Ethical Implementation of AI in SEO

AI can assist brands and marketers in being more efficient and productive, allowing them to complete tasks more quickly. However, it is important to note that AI is not flawless and does have its limitations.

As AI becomes more prevalent in SEO workflows, processes, and tools, it is crucial for SEO professionals to approach the use of artificial intelligence ethically.

An ethical approach to AI means using AI technologies transparently, fairly, and responsibly. This involves respecting user privacy and ensuring the accuracy and integrity of information.

We all know that using AI can have its flaws, such as providing inaccurate or biased information. This can create challenges for agencies and marketers who depend on AI to generate content.

The recent March core update had a significant impact on websites that used unedited, unoriginal, or unhelpful AI-generated content, resulting in a loss of organic traffic.

Here are some ways we can use AI to be more ethical.

Be Transparent And Provide Disclosure

Be Transparent About Your Use of Generative AI

It is important not to rely on generative AI for creating content to publish. If you do choose to use generative AI at any stage of your process, make sure to be completely open and honest with the brands you collaborate with. Let them know how you incorporate AI into your SEO strategies to maintain accuracy and integrity.

When using AI for writing long-form content, it is important to maintain a human-led approach. Humans should be responsible for the content creation process, while AI can assist with brainstorming, organizing, rewording, transcription, and content revisions. It is crucial to ensure that the outputs are original by using tools like Copyscape for verification.

Moreover, it is essential for the information provided to be reliable and accurate. With the incorporation of the HCU in the March core update, the focus should be on creating people-first content that is helpful, valuable, and meets the user's intent, rather than producing content that lacks usefulness or satisfaction.

Embrace Originality and Value

When creating content, it's important to prioritize originality and usefulness. While AI can be helpful in organizing information from various sources, it may lack the creativity and authenticity that comes from human input. It's best to use AI as a tool to enhance content rather than relying on it completely for generating ideas and facts.

Follow Compliance With Search Engine Guidelines

It’s imperative that we follow search engine guidelines and ethical standards.

AI should be used to create high-quality and useful content, not for practices like keyword stuffing, cloaking, or creating doorway pages. Check out Google AI Principles for more information.

Promote Positive Impact

Using AI ethically in SEO involves thinking about how it affects society as a whole. It's important to share reliable and helpful content that adds value to users' lives.

Develop Safely & Respect Privacy

If you build your own tools and platforms with AI, ensure you have strong security protocols and practices to prevent causing any harm.

Before launching your technologies into the production environment, always make sure to assess their safety and security. It is important to continue monitoring them even after they are released to the general public.

When it comes to LLMs, they are not considered secure. Legal advice may be necessary before implementing certain types of AI, such as generative AI, in processes that involve user or customer information. Simply updating a privacy policy may not be sufficient.

Never share private or sensitive information with a generative AI chatbot such as ChatGPT. Most large language models (LLMs) store all user inputs, which could potentially be used to create responses for other users.

Respect Intellectual Property & Originality

One of the main concerns with AI is intellectual property (IP). If I generate content with ChatGPT, who has the rights to it?

It is crucial to guarantee that when AI suggests content, it is unique and not copied from elsewhere. This can pose a challenge as certain AI systems do not disclose the origins of the information unless instructed to do so.

ChatGPT can provide information on the sources of content if you mention them in your request. For instance, I requested ChatGPT to write a 750-word blog post about the best activities in New York and specify the sources, and it delivered.

listing top sightseeing spots in new york city with descriptions, hyperlinks, and a dialog box

When using information from ChatGPT, it's important to give credit to the source and make sure you're not plagiarizing. Setting clear guidelines for using AI in creating content can help prevent legal issues and ensure transparency and integrity.

I checked the content that I created in ChatGPT, and according to Copyscape, it is full of similar text.

Screenshot of a web search page displaying results for historic public parks in new york city. the results highlight multiple links and brief summaries about parks like the high line and hamilton park.

Screenshot from Copyscape, April 2024

When asking LLMs to cite sources, it does not always ensure that the content being cited is correct or original. The most reliable way to prevent accidental plagiarism is to have humans conduct the research and write the content.

Google Values Original and Authentic Content

As AI tools become more prevalent in the market and are integrated into various platforms for SEO tasks, it is crucial for us to follow ethical AI guidelines. This ensures that the use of AI in SEO contributes to a search ecosystem that is fair, inclusive, and prioritizes the needs of users.

Google prioritizes quality and original content that provides value to users. It's important to avoid artificial, low-value, untrustworthy, duplicate, and unoriginal content.

Improving E-A-T (Expertise, Authoritativeness, Trustworthiness) is crucial in today's competitive search engine results pages. This quality signal demonstrates to Google and users that you are an expert and authority in your specific field or industry.

Having thought leaders and experts in your niche create your content is a great idea. They can showcase their expertise on your site, which can help build credibility and attract more visitors.

Another important aspect to consider is user experience. Your site should load quickly, be easy to navigate, and help users find what they are looking for. This will make their visit more pleasant and increase the chances of them returning in the future.

More resources: 

Navigating The Intersections Of Technology And Human Interaction In AI, User Experience, And SEO

What Is Quality Data And How It Connects Search, Content, And AI Success

Leveraging Generative AI Tools For SEO

Featured Image: aniqpixel/Shutterstock

Editor's P/S:

The article effectively highlights the ethical implications of AI usage in SEO, emphasizing transparency, originality, and compliance with search engine guidelines. By adhering to these principles, SEO professionals can leverage AI to enhance their workflows while maintaining integrity and respecting user privacy.

However, it's crucial to recognize the limitations and potential biases of AI. The recent Google core update penalizing unoriginal AI-generated content serves as a reminder that AI should not replace human creativity and authenticity. It's imperative to use AI responsibly, ensuring accuracy and originality through human oversight and verification. Additionally, it's essential to address privacy concerns, particularly with LLMs, by establishing clear boundaries and implementing robust security measures. By embracing an ethical approach to AI in SEO, we can foster a transparent and equitable search ecosystem that prioritizes the user experience and promotes valuable content.