Within the SEO community, the use of artificial intelligence (also known as AI) to generate content has become a question for all. AI can produce an unlimited number of words in several minutes (even seconds for that matter), thus boosting productivity in unprecedented ways. But does AI’s informational output help or hinder a site’s ranking on search engines?
The opinion of about 300 web strategists is that AI is neither good nor bad for SEO. It all depends on how it’s used. A tactful search engine optimization company in UAE has an appreciation for the fact that success has more to do with strategy than the tool.
The case for AI in SEO
- Scalability & Efficiency: AI makes it possible to create content at an unprecedented speed, which is critical to the fulfillment of content gaps and the covering of long-tail keywords. It is useful for e-commerce in writing niche-oriented product descriptions and for certain informational webpages addressing specific queries.
- Data-Driven Insights: AI can predict trends, search intent, and analyze competitor data which is a small fraction of the dataset analyzed by humans. AI is used to bring human strategists to make evidence-based decisions on what content is to be created.
- Improved Content: AI helps writers in several ways including creating outlines, summarizing papers, and with proper formatting while enhancing clarity. It allows the writers to dedicate more attention to primary arguments and creativity embellishments.
Risks and Challenges
- Generic and Repetitive Content: Content produced by AI without guidance and supervision from a human being is often boring and predictable. This repetitiveness lacks the distinctive style and thoughtfulness that is a characteristic of quality writing.
- Inaccurate Information: There is room for error and AI systems have the potential of producing misinformation or “hallucination”. That is why it is important to use our human skills and fact check towards establishing and maintaining the relevance and authority of the content.
- Google’s Stance: John Mueller, a Search Advocate at Google, has publicly noted that content produced by AI, that is churned out just to optimally sit at a rank, is considered “spam,” and adds no value to the discourse. Google is still concerned with the best, most useful content to readers.
A well reputed Dubai web designing company understands that in addition to the value of the content, a pleasant user experience is also vital. The website design and the content presented on the page the user sees are equally important. The argument is made that If AI is employed to design the content in a manner that the user experience is poor and unhelpful, the ultimate outcome of the design will be poor SEO results, as the content generated is substandard and unhelpful.
Conclusion. A Partnership, Not A Replacement
Most web strategists concur that while human talent is augmented by it AI should not replace it. Every puzzle has a piece, and in this case the piece is:
- Human-in-the-Loop: AI can create drafts automatically. First, however, they need human experts to analyze, edit, and augment the copy. This is to make sure it is aligned to the brand and originality.
- Focus on E-E-A-T: Google has established criteria like Experience and Trust that outline the level or layer of expertise needed in a field. AI is not capable of producing genuine experience or expertise for any of its attributes. It takes a human to write.
- Strategic Application: A top digital marketing agency in Dubai for instance, has proved that AI can be useful for small bits of work, not the entire process. They use it to create social media copies and metadata and to come up with titles.
A staggering 70% of marketers report that with the proper application, AI has a strong potential to SEO. On the other hand, 30% of marketers are skeptical because of the quality & other aspects. The use of SEO and AI does not have to be an either or situation. The two must work together. Let the technology simplify the work and let the people make the work more insightful, creative, and strategically driven to satisfy search intent and connect with the audience.
