robot thinking with giant computer network

Can Robots Write Better Than You?

Angela Hockabout

By Angela Hockabout

Published February 15, 2023
Updated February 15, 2024

3 min read

What You Need to Know About AI Content Creation for Your Smile Marketing Website

Remember the good ol’ days when robots stuck to basic tasks, like piloting a Tesla or vacuuming the floor? Ah, the memories flood back like it was only yesterday… Because it was!

What is Chat GPT?

By now, you’ve probably heard about the viral program taking the internet by storm called Chat GPT. Developed by a company called OpenAI, Chat GPT is a language generation model that uses advanced artificial intelligence and deep learning algorithms to generate human-like text based on a prompt.

In human words, it can write sentences and paragraphs just like us–and it does a pretty good job, too. In less than three seconds, it read this blog and came up with the punchy title that made you click to read more.

How Does Chat GPT Work?

It helps to think of Chat GPT like a calculator. Its algorithm works to predict what word is most likely to come next in a sequence, with each sentence being the sum of a big calculation.

Exciting? Definitely! Scary? A little. Before you run to your Smile Marketing website to publish content written by AI, there are a few things you should know.

1. Current guidelines are changing by the day (sometimes, the hour)

We’re doing our best to stay up to date with the latest best practices when it comes to using AI content. Our internal teams are continuing to monitor any and all policy updates by Google and Bing, and will share those updates with you as necessary. We’re also carrying out our own AI content publishing tests, so you don’t have to! You can read more about Google’s current guidelines here.

2. Google prefers quality over quantity

Google’s updated webmaster guidelines state that websites won’t be punished for using AI copy, BUT the content must be rewarding and high-quality. Rewarding, high-quality content means whatever you’re publishing conveys a sense of expertise, experience, authoritativeness, and trustworthiness. The best way to do that is to share your own unique thoughts by penning original content, and using AI as more of an assistant to do things like inspire topic ideas or simplify sentences.

It’s important to note that using AI content to manipulate rankings is a strict violation of Google’s policies–in other words, we highly suggest you don’t publish numerous AI articles one after another.

3. AI content isn’t always factual

We hate to be the bearer of bad news, but not everything on the internet is true (gasp!)

Since programs like Chat GPT learn and create by consuming what's already available online, the content it produces may not be entirely accurate. When using AI services, it’s important to always proofread and fact-check everything. Take every output with a grain of salt, and do your own due diligence to make sure it lines up with what you’d want a patient to read.

4. Website content should be helpful and people-first

Your website’s ranking is determined by a number of factors, one of the most important being whether or not your content takes a helpful, people-first approach. A number of factors go into determining this, including everything from whether or not your content includes a comprehensive topic description to how the copy actually looks when viewed on a mobile device. It’s enough to make your head spin!

Readability for your target market is also important to consider. If you play around with Chat GPT, you’ll find that the copy it produces tends to be at a higher reading level that leans more toward academics than your average patient.

You can read more about what Google considers helpful, reliable content here.

Our Recommendations

Have fun with all of the incredible things Chat GPT can do. You may find it especially useful for the creation of non-website copy, like social media post captions, blog post ideas and inspiration, or writing emails.

If you do publish any AI generated copy to your website, let your Digital Marketing Specialist or a member of our customer support team know so they can review your content to make sure it’s following current best practices.

Questions or comments on anything in this post? Reach out to our support team.

Not a client yet? Request a free review of your website and online presence.