In the ever-evolving landscape of digital marketing and SEO, staying ahead of the curve is essential. Enter Artificial Intelligence (AI), a revolutionary tool that has the capability to completely transform how we, as marketers, plan topics, create content and optimise websites. But how much of an impact will AI have on us as skilled humans and on search as a result?  Basically, are we all out of a job?! (note: yes the beginning of that opening paragraph was written by AI)

I decided to have a little play around with Chat GPT and work out for good whether robots are primed to take our jobs or whether we could perhaps all live and work together in harmony.

I asked AI to

example of ai text instruction

And within seconds, we had the following…

Enhanced Content Creation

AI-powered content generation tools, like GPT-3, have made it easier than ever to produce high-quality, engaging content. These systems use machine learning to analyse vast amounts of text data, allowing them to generate human-like text. This means businesses can now create blog posts, product descriptions, and other website content efficiently and at scale.

Not only does this save time and resources, but it also ensures consistency in tone, style, and voice throughout your website. Consistency in content is key for SEO because search engines favour websites that provide valuable and coherent information to their users.

Note: But this is where a human has to interject – didn’t you find that a little too formal? Jargon heavy perhaps? And didn’t it feel like the text was fitting in appropriate buzzwords? Hmmm, let’s continue…

Keyword Research and Optimisation

AI can perform keyword research with incredible precision. These tools analyse search trends and user behaviour, helping you identify the most relevant and high-impact keywords for your content. AI can also suggest semantically related keywords, helping you create a more comprehensive piece of content that search engines love.

When integrating these keywords naturally into your content, AI helps improve on-page SEO, making your website more attractive to search engines and potential visitors.

Note: Despite asking for the text in English, this copy contained a lot of American spellings – so I have learnt using ChatGPT to be firmer and ask for English spellings of words. I have manually edited all American spellings.

Content Personalisation

AI has enabled a new level of personalisation in content delivery. Based on user behaviour and preferences, AI algorithms can recommend specific content to individual visitors. This not only enhances the user experience but also boosts engagement and, in turn, SEO rankings. Search engines value user satisfaction and engagement metrics, such as time spent on your site and low bounce rates.

Note: Okay, I agree with this point and the overall sentiment is what we do tell clients. However, it isn’t exactly using our tone of voice, so that needs a little tweaking.

Improved User Experience

AI is not just about creating content; it also plays a significant role in enhancing the overall user experience. Chatbots, for example, powered by AI, provide immediate responses to user queries, improving user engagement and satisfaction. This positively impacts your SEO, as search engines reward websites that keep users engaged and satisfied.

Note: Again, agree with this so with some further tweaking to make it more ‘us’, we could work with this.

Predictive Analytics

AI can also predict future content trends based on historical data and emerging topics. This can be invaluable in staying ahead of the competition and ensuring your website’s content remains relevant. By addressing trending topics, your website becomes more authoritative in its niche, which is another SEO win.

Note: Now this is where I’m not so sure – when I asked ChatGPT to predict future content trends for SEO using historical data and emerging topics, the reply wasn’t clear, due to the very nature of the beast that is SEO and Google. So whilst it did return a load of areas to consider, such as Analyse Search Trends etc, it didn’t really tell us anything we didn’t know.

screen shot of ai instruction


The integration of AI into content creation and website optimization is a game-changer for SEO. It streamlines content production, enhances keyword research, offers personalization, and improves user experience. These benefits, in turn, lead to higher rankings in search engines, increased organic traffic, and ultimately, greater online success.

However, it’s crucial to remember that AI is a tool, not a replacement for human expertise. Combining the power of AI with human creativity and strategic thinking will yield the best results. As AI continues to advance, it’s clear that its role in shaping the future of SEO is significant, making it a must-have in every digital marketer’s toolkit. Embrace AI, and watch your website rise through the ranks in the digital landscape.

Note: The conclusion made it feel very formal yet did end things nicely. However, I would strongly disagree with the final sentence as that’s a pretty bold statement to make! If only it were that easy! In addition, there’s no clear CTA which is how we tend to end most of our blogs, which would need to be added in manually. So I will write my own conclusion on the above.

A Human Conclusion

Whilst the content from ChatGPT did answer the initial query I asked, the tone of voice, the messaging and the personality within the writing wasn’t quite there. And the bold claim right at the end could be quite dangerous. But that leaves me with a further question – can we use AI for content or is it too much of a worry?
Duplicate content is clearly an issue as anything written by AI will be scraped from other websites. Depending on the topic and how much detail and direction are given at the start point, will determine how duplicate the content would be.

The AI written content was given a duplicate score of 70% which just isn’t going to cut it. Not only does AI content pose a potential duplicate content issue, but it also can create an issue with how your brand is viewed including an incorrect tone of voice, a lack of authority, and not necessarily utilising all of your expert knowledge.

So, in summary, yes you can use Chat GPT and other AI tools, and yes they can provide content in an instant which could tick a box from an initial glance. But, as we have shown above, you couldn’t just get something written and add to your site and expect to climb the rankings. You need to spend some time going through the content to fact-check it, check for spelling and grammar issues, insert your own thoughts and ideas and above all, add a bit of YOU into it.

There’s no denying that AI can be helpful, but it also could seriously harm your site if used incorrectly.

If you want to work with a team of Seriously Helpful humans who may use a little AI, but have a wealth of knowledge, experience and content ideas, then get in touch!

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