Solar Company Abandons AI for Journalist-First Strategy

My defining moment came in early 2024 when I made the unapologetic decision to completely abandon our AI-generated content strategy at SunValue—despite having months of work and budget invested. While competitors were doubling down on automated content, I noticed our traffic becoming increasingly volatile after Google's algorithm updates.

I pivoted to what I called a "journalist-first" editorial model, blending expert interviews with local solar installation case studies. This meant higher costs, longer production times, and my team questioning whether we were moving backwards while others scaled with AI.

The change was dramatic. Within six months, our referring domains increased by 27% and our content started earning organic backlinks from major publications like Realtor.com without any outreach. Our "Solar & Home Value" collaboration with real estate analysts became one of the most shared pieces in our niche, generating 12 authoritative backlinks.

My advice: When everyone zigs, consider zagging—especially in oversaturated markets. The biggest opportunities often come from doing the opposite of what seems efficient. Sometimes the "slower" path creates defensible advantages that AI-first competitors can't replicate.

Nina Golban, Search Engine Optimization Copywriter, SunValue