With the rise of AI in content creation, a lot of dealerships and website owners are noticing a large shift in the quality of content posted. This is only natural; with any new technology we surge to try it out and see where it works and where it doesn’t. Unfortunately, content creation is a fine line that most content creators have found that, at this point, AI simply can’t keep up with what human writers are truly capable of. This means a severe slip in quality, lack of information, incorrect data and a much more analytical and robotic—if you pardon the ironic usage—tone to writing. Nowadays, it’s easy to go onto a website and spot certain “AI-isms” in an instant, which can hurt the level of trust you carry with your readers and potential customers.
So, how do you make your content stand out against poorly-created, mass-producted AI, content and show off your truly down-to-earth, human content? Read on as our team at EDealer has put together some great starting points for you to try in your content creation process that will not only help you stand out in the sea of AI content, but will also help boost your business growth, which is what good content should always do.
Tip 1: Bring the Human Side to Your Content
There are certain things that AI simply can’t replicate, and that boils down to the human condition. When creating content, think about why your readers might be searching for this information, or what problem it solves, and use examples or scenarios to show how what you’re writing about does that. For example, if you’re writing about the cargo space of an SUV, think about what sort of cargo the owners might want to fit into the back. Instead of merely putting the cubic feet, mention how that’s “plenty of space to fit in a few larger suitcases, or larger items like a bag of golf clubs.”
You can also bring the human element into your content by using specific information from your actual dealership. A great way to do this is to have staff interviews and behind-the-scenes content, as this not only helps create trust between potential customers and your staff but also isn’t something that the AI would know.
Numbers are something that AI focuses on, and while that information can be helpful, us humans sometimes have difficulty quantifying numbers in the physical world, so having an example or scenario, such as an infotainment screen being 11 inches long, or about the size of both of your fists put together, can be a great way to inject the humanity into your content while also providing helpful information to your reader. Numbers and data are also something that AI can get wrong, so make certain to set yourself up for success by always checking your data before inputting it into your content.
Tip 2: Show Off Your Expertise
Nobody knows your inventory better than you do—you’re the one who is selling it! AI often writes like it’s an expert, but when the information it pulls from is incorrect, this can lead to misinformation and a blow to the faith that your readers have in you. Instead, show what you know about the vehicles and equipment in your inventory, and if you don’t know it, talk to your staff who are the experts. For example, if you’re writing about winter tires and why they’re worth purchasing, there’s no better way to stand out as an expert than by getting information from your service department. They’ll be able to tell you insights that your potential customers are looking for, such as which brand of winter tires is best for their vehicle, and when is a good time to get them switched on and off during the year.
Showing what you know also helps build your base with your readers, which leads to far more loyal customers. If you show them where your knowledge lies, and that you’re willing to seek out information from verified experts, it’s much easier for them to trust that you know what you’re talking about. It also never hurts to show your weaknesses as well; while it might seem counterproductive when it comes to showing expertise, showing where your knowledge is lacking (and what you’re doing to fix it, or the people you rely on who fill in that knowledge gap) just shows your humanity that much more.
Tip 3: Beat AI at Its Own Game
With so much AI content out there, it can feel overwhelming when you try and get your content out to viewers. The trick is knowing what the AI excels at, and doing the same thing: SEO integration. AI is very aware of the importance of SEO in its content creation, in fact, there’s a new term of GEO (Generated Engine Optimization) that uses SEO tactics specifically for AI tools, and will use such in small ways to get its content to the top of search engines.
Here’s how you can do the same thing in your own content:
Aim for Local SEO Targets
Adding location keywords into your content, whether it be in both the body or the meta data, can be a great way to hit Local SEO searches. By simply adding your location, such as “Toronto, ON” to the title tag and meta description of your content, as well as in the introductory paragraph or the call-to-action section at the end, allows you to hit the Local SEO targets that AI also uses to help get better SEO rankings. Using your Google Business Profile to do such through updates and having all the correct information also helps hit Local SEO targets, as you can easily add in the location to each of your updates in a way that is natural and flows well.
Structure Your Technical SEO Wisely
A large portion of where AI excels the most is in crawlability, or the ability that search engines have to find your content. This is done by wisely using metadata, including title tags, URLs, and meta descriptions. Make certain your meta descriptions get to the heart of what your content is covering, and try to do so in under 155 characters, as that tends to be where most search engines cut off (meaning you will get a “...” at the end of your description if it’s over 155 characters). Your URL and your title should reflect the crux of what your content is about, and should be something that is likely to be searched for. Having titles that are questions (“What Are the Engine Specifications for -Model-”) paired with the keywords in the URL (-model-engine-specs) can garner you more eyes to your content from those who are searching for those very details. Your website should be cleaned up with redirects and getting rid of duplicates, so only essential pages are on your website, and not just superfluous ones you think will rank (which is often the case with a blitz of AI-produced content).
Link Internally
You want to keep readers on your site as much as possible, so if the information is already there, link to it! Having links to other areas of your website shows not only that you’re an expert in the field, but also helps keep business coming your way. Aim to have at least 3 to 5 internal links on every page, as too many links can get frustrating to read, while too little can make it more difficult for the reader to maneuver around the website themselves.
Backlink to Reputable Websites
Backlinks to trusted websites act like a vote of confidence in your content. Linking to the OEM, for example, can show that not only do you know what you’re doing, but you can back it up with information from those that made the vehicle themselves. It also helps you rank better in search engines, as certain websites (like OEMs) being used for backlinks shows a trustworthiness that others (smaller reviewers, for example) might not have built up yet. It also helps create a relationship between you and the website owner that you’re linking to, and in turn can lead to backlinks from them to your own website, furthering an interconnectedness between fellow experts in the same field as you.
Get Our SEO Services at EDealer
If you want to stand out in AI, or use it to your advantage, but are uncertain how to do so, come to our expert content creators at EDealer. Our SEO Services help you be seen by potential customers, and establish you as an expert in your field, both on traditional search engines and with AI tools. We’ll get your online presence to a point that helps you get more business through the door in no time, and takes all of the effort of creating that content yourself off of your plate. Reach out to us today and we’ll get you set up with the content solution you need that fits your budget as well.