AI-generated content is the web’s latest trend, but what exactly are the pros and cons of using copy created by AI? And does Google penalise AI content?  Here is what you need to know…

AI Content Generation Tools like ChatGPT have revolutionised content creation, making it easier to generate content at scale. However, AI content tools can increase the risk of factual errors, lack the human touch, and even impact your SEO.

There’s also the concern of whether AI-generated content will be penalised by Google, potentially impacting a website’s domain authority and its ability to rank for target keywords on Search Engine Results Pages (SERPs).

In the world of content marketing, where a highly refined audience expects superior quality, AI-generated content can often fall short. It may produce sentences that feel robotic and fail to contribute anything new to the existing dialogue.

In this article, we’ll explore the pros and cons of using AI-generated content for SEO and how it can impact your website’s search engine rankings.

The Pros of AI-Generated Content

Scale and Efficiency: AI tools like ChatGPT make it possible to create large volumes of content quickly and efficiently, helping businesses scale their content creation efforts.

Timesaving: AI can help businesses save time on content creation, allowing them to focus on other aspects of their marketing strategy.

Data Analysis: AI can collect and analyse data in minutes, expediting the research process and providing valuable insights for content creation.

Democratising Effect: AI can democratise content creation, allowing businesses of all sizes to create high-quality content without the need for specialist SEO knowledge.

Knoweldge or Skill Gaps: The use of AI can help to fill resource gaps who lack specialist subject or writing skills.  

The Cons of AI-Generated Content

Risk of Errors: AI-generated content is more prone to factual errors and lacks the human touch, which can result in content that feels robotic and lacks originality and can harm your brand’s reputation..

Quality Concerns: In the world of luxury content marketing, where quality is paramount, AI-generated content often falls short and fails to meet the expectations of a highly refined audience.

Buzzwords and Phrases: The use of common words like “elevate” and lines such as “In a dynamic retail environment” can quickly make your content generic and uninspiring.

Non-human language context: Content generated by AI often lacks the human touch, making it difficult to resonate with your audience on a personal level and potentially leading to a disconnect.

Plagiarism: AI may unintentionally generate content that is plagiarised from other sources, leading to copyright issues and damage to your brand’s credibility.

Duplication content: AI may produce content that is duplicated across multiple platforms, leading to a lack of originality and potentially harming your search engine rankings.

Non-personalised or bland content: AI-generated content often lacks the personalisation and creativity that resonates with your audience, resulting in content that is generic and uninspiring.

Potentially Google search penalised: Due to the quality issues associated with AI-generated content, there is a risk of being penalized by Google’s search algorithms, leading to a decrease in search engine rankings and visibility.

Lastly, it can just look like rubbish…

Does AI content rank in Google?

Google has stated that it focuses on the quality of the content produced. While AI-generated content can rank on Google, the search engine promote content that is helpful, reliable, people-first content.

While AI-generated content can rank on Google, there are several caveats to consider:

Quality Matters: Google rewards high-quality content that demonstrates expertise, experience, authoritativeness, and trustworthiness (E-A-T).

Off-Page SEO Factors: The arrival of mass-produced, AI-generated content could result in the growing importance of off-page SEO factors such as backlinks and social signals.

Avoiding Penalties: While Google does say that it does not penalise AI content in itself, it will penalise poor-quality content or duplicated. It’s essential to have human oversight to ensure that the content is accurate, original, and meets the needs of your target audience.

Why AI Will Never Replace Content Specialists

While AI can be a powerful tool for content creation, it’s essential to recognise that it has its limitations.

The ability to generate new ideas, headings, and blog articles and carry out keyword research are just some of the reasons why content marketers have been part of the first industries to start using AI for content creation in their daily work.

In addition, the ability to use AI to collect and analyse data in minutes has expedited the research process.

However, we cannot rely solely on AI for content. It needs to be used as a tool to facilitate content creation. Generated content by AI needs to be proofread by humans with additional professional input.

It is the humans who will truly know and understand the target market for the piece of content and the angle or focus that is required. This is particularly true for luxury brands that need a human touch to speak and connect with infuencers.

Human intelligence working collaboratively with artificial intelligence will lead to numerous more opportunities, and if we follow the principles of E-E-A-T, it should lead to positive results.

We know that Google can detect AI-generated content; however, it does not penalise AI content in itself but rather penalises poor content in general.

So, a human eye to review content, elevate it where necessary, and ensure the text is accurate and original is key.

Poor Content Can Damage Your Brand

Poor quality content used in marketing can severely damage your brand’s reputation, eroding trust and brand loyalty.

When content lacks value, relevance, or authenticity, it fails to engage the audience effectively, leading to disinterest and even distrust among potential customers.

Low-quality content can give the impression that your brand is careless or unprofessional, ultimately driving customers away and tarnishing your brand’s reputation.

In today’s competitive market, where consumers have abundant choices, investing in high-quality, informative, and engaging content is essential to maintaining a positive brand image and fostering long-term customer loyalty.

The Path Forward

While AI-generated content offers many benefits, it’s essential to use it responsibly. Rather than relying solely on AI for content creation, use it as a tool to facilitate the process.

Aim for a balance, with AI doing around 60% of the work and content specialists polishing and enhancing the content to ensure it meets the needs of your target audience.

AI-generated content has the potential to revolutionise content creation, but it’s essential to use it responsibly.

By understanding the pros and cons of AI-generated content and its impact on SEO, businesses can make informed decisions about how to incorporate AI into their content strategy.

For brand owners, don’t forget that content marketing is about providing personalised, tailored content to your audience.

Using generic content generated by AI tools can damage your brand’s credibility and erode your audience’s trust. With the right approach, AI can be a valuable tool for content creation, But, use with caution, don’t be lazy, and scrutinise the content results BEFORE they get published.

Content Marketing

By implementing a quality content marketing program, your business will begin to develop a brand loyal audience, grow your following, and start generating more sales enquiries.

Learn how to implement a Content Marketing Program.

Learn How

Speak to our rev™ Branding eCommerce team, who are experts in category development, brand launch, and eCommerce marketing services within the FMCG and CPG sectors.

Phone: 03 9863 7444
Email: [email protected]

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