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Do Androids dream of worldwide popularity? They might, but AI already gained it. In 2023, AI has seemingly sneaked into most domains: marketing, photography, music, writing, fashion, and more. Today, we’ll focus on just one – so if you’re curious about how AI integrations will affect content marketing, this is the article for you.
For digital marketers, the rise of AI-generated content is based upon multiple factors:
Speaking of the challenges associated with AI-written content, we’ll be brief. Heavily relying on AI in digital marketing may cause human writers to lose jobs. AI-generated content also raises ethical questions, especially when it comes to transparency and disclosure. As AI becomes more prevalent, it might rely on popular trends and patterns, resulting in a lack of unique or diverse perspectives. And finally: while AI can produce high-quality content, there’s still a need for human oversight. AI may lack the nuances, creativity and context humans bring.
Google’s March 2023 Broad Core Update affects the ranking and visibility of websites in search engine results pages (SERPs). It touches all content categories across all geographies and languages to encourage high-value web pages. The update doesn’t focus on specific pages, but rather the overall quality of content we find on SERPs. It aims to improve search results by reassessing and adjusting how Google evaluates and ranks websites based on various factors, including content relevance, user experience, and overall quality
AI-powered tools can analyze large amounts of data, identify patterns, and make data-driven recommendations to improve content effectiveness. Google’s updates, including the March 2023 Broad Core Update, generally aim to ensure that content created with AI or otherwise provides genuine value to users. Google strives to prioritize high-quality, original, and relevant content over content that may have been generated solely for search engine optimization purposes.
Consequently, the update impacts websites involving black-hat SEO practices, which violate Google’s guidelines. Black-hat SEO techniques, such as keyword stuffing, cloaking, link schemes, and content scraping, are designed to manipulate search engine rankings artificially. When Google identifies these through algorithm updates, it may penalize or devalue the affected websites in search results. This can result in decreased organic visibility, lower rankings, and reduced traffic for websites employing black-hat SEO tactics.
With each core update, Google strives to refine its algorithms to better detect and address these manipulative practices. By doing so, Google aims to provide users with more accurate and trustworthy search results.
While the specific details of Google’s algorithms are proprietary and subject to change, Google generally rewards original content demonstrating E-E-A-T qualities: expertise, experience, authority, and trustworthiness. None of these can be fully ensured with AI, so human oversight is integral.
Here are some other factors Google takes into account:
Please note: these factors work together in a complex algorithmic process, and the weight assigned to each factor may vary depending on the specific search query and context. While most of these factors can be supplemented with AI, whether it’s analysis, backlink research, content writing, or user engagement automation tools – we recommend you use it sparingly if at all.
Now, let’s move on to the practical recommendations. Here’s what you’ll want to do to enhance your site structure, page loading speed, and mobile optimization.
Site Structure:
Page Loading Speed:
Mobile Optimization:
For the general recommendations:
Does maintaining a strong online presence and avoiding negative impacts from algorithm updates sound like your goal? Focus on ethical, white-hat SEO practices. This involves creating high-quality content, optimizing website structure and UX, earning authoritative backlinks, and engaging in legitimate promo strategies.
Ready to review your approach to content marketing?