- November 9, 2023
- General SEO
The integration of Artificial Intelligence (AI) into content management has emerged as a pivotal trend, particularly in the context of SEO and content used in AI training. The management of content, especially in its use for AI training and adherence to Google’s search engine guidelines (SGE), has taken centre stage. Here’s how these elements are shaping the strategy for content creators and SEO professionals.
Unique and Compelling Content
Google’s updated guidelines for AI-generated content emphasise the importance of transparency and the uniqueness of content to ensure valuable reader experiences1. Content managers are encouraged to leverage AI to optimise web content fully, with a variety of tools available that can automate the optimisation process2. However, the core value remains: content must be original, high-quality, and exhibit the qualities of E-A-T: expertise, experience, authoritativeness, and trustworthiness3.
The Role of High-Quality Links
While high-quality links are still important, they are not considered a top three ranking factor in the latest SEO landscape. The focus has shifted towards creating content that is sensible, interesting, and specific. AI can assist in identifying keywords and improving content for search, but human input remains crucial to ensure that the content aligns with overall SEO strategies and maintains its unique value2.
SEO Strategy in the AI Era
To rank highly, content must align with the terms, phrases, or topics that language models predict and generate results for. By testing the outcomes that AI models produce and creating content based on those results, content creators can increase their chances of being indexed and associated with relevant search terms2.
AI also provides an opportunity to reduce the administrative burden of content creation, thereby freeing up space to infuse more humanity and relevance into content, which is vital for connecting with prospects and customers2.
Content creators are advised not to fear AI but to embrace it while ensuring they possess the subject matter expertise, SEO expertise, and writing skills necessary to transform AI-generated copy into high-quality content that fuels SEO2.
Managing AI Content for SEO
Content marketers must carefully manage AI writing tools, especially when dealing with technical subjects where frequent mistakes can occur. It is essential to invest time in fact-checking and editing AI-generated content to maintain its accuracy and quality4.
Moreover, the long-term focus of SEO strategies must be balanced with the rapid changes brought about by technologies impacting search. Focusing on unique thoughts and audience needs remains a constant strategy to win at SEO, as opposed to trying to win a numbers game with generative AI2.
Managing content for AI training and SEO requires a delicate balance of leveraging cutting-edge AI tools for optimisation while maintaining the originality and depth that search engines and readers value. Content managers must navigate this evolving landscape with a focus on quality content production, transparent use of AI, and a deep understanding of SEO best practices to remain competitive and effective.