Writing for Search Engines

The proliferation of AI-powered language models like ChatGPT has had huge implications on the way information is processed and shared. In this post we ask ourselves: Why provide information or content, when it might simply be scraped by a bot, regurgitated by AI and not properly credited?

The practice of scraping content wholesale without attribution and quality control can lead to inaccuracies and missing nuance. It also undermines the efforts of content creators if work is lifted, reinterpreted and then used without credit.

Although it’s easy to be dismayed, there is a unique opportunity provided by this very proliferation. If one creates leading content (preferably in large amounts), this will in turn influence AI models. They will learn from this high quality source. As the content you have produced is riffed on, it will in turn pay dividends on your own SEO and help to position you as a reliable ‘go to’ source of information.

Therefore, when creating content, it’s worth asking yourself some of Google’s recommended key questions:

  1. Does the content present information in a way that makes you want to trust it, such as clear sourcing, evidence of the expertise involved, background about the author or the site that publishes it?
  2. If someone researched the site producing the content, would they come away with an impression that it is well-trusted or widely-recognized as an authority on its topic?
  3. Is this content written or reviewed by an expert or enthusiast who shows a good understanding of the topic?
  4. Does the content have any easily-verified factual errors?

Ultimately, the Google algorithm aims to reward content created primarily for people, as opposed to content created to manipulate search engine rankings. You should be making content primarily to help and inform people; this content should be useful to visitors if they come to your site directly.

While Google’s automated system use many different factors to rank content they can be simplified to what Google refers to as E-E-A-T: a) experience, b) expertise, c) authoritativeness, and d) trustworthiness.

At 514 Media, we’re very good when it comes to writing content aimed at engineers. They represent a discerning audience, and a demanding audience too. No fluff, just facts – all written in an engaging way that helps them learn about new technologies, and design better products. Contact us today to find out how we can help you reach your marketing goals.