by Alan Rabinowitz
Artificial intelligence content has changed the way businesses think about their online digital marketing approach, including search engine optimization (SEO). AI technology can generate high-quality content at scale which allows businesses to improve their visibility online and reach greater volumes of organic traffic. Like any technology, managing AI content has pros and cons relative to SEO. This article discusses the influence of AI content on search engine visibility, as well as how businesses can use AI content to enhance their search engine performance.
Since ChatGPT surpassed 100 Million users, Google has its own AI for search called Gemini, which it has been developed with LaMDA AI.
Here’s a little info on LaMDA:
LaMDA, an acronym for Language Model for Dialogue Applications, represents the state-of-the-art in language generation model development in OpenAI. LaMDA is a language model specifically designed for generating natural language text across a broad range of dialogue applications, including chatbots, conversational agents, and voice agents. With a transformer-based model architecture, LaMDA builds upon other advanced natural language processors (NLPs) by being trained on a larger corpus of text data in order to generate coherent, sensible, and contextually relevant responses for a broad range of prompts used in prompt-based models.
The training data used to train LaMDA consists of diverse data: Wikipedia articles, recipes, and conversation logs enable LaMDA to generate not just knowledgeable but conversational prompts. For example, if your goal is to improve conversational engagement with a customer via chatbots or voice assistants, LaMDA model compatibility and its performance in providing engagement will be advantageous to consider.
Not only can LaMDA be used to perform conversational generation as its core value, but it can be used to perform multiple other typical uses of NLPs, such as text summarization and question answering. Such diverse capabilities also provide great value for businesses looking to improve their traditional use of NLP for typical business processes rather than social responsibility, branding, and marketing more broadly.
In summary, LaMDA is an advanced AI technology that can inform how businesses also approach their digital marketing agendas. LaMDA could generate high-quality content for marketing purposes, be used as a chat-based interface to engage customers via prompt text interactually, apply as an assisted engagement device, or lead to better performance and faster production within business processes that utilize NLP technology.
With that background information, we can discuss more on AI and SEO…
Before we discuss the implications of AI-generated content for SEO, it is necessary to establish a definition of AI-generated content. AI-generated content is defined as written or visual content that has been generated through artificial intelligence algorithms without the intervention of human beings. AI-generated content could legitimate purposes, such as: articles, social media posts, and product descriptions for e-commerce websites. The power of AI-generated content comes from AI algorithms that analyze data and generate content based on certain parameters, which could be, for example, keyword density, tone, and style.
The implications of AI-generated content in relation to SEO are evident. One of the greatest advantages is that a company can generate a large volume of high-quality content in a fraction of the time. This can help a particular business get ahead of competitors, and improve their online visibility. A prime example would be an e-commerce business using AI-generated content to generate product descriptions on its webpage, thus allowing it to add new, unique, and relevant content to its webpage. This could have a positive impact of SEO, as well as improve organic site traffic.
One further positive associated with AI-generated content is that it allows content to be personalized for a specific audience. One example would include AI analyzing a user’s browsing history, and generating content that is specifically targeted towards the user’s interests and curiosities which would promote engagement and a positive experience for a user which can indirectly relate to Search Engine Optimization.
Of course the most obvious potential drawbacks of AI-generated content exists in the form of quality. While AI creates content that is still relevant and high-quality, it does not carry the same creative advantage and nuance of human-created content; AI-generated content suffers a creative obstacle that can lead to unengaging writing that may not reader purpose or urgency at the service of SEO.
Another concern is duplicate content. AI algorithms can produce content that is similar to, or identical to, content that exists on the internet. As a result, search engines may penalize AI-generated duplicate content, and this could negatively affect any business’s search rankings.
Nonetheless, there are ways in which businesses can also leverage the power of AI-generated content for SEO despite its disadvantages. For instance, businesses could use AI-generated content for “less important” pages on their website, like category pages, while creating human-generated content for the “more important” pages, like the homepage and product pages. This could help bring businesses a higher quality of content to the pages that matter most.
Businesses can also use AI-generated content as a base or a focus or have a human editor examine and refine the AI-generated content so that they can produce high-quality content without sacrificing all of the values found in human creativity. This would help ensure that the content produced is high-quality, high-engagement, and relevant without losing creativity or nuance in the writing.
AI-generated content has the potential to change not only the way in which businesses view content creation but also as a means of approaching SEO in a digital marketing strategy. Although there are concerns related to the quality of the AI-generated content and duplicate content specifically, there are also extensive opportunities for generating content at any quantity and creating high-quality content without sacrificing the associated SEO. Taking notice of the warnings and conscientious guidance on the matter of AI-generated content in order to “prove” the quality of AI-generated content, it gives businesses an opportunity to leverage AI-generated content for increasing visibility and building organic growth through quality content.
So be sure to utilize AI wisely on your website and use a duplicate content checker to avoid plagiarism.