Over the years of working with businesses and discussing their websites and online marketing, I have concluded that there are three types of website owners: 1) those who have a website and are happy; 2) those who have a website but are aware they need modifications; and 3) those who don’t have a website.
There is a subset of the first two. One is the DIY strategy. The other is going to hire a vendor or outsource their website and online marketing.
The majority of people I meet, whom I will refer to as my target audience (TA), are ones who have a website and know it needs modifications. Within that group, it's split 50-50 depending on whether they are DIY or going to hire a website vendor.
This is my one-time shameless plug on this page, if you are looking for website design or website repair I will help you.
I believe there is a real allure to AI in my TA.
They seem empowered with a new strategy to create, operate, and sustain their own websites. In theory, that sounds great, and I do hope it works well for those folks taking that path, but time will tell us the tangible results, which are probably going to be 12–20 months after they initiate that strategy.
But let me drill down into four areas that are key to understanding the impact of AI on website design and SEO.
First, I must mention that there are two types of website platforms: open and closed, which I articulate in my ebook, The Seven Pillars To Online Business Success. But, for this short article, take note that closed systems may or may not have their own AI features that can be used. As well, in an open system platform, it's safe to assume that any AI tool can be used.
I have heard, but not done it myself, that you can use AI to build a website. At first, this seems like a novel idea, and what comes to mind is building a prefab house or using a 3D printer to build a house.
There are pros and cons to websites constructed with AI processes. I need to do more research, which you can read about in a future article.
As of now, I have found, from client feedback, is that the two top motivating factors for having a website are building a business reputation and selling more products and services. Knowing that I am always surprised when I come across websites that are either incomplete or not up to par with the customer's brick-and-mortar businesses.
Yes, I have seen a whole lot of success with clients, many going from six digits or less to 9+ digit income once they have their website dialed in.
So the big question today is, "Will AI-generated text be a contribution tool or a bad reputation tool in website content and SEO content?"
There are numerous text content-generating AI websites out there. I use them to check my grammar sometimes, but have not used them to write articles or posts. From what I am reading, it sounds like a lot of "content creators" are using these AI content services, of which jasper.ai is one.
If you want to go straight to the source about website technology and SEO technology, I suggest reading the blogs of different Google developers. They pretty much give you the scoop on the updates and features in the planning or design stages.
That said, is it possible, since the function of Google is to drive the internet, that Google search algorithms can decipher the AI-generated text and then ding the entire website for using it?
Remember in 2012 when voice search was new? Everyone was worried that it would replace the need for SEO and make website design easier. Did that happen?
No, I have seen a decrease in SEO due to that in the last 10 years. What became clear using voice search was that the design of the content was what created the results that voice searches produced.
The content design in your website has several components that I am not going to repeat here but you definitely want to know those components and use correctly.
As for AI and content generation, Google tells us that they use the EEAT model to determine quality content.
Experience
Only humans have this one; it's critical in our digital world that's moving toward integrating generative AI content. Can AI have experiences? No, but humans do all day long. Your content must demonstrate your experience.
Expertise
This is illustrated in the depth of your knowledge that you put forth in your content. For example, you can request AI to write an article about baking bread, but unless you already know the varying processes and methods of bread making and are able to distinguish features and benefits in those methods and processes, you won’t really be able to determine if AI is adding to your expertise or detracting from it.
Authoritativeness
Easy to establish using three methods. One is the ongoing effort to establish your brand. Another is high-quality back links, which are other websites linking to your web pages. The third one is building and sustaining a content architecture that exemplifies your knowledge, skills, and services or products.
Trustworthiness
The hub of this Venn diagram is the junction where expertise, experience, and authoritativeness overlap, which is what produces trustworthiness.
"People seeking success in Google Search should be looking to produce original, high-quality, people-first content demonstrating qualities E-E-A-T."
~ Google Developers