A SWOT analysis of AI-generated content: what will be your SEO strategy?

With the advent of AI-chat environments, at first glance it no longer seems necessary to have copywriters create handwritten content. After all, what is the added value of a copywriter if an AI chatbot can write flawless, unique texts?

Yet this is too short of the mark, as search engines like Google say they consider AI-generated content as spam and penalise websites with it. Nevertheless, Google does not seem to be completely against AI content. With this SWOT analysis of AI-generated content, you can better assess what you are doing right.

Strengths of AI-generated content

Let's start with the strengths of AI-generated content, which is uniquely and usually flawlessly created by chatbots. In the blink of an eye, the chatbot puts together a text that can sometimes take humans hours. By asking targeted questions, you get a content-depth answer and the chatbot comes up with texts you could only have dreamt about yourself. If a chatbot can write what you wanted to write, why would you even climb into the pen yourself? Moreover, it remains to be seen to what extent search engines can understand and figure out the algorithm of AI-chatbot environments, which makes penalising AI content seem like a pipe dream for the time being. On top of that, AI-generated content is not necessarily bad or incorrect content; good content is rewarded and helps you get a higher position in search results.

What are the weaknesses of AI for your content strategy?

Despite having an authentic text quickly, certainly not every text is strong in content and to the point. Sometimes it's just nothing more than 'hot air'. After all, AI environments like ChatGPT also have data up to and including 2021, so current information and trends are not included in AI-generated texts. This detracts from the content and quality of the texts. Moreover, this makes an AI-generated text seem to add little value to the existing data in Google. Why add AI content if it is based on everything that can already be found in Google? That is Google's rationale behind penalising websites with AI content and now makes Google value topical authority, genuineness and authenticity more. As such, asking abstract, vague questions to AI chatbots and then copying the generated texts verbatim is not recommended.

So what opportunities does AI-generated content present?

If AI has so much to offer copywriters, why not use it? AI-chat environments offer a lot of opportunities for copywriters. Writer's block or not: in no time, AI generates a laundry list of ideas based on which you can write blogs or get inspiration from. Moreover, by determining your target audience's search intent, you can write towards your target audience and ask ChatGPT for guidelines or a structure. AI is thus a tool for writing texts and offers opportunities to improve your own texts.

Besides eliciting big-picture ideas, AI also helps to get specific information on a topic, which can help increase yourtopical authority. A new angle, a different subcategory or an unfamiliar opinion can prompt you to write a unique text that has not been written before. Unlike woolly, low-content AI content, quality content is actually rewarded by Google. Not a hero at writing content anyway? Then let AI chatbots help you write meta descriptions, ad copy or introductions by providing relevant information to the chatbot yourself and then tinker with it yourself.

Threats of AI-generated content for your website

There are plenty of opportunities of AI-generated content for businesses, but that should not overshadow its risks. Indeed, Google says it penalises websites with AI content for automatically generating content because it adds little to the database. Using AI content can therefore significantly affect your website's position in search results. Not only is this very detrimental to your website's visibility in search results, but it is also a waste of time and effort you put into other aspects of SEO halted.

Besides creating content that adds little to Google, it is important to check automatically generated content for facts and errors. Finally, AI chat environments are not perfect and only create content from a certain perspective. If you do not know whether your content is correct or if you do not support the content you have automatically generated but publish it nevertheless, this can also affect the trustworthiness of your website.

Setting the course of your SEO strategy

Now that the strengths, weaknesses, opportunities and threats of AI-generated content for your SEO strategy are understood, it's time to make your SEO AI-content strategy. Focus on content quality and use AI as a tool to write rock-solid texts. Ultimately, you are the specialist in the field and know better than anyone else what information you want to convey to your target audience. AI can help you improve your current content, expand texts with new perspectives and angles or add structure to a piece without direction. However, be aware that using AI-generated content is not without risk and can detract from your ranking in search results if AI content is labelled as spam by Google.

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