AI technology has become quite mainstream over the last few years. More and more people have access to tools and technology that uses AI in some way. According to a study, almost 92% of leading businesses use and finance AI systems and software. Since so many businesses are investing in it, clearly there are some great benefits to be had.
Digital marketing is one such field that has benefited from AI a lot. One of the main uses of AI in digital marketing is in content optimization. In this article, we will check out the main advantages that AI brings for content optimization as well as some drawbacks.
At the end of the article, you will have a better picture of the benefits and disadvantages of using AI-powered tools and technologies for content optimization.
Benefits of AI-Powered Content Optimization
Content optimization refers to the act of doing SEO as well as making the content more accessible to the audience. SEO alone has too many aspects that can be aided by AI-driven tools. We don’t have the time or space to discuss all of them in one place, so we will just discuss a few important points.
1. Helps in Keyword Research
Keyword research is the most important part of optimizing your content. That’s because without knowing which keywords to target you cannot create content that ranks high. Poor optimization of keywords is a great reason why many websites fail to rank at all in the SERPs.
Keywords tell the search engine what the content is about and what kind of people its needs to be shown to. So, how does keyword research benefit from AI-powered tools? Well, the standard way of doing keyword research is to write the topic of your niche into a search console. Then check the suggestions for “autocomplete” as well as the “People also search for” section.
These sections give some good ideas for keywords. However, this method is inefficient. What AI tools do to help here is that they scrape the internet for information and compile it all in a neat list. Tools like Ahrefs, SEMrush, and even Google Analytics let you check which keywords are best suited for your website. They give you the following information using their AI-powered data processing algorithms.
- The keywords that your site is currently ranking for.
- Keywords that your website can rank for
- The search volume of all listed keywords
- The ranking difficulty of all listed keywords
- Ideas and suggestions for new keywords to incorporate.
This information makes it easy for content creators to decide which keywords to use or discard. Also, do make sure that you don’t end up with keyword cannibalism.
2. Helps To Make Content Unique
Unique content is a requirement of both SEO and your audience. Search engines do not want people to post content that is already available in their index. Their priority is to rank content that is new and useful for its users. So, non-unique content is either not ranked or ranked very low.
Non-unique content is not new, and it may be useful, but its authenticity takes a hit because it is not unique. Plagiarism is also an issue with non-unique content. Some unscrupulous people steal content from other sources and alter it just enough that it is not immediately apparent. But readers do feel that something is not right and that can be enough to drive them away.
Here’s the kicker though, plagiarism may also occur accidentally, or due to mistakes in citations and paraphrasing. To remove such plagiarism AI tools are a great help. AI-powered plagiarism checkers can find out if some content has plagiarism or not. The best thing is that their AI can identify if two sources that are similar to each other by checking:
- What topics are being discussed?
- In what order they are being discussed
- And how detailed they are.
Similarities in these aspects help to catch paraphrased plagiarism which is usually undetectable.
Another way in which AI tools help in creating unique content is by suggesting new and unique ideas for content. Blog idea generators powered by AI can create dozens of new ideas from just a few simple prompts. Content marketers whose well-spring of ideas is running a little dry can use such tools to help themselves.
3. Aids in Improving Readability
Readability is an important aspect of user experience as well as SEO. Modern search engines have incorporated ways to measure user experience in their ranking algorithms. Now, we don’t know how search engines measure user experience, but many people have guessed what works or what doesn’t work.
One of these things is readability. Readability is the measure of how difficult or easy it is to read some given text. The higher the readability, the easier it is to read, and vice versa. Higher readability improves the dwell time and reduces the bounce rate.
Dwell time is basically, the amount of time spent by a user on a webpage. The bounce rate is the number of people who leave the page they landed on without taking any meaningful actions.
A high dwell time and low bounce rate imply that the webpage is really good and has useful content. So, it is ranked higher.
So, where do AI tools come in? Well, the thing is that readability is quite subjective. What one person may find easy to read, another may find impossible to read. But AI-powered tools such as paraphrasers can avoid this problem.
A paraphrasing can easily reword and rephrase any given content to match a certain readability grade. They can assess which words are uncommon or difficult for the average reader and they replace them with easier words and synonyms.
So, content creators can easily ensure that their content is readable and thereby accessible by using AI paraphrase tools.
4. Aids in Proofreading and Editing Efficiently
Proofreading and editing are always required to make an impeccable piece of content. Without good proofreading and editing skills, writers cannot hope to be successful. Many problems that hurt the ranking of the content can be found and corrected during proofreading sessions.
However, proofreading is a slow and tedious process. It can take hours if not minutes to proofread one work and then edit it to a satisfying degree. This is where AI tools can pick up the ball and improve the efficiency of the entire process.
AI grammar checkers can quickly scan any given text to see if it has the following issues:
- Spelling mistakes
- Incorrect punctuation
- Incorrect word forms
And it does not end here. Good grammar checkers also provide a suitable correction for all detected mistakes. The mistakes are also made more attention-grabbing by coloring or underlining them. The entire process takes less than a minute. So, a fundamental part of proofreading and editing is done with the help of tools.
Another thing that AI tools can help with is checking for readability. A readability checker can identify parts of a write-up that are difficult to read. It highlights those parts and content writers can paraphrase them to reduce their reading difficulty.
Drawbacks of AI-Powered Content Optimization
While the benefits of AI-powered content optimization are many, there are also drawbacks. In this section, we will check out two major drawbacks of AI-powered content optimization.
1. Lack of Human Touch
As advanced as AI may be, it is not advanced enough to imitate or reproduce human emotions. That’s why AI-generated content and AI-optimized content cannot replicate the element of the human touch.
Any content paraphrased with an AI paraphraser will sound somewhat lacking. And no amount of naturalness can take that away.
Similarly, another problem is that AI tools for content optimization are not always too sharp when it comes to context. Context is discerned from a variety of things. One of the most important things context is used for is to determine sarcasm, irony, and figurative/literal meanings.
AI tools can lose context and use incorrect words. If something was supposed to be taken figuratively, an AI tool may take it literally thereby changing the meaning of the sentence. So, content optimization with AI tools needs to be done carefully. The human element is necessary.
2. Search Engines Don’t Like AI Content
Search engines do not like AI content. When content generation became very convenient thanks to AI content generators, search engines stepped up their game. They started checking if the author of the content is an expert in their field or not. That’s because random people started posting articles on all kinds of topics.
And the kicker is that most of these articles were not well written. So, search engines started demoting their ranks. So, AI content needs to be supplemented by an actual expert to make it good enough for search engines.
The lesson to be learned is that just relying on AI to do your job for you is a recipe for disaster. You need to learn how to use AI to complement your work rather than supplement it.
So that was an assessment of the benefits and drawbacks of AI-powered content optimization. The benefits amount to being timesaving, fast, and efficient, thereby raising productivity.
On the other hand, the drawbacks amount to lacking the human element, and occasionally being mistaken about context. Another major problem was the search engines’ response to AI content because it is too thin, and not backed by expertise.
The lesson learned is that AI should be used in tandem with humans rather than replacing them entirely.
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