The other thing I think it’s worth thinking about when we think about differentiation and competitors is cyborg content. And what do I mean by this? When I say cyborg content, I don’t necessarily mean that you need to be robocop. However, I think that we should be thinking about the way that we balance user-generated content, UGC, and AI content in the SERP. It’s going to be something with hidden gems that becomes more apparent as users search.
It also means that users are going to see different ways of connecting with user-generated content. I’ve seen this on Quora, for instance, where they’re able to use a bot, and it says at the top of their content that there’s a bot that’s sort of summarizing the conversation that people are having. So that’s one way to do it. I’ve also seen on LinkedIn, they have their advice articles where they say, “Here’s a piece of content that’s created with AI,” and the AI will give the prompts and the questions, and then they’ll have users who are answering the questions with their own human experience.
When people are able to balance that UGC with AI content, they are getting some great results. So if you’re able to do that with some of your own content, that’s a great win.
Additionally, communities are going to be driving content distribution and content creation. With the rise of so much content coming through AI and the competitive landscape changing so rapidly, people are still going to need answers, and people are going to be looking for answers in places that they trust.
Communities that they know are going to be great sources for that. And whether the content itself comes from an AI source or is handwritten, bespoke, artisanal content, I think that the fact that you’re able to share it within the communities and for people within the communities to be able to vouch for that content is going to mean a lot more in this space.
And as a result of all of that, I think E-E-A-T is going to become a bit of a blueprint for human-led AI content in the next few months. The reason why I think this is so important is because Google has pretty much told us this. They added the extra experience E onto the E-A-T information last year, and I think that that’s not a coincidence.
So the experience that people are able to illustrate is really, really important because bots don’t have opinions. Bots don’t own bicycles. They don’t have pets. They don’t have actual real-world experience. So I think that where we’re able to demonstrate that real-world experience and able to format it with great AI tools, I think that’s going to be a great win for content creators in the next little while.
So that’s content creators and how they’re going to be managing this AI space there.
