Should You Use AI To Write Your Website Content?

People often ask us whether you should use AI to write your content. I think one of the main exciting features of AI is the sheer speed it can write content and, of course, the way it lays it out with beautiful structure and great metaphors and analogies.  

When it’s prompted properly, AI is certainly OK at writing content but we have to realise why this is. It’s because it’s taking the best content on the Internet, written by humans, and using it to train its model. When you ask AI to create content, it’s literally copying and pasting large chunks of what’s already written before and making it its own. It’s basically cheating in an exam! (Or was that just me?) 

So, should you use AI to write your website content? 

Should you use large language models like ChatGPT, Google Gemini, and Claude to create the content on your website? Well yes and no but mostly no.  

If you don’t care about ranking online, if you’re not fussed about how much traffic you get organically from Google, if you don’t care about things like being indexed and what position you are in Google, then crack on and use AI to write your content. I say this with proof now that Google is taking websites off their index that have published huge amounts of low-value AI content.  

Now, if you just use a little bit, this probably won’t affect you but ultimately if you want to be found online with the content on your website, AI content writing is not the way forward. 

The reason for this is simple. AI content writers take content that has already been written and make it their own and give it to you. This content will not be indexed by Google very high up and it certainly won’t be cited by AI models. This is because when an AI tool looks to cite information, it drops a link in the chat to say, “Here’s something else you can read more about this topic.” It will go and look for original source material, and your content written by AI clearly is not the original source material. 

You can still use AI to speed things up 

If you really truly want to be found in this world of Artificial Intelligence, Large Language Models, and Google, which now uses AI summaries, then you definitely need to create unique content.  

You can definitely use AI to speed up your process. If you’re not using AI to speed up your process, frankly, you’re miles behind and you really need to get on the case with that very quickly. 

AI is an incredible tool for doing everything from writing content to building processes to recording meetings and everything in between. In fact, this blog was dictated into an AI tool (Wispr) and then proofread by an AI tool (Claude) before it was handed to a human (Jo) just to make sure it sounded right. It came from a human and it used AI in the middle and it was finished off by a human, too. 

Why E-E-A-T matters more than ever 

If you really want to be found online, you want new traffic to your website, you want AI tools to start mentioning your business, then you really need to have an opinion. You really need to show your expertise. You really need to educate the system and build trust. 

You need to understand that Google’s E-E-A-T, an acronym, is now more important than it ever was. E-E-A-T stands for: 

• Experience. 
• Expertise. 
• Authority. 
• Trust. 

Clearly AI doesn’t have any of these. AI can’t experience real life. AI doesn’t have the expertise; it’s stolen it from humans. AI has no authority because it is not an entity or a being. AI can’t really build trust although you could argue you probably trust your AI tool now more than your partner, but I digress. 😋 

When you understand that that’s how Google ranks content and the AI tools have copied how Google ranks content (because side note AI has copied absolutely every single thing human beings have done and Google is actually run by humans), then you understand that copying content from AI models and AI copywriters is never going to get you found online. 

Your opinion matters. Your experience matters. The fact that other people trust you because they’ve given you reviews and talked about you online and said nice things about your social media really does matter. 

So, what’s the verdict? 

Should you use AI to create your content? That’s the question of this blog, and I would absolutely say no. It’s definitely quicker to use AI.  

It’s very helpful if writing’s not your bag but ultimately your website needs to be found on the internet. The amount of traffic and the amount of new business you could get is phenomenal if you have a great website.  

We run paid advertising, search engine optimisation, and social media for clients because they know the possibilities are endless. The amount of new business they can get out there is exciting. Why wouldn’t you create content that supports a website that could do that? 

If you’re going to put content on your website, why would you just put content there that isn’t going to rank and isn’t going to excite the search engines or the tools? It just doesn’t make sense to me at all. 

What about AI copywriting elsewhere? 

Should you use AI copywriting tools elsewhere? Sure, but be careful. You can have AI write your emails. You can have AI write your social media posts. Ultimately just because Google uses E-E-A-T doesn’t mean humans don’t. Google’s E-E-A-T principles are used by humans. Humans want educational content. They want the valuable stuff. They want to know that you’ve experienced it. They want to know that you have the authority in the area. They want to know that they can trust you. 

If you’re using AI content to write your emails and your LinkedIn social media posts, then you’re also doing yourself a disservice there. (I’ve digressed again.) 

AI content writers will not help you get ranked online. They will help you speed up your content creation, the process, formatting, and everything else. Absolutely fantastic. There are great tools for that, but if you’re blindly posting prompts into AI tools like ChatGPT, Perplexity, and Gemini and expecting to get found online, then I’ve got news for you: that just isn’t going to happen. 

TLDR 

AI is brilliant for speeding up your content process but rubbish at getting you found. Google and AI tools reward original, human content backed by real experience, expertise, authority, and trust (that’s E-E-A-T). Use AI as the tool in the middle of your process, not as the author. If you want to rank and get cited, your opinion needs to be heard and trusted. 

If you’re serious about ranking online and want your content to get found, get in touch and let’s talk about how our content packages can get your business found. 

Do You Struggle to Create Content to Generate Sales?

We’ve Created a FREE Online Marketing Plan…

Use our simple ideas generator to help you make better content, over and over again…

Learn More

Tags associated with this article