CMOs Called Out For Reliance On AI Content For SEO

The LinkedIn discussion sparked by Eli Schwartz has certainly touched a nerve among marketing professionals. Eli’s caution about relying too heavily on AI-generated content as a substitute for a comprehensive SEO strategy resonates with many in the industry. His argument is that AI-generated content, while potentially useful, cannot replace the nuanced and strategic approach required for effective SEO.

This is what Eli had to say:

“Too many CMOs think that AI-written content is an SEO strategy that will replace actual SEO.

This mistake is going to lead to an explosion in demand for SEO strategists to help them fix their traffic when they find out they might have been wrong.”

Google’s Policy on AI-Generated Content

Google's policy remains clear: automation, including generative AI, can be considered spam if its primary goal is to manipulate search rankings. The March 2024 update to their spam policies reinforces this stance. Specifically, Google’s guidelines highlight that content produced at scale—whether by AI or human efforts—can be deemed abusive if it’s intended to game the system.

Key Points from Google’s Updated Policy:

1. Purpose of Content: Content created primarily to manipulate search rankings, rather than to provide genuine value to users, is problematic. This applies to both automated and human-generated content.
2. Quality Over Quantity: The emphasis is on content quality and its purpose. Google is concerned with content that is low quality or deceptive in nature, irrespective of whether it was created by AI or humans.

“Our long-standing spam policy has been that use of automation, including generative AI, is spam if the primary purpose is manipulating ranking in Search results. The updated policy is in the same spirit of our previous policy and based on the same principle. It’s been expanded to account for more sophisticated scaled content creation methods where it isn’t always clear whether low quality content was created purely through automation.

Our new policy is meant to help people focus more clearly on the idea that producing content at scale is abusive if done for the purpose of manipulating search rankings and that this applies whether automation or humans are involved.”

Discussion Takeaways:

1. AI as a Tool, Not a Strategy: AI should be viewed as a tool to assist in content creation, not as a replacement for a well-rounded SEO strategy. Effective SEO involves understanding user intent, creating valuable content, and implementing strategic optimization.
2. Potential Pitfalls: Over-reliance on AI for content generation can lead to issues if the content lacks depth, originality, or genuine value. This could result in diminished search rankings and increased demand for SEO expertise to correct the issues.
3. Differing Opinions: Despite the broad agreement in Eli’s discussion about the risks of depending on AI alone, there’s always room for differing viewpoints. Some may believe that AI, when used effectively, can complement traditional SEO practices rather than undermine them.

Conclusion:

While AI-generated content has its place, it shouldn’t be the sole focus of an SEO strategy. Balancing AI’s capabilities with a strong understanding of SEO principles and user needs is crucial for long-term success. The discussion on LinkedIn reflects a growing awareness of these complexities and the need for a strategic approach to content and SEO.

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