It’s fair to say that the advertising and SEO space has shifted a fair amount in the last couple of years. AI development has made content generation easier than ever, while the amount of content to sift through has exponentially increased. Many businesses are now wondering if building a consistent presence on the web even requires the use of professionals to achieve now there are so many options for putting your voice out there.
The truth is that while these developments are worth keeping an eye on, you shouldn’t necessarily shift your entire strategy just yet. Here are some essential necessities to keep in mind:
Ultimately, Google Sells Ads Thanks To Well-Indexed Searches
Google makes money by connecting people with relevant information, which means their entire business model depends on understanding what users actually want and not solely living by the Google AI summary. When businesses create content that genuinely answers questions or solves problems, they’re more likely to show up in searches that matter and not just be snippets for the benefit of google, because they understand what side their bread is buttered on, so to speak.
A worthwhile Google ads agency understands this fundamental principle too, because they know it’s not about flooding the internet with content, but creating material that has real substance.
Links & Content Still Matter
Connections matter. Just like people network in professional settings, websites build credibility through meaningful links and that is unlikely to change, because how is a website’s authority better defined than by how many people are willing to refer to it? A link from a respected site could be considered a vote of confidence then. Content that provides genuine insight will always have more staying power than something generated purely to tick algorithmic boxes.
AI Isn’t Boundlessly Creative & Can Be Fairly Obvious To Spot (So Far)
AI can produce text quickly, but it struggles with true originality. There’s a certain mechanical quality to machine-generated content, at least so far, which means it hits the right notes but misses the little asides that a human will be able to pick up. Readers who spend time online can often sense when something lacks a human touch, especially those who read a fair amount of content or have real insight into a particular discipline. An expert violinist is going to know when a luthier doesn’t sound like they know how to create a violin but are speaking in broad strokes. Your creativity still matters.
Customers Increasingly Value Authenticity
AI is exciting in many ways but customers have often reacted to it with a need for more authenticity and not less. They want real voices, and genuine experiences, which is fair if they’re paying real money too. A slightly imperfect piece that sounds like a human wrote it will often outperform something that looks machine-polished but feels empty, not just in search ranking bots but in the most important way – what people actually think and take away from your efforts. That’s still valuable, especially in an age where social media seems to be less appealing to the youth of today.
With this advice, we hope you can more easily feel secure in your approach while never being blind to the influence of emerging tech.
