Using Generative AI for SEO

Chapter 4. Using AI to Scale Content Development

If you can work around the limitations, generative AI can bring substantial leverage to your content development efforts. The key is to learn how to include SME reviews at critical points during your content creation process.

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This philosophy will also serve you well in creating content for ranking in LLM tools such as ChatGPT, Copilot, Gemini, and Claude.

As a simple example, consider the process of drafting an outline for a new piece of content. Without AI, writing content from scratch is hard. The writer starts with a blank page, and it’s up to them to figure out what the piece should be about, what topics it should cover, and in what order. Even if an experienced SME is involved to help verify accuracy and relevance, there’s a chance that the writer may have overlooked all the topics that should be addressed in the new content.

With AI, it’s a different story. Think of generative AI as a brainstorming partner for non-SME writers that helps them come up with a broad range of topic ideas. It can surface relevant ideas for a new piece of content that the writer or even an SME may not have thought of. Even if the generative AI tool’s suggestions aren’t a great fit or are outright wrong, an SME should be able to recognize easily which ones are relevant or could be corrected. This will give writers a great start at completing the task in front of them, which offers significant benefits to the throughput of content creation and ...