A number of websites saw a huge drop in search engine rankings following Google’s latest algorithm update, released back in March. While the exact details of the update are under wraps, we know that it’s likely due to the targeted websites producing bulk, low-quality, generic content from AI platforms like ChatGPT. Below we take a look at the potential reasons behind this shift, sharing a few ways marketers can achieve the right balance between AI usage for content purposes and maintaining strong SEO performance.
The sea of AI-powered tools released over the last 12-18 months has dramatically changed the content development process. Virtually overnight, the lives of marketing managers become a LOT easier, with instant access to AI tools that could create vast quantities of content quickly and efficiently in just a few clicks. But then came the latest Google’s algorithm update, showing a seismic shift in the priorities of search engines. This has left some marketers in the dark about the use of AI moving forward and its impact on SEO agency performance.
The key point to remember is that Google consistently emphasises the importance of Expertise, Experience, Authoritativeness, and Trustworthiness (EEAT). In short, search engines are no longer just penalising content for ‘frowned upon’ tactics like keyword stuffing. They are now taking this a step further and valuing only the type of content that delivers genuine value to users.
While AI has demonstrably improved its content creation capabilities, it’s safe to say it continues to face inherent limitations. The number one issue is restricted originality. AI content, by its very nature, uses existing data and information already available on the web. While it may rephrase this content or generate grammatically correct text, it struggles to produce original or unique ideas. This can lead to generic, uninspiring content that lacks substance and fails to engage users.
The other issue is the absence of genuine thought leadership. AI tools are still in their early stages for content creation, and therefore tend to lack the human capacity for understanding complex subject areas or the specific needs of users. This often translates to content that lacks authenticity, sophistication or any level of customisation. It fails to address key user pain points in the right way and doesn’t (yet) quite have the ability to create properly tailored content that resonates with key audience profiles. This all has a huge knock-on effect for establishing credibility or meaningful connections within marketing content. Now, this content is not only viewed poorly by search engines, but also misses a trick from a user engagement point of view.
Here is our top-level interpretation of Google’s views on AI-created content. Google isn’t fussed about who produces the content, whether that’s humans or AI. However, it is sophisticated enough to tell if the content lacks sufficient thoughts or opinions to be deemed unoriginal. Therefore, it makes sense for humans to provide the insights, opinions and knowledge behind the content, using AI only as a tool to assist rather than replace the role of content creation. For example, it could be used to identify keywords needed within the content or format the content based on a specific content category like a newsletter. The key is to avoid using AI to create the purpose and points behind the content itself.
So, now we’ve established that the recent algorithm update presents an opportunity to refocus content strategy on human expertise, let’s look at some more specific tactics you could consider for your content marketing strategy, such as the below:
- Establish real thought leadership: Position yourself as an authority within your field. Leverage your industry knowledge and experience to create content offering unique insights, data-driven analysis, and valuable perspectives not readily available elsewhere.
- AI as a tool, not a replacement: Utilise tools for their strengths: grammar and plagiarism checking and keyword research. However, ensure human expertise guides the content creation process itself.
- User intent over keywords: Move beyond basic SEO practices and go deeper into understanding user intent. Identify the specific questions and challenges your target audience faces. Then, produce content that taps into these needs and creates demand.
- Always quality over quantity: Always prioritise creating high-quality, well-researched content that lands with your audience. The key is in good copy, engaging visuals, and a user-friendly website experience.
- Building proper relationships: It’s really all about relationships. Focus on building real-life connections with key thought leaders in your sector, industry and geographic location. Consider partnerships for guest posts, interviews, podcasts or joint webinars. This collaborative approach goes a long way to strengthening your authority and expanding your online reach with relevant and credible followers.
Sticking to the above points will help you to create a robust content strategy that aligns with Google’s constantly changing algorithms, while also building your brand and establishing your site as a trusted source of valuable information. The focus shifts from simply regaining past rankings to building an engaged audience that recognises your expertise and trusts your authority within your industry.
For more information about how we can help improve your site traffic through our MK’s SEO agency, rebuild new and old websites and improve their website technical issues can improve your site SEO score. Because we are Milton Keynes local SEO Services provider in uk, PPC services provider 0ur engaging content that gets results and increases your search engine rankings. please reach out.
