In the digital age, the buzz around generative artificial intelligence (AI) is hard to miss. Yet, while AI offers remarkable efficiency, brands and their channel partners must not lose sight of the importance of authentic engagement with their target audience and potential customers. Striking the right balance between the convenience of generative AI and the authenticity of communication is crucial. Failure to find this equilibrium can have far-reaching consequences, as even search giants like Google are taking notice.
For brands with channel programs, acknowledging and addressing the potential impact of failing to strike this balance and the SEO ramifications for sites that rely solely on AI-generated content can impact the ability of their channel partners to deliver desired outcomes.
The Generative AI Craze
Generative AI, powered by advanced language models, has transformed the way content is created, automating various writing tasks such as generating product descriptions, creating blog posts, and even answering customer queries. This technology’s efficiency and time-saving capabilities are undeniable. However, brands must recognize that the ultimate goal is not just content creation but authentic engagement.
The Need for Authentic Engagement
Authentic engagement is the cornerstone of successful digital marketing. It’s about creating connections, building trust, and understanding the unique needs and concerns of the target audience. While generative AI can produce content at scale, it may fall short when it comes to crafting content that resonates with the audience on a human level. This is where the balance between AI efficiency and authenticity becomes crucial.
The SEO Impact of AI-Generated Content
The AI-generated content frenzy has caught Google’s attention. The search engine giant is continuously updating its algorithms to enhance the quality of search results. One critical aspect of quality, according to Google, is the authenticity and value of content. AI-generated content that lacks human editing and a touch of authenticity can be deemed as lower quality, impacting a website’s SEO and organic search results.
The Potential SEO Consequences
So, what are the potential SEO consequences of over-relying on AI-generated content without striking a balance? Let’s delve into some key points:
Lower Search Engine Rankings: Google’s algorithms aim to provide users with high-quality and relevant content. When the AI-generated content lacks authenticity and reads like machine-generated gibberish, it is more likely to be ranked lower in search results. This can significantly impact a website’s visibility and traffic. No one knows how to relate to readers like a skilled writer or a subject matter expert in your line of business.
Reduced Organic Traffic: Lower rankings mean reduced organic traffic. A website that doesn’t strike the balance between AI efficiency and authentic engagement may find itself struggling to attract and retain visitors. As a result, a company could find itself having to invest more revenue into paid advertising to regain the organic traffic it’s lost.
High Bounce Rates: Users landing on a site with AI-generated content that lacks authenticity are more likely to leave quickly. This results in high bounce rates, sending negative signals to search engines about the quality of the content and user experience. In plain terms, it indicates to Google that a particular web page is not an authority on the subject so it’s less inclined to serve it as a result, which can also impact SEO.
Decreased User Engagement: Authentic engagement is the key to keeping users on a website and encouraging them to explore further. Without that authentic (human) touch, AI-generated content may fail to captivate users, leading to decreased user engagement and interaction. It’s the reason visitors like to see images of other people interacting with products that are being sold and that using images of people for consumers to relate to improves conversion rates.
Damaged Reputation: The authenticity of content reflects on the brand’s reputation. If a website consistently features AI-generated content that feels faceless and unrelatable, it may damage the brand’s credibility in the eyes of its audience.
Striking the Balance
Balancing the efficiency of generative AI with authentic engagement is not an insurmountable challenge; it’s an opportunity for brands to stand out in the digital landscape. Here are some strategies to strike the right balance:
Human Editing and Review: Even if AI generates the initial content, human editors and reviewers can add that human touch, ensuring that the content resonates with the target audience.
Brand Voice and Consistency: Brands must maintain a consistent voice and messaging throughout their content, whether generated by AI or humans. This consistency fosters a sense of authenticity and trust.
Personalization: AI can be used to tailor content to individual preferences and behaviors. This personalization enhances engagement and demonstrates a brand’s understanding of its audience. In addition, there also needs to be someone telling the AI engine what their users like.
Content Quality Over Quantity: Prioritize content quality over quantity. It’s better to have a smaller volume of high-quality, authentic content than an abundance of generic, AI-generated pieces. (Google feels the same way when it prioritizes content in search results.)
Audience Feedback: Actively seek and integrate feedback from the target audience. This ensures that the content is addressing their concerns, needs, and interests. This can also be used to improve the AI-generated content as the machine learns.
Generative AI has revolutionized content creation, offering remarkable efficiency and time-saving capabilities. However, brands and their channel partners must not lose sight of the essential element of authentic human engagement. Striking the balance between AI efficiency and authenticity is crucial for success in the digital age.
The SEO impact of failing to strike this balance is not to be underestimated. Google’s algorithms increasingly prioritize content quality and authenticity, and websites that solely rely on AI-generated content without human editing may find themselves slipping down search engine rankings. To avoid the potential SEO consequences, brands should embrace AI as a tool for efficiency but never compromise on the authenticity that engages and resonates with their audience. In the end, it’s the human touch that makes all the difference in the digital world.
About Channel Fusion
For more than 20 years, Channel Fusion has been delivering strategy, customer experience and return on investment outcomes for brands and their channel partners with a wide variety of solutions and industry expertise. We continue to invest in the overall ecosystem of our channel marketing offering to ensure our clients can provide their channel partners with an optimal customer experience to drive results. Our core technologies and connected platform are supported by a team of customer-centric “Fusers.” Let us know if you’d like to learn more about how we deliver desired outcomes for brands and their channel partners.