AI-driven blogging has exploded over the last year, and while it’s meant some inevitable changes in what kinds of sites can be competitive it’s also driven home some existing truths in SEO.

For instance, even though some savvy pros have had big successes using ChatGPT for their web content, at least as many others have seen the detrimental effects of quickly spun material that doesn’t distinguish itself.

Just how quickly and cheaply a website owner can churn out new blog material is at an all time high, and Google has even changed its stance against AI-written content to no longer bias against it.

(As long as it’s still legitimately helpful.)

But there’s been the rub in a lot of cases.

AI Blogging Needs To Be More Than a Couple Prompts and Copy/Pasting.

As a long time writer who is always open to making that process smoother, I’ve done my share of experimenting with ChatGPT.

Early on, I chose to see it as a tool rather than be threatened by it, largely because practical experience in what you’re talking about is still a must.

The mistake a lot of folks have made is thinking they could outsource basically all of their blogging efforts, but then the content runs into these issues:

  • The content tends to have a generic feel to it, not enough of a voice, and doesn’t include concrete enough examples to demonstrate real knowledge or expertise.
  • Quick-spun material like this will be functionally identical to everyone else’s who published with the same idea, so any SEO benefit is often short-lived.

Think of it like this: blogging like this may seem like a time saver, but if what you’re posting doesn’t advance your goals it’s a time waster.

A piece of advice that seems very apt here comes from Ricky of Income School, someone I’ve followed for a couple years. He’s said this:

“If you’re providing an answer that the average person could find in less than a minute on Google in a dozen other places, you’re not going deep enough to be competitive.” (Paraphrasing.)

And if your content isn’t demonstrably coming from practical experience or making a case based on your expertise, why is your version of that topic more worthwhile to read than mass produced fluff?

Google will be asking that same question.

Where AI Content Is Strongest

ChatGPT (or other AI) blogging is at its best when you’re the one driving, where you’re leaning on the AI to do some of the outlining and heavy lifting initially. And then, where you’re finessing that output.

I’ve used it when I’ve been stuck, or when I’m tired from a long day writing a bunch of stuff by hand. I can describe at a high level what I’m looking to do/say, and get an outline.

The structure of that outline can give me ideas of major things I’ll need to talk about, and any of those sections I want to include I can have it provide some elaboration on to get me started. From there, I can put my own touch on each of those sections, improve the writing style, and add some meat to the information.

AI can help craft titles or headings if you’re stuck, but I’d still urge you to consider them carefully and tweak where needed. They’re good starting points.

There’s No Substitute For A Personal Touch.

As useful as AI content can be, I still do the majority of my writing by hand. Where I need the extra quantity I’ll lean on it, such as where a lot of my monthly time may be tied up in technical adjustments and I might not have had enough time to blog much, but with the help I can add a few.

Otherwise, though, I find Google’s more recent Helpful Content Updates in particular have raised the bar on what helpful really is.

As others in the industry have noted, one thing AI cannot do is speak from experience or explain how to do something from the perspective of someone who’s actually done it. An AI has never baked a cake, or run a web design business, or unclogged someone’s plumbing.

All it can do in this context is summarize someone else’s expertise.

You have real expertise, and you’re at your best when you harness it. The AI can augment that and make brainstorming faster, but it can’t replace what you’ve seen and done.