The use of AI (Artificial Intelligence) in business spaces isn’t the eyebrow-raiser it used to be. Whether using bots to interact with customers, leveraging algorithms to make data-driven decisions, or injecting forecast and demand planning models with predictive analytics, businesses have been embracing and benefiting from AI for some time now.
However, since OpenAI launched ChatGPT in November 2022, the world has started to take seriously the significant potential of AI in other areas, including content generation and Search Engine Optimization (SEO).
But like most new technology trends, most people don’t always consider all of the implications of using faster and less expensive avenues to create content, especially regarding online marketing strategies like link building.
While many businesses may be ready to maximize the potential of AI written content, they may not be ready for the negative impact it could have on their SEO efforts.
How is AI Technology Changing How Businesses Approach Content Generation?
As artificial intelligence (AI) rapidly evolves, it plays an increasingly vital role across industries, transforming businesses’ approaches toward content generation. In the past, creating content for websites and social media platforms involved hiring a writing team or contracting with freelancers. But today’s AI tools are so advanced that they emulate content similar to human-generated material.
Enhanced Efficiency and Speed
With advancements in AI, generating various forms of content like articles and social media updates is easier and quicker than ever before. This incredibly fast mechanism empowers corporations to publish higher volumes of content within significantly shorter timelines and at lower costs. AI processes are also unaffected by human shortcomings such as limited scheduling or writer’s block.
Hiring a team of professional writers can be expensive, especially for small businesses with limited resources. AI-powered content generators offer a more cost-effective solution by significantly reducing the expenses associated with content creation.
As AI technology improves, the generated content’s quality becomes more sophisticated, making it an attractive option for budget-conscious businesses.
Expanding into global markets requires businesses to cater to different languages and cultural nuances. AI-powered content generators can automatically translate content into multiple languages, allowing businesses to reach a broader audience without human translators. This capability not only saves time and effort but also ensures consistent messaging across various languages.
What are the Limitations of AI-Generated Content?
AI-generated content has come a long way in recent years. With natural language processing and machine learning advancements, AI writing assistants can produce creative and engaging content for various purposes, such as social media posts, blog posts, and short stories. However, despite these impressive capabilities, AI-generated content still has its limitations.
Lack of Human Touch and Emotion
One of the most apparent limitations of AI-generated content is the absence of human touch and emotion. Although AI writing assistants can mimic human-like writing styles, they cannot genuinely understand or express emotions like a human writer can. This limitation can lead to content that may feel robotic, impersonal, or lacking in emotional depth.
Limited Understanding of Context and Nuance
AI-generated content relies on algorithms and data to generate text, so it may not always grasp the context or nuances of specific topics. As a result, AI-generated content may sometimes be irrelevant or factually incorrect, especially when dealing with complex or obscure subjects.
Dependence on Data and Training
The quality of AI-generated content heavily depends on the data used for training the AI model. If the model is trained on low-quality or biased data, it may produce unhelpful, misleading, or offensive content. Additionally, AI-generated content may struggle with topics not well-represented in the training data, resulting in less accurate or relevant output.
Potential Negative Impact on SEO
Another limitation of AI-generated content is its potential negative impact on SEO (Search Engine Optimization). Search engines like Google prioritize high-quality, relevant, and engaging content that provides value to users. While AI-generated content can often meet these criteria, it may also suffer from certain issues that can hinder your website’s SEO performance.
Keyword Stuffing and Over-Optimization
AI-generated content may inadvertently overuse target keywords or phrases, leading to keyword stuffing or over-optimization. This practice can harm your website’s SEO performance, as search engines may penalize content that appears manipulative or unnatural.
Lack of E-E-A-T (Experience, Expertise, Authority, Trustworthiness)
AI-generated content may struggle to demonstrate E-E-A-T, an important factor in Google’s search quality guidelines. Since AI writing assistants cannot genuinely understand or express human emotions and experiences, their content may lack the expertise, authority, and trustworthiness that search engines look for when ranking websites.
Inconsistency in Quality and Relevance
As mentioned earlier, AI-generated content may sometimes be irrelevant or factually incorrect due to its limited understanding of context and nuance. Such inconsistencies can negatively impact your website’s SEO performance, as search engines prioritize content that is accurate, relevant, and valuable to users.
How Important is Link Building in Digital Marketing, and How Does AI Fit In?
Link building has always been a vital aspect of digital marketing. As search algorithms continue to evolve, the importance of link building remains high, as it helps establish credibility and improve search engine rankings.
The Role of Link Building in Digital Marketing
Link building is the process of acquiring hyperlinks from other websites to your own. These links are essential for several reasons:
- Search Engine Rankings: Search engines like Google consider backlinks to indicate a website’s authority and credibility. High-quality backlinks can significantly improve your search engine rankings, driving more organic traffic to your website.
- Referral Traffic: When users click on links from other websites, they land on your site. This referral traffic can lead to increased exposure and potential sales or conversions.
- Brand Visibility: When credible websites link to your content, it strengthens your brand’s online presence and reputation. This visibility can help attract potential customers and partners.
Where Does AI Fit In?
In link building, AI can be a powerful tool that streamlines and enhances various aspects of the process. However, it’s crucial to remember that AI should be used as a supplementary resource, not as a direct replacement for human operators. Here’s how AI can be integrated into your link-building strategy while maintaining the essential human touch:
While AI can help identify potential link opportunities and even craft personalized outreach emails, it is still necessary for human operators to engage in meaningful conversations with website owners and build relationships. The personal connections fostered by human interaction play a vital role in acquiring valuable backlinks.
AI can analyze search trends, user behavior, and competitor content to suggest relevant topics and keywords for your link-worthy content. However, human creativity remains indispensable for producing engaging, shareable, and well-written pieces that attract backlinks.
Use AI-generated insights as a foundation and collaborate with content creators to develop compelling articles that resonate with your target audience.
AI-powered tools can quickly identify high-authority websites and potential link-building opportunities. However, human operators should review these suggestions to ensure they align with the brand’s values and objectives. Manually assess the relevance and quality of the suggested websites and links to maintain a high standard for your backlink profile.
Strategy and Adaptation
AI can provide valuable data and insights to inform your link-building strategies. However, human expertise is needed to analyze this information and make strategic decisions accordingly. Marketers should use AI-generated data as a guide and rely on their experience and intuition to adapt and refine their link-building approach.
Future Proofing Your SEO Efforts
AI can be a powerful tool for link-building, but it should always be combined with human expertise. AI-generated data and insights are essential to inform your strategies and identify potential opportunities.
However, marketers must still manually assess the relevance and quality of suggested websites. By leveraging AI technology and human creativity, you can future-proof your SEO efforts while maintaining high backlink standards that will help improve search engine rankings.
About the author
Jason Khoo started freelancing in SEO back in college, sold his first agency, and now is founder of Zupo, which is an Orange County based SEO consulting agency helping construct powerful long term SEO strategies for our clients. Jason also enjoys multiple cups of tea a day, hiding away on weekends, catching up on reading, and rewatching The Simpsons for the 20th time.