Generative AI in content SEO processes
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School of Business |
Master's thesis
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Authors
Date
2024
Department
Major/Subject
Mcode
Degree programme
Marketing
Language
en
Pages
51 + 12
Series
Abstract
This paper studies the use cases, benefits, pitfalls, team role implications, organisational success factors and organisational barriers for generative AI in content SEO work. The findings come from ten interviews with Finnish SEOs and content creators. Main findings were that AI use is still largely unstructured and individually driven. While AI text was perceived to be good enough for specific use cases, human edits and revisions were still needed in most cases. AI text fluffiness, factual errors, incorrect tone and mistrust in Google’s guidelines all made human edits necessary. Time constraints, frustrations with prompting and difficulties in validating AI investments were seen as barriers for AI use. At the same time, prompt templates, training sessions and individuals excited on AI all contributed to more effective AI use. While AI was seen more like a tool, there were still multiple instances where experts could see AI replace human tasks, especially when it came to content ideation.Description
Thesis advisor
Nanni, AnastasiaKeywords
SEO, AI, generative AI, copywriting, ChatGPT