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We get asked this question all the time—why should we invest in SEO writing services when we can use a tool like ChatGPT to write the article for us? It’s an interesting question, and one that all SEO agencies have had to think long and hard about. And the truth is that AI—artificial intelligence—does indeed provide us with many benefits and efficiencies in our work.
However, there’s still nothing quite like human intervention to create compelling website copy, blogs, and more to keep your customers and prospective customers informed and engaged.
The Evolution from SEO to GEO
SEO writing has gone through quite an evolution in recent years. Remember those days when you would incorporate your keyword as many times as possible in your content, with hopes that this strategy would pay off and land you high up in search engine results? Yeah, those days are gone, and we say good riddance. Why? Because what value are you providing to your reader when you simply stuff a keyword into your content over and over. None. You provide your readers with no value whatsoever.
And herein lies why SEO has evolved. Readers today want content that helps them learn. They want help solving a problem or challenge. And they want a unique perspective from you. Consumers don’t want to simply find the same answer repeatedly online. They want something unique. Something different. Robots can’t provide that unique perspective. But, you, the human writer, can.
But we’d also be remiss if we didn’t share the pressures on companies to churn out more and more content. Today’s consumers are demanding. And for good reason. If they can’t find what they’re looking for from you, they’re going to go somewhere else. So, if you want to become the place of authority and build trust in your site visitors, you need to have the information at the ready.
This is where GEO comes into play. GEO takes content optimization to the next level by focusing on crafting engaging, conversational responses that truly address user needs. While SEO is about understanding search engine mechanics and integrating elements like keyword research and meta tags, GEO focuses on creating well-rounded, user-centric content. It’s not just about keywords anymore—it’s about delivering informative, natural dialogue that resonates with your audience and keeps them engaged.
How AI Has Changed SEO
This all begs an interesting question—how has AI changed SEO and what are SEO writers and agencies doing about it? We won’t beat around the bush. AI helps writers create content faster. But it doesn’t take away the need for human intervention and some human writing—actually, a lot of human writing.
Remember that question we posed at the beginning of the article? We’ve talked to so many clients who have asked us about the value of simply using a bot to write their articles for them. But here’s what happens. They try it, and then they come back to us. AI simply can’t replace humans altogether. AI doesn’t have that peek into our brains to capture that unique perspective we bring to the table. And AI doesn’t always get its facts right. Remember that AI simply searches the internet for answers. But the internet isn’t always right.
But then, how does AI provide benefits? Well, it provides many when used the right way. Here are just some of the ways artificial intelligence is making the writing process easier for writers.
- Automated Content Generation: AI can quickly generate large volumes of keyword-optimized content, making it easier to produce routine elements like meta descriptions, product listings, and basic blog posts (which are then improved via human intervention).
- Improved Keyword Analysis: AI tools excel at analyzing large datasets, helping writers discover new keyword opportunities and trends.
- Content Personalization and Dynamic Content: AI enables the creation of personalized experiences and adaptive content for different audiences based on their preferences or behaviors.
This all said, be warned that AI-generated content may suffer from quality issues, redundancy, and a lack of in-depth expertise, leading to potential content overload that drowns out well-researched pieces.
Why SEO Writing Services are Still Relevant
We can’t emphasize enough that GEO writing can’t replace SEO writing. Though your content should always be written first and foremost for humans, there are still SEO components that are necessary to help your articles index and get ranked high enough for your intended readers to find them.
Consider the following reasons why you still need SEO to make sure your content stands out from the crowd.
Human Expertise and Insight
While AI can sift through data, it falls short when it comes to providing nuanced insights, industry-specific expertise, and storytelling. Human writers bring empathy, creativity, and cultural understanding to the table, crafting content that resonates with your audience on a deeper level.
Unlike AI, which operates on patterns, humans can offer fresh perspectives and tailored solutions that speak directly to readers' challenges. Whether incorporating cultural nuances or weaving a compelling narrative, the human touch is just not replaceable by machines.
Content Strategy and Planning
SEO writing isn’t just about churning out articles but crafting a comprehensive content strategy. SEO writers analyze keywords, user intent, and trends to map a plan that aligns with your broader business goals.
With a focus on integrating brand voice and maintaining consistency across all channels, human SEO writers develop content that attracts search engines and serves your audience’s needs. Unlike AI, which lacks strategic foresight, human writers can adjust content plans to make sure they’re meeting the latest and greatest needs.
E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness) Requirements
Google places a strong emphasis on E-E-A-T, rewarding content that demonstrates expertise, experience, authoritativeness, and trustworthiness. While AI can mimic basic structures, it lacks the depth needed to convey genuine authority.
Human SEO writers can build this trust by producing well-researched, accurate, and insightful content that reflects industry knowledge and credibility. By focusing on E-E-A-T, SEO writing services help you stand out as a trustworthy source. And this is a non-negotiable when you want to maintain those high search rankings.
Avoiding Generic and Over-Optimized Content
AI can generate large volumes of content, but much of it can feel generic or formulaic. This can lead to issues like over-optimization, where keywords are stuffed unnaturally, or keyword cannibalization, which can harm rankings. Human writers are skilled at naturally incorporating keywords, maintaining proper density, and creating unique, varied content that doesn’t just say the same thing over and over.
Adaptability and Industry-Specific Nuances
SEO writers are better equipped to adapt to industry-specific nuances. What do we mean by this? Take healthcare for example. You need an SEO writer who is well-versed in HIPAA and used credible sources such as medical journals. AI can struggle with context and adaptability, and so human SEO writers can tweak strategies based on those changing trends or changes in consumer behavior.
Skip the Bots and Work with the Professionals Who Can Help you Navigate from SEO to GEO
Let’s be clear. Yes, you can use a bot to write your content. But before long, you’ll see your content start to suffer. You’ll see fewer visitors because your content isn’t relevant. And you might even find that Google will penalize you for your lack of originality.
Don’t let your content sound like everyone else’s content. Be original. Share unique thoughts and perspectives that can help solve consumer problems. Be where your customers need you to be. At LAMA Marketing, we’ll help you do just that. Contact us today to get started and shift your writing from SEO to GEO.
