We regularly get questions from clients and prospects about our approach to Artificial Intelligence (AI) in our content creation process. Some folks want all the AI, and others want none of it. As an agency that is always evolving, learning, testing, and growing, we need to stay on top of how AI impacts our industry and our clients.
AI has revolutionized many aspects of digital marketing, and content creation is no exception. AI tools offer incredible capabilities that can significantly enhance and streamline the content generation process.
From brainstorming ideas to refining drafts, AI can act as a powerful ally. However, it's crucial to understand that while AI can assist in crafting content, it should not be seen as the sole solution for achieving higher Google rankings.
Often, when folks think about AI-generated content, they think about the process of simply creating a prompt or directions to an AI tool that will then create the content.
Some approaches take that content and publish it without any review or editing, and they do this at scale.
Some agencies or SEOs out there publish tens of thousands of pages of AI-generated content every month. Initially, Google stated that they don’t care how content is generated, but that it’s helpful to users. Many interpreted this as permission to flood the internet with AI-generated content that didn’t require the human touch.
Relying solely on AI-generated content to rank higher in Google is a flawed strategy. Google's algorithms are becoming increasingly sophisticated and are designed to prioritize content that is truly valuable, original, and helpful to users. Google even recently shared that their quality rater guidelines may mark AI-generated content as “Lowest Quality.”
While AI can mimic human writing, it often lacks the depth, nuance, and unique perspective that human creators bring. Google's guidelines emphasize E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), qualities that are often difficult for AI to fully embody. True expertise and firsthand experience can be invaluable in creating content that resonates with readers and establishes credibility.
Here at HLM, we have a team of full-time writers who are U.S.-based native English speakers with diverse professional backgrounds, including journalism, creative writing, technical writing, advertising and public relations.
That variety isn’t just a fun fact; it’s a strategic asset.
It means the content they create isn’t written by generalists or AI tools alone but by real people who craft compelling stories, explain complex topics, and connect with readers on a human level.
Our writers understand how to match tone, voice, and intent to any brand—producing content that’s clear, authentic, and action-oriented.
Their expertise doesn’t stop at the keyboard. With deep vertical knowledge in home services industries like HVAC, plumbing, and electrical, they possess an unparalleled understanding of the customer journey, seasonal trends, technical terminology, and competitive landscape of these companies.
That knowledge allows them to bring real-world understanding to each piece they write.
That insight helps produce content with genuine depth and accuracy - two things Google’s E-E-A-T principles emphasize.
When content is shaped by people who understand the subject matter and the audience it’s meant for, it naturally becomes more trustworthy, helpful, and relevant.
This can be immensely helpful for content creators who are facing writer's block or need a starting point. AI algorithms can also analyze vast amounts of data to identify trending topics, popular search queries, and keyword opportunities.
This data-driven approach can inform content strategies and ensure that creators are addressing relevant and in-demand subjects.
Furthermore, AI can assist with optimizing content by suggesting appropriate keywords, improving grammar and readability, and even checking for plagiarism. These features can help maintain content quality and efficiency.
Instead of viewing AI as a magic bullet for SEO, our content creators think of it as a tool that can enhance and support their work.
The use of AI to generate ideas, create initial drafts, and refine writing, while always ensuring that the content is infused with our own expertise, insights, and unique voice.
We add our own personal touches, conduct thorough research, and make sure that the content is genuinely valuable to your target audience.
AI is a valuable asset for content creation that can save time, generate ideas, and improve writing quality. However, it's crucial not to rely on AI as the sole solution for achieving higher Google ranking which is why we use it as a tool to supplement our processes, not just spit out content.
Google prioritizes content that is original, valuable, and demonstrates expertise; qualities that are best achieved through a combination of AI assistance and human creativity.
We are embracing AI as a tool, but always ensure that your content reflects your unique voice and genuine expertise.
For over fifteen years HLM has been helping home service companies fill their dispatch boards. If you are searching for a marketing agency to help you attract more customers and generate leads consistently, contact HLM to speak with a marketing expert today.