Feasibility of Writing Marketing Articles Using Generative AI and Human content writers for Google SEO (An experimental study)

Abstract

The study aimed to identify the feasibility of writing marketing articles using human input on one hand, and three generative AI tools: ChatGPT-4o, Google Gemini 1.5, and Claude 3.5 Sonnet on the other hand, With the goal of achieving high ranking in Google search results. The study relied on the experimental methodology conducting four trials, in which an article is written and published on a landing page with a different domain Then indexed on Google with controlling the factors affecting search engine optimization except for the content. The study sample represented users searching on Google for the keyword "web design" with a total Search volume of 20,000. The results revealed that the articles appeared in the Search results a total of 439 times over 120 days. The appearance for the article written using ChatGPT with 288 times, with a weak average position of 81.4, And that written using Gemini appeared 60 times, with an average position of 31.4 on Google search results page, while the Human written article Appeared 35 times with an average position of 28.4, and the article written using Claude appeared 56 times with an average position of 19.4. The most important finding of the study is that the title and description of the article are major factors in changing Google's view of selecting the relevant search terms for Displaying a web page on the search results, while the density of those words in the article is Secondary factor, AI alone is not sufficient to produce Competitive content on Google search engine. Human intervention is required for tasks, including writing AI prompts, title formulation, improving accessibility, optimizing internal and external links, and referencing, while ensuring other factors are met. The study concluded with recommendations for organizations, researchers, and educational institutions regarding the use of AI tools in writing marketing content.