As an SEO Professional, I’ve spent years bugging my clients to write new content. Why? Because I know search bots — and now AI — react to fresh, original content. It’s one of the most effective ways to maintain visibility in search results. So when a client sends over a new blog, it makes my day.
But ever since ChatGPT became the world’s favorite writing assistant, I’ve noticed a trend. I’m getting more content submissions (yay!) but now they’re filled with peppered words, emoji icons, and a tone that screams “written by a bot” (sigh).
Honestly, that’s on me. I haven’t educated them on how to use AI effectively — until now — is how to use AI correctly, especially if they want to rank in search results and build long-term authority online.
So if you’re a small business owner and want to use AI to your advantage, here’s exactly how to do it — the right way.
The Problem with AI-Generated Fluff
Search engines like Google have clearly stated that content made purely to manipulate rankings — and lacking originality or value — can hurt your visibility. Search Engine Land reports that AI content isn’t inherently bad — but it has to be helpful, original, and written with expertise. The bar has been raised.
In fact, Google’s Helpful Content System prioritizes content that:
- Demonstrates first-hand expertise
- Answers a query better than others
- Avoids fluff, keyword stuffing, and generic language
If you’re just copying and pasting ChatGPT content without guiding it properly, you’re setting your website up for failure.
How to Prompt AI Like a Pro (And Actually Help Your SEO)
Small business owners have something AI doesn’t: real-world experience. The trick is to feed AI that experience so it writes content that sounds like you — and gives readers (and search bots) something they can’t get anywhere else.
Here’s how to write a powerful prompt that gets results:
Step 1: Give AI Your Perspective
You’re not a generic business — so stop feeding generic prompts.
Instead, write something like:
“You are a dive operator and owner of [X Company] in the Cayman Islands. You’ve been diving for 30 years and are certified by PADI and NAUI. Here are a few articles I’ve written before: [URL1], [URL2]. Write in my tone of voice. Make it sound like something I would say to a customer or a fellow diver.
This instantly adds credibility, personality, and authority to the output.
Step 2: Set Clear Instructions
Tell AI exactly what you want:
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- Write in my tone, my voice
- Discuss this topic in detail
- Provide insights only a person in my experience would know
Why this matters:
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- You’re helping AI mirror your writing style so content feels personal
- You’re ensuring depth, which boosts quality signals for search engines
- You’re adding EEAT (Experience, Expertise, Authority, Trust), a known ranking factor emphasized in Google’s documentation
Want proof? Search Engine Journal breaks it down: experience-driven insights help establish authority with both human readers and algorithmic systems.
Don’t Forget References (and Internal Links)
Google rewards content that links out to credible sources — and just as importantly, content that links within your own website. When prompting AI to help write your blog posts, include reference articles to support your content and enhance credibility. For example, here are references that support this blog:
- Generative AI to create content: To use or not to use it?
- How Can Small Local Service Businesses Use AI To Improve Their Digital Marketing?
Also, make sure to link to your own cornerstone content. This not only supports your SEO strategy through topic clusters, it also guides visitors deeper into your website. If you’re unsure how internal linking boosts rankings, check out our page on Technical SEO integration and our Basic Website Package — both designed to help small business owners generate inquiries from day one.
Adding internal and external links is a simple but powerful way to show both users and search bots that your content is well-connected, relevant, and trustworthy.
Bonus Tips to Get the Most Out of AI
- Always edit the final output. Don’t publish raw AI content. Add your personal experiences, change words, refine tone.
- Use AI as a writing assistant, not a replacement. Think of it as an intern who needs direction.
- Ask questions as you prompt. Example:
“Before you begin, ask me if you need clarity on my certifications, tone, or audience.”
Why? Because a great writer always clarifies before creating. AI can do the same — if you train it to.
Why This Works (SEO + AI Best Practices)
- Establishing authority through details like certifications and personal anecdotes signals trust to both readers and search engines
- Answering potential queries in detail ensures your content aligns with what users are searching for
- Insight = experience, and experience is the “E” in EEAT — one of the key things Google evaluates
According to Search Engine Land, Google’s algorithms now lean more heavily on content that displays genuine expertise, especially in YMYL (Your Money, Your Life) topics — but the same rules are being applied more broadly to all types of business content.
AI isn’t your enemy. It’s your ally — if you know how to use it properly. Don’t let your content get lost in a sea of sameness. Use your story, your experience, and your voice. Feed that into AI, and you’ll get back content that truly represents your brand — and ranks.
Let me know if you have any questions, you know how to get in touch!
