Many advisors now use ChatGPT or other AI tools to speed up content creation. That’s fine — until AI copy replaces your authentic expertise. Google and clients alike can tell the difference.
“Google’s ranking systems aim to reward original, high-quality content demonstrating qualities of what we call E-E-A-T: Expertise, Experience, Authoritativeness, and Trustworthiness.”
(Google Search Central – Google Search and AI Content, 2023)
AI isn’t banned; it’s simply judged by the same quality standards as human writing.
Why This Matters to Your Bottom Line
AI can either reduce costs or multiply them if misused.
The ROI reality:
- Smart use saves money. HubSpot’s 2024 State of Marketing Report found that more than 40 % of marketers use AI for content creation, mainly to increase efficiency without sacrificing quality. (HubSpot, 2024)
- Bad use costs money. Google’s guidance on helpful content states that material created primarily to manipulate rankings rather than help users can be de-prioritized in search. (Google Search Central – Creating Helpful, Reliable, People-First Content, 2024)
- Compliance risk. AI systems may invent facts (“hallucinate”) or reuse copyrighted or non-compliant language. All drafts require fact-checking and human review.
For more on earning trust through credibility, see “Understanding E-E-A-T — The Trust Factor That Drives Visibility.”
How to Use AI Effectively (Without Hurting SEO)
- Use AI for ideas — not final copy.
Ask AI to outline FAQs or topic lists, then rewrite using your experience and authentic tone. - Fact-check everything.
Verify every statistic, claim, or compliance-sensitive statement before publishing. - Add your experience.
Include local context, years in practice, and relatable (anonymous) client examples. Google’s E-E-A-T framework rewards real-world expertise. - Keep it human.
Search Engine Journal reports that Google recommends human review for AI-generated content to ensure accuracy and compliance. (Search Engine Journal – Google Confirms That AI-Generated Content Should Be Human Reviewed, 2024)
Before posting, read aloud. If it doesn’t sound like something you’d actually tell a client, revise it.
For structure and clarity tips, see “Writing Advisor FAQs and Services Pages That Attract Clients.”
What Not to Do
- Publish full AI drafts without editing.
- Buy “AI SEO prompt packs” promising instant ranking boosts.
- Let AI rewrite your bio — it may remove disclosures or factual details.
- Pay “AI optimization” vendors that automatically rewrite site content.
These shortcuts often hurt engagement, confuse search systems, and increase compliance risk.
What You Can Do
- Use AI for brainstorming and early drafts, not publication.
- Edit for accuracy, tone, and disclosure before posting.
- Add local proof points and specific expertise to every page.
What the Web Design Team Handles
- Technical SEO and schema structure.
- Maintaining site indexing and page performance.
When to Contact Us
- When AI tools give conflicting SEO advice.
- When creating new Services or FAQ content using AI.
- When you need help balancing efficiency and authentic voice.
Bottom line:
AI is a powerful assistant — but not a replacement for your expertise.
Use it to create faster, not shallower, content and you’ll protect both credibility and rankings.
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