Slator podcast: How generative AI is changing multilingual SEO

Pablo Navascués, Managing Director of Key Content, a global content and SEO agency, discusses the influence of generative AI on content creation and SEO in SlatorPod #189. In the podcast, he explores how content strategy and SEO strategy have become more closely linked, underscoring the importance of creating high-quality, user-centered content. While AI can assist in scaling content production, Pablo also emphasises the continued need for human expertise in certain situations, as AI-generated content might not always meet quality and accuracy standards.

• Regarding Google’s approach to ranking AI-generated content, Pablo suggests that Google prioritises content based on its usefulness to users, rather than distinguishing between content created by humans or AI.
• Pablo also delves into the challenges of prompt engineering when working with large language models and how it can be leveraged for A/B testing and data analysis.
• He shares findings from their study on AI content tools, revealing that there is no one-size-fits-all solution. The performance of different tools depends on factors like the type of content, the audience, and the language.
• Pablo predicts that content workflows will become more advanced and personalised, and the role of content strategists within organisations will become increasingly crucial.

“The more personalised the content is to your target audience, the better it’s going to perform, no doubt about it.” – Pablo Navascués

“The opportunity with AI is always with scale. If there’s no scale, there’s no benefit.” – Pablo Navascués

“We found that a combination of AI generation tools was always the best way to get the best results. So, we use 10 to 15 of these tools on a regular basis, but again, we mix and match” – Pablo Navascués