AI Content: Dead or Dominating?

James Dooley: Hi, so today I'm joining with Kaz Dash and today's video is about the question, is AI content dead? So Kaz, first and foremost, do you think that artificial intelligence content and using tools like ChatGPT or Koala or Autoblogging AI, is AI content dead? Kaz Dash: Definitely not, but you need to be careful on how you use it because what a lot of, what I think one thing we should probably say, one thing that is dead is spamming the index. So what you don't want to be doing is using some of these AI tools and I'm going to say this and people are probably still going to do it anyway. Um, do it at your own risk, but you don't want to be spamming the index and what I mean by that is publishing 10,000 articles in a day and thinking that that's okay. Um, there's always going to be Google spammers that will do that, obviously, but a realistic business or a real business would never do that. So you want to essentially align with what a real business would do. Um, a real business would probably upload, I don't know, maybe 10 blogs a month. Um, they might have their service pages already uploaded through their website. So that's one thing that I would be going down the path of, trying to basically be a real business. James Dooley: Yeah, what do you think? Kaz Dash: I think I'm going to throw an example out there, right? For many, many years I've worked with some of the biggest brands in the world, right, and they've wrote content and they've used tools like Grammarly. MH. And at times what they've done is they've got Grammarly to help them rewrite sentence structures to improve the grammar, yeah, right? And Grammarly has gone and rewrote certain sentences, right? And then other people have gone and use tools like Hemingway, MH, right, to make certain that they get rid of what people call as being like fluff. There's certain words that just don't need to be there that naturally some writers just like using the same word over and over again and they end up trying to explain something in 300 words of content that could have been written within 100 words, yeah? And I think that's bad for the user. So knowing generally speaking what Google wants, it wants good quality content that the user likes. If AI can write that better than some of my writers can write that and the user likes it, Google will like it. Google looks at behavioral signals more than anything else. So you want to be writing good quality content. And yes, there's other factors like topical authority and backlinks which help within the algorithms, but one of the main things Google looks at is engagement and behavioral signals. And if people are liking the content, then Google says, well, we like the content because our users like the content. If our users like the content, they like Google, which means they're going to use Google more, which means they're probably going to make more searches in Google, which then indirectly means they're going to make more money because of their ads. You're playing with Google's playing field. Do what Google wants you to do, right? Don't just think spamming the internet with gobbledygook. When someone writes the content, the users who land on the page are going to see that it just doesn't read very well and it's not what they want. You're going to have zero trust from that user. It's actually not going to convert, yeah? James Dooley: But with the right prompts, AI tools like, I'm 100% biased because I'm an investor in Autoblogging, but Autoblogging AI has lots and lots and lots of prompts that is great for the user, right? We want to give them the answer in the most concise manner that we can and give the answer that the users like, right? On top of it, I would say it's important to humanise the AI content, yeah? Mainly because AI does hallucinate. So OpenAI, at times, if it doesn't know the answer, it doesn't say sorry, we don't know the answer to this. It just makes up an incorrect fact. So it's important for people to know that AI hallucinates and has certain factual information that is incorrect, yeah? If you go putting a lot of like factually incorrect stats online and Google's got a knowledge vault and you keep saying things that are outside of their knowledge facts that they know to be factual information, you will start to lose rankings. So yes, certain AI spamming content is dead, but when you do it right, AI content can be, it can help you scale, it can be way better in quality and way better for the users. And in that scenario, it's working better than ever. Now, we use AI in a lot of different areas, not just for content, for lead segmentation and for a lot of other things, for doing some images, for doing some videos and stuff like that. There's times it creates shocking images, but there's times it creates amazing images. But then there's times that my graphic designers create amazing images and there's times that they make shocking images. So it's about the right prompts that you're using. If you use the right prompts, using AI tools is unbelievable, and actually Google changed their whole documentation to say it doesn't have to be written by humans anymore. So AI content, using the right prompts, is amazing. MH. And I strongly recommend it. Kaz Dash: I think I think you couple things just to um add to that is that even if the content was written by a human editor or like a human writer, let's say I wrote the content but it was gobbledygook and I was spamming the index, at that point it doesn't matter if it's AI or if it's Kaz written content. Still, the website is still going to get spanked by Google because you're just spamming the index. So that's that's um that's the first thing I wanted to mention. And then the second thing as well that I wanted to mention is that I think it all comes down to the prompts that you're given. So for for example, um, I recently done a search and it was I think it might have been to do with like a washing machine, and somebody on Reddit said um that yes, it's a really good washing machine, but if you live in an apartment, just be careful because it might not be able to fit up the stairs. Um, and I was I was reading that, I was like, ah, that's really interesting then. And I thought AI would never have been able to spit that out because it just doesn't. AI's never lived in an apartment in New York, let's say. So there's there's certain bits like that where if you were to give it that information, AI would be able to do a really good job of writing a review for the LG 665 washing machine. But if you just tell it, write a review about that washing machine, it's just going to write a generic review that Google's already seen 10,000 times, yeah? James Dooley: True. See, there's other things, right? So I'm going to throw another one out here, right? There's someone that I know, I'm not going to mention any names, that has been the author of three different books. This same person, all three books, has had the book written by a ghost writer. And they've gone in and just added one or two bits to it and they've added their name as being the author, right? And this same person is saying, oh, I don't use AI. I'm like, you're the same person that has had the content written 99% by a ghost writer 10 years ago, added your little stamp on it and put yourself as being the author. So if he starts to say don't use AI, humanise it, he's pretty much been doing that anyway. He's the one that's basically, so what I'm trying to say on that is, if he thinks it's fine for him to add himself as being an author, saying that he's written all this content because his ghost writer has written it, but he's read it and says, yeah, I'm happy with that. If I get AI to write it and I humanise it slightly, but I'm happy with what the AI spits out and say this has been written by James Dooley, that's exactly the same as an author getting it written by someone, yeah? So I'm still putting my stamp of approval on it. Just using it blindly and not humanising it and reading it before you upload it, I don't think is very good because it hallucinates. But having now trained up our team, a lot of our writers now have been changed from writers to AI prompt engineers and editors. Their output now is 5 to 10x what it was previously. And you know what's even more important? It's not just the quantity that's better. The quality is so much better, yeah? Kaz Dash: Like, for the users, we there was we got 100 articles rewritten that was on our website. And we sent 100 articles that was pre-written by humans, probably 5 years ago. These were articles that wasn't doing very well and wasn't ranking very well. And we knew that we needed content freshness on these articles. We got them, same articles written. So we give this article and said, can you rewrite this? Give it the source context. We want this to be the output of what people want to know. We want you to write it in less amount of words because back then our writers used to think every article needs to be 3,000 words of content because longer form content ranks better than Google. Not what's best for the user, just what's best to try and rank in Google. The AI completely rewrote the article, almost shaved half of the content off. There so now it became 1,400 words, 1,500 words of content. We reuploaded it, it ranked way better. Google anyway started to rank and get clicks. But we also went out and did a survey and asked the user, which one's better? And every single one we went out to when we was doing, here's data set number one of articles, here's data set number two of articles, everyone said data set number two was more concise. It had removed fluff and it was way easier for them to get the answers that they wanted to get. And that was AI written versus human writers, right? So using it in the right manner, yeah, is unbelievable. James Dooley: It's just, everyone, it's every, someone like saying link building's dead. No, when you build toxic links, your website's dead. If you build good quality links that's relevant, that gets traffic, and that's powerful, and the users are clicking on to and click through to your website, well, links are working better than they ever have done. So link building is definitely not dead. But AI content, just throwing all AI content under the same bucket. No, I'm not being disrespectful, but if you just go write in ChatGPT, write me a 4,000 word article on this subject, it's not going to be that good, yeah? Kaz Dash: Yeah. If you're going using the right tools like Autoblogging AI that then sets out a content brief prior to doing it, you know, all the heading hierarchy. Are you happy with them? Questions? No, I don't want that question. Oh, I want to add this question in though. So you humanising it before you even getting it written with the outline, you give it the source context of what you want the outcome of the article to be and the information you get, that written, and then you quickly read through. Yeah, I'm happy with that. Oh, I'm going to change that a little bit here. 10 minutes of editing you've now gone and got a great article that would have took you three hours. So AI is working better than ever, not just for SEO but for the users. And I think that's very important for people to understand. Do what's right for your customers, yeah? And that's what Google asks us to do anyway, yeah? James Dooley: I think I think one thing that we can both agree on is that we're both not very good writers, yeah? Kaz Dash: Definitely. And there's there's times where you or myself would write an article to do with, let's let's say link building, and we over complicate things. It might not be good for a business owner reading that article. But then you send it through to like one of the editors and they will essentially turn that article into like more of a a human friendly article where it's not over complicated. We're not talking about all these crazy strategies. And nine times out of 10, or actually 10 times out of 10, when they send it back to us, we're like, actually, yeah, it is a better article, yes? It's not as complex and it's not going deep into the actual strategy, but it's just a lot easier guide to follow along. James Dooley: I'll give you two examples of where we're using AI content, not just for new content but for conversion rate optimization being one of them, y'know, right? And then the other one for understanding who our customer is, right? So with regards to conversion rate optimization, every time we had um a call to action button, the content above, we should be trying to incentivise them in some way or try to get them to fill in like click that call to action and either buy the product or inquire with us. So we we got the paragraph above every call to action and we told the AI, what we want you to do is rewrite this content. And underneath this sentence, paragraph, we're going to be putting a call to action in. And we want them to try and click that button to fill in the form for us to be able to help them or to click that button. And we we told them what the desired outcome was. And we wanted them to rewrite that paragraph. The sales copy that they did in that content was brilliant for conversion. Our conversion went up like 34%, right? On the page, just by the bottom, the colour was the same, the button text was the same, everything was the same. Just the sentence and the paragraph above the call to action massively helped. Another part you spoke about um us being too complex, right? In the way that we write, going being too advanced at times, talking about things that a webmaster doesn't know about. If I'm in an advanced mastermind SEO group and I'm talking about backlinks, okay, I can then start talking a little bit about do follow, domain rating and all the rest of it. But a webmaster, some of these webmasters don't have a clue what you're talking about when you even mention Ahrefs, right? They don't know what that means. They don't even know that. All that they need to understand is that this backlink is a vote which comes back to your site and improves rankings on your website. So what we did on certain articles was make it more concise. But we asked the AI to rewrite the content in a more simplified version to someone that does not understand SEO. MH. And they completely rewrote it. And the words that they used was like, that's amazing. Like, we were saying things that they have no clue what we was talking about. They wrote it in a simplified version for them to then understand it and grasp it and go, okay, I need that, yeah? Kaz Dash: So there's so many different elements to where artificial intelligence content, using the AI tools to rewrite certain elements, can help you. Not just can you write me a four thousand word article please, yeah? One thing to add to that is like, for example, because because we've been in the industry for so long, we use certain terminology that that that newbie SEOs or or novice SEOs might not use. So like, for example, a website losing traffic, we call tanking a website, right? I think I think everybody calls it, oh, you've tanked that website, but then then somebody that's a novice would say, I've lost rankings in Google or I've lost positions in Google. And it's just like, oh, actually, that does make sense. You, why would you call it tanking a website? Does tanking a website mean it's going up or does it mean it's going down? Obviously, we we know what what it means, see? James Dooley: There's another one. Like you said, um, lost rankings in Google, yeah, right? We a lot of the time say lost rankings in the SERP, yeah, which SERP, if you don't know, a search engine results page. But people don't understand what SERP means. Kaz Dash: Oh, yeah. Well, he's in the SERP. What? Sorry, mate, what's the SERP? So when you get that simplified and written in a simplified manner, some like you said, I cause the way I'm talking to people on a day-to-day basis, I think everyone knows that. Sometimes when the AI writes it, I go, that's so much better than the way I would have written it. So much better. James Dooley: So leveraging AI tools, not just for SEO but to increase conversion rate optimization, but for also to make certain that your users are having a better experience, try and actually start working towards what Google wants you to do as much as arguing with it. You're playing in Google's playing field and they want what's best for the user. You should be wanting what's best for the user because what's best for the user is potentially your customer. You want your customer to have a good experience on your site and hopefully do what you want them to do, which is buy your product or fill in a form and inquire with you. So do what they're asking you to do. Improve those behavioural signals. Write good quality content which AI tools can do. AI content is definitely not dead when done in the correct manner.