“Is it the end of Google’s search engine?” “Will SEO still matter?” “Does OpenAI even stand a chance?” These were just a few of the questions making the rounds. 

Well, the big announcement didn’t happen (at least not that specific one), but it doesn’t mean OpenAI’s search advancements are standing still.

An Ex-Googler as OpenAI’s Newest Vice President

OpenAI recently hired Shivakumar Venkataraman as its new Vice President. I know you might be wondering, “Who in the world is this guy, Iasmine?” Well, he’s no stranger to the tech scene—he’s a former bigwig at Google.

At Google, he led various divisions, including search advertising, Google Labs, and even the blockchain division. Venkataraman holds degrees in computer science and has worked at Hewlett-Packard Labs and IBM before Google. 

So, it’s safe to say they didn’t pick him out of a hat. With his expertise, he’s poised to be a real game-changer for OpenAI, especially if they’re gunning for their own version of “Google Search.”

Should Alphabet investors be worried? 

Even if OpenAI launched a new search engine tomorrow, Google is so well-established that it would be a tough challenge to dethrone it. 

Google holds over 90% of the search engine market share, while its next closest competitor—Bing, bless its heart—has only 3.64%.

But Will OpenAI Have Its Own “Google” or That’s a Tall Tale?

Here’s the kicker: creating a new search engine doesn’t seem to be on Sam Altman’s (CEO of OpenAI) to-do list.

In a recent interview, Altman mentioned that imagining OpenAI creating a Google clone “understates what [OpenAI advancements] can be.”

He says he’s more excited about helping people find information in entirely new ways. Altman doesn’t think the world needs another Google, but integrating a chat client like ChatGPT with a search engine? Now that’s “cooler,” he said.

Altman also expressed his dissatisfaction with ad-supported models like Facebook and Google, where advertisers can influence search results. He said that with ChatGPT, he knows he’s not the product being sold. 

But aren’t we training the machine every time we use it? Doesn’t that make us a kind of product, too? Just food for thought. 

What’s clear is that OpenAI doesn’t plan to monetize user data through targeted ads, which Altman believes is financially sustainable. Do you?

So, What Are OpenAI’s “Cooler” Plans? 

Real-time data 

Recent deals with publishers like Dotdash Meredith, Le Monde, and Prisa Media indicate a focus on providing ChatGPT users with access to real-time news content and links to original sources. 

Integrating real-time data into ChatGPT is pretty cool, indeed. But it won’t look like the blue links that Google makes available on the SERP; it will be more like a well-grounded conversation.

ChatGPT is now “omini”

OpenAI just introduced ChatGPT-4o (the “o” stands for “omni”), promising faster responses, voice conversations, and the ability to upload images and documents for summarizing, organizing, or asking questions about them. 

These are promises they have been talking about for a while. ChatGPT-4o is available on desktop MacOS and features a more user-friendly interface. 

Another “cool” feature they’ve rolled out is called “memory,” but it’s only available to some users at the moment as they’re testing it out. 

Essentially, it lets you ask ChatGPT to remember certain details, and then it uses that information to tailor responses in the future. Here’s an example they shared on their page:

“You mention that you have a toddler and that she loves jellyfish. When you ask ChatGPT to help create her birthday card, it suggests a jellyfish wearing a party hat.”

I don’t know about you, but it’s a little unsettling to me. It feels like I’m sharing a bit too much with a stranger.

Free users of GPT-4o will have a message limit that resets after a few hours, but at least there’s a free option, following Google’s Gemini steps.

And speaking of limits, the message you get when you hit it isn’t exactly pushing me to upgrade to the Plus version. It’s like, “You’ve reached your GPT-4o limit. Responses will use GPT-3.5 until your limit resets after 4:09 PM.” Well, for now, that’s fine by me, unless they seriously amp up the perks for Omni to make it irresistible.

What Else Is To Come?

In the future, they plan to make it possible to talk to ChatGPT through real-time video conversations and even predict users’ emotions based on what the platform hears and sees. 

As I mentioned in my previous article on ChatGPT, I can’t help but remember the relationship between Theodore and Samantha in the movie “Her.” At this point, it doesn’t even seem that weird—I can totally see some people I know falling in love with ChatGPT. Just kidding. I guess. 

Well, apparently, I’m not the only one who thought about the movie, as the very Sam Altman makes a clear reference to it: “The number of things that I think ‘Her’ got right, that [was] not obvious at the time […] that was incredibly prophetic,” he once said.

Is It The End of Search Engines?

Take a chill pill! The end of search engines isn’t likely to happen anytime soon (or ever). 

Sure, Artificial Intelligence is amazing, but let’s be real—there’s still a high demand for good old human-generated content, or at least a hybrid of AI and human input. 

Think about it: When you’re searching for something, you often need the nuanced, creative, and sometimes quirky touch that only humans can provide. AI can give you facts, but it can’t always give you that personal touch or deep insight.

Plus, users are showing they’re not ready to jump ship from traditional search engines just yet. A perfect example is people opting out of the generative AI features in Google. 

Despite all the hype around AI, many users still prefer the reliability and familiarity of standard search results. They trust the balance of human editorial judgment and algorithmic efficiency that traditional search engines offer. 

So, while AI is a powerful tool and a great supplement, it’s not going to replace search engines. Instead, it’ll more likely work alongside them, enhancing our search experience without taking over completely.

What About OpenAI’s Approach to Safety Issues?

Well, that doesn’t seem to be going too well. Jan Leike, a safety researcher who co-led the Superalignment team, resigned after having expressed concerns about OpenAI’s approach to AGI (Artificial General Intelligence). 

His co-leader, Ilya Sutskever, had already left hours earlier but sounded a bit more optimistic, saying, “The company’s trajectory has been nothing short of miraculous, and I’m confident that OpenAI will build AGI that is both safe and beneficial.” 

The Superalignment team’s page mentions AI dangers, including human extinction, if AI is not supervised and controlled. Are we in a sci-fi movie or what? The fact is, this group seems important, and it’s falling apart.

Leike also tweeted about the AI danger, saying, “Building smarter-than-human machines is an inherently dangerous endeavor. OpenAI is shouldering an enormous responsibility on behalf of all of humanity.” 

He expressed dissatisfaction regarding OpenAI’s stance on his research, stating, “Over the past few months, my team has been sailing against the wind.” He didn’t go into details but seemed to imply that his team had been left adrift in a sea full of terrifying creatures.

Sam Altman acknowledged Leike’s tweet and agreed, “[…] he’s right, we have a lot more to do […].” That’s definitely something we should keep an eye on.

So, To Sum Things Up: What Marketers (And Any Other Digital-World Professional) Need To Know

First off, don’t panic about a new search engine dethroning Google anytime soon. Google’s dominance in the search market is solid, with over 90% market share. 

However, keep an eye on OpenAI’s moves, especially with the hiring of Google veteran Shivakumar Venkataraman. 

While the fusion of AI and search is indeed thrilling—take the integration of real-time data, for instance—it doesn’t spell the end for traditional search engines. 

There’s still a hefty demand for good human-generated content, and let’s face it, AI alone can’t cater to every user’s whim.

About ChatGPT-4o, this new version is a game-changer. It promises faster responses, voice interactions, and the ability to handle images and documents. This is huge for tasks like data analysis and information compilation. Looking to the future, OpenAI has some ambitious plans.

But what about the elephant in the room—safety issues? It’s clear there are internal disagreements about the approach to AI safety. Sam Altman himself admits there’s plenty more ground to cover in this area, so it’s certainly a topic deserving of our attention.

Here’s a parting nugget of wisdom: Always approach rumors with a healthy dose of skepticism and double-check your facts before spreading the word. 

While OpenAI might have a trick or two up its sleeve, for now, let’s stick to what we do best: Optimize for Google and embrace the new AI tools that come our way. And let’s not forget to keep a keen eye on the broader ethical implications of these technologies.

The post Will OpenAI Have Its Own “Google”? What Marketers Need to Know About OpenAI’s New Advancements in Search appeared first on Rock Content.

As marketing professionals at Rock Content, we’ve been following this shift to understand how it impacts organic traffic and marketing strategies across different industries. After reading materials from various thought leaders, including the Search Engine Journal article, we’re sharing our take on how SGE is reshaping search behavior in many industries. Here’s a comprehensive summary with our insights.

What Is Google SGE?

Google’s Search Generative Experience (SGE) is an AI-powered feature that provides comprehensive search results by integrating information from various sources. Here’s a simple breakdown:

• Contextual and Comprehensive Answers: It integrates information from multiple sources to provide thorough and contextual answers to user queries.

• Fewer Clicks Needed: It offers answers directly on the search results page, reducing the need to click on links for information.

• More Relevant and Personalized Answers: It uses machine learning to deliver relevant and personalized answers based on user intent.

How Does Google SGE Work?

SGE appears at the top of the search results page with AI-generated answers to your query. It’s like asking Google a question and receiving a detailed response right away.

Let’s use the travel example to show how SGE works. Imagine asking a travel question like, “What are the best things to do in Rome?” Instead of just listing links, SGE combines data from travel blogs, government tourism websites, and user reviews to create a concise guide. This summary aims to answer your question directly, so you don’t need to click through multiple websites.

Key Features and Benefits of SGE

• Conversational Mode: After seeing the initial AI-generated response, users can ask follow-up questions to refine their search results. For example:

• Browsing Experience: Google integrates relevant visuals (images, maps, videos) to improve the browsing experience directly on the search results page.

• Source Attribution: Google aims to maintain transparency by attributing each response to the original source. For instance, if a summary about Rome includes information from Lonely Planet, it will show a link to the article.

• Search Intent Optimization: By understanding the search intent better, Google aims to answer not only informational queries but also commercial ones, like shopping or local services.

Impact on User Behavior

SGE has significantly impacted user behavior:

• More Comprehensive Answers Lead to Fewer Clicks: Users are more satisfied with the detailed answers provided by SGE and don’t feel the need to click through to external sites.

• Shift Toward Quicker Answers: Users now prefer getting their answers directly from the search results page rather than exploring multiple websites.

Impact of Google SGE on Organic Traffic by Vertical

Google’s Search Generative Experience (SGE) has impacted organic traffic across different industries. The chart below provides a summary of the decline in organic traffic across several verticals.

Travel:

Websites in the travel sector saw a 9.8% decline in clicks. This drop occurred because SGE’s detailed travel summaries reduce the need for users to click on travel blogs and websites. As travel summaries become more comprehensive, travelers get a lot of information upfront, leading to fewer clicks on individual travel websites.

For instance, if you search “Best time to visit Paris,” SGE might show a comprehensive timeline that answers your query directly. 

This behavior is leading travel marketers to rethink their SEO strategies, focusing more on niche topics or unique travel guides that can’t be easily summarized by SGE.

Local:

Local searches experienced a 14.9% reduction in clicks. Google’s local business listings and summaries, like hours of operation, reviews, and addresses, directly satisfy user queries without them needing to visit business websites. We often see this when searching for nearby restaurants, stores, or attractions.

If you search “Best coffee shops near me” the SGE result might list coffee shops with ratings, hours, and locations, making it easy to choose without leaving the search results page.

Local businesses should fully optimize their Google Business Profiles because it’s their primary interface with potential customers.

Health:

Health websites reported a significant 41% drop in clicks. Google’s SGE provides direct answers from trusted health sources, like Mayo Clinic or WebMD, limiting clicks to external health websites. Search engines often present people with comprehensive summaries when they search for symptoms or treatments.

For example, a search for “Symptoms of the flu” might result in a summary listing common symptoms, risk factors, and links to trusted health sources for further reading.

Health websites need to establish themselves as trusted sources by providing accurate, well-structured information.

Tech:

Technology websites saw a 9.5% drop in clicks. AI-generated summaries often satisfy tech queries, reducing clicks to tech blogs and reviews. Queries like “Best budget smartphones” or “Top laptops for gaming” now can show curated summaries, reducing the need to click on tech blogs.

As a result, tech marketers need to focus on creating in-depth reviews and comparisons that stand out. By offering unique insights or hands-on comparisons, tech websites can provide content that complements SGE summaries.

Finance:

Financial queries showed a less dramatic 2.3% decline in clicks. Users still rely on comprehensive articles for detailed financial insights, leading to fewer impacts from SGE. 

While SGE provides basic information about financial terms and trends, investors often want deeper insights into market movements, investment strategies, and economic forecasts.

Financial websites can remain relevant by offering in-depth analysis and exclusive data, helping them retain traffic despite SGE summaries.

Overall Organic Traffic Decline

On average, clicks across all industries dropped by 6% due to SGE. While SGE aims to deliver better user experiences, it ends up reducing traffic to many websites.

From our perspective at Rock Content, this overall decline is a wake-up call for marketers to diversify their traffic sources. Changing user behavior and evolving search algorithms make relying solely on organic traffic risky.

User Behavior Changes Due to SGE

SGE has shifted user behavior by providing faster, more comprehensive answers directly in search results. AI-generated summaries satisfy users, leading to fewer clicks on organic search results.

• Reduced “Browsing Intent”: People now want answers quickly rather than spending time browsing different sites.

• Increased Trust in AI Summaries: Users are trusting the summaries provided by SGE more and more, especially for simple informational queries.

To adapt, content creators should focus on providing in-depth, high-quality content that adds value beyond what SGE can summarize. And this is something that we at Rock Content, always have in mind when creating new content.

SGE’s Impact on Search Ads

SGE also affects the click-through rate (CTR) of search ads. AI summaries often include information available in ads, reducing their effectiveness. If the summary already provides enough information to satisfy the query, users are less likely to click on ads, impacting advertisers’ visibility.

Reduced CTR in Search Ads:

Advertisers have noticed a decline in CTR for search ads due to SGE.

Impact on Advertisers’ Visibility:

Since SGE aims to provide more detailed answers directly on the search results page, users often find what they’re looking for without clicking on ads.

Advertisers might need to rethink their strategies, focusing on more compelling ad copy and targeting specific user intents.

Key Takeaways for Marketers

As marketing professionals, we’ve identified some key takeaways:

• Optimize for SGE:
  • Ensure your website’s content is included in SGE summaries by providing accurate, valuable, and structured information.
  • Schema markup can help here, as it allows your content to be more easily interpreted and summarized by AI.

• Diversify Traffic Sources:
  • Don’t rely solely on organic traffic; focus on social media, email marketing, and other channels.

• Adapt SEO Strategies:
  • Shift focus toward long-tail keywords and niche topics where SGE summaries are less prevalent.

• Enhance User Experience:
  • Improve your website to retain visitors who click through. Fast loading times, mobile optimization, and intuitive navigation are key.

• Refine Ad Copy and Leverage Unique Selling Points (USPs):
  • Make ad copy more compelling and directly address user intent to stand out among SGE summaries.
  • Highlight unique selling points that aren’t easily summarized by AI.

• Optimize Landing Pages:
  • Ensure landing pages are optimized to retain and convert users who click through from search ads.

Wrapping Up

Google’s Search Generative Experience (SGE) is a game-changer in the search landscape, and its effects vary significantly across different industries. 

By providing comprehensive answers directly on the search results page, SGE has shifted user behavior and impacted organic traffic and search ads.

At Rock Content, we’re prioritizing optimizing for SGE while diversifying traffic sources to stay competitive in this evolving search environment. 

Understanding how SGE impacts organic traffic and search ads across various industries allows marketers to adapt their strategies and continue delivering valuable content.

In this rapidly changing environment, content remains every brand’s heartbeat. That’s why partnering with qualified professionals is crucial.

Enter WriterAccess:

With a network of over 15,000 writers, designers, and strategists, as well as advanced AI features and image bank integration, WriterAccess provides the tools and expertise needed to craft strategies, produce exceptional content, and achieve strategic growth.

Join WriterAccess today to access a wealth of professionals, cutting-edge AI tools, and image resources.

Start your 14-day free trial now and unlock the power of high-quality content creation!

The post How Google SGE Is Redefining Organic Traffic Across Industries appeared first on Rock Content.

As both a content creator and a heavy content consumer, it’s clear most perspectives are bleak. After ChatGPT came around, many content mills followed. 

The problem is that while content is now easier than ever to escalate, developing something original and relevant is harder. This leads to a lot of low-quality, low-value social media, blog posts, and even videos.

I don’t blame creators who go that route. Even though we can question the ethics behind it, the term “writer’s block” was created in 1947, and even as early as the early 1800s, Samuel Taylor Coleridge described something very similar to what many of us feel today when trying to come up with new ideas. Many of us have a lot to say but don’t know how to structure our thoughts. Others simply need to follow a strict editorial calendar.

Now, how can we have scalable content production without sacrificing quality? 

What Does “High-Quality Content” Even Mean?

I can feel some eyes rolling at this title, but wait! Come with me, and I’ll give you more details.

As I dive further into the “content production” space, a few things become clear: consistency is vital to achieving results, what is interesting and relevant to users changes often, and exploring new themes is extremely challenging.

SEO experts used well-established criteria to predict performance that have changed since generative AI became more popular. Some criteria are still helpful, but their results are becoming less predictable. However, one thing hasn’t changed: the critical question behind every piece of content is: “What is the most important thing to my client?”

Content creators often focus on what they want to say instead of what their personas need to hear.

While this makes sense for influencers, this is a dangerous strategy for companies. If you don’t know who your persona is, what they need, and how you can help, you won’t be able to position yourself as a trustworthy partner. During a time in which information is plentiful but unreliable, being able to create trust with your customers is invaluable.

It’s no surprise that content generated through AI lacks originality and your brand essence. This is the name of the game: these mechanisms are fed extensive databases, and their objective is to compile information to resolve problems and questions. Hence, by definition, content created through AI won’t be original.

So, to answer the title question: what is high-quality content? It’s content that provides knowledge or entertainment to your persona, according to what they need and think in each stage of the funnel.

This is why it’s so hard to create this level of quality through AI. Even though it’s scalable, sharing information is not as important as sharing experience. 

That is why so many companies have new hires shadow more senior professionals. The theory is great, but only someone who experienced a similar problem can empathize with another in the same situation.

However, this doesn’t mean we should rule out AI from our content strategies. Instead, we need to be smart about how to use it.

AI and Content Strategy

Since these models have access to so much data—be it demographic or related to content consumption—AI tools can be a great asset when creating your content strategy.

Using myself as an example, I don’t have a large content base that would let me build a data-driven persona. At the same time, I want something more certain than a proto-persona. 

That’s why I used the AI Persona Builder to create a couple of personas to guide me through my first steps in content production. If you’re interested in doing the same, I recommend this excellent article about creating buyer personas; it explains the advantages of using AI to develop personas.

This gave me the North I needed: now I know who my followers are, what they are interested in seeing, and how I can address their wishes.

Generative AI can also help you map frequently asked questions a persona has at each step of the funnel if you supply the right prompts.

Now, I face another challenge: how do I show search mechanisms that I provide high-quality content? While a few criteria are important—such as engagement, time spent on the page, shares, and likes—don’t forget about domain authority.

As spam seems to flood the internet, finding top-quality backlink opportunities is getting harder. AI can also help you with that. Through tools such as the AI Backlink Matcher, these models can understand your niche, keywords, and content to match you with potential partners with similar domain authority.

Another of my favorite uses for AI is making SEO easier. I work with content marketing and content strategy, but I’m far from an SEO professional. It’s a lot of hard work, and I don’t think anyone who gets into digital marketing considers it an easy topic to grasp.

When reading “AI Trends for Marketers” from HubSpot, I saw that 84% of marketers say AI effectively aligns web content with search intent. 

I tested it for myself, and now I use two tools in my SEO strategy: SpyFu helps me analyze other creators and map out possible keywords to use, while Surfer SEO helps me understand the best titles, subtitles, and FAQs associated with the key sentence I want to produce content about.

Yet, believe it or not, these are not my main problems today. Since I’m at the beginning of my path as a creator, I’m still struggling to implement an editorial calendar due to a simple problem: I don’t have enough content ideas.

In an era of unlimited content, are any themes relevant and original?

Using AI to Discover New Topics

As we discussed, Artificial Intelligence models have access to lots of data and are good at matching content with intent. I’ve recently been trying to take advantage of that by using it to list possible content ideas.

I’ve been testing 80% topics recommended by AI and 20% focused on social media trends. I cannot tell you if it works, as I don’t have enough data yet—stay tuned. What I can say is that this has lifted a heavy burden off my back: not having to worry about 80% of my content lets me focus on ensuring 100% of it is high quality.

Can AI create content for me? Of course, it can. However, it won’t be original or mine.

I use its database to direct and accelerate my progress. Instead of researching for hours to determine the best possible topics, I can just ping the AI Content Idea Generator. With the extra time, I focus on production: script, light, settings, etc. I can be sure what I deliver will speak to my audience every time—and I’ll be proud to say I created it.

AI Content Idea Generator: What Is It and Why Use It?

This tool focuses on helping content marketing professionals find the best topics and themes for their content in a data-driven and personalized way.

To me, the best part is not worrying about including the correct prompt. Since it only requires my email and URL, I don’t need to be mindful of using terms and sentences that might negatively impact the usefulness of the results.

Based on your domain, this tool will highlight which themes and keywords are most relevant to your persona and provide content ideas and briefs, so you or a copywriter can write your content.

My favorite way to use it so far has been helping me create my editorial calendar. Consistency and frequency are invaluable to content creation. When we don’t have to worry about creating something new and innovative multiple times each week, it’s much easier to map out our explorations during that period.

Free Version vs. Premium: What’s the Difference?

This is the best type of news: a free version of this tool is available for everyone.

If you have never worked with this kind of tool or want to experiment with it before committing, you can go to the free version of the AI Content Idea Generator and input your email and domain. 

A list with topic suggestions, briefs, and keywords will be sent to your inbox, and you can choose what fits you best. In my case, it took four minutes, and I got a list with five recommendations.

If you are interested in knowing more about it or want to have unlimited suggestions, you can access the premium version from WriterAccess and gain additional advantages:

• It’s always available on the platform’s homepage.
• Interact with the tool and give positive and negative feedback.

When reviewing the tool’s suggestions, you can “Like” or “Dislike.” Based on your selection, the AI will provide more recommendations in line with your preferences. This will help the model understand your needs and suggest relevant topics.

• Get unlimited recommendations.

The “Refresh” button will let you ask for new suggestions as often as needed.

• Order content in one click.

If you like a suggestion, you can click “Request” and be sent directly to the “Place Order” screen. There, you’ll be able to select human talent to write your content, and you can provide details about your brand, your persona, and any customizations you’d like represented in your content. The creative brief will be filled out according to your chosen theme.

• Give the tool more details so your content can be more relevant to your needs.

The premium version lets you choose if you want to give more details about your company, and you can even ask it to provide topics based on your recent orders on the platform. Both options will give you access to better and more relevant suggestions.

Conclusion

Generative AI doesn’t need to be—nor should it be—limited to copy creation. Raw bot material sucks the essence out of your brand and erases any differences between you and your competitors.

Instead, opt for tools that will help you bring identity to your content. Use AI to aid you when creating strategies, automate repetitive tasks, and even help you map out which content to explore.

When human creativity needs a little push in the right direction, it’s always possible to use data to help us see new paths.

The post I Tested the AI Content Idea Generator: Here Are My Impressions appeared first on Rock Content.

Also, digital marketers have worked hard to build links, often considering them as the primary currency of Google’s ranking algorithm. 

But things are taking a surprising turn. At a recent search marketing conference, Gary Illyes from Google shared that the search giant doesn’t rely as much on links to judge a website’s quality and relevance as we thought. 

This news is big—it’s shaking up old SEO strategies and making us rethink what really counts in getting to the top of search rankings.

The Evolving Nature of SEO

Links used to be the backbone of SEO strategies. Traditionally seen as votes of confidence, the general belief was that more links from trusted sites meant higher rankings on search results. 

This drove marketers to aggressively pursue link-building campaigns, trying to gather as many links as possible.

However, the narrative is shifting. Gary Illyes from Google has recently pointed out that links are not the be-all and end-all for assessing a website’s value. 

In fact, during a recent search marketing conference, he emphasized that Google is now prioritizing elements that directly affect the user’s online experience.

What does this mean for SEO? Google is refining its algorithms to better appreciate the quality of the content and the intent behind user searches. This includes evaluating how content answers user queries, the usability of websites, and how effectively information is presented. Google’s algorithms are becoming increasingly sophisticated, capable of discerning the context and quality of content beyond mere link patterns.

According to experts and discussions on platforms like Reddit and Linkedin, this transition suggests a significant shift towards holistic content strategies. These strategies prioritize meaningful content that serves the user’s needs over manipulative SEO tactics like excessive link-building. For example, content that is well-researched, well-written, and genuinely useful is likely to perform better under the new criteria.

Moreover, the emphasis on user experience means that factors like website speed, mobile-friendliness, and intuitive navigation are more important than ever. Engaging, interactive content that keeps users on the page longer can also contribute positively to SEO rankings.

This evolution in Google’s approach aligns with broader digital marketing trends emphasizing authenticity and user satisfaction. It challenges marketers to create content that is not only informative but also engaging and user-friendly. By focusing on these aspects, websites can improve their search engine rankings while also building stronger, more meaningful connections with their audience.

What Matters More Than Links Now?

As Google’s algorithms become more sophisticated in understanding the context behind content, it’s clear that other factors are stepping into the spotlight, demanding attention from SEO strategists and content creators. 

Here’s a deeper dive into what’s becoming more important than links:

• User Experience (UX): A seamless, intuitive user experience isn’t just nice to have; it’s essential. Google increasingly favors sites that are easy to navigate and engage with, as shown by metrics like time on site and bounce rates. A positive user experience encourages visitors to stay longer, explore more pages, and interact more deeply with the content, all of which signal to Google that your site is valuable.

• Content Quality: Gone are the days when keyword stuffing could get you a top ranking. Today, the relevance, authority, and comprehensiveness (remember the EEAT?) of your content are what matter. High-quality content that addresses user questions in a meaningful way, provides unique insights and covers topics thoroughly is crucial. This type of content not only satisfies user queries but also establishes your site as a trusted resource.

• Mobile-First Design: With the majority of users now accessing the internet via mobile devices, Google’s mobile-first indexing prioritizes sites that perform well on mobile. This means fast loading times, responsive design, and navigable interfaces are critical for ranking well.

• Page Speed: Speed is more important than ever. A fast-loading website enhances user experience, reduces bounce rates, and increases the likelihood of visitors engaging with your content longer. Tools like Google’s PageSpeed Insights can help you identify ways to make your site faster and more efficient.

Deeper Dive into User Experience and Content Quality

• Enhancing User Engagement: Modern SEO strategies place a high value on user engagement metrics. Engaging, interactive content—such as polls, videos, and interactive infographics—can significantly enhance the time spent on your site. These elements make your website not just a source of information but a destination for users to experience and interact with your content.

• Authority and Depth of Content: Google’s shift from keyword density to the depth and breadth of information offered by your content means you need to be an expert—or at least sound like one. Comprehensive content that goes beyond surface-level explanations and delves into detailed analysis attracts both users and search engines. Such content is often formatted as in-depth guides, long-form articles, or detailed case studies that provide substantial value to readers.

Here’s an example of interactive content that can help increase the time spent on a page:

Implications for Marketers and Businesses

Moving away from just focusing on links, businesses now need to expand their SEO strategies. It’s important to focus on making high-quality content that fits what your audience is looking for, making your website easy to use, and ensuring it works well on mobile devices. This wider approach is not just about keeping up with Google’s latest rules but also about building a stronger and more dependable online presence.

Expert Opinions and Industry Reactions

Gary Illyes’ recent comments took many in the SEO world by surprise but also made sense to a lot of experts. For a long time, these experts have been saying that it’s better to focus on creating good content and improving the user experience rather than just trying to get as many links as possible. The whole SEO community is starting to agree more with this idea, seeing it as a step toward a more honest and user-friendly approach to the internet.

If you still have questions, here’s what Google says about it:

Global Impact and Future Predictions

• Global SEO Practices: As links become less crucial, SEO strategies around the world might change. We might see more focus on local SEO strategies, which means tailoring content more closely to local audiences and cultural specifics.

• Future of SEO: Looking ahead, SEO is likely to use more artificial intelligence (AI) and machine learning. These technologies can help understand and predict what users want better than before. This means less focus on just getting links and more on really understanding and responding to user needs.

Practical Tips for Adapting to the New SEO Landscape:

To keep up with these changes in SEO, marketers should:

• Create Valuable Content: Focus on making content that really helps your audience, addressing their problems and interests.

• Improve Website User Experience: Make sure your website is easy to use, navigate, and quick to load. This makes visitors more likely to stay longer and explore more.

• Use Analytics Tools: Use tools to watch how visitors behave on your site and use what you learn to make your strategies better.

• Build Genuine Relationships: Instead of just trying to get as many links as possible, focus on building real relationships within your market / audience. This can naturally lead to more genuine links and collaborations.

Wrapping Up

Google’s recent announcement that links aren’t as important as they used to be is a big alert for SEO strategists and marketers. It tells us that we need to keep up with changes in the digital world where making great content and providing a good experience for users are more important than ever. 

By paying more attention to these aspects, businesses won’t just improve their position in search results; they’ll also build stronger and more meaningful relationships with the people who visit their websites.

As you adapt to Google’s new SEO priorities, remember that high-quality content and stellar user experience are more crucial than ever. WriterAccess can help.

With access to top-tier professionals including writers, designers, and strategists, plus advanced AI features and an image bank, our platform is designed to streamline your content creation. Experience the power of enhanced content with WriterAccess Humanizer, where AI-generated content is refined with human creativity to ensure it resonates with both your audience and search engines.

Start your journey towards better content and better results—sign up for a free 14-day trial at WriterAccess today!

The post The SEO Shift: Why Google No Longer Values Links Like Before appeared first on Rock Content.

Marketing experts are debating the excessive use of AI-generated content without human editing and its notable consequences, and, more recently, Google’s latest core update confirmed what we already suspected: content quality is essential for bringing results.

But what does this mean? Does it imply that only content made by humans can succeed?

In this article, we will analyze a recent study carried out by Neil Patel, a global marketing personality, a recent search conducted by HubSpot on AI, and some of our own results at Rock Content, to answer with data the following question: Are AI-generated content as capable of bringing marketing results as human content?

Join us.

Neil Patel’s Recent Study: Human Content vs. AI Content

In May 2023, during his participation in the Web Summit Rio, Neil Patel emphasized his argument in defense of keeping content humanized and using technology in other marketing processes:

“If everyone uses AI to create content, and if AI uses data already available to develop these projects, we won’t have anything new and authentic anymore.” – Neil Patel

According to him, in a scenario where technology levels the field, those who deliver something unique stand out, with experience, authority, trust, and expertise.

Also read: How to Rank Higher on Google in 7 Steps

In February 2024, even before Google’s big March update, Patel shared data from a comparative analysis he carried out on 68 websites that collectively created 744 articles merging AI with human talents.

The first piece of data obtained is obvious: Artificial Intelligence makes us faster.

When we use AI to produce content, we can complete the process from writing to publication in up to 16 minutes, while humans take, on average, 69 minutes.

But despite this efficiency, some setbacks impact everything, from User Experience to organic business results:

The image above is an excellent example of how human content is more relevant and generates more traffic than AI-generated content. Over the five months reported, content created by Artificial Intelligence had low and inconsistent growth, while humanized content increased significantly.

When we analyze the comparison of traffic generated by time spent, even with a smaller difference, humanized content continues to stand out.

So, the conclusion we get is not to stop using Artificial Intelligence but to understand that it is not yet efficient for creating content, at least not in its current format. The human touch for review and editing remains essential from both the point of view of quality and results.

Also read: How We Humanize AI Content at Rock Content: A step-by-step guide

HubSpot and Artificial Intelligence Trends for Marketing

Another recent survey on AI trends was conducted by HubSpot, concluding that 68% of marketing leaders use automation and Artificial Intelligence in different stages, from producing content to conducting research.

Among the main forms of use are:

• Brainstorming and finding new ideas
• SEO planning and Keyword Research
• Creating and updating content

The main challenge cited by marketing teams when using AI is data inaccuracy, with 50% of professionals saying they have already encountered incorrect information.

Even though content production is cited, professionals reinforce that AI does not replace human skills and knowledge. Only 5% of marketers use AI to create the whole content – and when we add this data to Neil Patel’s study and Google’s recent update, we see it all coming together.

Another point mentioned in HubSpot’s research is the incoherence and incompatibility of information present in content generated by AI. The main challenge cited by marketing teams when using AI is data inaccuracy, with 50% of professionals saying they have already encountered incorrect information.

Google Core Update in March 2024

We’ve talked a few times here in this article about Google’s core update and how it is in line with recent studies on the use of AI to create content.

Amidst so much buzz in the marketing scenario, it was already expected that Google would not take long to act given the impact on the quality of the search engine’s search results. In March, Google released the 2024 Core Update, declaring war against low quality and spam and shaking up the SEO landscape.

The new update focuses on points such as improvement in quality ranking, new anti-spam policies, reduction of non-original results, and penalties for websites that do not follow Google’s guidelines.

Also read: Google March Core Update: Will I Be Penalized for Using AI to Create Content?

Shortly after the March 2024 update, several reports emerged of sites being completely de-indexed and “disappearing” from the search engine, which proves the danger of relying entirely on Artificial Intelligence.

We always like to emphasize here that Google’s battle is not against AI per se. Its objective is solely to improve the quality of searches, prioritizing original and relevant content. Something that Mordy Oberstein, head of SEO at Wix, had already highlighted in an exclusive interview with Rock Content:

“If the content is written by AI, it will not have the necessary level of experience and knowledge unless you heavily edit and modify it. We’re seeing Google’s ability to eliminate AI-written content, not because they’re necessarily targeting it, but because they’re targeting content that isn’t based on experience and expertise, which is fundamentally AI-written content.” – Mordy Oberstein, head of SEO at Wix

This has been proven by us here at Rock Content. Recent strategies adopted for our own clients suggest that the greater the specialized human involvement, the more organic results we achieve:

The graphic shows a Rock Content client’s organic growth after adopting the expert-driven content strategy

This type of content is based on interviews with experts on the subject who offer knowledge, perspective, opinion, and authority. It has become an extremely important strategy for bringing reliability, making the content unique, providing the human opinion that the user seeks, and answering questions from the target audience.

Also read: Expert-Driven Content is Key to Organic Growth In 2024

Conclusion

To answer the article’s question: no. Although it helps us gain speed and scale quickly, Artificial Intelligence does not bring more traffic than human-written content.

But, as we have seen, the use of AI does not need to be neglected but rather moderated. If your goal is to stand out on Google, bring original, humanized, and relevant content. Focus on quality and on responding to your target audience’s search intent.

Using AI to optimize processes like topic mapping, keyword research, and other automation can save your team time and budget so you can focus on what really matters: human creativity in content production.

And, if you want, we can help you with the humanization of your content. WriterAccess Humanizer is the missing link between AI efficiency and human connection.

As Content Marketing evolves with the use of Artificial Intelligence, Humanizer combines technology with human insight, ensuring your content not only informs but also inspires. Read more about the tool here and try it for 14 days for free here.

The post [New Data] Does AI bring more traffic than human content? appeared first on Rock Content.

HubSpot, Litmus, Rock Content, and Search Engine Journal developed the State of Marketing Report 2024, which analyzes data, trends, and insights about the world of marketing in 2024 and provides extensive information about the use of AI technology in marketing.

In this article, you will have a glimpse into the report from a marketer’s perspective.

A marketing team can fill up a big office or just a small room, but the truth is that no matter the size of the team, the range of tasks is wide, from writing to analysis. According to the report, marketers spend on average four hours on manual, administrative, or operational tasks, and 81% believe that AI can help them in their roles.

But how are marketers using it daily?

AI in a Marketer’s Routine

The report states that marketers are mostly likely to use artificial intelligence for finding ideas, repurposing content, creating copy for social media, emails, and blogs, and generating images. Using AI helps professionals do tasks faster and use their free time on other assignments.

The result can be around 2.5 hours saved per day by counting on AI tools. According to the report, 56% of marketers who use generative AI for content creation say it performs better. Here is how marketers have been using AI to save time:

• 6% to write content
• 18% to draft content
• 45% for ideas and inspiration
• 31% to create outlines

Only a small percentage of people trust AI to completely write their content. The largest portion chooses to use AI technology to build an easier method for writing, drafting, getting ideas, and creating outlines.

After using AI for months, it is still easy to identify when content is 100% written by artificial intelligence. It lacks a human touch, and we can see that the structure, words, and expressions used are mostly the same in all cases.

This lack of originality prevents content creators from using AI to write everything they need from scratch. 

Indeed, the lack of a human approach to emotions and “robotic writing” concerns marketers, making it difficult to trust a machine to write a full piece of content. It may lead to some issues, like text that is not original, does not connect to business goals, or has no personalization.

That helps us understand why most marketers prefer to draft content themselves and get inspired. The report confirms this by showing that 77% of marketers felt that AI helped them craft more personalized content by merging human creativity with AI tools.

“This aligns with the prevalent trend seen in platforms like WriterAccess — an integrated model with AI tools. They use AI for initial content creation and human writers for refinement, fact-checking, and adherence with the brand’s tone and voice.” State of Marketing Report 2024

Every Rose Has Its Thorn: Top AI Concerns From Marketers

AI technology is great, but it’s not all sunshine and rainbows. According to the State of Marketing Report 2024, 60% of marketers using AI are concerned about it. Here are some of them:

• Job displacement: Automation through AI might lead to job losses in certain marketing roles.
• Bias, plagiarism, and brand safety: AI models can perpetuate biases present in the data they are trained on.
• Security risks: Data security breaches pose a threat when using AI.
• Lack of user knowledge: Marketers need proper training and understanding to effectively utilize AI tools.

These issues make sense, especially when talking about something that is new and may offer so many outcomes. As a marketer, the ones that I see that are more important to take care of are bias, plagiarism, and brand safety, which are more likely to happen when you don’t merge AI and humans. 

At Rock Content, we have plenty of AI features inside WriterAccess, our content creation platform that helps professionals overcome most of the challenges above. If you want to give it a try, click here to start a free trial.

The report also brings many other insights about branding, social media, data analysis, and much more. If you want to read the full report, click here to download it!

The post AI in Marketing: Friend or Foe? Unveiling the 2024 Landscape [New Data] appeared first on Rock Content.

The State of Marketing Report is a collaboration between Rock Content, HubSpot, Litmus, and Search Engine Journal. We surveyed a massive pool of over 1,460 B2B and B2C marketers globally to uncover the hottest marketing trends for 2024. 

We’ll explore how AI is reshaping the industry, and equip you with the knowledge to win over audiences in this new marketing era. I bet you know that Artificial intelligence (AI) is a major driver of this change, pushing the boundaries of what’s possible.

In fact, the 2024 State of Marketing Report – revealed that over 60% of marketers plan to ramp up their AI investments for content creation and personalization. Why? Because AI is on the edge of becoming a marketer’s best friend.

As Giuseppe Caltabiano, VP of Marketing at Rock Content, says, “AI is transcending its role as a mere tool, becoming the cornerstone of innovative and effective marketing strategies.“

Ready to explore the main trends of 2024 in marketing, from AI to a cookieless world? Keep scrolling to discover the key insights from the State of Marketing report!

Pro tip: if you want to dive into the full report and get all the trends, you can download it for free here.

#1. The AI Revolution

AI is now every marketer’s best buddy, supercharging content creation and personalization like never before.

As Rob Giglio, CCO at HubSpot, rightly says, “Marketing has changed more in the last 3 years than in the last 50. We’re not just gathering info anymore – success now means acting on intelligence. We’ve moved from the Information Age to the Intelligence Age.“

This shift is clear in how marketers are using AI in all sorts of ways, from chatbots providing quick customer support to AI-powered analytics offering deep insights into consumer behavior.

But, of course, the AI revolution isn’t all smooth sailing. Worries about data privacy, the complexity of AI systems, and the need for skilled pros to handle AI tools are just some of the hurdles marketers face.

But the upsides far outweigh the downs. AI opens up new doors for creativity, efficiency, and personalized marketing, making it a must-have tool for marketers aiming to stay on top in a cutthroat market.

At Rock Content, we embrace the AI revolution, blending our AI tools with our human talents. By combining these assets, we continuously adapt our strategies to harness the power of AI. Our AI-driven solutions are meticulously crafted to assist marketers in creating high-quality, engaging content that resonates with their audience. This approach ensures that our clients stay at the forefront of marketing innovation.

#2. Video Takes Center Stage

Video content has become a must-have in marketing strategies. The 2024 State of Marketing Report shows that 86% of marketers see video as essential, proving its big role in the industry.

From engaging product demos to captivating storytelling, video content is a great way to connect with your audience and get your message across.

Platforms like TikTok and Instagram Reels have boosted the importance of video even more. They’ve changed the game for how brands connect with their audience, offering fun and dynamic ways to share content.

That’s why 75% of marketers are gearing up to add short videos to their strategies. They know these platforms are gold mines for grabbing attention and influencing viewers.

To get video working for you, try these tips:

• Know Your Audience: Figure out what your audience likes and create videos that hit the spot.
• Get Social: Use platforms like TikTok and Instagram Reels to show off your brand’s personality to a wider crowd.
• Go for Quality: Invest in top-notch production to make sure your videos shine.
• Get Found: Use relevant keywords and hashtags to make your videos pop up more and drive traffic to your site.
• Keep an Eye Out: Track how your videos are doing and use what you learn to make your next ones even better.

Aja Frost, Director of Global Growth at HubSpot, emphasizes the importance of social listening in creating effective video content: “Use social listening tools to understand which low, medium, and high-intent questions prospects and customers are asking, then work with the Social Media team to create content answering those questions — or, even more powerfully, enabling brand advocates to answer it for them.”

By tuning in to your audience and answering their questions, you can create video content that’s not just eye-catching but also adds value and builds trust.

At Rock Content, we understand the vital role of video in modern marketing. That’s why we’re constantly exploring innovative ways to incorporate video into our strategies. By staying up-to-date with the latest trends and leveraging the power of video-centric platforms, we help our clients achieve their marketing goals and connect with their audience in a meaningful manner.

#3. Adapting to the Cookieless World

The digital marketing scene is going through a big change with the phaseout of third-party cookies in Chrome. This move is going to shake up how marketers go about collecting data and targeting their audience.

According to the 2024 State of Marketing Report, a whopping 78% of marketers are planning to up their investment in contextual advertising. This shows a shift towards different strategies in response to this change.

The impact of Chrome ditching third-party cookies is huge. Marketers now have to find new ways to gather data and target their audience without relying on cookies. This means turning to first-party data collection methods, like email sign-ups and customer interactions, which give valuable insights while still respecting user privacy.

In this cookieless world, it’s crucial for marketers to explore new ways to gather data and target their audience. That’s why many are looking to technologies like machine learning and artificial intelligence to analyze first-party data and spot patterns in customer behavior. This lets them target their audience more personally and effectively, even without third-party cookies.

Contextual advertising is becoming more important as an alternative to cookie-based targeting. By placing ads in relevant content environments, marketers can reach their target audience based on the context of the webpage, instead of relying on individual user data. 

This not only follows privacy rules but also makes sure ads are more relevant and interesting to the audience. Plus, the report talks about the growing role of generative AI in content creation. 

As Giuseppe Caltabiano, VP of Marketing at Rock Content, says, “Generative AI isn’t just about efficiency — it’s about creating content that outperforms.”

At Rock Content, we use tools like WriterAccess, which blends AI with human expertise to create top-notch, engaging content. This synergy between AI and human collaborators ensures that the content not only meets the technical requirements but also resonates with audiences on a deeper level.

Marketers need to stay flexible and embrace new technologies and strategies. At Rock Content, we’re always on the lookout for innovative solutions to help our clients reach their audience effectively, even in a world without third-party cookies. By staying ahead of the game and adapting to these changes, we can keep delivering powerful marketing campaigns that connect with audiences and drive results.

#4. Combining Influencer Marketing and SEO

Two strategies really shine in 2024: influencer marketing and SEO. The 2024 State of Marketing report sheds light on how important both these tactics have become.

Influencer marketing is now a cornerstone of modern marketing strategies. Brands are teaming up with creators in their niche more than ever to boost demand and sales.

Kyle Denhoff, Director of Marketing at HubSpot, talks about the impact of these partnerships, saying, “Brands that partner with a select few Creators in their niche create demand and drive sales through channels like YouTube, Newsletters, Podcasts, and Social. More than half of our YouTube demand comes from Creator partnerships. Our audiences want to learn from credible experts over institutional brands. This mix of owned and Creator media is helping propel our business forward.”

This shows how marketing is moving towards a more genuine and expert-focused approach, where influencers have a big role in shaping how consumers see things and getting them involved.

Meanwhile, SEO is still super important for a successful online presence. The report says that making content search engine-friendly is more important than ever, with a focus on making personalized, experience-driven content that tackles real needs.

Ben Steele, Senior Editor at Search Engine Journal, puts it simply, “Your content must be personal, demonstrate experience, and address real needs.“

This shows how marketers need to make content that not only ranks high in search engines but also connects with their target audience on a deeper level.

When you put the reach and authenticity of influencer marketing together with the targeted precision of SEO, you get a powerful combo that boosts visibility, engagement, and conversions. 

This mix lets brands use the credibility of influencers while making sure their content is easy to find and matches their audience’s needs. Combining influencer marketing and SEO is becoming a top strategy for brands that want to stay on top in 2024.

By using this combo, marketers can really reach and connect with their target audience, getting some great results in an online world that’s more competitive than ever.

#5. Integrating Branding and AI-Powered Personalization

Branding and AI-powered personalization go hand in hand to make a strong and effective strategy. The 2024 State of Marketing report gives us some great insights into how these things are changing marketing for the better.

Branding isn’t just about a logo or a catchy phrase; it’s about what makes a company special and how it connects with its audience. The report says that 80% of marketers think having a strong brand identity is very important for standing out in a busy market. 

A clear brand helps businesses connect with their audience, making them feel loyal and trusted.

And then there’s AI-powered personalization, which is changing how marketers talk to their audience. With new AI tech, marketers can make content and experiences that are personalized for their customers.

The report also shows that over 60% of marketers plan to spend more money on AI for making content and personalization, showing how important AI is becoming in marketing.

When you put branding and AI-powered personalization together, you get a strong marketing plan. By using AI to look at customer data and behavior, marketers can make branding messages and content that really match what each person likes and needs. This way of doing things doesn’t just make customers happy; it also makes the brand feel more connected to its audience.

And the report says that using AI-driven personalization can help brands stay important and remembered by customers. By giving out content that’s made just for what their audience likes and needs, brands can keep being a big part of people’s lives on different platforms.

Bringing together branding and AI-powered personalization is a smart move for marketers who want to make a big impact on their brand. By mixing the emotional side of a strong brand with the super-accurate personalization of AI, marketers can make campaigns that really connect with their audience, making them feel engaged and loyal along the way.

BONUS: Elevating Customer Experience

Customer experience (CX) is a big deal when it comes to a brand’s success. The 2024 State of Marketing Report shows just how important CX is in today’s marketing world.

Having a great customer experience isn’t just a bonus anymore; it’s essential. The report says that 80% of marketers think making the customer experience better is a top priority for their company. This shows that people are realizing how a good CX can lead to more loyal customers, higher retention rates, and, in the end, better business.

One big part of making the customer experience better is personalization. Jobeth Harvey, the CRM, Loyalty, and Wine Club Manager at Vinomofo, said it perfectly: “The more personalized we are, the better results we see. Integrating platforms gave us the power to provide a consistent omnichannel customer experience.”

This shows how important it is to use technology to make a smooth and personal experience for customers no matter where they interact with your brand.

The report also says that the most successful and fastest-growing companies are using the right tools, processes, and systems to grow, all while staying creative and connected. This means finding a good balance between technological innovation and human-centric approaches is crucial for delivering a customer experience that resonates with today’s consumers.

Taking in customer feedback, using data to understand what customers want, and making sure to talk to customers on all platforms are some of the ways marketers can make the customer experience even better. By focusing on these things, brands can make a CX that not only meets but goes beyond what customers expect, making them loyal and helping the brand grow for the long term.

Customer experience is a big part of marketing today. Brands that care about CX and use personalization and tech in how they talk to customers will excel in a world where competition is intense.

Wrapping Up

As we navigate the future of marketing, it’s clear that the landscape is rapidly changing, driven by technological advancements and shifting consumer expectations.

The 2024 State of Marketing Report provides valuable insights into the key trends shaping the industry, from the rise of artificial intelligence and video content to the significance of branding and customer experience.

The future of marketing is bright and full of opportunities. By remaining informed, adaptable, and dedicated to providing value to our clients, we can continue to thrive in this exciting marketing era. Let’s embrace these changes and collaborate to shape a future that’s both innovative and impactful.

Don’t let the future of marketing catch you by surprise! Discover the secrets to staying ahead and driving growth for your business with the comprehensive State of Marketing Trends Report. 

Get your hands on the insights that could significantly impact your marketing strategy in 2024. Download the Complete Report Now and embark on a journey to marketing excellence!

The post 5 Insights and Innovations from the 2024 State of Marketing Report appeared first on Rock Content.

This newest update is considered one of Google’s most significant updates in recent times. Sites with content deemed of poor quality were simply removed from the search engine results pages (SERPs).

Coincidentally or not, the vast majority of these sites were populated with mass-generated content by Artificial Intelligence, with little to no human editing.

So, that leaves many with the question: Is Google penalizing sites that use AI in content creation? Spoiler alert: The simplest answer is no. However, in SEO, things are more complex and obvious. Let’s understand the nuances.

March Core Update and AI: What You Need to Know

The fact that many of the sites penalized by Google contained numerous pages generated by Artificial Intelligence has instilled a certain panic in the SEO world, with claims that, following this update, Google would begin penalizing any use of AI.

We’ve seen many discussions and concerns accompanied by questions like, “Will I lose traffic? Will my pages continue to rank on Google? Is it the end of AI in content production?”

Should I Not Use Artificial Intelligence For Content Production Anymore?

Here, we don’t deal in unfounded panic. So, take a deep breath: Google hasn’t said anything directly about penalizing the use of Artificial Intelligence. What has been said is related to poor quality and non-original content, made solely for search engines and not focused on people.

So, in summary, you won’t be penalized because you used AI on your site, but you might be penalized if you’ve created bad and superficial content generated only to reach the top positions on search engine results pages.

The main issue is to honestly assess whether your content is useful, thorough, reliable, and prioritizes people.

This isn’t new for SEO professionals. In January 2022, during one of Google’s many updates, Vitor Peçanha, one of the founders of Rock Content, emphasized:

“The search engine has been increasing in human awareness, morphing to become more user-focused and human-centric. It must adapt to survive; otherwise, the search results won’t be valuable anymore. Google is forcing all of us to focus on the detailed needs of real people. Ignore Google. Satisfy Users.”

It’s expected that the combination of this update with previous efforts, which have been ongoing since the launch of Google Helpful Content in 2022, will result in a 40% reduction in low-quality and non-original content in search results.

With each update, Google reinforces its goal of ensuring the quality and relevance of the content it ranks.

If it doesn’t penalize AI itself, how does Google’s March 2024 update work?

Google’s core updates, which were even more frequent throughout 2023, always aim to improve the quality of search results. In 2023, Google modified the core updates for March, August, October, and November.

Now, there isn’t a single indicator or system used to conduct this analysis, but rather a set of systems. The focus of this latest update, announced on March 5, 2024, with a one-month deadline for completion, is:

• Enhancements in Quality Ranking: The update includes improvements in ranking algorithms to highlight more useful information in search results and reduce non-original content.
• Updating and Improving Spam Policies: Spam-fighting policies have been revised to exclude low-quality content from searches, such as expired sites used as spam repositories.

According to Elizabeth Tucker, product lead at Google: “This update involves refining some of our core ranking systems to help us better understand if webpages are unhelpful, have a poor user experience or feel like they were created for search engines instead of people.”

We have a comprehensive article about How Google’s March Core Update Works. We recommend reading it if you want to learn more.

A Battle Against Mediocre Content, Not Against Artificial Intelligence

Google is penalizing poor-quality content written to attract clicks—regardless of how it’s created.

If you’re still unsure, here’s a comment from Danny Sullivan and Chris Nelson on behalf of the Google Search Quality Team regarding the use of Artificial Intelligence:

“The goal of Google’s ranking systems is to reward original and high-quality content that demonstrates the qualities of what we call E-A-T: expertise, authority, and trustworthiness. By evaluating your content in this way, regardless of whether you use AI content or not, it’ll be easier to stay in line with what our systems aim to reward.”

The relation between the sites penalized after the update and the use of Artificial Intelligence stems from the fact that, often, content generated by AI in a generalized manner lacks some quality attributes, sometimes being shallow, superficial, or even outdated.

Originality.ai brought some interesting data relating to sites that used AI in bulk and the deindexing process (meaning when Google no longer shows your page or site online): Two percent of the analyzed sites faced manual penalties. And half of the sites that were completely deindexed had over 90% AI-generated content.

In summary, the problem isn’t AI itself but sites that have poor-quality content, lack sources, are unoriginal, and offer inadequate user experience. In fact, in Google’s own words: “There’s nothing new or special creators need to do for this update, as long as they have created satisfactory content made for people.”

Now, you might be wondering: “Okay, I understand. But what exactly is quality content in Google’s eyes?” They have a comprehensive guide explaining how to create useful, reliable content that prioritizes people. Let’s break that down right below.

Google E-E-A-T and the Creation of Trustworthy Content

One of these strategies involves focusing on E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. E-E-A-T is an important metric used by Google to assess content quality.

Although not a direct ranking factor, Google states that “it’s helpful to use a combination of factors to identify content with appropriate E-E-A-T.”

And what does each item of this acronym mean?

• E: Experience – Evaluates whether the content was created with practical knowledge or experience in the subject matter.
• E: Expertise – Checks if the content author has specialized knowledge in the topic.
• A: Authoritativeness – Considers the reputation of the author and the site regarding the subject matter.
• T: Trustworthiness – Assesses the reliability of the author, content, and site.

Google itself states that trustworthiness is the most important of these, with the other items complementing this main factor.

Analyzing in practice

Imagine you have a question about employee benefits and paid leave policies. When searching for information on the subject, you come across an article on a generic blog with very long paragraphs, just text.

There’s no indication that the content was written (or verified) by an HR professional. The information seems correct, but there’s nothing new or useful for you.

However, when searching for information from another source, you find an article written by Ann Johnson, who has been working in the HR field for over 10 years and is the head of the Human Resources Department in an information technology company.

She discusses laws, brings recent data, and adds information related to her experience. In the middle of the content, there’s a salary estimator tool that helps you gauge your potential earnings based on different factors like hours worked and job position. Besides being easy to use on mobile, the site is interactive, allowing you to adjust variables and see instant results. Additionally, it provides links to relevant resources for further exploration.

Which one seems more appealing?

You can see that implementing content marketing strategies focused on E-E-A-T can help your site align with the expectations of the Google Core Update.

After all, amidst a wave of content produced solely by AI with generic statements, you’ll be establishing a relationship with people who are tired of more of the same, bringing truly relevant insights, unique experiences, new perspectives, and connecting stories.

Practical Tips for Creating People-Centric Content

When creating content, it’s crucial to rely on Google’s guidelines for producing useful and trustworthy material with a focus on the user. Not sure where to start? The search giant itself encourages sincere self-reflection based on the following questions:

After this moment of self-reflection, let’s get to work. What should you prioritize, then?

Read also: How to Create Content That Will Rank in 2024

Citing Data Sources and Research from Authoritative Sources

Think of reputable sources like governmental departments, established organizations in the field, renowned universities, leading research institutions, and industry experts. In simpler terms, steer clear of relying solely on anecdotal evidence from distant relatives you stumble upon in a Facebook group.

Interview Experts

Seek out experts in the desired subject and ask questions to delve deeper into the content’s theme. Include evidence of the experience involved and the author’s background, which is typically associated with expertise, to bring reliability that Google highly values to your site.

These experts can be from your own company or external references, or even a mix of both, just as we did in this article by including relevant statements from Google authorities as well as from Peçanha, one of the founders of Rock Content.

Important: Ensure that the people chosen to contribute to your article are genuine authorities with experience and expertise to contribute to the subject. There’s no point in grabbing a quote you randomly found on the internet, nor bringing in only quotes that weren’t specifically made for your content.

Here at Rock Content, for instance, our team selects specific experts for each market niche of our clients, ensuring relevance and reliability.

Leverage Experts from Within the Company

Are you creating content about design? Invite the design leader of your company to share an insight, comment on the topic, or bring the experience from within your brand to the subject. It instills confidence and originality and, as a bonus, works on your business’s authority.

You can also host webinars, interviews, and live sessions. Quote them, and add their name, position, and LinkedIn profile in the article.

Consider Using the Same Content in Different Formats

You don’t have to reinvent the wheel all the time. Do you have an article that’s performing very well? How about turning it into a carousel for social media?

Another possibility: Have you done a webinar with a specialist on YouTube? How about using it to craft an article authored by the presenter? We do this here at Rock Content with our biweekly webinar Marketing Backstage, and it works great.

For example, more recently, Carolina Simões, one of our Content Strategy experts, hosted a webinar on the topic “How to Create Content That Will Rank in 2024.”

Then, we asked her to adapt the presentation into a blog post, adding extra information that wasn’t included in the webinar. Same content, different formats, adapting to the audience, and reaching people with different preferences. Score!

Invest in Interactive Content

Interactive content is a type of material that allows direct user interaction, such as quizzes, calculators, and content hubs. These formats increase engagement, expand the database, and encourage the production of future content.

In the context of Google E-E-A-T, interactive content enhances the user experience and demonstrates the authority and reliability of the site, contributing to better ranking in search results.

Moreover, by providing a more engaging and personalized experience, interactive content can increase user retention and satisfaction.

Read also: How Do We Use Interactive Content in Rock Content’s Marketing Strategy?

Rely on Human Editing

The role of the editor becomes essential in this context. Although AI can assist in generating ideas and in the initial optimization of content through well-written and complete prompts, human editing is essential to ensure the quality, authenticity, and relevance of the material.

The expert editor will verify data, information, and the relevance of the quotes and adjust the content as necessary.

Introducing WriterAccess Humanizer

Recognizing the demand for a combination of human effort + AI and the importance of human editors to serve it best, Rock Content has created WriterAccess Humanizer.

Through this tool, you can hire professional editors who analyze content generated by AI, verify data accuracy, the relevance of information, the significance of citations, and adjust the material to be in harmony with the brand’s voice and strategy.

This process ensures that AI-generated content not only engages the target audience but is also aligned with the best SEO practices.

Bet on User Generated Content (UGC)

This approach allows you to leverage authentic and natural content produced by the audience, such as reviews, social media posts, and videos, to promote the brand organically and reliably.

In addition to strengthening customer engagement and loyalty, UGC can increase brand visibility and provide valuable insights into the preferences and behaviors of the target audience.

Consider SEO and User Experience Always Together

Seeing everything we’ve shown so far, you can see the importance of user experience when producing your content. Here at Rock Content, that’s a rule: we always think about SEO and user experience together.

To start your new self-assessment journey regarding your content and your current SEO strategy, mentally answer the following questions:

• Is the content easy to read and adapted for mobile devices?
• When clicking on an internal link, is it contextualized with the reading moment?
• Can the reader identify the main points of the text by skimming through it, i.e., jumping between the headings and the paragraph immediately below each one?
• After reading the introduction, would you want to continue reading?
• If there are banners inserted, do they contain relevant offers for the person interested in that topic? Do they disrupt the reading?
• Are the CTAs appropriate? Are the links working?
• Would you have the patience to read this content structured as it is?
• Do you talk to other stakeholders in the company (Customer Success professionals, UX/UI, etc.) to understand users’ needs, questions, and feedback before producing content?

If you answered ‘no’ to many of these questions, it’s important to review your site/blog’s UX as soon as possible. By prioritizing user needs and expectations, companies can improve customer satisfaction, increase brand loyalty, and ultimately drive business growth.

These elements are indicative of well-founded and reliable content. This human look and care are essential to avoid excessive dependence on AI and to maintain the uniqueness and depth of the content.

Perhaps you’ve already noticed people commenting things like “Thank you, ChatGPT” for comments on social media and stiff content that, well, seems to have been 100% written by AI.

We believe no brand wants to have that kind of association, right?

Expert-driven Content: Your Opportunity to Shine

As I mentioned earlier, Rock Content values specialized materials that include expert quotes and reliable data, and we’ve seen the results of this in practice.

What is Expert-Driven Content?

This type of content is crafted by content and SEO specialists but is supported by subject matter experts, offering firsthand knowledge and perspective on a specific topic.

Recognizing the changes in the digital marketing, SEO, and content landscape since the advent of ChatGPT in 2022, we’ve been considering strategies to implement and understand how to think about organic content in this increasingly AI-dominated scenario.

And we’re pleased to see that, even amid these changes, our clients who relied on this type of content only grew in organic traffic — while those who maintained a more traditional SEO strategy experienced a decline:

We know that finding industry experts may not be an easy task, requiring time and dedication. That’s why we rely on the experts in our talent network for this stage.

The example below is from a blog post of one of our clients on the food sector, created entirely with our talent pool in an expert-driven content production workflow:

By updating expert-driven content, we’ve seen significant improvements not only in ranking but also in click-through rate (CTR).

We’re talking about a 67% increase in position on the SERP and a 398% increase in click-through rate in three months after the updates following this format.

The Role of Artificial Intelligence in Content Creation

We already understand that artificial intelligence is not a villain for Google. And certainly not for us here at Rock Content.

At WriterAccess, our platform has a network of over 20,000 specialized freelancers, including writers, editors, content strategists, and designers. We rely on AI tools specifically developed to assist in generating ideas and producing optimized content.

They contribute (a lot!) to our agility and efficiency and enhance the scalability and creativity of our content (which, in our opinion, is the best way to use AI in content production).

AI Content Idea Generator

[Check out the free version here]

Find content ideas for your editorial calendar with our AI-generated list. This tool helps find current and relevant topics for your target audience, serving as a source of inspiration to build engaging content that resonates with your audience.

AI Persona Builder

[Check it out here]

The AI Persona Builder is a tool that uses Artificial Intelligence to assist in creating detailed and accurate personas for content marketing strategies.

Based on data and analysis, this tool generates audience profiles that reflect the needs, interests, and behaviors of potential customers, making it easier to create more targeted and effective content.

Read also: Tested and Approved: AI Persona Builder for Creating Buyer Personas in Minutes

Bonus: If you have the paid version of Chat-GPT, you can also test the Rock Content Persona Creator plugin directly on GPT-4 (here’s how to do it).

AI Content Wizard

[Discover here]

By using customized analysis, the AI Content Wizard identifies content opportunities, analyzes keyword gaps, and provides outlines for blog posts optimized to secure top positions on Google.

With detailed insights into your audience and competition, the tool is designed to deliver a content strategy aligned with your business needs, readily utilized by our network of freelance talents to create standout content distinguished by quality and relevance.

AI Backlink Matcher

[Try here]

The AI Backlink Matcher is another innovation from WriterAccess that revolutionizes how SEO professionals and content marketers approach backlink building. This tool employs AI to analyze content and pinpoint highly relevant backlink opportunities, contributing to enhanced authority and online visibility.

Matching your content with high-value sites for backlinks can be a daunting and intricate task, but the AI Backlink Matcher simplifies this process. It offers personalized recommendations that align with your business’s content and niche, making it easier to obtain quality backlinks that can elevate your search engine rankings.

Read also: Is it possible to use Artificial Intelligence for Link Building? Get to know the AI Backlink Matcher

AI Copilot

[Check it out here]

Yes, Rock Content also has its own tool for building content from scratch entirely with AI. The AI Copilot is a tool developed to generate complete content based on specific criteria. It was created specifically with content creation and SEO in mind.

AI Copilot drafts articles considering the target audience’s persona, relevant keywords for the industry, and brand information, among other essential factors for creating optimized content aligned with marketing objectives.

Although AI Copilot is capable of producing entire articles and blog posts, considering everything we’ve presented here, it’s highly recommended that these texts undergo human editing. As a matter of fact, you can send the content to our freelance editors directly on the platform if you want.

It’s important to consider the quality differentiators we’ve mentioned throughout this article, such as expert-driven content, updated data, and reliable references, thus ensuring the authenticity and relevance of the material.

Giuseppe Caltabiano, VP of Marketing at Rock Content, reinforces the need to use AI wisely to achieve the best results: “Our focus is to prioritize the production of quality content, using Artificial Intelligence as a resource to increase productivity and efficiency, without replacing human expertise and originality.“

This strategy ensures that the content not only meets E-E-A-T criteria but also stands out for its authenticity and informational value.

By following these guidelines, content creators can ensure that their work is user-centered, respects Google’s guidelines, and maintains superior quality that AI cannot replicate.

As Roger Montti of the Search Engine Journal states: “The important qualities of content are those provided by a human that an AI is incapable of offering, such as origin, evidence of expertise, origin, and background that a human brings to the topic being written about. Humans bring Experience, Expertise, Authority, and Reliability.“

Conclusion

Despite the scare that deeper Google algorithm updates may cause, don’t overlook their main goal: Ensuring that search results are always the best possible for the user, with original, relevant, reliable, updated, and useful content. By always focusing on this principle, the chances of core updates affecting your traffic decrease considerably.

And let’s be optimistic: These changes also bring opportunities to improve your content and stay ahead of the competition.

The March 2024 Google Core Update is not a monster if you are prepared and informed. And this preparation involves not only understanding the update but also knowing how to integrate it into your content marketing strategy effectively.

Transform your content strategy with WriterAccess! Count on the expertise of specialized human talents in various industries to create rich content and take advantage of AI content creation innovation with AI Copilot. Furthermore, ensure quality with editing by professionals from our base.

Take the next step towards exceptional content: Try WriterAccess for free!

The post Google March Core Update: Will I Be Penalized for Using AI to Create Content? appeared first on Rock Content.

WriterAccess Humanizer is an innovative service designed to breathe life into AI-generated content and ensure it resonates with both search algorithms and human hearts. In this article, I will explore the problems we are solving and how the new WriterAccess Humanizer works.

What AI content lacks

While AI-generated content is becoming increasingly common, it lacks the depth and authenticity of human writing. Here’s how you can spot the difference:

Surface-Level Content: AI tends to provide broad overviews based on common knowledge. It does not offer in-depth analysis, new original ideas, and unique perspectives.

Dramatic Language: AI writing may use over-dramatized or clichéd expressions, sounding like B-movie scripts.

Monotonous Patterns: There is often a repetitive pattern in paragraph lengths, leading to dull content.

Redundancy: AI frequently reiterates the same ideas, causing the content to feel redundant.

The real problem is that AI-generated content cannot genuinely connect with human emotions and experiences, often resulting in a cold, impersonal tone. While adept at mimicking structure and words, AI falls short in capturing the depth, creativity, and emotional resonance characteristic of human writers.

The risk with AI content

That explains the AI content problem from a more stylistic point of view. However, besides creating engaging content that readers enjoy, businesses usually need to generate results with content. Results often come in terms of reach and the amount of traffic you can attract among your target audience. And for that, you need good SEO or a huge paid media budget (we prefer SEO).

SEO has changed and is constantly evolving, but one thing we know will remain: content should be helpful and engaging for humans. We should optimize everything related to SEO on-page and off-page, but the leading star is the content itself.

Google announced a major update on March 5th, 2024, aimed at reducing unhelpful content by 40%. As a result, several websites lost traffic, and some were deindexed.

You must have guessed, but I will tell you. Most of these websites created and published unsupervised AI-generated content using AI technology at scale. While the update is not about AI content only, it began with manual actions applied to websites, and an Originality study found that 100% of the affected sites had some AI-generated posts.

With the increased usage of AI for content creation, Google’s move to prioritize helpful content for human readers was expected. Many were abusing AI-gen technology to mass create unsupervised, shallow AI-gen content and the internet was becoming a place where low-quality content was the norm. This update will raise the bar and improve content quality for everyone. 

Many brands that were experimenting with AI-gen content are turning back to good old human writers, especially the ones with a strong presence and reputation who have a lot to lose.

When considering AI usage now, as a blog owner, it’s not about low costs and speed advantages only. It’s important to consider whether you’re willing to risk losing your website without any prior warning due to future Google updates restricting AI usage even more in the near future.

Our solution: blending AI with a human touch

If you are not willing to take that risk but AI adoption is still on your radar, then enough about problems; let’s see our perfect solution for you.

WriterAccess Humanizer represents a new chapter in content creation, bridging AI efficiency with human reliability. It’s not just about content scaling and fast turnarounds; it’s about enhancing AI-generated content with the subtlety and nuance that only human expertise can provide. This service is our answer to a growing need for cost-effective and risk-reduced AI-gen content.

Why Humanizer? Because Authenticity Matters

Personalization becomes the key to standing out in a world where content saturation is a real challenge. Content needs to bring something original and new to the conversation to perform.

Whether you’re a small startup or a multinational corporation, WriterAccess Humanizer tailors content to resonate with your brand’s unique voice, ensuring your message isn’t just heard but remembered. Why settle for generic when you can have authentic? Humanizer was created to prioritize the human voice and perspective in AI content, beyond just keywords and SEO tactics.

No fake news here

We all know how AI tends to hallucinate. Sometimes, AI will make things up. For instance, Google’s Bard chatbot once claimed that the James Webb Space Telescope had captured the world’s first images of a planet outside our solar system, which was incorrect. Bard’s answer appeared convincing and aligned with the prompt, yet it was debunked upon fact-checking.

Preventing issues with hallucinations caused by generative technologies can be a difficult task. While technology might solve this in the future, today, language models are designed to create sentences by predicting the likelihood of certain strings occurring. Whether these sentences are true or not is not something that they take into consideration.

In the age of misinformation, truth is your strongest asset. WriterAccess Humanizer solves this problem for businesses relying on AI to create content. Our human editors will fact-check your content to ensure it is as reliable as your morning coffee. We will check the facts and claims so your content isn’t just compelling; it’s credible. Rigorous human fact-checking for content you can trust.

It’s simple and fast 

The beauty of Humanizer lies in its simplicity. Clients upload their AI-generated content, and our human specialists take over. Expect to receive your first draft in less than two days and request further revisions as needed. We refine AI-generated drafts through skilled human editors to ensure brand adherence, factual accuracy, and engaging narratives. 

This process enhances content quality and streamlines content creation, offering brands a competitive edge and a resourceful tool for marketers. 

Conclusion

WriterAccess Humanizer isn’t just a service; it’s a bridge between the efficiency of AI and the warmth of human connection. As we navigate the evolving landscape of content marketing, Humanizer blends technology with human insight, ensuring that your content does more than just exist – it engages and inspires your audience.

The post WriterAccess Humanizer: Where AI Meets Authenticity appeared first on Rock Content.