With the introduction of AI models like ChatGPT, many business owners anticipated that DIY marketing would be a breeze. However, studies have shown that search engine algorithms like Google’s are cognizant of the cheap and quick solution many businesses are now using to produce large amounts of content – and they are penalizing sites for it.
Tools like ChatGPT are the future and they are creating pathways to stronger digital content. However, typing a request into ChatGPT alone is not enough to produce a good result. There needs to be a strategic mind engineering the prompt and optimizing the final content. This phenomenon is called Collaborative AI.
We conducted a study to compare the quality between a blog written by ChatGPT with a single prompt and one written by ChatGPT using the same prompt with a collaborative AI approach. This blog outlines the pitfalls shown from using AI tools in the wrong way.
Creating AI Content Prompts
We provided ChatGPT with the same prompt twice “Write me a blog about the importance of email marketing in the post covid-19 world”. Below are the results comparing just the prompt vs. the prompt plus collaborative AI.
Content written with single AI prompt:
Pros: The AI generated content was written with proper spelling and grammar. It flowed nicely and made sense. The content was produced in a matter of seconds.
Cons: This piece was not written with SEO standards or the right target audience in mind. There was a regurgitation of accessible information, but no critical thinking done by the machine. There were significant problems and improvements that needed to be addressed to reach the optimal target audience.
Content Written with Collaborative AI
Pros: The content was written using relevant keywords, links, and additional resources with a target audience in mind. This blog was fully optimized for SEO and needed no additional content edits in the publication stage to have maximum impact. There was SEO tactics embedded into this blog to help the overall site’s crawlability and rankings like internal linking and text variations. Images and buttons were also included in final production for user experience.
Cons: This content took 10 minutes longer to create the final product and required some additional information about the topic.
Our Recommendations for Creating Strong AI-written Content
- Human Editing – Use AI as a starting point and have a human edit, refine, and enhance the content for tone, accuracy, and flow.
- Uniqueness – Use your individual knowledge and experience to help guide ChatGPT in the right direction. You are the expert in your industry and your information matters. Don’t forget to E-A-T (Expertise, Authoritativeness, and Trustworthiness)
- Tone & Intent – Your audience is likely human and can interpret information differently based on the tone and their buyers’ intent. Provide audience data to set the stage.
- Add Resources – Your primary content likely has some data to support it. Whether it is content from your own website, or an external resource don’t forget to include sources for ChatGPT to reference!
Conclusion
When writing content for SEO, AI can produce great content – as long as it is being used in the right way. The key is balancing efficiency (using AI for drafts) with expertise and refinement from human input through collaborative AI.
AI is here to stay and as a marketing agency we are excited to add it to our toolkit for producing high quality content that ranks in Google. It is evolving to create products beyond blog writing. Learn more about what Collaborative AI can do for your business.
Are you ready to enhance your SEO and create quality content to be found in Google Search? Contact us to get started.
