Was this article written by a professional B2B marketing consultant or by a machine? Perhaps the more pertinent question is: does it matter?
Can you tell the difference? Do you care, and will you keep reading?
Everyone is looking for ways to maximise their B2B marketing SEO efforts. As B2B companies look ahead to the future of B2B marketing in 2023 and beyond, emerging technologies could have an impact.
The most significant are ChatGPT and Artificial Intelligence (AI) tools.
ChatGPT and other AI tools are becoming increasingly popular and can help you get the most out of your SEO (Search Engine Optimisation) campaigns. ChatGPT is a natural language processing (NLP) system designed to help marketers quickly create engaging content.
An easily accessible iteration of OpenAI’s GPT-3 text generation tool, ChatGPT has seen widespread media coverage from universities deciding how to determine if it has been used to write a student essay, to music artists criticising its creative outputs.
ChatGPT and AI Tools for B2B SEO
First, ChatGPT can help you create content quickly and accurately that is more relevant to your target audience.
Why is it more accurate and relevant? Because it uses what is already published on the internet plus the ranking and results from search engines to create its content for you.
This can help you rank higher in search engine results and get more organic traffic to your website because machine learning is much faster and better at reviewing the thousands of articles and content that already exist on your topic. Plus, they’re not biased: they will use the most successful articles first.
Additionally, AI tools can help you analyse data and identify trends that can help you optimise your SEO campaigns. This can help you get better results from your SEO efforts and improve your ROI.
How ChatGPT and AI Can Help with B2B SEO
For B2B SEO keyword research
AI tools can help you with keyword research. They can analyse data and identify trends to help you optimise your SEO campaigns. AI tools can also help you identify the most relevant keywords for your target audience, create more engaging content, and help you rank higher in search engine results.
For engaging content creation
AI tools can also help your B2B content marketing efforts to create more relevant content for your target audience. They can analyse data and identify trends to help you optimise your SEO campaigns. AI tools can also help you create content that is more engaging and can help you rank higher in search engine results.
For engagement: Expertise, Authoritativeness, and Trustworthiness (E-A-T)
AI tools can also help you optimise your content for Expertise, Authoritativeness, and Trustworthiness (E-A-T). They can analyse data and identify trends that can help you optimise your SEO campaigns. AI tools can also help you create content that is more engaging and can help you rank higher in search engine results.
For optimising keywords
AI tools can analyse data and identify trends to help you optimise your SEO campaigns and keywords. AI tools can help you identify the most relevant keywords for your target audience, create more engaging content, and help you rank higher in search engine results.
For generating content ideas
AI tools can be used to generate content ideas so that you consistently deliver content that is more engaging and interesting for your audience.
For optimising content for featured snippets
AI tools can be used to help optimise your content for featured snippets. They can analyse data and identify trends to help you optimise your SEO campaigns. You can use AI tools to ensure that your content is optimised for featured snippets to ensure your business is ranking in the top search engine results.
How AI Tools Can Help with B2B SEO
AI tools can be an excellent asset for B2B SEO. They can help you create more relevant content for your target audience, optimise keywords, generate content ideas, optimise content for featured snippets, and optimise content for E-A-T. Using AI tools, you can ensure that your content is SEO-optimised for optimium performance on the SERPs.
The problems with AI tools in B2B SEO
Although AI tools can be an excellent asset for B2B SEO, there are some potential problems that you should be aware of.
Firstly, AI tools can be expensive and require considerable technical knowledge. If you’re investing effort into content marketing, getting AI to write your content might not be the silver bullet you’re looking for.
There are many stories about how you can use AI to write a detailed and accurate article in the tone of your favourite author or blogger in seconds. But the reality is that it takes time to research the keywords, the content, and the structure of any content. In addition, the content will also require your input and review. If the content is generated differently than you aimed, you may have to start again or edit and rewrite what’s been written.
AI-Generated Content Alone Is a Bad Idea
AI-generated content can be inaccurate, misleading, and contain poor grammar and syntax. The old saying: garbage in, garbage out is relevant here. It’s important to remember that if you input incorrect information, the output will also be inaccurate. You can’t just set it and forget it, as many people think.
Secondly, AI content is created using algorithms, so it can sometimes produce content that is not relevant or useful to your readers or, worse, inappropriate. It also can’t take into account nuances or cultural considerations, so it’s essential to be aware of this when creating content.
Finally, AI content can lack creativity, emotion, and personality, which makes it challenging to engage your readers. Many people think that AI content is the future of content marketing and that they will never have to hire a writer again, but this isn’t the case. You still need to be aware of the limitations of AI content and ensure that you are creating content that is engaging and relevant to your readers.
Google is already ahead of you
Access to Generative AI technology is not enough to fool or influence Google’s search algorithm, which is forever being optimised. Google already has a range of tools that offer similar services to ChatGPT’s OpenAI.
Access to Generative AI technology is not a competitive advantage against an AI behemoth like Google. If universities are learning to tell if an essay is written by AI tools, Google probably has many more ways to measure if a human or a machine writes your content.
Are there any problems with ChatGPT for B2B SEO?
Google’s entire business model is based on providing relevant and accurate answers to search queries. Over the last +20 years, it has been continually optimising and fixing nuances in its algorithm to give better results.
So, when it finds a problem, it corrects itself. It has to.
Keyword-stuffing, hidden text or links and cloaking are all examples of search engine optimisation techniques that worked for a while. Then Google learnt about them, and overnight that technique was penalised, page rankings were updated, and high-traffic pages or sites disappeared completely.
Do you want to risk publishing content written by AI tools only for that page or your entire site to be blacklisted by an update to Google’s algorithm in an instant?
How The Lead Agency use AI tools to help B2B SEO strategies
If content creation is so important for online visibility, how can you use AI for content creation?
AI can assist in several ways. It can help you research topics, generate ideas, and get started on your content. If you’ve ever had brain fog—you’ve been trying to create articles, and you’re just so tired because you’ve just been writing and writing, and you don’t know how to start—this is a great tool to use to help you get going.
It can also help through suggesting relevant keywords and insights into content performance as well as to identify the format of content you should use, such as blogs, videos, or infographics. This can help you cut down research time to make better decisions and filter through all that noise – because there’s so much noise out there.
What are the best practices for creating SEO-friendly content for B2B marketing?
Creating SEO-friendly content for B2B marketing can be challenging, but a few best practices can help you get the most out of your content.
First, it’s important to understand your target audience and the keywords they use to search for your products and services. Once you have identified the most relevant keywords, you can naturally incorporate them into your content. This will help your content rank higher in search engine results and make it easier for your target audience to find it.
Second, you should create content that is relevant to your target audience. You can focus on topics that interest them and provide helpful information that they can use. You should also make sure to include visuals, such as images, videos, and infographics, to make your content more engaging.
Finally, you should optimise your content for social media. Share content on social media platforms and encourage your followers to share it with their networks. You should also include social media sharing buttons on your website to make it easy for visitors to share your content.
By following these best practices, you can create SEO-friendly content to help you reach your target audience and increase your visibility in search engine results.
How to use AI tools effectively in your B2B content marketing
- Do your keyword research. It’s essential to understand the intent behind the terms you’re working with and what content you should create. Don’t just rely on AI – use your B2B SEO tools and keyword research tools, and then go to the search results themselves to see what’s happening.
- ChatGPT is a powerful tool, and you can ask it some exciting questions. For instance, you can ask it to tell you about a specific topic and provide references. This can save you time on research, as you can then read the articles it offers and summarise them in your content. Just make sure you cite the articles you use.
- AI can also be used to create briefs. Once you understand the intent and content, you can use AI to help you build a brief. It can also help you develop drafts, but don’t ask it to write the entire article for you – you’ll get poor results.
- Once you have your draft, it’s time to do human editing and auditing. You need to add your own voice, verify the information is correct, and cite references if you use information from other sources. Plagiarism is not acceptable and can happen when using AI.
- Finally, make sure you follow SEO best practices before you publish. Check your title tags and meta descriptions, use the right content structure and internal links, and add schema markup where appropriate.
So, what’s the answer?
We have used AI tools for research, target-audience development and content creation for over five years. Although, I don’t want to say much more if Google is smart enough to read this and act accordingly.
It has a place; it can be used to speed up your content, accuracy and research. But it’s about the strategy, especially for B2B-specific SEO.
Much like a million Boomers posting a million videos will eventually achieve a trending video on TikTok, having the tool is little help without the strategy, planning and experience behind it. Whether you choose to use ChatGPT, Open AI or any other AI content creation tools being built, you must start with how it can help achieve your B2B marketing strategies.
If you’re interested in building a strong B2B marketing strategy or this article has brought up any questions, get in touch with the Lead Agency. We’re experts in B2B marketing, offering a range of services including B2B branding, lead generation, and B2B marketing strategy.