The growing relevance of artificial intelligence (AI) in the digital era is undeniable. As technology advances at an unprecedented pace, AI has emerged as a game-changer, particularly for websites. AI technology is transforming websites by revolutionizing how businesses engage with their users and customers. Navigating the evolving digital landscape can be challenging if you don’t know where to start.
Let’s review some of the challenges AI is causing for web professionals and how you can stay prepared for the new AI reality.
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- Implementing AI to Improve Efficiency
- Changing SEO Best-Practices
- Ethical Considerations and User Privacy
Implementing AI to Improve Efficiency
Perhaps the biggest challenge AI presents to websites is its very existence. When every other website is implementing AI to improve the efficiency of its processes, you have to do the same; otherwise, you risk falling behind. Here are a couple of areas you can implement AI to make your website more efficient.
Content Creation & Optimization
AI tools like HubSpot AI can help speed up the content creation process. You can quickly generate outlines, meta-descriptions, and entire paragraphs. You can also use ChatSpot as the most user-friendly, free GPT-4 based platform available.
One of the issues with GPT-type platforms is using the right prompt. You can easily get ahead of your competitors by using ChatSpot’s suggested prompts to get the exact information that you’re looking for. An efficient content creation process will help you deliver great content to your customers.
AI has many useful applications when it comes to customer service. Take a look at the image below for some inspiration on how you can use AI for your own website.
This article goes into more detail on how to use AI customer service to your advantage, but I’ll briefly go over some of the benefits here. Chatbots allow you to offer 24/7 customer service, so that your customers can get resources and help for basic questions even outside of working hours.
The impact of AI on security is kind of a double-edged sword. Bad actors have more resources at their disposal to run attacks on your website, but you have far more tools to protect yourself.
According to IBM, “AI solutions can identify shadow data, monitor for abnormalities in data access and alert cybersecurity professionals about potential threats by anyone accessing the data or sensitive information—saving valuable time in detecting and remediating issues in real time.” Essentially, AI can detect when someone is using bots or unusual ways of accessing your website and categorize this as a threat.
This can help your maintenance team understand how to prioritize potential threats and act accordingly.
Changing SEO Best-Practices
The rise of AI changes how you need to approach SEO. Google’s new algorithm update added a new element to its SEO rater guidelines: experience. Previously, these guidelines were just expertise, authoritativeness, and trustworthiness. At a glance, this might not seem like it changes much, but it is arguably Google’s biggest response to the increase in AI-generated content.
Understanding the new ‘EEAT’ guidelines is pivotal to getting your website to rank highly and thus drive users to your website. Here’s a quick guide on each guideline.
E: Experience. This guideline makes user-based forums like Reddit or personal blogs big winners in terms of site rankings. People want content written by someone who has proven experience in the field that they’re talking about. If you’re a smaller website, having that personal touch and experience is how you can compete against bigger domains.
E: Expertise. Similar to experience, expertise is professional knowledge of a subject. This means that your content is well-researched and optimized for reader consumption.
A: Authoritativeness. If you’re familiar with SEO, you know all about Domain Authority. Building a strong Domain Authority takes time and lots of quality content. Do other websites link back to you? Are you a main source of information on the topics you write about?
T: Trustworthiness. Is your website trustworthy? Do you use HTTPS instead of the outdated HTTP. Is your content accurate and reliable?
Knowing the guidelines of the new ‘EEAT’ framework can help you build your website’s reputation, increase your ranking, and drive traffic to your website.
Since AI is so new, there are still a lot of ethical considerations to take into account before using it. AI art, for example, still puts you at risk of plagiarism. Both from an ethical and practical standpoint, you should know when to use AI tools versus having a human do the job.
A general rule of thumb is never to have AI do something you wouldn’t be able to do by yourself. So if you’re writing an article about something, you can use AI to serve as a good baseline with human oversight to see the project through. GPT based tools can still produce inaccurate information as well, so that just furthers the importance of having a knowledgable human on the job.
Addressing AI Challenges Moving Forward
The field of AI still has a lot of green space to cover, so perhaps the biggest challenge you should expect for now is for the rules and guidelines to keep changing. Until then, keep exploring this revolutionary technology and see how you can leverage it best for your business. AI is here to stay, so now we have to see how we can incorporate it into our lives and businesses.