“Why can’t we just use AI to do it?”
Whether you’re on the brand or agency side of SEO, I’m guessing you’ve heard some version of this from an exec or a client with little knowledge of AI tools, SEO principles, or both.
I’ve been asked that question multiple times because the other party saw or heard about modest success from LLM-generated content that got some clicks and impressions.
My answer: because thousands of LLM-produced pieces of content do not a successful SEO program make.
This article dives into the human and AI roles in today’s SEO landscape, including:
- What people are getting wrong about AI and content.
- What AI can and can’t do for SEO campaigns.
- What an expert can tackle with AI tools.
- The North Star of 2025 SEO (as I see it) and why you need humans to reach it.
(Note: No LLMs were used to write this article.)
What people are getting wrong about AI and content
When people ask, “Can we just have AI write 1,000 blog posts?,” they assume there’s a linear progression.
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