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Can you trust AI with your content?

Junior Content Strategist

Junior Content Strategist

How does AI generate content, and is it reliable for producing quality content?

With the advent of AI technology, content creation has become more efficient and cost-effective. AI-generated content has come a long way, and many websites now utilise it to produce various types of content.

How Does AI Generate Website Content?

AI generates content by scanning the internet through machine learning algorithms and analysing databases. It also uses natural language processing (NLP) with the assistance of natural language generator machine learning. These tools allow AI to understand the patterns and structures of human language, enabling it to create content that is grammatically correct and easy to read.

Does AI Content Rank on Search Engines?

Yes, it does! However, it is only in cases where the content helps the user, according to RankBrain. RankBrain is Google's artificial intelligence system that helps process search results and improve the relevance of search queries. If the AI-generated content helps the user and adheres to all relevant Google core guidelines for online content, it is likely to rank on SERP.

Does Google Allow AI-Generated Content?

Google doesn't specifically allow or disallow AI-generated content. However, if the content is directed at the user and not considered 'auto-generated spam content,' it will most likely rank on SERP by RankBrain. Google's primary concern is that the content is high-quality and provides value to the user.

Potential Benefits of Using AI for Content Writing

  • Writing Efficiency and Scalability: One of the greatest benefits of using AI-powered content writing tools is the speed at which content can be generated. A benefit of this efficiency could be used for speed-to-market requirements for trending topics.
  • Cost Effectiveness: Human writers can cost up to hundreds of pounds for quality content, ranking highly on SERP. However, AI tools can be useful when writing brief and simplistic content.
  • Development of Detailed Outlines: A common hurdle with human writers is creating authoritative content on subjects they need to be qualified experts on. Using AI tools such as ChatGPT or Mid-Journey may help writers develop detailed outlines of what to include in the content.

Potential Drawbacks of Using AI for Content

  • Lack of Creativity: AI is set to follow programmed patterns and algorithms. Due to this lack of creativity, the writing can come across as quite dry, and it is instantly recognised by search engines as auto-generated content.
  • Inability to Capture Nuances of Human Languages: AI may struggle to capture the nuances of human language, such as humour or sarcasm, which can lead to inaccurate or inappropriate content.
  • Lack of E-A-T (Expertise, Authoritativeness, and Trustworthiness): Given the significance surrounding E-A-T in Google in helping to evaluate which content is helpful, users are often discouraged by rushed online content, which can be riddled with misinformation.

Will AI Replace Content Writing and SEO?

No, but it can be a helpful tool for a starting point in SEO. For example, it can speed up tasks such as recognising intent in keywords. Some tasks AI cannot do include searching, catching and monitoring trends, and thinking like a human.

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