The Future of SEO in 2022: AI Writers vs Humans

How to Become a Better Professional in 2018 -

Artificial intelligence is being used for more and more applications. Chatbots, assistants like Siri, and recommendation programs are a few examples. More AI solutions are also coming onto the market for content writing. And that has consequences for you as an SEO professional, copywriter, or content specialist. Will we still need copywriters in the future, or can we outsource more to AI?

What is Ai Content Writer?

Ai content writer is a program that allows you to create high-quality articles in minutes. It’s easy to use and comes with many different templates to choose from. You can even add images to your articles using this tool.

How does AI Content Writer work?

When you sign up for Ai Content Writer, you will be given access to a library of prewritten articles. These articles have been written by professional writers who know how to write the compelling text that attracts readers. All you need to do is select which article template you want to use, enter the title and description, and then start writing!

To get a feel for an AI tool, I tested Frase.io. 

There are even more AI tools on the market, like:

  • Jarvis.ai
  • Ouranking.io
  • Copy.ai

Since I regularly work with copywriters and I noticed that Frase.io also has the functionality to quickly create complete briefings for copywriters, I chose this tool. Let’s look at what is currently possible per phase.

SEO research phase: human work versus artificial intelligence

When you start working with content for your SEO, you need to do your research first. 

  • Which keyword am I going to focus on? 
  • What is the intention behind the keyword?
  • Am I already being found for the keyword? 

You can use excellent tools such as SemRush, SERanking, and Ahrefs for this. That’s your starting point.

But what you also want to know is which competitors score the keyword you want to focus on. And with what kind of content that is. 

  • How many words do they use on their topic page, and what do they write about? 
  • How much and what quality of content do they post? 

In practice, this means that for a single keyword, you’ll need to read 10 to 20 other websites to find out. And that takes time. For example, if you focus on 10 keywords, you need to look at at least 50 different websites.

Frase.io

With a tool like Frase.io, you can complete the above process much faster and collect this input fairly quickly for your SEO text. This works in all languages and countries, which can also be combined.

Frase.io uses AI to do a SERP analysis of your focus keyword. When you add your focus keyword to the tool, Frase.io will scrape the websites that come up. This analyzes the HTML of all websites on the SERP. As an output, you get all the headlines and text per website. The tool further looks at:

  • How many words are used on an average per page in the search results?
  • How many headings are used on average per page?
  • What is the average domain authority?
  • How many images are used on average per page?

You can see per header what content has been written for each website. This offers an enormous time advantage: you can see what 20 websites write about in one overview.

This allows you to quickly gain inspiration and allows you to create an outline for a good content page much faster.

Inspiration from various angles

With Frase.io, you can therefore get a lot of inspiration to shape your text. For example, the tool also looks at:

  • What is being written about the subject on Wikipedia?
  • Questions that return to the SERP
  • What does the SERP say: “People also ask”?
  • What kinds of questions are people asking on Quora and Reddit about this topic?

The questions you see are useful to answer if you can and if they are relevant to your target audience. There is a chance that it will contribute to the quality of your text if you know how to answer it correctly and completely.

Create a plan for rewriting existing content pages.

If you have been working on SEO for a website for a long time, you may recognize that you have a large number of pages of content. You want to update this as soon as the information needs for your subject change or if something changes in your organization. 

For example, when you add a new product or service, or if your target group has new questions or information needs due to developments in the market. To maintain your content, you will therefore also have to go through a large part of the above steps: you will research users’ information needs, and you will provide a valuable answer to this as well as possible.

A great way to do this content research is through the Google Search Console link you can create in the tool. The tool labels the keywords under which you are found. The label “opportunity” is particularly interesting. There you can see for which keywords you fall just outside the top 10. With some adjustments to your pages, you can get to the first page with these keywords.

You can then easily make a document from this summary and follow the steps above.

So you can also use AI to rewrite your pages very well to quickly add new topics to your site.

Get started with content.

Once you know what information you want to put on your page, it’s time to start creating this content. You have to take into account all kinds of aspects: psychology, professional knowledge of the subject, needs from your client, in other words, customization.

AI is not yet at the stage where it can create thriving, unique pieces of content. The technology and output are not yet so good that they can be copied 1-on-1 on your website. 

The sentences do not flow smoothly, words are not always logical, and English grammar is not the easiest. The copywriter, therefore, definitely wins over AI in this area. 

Of course, how this will be in the future is conjecture. What the AI tool does is mostly like mixing pieces of content. For example, a consistent writing style is not (yet) taken into account.

For example, if I ask the AI tool to write an introduction to an article titled “Writing Content by AI,” I get the output:

Do you want to have content written by AI? 

That’s a question I’ve asked many times over the years. The answer to that question depends on what we mean by “content.”

This is a strange introduction and, therefore, not immediately useful. This will therefore have to be adjusted or made to measure. And that’s time you don’t really want to use for this.

It’s nice to have for the outsourcers.

Because you can create an outline for your content with a tool like Frase.io, it suddenly becomes a lot easier to send your copywriter a briefing. 

You can more easily create an outline of your text and simply provide input about what information you need to arrive at a good text. This allows you to spend more time on a good briefing on customization per keyword instead of typing out the intention. That seriously saves time. 

With Frase.io, you can work together in documents to keep the briefing and text in one place. This means you have your research, briefing, and output in the same place.

Use AI for research, not content creation.

So far, the conclusion has been that you can use AI for your research. You can save a lot of time with that. It also offers inspiration for the content of your text, and you can use it to set up the basis of your text.

If you start writing texts, you will have to continue to use texts by copywriters for the time being (or grab a pen yourself, of course!). The output of generated content from AI is not yet at such a level that it is better than human work.

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