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If you’re looking for ways to improve your company’s content strategy and results, you’ve probably considered using AI tools. These tools help your team be more productive and create more content in less time.
AI writing has been a hot topic of discussion since ChatGPT was launched in November 2022. Just two months after its launch, the company reached its 100 million user mark, setting a record for fastest user base growth in history.
However, there are serious concerns about AI writing, and you may wonder whether using this content will affect your company’s search rankings. Let’s take a look at how AI-generated content works and whether you should use it.
Related: How can AI improve SEO?
What is AI writing?
AI writing uses artificial intelligence to create various forms of content. For example, you can use AI writing tools to create blog posts, social media content, landing pages, and product descriptions.
AI software does not replace human writers. Increase your productivity so you can create content faster. Researching and writing an article from scratch can take hours, but AI tools can dramatically speed up the process.
However, the exact capabilities of AI software vary depending on the platform used, and certain tools are suitable for different types of content.
Can AI writing negatively impact search rankings?
One of the biggest questions about AI writing is whether it helps or hurts search rankings. According to Google, the answer is no, assuming you’re using AI tools to create high-quality, original content.
Google ranks content based on EEAT: expertise, experience, authority, and trustworthiness. Google focuses on the quality of the content that is created, not how it is created. Using AI writing tools to create unique content that is useful and relevant to your audience will not negatively impact your search engine rankings.
The problem is that AI writing alone may not meet these requirements. So it helps to first understand how AI writing works and the pros and cons of using these tools.
Related: How to leverage AI to boost your SEO efforts and stay ahead of your competitors
Benefits of AI tools in SEO
Here are some of the biggest benefits of using AI tools for content creation.
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Increased efficiency: AI tools automate tedious tasks like proofreading and SEO optimization, helping you create high-quality content faster. This is especially useful for companies with small teams and low marketing budgets.
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Create quality content. AI writing tools can detect grammar and spelling mistakes and improve the readability of your content. Spot long sentences and awkward transitions between paragraphs and adjust the tone and style of your content.
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Optimize for SEO: AI writing tools can complement your SEO strategy by identifying keywords and phrases that are relevant to your target audience. You can also integrate these keywords throughout your content in a way that sounds natural.
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Data-driven insights: AI software provides data that helps you better understand your audience and engagement. This will help you discover gaps in your content strategy and continue to improve it over time.
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Train the software. In fact, you can train the AI software to suit your writing style and preferences. This allows you to generate content that aligns with your brand voice. If you give your software consistent feedback, it will learn from its mistakes and improve over time.
Limits of AI writing
Many people have expressed legitimate concerns about AI writing. Here are some of the biggest drawbacks to be aware of.
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Maintain a unique voice: AI often produces content that is well-written but lacks originality, creativity, and connection with the audience. Producing a lot of bad content won’t benefit your business.
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Information may be inaccurate: Anything produced by an AI writing tool should be fact-checked, as AI software does not understand nuance or context and is prone to inaccuracies.
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Risks of over-optimizing content: You also run the risk of sounding unnatural if you over-optimize your content for SEO.
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Ethical concerns: When using AI writing tools, there are plagiarism concerns as the software may generate content that is too similar to what has already been written.
Related: A complete guide to effectively using AI writing tools in content marketing
How to incorporate AI writing into your SEO strategy
AI writing has improved significantly, and you can now use these tools to create quality content for your audience. If you choose to use AI writing tools as part of your content strategy, be upfront with your audience about it. It may sound counterintuitive, but telling your audience that you are using an AI tool can go a long way in building trust.
It is also important to understand the limitations of AI so that you can use these tools appropriately. For example, AI writing tools can automate processes that previously took a long time, such as coming up with an outline or researching keywords.
This software can help you create content, but it cannot fact-check articles. You should constantly evaluate your content for readability, errors, and accuracy, as creating inaccurate content will damage your brand’s credibility.
Most importantly, AI cannot create content from its own perspective. Only you can do that. AI writing tools are meant to help you create content, not to completely replace it. Use this software to get inspired and revitalize your content creation process.
