As a result of the introduction of generative AI, we are in the midst of a content boom. AI content creation tools like ChatGPT, Bing Copilot, and Google Gemini, have made it possible to create vast amounts of content in a short amount of time. This has resulted in Google targeting content produced at scale, such as AI generated content, with the intent to influence search results. .
However, as an SEO, I believe we must use these tools responsibly to ensure credibility and success for our clients. In this article, I’ll share some strategies regarding AI content creation and best practices for responsible AI content creation.
Encourage Human-Led Content Creation
While AI offers tremendous advantages in content creation, we must remember that these tools are best used as assistants rather than primary authors. Human insight, creativity, and experience are irreplaceable when it comes to crafting meaningful, engaging, and authentic content. AI should be used as a support for your writing process—not as a replacement for it.
I like to use AI for tasks that can speed up the content creation process, such as ideation, outlining, grammar and spelling checks, and structural improvements. For example, AI can help generate topic ideas, create a skeleton outline for your article, and even suggest ways to enhance readability. But the core content—the center of what you’re trying to communicate—should come from you. This ensures that the content retains your unique voice, expertise, and experience.
By integrating AI into your process rather than relying on it entirely, you maintain control over the quality and integrity of your work, resulting in content that truly resonates with your audience and upholds your credibility. WordCrafter is a newly introduced AI content creation copilot that is worth checking out. It positions itself as a support to the human-led process.
Emphasize E-E-A-T In Your AI Content
To create high-quality AI content, I think we need to rely on the fundamental principles of E-E-A-T – Experience. Expertise. Authority. Trust. Sure, ChatGPT and other AI can create content that shows a level of expertise and authority. But, we need to review and edit its output as it can (and will) produce inaccurate, false, and potentially dangerous information. And, because they tend to produce factually inaccurate information, there’s a distinct level of mistrust of the platforms. The problems with inaccurate and false information have recently lead to a congressional inquiry of AI Overviews. With any content you create, ensure it has your expertise and experience interwoven in it to create trust.
If you optimize for EEAT in a certain way, a beneficial outcome is that it can improve your chances of higher visibility in generative AI responses. The strategies to gain visibility in AI align well with EEAT and you can learn how in my article, “Generative Engine Optimization: Maximizing Visibility in AI.”
Check for Accuracy and Plagiarism
One of the biggest concerns I have with generative AI is inaccuracy and plagiarism. With some LLMs and generative AI, responses to your prompts may not include references or links to where the information was derived from. ChatGPT does not provide links to content usually unless prompted specifically to do so.
As content creators, it’s important for us and our clients that our work is original and accurate. I recommend using plagiarism tools such as Grammarly and Turnitin. Use Google Search as well.
For accuracy, I run fact-checks to ensure any data or assertions are from reputable sources. Here’s a good guide for determining reputable sources. Also, ensure that you are providing attribution to the sources you are referencing. This can be through links within the text or with a reference section at the end. This is also important for gaining visibility for content in generative AI like ChatGPT.
Use AI Content Detection Tools to Keep It Human
Another best practice I use to maintain humanity in content is AI detectors. These are tools that can scan your content and determine if it was created by AI or a human. Ensuring that your content passes the AI detector’s human test can help prevent negative repercussions for your clients.
One of the tools I’ve been using is AI Content Detector. This is available as both a web platform and an extension. What I like about it is that it provides an estimate of how much of the content provided was written by a human. Some other tools to check out include the GPT-3 Detector and AI Content Detector by Content at Scale.
The efficacy of these tools has been called into question recently. In my own experience, I’ve put in content I’ve written 100% of and it’s come back as AI written. OpenAI pulled the plug on their tool not too long ago citing a low rate of accuracy. As AI content creation gets better, it will continue to be more difficult to identify content created by AI.
Be Transparent About Using AI Content
I truly believe transparency is necessary when using generative AI for SEO content creation. I recommend that you be upfront with your clients about your usage of these tools and how they help them stay visible in search. Consider framing it as another tool in your toolbox, like Ahrefs, SEMrush, Moz, or Google Analytics.
To ensure transparency, I suggest providing a disclaimer in your content that acknowledges the use of generative AI. For example, adding a note at the end of your content that states, “This content was generated using generative AI technology,” will help maintain transparency and add credibility to you and your content.
Conclusion
LLMs and Generative AI are an incredibly powerful tool, but you need to use it responsibly. To use AI for content creation responsibly, I offer that we must keep the human element intact, have E-E-A-T in mind, check for accuracy and plagiarism, use AI content detectors to keep it human, and be transparent about its usage. By following these best practices, you can create high-quality, original content that stands out among AI-generated content and meets your clients’ needs.
