The environment around artificial intelligence (AI) is still developing, and like many new technologies, no one fully knows the extent of what effect it will have on the future. Currently, since AI is only supposed to be used for informative purposes, it produces many similar articles and there are many pieces of duplicate content being published – this type of content can severely hurt your SEO.
At KWSM, we understand how overwhelming keeping up with new technologies can feel because we have helped clients navigate the changing landscape of digital marketing for almost 15 years. However, it’s helpful to understand that a digital marketing partner can help businesses by leveraging these changes to create content so businesses can focus on their customers.
As a copywriter at KWSM: a digital marketing agency, I work with businesses across a wide range of industries and I have noticed that some of my clients are either nervous about the changes AI may bring, or they react quickly and get excited about saving money and letting AI handle their copywriting, without thinking of the consequences.
If you don’t want your message to get lost in a sea of similar content, SEO is more important than ever in your digital marketing strategy. Below are some considerations for leveraging SEO during the rise of AI.
Utilizing High-Quality Content to Drive SEO Traffic
Your SEO strategy has the job of guiding the most qualified searchers through the ever-changing search engine algorithms and to your page — this is a complex task.
Effective SEO involves staying up-to-date with Google’s algorithm shifts. Google now prioritizes content that is personal, informative, unique, and credible. The best way to accomplish this is to make sure your content meets the standards of E-E-A-T, which stands for Experience, Expertise, Authority, and Trustworthiness, and is a crucial factor in determining a website’s search engine ranking.
Google has a vested interest in keeping poorly-written AI content from showing up at the top of searches. Google has indicated that they believe an internet focused on human interaction is a better internet, and they want to send the most helpful content for users to the top of search results.
SEO and The Nuance of Language & Communication
People communicate through body language, tone, inflection, facial expressions, eye movement, and more. In fact, 70 to 93% of human language is considered nonverbal.
Digital communication also has verbal and nonverbal components. The medium, typeface, or how you display your content all carry a large bulk of your message. Communication is more than the words you write … it is a fluidly evolving system through which ideas — many of which human language is unable to quantify — are shared.
AI technology may provide insights into specific keywords and content strategy, but it cannot think critically, or personalize content the way an experienced copywriter can.
“While AI may be helpful for providing marketing insight, the irreplaceable touch of a human copywriter incorporates valuable qualities that elevate content to new heights.”
Greg Colacino, Director of Content, KWSM
Your audience desires personal connections with people who see their unique needs and who are equipped to address those needs. Artificial intelligence finds itself unable to master the unique nuances and rapid evolutions of language. This is apparent when trying to get AI to understand human irony or humor.
Your customers are looking for trustworthy and knowledgeable partners in their journey to have their needs met, whatever those needs may be.
SEO is a direct line to the people that will benefit most from hearing your message. Once you have created that line of communication, your content can turn your audience from curious browsers to committed customers.
Want SEO-Optimized Content for Your Business?
The rise of AI presents unique opportunities and solutions in the digital marketing industry, including the opportunity to generate new ideas and perform industry research quickly. Still, it doesn’t replace the importance of human input and expertise for copywriting.
Search engine optimization is a crucial aspect of digital marketing, helping businesses establish their online presence and grow organic traffic. A qualified copywriter who understands the intricacies of SEO is essential in crafting relevant, high-quality content, optimized for search engine algorithms.
AI technology cannot currently replace the value of human insight and personalization in successful digital marketing. It’s time for business owners to find the right balance between the power of technology and the nuance of human copywriting for sustained success.
Interested in publishing SEO-optimized content that is crafted to be seen? Fill out the form below and a member of the KWSM team will be in touch!
