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How many times do you hear “AI” every day?
It feels like every SaaS company is using it, talking about it, or figuring out how to integrate it more effectively. And for good reason - AI is transforming SEO by automating tasks, analyzing data, and generating content at scale, but without human creativity, strategy, and critical thinking, your SEO will fall flat. The best results come when AI and human expertise work together.
Let’s break down why this combo is the key to building SEO campaigns that actually drive results.
AI is an incredible tool, but it works best when paired with human insight. Here’s why SaaS companies should use AI to enhance their SEO efforts, rather than relying on it entirely:
AI is excellent at analyzing search trends and competitor data, but it doesn’t automatically understand the nuances of your target audience. It needs input to:
When you provide AI with this context, it becomes far more effective in shaping content that resonates with your audience and aligns with their needs.
AI can generate content quickly, but without human oversight, it often lacks depth, originality, and a brand voice. To make AI-written content work, it’s essential to:
For example, if AI generates a post on “SaaS Pricing Strategies,” it might list generic pricing models. A human expert can take it further by adding case studies, comparisons, and actionable insights that make the content truly valuable.
SEO success depends on understanding the intent behind searches. AI can categorize queries, but it doesn’t always grasp the subtle shifts in intent. Consider these examples:
Human writers and strategists know how to tailor content accordingly, ensuring it meets searchers where they are in the funnel.
Backlinks are still a massive SEO ranking factor, but AI can’t:
AI can assist in outreach strategy, but human creativity and networking remain essential for high-quality link acquisition.
Google’s algorithms change constantly, and while AI tools can adapt to some updates, they can’t predict why changes are happening. Human SEOs:
Take Google’s Helpful Content Update, for example - many AI-generated sites got hit hard because the content wasn’t truly useful. Human-led SEO ensures your SaaS brand focuses on quality over quantity.
Neil Patel, in his article "AI vs Human: Who Writes Better Blogs That Get More Traffic?", dives into an interesting comparison between AI-generated and human-written content. His study found that human-written blogs pulled in 5.44 times more traffic than those created by AI.
Even when factoring in efficiency, human-generated content still attracted more visitors per minute spent writing (4.10 visitors vs. 3.25 for AI). Patel acknowledges AI’s usefulness in speeding up content production but highlights its limitations - AI struggles to capture the emotional depth and nuanced insights that make content truly engaging. His takeaway?
AI can be a great assistant, but human creativity is still the key to crafting high-performing content.
Reddit - the bustling bazaar of the internet, where experts and armchair enthusiasts alike gather to debate everything from the best pizza toppings to the future of artificial intelligence. When it comes to the AI vs. human content showdown, Redditors don't hold back.
In a lively thread on r/singularity, users dissected the evolution of AI in content creation. One user quipped, "When they say human performance, does that mean the average performance? Or is it the most capable human at that task?" .
Another chimed in, "The majority of people can't code. Beating the average human really isn't all that impressive in most tasks." .
These discussions highlight a recurring theme: while AI can mimic human writing, it often lacks the depth and authenticity that resonate with readers. As one Redditor aptly put it, "Tests designed for humans often exploit the fact that no human has read all volumes of an encyclopedia or has unlimited memory... when the same test is given to the AI... the results turn out fantastic and the AI is declared 'great improviser' even though it never improvised." .
The consensus? AI is a powerful tool, but when it comes to creating content that truly connects, there's still no substitute for the human touch. So, while your next blog post might benefit from a sprinkle of AI-generated insights, don't forget to add your unique voice - after all, that's what keeps your audience coming back for more.
AI can analyze vast amounts of data, spot patterns, and even predict trends (in some cases)- but here’s the catch: it doesn’t know your customers. At least, not the way you do.
SaaS companies thrive on understanding their customers' pain points, motivations, and unique behaviors. AI can gather data, but it can't interpret the emotions, challenges, or aspirations behind each search query. For example:
AI can’t pick up on the nuances that come with human understanding. It can’t feel the frustration of your customers when they hit roadblocks or the excitement when they discover solutions. That’s where you come in.
As a SaaS expert, you know:
AI simply processes data - it doesn’t experience your customer journey. This is why human expertise is critical in creating SEO content that resonates. By understanding your audience at a deeper level, you can craft messaging that speaks directly to their needs, builds trust, and ultimately converts them into loyal customers.
AI is an incredible asset, but it’s most effective when used strategically. Think of it like a calculator - it can process complex calculations faster than you can, but it still requires input and context to deliver the right results. Rather than using AI just to create more content, leverage it to:
When AI is paired with human creativity and expertise, it becomes a powerful force for SEO success. By feeding AI the right information and using it to enhance, rather than replace, human input, SaaS companies can create smarter, more effective SEO strategies that drive real results.
Michael is a Partner at Conifr and oversees operations. Michael has been in web development, digital marketing, and analytics for nearly two decades, with experience running agencies and leading in-house marketing teams. He has led integrated digital marketing teams for both paid search and SEO across household name brands, such as Norwegian Cruise Line and 1-800-Pack-Rat. Michael specializes in strategy, business development, and analytics. Before Conifr, Michael was the Chief Marketing Officer at a sustainability focused online gaming startup.
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We are based in Bend, OR but have team members across the United States and work with companies throughout North America and Europe.
