Should Small Businesses Use AI Content to Boost SEO?
Short answer–yes and no. A quick recap of where we are: In November of 2022, ChatGPT launched to the public and accomplished the unthinkable. It created generative AI content that wasn’t straight trash. Since then, there’s been a gold rush with everyone from enterprise businesses to legacy media to small businesses clamoring to “get rich quick” with cheap content.
If you’re a small business owner sitting on the sidelines wondering if AI content is the next Facebook or the latest GameStop fever, this article is for you. To successfully leverage AI to boost your small business SEO, you need a balanced approach that minimizes risk while maximizing the benefit. Here’s how to do just that.
First thing first…
Will AI-Generated Content Help Your Business?
Maybe. If done correctly, AI-generated content can be an enormous boon for a small business that otherwise wouldn’t have the money or time to roll out a content program robust enough to work.
The challenge is that AI content tends to be pretty mediocre. Remember that it was less than a year ago that we surpassed the milestone of “straight trash” for the first time. Plenty of organizations are going hog wild on AI, and some of them are being rewarded by search engines for it… for now.
The past teaches us that this is temporary. Search engines hate it when you game the system, and Google, in particular, has a long history of rolling out algorithm updates that address what’s referred to as “black hat” SEO (if you’re familiar with Westerns, you know black hat means you’re… not the good guy). It’s generally assumed that it’s only a matter of time before Google Search cracks down on AI-generated content (they already have taken action regarding Android apps). That means the folks who have run amock with AI, using it to 10x their website traffic overnight, may see their search rankings fall just as quickly (aka, they're headed for a GameStop situation).
To be successful with AI content in the long term, you need “human bookends” to drive the strategy and to control the quality of the content.
How “Human Bookends” Can Maximize the Benefits of AI Content (While Minimizing Risk)
Human guidance and regulation go a long way toward maximizing the ROI of AI content while minimizing risk. Here’s a quick workflow you can use.
Step 1: Outline the Strategy (Human)
Every piece of content your business creates should serve your overall content strategy. Who are you trying to reach (target audience)? What job is your content designed to help them do? How will this piece of content fit in with your other marketing efforts?
If you’re using AI to create a blog post, landing page, or website copy, start by having a content strategist determine:
What: Topic, working title, length (word count), section headings.
Where: where will this content live?
When: When will it be published? How does it fit in with the rest of your marketing? If you have an editorial calendar, where will this content slot in?
Why: What purpose is this serving? What “job” does it need to help your audience complete? What does the content need to include to help them do that?
How/Who: What language do you use (notes on brand voice)? Write a quick synopsis of your brand as if it were the writer, so the robot knows “who” needs to write the piece.
Congratulations, you’ve just made a content brief for the robot scribes!
Step 2: Input Your Data Into ChatGPT (Human)
The next step is to take all the info from your brief and input it into ChatGPT. I highly recommend including section headings in your AI content brief. This will 1. Ensure that the content covers what you need it to cover. 2. Provide a better reader experience. 3. Make the blog post easy for you to edit, which you will need to do.
The “where” and the “when” don’t necessarily have to be included in your AI content direction, so you can keep a mental note of those until later.
Example: An AI content brief for this article might look something like…
“What: Write an 1,000-word blog post on the topic “Should Small Businesses Use AI Content to Boost SEO?” The post should include these headings: Will AI Generated Content Help Your Business?, How “Human Bookends” Can Maximize the Benefits of AI Content (While Minimizing Risk), Step 1: Outline Your Content (Human), Step 2: Input Your Data Into Chat GPT (Human) Step 3: Generate (AI), Step 4: Edit (Human), Why Experts Can Get More from AI Content, The Ethical Considerations of AI Generated Content
Who/Why: The blog post should be tailored to an audience of small business owners (1-15 employees) who have a shoestring budget for their content marketing program. They need to understand how they can use AI to boost SEO for their website while avoiding the potential drawbacks of AI.
How: Write in a conversational tone using short sentences.
Who: Use a brand voice that is knowledgeable, pithy, and irreverent. ”
NOTE: I did not use AI to create this blog post, but I thought it would be fun to use as an example. At the end of this article, I’ll include the AI-generated version so you can see what the robots would have done with the brief.
Step 3: Generate (AI)
This is the fun part. Hit enter and let the robots generate content that matches your brief in seconds.
Step 4: Edit (Human)
DO NOT SKIP THIS STEP. You must, must, must edit the AI content in its entirety. No skimming. The only way to ensure it is readable and (most importantly) factual is to review it with a fine-tooth comb. Otherwise, the quality will be spotty, and factuality will be unreliable, making the content a potential liability.
Why Experts Can Get More From AI Content
The greater the expertise of the people involved, the greater your potential return from AI-generated content. That’s because AI is a tool. The more expertly you use it, the better the results you can create.
The Ethical Considerations of AI-Generated Content
AI-generated content comes with a whole host of ethical concerns. I encourage you to consider 2 before embracing it as a part of your overall content strategy.
Replacing human jobs with robots: The most obvious ethical consideration is that relying on ChatGPT has to potential to replace human workers with robot workers.
ChatGPT was built with sweatshop-like conditions for the workers inputting data to train the AI. You will want to consider whether or not you feel comfortable with your business profiting off these working conditions.
Would This Article Have Been Better Written by AI?
I’m gonna to say no, but I’ll let you judge for yourself. Using the AI content brief above, here’s how ChatGPT wrote this article.
“Title: Should Small Businesses Use AI Content to Boost SEO?
In today’s digital world, where every click, like, and share matters, small businesses need to make their online presence felt. But with shoestring budgets and limited resources, they often find themselves struggling to keep up with the content demands of SEO. Enter AI-generated content, a hot topic in the digital marketing sphere. But, should small businesses jump on the AI bandwagon? Buckle up, folks, as we dive into the world of AI content and its impact on SEO.
Will AI-Generated Content Help Your Business?
Let’s kick things off with the million-dollar question: Will AI-generated content work its magic for your small business? The answer? Well, it depends. AI can be a lifesaver when you’re crunched for time and resources. It can help you churn out blog posts, product descriptions, and even social media updates faster than you can say, “search engine optimization.” But hold on, there’s a catch. AI content can sometimes feel as soulless as an overcooked microwave meal. So, it’s crucial to strike the right balance.
How “Human Bookends” Can Maximize the Benefits of AI Content (While Minimizing Risk)
Small businesses, say hello to your secret sauce: the “human bookends.” These are the folks who bring the warmth and authenticity to your AI-generated content. Here’s how they can help you ride the AI wave while minimizing the risk of ending up in a digital wasteland:
Step 1: Outline Your Content (Human)
Before you dive into the AI abyss, start with a solid outline. Your human touch will ensure that your content has a clear purpose, structure, and tone that resonates with your audience. Think of it as the recipe that makes your AI-generated content a gourmet meal.
Step 2: Input Your Data into Chat GPT (Human)
Now comes the AI part. Input your well-structured outline into AI-powered tools like ChatGPT, but don’t hit the “generate” button just yet. Your AI buddy needs some direction, and that’s where you come in.
Step 3: Generate (AI)
Let the AI do its thing. It’ll whip up a draft faster than you can say, “I wish I had more hours in a day.” But remember, AI can be a bit robotic. That’s where the next step comes into play.
Step 4: Edit (Human)
This is where your human bookends shine. Put on your editor’s hat and give that AI-generated content some much-needed personality. Add flair, fix grammar glitches, and make it sound like it was written by a real, relatable human being – because it was.
Why Experts Can Get More from AI Content
Experts, listen up! You might be wondering if AI-generated content is beneath your expertise. Well, think again. Even the savviest small business owners can harness the power of AI to streamline their content creation process. AI can help you save time, so you can focus on what you do best – running your business. And hey, who doesn’t love a little extra time in their day?
The Ethical Considerations of AI-Generated Content
Now, let’s address the elephant in the room – the ethics of AI-generated content. While AI can be a game-changer, it’s essential to use it responsibly. Plagiarism and unethical content generation are real concerns. Make sure your AI tools are set to create original content, and always give credit where it’s due. It’s a small business owner’s duty to play by the rules.
In conclusion, AI-generated content can be a lifesaver for small businesses looking to boost their SEO game on a shoestring budget. With the right human touch and ethical considerations, you can ride the AI wave to create engaging, SEO-friendly content that connects with your audience. So, don’t be afraid to dip your toes into the world of AI content – just remember to be the “human bookends” that make it shine. Happy writing, small business warriors!”