That’s what some people are saying, and they’re dead wrong.
AI writing has made waves in the content marketing world. It holds a lot of promise for streamlining various SEO writing tasks. On the extreme end, some believe that it can replace writers and marketing strategists altogether.
But what’s the truth when it comes to ChatGPT and other AI tools?
In reality, AI tools do offer powerful features that can greatly help to improve content planning and writing process. The truth is that this technology is disrupting content writing and marketing, and it’s something useful to embrace.
New technology can be intimidating, just think about how people thought about the first calculators or computers replacing humans. Instead, these tools empower people to work faster and better. But much like those tools, AI requires human intervention to make the most of its features.
Let’s take a closer look at the truths behind using ChatGPT for two content marketing areas:
- SEO title tag and meta description
- Web page and blog content.
1: AI-Generated Page Title and Meta Description
For example, I used my client’s home page, Bellissima Skin.
The command I gave to ChatGPT was to write the title tag and meta description for a specific URL page.
As a result, I discovered that ChatGPT is best to use for ideas, but it definitely needs human oversight. There are things that are needed to be changed and updated, for example, the name of the business is just Bellissima Skin and does not end with Care as the output of ChatGPT gave.
Further, there is no mention of organic product on this site’s page and not what the site is promoting.
Simply copying and pasting the generated content wouldn’t be good for the brand or site! It contains key errors that would impact the web page from an SEO standpoint, but also would confuse potential customers.
Then I did the same ChatGPT search for the same client but another landing page:
Again, the site’s page focuses on eyebrows, eyeliner, and lips, for where the permanent makeup is performed. Yet, those areas of the face were not mentioned as a result of the meta description output. So it is best to have human oversight and use ChatGPT for ideas. Otherwise, there’s a risk of inaccurate or lack of information that can have negative effects on SEO and user experience.
2: AI-Generated Web Page and Blog Content
While ChatGPT and AI writing tools are helpful, there are ways to NOT use them. One of these ways is to write your web page and blog content 100%.
While Google considers text written without human review as spammy. Google released a new update called Helpful Content Update, which is impacting SEO and ranking. It is designed to reward websites that produce high-quality content. Google wants a more human touch and authentic approach and not just content focused on keywords. This means that content must be informative, well-written, and provide value to the reader.
Google focuses on people-first content that is original. One of the biggest issues with AI-generated writing is that it re-spins information already available. So, even if it is uniquely written and passes a plagiarism check (which you still need to check each time), it’s not necessarily presenting new ideas or perspectives.
The goal is to produce high-quality content that’s packed with value for the reader or webpage visitor. Part of what makes content high-quality is the touch of unique stories and experiences. AI can’t add these in for you unless you tell it about these experiences.
So, when it comes to writing blog posts and web pages, human oversight is still essential. For one, human intervention can vet the content for quality. Additionally, human oversight will help personalize the content, ensuring it offers maximum value for your audience.
Humans Get the Most Out of AI Tools
As you can see from the examples above, AI tools like ChatGPT are not perfect. If you simply copy and paste every output, then you’ll get content that’s riddled with errors and lacking essential elements.
Does that mean you should avoid these tools altogether?
Not necessarily! On the contrary, ChatGPT can help you quickly enhance the SEO of a web page by generating helpful ideas that you can work from. It can help you overcome writer’s block and get the basic ideas down. However, if you do not have writer’s block then go with the natural authentic value-packed flow.
The reality is, AI writing tools still need human interaction and oversight. For one, the better, more detailed prompts you put into the tool, the better output you get. It still takes ample time and effort to craft the ideal prompts and learn how to coax the best from the tool. Even before editing the output, human engagement is required to generate something useful. Knowing what and how to ask ChatGPT is critical.
Furthermore, human interaction is viral for revisions after the tool provides content. AI isn’t perfect, which means a person must proofread and fact-check the information before using it. Humans still need to make edits in terms of the information provided, but they may also need to personalize the content with unique stories and personal experiences.
Human Oversight is Critical for AI Writing Tools
The bottom line is: AI isn’t taking the place of humans.
It’s promising, that’s for sure.
But the idea that it replaces humans is not true if your goal is high-quality, high-value content that will rank on search engines in the long run and generate conversions.
AI writing tools are extremely helpful, even with the errors they make. However, they aren’t a replacement for marketing and writing expertise. They still require effort and background knowledge to make the most of these tools.
Humans need to enter useful prompts, proofread and edit, and amp up the content with personal experiences. ChatGPT still needs humans, but it can be a huge help when used correctly!