To increase engagement and enrich the discussion, we asked attendees to send their questions before the webinar, so they could be answered live. We got more than 50 entries and didn\u2019t have enough time to answer them all during the webinar.<\/p>\n
But the questions were so interesting we couldn\u2019t just leave them unanswered. So, Mordy and Giuseppe Caltabiano, our VP of Marketing and the webinar\u2019s host, went through the questions sent by the audience, selected the best ones, and answered them in this Q&A.<\/p>\n
Throughout these answers, Mordy and Giu provide valuable insights into the possibilities and limitations of AI-generated content, emphasizing the importance of human creativity and experience in producing engaging and meaningful content. They discuss the ways in which AI can enhance SEO efforts, offering tools and techniques to leverage AI’s capabilities while maintaining the integrity and authenticity of the content.<\/p>\n
Whether you’re a content writer, marketer, SEO specialist<\/a>, or simply curious about the intersection of AI and SEO, this series of Q&A provides a thought-provoking exploration of how AI content is transforming the SEO landscape. Join us as we delve into the intricacies of AI-generated content and its impact on SEO strategies, uncovering both the opportunities and challenges that lie ahead in this evolving digital landscape.<\/p>\n At the end of this post, we share excerpts from the webinar with some of the questions that were addressed live!<\/p>\n You can also understand the pros and cons and learn how to use AI efficiently with this interactive ebook<\/a>.<\/p>\n So, let\u2019s get started!<\/p>\n Mordy Oberstein<\/strong>: One way I like to play with AI is by leveraging it at the ideation stage. As opposed to refining results from a keyword research tool like Semrush, you can supplement that by directly asking the AI generator for keywords related to a topic and engaging in a conversation to refine things. Also, in a world of semantically related concepts, i.e., the Google Knowledge Graph you can leverage AI by asking it which topics\/entities are connected to each other. <\/p>\n Mordy<\/strong>: There are a variety of tools out there that attempt to profile word choice and language structure to identify the likelihood that AI generated a piece of content. None of the tools are perfect but don\u2019t let great be the enemy of good. Glenn Gabe has a nice list of these tools<\/a>.<\/p>\n Giuseppe Caltabiano<\/strong>: This was (and still is) a very common request of our WriterAccess clients, which is why we have implemented and launched our AI Content Detector. The tool ensures originality in identifying AI-generated content. AI tools are excellent at suggesting topics, finding writers and stimulating ideas, but humans excel in developing well-structured, unique, and creative content. Our AI Content Detector identifies with exceptional accuracy content created by Artificial Intelligence in our marketplace, ensuring original human content every time.<\/p>\n Giuseppe<\/strong>: <\/strong>Yes, search engines can detect AI-generated content. It won\u2019t necessarily affect your rankings as long as your content is created first and foremost for people, not search engines.<\/p>\n Mordy<\/strong>: Definitely not but it may take us some time to realize that. AI will never be able to, for example, replicate actual experience. It may attempt to mimic experience but that will inherently always come up short. <\/p>\n For example, baseball is very nostalgic for me. It was a big part of my childhood and my relationships with important people in my life. The simple act of going to a baseball game is very meaningful to me. I can impart that experience and that meaning to others. AI can\u2019t do that. And when we ask it to, we get a very shallow attempt at actually fostering a real sense of experience and meaning. <\/p>\n Mordy<\/strong>: I think this is very similar to how I recommend engaging with AI generated content<\/a> as a whole. If you give the AI parameters, you can do some helpful things. In this case, you can get content ideas and even refine and reformat some of your social media copy. <\/p>\n The key, honestly, is not to simply accept whatever the AI spits out on the first try. Good content, no matter the source, usually needs a few rounds of shaping. Sometimes what comes back from an AI prompt is flat or just reeks of that awkward, synthetic vibe. Don\u2019t be afraid to push back, poke holes in the draft, or even toss the machine\u2019s work if it just doesn\u2019t sound like you. If you treat the tool like a partner in brainstorming instead of a ghostwriter, you end up with something that doesn\u2019t sound copy-pasted from the AI ether\u2014because it isn\u2019t.<\/p>\n Besides, there\u2019s something to be said for sitting back for a few minutes after running a prompt and just reading it as a skeptic. Imagine yourself as the actual target audience and ask if this is even a post you\u2019d react to, much less share. If the answer\u2019s a maybe or a polite \u201cmeh,\u201d strip it down, rebuild, and try again. It\u2019s not about being perfect every time, but about not letting the shortcuts take over your actual voice.<\/p>\n Giuseppe<\/strong>: <\/strong>Here at Rock Content and WriterAccess, we\u2019ve been closely monitoring the advancements, and we’ve been testing AI-powered features for WriterAccess<\/a>. In fact we believe that AI can make our marketplace smarter and more efficient \u2014 while still using human creativity to craft the most captivating content. What follows is a list of features already implemented, and new ones to be implemented shortly<\/p>\n Mordy<\/strong>: It all depends on how you use AI in this case. If you simply give a generative AI tool a prompt and ask it to create a landing page you probably won\u2019t have much luck. You could share examples of other pages you already wrote to see if the tool can spit back something that incorporates the tone of voice you already took on previous pages you yourself wrote.<\/p>\n Beyond that, I\u2019d recommend using AI to maybe write a short summary of a product or a header that you could incorporate into the overall page, not to write full pages at a time. <\/p>\n Giuseppe<\/strong>: I don\u2019t really think this is the case. Actually, it\u2019s exactly the other way around. AI can\u2019t adapt to specific tones and voices and multiple tests have proven that. This might change of course. <\/p>\n Our clients have been very vocal with requesting non-AI content. It\u2019s also for this reason that we have implemented some AI tools to help them and to guarantee our writers a \u201csafer\u201d environment within our marketplace.<\/p>\n Our AI Content Detector identifies with exceptional accuracy content created by Artificial Intelligence in our marketplace, ensuring original human content every time. Our AI Stylemetrics tool finds writers matching customers\u2019 brand tone and voice and guaranteeing a perfect style match.<\/p>\n Mordy<\/strong>: Absolutely. I think there\u2019s a legitimate question of how unique a given piece of content needs to be. Let me be clear, as a rule, I am a staunch advocate of finding ways to make your content unique, more targeted, and better than what is currently available on the web.<\/p>\n At times, however, you may have a page that runs through some basic definitions or answers snippet-level questions that have been done 100 times over where there might not be much to add in order to differentiate.<\/p>\n That\u2019s not to say you couldn\u2019t – you always can. In these cases, we may see a lot of very similar content created by generative AI (much the way that a lot of this content is already not very good and very similar to each other). <\/p>\n Mordy<\/strong>: The idea of equating AI generated content with E-E-A-T is a contradiction in my opinion. AI cannot have either experience nor expertise. It can spit out information that may reflect expertise but it itself does not have that expertise per se. Certainly it cannot have actual experience because \u201cit\u201d doesn\u2019t exist on that plane.<\/p>\n Mordy<\/strong>: AI isn\u2019t going anywhere. In the short term, I do worry about companies making rash decisions about what they do and don\u2019t need. I think that will level out as time goes on and the limits of AI are exposed (especially as the average user becomes more skeptical about what they consume on the web). <\/p>\n That said, I do think things like workflows and areas need change. In that sense we can see a lot more jobs related to copy-editing, just for example.<\/p>\n Giuseppe<\/strong>: <\/strong>As Mordy mentioned multiple times, nothing will replace human touch. AI won\u2019t be a substitute for human writers, but rather an assistant to them. AI will never be able to, for example, replicate actual experience. It may attempt to mimic experience but that will inherently always come up short. AI-content generators can\u2019t write about events or changing topics either.<\/p>\n They also struggle with subjects that society hasn\u2019t formed a general consensus on, among them social, politics and religious issues. If you attempt to generate text on these topics you might end up with very inaccurate, or out-of-date content.<\/p>\n Mordy<\/strong>: There are a lot of ways to use AI generated content to help solidify your SEO efforts. These range from using AI to help you create outlines of content to having the AI write a simple FAQ (which you should very much edit) to feeding AI a summary that it can use to create a meta-description or even a title tag and headers. <\/p>\n AI isn\u2019t evil – it\u2019s a tool with limits that needs to be used the right way. <\/p>\n Mordy<\/strong>: Let\u2019s first say that AI is really the wrong term – what we mean is machine learning. Google has been using machine learning since 2015 to better understand things like user intent, what elements of content are important to users for specific types of queries, the overall context of content, etc. <\/p>\n These properties include things like RankBrain, BERT, and a bit of Google MUM. <\/p>\n In a nutshell, Google has been using machine learning very effectively to better understand content per se and the interrelated nature of various topics, etc. <\/p>\n As a result we\u2019ve seen all ranking systems hit the SERP (for example the Helpful Content Update<\/a>) and I\u2019ve only seen the results, as a whole, get better and better.<\/p>\n Mordy<\/strong>: Again, I don\u2019t think there is a hard and fast rule. It\u2019s more of a question as to maintaining content quality. Can you offer a nuanced and expert driven targeted content experience – that\u2019s the fundamental question.<\/p>\n Mordy<\/strong>: As mentioned, AI is not good at transmitting knowledge from experience. This is mainly since it\u2019s impossible for it to have actual experience. Giving it closed tasks like \u201cwrite a header for this paragraph\u201d or \u201clist entities related to \u2018party planning\u2019 are more aligned to using AI the right way. <\/p>\n Mordy<\/strong>: AI can\u2019t do SEO. It can\u2019t ensure your pages are discoverable by search engines or that your site is structured in an efficient way for users and bots nor can it fundamentally build the content on the site with the right level of detail and E-E-A-T.<\/p>\n Giuseppe<\/strong>: <\/strong>AI content can\u2019t be copyright protected. US law states<\/a> that intellectual property can be copyrighted only if it was the product of human creativity, and the USCO only acknowledges work authored by humans at present. Machines and generative AI algorithms, therefore, cannot be authors, and their outputs are not copyrightable.<\/p>\n Here are the questions Mordy answered live at the webinar<\/p>\nWhich prompts do you recommend for writing SEO optimized content?<\/h2>\n
How to identify if the content is AI generated? <\/h2>\n
Are search engines really able to detect AI-generated content, especially if all the right keywords are used?<\/h2>\n
Will content writing become obsolete with AI? <\/h2>\n
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What’s the best way to incorporate AI into social media posts while still keeping the content unique?<\/h2>\n
How is Rock Content using AI to produce content?<\/h2>\n
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How can I leverage AI for content for my website without the content not having my voice and tone or being unspecific?<\/h2>\n
AI is dangerous. It can adapt to different “voices” and copy the patterns. I believe it will force writers who use a specific “voice or style” out of business, especially where SEO is considered. <\/h2>\n
Is there any risk of AI-generated content for SEO becoming a ‘sea of sameness’, if it is always being asked to optimize for the current search algorithm?<\/h2>\n
How bad is AI generated content from an EEAT pov? Are there any generative AI tools apart from ChatGPT you would recommend that can help with SEO content creation\/inspiration?<\/h2>\n
Will AI change the job landscape? Which new jobs can be expected out of this revolution?<\/h2>\n
In a world where everyone is using ChatGPT to do their keyword research and writing done for them, how can OG writers continue to compete? And are there any crawlers in production that can identify AI-generated content?<\/h2>\n
How to use AI for blogs that are SEO friendly and help improve ranking and analytics?<\/h2>\n
Since keyword research is already optimized and facilitated through machine learning, will AI actually help to analyze search terms and behaviors, or take us further away from user intent?<\/h2>\n
We are using AI content in marketing material and are considering using more AI content and AI illustrations. Is there a rule about how much AI generated content is starting to be bad for SEO? Our content is aimed at professionals in f. ex. payroll and accounting.<\/h2>\n
What one area of SEO is AI really good at? And one area that it is really bad at?<\/h2>\n
I have read that AI will negate the need for SEO, is that true?<\/h2>\n
Might AI content be copyright protected?<\/h2>\n
Live questions from the webinar<\/h2>\n
How does the AI content interact w\/ the SEO algorithms and how do I best create content that is most effective?<\/h3>\n