Introduction:
In the ever-evolving landscape of digital marketing, search engine optimization (SEO) remains a critical factor for businesses striving to reach their target audiences and gain online clicks and conversions in their sales funnel or to simply spread their message.
While AI technologies, (namely LLMs or Large Language Models) promise efficiency and scale, they are often done poorly or lazily by businesses trying to simply pump out masses of written content without thought. The real magic happens when we combine their capabilities with human insights, to make one person creating SEO content as effectively as an entire team of five people.
In this short blog post, we’ll explore how we at Horizon Edge Media, based in Rochester, MN advise our clients on how to integrate AI with their SEO goals, and pass this knowledge on to you. Below you will learn how you can use AI in intelligent ways to boost your organic traffic while maintaining quality, authenticity, and genuine value for your audience and customers.
The Intelligent, the Bad, and The Sloppy approaches to AI
It's easy to feel like this hard working robot who's gotten into a bit of a mess. Without a clear path, its easy to be saddled with a bunch of daunting tools and random advice from the internet. Without guidance for how to put it all together, the opportunities of growth through SEO become an overwhelming mess to deal with instead of a cohesive step by step strategy that fits with your organization's priorities.
The Sloppy Approach:
Quality Neglect: Some businesses use AI-generated content without proper quality control. They assume that quantity matters more than quality. As a result, their website may be flooded with low-value, irrelevant content that doesn’t engage users or rank well.
Lack of Originality: Sloppy AI approaches often result in generic content. While AI can create initial drafts, it lacks creativity and uniqueness. Websites filled with unoriginal content risk being penalized by search engines.
Inaccuracies and Outdated Information: AI algorithms might pull data from unreliable sources or generate outdated facts. Without human oversight, inaccuracies can harm a website’s credibility.
Overreliance on Automation: Some businesses rely solely on AI tools for keyword research, content creation, and optimization. This approach overlooks the nuances of user intent and fails to address specific audience needs.
Intelligent AI Approach (what we recommend):
Quality Assurance: At Horizon Edge Media, we use AI as a tool, not a replacement. We encourage refining AI-generated content to ensure it aligns with your brand voice and meets high-quality standards.
Human Touch: We recognize that originality matters. Our consultants add unique insights, examples, and personalized touches to AI-generated content. This blend of automation and human creativity results in engaging, authentic material.
Fact-Checking and Expertise: Before publishing, proof read and fact-check information provided by your AI. Some of the latest models like Copilot and SearchGPT now cite their sources, making this an easier and faster process. The last thing you want is to give out innacurate information about your products or services. This attention to detail builds trust with both users and search engines.
Strategic Balance: Rather than overusing AI, we strike a balance. We leverage AI for repetitive tasks like keyword inputs, identifying the best services with integrated AI like Ahrefs, and content remixing, while our team focuses on strategic content planning, user intent, and audience engagement.
Natural Language Generation (NLG):
NLG models, like Copilot and Claude AI can create human-like text. They’re useful for generating product descriptions, blog posts, and landing page content.
However, ensure that NLG output aligns with your brand voice and quality standards.
Multilingual Content:
AI can assist in translating content into multiple languages in ways that are more naturally readable than Google Translate. Multilingual content broadens your reach and improves global SEO if your goal is to reach a global audience.
Keyword Insertion:
You can put an article into an LLM and give it a list of keywords you've researched beforehand to have it insert these key words and phrases in a natural way.
Content Gap Analysis:
Chrome extensions like Harpa AI which allow you to connect to the API of your choice, have tools that can analyze your website to identify gaps. Use this information to create new content that addresses user queries or fills missing topics.
Multimodal Image Descriptions
Using LLMs with multimodal capacities such as Gemini and ChatGPT 4.0 gives you a tool to upload your site images to these sites and have the AI write your descriptions and expand upon it.
Feel Supercharged
Ultimately, our goal is to provide value to you by harnessing AI intelligently as an assistant rather than as a replacement. AI is best when guided with human expertise and wisdom, enabling you to drive healthy organic traffic to your website in a way that is properly targeted. AI is the tool to do this at a faster and more effective scale when properly integrated into your workflow.
You can learn more about the role and nature of SEO, our local consultancy services, and even reach out to us directly here:
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