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20.11.2023 Search Engine Land

AI for SEO content creation: 5 real-world examples

LinkedIn, CNET, Bankrate and others are testing AI content creation for SEO. Here are key learnings to inform your content strategy. The post AI for SEO content creation: 5 real-world examples appeared first on Search Engine Land. - Are you looking for some examples of how companies are using AI for SEO successfully? You are in the right place. Maybe you are playing with the idea of using AI for tangential SEO. Maybe you are already an SEO pro looking to improve your content generation efficiency. Or you simply want to learn more about the state of AI for SEO.  Whichever is the case, these companies using AI for SEO will provide you with the inspiration you need. 1. LinkedIn collaborative articles Monthly visits: 1.5 million Model: AI writing plus human contribution Estimated AI-written articles: 141,855 (U.S. only) LinkedIn is the most popular social networking site for people who want to build relationships, learn and figure out a way to do business online. LinkedIn collaborative articles program was launched early this year, and it reached over 1.5 million organic users. The articles are AI-powered to start a conversation about various topics, then enhanced with expert perspectives and contributions from the LinkedIn community.  But with much AI-powered content, why are collaborative articles so successful?  First of all, LinkedIn’s authority in the space is second to none. They have been around for a long time, and the website generates over 700+ million monthly visits from search engines. This is not simply a site that does some traditional SEO.  Instead, they test new strategies and tactics to find the best one that works for them. They also launched LinkedIn Pulse many years ago, similar to a news and blogging platform for the community.  Secondly, LinkedIn collaborative articles work by invitation only, which means you need to be an expert in your field to contribute to a piece of content and receive an invitation. For LinkedIn, exclusive access to this talent pool is a goldmine, and this is exactly what Google E-E-A-T is looking for in your content.  In exchange for their expert advice, contributors will receive a “Top Voice” badge once they add a certain number of highly specialized contributions to the AI-written piece.  The exact number of contributions needed to get the badge is not clear yet. Some experts recommend writing 10-15 contributions to become eligible. Look at the collaborative articles home page to find what you can contribute. However, starting in September, after reaching a peak of 2.7 million visits, the program started losing significant organic visitors, with many pages losing indexing on Google and other search engines.  This is a consequence of Google algorithms assessing their AI-written content as not good and not helpful enough, despite the human contributions to them.  2. Bankrate Monthly visits: 20 million Model: AI-written content with human editing and fact-checking. Estimated AI-written articles: 213 Bankrate is a huge affiliate website that focuses on providing personal finance advice on products and services from credit cards to savings, home buying and personal loans. It’s been running since 1976, and although it’s not the most modern affiliate marketing website, I love its simplicity. Bankrate is doing what most blogging and affiliate marketing sites do when it comes to generating many articles – they let AI generate an article and then get an editor to fact-check and review it.  The difference is that Bankrate operates in the sensitive niche of the YMYL industry (Your Money, Your Life), which includes personal finance. And Google has stricter guidelines about YMYL topics.  Google says:  “For pages about clear YMYL topics, we have very high Page Quality rating standards because low-quality pages on such topics could potentially negatively impact a person’s health, financial stability, or safety, or the welfare or well-being of society.” Because Bankrate articles fall into the YMYL niche, Google is especially strict, and if they don’t like AI-written content, they definitely won’t reward Bankrate’s article. Dig deeper: Google search responds to BankRate, more brands using AI to write content I love that Bankrate published 213 AI articles and that they are very open about using AI for content. They have a disclaimer at the bottom of every piece:  “This article was generated using automation technology and thoroughly edited and fact-checked by an editor on our editorial staff.” Take this article about “What is a prepaid card” for example, if it wasn’t for the disclaimer, I wouldn’t be able to tell if AI or a human wrote it.  However, in the last few months, Bankrate started to display the disclaimer less often, meaning that they stopped using AI-written content for many articles.  From 213 articles at the beginning of the year, they went down to just 90 at the time of writing.  I checked this by adding the search parameter:  site: “This article was generated using automation technology” It’s not unusual to see companies stopping the use of AI-written articles. I found other companies doing the same thing and dropping AI altogether. There are a few reasons for doing this: either AI didn’t save Bankrate enough time, or AI content is not doing so well on search engines.  Although we can’t be sure of the reason, Bankrate was one of the first companies to experiment with AI-generated articles and much of their content ranked on top of search engines for many months during 2023. So, we can safely say that AI content can rank if it’s considered helpful, correct and fact-checked. This brings us to the next company using bot-generated content but without enjoying the previous companies’ success: CNET. Dig deeper: Why using AI to create YMYL experts is a REALLY bad idea Get the daily newsletter search marketers rely on. “> “> “> Processing…Please wait. SUBSCRIBE See terms. function getCookie(cname) { let name = cname + "="; let decodedCookie = decodeURIComponent(document.cookie); let ca = decodedCookie.split(';'); for(let i = 0; i

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