Content Creation & Optimization with AI

Using AI to help create content is not a bad thing. In fact, it’s very helpful. AI can analyze high-quality content and provide outlines for what elements to include for website content, blog content, and more. We’ve seen that the utilization of AI to create content has increased overall content output exponentially. Furthermore, regularly scheduled content has increased its inclusion of AI-generated content. In fact, according to Ahrefs, they reported that in April alone, 74% of newly created web pages contained AI-generated content. 

The “issue” with AI is that the majority is ineffective in ranking and increasing organic website traffic because the included content is not valuable or unique. The argument has always been quality over quantity. If the content you publish is not driving organic traffic, then metrics like backlinks, domain authority, and rankings will remain static.

AI in Technical SEO

Technical SEO refers to the process of correcting and updating technical elements of a website to increase its health and, therefore, performance. In SEO, one big focus of our technical audits is identifying any potential indexing issues. Utilizing tools like Google Search Console and Bing Webmaster, we pay attention to whether URLs on our site are no longer indexable, and if that is the case, we need to correct the problem so that we maintain the maximum amount of indexable webpages.

Tools like Semrush do a great job of using AI and automation to generate detailed monthly site audits that help guide us as to duplicate headings, metadata, issues with site speed, and more. Ensuring your website is healthy is vital to driving organic website traffic. 

Challenges & Concerns of AI

As with any good thing, there are challenges and concerns within AI to be aware of. One of the biggest concerns is the decrease in organic website traffic. Since AI Overviews launched, there has been an overall decrease in the need for searchers to click through to a website, because they have found the answer to their question right on the SERP (results page). Furthermore, the over-reliance on AI tools for content creation will lead to low-value pages being published that no longer engage users or bring value. As we continue to analyze data, we’ll be sure to notice additional changes and report upon them to keep our audience aware of potential risks, advantages, and overall opportunities within AI and SEO.

Future of AI in SEO

The official launch of AI has sparked the utilization of its abilities across so many different industries – healthcare, banking, manufacturing and more. Its ability to generate content, organize data, and outline strategies has been very helpful in increasing efficiency.

When it comes to the future of AI and SEO, there are a few fundamental truths to keep in mind so that you rank for AI Overviews and serve within LLMs. The first is to never forget “E-E-A-T” (experience, expertise, authoritativeness, and trustworthiness). This acronym stands as a reminder that when creating content, make sure to think: “How Can I Showcase Our = Expertise?”. Furthermore, as AI tools evolve, we will be able to better use them to assist in technical aspects, off-page strategies, and more. At 898 Marketing, our partners are integrating LLMs into their existing SEO strategy. By diversifying their marketing strategy, our partners have seen their brand recognized in AI Overviews and other LLM platforms. See our results in action in the example below with our partner, Ohio Sports and Spine Institute. Our existing SEO strategy for optimizing content placed their website in AI Overviews, driving their website traffic growth.