Why using AI to create YMYL experts is a REALLY bad idea
Uncover the disturbing trend of AI-generated authorities and scammy link building tactics, plus its detrimental impact to the SEO industry.
Last year something odd happened.
I was working on a project for a client and needed some expert insight from a sports science expert.
I put out a request on Response Source, a popular platform where journalists and PRs seek out expert comments to add to their stories and campaigns (a bit like a premium version of HARO).
The idea is that this is a win-win for both parties. Those working on the story or campaign get access to valuable expert insight, and the experts get a plug (or, better yet, a link) to their business.
I hoped I would get some comments from a nutritionist, coach, personal trainer, or someone with similar qualifications.
Often underqualified people would send quotes, but getting someone overqualified is rare. This is why it was a surprise when one of the responses was from a doctor, a British general practitioner (GP) working in London.
The responses to the question themselves about how athletes cope in high temperatures were unremarkable:
“Risks of Heat Stress Disorders among players High temperature invokes physiological responses in the body that hinder the players’ health and performance. The players may suffer from the heat-stress disorder. The condition is characterized by heat cramps, heat exhaustion and heat strokes.”
Neither too vague nor too salesy, and would’ve fit quite nicely in the campaign – an adequate pitch, in other words.
I thought it was quite odd that a GP had taken the time to respond, though. Perhaps she was trying to promote a private practice?
I clicked the link in her profile and it did not lead to a home page for a private GP practice.
Instead, it was the About Us page of an ecommerce website selling… sex toys.