Can AI and ChatGPT Replace Humans for Better SEO Content?

Experts often point to search engine optimization (SEO) content as an effective and reliable way to improve the quality of a business’s digital strategy. Unfortunately, creating SEO content, especially for non-expert writers, is much more complicated than it seems.

Here is a look at how SEO agency experts see AI tools and their influence on SEO strategies:

• Using AI and AI tools in creating SEO strategies.
• Assessing the effectiveness of AI-generated content.
• Exploring the definition of high-quality SEO content.
• Reviewing the state of automation in content creation.

There is a lot to discuss, so get ready to take notes.

Let’s go!

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The Role of AI-Empowered Tools in Your SEO Strategy

Since the release of photo apps designed to make digital avatars using artificial intelligence (AI) at the tail end of 2022, there has been a lot of buzz around creating content with AI. It has since spread to other digital marketing and SEO areas, such as content creation.

The quick and sudden spread of AI has proven to be a huge success for many businesses and tech companies that have adapted and touted it as the main selling point of their products. The concept of AI in SEO is nothing new. Most tools that existed before 2022 still use it to some degree.

For instance, keyword research tools must comb through millions, if not billions, of data entries when generating suggestions for top-ranking keywords on search engines. Today's tools are certainly more advanced and powerful, which sets them apart in their utility for effective SEO.

Apart from keyword research, integrating AI into marketing platforms and even content management systems (CMS) makes driving traffic through SEO much easier than before, not to mention the growth of AI tools dedicated to content generation, curation, and correction. 

How Search Engines Treat Content Made with AI Tools

Although delegating content creation to AI tools is incredibly tempting, most SEO agency experts strongly advise against it for many reasons. Chief among these is that search engines have already adapted to an anticipated surge in content made exclusively with AI tools.

Google, for one, has made many strides to ensure that content made by and for human users is still the top result. This focus on the human experience and perspective makes AI tools fall short in many ways. It cannot flawlessly replicate many human qualities.

It does not have a unique voice that it uses without being prompted, nor does it verify its source for accuracy and authenticity. AI does not yet have the autonomy to find and create content without a human user guiding it through the entire process. 

For these reasons, search engines are cautious of AI content, and you should be, too. AI works well with generating ideas, creating drafts, and editing content, but the content made purely with AI is not enough to win the SEO game. Your target market is humans, so leverage that in your content.

E-E-A-T, YMYL, and SEO: Which Content Truly Matters

For search providers, the safety and wellbeing of their human users are their top priorities, and the guidelines and policies they enact serve as the basis for SEO agency expert tips on SEO ranks. Content has a special designation here because it drives search engine usage.

Given that, it should come as no surprise that strict rules are in place for determining content quality. Google’s guidelines for search engine quality rating point to three key concepts as vital in creating high-quality SEO content. These have become staples in SEO practices for creating content.

• E-E-A-T: Google looks for several key features in any content to assess whether it has value for users, namely, experience, expertise, authority, and trustworthiness. Missing any of these four can instantly put into question your content’s integrity and value.
• YMYL: Some topics fall under the umbrella of “Your Money or Your Life,” which means they have a potentially adverse effect on a person’s financial, mental, or physical safety. For instance, people often rely on questionable and low-quality sources when seeking help with their finances and investments.
• User Experience (UX): The result of the what, how, and why of content creation is UX, which is why E-E-A-T and YMYL are crucial in determining what counts as high-quality. Without those, UX drops significantly, reflecting the low value of the SEO content.

According to Google, all of these concepts play a role in determining whether the content is helpful and valuable or harmful and inferior. However, that does not mean that they have no inherent use outside of Google. Any content you produce must follow these guidelines to better serve people.

ChatGPT and the Race to Automate Content Creation

Integrating tools into strategies boosts SEO. This is true for everyone. The extent to which it matters varies because the content made by and for humans still has marginally more substance than AI-made ones. Here are a few examples of use cases for AI:

AI tools have significantly greater and faster processing power than human workers, which can come in handy when dealing with large chunks of data (e.g., analyzing website statistics). Tools quickly find patterns and trends that contribute to your long-term SEO success.

AI is also an excellent assistant for generating valuable content ideas by compiling and studying the contents of search results. In one swift action, this greatly speeds up the content creation process for any SEO strategy and boosts the quality of ideas that pass through human hands.

However, ChatGPT still has limitations in terms of the quantity and quality of the content it can generate to fully satisfy top SEO content requirements. Its default writing style is stiff and mechanical and sorely lacks human-made content's dynamic flow and personality.

Summing Up

AI and ChatGPT have become invaluable tools in the quest for better SEO. However, they still fail to provide fully automated SEO functionality because search engines have adapted to it beforehand. The best approach is human-made content, with help from AI and ChatGPT.

Need help integrating AI and ChatGPT into your content creation process? Contact Digital Authority Partners (DAP) today to learn how we can help.