AI Taking Over SEO, What Should You Do: Publish More Content?

AI Taking Over SEO, What Should You Do_ Publish More Content_ _ MediaOne

Well, folks, there’s no denying it; the machines are taking over. AI algorithms have already started their infiltration into SEO and content marketing. The marketing strategy we’ve all been swearing by for over a decade no longer works as it did. 

Let’s just say AI is taking over marketing, or so it seems.

Everything seems like the classic game of payphones. A few years ago, everyone crowded around a payphone, trying to get their message out. Then, the smartphone appeared, and everyone had to adapt. Now, it’s AI’s turn.

We’re at the height of the AI hype cycle, after all. But as one of the most prolific marketers in the digital space, we think it’s our duty to set the record straight and, maybe, point you in the right direction. 

Is AI taking over SEO? The answer is no. AI isn’t taking over SEO. Nor is it making content marketing obsolete. If you think that, we won’t be divorcing writers and marrying robots anytime soon.

First, AI makes SEO more vital to your success as a business or brand. Just how? Well, read on to find out…

Let’s Debunk a Few AI Myths: 

Myth 1: AI Will Replace Content Writers

You’ve probably seen an article or two about how AI is the future of content creation — and that writers should find something else to do.

You probably believed them, too.

The truth is, the foretold zombie apocalypse of the written word isn’t coming anytime soon. AI might be able to take over mundane tasks like editing, but it’s a long shot from being capable of replacing skilled writers.

Robots cannot replace the human personality, humour, experience, and expertise that make good writing great. AI can perhaps give writers a starting point by suggesting topics, outlines, and even some draft content, ultimately freeing up writers’ time to write funnier, more engaging, and more entertaining content.

What we believe is that AI will add a job description to the market, “prompt engineering.” The ability to craft effective prompts that result in quality responses from AI will be among the highly sought-after skill sets, not just in marketing but across industries.

Myth 2: AI Will Create an Existential Crisis in Marketing

AI Will Create an Existential Crisis in Marketing

We chuckled when we heard this one. Sure, AI is here to stay and will make some jobs obsolete while creating others, but a crisis? Not likely.

AI can automate mundane tasks, like churning out a simple meal plan or planning an event, but AI will never be able to replace the human factor in decision-making or producing content. While it may streamline some processes, there is still a need for those who can think and communicate on a higher level. 

That’s not to say that AI won’t impact SEO. From personalized content to automated keyword research, AI will play a greater role in improving SEO. 

But regardless of AI’s role, a good SEO strategy will still rely on content. Quality content has been and always will be a key part of SEO. AI may be able to help you craft better content more efficiently, but it can never replace the creative human touch that readers appreciate.

Myth 3: AI is Killing Organic Search

Organic search is on its deathbed, according to some observers. AI-driven algorithms are increasingly affecting how search engine results appear and who they favour. 

But this doesn’t mean that SEO is dead. There are still ways to leverage AI and optimize your content to rank high in search engine results pages (SERPs). AI can analyze data more quickly and accurately than humans so you could use this to your advantage. 

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AI Is Taking Over SEO: So, What’s the Solution?

The antidote to AI-fueled SEO domination is to publish more content. Ramp up your content creation efforts and target topics relevant to your brand or industry. AI will use this as a benchmark for judging the quality of your website’s content, and the more you publish, the higher your chances of being rewarded with a high ranking.

Remember, search engines won’t rank you for individual posts but for your content’s overall quality and quantity. So, to get ahead of the competition and stay ahead of AI-driven SEO, you must start publishing more high-quality content.

#1. Prioritize Published Text

We know the language models are primarily trained on web text. So, it makes sense for content creators to want to create content by mass. 

That includes creating and publishing traditional forms of content, such as:

  • Blog posts
  • Social media posts
  • Newsletters
  • E-books
  • White papers

You also don’t want to overlook the impact of building your content mass with text sources such as:

  • Published books
  • YouTube videos
  • Academic papers
  • Articles from other websites 

Here’s how to look at it: publishing only traditional content is like serving an AI-powered algorithm a restricted diet. You want to give it as much variety as possible so that it will have the best chance of learning and understanding your content.

You want to throw in other text sources to give it a well-rounded, balanced content diet. That’s the best way to ensure you’ll stay ahead of the competition and keep your SEO engine running as smoothly as possible. So don’t let the fear of AI automation prevent you from expanding your content portfolio.

#2. Create Relevant, High-quality Content

Create Relevant, High-quality Content

By ramping up your content creation effort, we’re not implying running a few ChatGPT prompts and mass-producing low-value content. 

As always, err on quality over quantity. Publishing more content is only beneficial if that content adds value and is relevant to your audience.

So, before you publish any piece of content on your site, you want to make sure it addresses your audience’s:

  • Pain points
  • Questions
  • Interests

Creating relevant content in mass positions your business as a credible source of information and you as a thought leader. It also educates both your target audience and language models — ensuring your content is discoverable by both AI and search engine users. 

If you’ve already taken advantage of AI to increase your content performance, then great! But if you’re using it to churn out irrelevant content, then it’s time to rethink your approach.

#3. Be Everywhere, All the Time

With AI taking over SEO, you should consider diversifying your content strategy. You don’t just have to stick to traditional blog posts; you should create content for every platform. Videos, podcasts, infographics, and more — you’ll want to cover all the bases if at all you want to keep your content top of mind.

You want to start by maximizing the potential of your:

  • Blog: Start posting consistently (at least 2 to 3 times a week, but the more, the better). Discuss topics that educate and interest your readers and position yourself as a valuable source of information in your industry.
  • Website: Optimize your landing pages for SEO. Include CTAs, track analytics, and ensure your website provides a great user experience.
  • Substack, Medium, or any other blogging platform (without a paywall): Consistently publish quality content and include relevant keywords to ensure your content appears in search engines.
  • Social Media: Post regularly and engage with your followers to grow your audience. Use keywords, hashtags and search engine optimization tools to get your content noticed.
  • Email: Develop a strategy for using email marketing to reach target customers and promote your content. 
  • Videos: Where possible, include video content to engage users and capture their attention. Use keywords and descriptive titles to increase visibility.
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The idea is to ramp up your content creation effort in your most familiar territories and then move to less familiar ones. Eventually, you’ll have enough content that the AI can’t ignore. Just ensure your content is high quality and relevant to your target audience.

You can even reach out to the thought leaders in your industry and see if you can appear as a guest on their:

  • Podcast: Get your name out there by being a guest on someone else’s podcast.
  • Online course: Connect with people who have online courses and see if they can have you as a guest lecturer.
  • Blog page: Pitch your best ideas to the blog owners and see if they will publish them.
  • Livestream: Get in front of a live audience and show off your product or service.
  • News site: Reach out to the news sites covering your industry and see if you can publish an article.

Here’s a trick you want to utilize: With every content you produce, you want to shout out your brand a couple of times. Remind these language models and AI machines that you’re a valuable asset to your industry. 

#4. Get Your Name Out There

We’re talking about brand and personal branding here. Promote yourself and your content in a way that will ensure you get noticed by the language models and AI machines.

It helps to go all out on PR and content promotion. Use content promotion to generate more eyeballs for your site and content.

If you don’t know how, reach out to us at MediaOne. We can help you figure out how to get noticed by human users and AI bots. We want you to be in the eyes of the AI and language models, so make sure they know who you are.

Invest in PR. Whether you hire a PR professional or assume the position yourself, good PR invites media opportunities, bylines, and other content-creation opportunities that can help you reach larger audiences than organic search traffic.

Remember, news reports and publications inform AI’s understanding of the world. So, don’t forget to take advantage of this opportunity for increased visibility.

#5. Get Cracking On Your Content

Now that we’ve established that the antidote to the AI epidemic is to get cracking on your content, it’s time to get started

Start by brainstorming content ideas. What topics are relevant to your industry? Are there any trends or hot-button issues your target audience will likely be interested in learning more about?

Don’t forget to mind mapping your content plan. Think about the type of content you should be creating (blogs, e-books, white papers, case studies) and how often you should be posting.

Read: Step By Step Guide On How To Mind Map Your Content

You also want to work on a pillar-based content strategy. That involves creating long-form content that can be broken down into various content pieces and distributed across multiple channels for maximum exposure.

Read: The Ultimate Guide To Pillar-Based Marketing: What It Is And Why It Matters

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.

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