ChatGPT for Marketing Your Business?

By Janet L Bartoli | January 17, 2023 | Thought Leadership
 

How E.E.A.T Beats AI Content

Should You Unlock the Potential of AI in Your Content?

I have to start with a disclaimer.

Disclaimer: NONE of this content has been generated by AI. These opinions and views are my own.

Since the internet was ever a a thing, it has always included some non-factual content.

You always had to figure out whether or not the content in a website was written by someone with some level of authority and trust.

When you search for medical or health information, you want to be sure it was shared by someone who has that specific expertise, or credentials that allows them to share that information right?

How did Google combat that? In the June 2013 version of search quality evaluator guidelines, with YMYL (your money or your life).

The term “YMYL” comes from Google’s guidelines for quality evaluators.

Google quality evaluators are an outsourced army of people who evaluate search results based on specific guidelines.

Their work helps Google to educate AI-based algorithms and improve the quality of search results.

Just as a refresher or reference for those who do NOT know

Examples of YMYL pages include:

• News and current events: Pages about the news on international events, politics, science, etc.
• Civics, government, and law: Pages containing information that informs people, such as info about voting, legal issues, social services, etc.
• Finance: Pages about investing, taxes, banking, etc.
• Shopping: Pages about shopping, including pages that allow people to make purchases online.
• Health and safety: Pages about one’s health or safety, including medical issues, drugs, hospitals, etc.
• Groups of people: Pages about groups of people, including nationality, race, status, etc.
• Other: Pages that deal broadly with “your money or your life,” such as pages about fitness and nutrition, housing, finding a job, etc.

According to Google … “Low quality YMYL pages could potentially negatively impact a person’s happiness, health, financial stability, or safety.”

This is not something ChatGPT has in place (at least not now at the time of this writing). In fact here’s what ChatGPT does have on its main page

Pay specific attention to that last column, limitations. May occasionally generate incorrect information, produce harmful instructions and has limited knowledge.
In case you do not know the difference between a search engine, with a sophisticated baked in algorithm, and an AI like ChatGPT, is that we have a search engine that has a layer of E.E.A.T built into its search rating guidelines.

• Expertise
• Experience
• Authoritative
• Trust

Starting to see a BIG difference?

Google focuses on the extent to which content creators have “necessary first-hand of life experience for the topic.”

Having significant experience lends itself to trust.

Expertise, according to Google’s guidelines, “which would you trust: home electrical rewiring advice from a skilled electrician or from an antique homes enthusiast who has no knowledge of electrical wiring?”

ChatGPT is the antique homes enthusiast in my explanation.

If the content you produce in your website, blog, Linkedin Posts, or anywhere you could place that AI generated content, isn’t expert, include experiences, from someone who is authoritative and trustworthy, then how could you expect that piece of information to resonate and rank well for your intended audience?

AI is incapable of human experience or conveying any expertise for that matter.
Those two are a necessary part of many answers you and your prospective searchers are looking for when you search.

AI can’t:

1. Test things, software, scenarios, situations and experiences we as humans live
2. Share an opinion on any topic
3. Conduct a product review or unbox something for the first time
4. Interview humans and help them find the ideal job placement

Now we relate back to your specific industry.

AI needs inspiration and it gets its inspiration from HUMANS
If we stop generating content, we stop feeding the beast – or provide something to pull from

We as humans are never expecting things to stay the same – once they get stagnant we get bored.

When it comes to experience, expertise and trust you’ll find that without those key ingredients in your content, you’ll likely be producing ineffective, inaccurate and mundane copy.

What reader of yours is interested in that?

Danny Sullivan, Google’s Search Liaison on the topic of AI-generated content said, “content created primarily for search engine rankings, however it is done, is against our guidance.” But he added that “if content is helpful & created for people first, that’s not an issue.”

Here’s a good example: What is the average skill set required to become an entry level accountant… here’s that response:

I know your marketing agency copywriter, or anyone on your marketing team could likely look at that and figure, OK it’s a good place to start from.

So what can I get from Google?
the first featured snippet result from Betterteam.com, then I see People Also Ask

Which do you think is more helpful?

If you ask me, I like choices, so I’ll choose this Google result.

Is the ChatGPT version “best” most “helpful” content there is on that topic?

Probably not.

But is it a good place for your team to start from? Probably so.

I would not replace my copywriter over this.

I do see ChatGPT answering mundane questions like this. Giving you the answer immediately, rather than providing choices.

Why Experience Matters More

As I have done in this blog, and in any content I’ve ever written on the internet since forever ago, has always focussed on those experiences I have, that might help those searching for answers.

For example no AI can ever mimic my specific experience of building an enterprise SEO program from the ground up in a European country.

What happens when the Sr executive of that company asks why there’s such an enormous bounce rate to their flagship car?

What questions should you then ask that team to determine what strategically you should do next.

Then how should your SEO program coordinate with the other digital marketing activities they’re agency team is launching?

OR how do you educate the new team spread across 8 different countries on SEO practices within the organization?

And what are you actually doing to indoctrinate the company on SEO best practices across Europe?

All of that takes specific human experiences that only I’ve experienced.

No AI can come up with answers on the spot like that unless it pulls from my human experience.

When asked which is better, Conductor Searchlight or Brightedge (both are enterprise SEO management software programs), I would not have known, unless I tested these two.

I did, then shared my experiences with others and got their input.

That’s something other humans can learn from.

Each of those experiences involves processes, developed over time through experience.

For these reasons, I can see why the signals we send to Google… E.E.A.T and are even more important now than ever before.

 

Other Things AI Can’t Do For Your Business

Brand building is something only you and your team can do. You do that through a variety of ways, and none involve the use of AI. Unless, you want to ask ChatGPT to create a unique brand campaign for a recruiting company based in the Dallas, TX area.

AI can’t access a website and let us know whether or not it resonates with our prospective clients. It can’t actually tell us what it likes or does not like about the service we offer.

That is what makes us, as humans unique

In my opinion (this is NOT AI speaking) when it comes to blog content, the actual experiences we, as humans share with each other, will always remain.

Think about this…. The earliest known writing was invented there around 3400 B.C

We’re still writing, and our prospective clients, visitors, and searchers are still reading.
Even though, what do you think you’ll get…. hang on, here’s what I got..

So…. looks like I have to work with a brand professional to effectively create that brand strategy.

AI can’t generate brands, they do not build rapport, they do not build relationships with other human beings.

What’s Next?

Keep testing new technologies. I always do. Avoid putting your head in the sand, and never ignore anything that appears to come into your world that might look like it might completely eviscerate your entire business and career.

Likely, it will not.

Microwave ovens didn’t kill off the need to go out to a restaurant or rely on a qualified chef. A microwave oven is not the devil. Use it right and it’s a powerful ally in the kitchen.

Use any technology, whether its ChatGPT or any automation technology, or anything that helps our businesses grow but never rely on it to do all your work.

We, at The BCG never 100% rely on any technology to do our work for us. We leverage various tools and technologies to assist us. Then we leverage our own unique intelligence, years of experience, and common human sense to determine what our client’s need is and how best to fulfill it.

Make ChatGPT or any other AI as a powerful ally in your business – and remember, your client hired YOU, not ChatGPT.

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