Optimize Your Digital Marketing with AI-Generated Content

Strategies to Ensure Accuracy, Quality and Brand Alignment 

AI is a powerful tool for growth-driven businesses looking to optimize their digital marketing efforts. But how do you use AI to generate content effectively while maintaining brand identity and credibility—all while optimizing SEO? We’ve compiled a list of best practices to help you reap the rewards of AI-generated content while minimizing the risks. 

Find Practical AI Content Applications  

AI can be a valuable asset in digital marketing—from content creation to website development, branding to SEO optimization. Here are just a few of the seemingly infinite ways you can leverage AI for content generation: 

• Outlines–AI can assist in creating initial frameworks for blog posts, emails, website content and social media campaigns. 
• Refinement–AI can condense large amounts of information into digestible takeaways or expand a brief thought into more in-depth insights. 
• A/B testing–AI can suggest multiple versions of headlines and calls to action (CTAs) to determine the most effective messaging. 
• SEO optimization–AI tools can help increase readability, incorporate keywords and generate metadata such as title tags, meta descriptions and alt text. 
• Audience profiles–AI can gather helpful information about a specific audience such as demographics, values and pain points.   

Align AI Content with Google’s Quality Standards

If your business depends on effective digital marketing, you’ll want to understand how Google’s algorithms work. Fortunately, the reasoning is pretty straightforward. Just as you want to deliver your clients and customers accurate, quality content that delivers value—Google wants to provide the same to its users. And whether you use AI to create content or not, Google’s current algorithms will score your web content against two indicators: originality and value, and user experience.  

• Originality and value. Google likes content that offers unique insights or solutions as opposed to repeating well-known information. So, if you’re using AI-generated content, take the time to add your own firsthand experiences, expert data-driven analysis, in-depth case studies and original research.   
• User experience. Google evaluates user experience through a variety of factors. Falling short on any one of these could spell bad news for your SEO.  
  • Dwell time and bounce rates – According to Google, engaging, well-structured content translates to more time visitors spend on a page.  
  • Page structure and accessibility – Mobile-friendly, fast-loading, easy-to-navigate pages deliver better user experiences and rank higher. 
  • E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) — Google’s content evaluation raters reward first-hand experience, expertise and credentials, reputation and authority, and accuracy. 

Avoid AI Pitfalls That Can Harm SEO 

AI-generated content isn’t inherently SEO-friendly. In fact, poorly executed AI strategies can lead to serious hits to your SEO. Here are some common content fails to avoid: 

• Thin, low-quality content–AI-generated material that lacks depth, originality or value signals low quality to Google. 
• Over-optimization and keyword stuffing–AI content should be optimized for readability, not just search rankings. 
• Lack of E-E-A-T–Missing authoritative sources, expert credentials or trust-building elements weaken credibility. 
• Unedited AI output–AI tools can produce inaccurate, biased or misleading information, so it requires careful review. 
• Lack of visual elements–This might surprise you, but Google favors images, charts and videos because they improve user engagement.

Best Practices for Responsible AI Integration 

You can effectively use AI, maintain brand integrity and produce SEO-friendly content. Here are 5 best practices to help you save time, enhance your brand and rank higher on the Google results page:

Review and edit

AI assistants can make mistakes. When using any AI-generated content, be sure to: 

• Refine tone, brand voice and audience alignment. 
• Fact-check statistics and dates to maintain accuracy and credibility. 
• Align with your branding guidelines to ensure consistency.

Prompt and prompt again

Like most things in life, you get out what you put in. The next time you’re frustrated with AI-generated results, work on improving your prompts.  

• Make your prompt clear, concise and specific. Use simple language to avoid confusion or ambiguity. 
• Provide an example to help the AI assistant better understand the context and tone of your request. 
• Structure your prompt with constraints around word limits and branding guidelines when applicable.

Offer originality and value

Before you call it a day on that new blog or product page, take a minute to look for opportunities to add original insights. And remember E-E-A-T: Experience, Expertise, Authoritativeness and Trustworthiness. Ask yourself: 

• Does this content offer relevant, timely value? 
• Is this content in-depth, informative and comprehensive? 
• Am I delivering on what my keyword promises? 

Track performance and adapt

Marketing is a marathon, not a sprint. And continuously creating digital marketing content that resonates with your audience requires continuous refinement. Ongoing optimization is key to long-term success, so choose a few metrics to regularly monitor: 

• Page view, dwell time and social share 
• SEO ranking, keyword visibility and organic traffic 
• Click-through rate, cost-per-lead and conversion rate 

Keep learning

AI technology is constantly evolving, and staying ahead of the curve means staying informed. Here are a few ways to stay relevant when it comes to AI and new marketing innovations:  

• Join industry webinars and workshops 
• Participate in marketing podcasts 
• Sign up for industry newsletters  
• Do your own A/B testing and experimentation  
• Explore emerging AI tools for yourself 

Conclusion 

AI is increasingly influencing content creation and digital marketing strategies. It’s an exciting time, and we’ve just begun to realize the potential benefits of AI generated content. But the stakes are high. Today’s consumers value the kind of authentic, personalized, tried-and-true storytelling that AI alone simply can’t offer. Responsible AI implementation is key to maintaining brand authenticity, trust and relevance.  

Take the Next Step with Roger West 

If you’re looking for a digital marketing agency focused on growth through innovation and integrity, talk to Roger West. Our seasoned content, SEO, design, lead gen and development team can help you meet your most ambitious business goals. Contact us to get started. 

 

References 

1-Google, 2024: https://blog.google/products/search/google-search-update-march-2024/ 

2-Google, 2024: https://developers.google.com/search/blog/2024/08/august-2024-core-update