SolarAI has made it significantly easier to produce website content. A business that previously needed to spend hours researching and writing an article can now generate a draft in minutes. That sounds like an obvious opportunity for SEO, particularly when there are hundreds of potential keywords and topics a business could target.
The problem is that producing content has never been the difficult part of SEO. The difficult part is producing content that deserves to rank.
AI can be useful for research, outlining ideas, identifying questions customers might ask and helping a writer get started. It can also produce a perfectly readable article that says very little that is original or useful. When businesses publish large amounts of generic AI content without adding their own experience or expertise, they can end up with a website that is bigger but not necessarily better. For SEO, that distinction matters.
The Problem With Publishing Generic AI Content
AI tools are very good at producing information that sounds plausible and well structured. They are also capable of producing the same broad advice that appears on thousands of other websites.
That creates a problem when a business starts publishing articles based entirely on generic information. An electrician, for example, can ask an AI tool to write an article about common electrical problems and receive a reasonable piece of content. But the article may not contain anything that demonstrates why that particular electrician is worth choosing, what problems they commonly see in their area or what customers should actually know before calling.
The same issue appears across almost every industry. A law firm can publish generic information about family law. An SEO agency can publish a basic article about keywords. A dentist can publish an article about dental check-ups. The content might be technically accurate, but accuracy alone does not make it particularly valuable.
Google has repeatedly focused on useful, original content rather than content produced simply to manipulate rankings. The fact that AI can produce an article quickly does not change that basic principle.
Where AI Can Be Useful in an SEO Campaign
That does not mean businesses should avoid AI altogether. Used properly, it can be a very useful part of the content process.
An SEO team can use AI to help identify related questions around a topic, organise research, create an initial structure or find areas that need further investigation. It can also help turn information supplied by a business into a first draft that a human can then review and improve. The important part is what happens after the first draft.
The business needs to contribute information that an AI tool cannot simply invent. That might include real customer questions, examples from previous jobs, observations from staff, information about local conditions, common mistakes they see or details about how their service actually works.
This is where a generic article can become genuinely useful. Instead of asking AI to write about a subject from scratch, the business provides the experience and the AI helps organise it.
First-Hand Experience Is Difficult to Fake
Consider two articles about a building service. One explains the general process using information that could have been taken from any industry website. The other explains the same process but includes the mistakes the business regularly sees on projects, the information customers often forget to provide and the practical issues that can cause delays. The second article has something the first one does not: experience.
That kind of information can help a website demonstrate genuine expertise and gives readers a reason to trust the business. It also creates content that is much less interchangeable with everything else appearing in search results.
This is particularly valuable for businesses operating in competitive industries. A website does not need to publish an article on every possible keyword. It needs to build useful coverage around the subjects that matter to its customers and provide information that is worth reading.
More AI Content Does Not Automatically Mean More Traffic
One of the easiest mistakes to make with AI is assuming that because it is cheap and fast to produce content, the logical SEO strategy is to produce as much as possible.
That approach can quickly create hundreds of pages with very little search value. Some may overlap with each other, some may target topics nobody is searching for and others may simply repeat information that already exists elsewhere on the website.
A better approach is to decide what the business actually wants to be known for and build content around those areas. The main service pages should remain the centre of the strategy, with supporting articles answering relevant questions and covering related subjects.
This creates a website that makes sense as a whole rather than a collection of disconnected articles created to chase search terms.
AI Content Should Still Sound Like the Business
There is also a branding problem with poorly managed AI content. When every article follows the same structure and uses the same generic language, a website can start to sound completely different from the business itself.
A local tradesperson may normally communicate in a straightforward and practical way, while their website suddenly contains polished but vague articles that could have been written for any company in Australia. A professional services firm can have the opposite problem, with content that sounds unnecessarily formal compared with the way its team actually communicates with clients.
AI should assist with the writing process, not replace the business’s voice and knowledge. The finished article should still sound like it belongs on that company’s website.
The Best Use of AI Is Not to Replace SEO
SEO involves far more than publishing blog articles. Technical optimisation, website structure, internal linking, service pages, local SEO, keyword research, Google Business Profile optimisation and measuring search performance all play a role.
AI can support parts of that work, but it does not remove the need for an actual SEO strategy. Someone still needs to decide which pages matter, what topics are worth covering, how content should connect together and whether the work is producing more visibility and enquiries.
For businesses, the question should therefore not be “How many AI articles can we publish?” It should be “How can we use AI to produce better SEO work without losing the expertise that makes our business different?” That is a much more useful question to ask.
At Kick Media, we use AI as part of a broader SEO process rather than treating it as a replacement for strategy, research and human expertise. If you are using AI to produce website content but are not seeing the SEO results you expected, contact Kick Media and we can look at your existing strategy and identify where the opportunities are.
