The Right (and Wrong) Way to Use AI for Content Creation

The Right (and Wrong) Way to Use AI for Content Creation & Why Copy-Pasting ChatGPT Content is Tanking Your SEO

AI is everywhere right now. It’s writing emails, pumping out blog posts, and maybe even crafting those oh-so-personalized LinkedIn pitches you keep getting. And if you’re a business owner trying to market yourself, it’s tempting to let AI do the heavy lifting.

And honestly? AI is a powerful tool— when used correctly.

But here’s where so many people go wrong: they assume AI is a replacement for content creation instead of a supporting tool. They let ChatGPT generate entire blog posts, copy-paste them onto their website, hit publish, and walk away.

That’s not a content strategy. That’s digital clutter. And Google? It knows the difference.

If you’ve ever wondered why some businesses are seeing huge SEO growth with AI content while others (maybe even yours?) are watching their rankings drop, here’s the deal:

There’s a right way and a wrong way to use AI for content marketing. If you want to attract more visitors, rank higher on Google, and actually create content that works, you need to stop treating AI like an easy button.

Let’s talk about how to use it the right way— before your website becomes an SEO graveyard.

Why Copy-Pasting AI Content is Hurting Your SEO

AI can generate blog posts in minutes. No brainstorming. No outlining. No effort. Just instant, grammatically correct content on whatever topic you choose. It sounds like a dream. But it’s not.

Google’s algorithm is smart. It can tell the difference between content that’s been written with care, strategy, and originality— and content that’s just a slightly reworded version of what’s already out there on the internet.

When businesses publish AI-generated content without editing, customization, or personalization, or optimization, they’re setting themselves up for failure.

And it’s happening more than you think.

Plenty of business owners and marketers are using AI to churn out blog posts without doing the actual work of making them valuable. No keyword research, no original insights, no human touch. Just a flood of generic content that does nothing to boost their visibility.

The result? Their rankings tank. Their organic traffic dries up. And suddenly, all that content they were so excited about is doing nothing to bring in leads, customers, or revenue.

This isn’t just speculation— it’s happening in real time. Businesses that once had strong keyword rankings are watching them plummet because they’re publishing too much low-quality content without a strategy.

The Right Way to Use AI for Content Marketing

AI should be a starting point, not a final product. It’s a tool that can help streamline content creation, but it still requires your expertise, brand voice, and strategy to actually work.

Here’s how to use AI the right way— so it boosts your SEO instead of burying it.

How I Use AI in My Own Content Creation Process

AI can be an incredible tool—but only if you use it strategically. I don’t just pop into ChatGPT, type “write me a blog post on [insert topic],” and copy-paste whatever it spits out. That’s how you end up with content that sounds like everyone else, ranks for nothing, and does absolutely zero to move your business forward.

Instead, I use AI as a tool to enhance my content, not create it from scratch. My process is a mix of keyword research, strategy, writing, editing, and AI-assisted refinement. Here’s exactly how I do it.

Step 1: Keyword Research Comes First

Before I write anything, I start with keyword research. Because what’s the point of writing a blog post if no one is actually searching for that topic?

I use tools like SEMrush and Ubersuggest to do deep keyword research, looking for terms and phrases my dream clients are actually typing into Google. The goal isn’t just to find a few random keywords— I’m intentional with this process.

I look for high monthly search volume, meaning enough people are searching for this topic every month to make it worth writing about. But I also pay close attention to low search difficulty, which means there isn’t a flood of high-quality content already ranking for that term. That’s where the real opportunity is.

Once I find the right keywords— the ones that give me an advantage— I know exactly what to write about to attract the right audience and actually rank on Google.

Step 2: ChatGPT Helps Me Create a Strategic Outline

Once I have my keyword, I don’t just start writing blindly. I take my topic or keyword one at a time to ChatGPT and ask it to help me create a strong blog post outline that targets that keyword.

This isn’t just to save time— it’s to structure my content strategically. AI helps me break the topic down into a logical flow so my readers don’t just land on my blog— they stay, engage, and convert.

Then, I take that outline and write a solid, detailed blog post based on my own knowledge, experience, and expertise. AI is nowhere in this part— I’m writing from what I know.

Step 3: AI Helps Me Refine & Optimize

Once my draft is written, then I go back to ChatGPT— but not for content creation. This is where AI becomes my editorial assistant, making sure my content is as clear, strategic, and optimized as possible. BUT— and this is key— I’m still the one making the final decisions. AI gives suggestions, but I filter everything through my brand voice and expertise before anything goes live.

At this stage, AI acts like my second pair of eyes. I ask it to:

• Make sure my post flows logically. Sometimes when I’m writing, I assume things make sense because I know the topic inside and out. But ChatGPT might suggest switching Paragraph X with Paragraph Y for better clarity and reader experience.

• Spot areas where I could add more context or examples. AI will flag moments where I mention something briefly but don’t explain it fully. This is crucial because sometimes we’re too close to our own content to notice when we’ve skipped over an important detail.

• Check that my keyword is included naturally throughout the post without sounding forced. Keyword stuffing is a one-way ticket to bad SEO and robotic writing, so AI helps me make sure the right phrases appear just enough— not too much, not too little.

• Identify any repetitive phrasing or unnecessary fluff. AI is great at catching places where I’ve unknowingly repeated myself (because let’s be real, sometimes we go on a tangent and don’t even realize we’ve said the same thing twice).

• Ensure my brand voice is strong and consistent. I’ve trained AI to recognize my tone—conversational, slightly cheeky, and full of personality. Before finalizing a post, I tell ChatGPT to "make sure this sounds like me", and it helps tweak anything that feels too generic or stiff.

Once AI has given its input, I do one final read-through. This is where I trust my gut over the machine. I keep what feels right, ditch what doesn’t, and add anything else that makes the post uniquely mine.

Then, and only then, I schedule it. Because AI might be a helpful assistant, but I am the final editor— and that’s what makes the difference between a solid AI-assisted post and a bland, forgettable one.

The Bottom Line: AI is a Tool, Not a Shortcut

This is how I use AI the right way— as a tool to support my strategy, not replace it.

The wrong way? Copy-pasting AI-generated content with no research, no strategy, and no editing. That’s how businesses end up sabotaging their SEO and sounding like every other AI-user out there.

If you want your content to actually work for you— to rank, convert, and build trust with your audience— you need to treat AI as a tool, not a shortcut.

And if you’re still relying on ChatGPT to do all the work? It might be time to rethink your strategy!