With Google’s E-E-A-T (Experience, Expertise, Authoritativeness and Trustworthiness) system more prevalent than ever, there are a few things to bear in mind before you get round to pressing ‘send’ on your weekly blog post.
Firstly, when it comes to the algorithm, it’s never been more crucial to ensure your content’s credibility.
Search engines favour facts, so if you’re spilling out content that you’ve pulled from another website that proves to be untrue, not only will your page fall short in the SERPs (search engine results pages), but you also run the risk of losing business, as your audience will see you as an untrustworthy source.
The same goes for using AI (artificial intelligence) to write your content for you. While this can seem a cost- and time-effective way to ensure you’re producing content regularly, in reality, it could prove to be deeply inefficient.
For one thing, Google prioritises human-written content, and can usually tell the difference between text that has been produced by a machine. For another, AI can be ineffective in capturing the tone, warmth and context of a brand, rendering your content robot-like, which can be a turn off for your audience.
While AI can certainly prove effective in helping you write articles, particularly if you’re aiming for several a week, you should never rely on it entirely. Using it as a source of inspiration is generally fine, just so long as you’re editing it afterwards, and layering the text with your own brand of personality, or humour, if appropriate.
Lastly, readers like to know exactly WHO they’re buying from. If you’re offering unique products or services, tell your consumers your story, and let them be a part of it.
If you need fresh content for your website, reach out to our team at Engage Web today.
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