SHOULD I USE AI TO BUILD MY COMPANY WEBSITE?
Using AI to build a website or auto-generate page content can be quick and cheap, but there are major pitfalls, especially for SEO (how well your site ranks on search engines like Google) and conversions (turning visitors into customers).
Here’s a simple breakdown of the biggest issues:
GENERIC CONTENT HURTS SEO
AI machines create broad, cookie-cutter text that doesn’t use the specific keywords your customers search for. This makes it harder for your site to rank high on Google, as search engines favor unique, targeted content. Google bots are looking for AI-generated content based on known patterns used by these tools.
Poor Keyword Use
AI is known to keyword stuff (overuse) or miss important keywords, creating content that feels unnatural or irrelevant. Google indexing robots recognize this right off the bat and deprioritizes it. This can lower your SEO rankings and make it tougher to get leads.
Inaccurate or Off-Topic Content
AI can produce text that’s wrong or doesn’t match your business, confusing visitors, or sending them red flags. For SEO, this hurts relevance, and for conversions, it erodes trust, making people less likely to buy or engage.
Unoptimized Page Structure
Pages should be built based on a predetermined keyword strategy after researching the high traffic keywords in a market. These tactics help determine proper headings and meta tags on each page in a site. Alternatively, AI generates pages without that crucial information resulting in “dings” against the site from a SEO perspective.
Lack of Emotional Appeal
When you see it and you recognize it immediately. AI content often feels flat and fails to connect with your audience’s needs or emotions. For conversions, this is a problem because people are more likely to act when they feel like you understand the pain points they are experiencing. People make purchases emotionally and justify it logically – both elements must be in your copywriting.
3 Keys to Success
To succeed in building a website that both ranks well and turns visitors into leads:
- Write carefully with your brand’s voice and personality.
- Write with strategic keywords, based on previously done market research
- Create persuasive elements that address your customer’s deep, personal concerns and pains
These tips will help you take the medal in both Google positioning and in building trust needed to win new customers.
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