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Here’s what you need to know about the pros and cons of using AI in your SEO content strategy—and how to use it wisely.
When used strategically, AI can be a valuable addition to your content toolkit. Here are some of the key benefits:
1. Enhanced Productivity
AI tools can help speed up content production significantly. From generating ideas and outlines to proofreading and content summaries, they can free up time and resources for human writers to focus on crafting higher-quality content.
2. Consistent Brand Voice
While AI isn’t known for its flair, it can support brand consistency. AI-generated drafts can be helpful for maintaining a uniform tone and style across blogs, emails, and service pages. They’re also useful for grammar checks and refining language.
3. SEO Efficiency
AI can assist with keyword placement, suggest relevant subtopics, and provide ideas for structuring content to align with SEO best practices. This helps streamline your optimisation efforts, especially when managing large volumes of content.
Despite its benefits, overusing AI - or using it without care - can hurt both your rankings and your brand reputation.
1. Lack of Depth and Originality
AI-generated content often lacks the depth, nuance, and context that come from human experience. This can lead to disengaged readers, higher bounce rates, and lower rankings.
2. Erosion of Trust
If your content sounds robotic or generic, users may lose trust in your brand. Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) prioritises content that demonstrates real knowledge and credibility.
3. Risk of Duplication
Because AI pulls from existing material, the risk of creating repetitive or unoriginal content is high. This could expose your site to plagiarism issues or duplication penalties from search engines.
AI is here to stay - and can be a powerful tool if used wisely. Here’s how to get the most out of it without compromising on quality:
1. Craft Better Prompts
Strong prompts yield better output. Be specific about tone, structure, audience, and what to include or avoid. Treat AI as a collaborator, not a replacement. Always edit the output to ensure it’s on-brand and valuable.
2. Prioritise Value
AI content can miss the mark in terms of insight and relevance. When editing, ask yourself: Does this answer the reader’s question? Does it offer something new or useful? Keep your focus on clarity and usefulness.
3. Use AI for Inspiration, Not Substitution
Let AI assist with brainstorming, topic generation, and structuring. But make sure final outputs are human-reviewed, fact-checked, and aligned with your brand’s goals and tone.
Google is actively working to combat low-quality AI-generated content. Its Helpful Content Updates, particularly the 2024 core update, emphasise the importance of original, people-first content.
According to Google, its latest updates aim to reduce low-quality and unoriginal results by nearly half. The message is clear: helpful, well-crafted content is what earns top rankings.
Not necessarily. AI can be a great asset to your content strategy if used with intention and oversight. But blindly relying on it will likely do more harm than good.
The fundamentals remain the same: search engines reward content that is useful, original, and trustworthy. AI is a tool - not a substitute - for the insight, creativity, and care that great content demands.
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