AI Writing Software & Digital Content Marketing

With tech giants like Google and Microsoft revealing their newest AI writing software programs, many content creators are asking themselves how AI-generated content will affect SEO and digital marketing strategies. We’ll explore the advantages and disadvantages of AI writers and their impact on content marketing.

The Good: AI Can Help Generate Ideas for Writing

In a similar way that Google Search is a tool for finding information online, AI can serve as a “conversational search engine.” For example, you might search Google something like, “What are the three largest manufacturing companies in the United States?” Google would produce a list of web page search results that contain answers to the question.
Similarly, you can ask an AI content generator the same question. It will likely present a conversational response with information collected from similar sites that would have appeared in the Google search. However, the response generated by AI writing software still needs to be checked for accuracy, as it may draw incorrect information (more on that later).

The Bad: AI Can Generate Content, But It Can’t Strategize

One of the most significant shortcomings of AI-generated content in relation to SEO and digital marketing is that it can’t strategize its copy for specific clients. While it can output generic information about common products or services, AI cannot intuitively distinguish how to market a fastener distributor in Indiana from a metal fabricator in California. A human needs to provide those contextual cues and “write” the strategy for the AI content generator, largely defeating the purpose of using AI in the first place.
AI writers can be a helpful time-saving tool for compiling information for research. However, for writing tasks requiring a strategic focus, nuance, and audience targeting, a human professional will need to rework the content produced by AI. After editing, rewriting, contextualizing, fact-checking, and targeting the market audience, the perceived benefits of using AI to create content quickly dissolve.

The Ugly: AI Writing Software Can Think It’s Right, Even When It’s Wrong

Here’s where AI-generated content really becomes troublesome: too often, the material it writes is simply inaccurate.
Of course, the most famous example was when Google unveiled its flagship AI chatbot earlier this year. In a promotional bid for the software, the AI software incorrectly (but confidently) stated that the James Webb Telescope “took the very first pictures of a planet outside of our solar system,” which isn’t true.
The issue of AI software compiling information, mixing it together, and generating factual statements containing errors is a substantial problem facing AI writing software. The potential for inaccurate information in AI-generated content requires fact-checking and additional research.

The Uglier: AI-Written Content Could Hurt SEO Performance

Additionally, as AI writing software becomes more accessible, search engines like Google are updating their policies around how they will respond to websites that contain significant amounts of AI-written content.
According to Google, using too much AI-generated content to manipulate SEO rankings in search results is considered a violation and could hurt SEO results. With content detection software quickly catching up, search engines can determine when web pages contain considerable amounts of AI-written copy, putting those pages at risk of being penalized.

Conclusion: AI Writers Can Be Useful, But They Have Significant Drawbacks

At its best, AI writing software can be a helpful tool for generating ideas and compiling information efficiently. However, it fundamentally cannot replace the necessary work of human-generated strategy, research, contextualization, and editing. At its worst, AI-written content has the potential to harm a website’s search engine results and convey inaccurate information, damaging credibility along the way.

The Concern with AI-Generated Content is the Quality

Human-generated content can be the most effective for quality SEO marketing. With a human touch, written content can address pain points with empathy, using language to convey the value of a product or service while simultaneously incorporating keywords and phrases that perform well in search engines. However, AI can mimic the same strategic approaches that copywriters utilize.
Initially, concerns with AI content focused on the generated output. While creating misinformed content is still possible with AI, using content written by AI isn’t penalized for being AI-generated. Similarly to human-generated content, AI content creations are indexed by search engines and can be found in high-traffic areas on search engines, like featured snippets. As long as your content offers the best answer in a user-friendly format, whether produced by AI or humans, the goal is to provide the user with the correct information and a positive experience.

For High-Quality & SEO-Rich Content, Choose Ecreative

At Ecreative, our team of copywriters provides clients with relevant and strategic content that’s been researched for accuracy and written for clarity. We construct relevant information about products and services tailored to specific audiences.
Located in Minneapolis, Minnesota, Ecreative offers a full spectrum of web development services and SEO programs for industrial B2Bs nationwide. Whether you want to increase your search engine results or build a website from the ground up, Ecreative is your solution.

Contact Ecreative Today to Begin Your Personalized SEO Marketing Program

Contact us to learn how our copywriters can provide you with high-quality content. With in-depth web analytics and personalized digital marketing services, Ecreative has everything you need to create an effective online strategy. Schedule a free consultation today!