Artificial intelligence (AI) has become a bane for digital marketers. Many companies are switching to AI for their digital content – many because of the economy, and AI saves them money. But does it really save these companies the money they think it does? It might at first glance because it's cheaper than using a digital marketing firm.
Before switching, in-house marketers should extensively research the cost of using AI – and not just up-front monetary costs.
The First Core Algorithm Update in 2023
In March 2023, Google released the first core algorithm update for SEO, plus subsequent updates. In short, webpages must show experience in addition to expertise, authoritativeness and trustworthiness to increase rank on search engine results pages (SERPs). In a nutshell, Google only wants to see high-quality content. The question is, "Can AI deliver high-quality content that meets Google's specifications?"Maybe. But maybe not.
Using AI-Generated Content
ChatGPT and other AI generators can only create content based on what they are fed. They cannot create new content. Furthermore, they cannot create content based on information newer than 2021. Thus, content created with ChatGPT is often outdated.
Entering a command in ChatGPT for stats for car accidents across the United States for 2022 and 2023 gives you an "apology" from the bot. It stated that its knowledge is limited to information available up to September 2021. It could, however, tell me where I might find those statistics.
Furthermore, using AI and other forms of automation to manipulate search engine rankings are strictly prohibited by Google's spam policies.
Adding the Human Element to Digital Content
In addition to showing experience, expertise, authoritativeness and trustworthiness, your customers and clients want to read content that speaks to them. They don't want to read something dry and boring. AI can't generate up-to-date content, nor can it write with human feeling. Sure, if it finds enough content, it might come close, but users have found that it's not enough.
Content Strategy
Creating compelling content is more than throwing keywords into an article and posting it online. Your content should be unique to your brand. AI cannot change the voice. For example, if you are an independent auto repair shop that is family-oriented, you definitely do not want dry content that's going to cause someone to leave your site faster than you can blink.
Additionally, if you have a specific way of speaking, you want that to show in your digital marketing strategy so your online presence aligns with the brand you present to your customers when they visit your shop. For example, if you often use metaphors, you might want them sprinkled throughout your content. Not enough to be annoying, but enough to show people that there is a real person behind the information on the screen.
This is just part of a digital strategy that attracts potential customers to your business. While search engines want to see content that demonstrates E-E-A-T, it also wants content that speaks to your customers.
SpamBrain and AI
Google does its best to fight spam. Its SpamBrain system continues to fight against spammy content and won't rank it. Automated systems are often used to create spam. However, Google understands that not all AI-generated content and automation is spam and will continue taking a responsible approach when evaluating AI-generated content by maintaining a high bar for the quality of information.
Rank With People-First Content
You can't count on AI to create "people-first" content as required by Google. Thus, those using AI not only have to pay for AI if they have a premium account, but they must also pay someone to edit and fact-check the content.
Who, How, and Why
People-first content is geared toward people rather than search engines. You need the who, how and why of the content. The author should have a byline and biography. The "how" is how you created the content – whether you used automation or AI. Google asks for transparency as to why you use automation or AI to create content.
Finally, Google looks to see why you created the content – whether to help people or manipulate search engine rankings.
When you retain EpochWriter to create a digital marketing plan, you know that your content meets these requirements, as well as providing expertise, experience, authoritativeness and trustworthiness, which Google also requires.
The Bottom Line: Ranking with Artificial Intelligence
While companies can try to use AI for or as part of their digital marketing strategies, it ends up being extra work -- you not only have to come up with the proper prompt to get precisely what you want, but you must then edit and fact-check the information AI spits out at you.
Using AI has several pros and cons, including:
- Pro: Can boost productivity to a certain extent.
- Con: You still have to edit and fact-check the document.
- Con: Cannot provide the human emotion your content needs to hook a reader.
- Pro: Can create better content – at least according to AI fans.
- Con: AI is touted to keep up with the competition, but AI doesn't use content newer than November 2021. Thus, it can keep up with the competition – competition that is two years old.
- Con: It does not replace real wisdom. It lacks context and is not original content. A big "no-no" for Google.
- Pro: Saves time on pre-research.
- Con: It is limited to information older than two years.
- Con: Requires a human touch, which means the marketing team must still edit and fact-check the content in addition to adding E-E-A-T and who, how and why.
- Pro: Can help with brainstorming.
- Con: It still has limits with brainstorming since the content is not new.
- Con: AI cannot generate creative ideas.
- Con: AI cannot recreate the specific tone and voice required for your brand.
- Con: You risk plagiarizing content since AI can only use what is already on the internet.
When you need to create a digital marketing plan that actually hooks people and converts them into loyal customers, you cannot rely on AI to do this. A content strategist studies your brand, demographics, and more to determine the best keywords and key performance indicators to help move your brand forward and have more online visibility.
Contact EpochWriter today to discuss a digital marketing plan, whether you need a website built from scratch or need to update content on your current website.