Google’s recent algorithm changes are aimed at improving its search results, avoiding AI spammy or summarized content, and encouraging sites to generate higher-quality writing. Karla Jo Helms, founder of JOTO PR Disruptors™, explains why Google’s efforts matter and how companies should embrace the best of AI and not abuse it.
(Tampa Bay, FL) April 1, 2024—Bad content has been put on notice by Google. Those hoping to game the search engine’s algorithm will have to face new changes to its ranking systems, designed to help surface good content in results and hide some of the worst and most cynical stuff on the web. (1) The measures taken by Google include prioritizing original and authentic reviews over recycled information that passes around aggregator sites. (2) “AI shouldn’t replace human writers, but it can be a valuable tool,” says Karla Jo Helms, Anti-PR® Chief Strategist of JOTO PR Disruptors. “Companies can enhance their content creation process and maintain the integrity and quality of their content by striking a balance when human writers use AI as a resource to support their work.”
Another recent example of not using AI responsibly is the accusation that Sports Illustrated posted articles by nonexistent authors. (3) Media outlets must actively work to combat low-quality AI-generated content to highlight the importance of maintaining high standards in the digital landscape. The danger if they don’t is a loss of trust from the public when AI is misused.
What AI offers
Embracing ChatGPT or AI for editorial writing can enhance efficiency, creativity, and overall quality when integrated effectively. Helms advises companies to adhere to ethical content creation practices, emphasizing quality and authenticity in their work. “We have some years of experience in using AI, which is why we support these measures,” she explains. “At JOTO PR, we recognize the frequent occurrence of low-quality articles overshadowing high-quality content when we are conducting research for media pitches—hence I’m not surprised at Google’s crackdown.” She advises that companies attempting to circumvent these standards risk penalties and significant damage to their reputation and credibility. She shares that it is essential to:
Effectively embracing the use of ChatGPT or AI in the editorial writing process is possible. Companies must leverage AI’s strengths to improve efficiency and quality while preserving the essential human elements of creativity and expertise. “By viewing AI as a friend rather than a foe, businesses can take advantage of its sway over public sentiment by harnessing its power to consistently develop true brand awareness and guide the narrative,” Helms concludes. “To navigate this AI-driven era, businesses are going to have to communicate more, not less—and will need to be open, transparent and position themselves as thought leaders in their industry.”
About JOTO PR Disruptors™
JOTO PR Disruptors is a public opinion agency that thrives on tackling the biggest challenges and turning them into the greatest opportunities. Specializing in Anti-PR®, they take a disruptive approach to public relations, leveraging controversy, debate, and innovation to spark conversation and effect meaningful change. For more information on how they're leading the charge, visit www.jotopr.com.
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Media Inquiries:
Karla Jo Helms
JoTo PR™
727-777-4621
jotopr.com