How to deal with AI SEO tools?
AI SEO tools are increasingly being used by companies that want to speed up their content production. Whether it's keyword research, competitor analysis or writing SEO copy, the temptation to use AI as a replacement for manual work is strong. But relying on tools alone rarely delivers the desired result. Especially after the Google core update of March, the importance of genuine, helpful content has only grown. Many websites saw their Google rankings plummet precisely because their content was judged to be too generic.
The impact of Google's core update on content quality
The March 2025 update marked a clear shift in how Google assesses content. Where optimisation and volume once seemed important, the emphasis is now increasingly on depth, authenticity and relevance.
The focus is on helpful content: content that genuinely answers questions, is written with knowledge of the subject, and adds value for the reader. Many websites that relied heavily on AI-generated, standard content saw their visibility drop. Google picks up on that generic approach and doesn't reward it.
How do you use AI SEO tools in a way that works?
AI SEO tools are not wrong in themselves. On the contrary, they can speed up your process, provide insights and add structure.
But it's all about how you use them:
1. Combine ChatGPT with tools like Ahrefs or Semrush
Use tools such as Ahrefs for search volumes, competitor analysis and keyword clustering. Then use ChatGPT to brainstorm the angle of your page, the structure and the tone of voice that suits your target audience.
2. Train your own GPT to speak in your brand voice
Don't let AI speak in generic marketing language. You can train a GPT with your tone of voice, examples of previous articles, client cases and FAQs. That gives you output that fits your brand, and the content stays recognisable and credible.
3. Use AI as an assistant, not as the final editor
Let AI do the preparatory work: a first draft, structuring information or rewriting sections. But make sure a human check and edit always follows.
Creating helpful content: the new rules of the game
If you want your content to keep scoring well after the core update, these are the elements to pay attention to:
- Add context: Explain why something matters, for whom, and in which situation.
- Internal and external links: Show where your content fits into the bigger picture.
- Add media: Think of photos of real projects, audio clips or videos from your own events.
- Practical examples: No theory without application. What is your experience? What did you see with clients?
AI SEO tools can make suggestions, but this kind of substantive enrichment comes from your own practice. It is that experience that makes content truly valuable.
E-E-A-T: how Google looks at your content
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. Google wants to know whether you know what you're talking about, whether you have experience with the topic and whether others see you as a reliable source.
AI can support this, but not replace it:
- Let AI help you with structure, but tell your own story.
- Show your experience with cases, client results or lessons learned.
- Use real sources, and refer to real people and organisations.
Strategic use of AI within your SEO approach
AI SEO tools only truly pay off when you embed them in a broader strategy:
- Use AI in the preparation phase: grouping keywords, determining intent, defining structure.
- Use it to create briefs, outlines and draft texts.
- Automate your optimisation process: from meta tags to internal link recommendations.
- Let your editorial team or SEO specialists work with AI as a sparring partner, not as a replacement.
That way you stay in control and increase your production speed without it coming at the expense of quality.
What BE Digital can do for you
At BE Digital, we believe AI can be a structural part of how you create modern content. We help companies set up:
- AI content workflows that genuinely strengthen your team
- GPTs that work within your tone of voice and editorial guidelines
- An SEO approach that keeps scoring, even after core updates
- Structures in which AI SEO tools don't stand alone, but are part of a process that works
With the BE Digital scan we look at where your organisation stands, where the opportunities lie for smart AI implementation and how to get more results from your content with the same capacity. Request the scan right away and discover how to use AI SEO tools in a way that is genuinely valuable for your organisation.