Impact of AI content writing tools on the SEO industry

6 mins read

LAST UPDATED 7th June 2024

PUBLISHED 5th April 2023

AI content writer

The plethora of AI content writing tools is vast with today’s technological advancements. AI Content Writing is still in its infancy but given the brilliant minds behind it, there is unlimited potential.

Currently, AI content writing tools can be used to create an outline for a blog, generate alt text for images, and produce page titles and meta descriptions. It helps provide direction when there is writer’s block.

How exactly do AI content writing tools work?

AI content writing tools work based on the data collected from the internet and produce content based on pre-existing information. It is quite similar to the methods humans employ.

Often before commencing writing on a particular topic, the writer conducts some research by looking up past journal articles, expert interviews and other reliable sources. This is why the content produced by AI content writing tools sounds like it’s written by a human.

It’s a three steps process to generate content using AI tools:

  1. Firstly, the user needs to input the parameters. This can be a title, keywords, phrase or short description.
  2. Secondly, the AI will create the content based on the inputted data. The machine will predict the next word until the whole paragraph is finished. You can think of this as similar to the autocomplete feature you have on your phone.
  3. Thirdly, it will produce a unique output. This could be a blog post, an article, a product description or a landing page, to name a few. The AI content writing software analyses a given topic and then creates a series of relevant sentences. It then uses these sentences to create a paragraph or article that is specifically tailored to your target audience. And the great thing is that the AI software constantly learns and evolves, so it gets better and better over time.
AI content writing tools

How accurate are AI content writing tools?

As with any new technology, AI content writing tools can be misused to generate propaganda, fake news and disinformation. This is especially harmful at a time when trust in traditional media outlets is quickly eroding and fake news can take over the news cycle completely. If users input racist and harmful material into the AI content writing tool, it must immediately be flagged and the user must be banned from using the tool again.

Are regulatory bodies the right way forward?

There is an ongoing debate about establishing independent regulatory bodies to curb the spread of any disinformation. This body will develop key ethical practices for AI Content Writing companies to enforce. This helps the content that is generated to be of a higher standard and plagiarism free.

What do AI content writing tools mean for employee productivity?

AI content writing tools are not a replacement for human copywriters. They assist the writer in generating ideas and these ideas can be built upon further. Marketers can use AI writers as an assistant which will help save time and money. AI content writing tools are used by many companies for repetitive tasks. This allows employees to use their time efficiently.

How do AI content writing tools affect the quality of content?

The quality of content generated from AI content writing tools remains sub-par to that produced by human copywriters. The content generated by AI content tools provides a good starting point for human copywriters. They can develop detailed content based on the point provided by the AI content writing tools.

Do search engines rank AI-generated content?

Search engines like Google and Bing will rank AI-generated content.

Google has stated that it will reward high-quality original content that displays expertise, authoritativeness and trustworthiness i.e E-A-T. Google’s spam policy states that any automated content that violates or manipulates Google’s algorithm will be marked spam.

Danny Sulivan, the public liaison from Google has stated:

“It is not against Google’s guidelines to create AI-generated content as long as the output generated is not just for search engines but for humans.”

AI content generator

What is Bard?

Google recently launched a chatbot called Bard. It is a chatbot-type artificial intelligence language model. Google Bard runs on AI. In this case, the AI used is based on Google’s LaMDA technology. LaMDA, or Language Model for Dialogue Applications, operates by gathering information from the internet and generating answers to inputted queries which mimic human speech. This means Google Bard can produce essays, poems, scripts and jokes alongside more complicated code or equations.

Google Bard AI operates in a pretty similar way to other conversational chatbots like Chat GPT. However, it is optimised to work with Google’s search engine, which will make for some exciting features. Bard AI will apparently be used to provide answers to queries inputted into Google’s search bar.

These will be positioned above the actual pages in search results, meaning users will not have to trawl through sites. This will make finding the answer to questions online even easier. At the moment, Google has given access to Bard to only a few trusted members whilst it is still in its testing phase.

More AI content writing tools to try

If you are looking for a writing tool that helps generate titles, meta descriptions, social media copy, email newsletters content, and blog content. There is a free version of the tool too that will help you try it before you purchase.

Powered by GPT-3 technology, Jasper can help you write clean copy for long-form blog content. Jasper also offers many copywriting templates in different languages and optimised for SEO. Although the tool is quite costly the possibilities it provides are endless.


This is an AI content writing platform built specifically for business. It offers a unique ability to custom-train the language model with the company’s data and guidelines. This results in content that is consistent with the brand and tone of voice of the company. It also provides custom templates for email newsletters content, blog posts, social media content and sales ad copy.


Google’s CEO Sundar Pichai said: “AI can be helpful in these moments, synthesising insights for questions where there’s no one right answer. Soon, you’ll see AI-powered features in Search that distil complex information and multiple perspectives into easy-to-digest formats, so you can quickly understand the big picture and learn more from the web: whether that’s seeking out additional perspectives, like blogs from people who play both piano and guitar, or going deeper on a related topic, like steps to get started as a beginner. These new AI features will begin rolling out on Google Search soon”.

In 2023, the global content writing industry is valued at 72 billion dollars. It is projected to grow to 107 billion by 2026. AI content writing tools have a long way to go before they steal any jobs from content writers. They are merely a tool that helps us to go down the right path efficiently for now. Nick Duncan, the founder of Contentbot said “it is up to us, humans to ensure the next stage in writing evolution is safely and responsibly undertaken”.

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