Content creation is a huge business. By the end of 2022, the market for it was valued at over $13 billion. However, producing content that is optimized to rank highly in search engines requires time and effort. Much of this time and effort is increasingly being handed over to AI or Artificial Intelligence. Used correctly with an awareness of its limitations, AI can revolutionize a brand’s digital landscape. It takes much of the manual labor out of content production and delivering targeted content while improving SEO rankings.
With an immeasurable amount of content online such as website pages, social media feeds, and blog posts, a business needs to make sure its content stands out. Creating effective content can be costly and time-consuming. Content optimization is the process of taking existing content and improving it for the best results.
Whether newly written or already in existence, any content can be improved to increase its visibility to target audiences. The more visible it is, the more effective it is as a marketing tool. This process of optimization includes keyword research, keyword choice, keyword density, effective titles and subheadings, the inclusion of up-to-date and relevant links, and, most importantly, audience-focused text. When the content has been generated by AI, it is even more important that human editors check that the content is correct and audience-focused.
With the awesome ability of tools such as ChatGPT and CopyAI to mimic human intelligence and language, AI can be programmed to generate high-quality content of any length from H1 titles, CTAs, and meta-descriptions, to detailed blog posts, articles, and landing pages. Backed up by powerful audience research and content performance metrics, AI copy can do most of the heavy lifting quickly by providing a good foundation for optimized content. Using data, AI can produce content that is relevant to consumer search queries so it is also search-engine friendly. Before being published, however, content produced by AI tools should be checked and optimized by professional human editors.
AI content optimization vs. traditional approaches
How does AI content generation combined with human editing differ from the more traditional approach where human copywriters research and write SEO content? AI has the capability of comprehensively scanning and searching thousands of websites. It analyzes these websites, researches target audiences, and performs analytics metrics such as the number of keywords used. It then uses natural language processing (NLP) and personalized algorithms to produce relevant, engaging, and search-engine-friendly content. Relying on AI-generated content can avoid the potentially expensive manual errors that human copywriters can make. Such errors include targeting the wrong keywords or not covering relevant topics.
Automated content researching, creation, and testing are powerful tools that keep a company’s brand and message consistent across its entire digital presence. Using AI in this way saves time and money. Fewer freelance copywriters are needed to research and write content. These are key points for smaller businesses that don’t have the time, money, or resources to dedicate to SEO.
In contrast, the strength of a traditional approach to content writing and optimization lies in its creativity. AI can’t yet emulate the human brain’s creative thought processes, empathy, emotional intelligence, and intuition. It can’t add nuance, tone, and voice to content. AI can also struggle with context. Patterns and trends can be identified, but the context behind some words and phrases may be lost. This can lead to costly errors when content is misinterpreted. Also, AI-created content can appear soulless which is off-putting to readers. To write content, AI is very dependent on data. If this data is incorrect or biased, the resulting optimization strategies will also be incomplete or unacceptably flawed.
At present, AI content production definitely has its limitations. The use of human editing services is the key to using AI for successful content creation. BLEND offers proofreading services from certified linguists in over 120 languages, so you can use AI for content optimization without worrying about the risks involved.
The digital landscape of devices, websites, social media, and blog posts that businesses rely on is evolving rapidly. To maintain an edge in business, content generation and its subsequent optimization also has to evolve. Whether content is to be generated by a machine or by a human, AI can research and provide SEO keywords, titles, subtitles, links, and data. When AI goes on to produce the content, it’s important to have a human editor involved. These human editors can tweak content to add nuance, tone, and the all-important brand voice. When AI is used to gather information and produce comprehensive briefs, copywriters can turn out good copy that only needs minimal involvement from human editors.
Before briefs can be drafted and content can be written, data often needs to be gathered and sifted for relevance. This discovery stage can be daunting and time-consuming, involving long trawls through social media, surveys, website visitors, and a multitude of online content.
This is one area where AI tools are of great value. They can speedily gather and analyze useful data, giving a deeper understanding of the target audience’s needs and preferences. Copywriters and editors will know exactly which keywords and phrases are needed for successful search engine ranking.
As well as helping brands deliver consistently effective copy across their digital landscape the use of AI content optimization also has the power to enhance the user experience through:
The use of AI content generation is definitely the way forward but there are challenges to be aware of. There are many AI tools on the market. However, not all are reputable and reliable. Some are purely content spinners that create low-quality text. This can lead to low rankings and a Google penalty.
Even with a reputable tool such as ChatGPT, Artificial Intelligence isn’t always a magic solution. It should be seen as a supplement to your content creation and SEO strategy rather than a replacement. Humans still need to provide the key skills of editing, fact-checking, and critical thinking. When working with AI you need to be aware of:
With an awareness of the current limitations of AI, using it for content generation backed up by human optimization is a proven way of improving the SEO strategy of any business. It saves time and speedily generates new content ideas. Having a good balance of AI and human input is a good way of improving your website’s search engine ranking and reaching your target audience.
Want your AI-generated content to be proofread by a professional human linguist for style, tone of voice, and more? Open a proofreading project now on BLEND’s online Wizard to give your AI content the human touch it needs to resonate with your audiences.
As BLEND’s Localization Solutions Engineer, Fouad is a seasoned expert in translation technologies, including TMS, CAT tools, AI and MT. With over 14 years of industry experience, Fouad ensures our clients receive the best and most efficient localization processes.
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