If you punch a one-sentence prompt like “write a blog on X” into ChatGPT and just publish whatever it spits out, Google is going to put you in the doghouse.
That’s because Big G is getting smarter. Just publishing consistently isn’t enough to get you on Page 1 anymore – especially in a world where E-E-A-T SEO is shaping how Google measures trust and quality.
That’s because Big G is getting smarter. Just publishing consistently isn’t enough to get you on Page 1 anymore.
With AI, anyone can do “consistently.”
What you publish actually has to be good, too. And to figure out if your content is good, Google uses a framework called E-E-A-T.
A lazy AI blog post won’t get you very far with E-E-A-T.
But that doesn’t mean you can’t use AI at all.
In fact, you can totally win Google’s heart with an AI-assisted blog post.
But before I show you how to do that…
What E-E-A-T SEO Actually Means for Your Website
The first E stands for Experience. Google wants to see that you have first-hand experience with the thing you’re writing about. If you run a business in your industry, that box is already ticked. You’re doing the work every day.
The second E is Expertise. This isn’t about industry jargon and giant “our services” lists. It’s about publishing content that shows you have a deep understanding of the problems you solve, and who you solve them for.
The A stands for Authoritativeness. This is about reputation. Over time, as you consistently publish helpful, valuable information, your website starts to become recognised as a go-to source in your industry.
And finally, there’s Trustworthiness – which Google says is actually the most important part of E-E-A-T. At the end of the day, Google is just trying to work out whether the content on your website is honest and reliable.
When all four of these signals are present, Google will have more confidence in you, and will rank you higher. This is why content marketing plays such a big role in SEO.
Sounds simple, but there’s one big roadblock:
Most business owners don’t want to spend hours and hours staring at a blank page, trying to write a blog post. Especially after a long day’s work.
So they turn to AI, do it poorly, and make Google’s job even harder.
With that said…
The Answer Isn’t To Break Up With ChatGPT
In reality, the best approach sits somewhere in the middle.
See, AI is incredibly useful for organising your thoughts, structuring your content, and refining your words.
But the knowledge itself needs to come from you.
From the work you do, from the conversations you have with your clients, and from the real situations you deal with in your industry.
Write about those things, and you’ll naturally demonstrate your experience and expertise. Then, if there’s value in the topics you write about and you write about them often, Google will start seeing you as an authority. It will start to trust you.
Same with your human readers. They’ll start saying things like, “You sound exactly like you do on your blog!” when you speak with them on the phone.
This is great because what they’re really saying is, “I already know, like, and trust you.”
That’s an amazing way to start any business relationship.
So How Do You Actually Do All of This?
In other words, how do you use AI to turn your real-world experience into high-quality blog posts and not just slop?
Step #1: Get Yourself a Microphone
Your laptop mic will probably do. A webcam with a mic works too. Doesn’t matter. We don’t need cinema-grade production here.
Step #2: Open Something Like Zoom, Otter.ai or Google Meet
Basically any tool that can record an online conversation and produce a transcript.
And just to be clear: you don’t care about the AI-generated “meeting notes.” Ignore that stuff completely. What you want is the verbatim transcript of what was actually said – warts and all.
Step #3: Record Yourself Talking About a Relevant Topic
Doing this by yourself can feel awkward and often gets you nowhere. So it helps to bring in another person to prompt you and keep it fun. A colleague. A friend. Your partner. Whoever.
Tell them about whatever you want to talk about, and then, as they try to understand it, they’ll naturally ask you questions.
If their questions cause you to go on a bit of a rant, good. That’s where the gold is.
Also, if they ask questions you consider obvious, don’t discard them. These things only seem obvious to you because you live and breathe them every day. Most people have no idea what you actually do. Trust me on this…
In your responses, try to think what your ideal customer would want to hear about, lean heavily on real stories, and don’t skimp on the details. Good writing is specific.
Whenever you can, back up your answers with numbers. Percentages. Dollar values. They’ll anchor everything you say.
Overall, think of Step #3 like an interview. Because that’s basically what it is.
A 20-minute chat will likely get you what you need for a single solid blog post. And you’ll get faster (and better) as you go.
Step #4: Start Turning the Interview Into a Blog
Once you’ve recorded the interview, take the transcript and feed it into ChatGPT or whatever AI Platform (LLM) you prefer.
Start by asking the AI what it thinks the most interesting angle for a blog post might be. Talk it through until you’re confident.
Then, ask the AI to suggest a structure for the blog. If you get stuck, a simple structure like PAS (Pain, Agitate, Solution) will work well enough:
? Problem: Introduce the issue
? Agitate: Expand on the issue
? Solution: Introduce a solution
? Then expand on the solution
? Then conclude the blog post
Regardless of your blog’s structure, you’ll ideally end the blog with a CTA to something useful – probably a lead magnet of some kind. But remember, this is a blog post. It’s meant to inform, not to sell – so don’t make your CTA to buy a high-ticket item.
Step #5: Get AI To Write a First Draft
Once the angle and structure are locked in, ask the AI to write a draft.
Make sure you tell it to use actual sentences, phrases, and words from the transcript as much as possible. This is the difference between a blog that sounds exactly like you… and one that reeks of AI.
Your real voice is in the transcript, word for word. Don’t smother it in slop.
Step #6: Edit It Properly
The AI draft won’t be perfect.
It might talk in circles. It might hallucinate.
So go through the blog with a firm hand.
Humanise anything that sounds unnatural, carve out the lies, and make sure the final product communicates what you set out to communicate, in as few words as possible.
Once you’re happy with it, turn off your PC, drink a chamomile tea, and go to bed.
Then come back the next day and read your blog post out loud. You’ll notice a fair few things you didn’t notice before.
Give it one last polish, and Bob’s your uncle.
Step #7: Score Some Bonus Points
Once you’ve finished your blog post, you can squeeze even more value out of it by using AI to repurpose it into a few social media posts and emails.
Then link that content to your blog post. That way, the blog becomes the central station, with everything else feeding traffic towards it.
The Takeaway: AI Isn’t the Problem
Lazy AI is.
If you punch a one-line prompt into ChatGPT and publish whatever comes out, you’re telling the world you don’t really care.
But if you use AI how I’ve described it here, you’ll keep yourself happy, your readers happy, Google happy, and Sam Altman happy – all at the same time.
Of course, there’s more to creating a winning website than writing great blogs, which is why I created this guide:
How to Build a Website That Attracts High-Quality Clients
Download it, take your time flicking through, and then, if you’d like some help putting it into action, I’ll be here.
Learn more about Peter and his team. Smarter websites is a proud member of D32 Business Network.
