The biggest trend in SEO

By: Richard Michie

The future of SEO is always a mystery, and those who try and predict how it’ll change are certain to be proved wrong.

Regardless, I’m going to stick my neck out, and hope I’m wrong in my predictions.

AI Generated content is going to be the biggest trend in SEO

Unfortunately, I think the biggest trend in SEO is going to be AI generated content for get-rich-quick, lazy organisations. With the use of generative AI from the likes of ChatGPT, all we are going to see is a slow death spiral into awful repetitive content. Something knowledgeable SEO’s should be shivering at, after Google launched their “helpful content update” in mid-2022.

If you don’t know how ChatGTP works, here’s a simple explanation.

The software has scoured the internet and scraped the content from websites. So, when you ask it a question, it looks at this database of content and using very clever tech, spits out some text intended to look like a human wrote it, in seconds.

The problem is, it fails to do this a good portion of the time. Our SEO and Copywriting specialist has been provided AI generated copy by clients, to use as a basis of knowledge when crafting optimised website copy, and we can confirm, it’s full of faults, issues, and in many cases is near unreadable.

The other problem, and it’s a biggie, is that though this text looks new to you, it’s not.

It’s what was once called Spun Content. That’s where you take several original texts on a subject and cut, copy and edit into copy that looks new.

Content generated is also unverified and can be wildly inaccurate. Even ChatGPT adds a disclaimer.

And yet, people who see the cost of everything and the value of nothing will use the copy straight from the screen, with zero checks or edits.
In turn, this will fill the internet with more rubbish content for ChatGPT to scrape again and add to its database, which becomes less reliable and valuable by each scrape.

The biggest trend in SEO

SEO & Optimised Copywriting

This rush to the bottom creates an opportunity for businesses who are investing in SEO from real writers who optimise sites and make them informative and entertaining to read. Writers and content creators who can speak with authority and with a unique brand voice will outperform auto-generated content in the long run, but that’s not trendy, or cheap.

Humans can instinctively tell the difference between a real, informed, passionate writer and a computer regurgitating content which has already been written by someone else.

Google knows you are cheating at SEO

Google can spot your cheating a mile off! And as Google continues to improve its E-EAT rules which look for “content created to be original and helpful for people” I expect sites full of ChatGPT content to be penalised in the same way that link farms were. Well, they were killed off entirely.

The biggest SEO trend for the next few years will be AI generated content, but this will be to the detriment of those caught in the hype. Human generated content will always win.

Smart businesses will see that AI has its uses and can be a strategic marketing benefit, but that AI can’t, and shouldn’t, replace the human voice of your brand.

It’s this human voice that customers relate to, that makes your business different in its landscape. That’s the reason your customers are choosing your brand and not your competitors.

Interested in speaking to The Optimists?

Right from the beginning of our time working with The Marketing Optimist, they’ve taken the time and effort to get to understand Sharp Consultancy as a business and not just a client. We’ve seen a huge increase in the effectiveness of our social media strategy, particularly on Linkedin and we’re delighted with the impact it’s had on the business.

Jamie Caulfield

Regional Director, Sharp Consultancy

It was a pleasure to work with The Marketing Optimist on this project. It felt like a true collaborative effort on the day and they made the interviewee's feel at ease whilst talking about their journey on our RISE programme. The final video was professional and engaging, we have received great feedback around the quality and creativity of the case study. Including the video in our presentation made it come to life, with real humans sharing their stories, so thank you to the Marketing Optimist!

Hannah Prole

Impact Manager, Better Connect Limited

Case Studies


Marketing for Local Government

Moresby Hall Hotel

Hotel Rebranding

Sharp Consultancy

B2B Social Media for recruitment

The Edit LDN

Managing advanced eCommerce SEO

Better Connect

Digital PR and video production for events

Tango Networks

Marketing support for a global telecoms business

You may also like…

Here comes another Google Core Update

Here comes another Google Core Update

Google Core Updates come in waves. Each time one is announced, the SEO internet goes crazy. Rumours swirl around about how the changes will affect how websites rank. SEO’s on Twitter (sorry X), LinkedIn and now TikTok will begin sharing charts and graphs showing how...

Get to the Point 4th Edition

Get to the Point 4th Edition

While most people are slowing down, The Marketing Optimist are gearing up for 2024. So we are really pleased to announce the 4th Edition of Get to the Point will be held on 19th March Santander Work Cafe, Leeds! If you’ve not come across Get to the Point before, there...

Get to the Point Leeds Digital Festival 2023

Get to the Point Leeds Digital Festival 2023

In our second year of running Get to the Point at Leeds Digital Festival, we decided to step up our game a little and move to the offices of Glean at Leeds Dock. With improved tech and lovely surroundings, we brought nine great speakers to this year's Get to the...

When did you last check your website?

When did you last check your website?

When did you last check your website? I bet you haven’t done that in a long time. Don’t look now, you need to read this first. You probably looked at it a lot when it was new and still on your mind. But a few months later you probably stopped checking. It’s normal....

Social Media Marketing Executive Job

Social Media Marketing Executive Job

We’re looking for a Social Media Executive to join The Marketing Optimist. We’re growing fast and we’re looking to add a social media marketer who wants to expand their existing strategic marketing skills on some really interesting and diverse clients. You’ll need to...

What is the new Threads app from Meta?

What is the new Threads app from Meta?

Meta launched Threads for Instagram on 6th July 2023, and within 24 hours it had 55 Million users! What is the new Threads app from Meta? In very basic terms, Threads is a Twitter copy. Built for short form text-based content, with the option to add images, links, and...