Former SEO Chief at Yoast, Jono Alderson, recently discussed the potential downside of overusing SEO checklists in content marketing, a phenomenon he refers to as ‘word salad.’ While keywords and backlinks are certainly essential elements of optimization, Alderson argues that they should not replace high-quality content.
He warns that an over-reliance on these checklists can stifle creativity, resulting in bland, cookie-cutter articles that provide little value to the reader. His solution? A balanced approach that marries SEO optimization and engaging, informative content – a holistic content strategy.
Interestingly, Alderson sees the impact of Artificial Intelligence (AI) on content creation as a double-edged sword. It can be beneficial but can also exacerbate the ‘word salad’ issue, as it often regurgitates existing content – including incoherent text. He advocates for refining AI training data and frequently monitoring its outputs to combat these issues.
What’s more, Alderson believes that the focus of search engines has shifted.
Striking a balance: SEO and quality content
They are now more intent on offering users solutions rather than just a list of search results. He sees this as an opportunity to leverage AI to create content that is not just vast but valuable, addressing the genuine needs of users.
Amid uncertainties about the future of content marketing, Alderson stresses the lasting value of authentic writing. He acknowledges the benefits of AI but warns against over-dependence on these tools. He posits that it’s important to maintain a balance to uphold the quality of the content and connect with audiences through authentic, relatable narratives.
As echoed by marketing expert Ann Handley, AI tools like ChatGPT can enhance writing efficiency, but they should never replace the authenticity and creativity of human writers. Handley promotes a traditional approach to writing, using AI as a supportive tool rather than a substitution. After all, it’s the personal perspective in content creation that truly resonates with readers.
