The intersection of AI and SEO continues to send the digital marketing world into a frenzy, with many scrambling to adapt their content marketing strategies. Many question if they should utilize this tool in their SEO strategies, no doubt seeing the “obvious” benefits of cost reduction and time efficiency.
As Above the Bar’s Director of SEO, Steven J. Wilson has been at the forefront of researching and documenting how artificial intelligence impacts search rankings… And the answer may surprise you.
Steven’s observations were recently featured in Inc. magazine, warning against the over-reliance on AI for content creation. The full article can be found in Inc. magazine’s November 15, 2024 edition, where he appears alongside other industry leaders discussing Google’s latest core update and its implications.
Steven’s Key Contributions on AI Content
The article outlines one of Google’s many recent “Core Updates,” which many experts guess is yet another defensive wall Google is putting up to prevent AI-generated content from monopolizing search rankings. In fact, it’s going on the offensive by actually penalizing websites with AI-generated content.
Steven warns against the over-reliance on AI for content creation, stating, “There is a war on AI… the more AI content you have, the less likely that you’ll show up in search.” In his following comments, he provided insights into how businesses should adapt their content strategies. After all, when the opposing team changes up their tactics, you’ll need to adjust accordingly, and quickly!
- Prioritize Human Authorship: Human content is winning, hands down. AI can be a tool for specific tasks, but writing your website content yourself is better. Don’t let it trick you; AI uses patterns that Google can recognize.
- Focus on Conversational Tone: Be chill. Even if your brand voice leans more formal, being conversational is a green flag to Google. AI today still struggles to replicate the nuances of human conversation. There IS a way to balance a conversational style with your brand’s unique voice.
- Topic Clusters: Be consistent in showing Google that you’re an expert. Concentrate on creating high-quality content within your area of expertise. There’s a reason why the people putting in the most work are getting the best results. Choose those content writers wisely!
About Steven Wilson, Director of SEO
Steven J. Wilson is not just a sought-after contributor. With over 13 years of experience in SEO and consulting, his insights and knowledge in the space continue to guide successful law firms. He is a core part of Above The Bar’s SEO strategy and success, known for his patience, innovation, and collaboration.
His team describes him as always willing to teach others what he’s learned, with the ability to share his complex industry knowledge in a simple, easy-to-swallow way. Known for his collaborative mentality, Steven leads by example, and is always ready to step in and support his team, empowering those around him through active listening and shoulder-to-shoulder coaching. His leadership fosters creativity and encourages out-of-the-box ideas, helping the team stay competitive while maintaining a focus on both employee satisfaction and customer empathy.
Above The Bar Marketing Leverages SEO for Law Firms
Steven’s observations come at a crucial time as businesses navigate the balance between efficiency and authenticity in their content creation. Even so, the real secret sauce for law firm SEO and content marketing is exclusive to Above the Bar clients. And it’s the reason why Above the Bar was recently ranked No. 614 on the 2024 Inc. 5000 list for the fastest-growing companies in America.
If you’d like to learn more about how ATB can help your law firm adapt to this ever-changing AI landscape, contact us today.
