Can Businesses Replace SEO Content Writers With AI Content?
The buzz around ChatGPT and artificial intelligence (AI) makes people in the industry ask, can you now skip hiring writers? The answer is no. In fact, now is the best time to invest in an innovative SEO agency, one that’s replete with experienced marketing content creators.
This article lists all the reasons you should continue working with excellent writers for your content, covering the following topics:
- AI Is a Complement, Not a Replacement
- Google Is Getting Strict with Content
- AI Lacks Many Traits That Make Humans Great Salespeople
- AI Tools Right Now Are Still Costly and Segmented
- This Technology Can Mean Better Writers
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5 Huge Reasons You Should Not Replace Human Writers—Yet
The future of the search engine optimization (SEO) market is robust. According to ResearchAndMarkets.com, its market size could hit over $120 billion in 2028. The compound annual growth rate (CAGR) from 2023 to the end of the forecast period could be nearly 10%.
One factor fueling this? AI.
For Digital Authority Partners (DAP), AI and SEO are an excellent combo. The two together simplify some of the time-consuming and complex tasks, such as keyword research and topic ideation.
When paired, they are an amazing tool for scaling your business. Imagine doubling your article output in a month. Plus, using a platform seems cheaper than hiring an SEO agency.
But ditching your writers now in favor of an AI application is premature for the reasons below.
1. AI Is a Complement, Not a Replacement
Various AI-powered platforms are becoming reliable tools, but they are still machines that rely on humans to work.
In fact, machine learning (ML), which is one of the AI principles, relies heavily on human intervention. Large language models work by analyzing and parsing existing content. It explains why ChatGPT-3, despite being viewed as game-changing, can only provide data up to 2021.
Now that search engines want better content, old data no longer works. And rehashing marketing or topic angles, which AI seems to do for now, also doesn’t work.
What you need is ingenuity and creativity, which humans possess. Writers with these skills can then use the technology in the following ways:
- Find refreshing ways to talk about a common subject
- Create an original set of topics matching client requirements
- Discover opportunities to boost SEO efforts, such as low-hanging keywords
- Write a content brief that effectively speaks to the brand tone and target audience
- Increase article production to help speed up indexing, ranking, and getting domain authority (DA)
2. Google Is Getting Strict With Content
Many marketers know the significant effects core updates can have on rankings and traffic. And this is where human writers come in.
Google, for example, has rolled out the “helpful content update,” which outlines a huge change in how it assesses and values content: users first before search engines.
It does not exactly mean that Google prefers SEO to AI. What it means is that the content should be:
- Helpful, providing users with a clear guide on how to do things or answers to their queries
- Relevant, ensuring that the keywords, user intent, and content match
- Expertly written, indicating that you have firsthand knowledge, experience, and expertise to develop the article
- Fresh, giving more unique perspectives or angles that can help users in many ways, especially in decision-making
When used properly, AI writing and editing tools can help you create optimized copy that checks all these attributes.
However, the quality of the content AI produces still leaves a lot of room for improvement, even if it is not exactly subpar. Worse, however, if you publish it directly, Google might consider it spam, leading to penalties such as de-indexing.
To be worthy of Google’s rewards, any AI content still requires heavy editing, fact-checking, and revising, which only an expert writer or editor can do for now.
3. AI Lacks Many Traits That Make Humans Great Salespeople
When Apple released the iPhone in 2007, it transformed the mobile landscape, eventually killing the leaders at the time, Nokia and BlackBerry. But what made people fork out hundreds of dollars for a single mobile device?
Sure, the iPhone had cool features. But it was the benefits that catapulted it to superstardom:
- Swiping made it more convenient to type texts.
- It combined several tech products, such as a music player and a camera, in one device, so people didn’t need to buy and take care of several gadgets.
- You could now sync your data across several devices, making it attractive for people on the go.
And what about AI and its features? No doubt, AI content platforms help boost marketing returns by helping you create a long list of product or service features and benefits. It can craft compelling product descriptions to make customers say, “I want that.”
But if you want to be as successful as Apple as far as advertising goes, your content should be able to boost your brand’s personality, connect with emotions, and create a powerful story.
Humans have these traits down pat. AI still struggles in these areas because of its lack of creativity and empathy. It can only get so much from data-driven scenarios or if-then statements, so it does not know how to connect with people and appeal to feelings.
4. AI Tools Right Now Are Still Costly and Segmented
The cost is another reason to hire a writer instead of getting rid of one.
True, some providers provide subscription-based plans and discounts to users who commit to their services for an extended period. Plus, many AI providers now offer all-in-one packages with even better deals.
But because the market only has a few big players for now:
- The prices are stiff, charging per word; the tool might generate a month's worth of work.
- Most are ideal for teams and small businesses that want to scale.
- The free features are severely limited.
Further, AI applications these days feel segmented. It is hard to find one that does SEO, content writing, and pay-per-click (PPC) ads well. In the end, you spend more and manage more tools than before.
5. This Technology Can Mean Better Writers
AI can likely replace writers, but not the good ones. These are professionals who:
- Understand how to take advantage of the data and insights churned by these applications
- Know how to capitalize on the platforms to improve their efficiency and productivity
- Are aware of the trends in the industry and can apply them to their work
- Harness crucial data to help them better understand user intent and create content that resonates with readers
- Create more time for creativity, critical thinking, and comprehensive research because the AI takes care of the grunt work
The bottom line is that hiring those who know how to leverage technology means getting the best of both worlds: the efficiency of technology and the creativity of humans.
In the age of machine learning, AI is becoming a go-to tool for marketers and business owners who want to take their content marketing efforts to the next level.
But while it is a great technology for automation and optimization, it still has its limits. The best approach is to combine AI and humans, a powerful duo that can achieve great things in marketing.
Work with professionals who understand how to work with AI and have the skills and creativity to create compelling content. Contact us today to learn more.
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