Why Improper AI Usage Harms Your Local SEO?

In this article, you will learn about the typical mistakes people make when using artificial intelligence for search engine optimization and how to avoid them.

AI is a great tool, we know that, but you need to keep in mind that it’s not a magic bullet for all your SEO efforts.

So let’s jump right into it!

What is driving the AI rush?

Artificial intelligence is a rapidly advancing field, and its primary value for businesses is that it saves time and money. It can be used to analyze your website, and help with certain tasks – such as keyword research and content creation. Although the intentions behind using AI in SEO are usually well-intended, it can sometimes do more harm than good.

Recycling vs. creating

One of the biggest mistakes businesses make when using AI for SEO is relying too much on it. Automated content generation would be nice, but we are not there yet. While AI can certainly be used to rewrite or rearrange existing content, it can’t generate original ideas. 

This means that businesses relying solely on AI to produce their content are just recycling old concepts, which will demolish all of their other optimization efforts. We have seen this happening mostly when small businesses hire inexperienced ‘SEO gurus’ to optimize their websites. They provide you with great content, extremely fast, and relatively cheap, but when you check the content for plagiarism or AI tools, you will find out that they are just copycats.

That’s why hiring an SEO company is a big decision, and you should always check its background.

As stated in Google Search Essentials (webmaster guidelines) – the algorithm is designed to favor original information, so it’s important to ensure that you’re presenting new ideas and not just recycling the old ones.

Why you should follow E-A-T standards

E-A-T stands for “expertise, authoritativeness, and trustworthiness,” and it’s an important factor that Google takes into account when ranking websites. 

If you compare two companies, one taking their own photos, telling more about their team on the about page, and consistently putting out new and original content – Google will tend to rank this company higher on the search engine result pages.

While AI can certainly help you to produce high-quality content faster, it can’t game the system to the extent of establishing you as an expert in your field or proving that you’re a legitimate and trustworthy company. 

You can build trust with your visitors and search engines by earning industry certifications, appearing on podcasts, linking yourself to valuable people, and building up a strong online presence. By collaborating with other brands on products, or simply by getting a lot of positive Google reviews, you will show the world that you can deliver a lot of value, and that you take your business seriously.

It’s also important to make sure your content is resonating with your target audience, and that they understand the person behind the brand. The human touch is always more essential than shiny words and phrases.

Make your content helpful and provide value

Another common mistake businesses make when using AI for SEO is forgetting that the ultimate goal of their content is to provide value to people. The content should change in accordance with the search intent behind each query.

For example, if the searcher is looking for more information about the product or service you happen to provide, educate him. Be helpful. If he is comparing the different products, just be straightforward and give him an easy option for comparison with “the best 10” article.

But which products are the best? AI can’t answer this question. It can suggest general topics that you should cover, but its insights are broad and often not valuable if left untouched. It can’t try products in the real world, so it has to copy whatever was already written on the internet. And we’re back where we started this article.

If you’re only writing for the search engines and not for your audience, it’s likely that your content will be relevant, but not helpful in any way.

This means that people will leave your site and Google knows by its metrics that this wasn’t a pleasant experience for your visitor – which ultimately hurts your SEO. That’s why it is important to ensure your content is written with your audience in mind.

AI can skip some vital keywords

Lastly, AI writing tools can overlook essential aspects in their work. One example is skipping an SEO keyword that is vital for a specific local business.

Keywords assist search engines in understanding the content of a webpage and determining its relevance to a user’s search query. Therefore search engines rarely rank you for the keyword that you don’t use.

Let’s say that your garden house-building company may also offer to build tree houses, but if you don’t mention it enough times, Google will just sweep it under the rug. This happens especially if the AI does not have access to the company’s vital keywords.

To prevent this problem, you must carefully choose and communicate your target keywords to the AI, as well as tediously examine the created text to verify that all relevant keywords are included in the right proportion.

Final words

The appropriate use of AI in SEO can be beneficial for businesses, but you can’t do a downhill job and expect uphill results. Reckless AI usage can have negative impacts on search rankings and reputation. You should be well informed when using AI in SEO and focus on creating high-quality, valuable content, keeping your brain turned on in everything you do.

If you’d like to learn more about how to rank for your top keywords as a local business, or if you would simply want to discuss your specific needs with someone, then feel free to call Coastal Marketing Strategies today. We believe that everybody can rank with a tailored SEO strategy and we are here to help you out.

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