There’s no denying it — we’re living in an AI-driven world. It’s everywhere, often in ways we don’t even realise.
In the SEO space, AI is having a massive impact whether we like it or not. AI Overviews are reshaping Google’s search results, people are turning to large language models (LLMs) like ChatGPT to search for information instead of Google, and these same tools are now being used to automate SEO tasks and generate content.
Creating digital content has never been easier — or faster. But that ease comes with a catch: if everyone can do it, what’s the value of specialists and human input?
Here’s the truth — if you want to actually stand out and get results (think: sales, leads, engagement), then your content needs something extra. SEO content that performs isn’t just about ranking — it’s about resonance. And that means you need to add a human touch, your epic-ness, to AI-assisted content.
Here’s how you can do just that:
1. Inject Your Brand Personality
Behind every brand is a human — at least for now! No AI can perfectly replicate what makes your business you. Make sure your tone, voice, and values shine through your content. A few ways to do that:
- Include quotes or insights from your team
- Reflect your brand’s tone (are you cheeky, serious, bold, warm?)
- Use language and references that reflect your unique identity
- Add testimonials, reviews, or social proof where possible
For example, here at Grand Cru Digital, we are proud to be a husband and wife SEO & Google Ads team based on the Bellarine Peninsula in VIC. We love our wine (hence the name Grand Cru) and try and interject this in a lot of things we do.
2. Show Off Your Expertise
If you’re a subject matter expert, say so. As someone who’s worked in SEO for over 11 years — plus 4 more in web content roles — I make it a point to include that in my writing.
You can demonstrate authority through:
- Years of experience in your industry
- Certifications, training, or awards
- Educational background relevant to your niche
- Include an author bio or byline on posts
This isn’t bragging — it’s reassurance for your audience (and search engines) that your content is trustworthy.
If you are writing on a parenting topic and have your own children, make sure to mention that. If you are writing about dive sites around the world, make sure to include that your are PADI certified, etc.
Don’t forget E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is a big part of how Google’s algorithm works. Not only that, but it’s a no brainer for people, LLMs, Google, whomever, to prioritise content tht comes from experts.
3. Share Personal Experience
Generic content is everywhere. One way to rise above the noise? Talk about your own experiences.
Whether it’s a lesson from a failed strategy or a quick anecdote about a client win, adding stories, case studies, and opinions makes your content memorable and relatable. Not to mention uniquely you!
4. Collaborate With Experts
Not an expert on the topic you’re covering? That’s okay — but don’t fake it. Instead, work with someone who is an expert.
You can:
- Interview or quote them
- Co-create the content
- Ask them to fact-check or contribute insights
- Link to relevant sources or data to back up claims
This not only strengthens your content — it builds credibility. Plus collaboration is awesome in business, it’s networking and you literally never know what opportunities it might open you up to.
5. Use Original Images & Videos
Stock images just don’t cut it anymore. If you want to stand out visually, use your own photos.
If you’re a product reseller, include the manufacturer’s images and your own. Think: behind-the-scenes shots, product-in-use images, or staff photos. If 100 competitors are using the same stock photo, your audience won’t remember you.
For example we love this example from our client Natural Supply Co who use both manufacturer images and their own beautiful photos:
6. Keep Your Content Updated
In an AI-paced world, content can go stale fast. Plus Google loves fresh and relevant content for today. One way to stay ahead is by committing to regular updates.
Suggestions:
- Revisit and refresh top-performing blog posts as regularly as needed
- Here at GCD, for all our clients, every year in November/December we do a check across content and metadata and highlight anything which may need to be deleted or updated for the new year
- Mention the year in your SEO-focused content (e.g. “SEO trends for 2025”)
- Add a “Last updated” date stamp to your content
Also don’t forget that sometimes content truly is evergreen and will stay relevant for years to come.
7. Use Internal and External Linking Strategically
AI-generated content often lacks depth in linking strategy — but humans (and good SEOs) know the power of a smart linking structure.
When you add new posts or pages to your website, ensure you:
- Link to related posts or services you offer
- Reference authoritative sources in your niche
8. Include Strong Calls to Action (CTAs)
AI may help you generate content, but you need to guide users on what to do next. Don’t leave them hanging. For example:
- Add clear CTAs relevant to the topic (e.g., “Book a strategy session” or “Download our SEO checklist”)
- Use buttons or standout design elements to highlight them
- Tailor CTAs to different stages of the buyer’s journey
9. Optimise for Search Intent
AI tools can help uncover keywords, but it’s up to you to align your content with what users actually want. Think beyond keywords — what is the searcher really trying to do?
For example, think about:
- Would including something like an interactive map for useful?
- If creating a recipe, would it be useful to include a calculator to convert measurements?
- Would a video make the content more digestible/useful?
Meeting intent helps your content serve users better — and that keeps both search engines and visitors happy.
10. Format for Readability and Scannability
AI-generated content often lacks finesse in structure — but good formatting keeps users engaged. So don’t forget to:
- Use headings (H2, H3) to break up content
- Keep paragraphs short and to the point
- Use bullet points, bold text, and visuals to guide the eye
- Optimise for mobile — most users read on their phones!
Great content isn’t just about what you say — it’s how easy it is to digest.
My Final Thought:
AI might be changing the SEO and content marketing landscape, but it hasn’t replaced creativity, insight, or authenticity. Use AI tools to help — not replace — your content efforts. The real magic happens when you combine smart tools with smart humans.
Add the epic. Be the difference.
