“In times of rapid change, experience could be your worst enemy.”— J. Paul Getty
As the world becomes increasingly digitized, businesses of all sizes already know they need to establish an online presence in order to reach new customers and grow revenue. However, as the use of Artificial Intelligence (AI) becomes more prevalent in the online space, it’s becoming clear that traditional strategies for content marketing and SEO may no longer be effective. In order to thrive in this new AI-rich environment, business owners need to adjust their thinking and implement a new strategy for their content.
If you or the people in charge of your online marketing and SEO are holding tight to “experience” in these areas, you could be in for a rude awakening.
Here are some strategies to help business owners begin to understand how to navigate SEO and content marketing in the new environment:
Understand the basics of AI
The first step in adjusting to the new environment is to understand the basics of AI and how it is being used in the online space. AI is a broad term that refers to technology that can simulate human intelligence, by using machine learning, natural language processing, and computer vision to replicate the human mind and the human condition.
These technologies are being used in a variety of ways, including personalization, content generation, and search ranking. It’s important for business owners to have a general understanding of how these technologies work, so they can start to think about how they might be able to leverage them in their own content strategy.
Evaluate your current content strategy in the context of Artificial Intelligence
The next step is to evaluate your current content strategy to identify any areas that may be at risk in the new environment. One of the key areas to focus on is the quality of your content. Review your analytics for pages that have dropped in ranking and have increased bounce rates. If the cause is not obvious to you or those in charge of your SEO and content, there are AI tools to do the analysis and make recommendations for edits. The tools you use or the service options you have with your SEO provider will dictate the level of assistance you have in this area.
With AI-powered algorithms becoming better at identifying and penalizing low-quality content and black hat techniques, it’s more important than ever to create high-quality, original content that provides value to your audience.
Additionally, it’s important to consider how you’re currently optimizing your content for search engines. If you or your provider relied heavily on keyword stuffing or other black hat techniques that worked in the past, your rankings have most likely been hit hard in the last year, and you may have been penalized or de-indexed. We have fixed those issues and got clients off the Google Naughty list, but the longer you wait to fix any issues, the more costly it becomes to your digital reputation.
Better Identify your target audience
One of the key advantages of AI is its ability to personalize the online experience for individual users. However, this also means that the audience for your content may become more fragmented.
It’s important for business owners to take the time to identify their target audience and understand their needs and interests. This will help you create content that resonates with them and increases the chances that they will engage with your brand.
Unfortunately, this is the most challenging part of working with many SMBs, so using AI to help create a model of their audience will be incredibly helpful.
Create valuable content AI can’t answer, with the help of AI for Quality Control
With a good understanding of your target audience, the next step is to create content that provides value to them. This might include blog posts, articles, videos, infographics, and other types of content that are relevant to their interests and needs. Creating content that AI bots can’t answer needs to be your goal.
The key is to focus on quality rather than quantity. Rather than creating a large number of low-quality pieces, focus on creating a smaller number of high-quality, informative pieces that will be more likely to be shared and attract backlinks.
The use of AI tools will help you “check your work” and will help you ensure you’ve hit all the points that are important to your audience. Think of AI as a quality control tool, not a way to cheat the system, and you’ll do well.
Use AI to enhance your content
Once you have a good understanding of your target audience and have started creating valuable content or see you need to revise old content, the next step is to use AI to enhance your content (not create it for you without your input).
This might include using AI to optimize your content for search engines, generate personalized content for individual users, and improve your old content that used to resonate or rank but has dwindled.
For example, you can use AI-powered chatbots or machine learning algorithms to generate new ideas for content based on what is valuable and important to your audience and customers. Analyzing how people and algorithms interact with your blog posts, emails, and social media posts will help you get a better understanding of those metrics.
Don’t be surprised if you feed AI content you’ve written, and it tells you things about your writing that are important to your audience but you never knew you were missing.
Measure and iterate
Finally, it’s important to measure the success of your content strategy and make adjustments as needed. Just as humans get it wrong sometimes, so too does AI. It’s only as good as the information its fed (for now, anyway).
It’s important to continue experimenting with new technologies and techniques to stay ahead of the curve. As AI and other technologies continue to evolve, new opportunities will arise for businesses to leverage them in their content strategy. Keep an eye on industry developments and be open to trying new things.
The Negative and Positive Impact of AI on Content Marketing
First – The negative impact of AI
First, AI-powered algorithms may be able to identify and penalize low-quality content more effectively, making it harder for websites that rely on such content to rank well in search results. But is that really a negative? For the purposes of this post, we’re keeping it in the negative column for SEOs and content creators, but we think this is a positive improvement to the entire ecosystem. In the short term, AI may penalize brief but concise content as being spammy or low quality when it is not. That phase should be short, but it’ll make you think twice about posting useless fluff for the sake of posting.
Second, AI-powered systems could be used to automatically generate high-quality content, making it more difficult for businesses to create content that stands out and gets noticed.
Third, AI-powered personalization could lead to a more fragmented web, where different users see different search results and content, making it more difficult for businesses to reach a wide audience in the Web2 landscape, so we only see this as a negative for current Web 2.0 architecture. Web3 – the decentralized web – will overtake Web2 as well, so AI will be vitally important to and part of blockchain SEO (stay tuned for more on the topic of Web3 SEO later). However, these impacts can also be an opportunity for companies that can use AI to create unique and valuable content, optimize for search results, and understand and personalize for their audience.
Despite these benefits, it is important to remember that AI can also be used for manipulative and spammy practices, which can lead to penalties from search engines. To avoid penalties, it’s important for businesses to focus on creating high-quality, valuable content that provides value to users. Businesses should use AI in a way that is compliant with search engine guidelines and does not engage in manipulative practices.
Second – The positive impact of AI
Artificial Intelligence has the potential to revolutionize the way businesses operate online. While many businesses may be concerned about the potential negative effects of AI on their SEO and content marketing efforts, there are also hidden opportunities and benefits of AI that can help businesses stand out in the digital landscape without getting penalized by search engines like Google.
One of the most significant benefits of AI is its ability to personalize the online experience for individual users. By analyzing data from a user’s browsing history and search queries, AI can create a personalized experience that is tailored to the user’s interests and needs. This not only improves the user experience but also increases the chances that the user will engage with a business’s brand.
Another major benefit of AI is the ability to automate tasks. Businesses can use AI to automate tasks such as content creation, optimization, and distribution. This can help businesses create more content in less time, which can lead to higher search engine rankings and more visibility online. Additionally, AI can be used to automate the process of content optimization, making it easier for businesses to create high-quality content that is optimized for search engines.
AI can also be used to enhance the performance of content marketing campaigns. By analyzing data from social media and other sources, businesses can use AI to create targeted and personalized campaigns that reach the right audience at the right time. This can lead to higher conversion rates and a better return on investment.
One of the biggest advantages of AI is the ability to generate insights from data. Businesses can use AI to analyze data from their website, social media, and other sources to gain insights into customer behavior and preferences. This can help businesses create more effective content and marketing campaigns and improve their overall online presence.
AI can also be used to automate the process of link-building. By using AI-powered tools and algorithms, businesses can identify high-quality link-building opportunities and automate the process of building backlinks. This can help businesses improve their search engine rankings and visibility online without engaging in manipulative link-building tactics that can lead to penalties from Google.
Improving user experience and engagement is an additional benefit. AI can help businesses create more engaging and interactive content for their users. Using AI to generate personalized videos, images, and interactive graphics can help businesses create content that stands out from the competition, attracts more engagement from users, and improves communication between businesses and users.
AI has the potential to transform the way businesses operate online and can be a powerful tool for businesses that are looking to stand out in the digital landscape, if used appropriately, without getting penalized by Google or other search engines.
From personalization and automation to data insights and enhanced performance, AI offers businesses a wide range of benefits that can help them improve their online presence and attract more customers. By understanding the opportunities and benefits of AI, businesses can create a content strategy that not only survives but thrives.
Creating a content strategy that thrives in an AI-rich environment requires a new way of thinking. Instead of relying on traditional methods, business owners need to focus on creating high-quality, valuable content that speaks to their target audience.
As for AI-generated images…
They still have a long way to go, in my opinion. I tried to generate a custom image to match this post. After several attempts, below are just a few of the truly bad (but a little frightening and funny) images AI generated for this post.
Don’t sit back and wait to be forced into adapting. Start now to get ahead of the competition. The pace at which AI and Web3 are going to change marketing will require a whole new strategy and a lot of learning as we go. Take calculated risks and have fun with it!