How to get your website content to stand out in a sea of AI-generated crap

TL;DR – AI has made text-based content creation (blogs, articles etc.) so much easier and more accessible. AI-generated content is everywhere but should you use it for your website? The short answer, no. Long answer, yes. Don’t get AI to write the content for you. Use it to help with the ideas stage, the creative block, keyword research and optimisation.

The main body of content should always be created by a human to take advantage of what AI doesn’t have – stories and personal experiences. That’s what people want to read, and what search engines want to rank.

Time to read: 5 minutes

AI seems to be the hot topic at the moment, it is influencing every aspect of the world. Sometimes in a good way, sometimes, not so much. 

The same applies to the world of content creation. AI can be your best friend or your worst enemy…

And with so much AI-generated website content out there, how do you get yours to stand out amongst the crowd?

A sea of AI-generated content

Advancements in AI have made it easier than ever for content creators to produce huge amounts of content, with very little input effort required. This seems ideal, on the surface, until you realise that these bots are largely pulling their information from a similar pool of resources. 

The result? A sea of generic, AI-generated crappy website content. It all has a similar look and feel, and completely lacks brand personality or emotional input. Every piece of content ends up sounding the same—nothing like you.

Personality and a bit of story-telling transform naff website content into something people actually want to read.

AI can’t tell personal stories, or anecdotes, or give its opinion. So, what you are left with is dry and lifeless. Zero fun for your users to read and chances are, they’re going to go and find what they were looking for elsewhere. 

It does nothing for your SEO either, it might even be hurting your rankings… 

AI-generated content and SEO

Google is always changing the methods they use to rank websites and display them. With the rise in AI-generated content and how quickly it has evolved, they’ve adapted quickly.

They’ve changed their official guidance on how AI-generated content is ranked regularly, but the overarching message remains clear:

Useful content that is written by people, for people will be preferred over AI-generated content, that is written purely for SEO.

Google’s website currently shows the following:

Google Search’s helpful content system generates a signal used by our automated ranking systems to better ensure people see original, helpful content created for people in search results.“ 

The parts to pay attention to are the words ‘original’ and ‘created for people’. Google wants to see fresh content, written by humans.

So the answer is to write content that you are knowledgeable and passionate about. It will be more enjoyable for you to write but also easier and more useful for people to read – not to mention that it will perform better in Google rankings.

You won’t necessarily get punished for using AI-generated content, but good-quality, human-created content will always rank higher!

That doesn’t mean you can’t use AI at all though

If you’re reading this and you’re thinking “hey, I might just disregard all this useful info and use AI to generate my blog posts anyway”, for crying out loud make sure that you read it first.

Please read it first. Even better, make a few changes so that it sounds more like your tone of voice, try and inject some of your personality, add a few quotes and your personal opinion.

And most importantly: DON’T FORGET TO FACT-CHECK

At the moment, the AI platforms (ChatGPT, Google Gemini, etc.) aren’t very good at fact-checking themselves, they are improving slowly but make sure you double-check. Misinformation is a quick way to get Google to send your website rankings plummeting. Your readers probably won’t be too impressed either!

Use AI as an assistant for content creation

I like to think of AI as a silent partner to bounce ideas off and help with the research stages but doesn’t actually do any of the writing. What you see here is all me 😏

If you’ve got creative block, try asking a chatbot a few questions about your subject. Or get help with that title idea that you just can’t quite get to sound right. 

You can also use AI to find the right keywords for your pages or ask it how you can better optimise your content. AI is definitely a useful addition to your SEO tool-belt, as long as you are using it as an assistant… and not a copywriter.

Fresh content: to AI or not to AI?

Fresh and regular content is one of the best ways to improve your SEO and boost your organic traffic. The only downside is that you need to write it or pay someone to write it for you.

As a result, many content creators are turning to AI to do this job for them but not doing it in the right way. These blogs miss the human element, personal stories and anecdotes, and sound bland and empty. Not the quick fix you were hoping for.

It can be a really useful tool when it comes to content creation, you just need to know how to use it properly and how to interact with it. Once you have figured this out and have an understanding of the limitations of AI tools, it can be a hugely valuable tool in your content creation strategy.

For more help with making sure your blog is pulling its weight for your website, have a look at our best practice while blogging guide here!

Sounds like too much? Don’t fancy doing it yourself? Don’t worry, get us to do it for you! Get in touch to discuss our Tech and SEO support plans and find a package that works for you and your business.

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