SEO tools are great for surfacing keyword & content opportunities based on existing data (ranking URLs, monthly search volumes, etc.)
Where they fall short - and will always fall short - is being able to provide guidance on *actual subject matter expertise.*
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Where they fall short - and will always fall short - is being able to provide guidance on *actual subject matter expertise.*
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The problem arises when many SEOs rely on the same set of tools for their research, b/c the tools are all working with the same data sets (more or less)
If everyone blindly follows the advice of SEO tools, it will ultimately lead to content that basically all says the same thing
If everyone blindly follows the advice of SEO tools, it will ultimately lead to content that basically all says the same thing
The same can be true for copywriters without actual subject matter expertise; if writers are relying on Google searches to inform the articles they are writing, they are all looking at the same sources of information and probably ultimately all just saying the same things.
Google has made it abundantly clear in recent years that unique/original reporting is one of its main criteria for ranking, especially in News & Discover, and most recently they reiterated the same concepts with the Product Review Update. 
The missing ingredient and (IMO) the key to success is to loop in actual experts to collaborate in the content creation process.
They might provide insights that don't even exist on Google yet, but that expertise could prove to be the most helpful/engaging for users.
They might provide insights that don't even exist on Google yet, but that expertise could prove to be the most helpful/engaging for users.
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