We recently wrote about ChatGPT and whether you should use it for senior living marketing. The short answer: Don’t use it to replace your process for creating digital content, like blog posts, white papers, and guides. ChatGPT has trouble producing quality long-form content—it can lose its train of thought, and you can’t rely on it to provide accurate information or for the content to be original.
But even if those issues get resolved, there’s another reason why you shouldn’t rely on ChatGPT to create your digital content: It could end up hurting you in search.
And that brings us to today’s topic: ChatGPT and SEO for senior living.
Below, we’re going to discuss the following:
- The effect AI-generated content can have on search engine optimization (SEO)
- Whether AI-generated content can ever be considered “original, high-quality content”
- How to make sure any AI-generated content you do use doesn’t sound like AI
Let’s get to it!
What effect does AI-generated content have on search engine optimization (SEO)?
Google rewards “original, high-quality content.” And it doesn’t like it if you do things to your content to manipulate rankings. (This isn’t new; think back to the days of keyword stuffing.)
So, what’s Google’s take on whether you should use AI-generated content?
Google says, “If you see AI as an essential way to help you produce content that is helpful and original, it might be useful to consider. If you see AI as an inexpensive, easy way to game search engine rankings, then no.”
This, of course, leads to a natural question:
Can AI-generated content ever be considered original and high-quality?
ChatGPT generates conversational content that’s grammatically correct. But it’s content that you could find anywhere, and there are even valid concerns about plagiarism. (Not to mention, its “voice” is somewhat vanilla and often wooden.)
For example, asking it to write a blog post about the Veterans Aid & Attendance benefit will produce grammatically correct, conversational content that may or may not be accurate… (Another issue with ChatGPT is that it’s only been trained on data through 2021.)
But this blog post won’t include anything highly original, like the story about Bob, who was so grateful for the lunch-and-learn session you held about the benefit or how he uses it to pay for his apartment in your community.
A story like that can elevate a piece of generic content you could find anywhere to something special that resonates with readers.
ChatGPT can’t create this unique content since it won’t know the people in your community, their stories, or tactile things like the colors, the smells, and the feeling you get when you sit out on your community’s patio sipping wine.
You need a human to capture those things. And that’s unlikely to change any time soon.
How would Google (or anyone else) know if you’re using AI-generated content?
The rise of AI chatbots has led to the rise of AI detectors. Open AI (the creator of ChatGPT) has also released its own AI-text classifier. You paste a portion of the text into the tool, and it determines whether AI or a human being generated the text.
If you use ChatGPT to support or supplement (not replace) your content marketing efforts, you’ll want to thoroughly revise any content it creates to sound like your brand, not AI. To do this, run your content through the AI detector. Keep revising the content until the AI detector says your copy is unlikely or very unlikely AI-generated.
Sounds like a lot of extra work, right?
This is for you to decide. Is ChatGPT, in its present state, more of a novelty? Or can it help your senior living marketing team speed up content creation for your community?
Going back to our Veterans Aid & Attendance benefit . . . if ChatGPT creates the initial blog post and you pass it off to a writer to rewrite with real-life examples and with your brand voice in mind, are you saving any time or money?
The answer will likely vary, depending on the writer. Some writers are much faster at producing content from scratch than rewriting someone else’s content, like ChatGPT’s.
Successful SEO for senior living doesn’t cut corners.
Listen, we get ChatGPT’s allure. It would be fantastic if we could rely on AI to create highly original, helpful content that converts site visitors into leads and leads into move-ins. But the technology isn’t there yet—and it might never be.
There’s no substitute for the human touch when it comes to successful SEO for senior living. Reach out if you’d like help from a marketing firm that knows how to do it right.