While AI can help brands and marketers become more efficient and productive and get things done faster, it's not perfect and has some drawbacks.
With the rise of AI and its introduction into SEO workflows, processes, and tools, SEO professionals must take an ethical approach to artificial intelligence.
What exactly does an ethical approach to AI mean?
An ethical approach includes using AI technologies transparently, fairly, and responsibly, while respecting user privacy and ensuring the accuracy and integrity of information.
The use of AI can be imperfect and full of inaccurate, biased, and ambiguous information, creating many problems for agencies and marketers who rely on AI to create content. Everyone knows that.
With the March core update, sites with unedited, unoriginal, or helpful AI content lost a significant portion of their organic traffic.
Here are some ways to use AI to become more ethical.
Be transparent and disclose information
Do not use generative AI to create content for publication. If you use generative AI as part of your process, you need to be completely transparent with the brands you work with about how you use AI in your SEO practices.
Maintain accuracy and completeness
When using AI, you need a human-driven approach to creating long-form content. While content creation should always be done by humans, AI can help brainstorm, organize, paraphrase, transcribe, and rework content. In either case, you should check the originality of your output using Copyscape or your tool of choice.
Additionally, the information must be reliable and accurate. With HCU included in his March Core Update, it's more important than ever to focus on user-first content rather than content that is useless, useful, or doesn't meet end-user intent. I am.
Be original and useful
Google is focused on great users and human-first content experiences, so you shouldn't rely on AI content due to insufficient training data and lack of uniqueness. For example, AI is great at compiling a list of notes from people with first-hand experience and organizing them into a cohesive article, but even with fact-checking, it's hard to generate lists and facts. I can not do it.
Comply with search engine guidelines
It is essential to follow search engine guidelines and ethical standards.
AI should not be used for activities such as keyword stuffing, cloaking, or creating doorway pages. Instead, they should support the creation of high-quality, useful content.
Google AI Principles – See Google AI.
promote positive influence
Using AI ethically in SEO also means considering the wider impact on society. This includes promoting reliable and useful content that positively contributes to the knowledge and well-being of our users.
Develop safely and respect your privacy
If you build your own tools or platforms using AI, make sure you have strong security protocols and practices in place to ensure it does no harm.
Always evaluate your technology to ensure it is secure before deploying it in production. Please continue to monitor it after it is released to the public.
LLMs are not safe. You may need to obtain legal advice before implementing certain types of AI, such as generative AI, in processes that involve user/customer information. Sometimes updating your privacy policy isn't enough.
Never put proprietary or confidential information into a generative AI chatbot like ChatGPT. Most LLMs save all user input and that information can be used to generate responses for other users.
Respect for intellectual property and originality
One of the biggest issues with AI is intellectual property (IP). If I create content using ChatGPT, who owns that content?
If your AI recommends content, you need to make sure it's original and not pulled from elsewhere. This can be a problem because some AI platforms don't list the information source unless you specify a chatbot.
ChatGPT lets you know where a content source is coming from by listing it in a prompt. For example, I asked ChatGPT to write a 750-word blog post about the best things to do in New York and a list of sources. And it happened.
If you are getting information from ChatGPT, you must credit the source and ensure that you are not copying someone else's content. Also, setting clear rules for using AI in content creation can help avoid legal issues and ensure fairness and honesty.
When I checked the content created with ChatGPT, it seems that it is full of similar sentences according to Copyscape.
Copyscape screenshot, April 2024
Note: Please note that asking LLM to cite a source does not guarantee that you are citing the correct content or that the content is original. The best and safest way to avoid accidental plagiarism is to have humans research and write your content.
Google doesn't value artificial and unoriginal content
With the rapid growth of AI-based tools entering the market and AI being integrated into many platforms and used for everyday SEO tasks, to ensure the use of AI in SEO; Adhering to ethical AI principles is critical. Support a fair, unbiased, and user-focused search ecosystem.
Google always focuses on high-quality, original content that provides value to end users, rather than content that is completely artificial, offers no value, lacks credibility, is thin, duplicated, or unoriginal. We have been focusing on
To compete in today's competitive and ever-changing SERPs, it's more important than ever to focus on improving your EET. Because this is a quality signal to Google and the end user that you are an expert and authority in your field.
We highly recommend having thought leaders and experts in your field create content and showcase their expertise on your site.
Additionally, it's important to focus on user experience, making sure your site loads quickly, is easy to navigate, and helps users find exactly what they came to your site for.
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