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I'm Caitlin Christensen, the founder of Creative SEO Coach, with over 8 years of experience in SEO and digital marketing. I specialise in SEO for Showit websites offering SEO Services and courses. 

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How Generative AI is Transforming Digital Marketing [2023]


By Caitlin Christensen

77% of people are concerned that AI will cause job loss in the next year according to Forbes.com.

I recently attended an enlightening webinar on ‘Generative AI for Digital Marketers: The Tech’s Impact on Business Growth.’ to hear what industry experts in AI had to say.

In this blog post, we’ll explore how Generative AI is revolutionizing digital marketing, what the future holds, and how you can adapt to stay ahead of the curve.

So, let’s get started!

Takeaways from Generative AI for Digital Marketers Webinar

What is Generative AI?

Before we get into the nitty-gritty, let’s talk about what Generative AI actually is.

In simple terms, Generative AI is a type of artificial intelligence that can create new content, whether it’s text, images, or even music.

Unlike traditional AI, which is designed to analyze and interpret data, Generative AI takes it a step further by producing original material.

It’s like having a creative assistant who can help you with everything from writing blog posts to designing graphics. Such as ChatGPT, Bard, Dalle-E, Midjourney. 

ChatGPT 1

How will Generative AI impact search and digital Marketing?

The role of Generative AI in Google’s search experience is becoming increasingly prominent, especially in the Search Engine Results Pages (SERPs).

To stay ahead, it’s crucial to create web pages that offer unique and valuable experiences that AI can’t easily replicate.

An example, writing an all-text blog is easy for AI to replicate however writing a blog post with interactive elements, detailed how-to guides, screenshots, charts, and GIFs will be more challenging for AI to mimic and will enhance the user experience.

👉 In short, Provide as much value in your content to stay ahead of AI.

What Will AI Look Like in the Next 5 Years?

The perception of AI has evolved significantly in the last 6 months.

When ChatGPT first launched, there were fears about AI taking over jobs and, even worse, leading to a dystopian future like in ‘Terminator.’ However, the focus has now shifted to its potential for enhancing productivity.

However, it’s important to note that human input remains crucial for these technologies to function effectively.

As these AI technologies continue to advance, we can expect to see significant improvements across various sectors.

Jobs that were once labor-intensive may become easier, thanks to automation, while some roles may be entirely replaced by AI.

Yet, the human element—such as creativity, emotional intelligence, and ethical decision-making—will still be indispensable.

👉 In short, leverage AI to make your operations more efficient.

What should be the Balance of human and AI-generated content?

AI should be used like a free intern with unlimited hours.

While it can handle many tasks, it needs supervision. 

👉 In short, always add a human touch to the content generated by AI.

What Should Businesses Consider When Adopting AI Tools?

On one end of the spectrum, companies that are not using AI in their business are making a mistake.

On the other end, companies that place full trust in AI—such as publishing AI-generated content without review or letting AI make all their decisions—are also making a huge mistake.

The middle is where you want to be.

Use AI to enhance the user experience, not just to climb the SERP rankings.

Overloading your site with AI-generated content can be counterproductive.

Also, consider what you are sharing with AI, don’t share anything confidential.

As a rule, imagine that when you hit send it says ‘tweet’ and you are posting it on X.com and sharing it with the world.

👉 In short, find the middle ground in using AI—neither avoid it entirely nor trust it blindly.

How Can a Brand Maintain a Unique Voice While Leveraging AI?

SEO is increasingly aligning with good business practices.

Google recommends focusing on Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) when creating content.

These principles are not just for pleasing search engines; they’re essential for connecting with human audiences too.

For more information about how to implement E-E-A-T in your content and website. Check out our article ‘What is EEAT in SEO’

👉 In short, to maintain a unique brand voice while using AI, focus on the E-E-A-T principles

How Can Marketing Leverage AI Tools for Business Growth?

Use AI that is integrated into platforms like Google Ads, which offers features to optimize targeting and bidding.

Utilize tools like Midjourney or Microsoft Designer to create images at scale.

Take advantage of advanced data analytics features in ChatGPT to analyze data for better decision-making.

You can also ask ChatGPT to emulate your ideal customer persona and provide feedback.

To learn how to use AI to help create content check out our article on ‘Is Ai Generated Content going to hurt my SEO?’

👉 In short, leverage the AI capabilities in platforms.

What to Look for When Using AI for Content Creation?

Test multiple products to find what best suits your business.

Be sceptical of tools that make grandiose claims and focus on those that integrate well with your existing workflow.

👉 In short, when choosing AI tools for content creation, don’t just go for the flashiest claims. Test various products and opt for those that seamlessly fit into your existing workflow.

How to Measure SEO Value in a Chatbot Search Engine?

The metrics for measuring SEO in a chatbot-based search engine could be similar to traditional SEO—tracking visits and impressions.

With the advent of AI-generated snippets, it’s like entering an era of “SEO 2.0,” where both the snippet and the underlying search results matter.

👉 In short, SEO is more critical now than ever, as search engines are increasingly scraping their own content.

To listen to the webinar ‘Generative AI for Digital Marketers: The Tech’s Impact on Business Growth’ yourself you can find it here.

Webinar hero

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Showit SEO Coach

Author: Caitlin Christensen

Caitlin Christensen is an expert in digital marketing and search engine optimization (SEO). Owner of Creative SEO Coach. She specializes in optimizing websites built on popular web building platforms Showit and WordPress. With over 8 years of experience in the industry, Caitlin has helped countless small businesses and organizations improve their organic visibility on search engines.