There's been a lot of conversations around AI content: can it rank? Is it ok to use it? Do people trust it?
Mat Bennett covered these questions and more in his BrightonSEO presentation. It's not a surprise that people stay highly skeptical about AI content, especially in the age where tackling misinformation is already a huge problem. Being skeptical about it, however, doesn't mean we have to stop working and experimenting with it; it just means we need to keep our critical thinking and raise questions as we start working with it.
The general theme I'm seeing from people in the industry is that AI content could solve a lot of problems around current manual tasks for creating meta descriptions, alt attributes for images, TLDRs for articles, and it could be specifically interesting to help generate ideas. However, Google is certainly putting more and more emphasis on expertise, authority, and trust. This means that brands may need to elevate the expert voices within their business. The hope is that AI will help the ideation and the accessibility of content but that we will see a rise in author profiles and real humans behind articles.
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