AI and SEO: What Not to Do

Artificial Intelligence (AI) has been a hot-button topic for some time now. It’s been at the forefront of digital marketing for weeks (if not months) and it has people wondering. 

“Can AI be used to create copy for SEO?”

Well, earlier this year, Google expressly said that the use of AI is against its guidelines.

That’s straight from the horse’s mouth. 

However, (and while there are advanced AI detectors that can catch autogenerated copy), it’s important to note that if AI-generated copy meets search intent, it shouldn’t automatically be discredited as “black hat.” 

This brings up an interesting conundrum.

Namely, what can AI do for SEO, and what can’t it do?

But most importantly, what should it not be used to do (even if it can), if you plan on using AI in SEO? 

For our part, we’ve been invested in, and are actively researching, the potential uses of AI in eCommerce for the benefit of our clients. 

You can’t paint with broad strokes and count it out entirely. It has its uses. 

But from my perspective, as a copywriter – here are some things I learned while using AI tools. 

These are some important things not to do (ever!) if you’re going to use AI to help you research and draft copy. 

Don’t Copy and Paste from an AI Tool

This is crime number one. Do not, under any circumstances, copy and paste the unadulterated output from an AI tool and expect it to do you any favors. 

It should be obvious why you should not do this but I’ll offer a bit of explanation. 

One is that AI detectors can tell that it’s fake. If Google ever seriously cracks down on auto-generated content, your pages will get flagged. 

Another is that anyone can use it. If someone uses the same prompt as you, with the same AI tool as you, they’re going to get output that is either entirely the same, or for all intents and purposes, (basically) the same. 

We have a term for that in SEO. It’s called “duplicate content.” It incurs a penalty. 

Finally, it’s bland, it lacks voice. This will harm the UX of whatever page it “graces.” 

With that said, I get it. Some writers get writer’s block and need a little nudge every now and again. 

You can use AI to help you create an outline. You can use it as a starting point for research. Heck, you can even use it to create a blurb or two. 

But don’t say I didn’t warn you – if you do use it, make sure you go back through and polish that output so it’s at least a little bit your own.

Don’t Forget to Fact Check 

Something else I’ve noticed about the use of AI in SEO is that AI tends to make some serious mistakes. I’m talking bad, basic, and factually incorrect statements that are glaringly obvious to those who know what they’re talking about. 

Now, granted, this could be because I ask the AI tools really specific, niche questions (especially for some of our clients) but the fact stands. 

AI just does not get it right all of the time. Don’t believe everything you read about it. 

I’ve seen reports that AI has passed business and law exams. That may be true, but I’ve seen AI make some truly regrettable (and basic) mistakes. 

However, that doesn’t mean you shouldn’t use AI in SEO at all. It is still very fast and efficient and does decent research – you just need to fact-check. 

One thing that helps is using AI only for topics and industries around which you already have a decent working knowledge. That will help you catch mistakes. 

Either way, if you use AI in SEO to help you draft copy, checking its output is imperative. 

Don’t Let AI “Talk for You”

Another thing I’ve noticed while using AI tools like ChatGPT is that it’s not particularly good at writing the way humans do.

What I mean, specifically, is that it doesn’t write anything interesting. I know, AI is supposed to be able to write poetry and novels and creative copy and jokes – but as a former teacher and a self-professed poetry lover, let me tell you, it does not. 

Maybe what AI produces is categorically considered poetry or humor. But if so, it’s either terrible or I have terrible taste. One or the other. 

Why do I bring this up? Because informing your customers (which AI can do well) is only one aspect of page or blog copy. 

Your copy should also get customers interested, amused, intrigued, riled up – whatever. It should elicit some sort of human emotion. Get them excited about a new product; get them inflamed about something controversial; something like that.

Conversions are often spurned by emotional appeals like calls to action and urgency plays. Emotion more often than rationale, drives sales.

And AI is not good at writing with voice. It will not capture your brand and you can bet whatever it turns out will not get your customers interested.

So if you want to inform them about the “X benefits of using widgets,” go ahead. AI will do that just fine. 

But if you’re trying to entice and attract, do it the old-fashioned way. Promotional copy should be left to real writers, every time.

Another Important Caveat: AI Cannot Create New Content 

Last but not least, you absolutely have to keep in mind that AI cannot write anything that is new or experiential. 

Why does this matter? 

Because the market is already saturated with information that is known (or at least, exists) in some form or other. 

New products don’t succeed by being like everything else. New blog posts don’t get read because they are copied and pasted. New social media posts don’t get watched because they are more of the same. 

AI cannot use your product and then reflect on the advantages of using it. It cannot use reason to deduce a unique selling point of your goods. Only you (or a user) can do that. 

For instance, let’s say you want to write a guide to new customers about your top product that they should try first.

AI simply can’t do that because it’s never used any of them before. It can only regurgitate (and slightly reformulate) what already exists. 

Keep that in mind.

Why Take My Word for It?

Well, I’m a writer. This is my entire livelihood. 

That’s one reason. A better reason is that (while I am not a developer) I have extensively used both AI tools (including ChatGPT) and AI detectors, and I have seen firsthand what ranks, and what people read.

I’ve also seen content that doesn’t rank and doesn’t get read. 

From experience, I can tell you, if you’re going to use AI in SEO, make sure you heed my warnings. They are basic, but they will get you a long way. 

And, in case you were wondering, I wrote this. It is not AI-generated content. 

Although it would be pretty amusing if it was! 

Using AI in SEO, Effectively 

These are the most important caveats I have for would-be content producers that are interested in the relative competitive advantages of AI. 

You can use it as a tool, but if you disregard my observations, don’t say I didn’t give you fair warning. 

All of this is not to suggest AI and SEO do not have some areas in which they are compatible. It can be used for research, drafting, editing, and saving time when executing repetitive tasks.

For our part, we’ve been exploring the uses of AI in SEO for quite some time now and are dedicated to determining the most effective strategies for our clients. 

If you have questions about how it can (and can’t) be used to improve your eCommerce website’s organic rankings, don’t hesitate to reach out to us. 

We’d be glad to field your questions or concerns – 888-982-8269.