You still need human content for your organic SEO
Be honest. How many times have you tried to write a blog article and spent hours sitting there trying to type a few words with nothing concrete to show for it? And how many times have you tried to write that same blog article using a generative AI tool (such as ChatGPT) and knocked something half decent up in less than half an hour?
As content management specialists, we get it.
If you’re not a professional copywriter, of course, you’re going to head to the latest AI tool to write something for you.
It will be legible, informative, and it will get to the point of what you’re trying to say.
You’ll even be able to naturally weave in your SEO keywords without having to take the time to spend hours researching the right words and phrases.
But is it really the right thing to do?
In our opinion, there is still a hugely compelling argument for hiring a human content writer to support your organic SEO.
SEO isn’t a dark art. It’s simpler than many people make it out to be.
Despite what many SEOs will tell you, creating great content that will connect with your audience isn’t necessarily difficult.
In fact, it’s pretty straightforward.
The user is asking a question = you are answering that question.
As Ipswich SEO experts, we’re always honest with our clients about the impact of content on their SEO. We like to make it clear to everyone that Google have always been open and honest about how their search algorithms are rewarding helpful, reliable, people-first content.
If you haven’t read their guidance on people-first content, we highly recommend you bookmark the link and come back to it.
Google (and other search engines) have always said that they will prioritise genuinely helpful and useful content. If you’re writing content just because you think you’ve spotted a gap in an untapped keyword, you’re almost certainly going to be marked down because the content hasn’t been written with the customer in mind.
Are businesses being penalised for using AI-generated content?
The simple answer to this question is no.
Google doesn’t care how the content was written.
What they do care about is that the content is adhering to the helpful content mandate, as set out in their E-E-A-T (Emphasise Expertise, Authoritativeness, and Trustworthiness) framework.
As we always remind our Suffolk clients, poorly written human content will rank just as low as badly written AI-generated content.
So why the need for human-written content if AI content isn’t marked down?
This comes down to one simple thing. Your customers.
Your customers are human. Not robots. You should be writing content for them. Not for the algorithm goblins.
Human-written content is better than AI-generated content, particularly when it comes to organic SEO results. That is because your human copywriter will be far more attuned to what the customer wants and needs.
As SEO specialists in Ipswich, we see this first-hand every day.
Our clients who invest in human copywriting are seeing much better results in the SERP, and longer term, sustained improvements.
It all comes back to the E-E-A-T framework and people-first mandate.
A machine can only ever deliver output that is based on the prompts that it had in the first place. You might be able to suggest that the tool write a blog post or website article about a specific topic, but if your prompt is lacking in detail, the output will be as well.
In contrast, your human copywriter isn’t just there to put pen to paper (or cursor to page).
Your human copywriter will be able to ask those additional questions that transform generic content into something great.
- They’ll be able to look at what existing content has already been published about the subject matter and fill in any knowledge gaps.
- They’ll add a genuine opinion on the topic, not just regurgitate what has already been published elsewhere.
- They’ll be able to demonstrate your wider sector knowledge and expertise, bringing in external and internal links, commentary from relevant professionals and source original stats and insights that add to the wider conversation.
In short, your human copywriter will be able to convert that generic idea that you might have had into something genuinely useful, informative and helpful to the reader.
This is exactly what Google wants, and they will reward you accordingly with better organic SEO results.
Are AI overviews impacting organic SEO traffic?
Yes, we’re seeing a significant decrease in click-through rates across the board, largely for the informational intent keywords where a user is trying to find the answer to a specific question.
Traditionally, a user would ask a question, and Google would direct them to the site where they could find the answer.
Now, the proliferation of AI overviews at the top of the SERP means that the search click-through traffic has disappeared. The user doesn’t need to take that trip to your website to find out the information they want because Google will have already given them the information they need.
Surprisingly, as an Ipswich SEO company, we see this as a positive thing.
Website traffic will naturally switch from informative intent to commercial/transactional intent.
We know that you might be worried about the decreasing traffic to your site.
But if our SEO team in Ipswich isn’t worried, neither should you be.
Conversely, we believe that it gives you more of an opportunity to convert that traffic into paying customers.
That’s because the people who were only trying to find out information have already found what they are looking for. If they’ve decided they want to click through to your site, it’s because they’ve already passed through the informational stage of the sales funnel and are ready to become potential buyers.
Your human copywriter now has two distinct jobs to do at the same time.
- Write copy which includes informative intent keywords so your site will be included within those AI overviews. Search traffic isn’t just coming from Google – it’s now coming from ChatGPT, Perplexity, Claude, CoPilot, etc.
- Prioritise the commercial intent of your visiting traffic – aiding your CRO teams so that your traffic converts into paying customers.
Now is the time to come back to what we said at the start of this article.
A machine can only ever deliver output that is based on the prompts that it had in the first place… if your prompt is lacking in detail, the output will be as well.
Your human content writer can put themselves in the mindset of the potential buyer.
As we also stated earlier.
Your user isn’t a robot or an algorithm.
Your user is someone with thoughts and feelings and emotional connections to what they are searching for.
Great copywriters will know how to tap into the mindset of your buyers.
You might use AI to create extensive customer personas, but your human writer will know how to translate that into an emotional journey.
They’ll be able to tap into the user’s frame of mind and use a conversational style of voice (which is rewarded by AI search algorithms) to provide those feelings of empathy, understanding and reassurance. They’ll be able to connect with the motivational drivers of your audiences and point them in the direction of your unique value proposition.
This all comes back to the E-E-A-T framework and ensuring that your content is providing value and help, by prioritising the end user, not the search algorithm.
Your human content writer can put themselves in the mindset of the potential buyer.
As we also stated earlier.
Your user isn’t a robot or an algorithm.
Your user is someone with thoughts and feelings and emotional connections to what they are searching for.
Great copywriters will know how to tap into the mindset of your buyers.
You might use AI to create extensive customer personas, but your human writer will know how to translate that into an emotional journey.
They’ll be able to tap into the user’s frame of mind and use a conversational style of voice (which is rewarded by AI search algorithms) to provide those feelings of empathy, understanding and reassurance. They’ll be able to connect with the motivational drivers of your audiences and point them in the direction of your unique value proposition.
This all comes back to the E-E-A-T framework and ensuring that your content is providing value and help, by prioritising the end user, not the search algorithm.
Don’t forget the added value of the human editing process
When our Suffolk clients come to us asking for content management services, they always think that they can rely on AI-generated content for everything.
We always like to remind them that the investment in human writing isn’t just about the writing. And it’s also not about the research.
In fact, the most crucial part of any writing process, particularly when it comes to organic SEO and the E-E-A-T framework, is the editing process.
While an AI tool will simply give you the output based on your initial prompt, your human writer will be able to critically assess the first draft for you.
- They’ll be able to check that it’s not over-optimised or under-optimised
- They can check for consistency in your tone of voice/branding
- They can fact-check the information (there are huge issues when it comes to AI tools hallucinating answers)
- They can answer the clear question, “Why does the reader care about this article?”
- They can clarify that your article has given something genuinely new and informative.
- They can double-check that your article delivers value for the reader
- They can make sure that the reader knows what steps they should take next – perhaps a newsletter sign-up, a LinkedIn connection, a sales incentive, the options are endless.
This is something that your chatbot won’t be able to do.
Talk to us about human-written content for your website
By now, you should be convinced by our opinion that human-generated content will always be better for your organic SEO.
As we’ve stated, your human writer will be better able to forge genuine connections with your customers and create beneficial people-first content that is fully researched, well-written and carefully edited.
You’re investing in your website to attract and retain new customers, so you owe it to them to give them the respect that they deserve.
If you’re looking for a copywriter for your website, talk to us. We can cohesively manage your website design and SEO services with our experienced in-house copy team.
Our blend of experience and excitement means that we can create something truly special for you and your customers.
All you need to do is tell us what you’re looking for, and we can get the ball rolling!
