It’s no secret that SEO-optimized quality content is essential for ranking in Google. If you’ve been around the world of SEO for a while now, then you already know that poorly optimized, thin, or duplicate content is one of the quickest ways to damage trust and authority with Google. In contrast, valuable, insightful content can deliver traffic for years. Lately however, we’ve noticed quite a change in the way many businesses (and even agencies) approach content creation, reigniting the old quality vs. quantity debate.
Is Your Business Publishing High-Quality Content?
As you can probably guess, the rise of AI writing tools is the impetus for this change in content publishing strategy. ChatGPT and other services have made it possible to create limitless amounts of content in any niche, and on any topic. As a consequence, the temptation to start churning out blog posts, service pages and social media posts might be hard to resist.
It’s also not very difficult to see why generating vast amounts of content is indeed attractive on some level. For instance, more articles on your blog let you target more long-tail keywords and build topic clusters to promote your pillar content.
But while SEO trends are always changing, the fundamental principles absolutely remain the same. Using meaningful content that also balances SEO optimization techniques is the only way to maintain long-term search visibility. In short, Google is not likely to start rewarding disposable content any time soon.
The Negative Impact of AI-Generated Disposable Content
We recently discussed some of the main content mistakes to avoid on your business website. Many of these issues are easy to find when you start to analyze quantity-focused content strategies driven by AI tools.
As an example, last month we acquired a new SEO client who launched a new website with another vendor approximately 16 months ago. Up until this month, the client’s internal marketing team has been writing all the content for the website with AI. This includes service pages and blog posts. Despite this effort, the client’s website impressions in search results, keyword rankings and click-through rate continued on a downhill trajectory. But now that they are a Rocks Digital client, we’re replacing all the content as quickly as we can with quality, meaningful content that will help them with search engine rankings and improve the user experience.
We are not claiming that using AI to write is not sometimes useful; however, the person using it needs to understand the long-term impact of their actions and how it can impact their search engine rankings and the user experience. The content needs to be run through Grammarly, edited, then checked to ensure AI content detectors don’t pick it up as AI generator content.
What Is the Value of Writing Meaningful Content for a Website?
Going the extra mile for readers will almost always pay off, as the evergreen content that’s often created can maintain solid search placement for years.
Google Prioritizes Helpful Content
As you know, Google’s Helpful Content Update is part of its core ranking systems. The update focused on ensuring that users see original, meaningful content created by real people focused on informing and engaging readers, instead of just climbing the rankings. Along with EEAT (expertise, experience, authoritativeness and trustworthiness), there’s no question that Google’s priority is quality content.
More Loyal and Engaged Users
Quality content keeps visitors on your website, exploring multiple posts and returning for updates. As you build a reputation for insightful articles your website can become a hub for industry news and thoughts.
Build Brand Authority
Authority is crucial for brand building, both among readers and as part of Google’s EEAT metrics. Ultimately, if you’re trying to build a brand with low-quality, disposable content, it’s time to update your content—and perhaps hire a different content writing service.
Trusted Content Writing and Marketing Services for Businesses
Rocks Digital is a top-rated digital agency helping businesses increase search visibility and reach more customers. For assistance with content marketing, SEO, web design and other services, contact our team now. Call (214) 989-7549 or request a website evaluation today.
