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Can you use AI-generated content without hurting your page rankings?

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Can you use AI-generated content without hurting your page rankings?

Last week Google announced it was changing its algorithm to rank content “by people, for people” higher than content written around SEO. But what about content written by machines for people? Has AI-generated content gotten to the point where it won’t hurt page rankings?

Google says what it calls “automatically generated content” is SPAM and a violation of its guidelines. This long-standing rule, written at a time when AI wasn’t as sophisticated, was primarily concerned with attempts to game search rankings. Since then, in informal discussions, officials at the company have indicated that they’re more interested in the quality of content than in who or what created it.

“I think Google is going to get it right,” says Nick Duncan, founder and developer of Contentbot.AI, an AI assistant for content creation. “And I hope that they do because we shouldn’t be using this technology to take over our job. It shouldn’t be so easy that you can spin up a 1000 word article, not check it, not worry about it and then push it out to your blog.”

AI content generators invent facts

Contentbot, Jasper.AI, Copy.AI and Quillbot are just a few of the companies now providing AI-based services for content generation. Duncan says that as of now AI isn’t capable of generating good content on its own.

“You still need — and for the most part you probably will for a long time — a human in the loop with this technology because it’s absolutely terrible at creating facts,” he says. “We don’t allow people to use it in the medical, financial or legal field because it will just make stuff up.”

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Read next: The AI content creation space is growing

What these systems are best for is generating story ideas and copy for ads and emails, improving language, researching topics, creating outlines and paraphrasing. 

Sound like an expert

Which isn’t to say that they can’t generate reasonable copy. Duncan asked Contentbot for something about ergonomic office furniture and how it can increase productivity. 

Here’s what it came up with:

“Ergonomic furniture is designed to help increase comfort and productivity in the workplace. Many workers spend extended periods of time in the office and in most cases spend the majority of their day sitting and increasing. A number of companies are implementing ergonomic furniture.”

Duncan says, “I wouldn’t go so far as to say that it can start writing documentation but it can definitely make you sound like an expert in the field, if that’s what you’re after.”

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Therein lies the problem and not just for Google. Duncan says these systems can be used to do things like produce fake product reviews at scale. That means they can also be used for disinformation — an area where invented facts can be seen as a feature, not a bug.

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He believes companies need to be taking more action now to prevent that from happening. 

“The ethical issue is that you can get a bunch of bad actors in the space,” he says. “There are content generators that can be used for black hat SEO techniques.”

One of the best protections is that OpenAI, whose system is the basis for all these content generation systems, is very careful about who can use their product. Duncan says he and his competitors are all concerned about misuse. Fortunately, AI can be a big help with that.

“We have automated tools that make sure you’re not writing…fake news, you’re not creating disinformation,” he says. “When our system identifies it, it sends them a warning and it can suspend them. It lets us know about what’s going on as well. If it falls into any sort of category that we don’t want them to write about – say diabetes – then it will issue a warning and we’ll be notified. And we can intervene. So, again, a human in the loop helping this AI process take place.”

Read next: 3 content challenges and how marketers can overcome them


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About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

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