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.
