Let me be upfront. AI is not a new concept in SEO. It’s been there for decades. In fact search engines like Google have been alaways using AI algorithems to understand humans better and to find more relevant high quality results for each query. Remember Google’s RankBrain or Natural language processing?! They are both AI systems!
AI systemes have made huge progress. That’s true. But they are not revolutionary stuff. And that goes for ChatGPT too! I mean there are plenty of AI content generation tools out there that actually use ChatGPT to create content. There are also a lot of other tools like Jasper that use literally the same model to produce content. The only thing that these writing tools like ChatGPT brought to the table is the chat interface. Apart from that everything is just like before.
Now let’s put all this aside and let me ask you one little question. If you didn’t have any budget limitation, which one would you choose? Would you prefere to have a human write your content or an AI writing tool?
If it was me I would want humans to write my content because humans can add perspective to a text. Just like what I’m doing right now. AI tools can’t do this. All they can produce is generic lifeless texts. And generic is not what you need in this competetive digital landscape. Now I don’t want to question AI’s abilities. I’m not suggesting to put it aside completely. what I mean is that modification of purely AI written content is a must if you don’t want your marketing efforts to go to waste. the latest researches affirme my point.
A study conducted by Search Engine Journal in 2022 examined the performance of AI-generated content compared to human-written articles. The researchers analyzed a range of articles across different niches, focusing on metrics like organic traffic, engagement rates, and time on page. The results indicated that while AI-generated content could rank for less competitive keywords, human-written articles typically outperformed in more competitive sectors. Because human writers often infuse creativity and contextual understanding to the text which resonates better with audiences, and so they lead to higher engagement.
Another significant research by SEMrush looked at the effectiveness of AI-generated content that had been edited by human writers. The findings suggested that combining AI tools with human oversight significantly improved the quality and engagement of the content. Articles that were initially drafted by AI and then refined by humans often ranked better on Google than both purely AI-generated and purely human-written content. The enhanced quality and relevancy due to human modifications appeared to lead to better SEO performance.
