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Using ChatGPT effectively for SEO
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SEO, PPC and AI in 2023 and Beyond
- 1. LILY RAY & INNA ZEYGER | SMX MUNICH | MARCH 2023 IN 2023 & BEYOND
- 3. AI entering the SEO discussion in 2023…
- 5. But they will change and enhance the way people search. AI chatbots will not replace search.
- 6. “I just want to be very clear: Bard is not search.” – Jack Krawczyk, Bard product lead
- 7. AI will not replace SEOs… but SEOs should learn how to use AI.
- 8. AI tools can create significant efficiencies for SEO, but don’t misuse them.
- 9. There is more to SEO in 2023 than AI – don’t forget about the other major forces at play.
- 10. Big Trends Affecting SEO
- 11. Big Trends Affecting SEO Multiple concurrent ranking systems BERT Crisis Info Deduplication Freshness Helpful Content Link Analysis + PageRank Local News MUM Neural Matching Page Experience Rankbrain Site Diversity Spam Detection Exact Match Domain Original Content Removal-based demotion Passage Ranking Reliable Info
- 12. Big Trends Affecting SEO: Competition from Amazon & TikTok
- 14. The New Bing
- 15. Bard • Initial release uses LaMDA • Not released yet and we don’t know when it will be • Google is focused on AI ethics & responsibility • Jack Krawczyk, product lead for Bard: “Bard Is not search.” • Bard is a “creative companion” to help spark creativity, explore curiosity
- 16. The chatbots have room for improvement…
- 17. What does Google say about AI?
- 18. AI content can be OK if… 01 IT IS original & high-quality IT DEMONSTRATES E-E-A-T 02 IT SATISFIES the Helpful Content System 03 IT DOESN’T propagate misinformation 04 IT ISN’T created with the primary purpose of manipulating search results 05
- 19. However, there are 3 important caveats Google recommends including author names (for some content) Google recommends disclosing use of AI Google recommends against listing AI as the “author” of the content
- 20. If tools like Copyleaks can instantly detect ChatGPT content, Google probably can too.
- 21. AI Content | A Cautionary Tale • Published brand new niche site • Scraped relevant People Also Ask questions & used GPT3 API (not ChatGPT) to answer across ~10k URLs • Added a few links from other sites
- 22. AI Content | A Cautionary Tale
- 23. Big Updates to QRG & E-E-A-T in December 2022
- 25. Waiting for the next core update: quality raters are busy
- 26. REMEMBER: we haven’t seen the full manifestation of the new “Experience” signal in the algorithms yet
- 28. From my keynote last year Coming Soon to a Country near you
- 29. The Product Reviews Update has arrived in Germany
- 30. No evidence of first-hand experience or thorough testing of products The Product Reviews Update
- 32. Launched in August 2022
- 33. Updated in December 2022
- 34. CREATED A NEW SITE-WIDE SIGNAL The “unhelpful content” classifier
- 35. If the majority of site content is “unhelpful”, a site-wide ranking demotion is applied …even for “helpful” content.
- 36. actually What means: SEO spam “In search of content with little value, low-added value, or that is not particularly helpful” speak What the classifier looks for…
- 37. The (un)helpful content classifier: • Is automated • Uses machine learning • Runs continuously • Is not a manual action • Can affect a site at any time • Can be “lifted” after unhelpful content is removed
- 38. Categories Impacted Lyrics sites Guitar chords Adult sites Travel blogs Grammar sites Aggregator sites Product manuals (duplicate content) Low-quality affiliate sites
- 39. Rapid Growth Before Decline Many affected sites exhibit this pattern…
- 40. What makes the content “unhelpful”?
- 41. Sites pretend to be experts on too many topics
- 42. Information is generic without unique or expert insights
- 43. Information lacks detail or specificity
- 44. Content velocity & topic selection seem to reflect an “SEO-first” approach
- 45. Overwhelming ads & affiliate links (correlation, not causation)
- 47. When used carefully, ChatGPT & AI content tools can be tremendously valuable for SEO …but they come with risks.
- 48. Excel formulas Robots.txt directives Regex commands JSON CSV HTML Markdown Tables Generate: Using ChatGPT effectively for SEO
- 49. Excel formulas Robots.txt directives Regex commands JSON CSV HTML Markdown Tables Generate: Using ChatGPT effectively for SEO
- 50. Summaries FAQs Grammar/spelling review Translation Key takeaways Opportunities for improvement Fact checking Generate: Using ChatGPT effectively for SEO [paste entire article]
- 51. Summaries FAQs Grammar/spelling review Translation Key takeaways Opportunities for improvement Fact checking Generate: Using ChatGPT effectively for SEO
- 52. Summaries FAQs Grammar/spelling review Translation Key takeaways Opportunities for improvement Fact Checking Generate: Using ChatGPT effectively for SEO
- 53. What not to do… • Copy-paste ChatGPT content • Especially on Your Money, Your Life (YMYL) topics!
- 54. What not to do… Assume ChatGPT actually knows what it’s talking about
- 55. Takeaways • Use AItoincrease efficiency, butbecareful misusing AIcontent • Helpful contentrequires effort • Takingshortcutscancatchuptoyou • Insteadoffocusing on scale, focus oncontent qualityandE-E-A-T • Stayinyour lane • Investinyourauthors’online reputation&build outtheirKnowledge Graphs
- 56. PAID SEARCH
- 58. The sobering reality of uncertainty
- 59. Me finally making enough money to make a living Inflation
- 60. Inflation Rates & Recession Fears
- 61. Shifting consumer behavior • Trading down • Reticence to invest in high-ticket items or services • Investing in products and services for longevity
- 62. In a world gone mad… Major layoffs Thanks ChatGPT! Zoom = crime against humanity Cookies go away Robots take over RECESSION! UK does something... again Big news from Antarctica Elon buys Google Lily in NYC > 2 weeks
- 63. At the beginning of the pandemic, how many of you had to reduce media spend?
- 64. In the last 6 months, how many of you or your clients have pulled back on media investment?
- 65. Continue to invest in search advertising
- 66. Don’t Stop Advertising. Pull back if necessary, but please don’t stop.
- 67. Outcomes Results from many companies who did not pull back spend & increased investment How long it took companies that pulled spend by 50% to return to pre- recession sales revenue How long it took companies that pulled all media spend to return to pre-recession sales revenue
- 68. Optimize with a scalpel, not a sledgehammer
- 69. You don’t have to outspend your competition, …you have to outsmart them.
- 70. Get a Better Conversion Rate • Better Qualify Your Traffic • Optimize to Deeper KPI’s • Consider Lead Quality
- 72. “Nearly 40% of Gen Z prefers using TikTok & Instagram for search over Google.” – Prabhakar Raghavan, SVP, Google
- 73. In late 2022, TikTok launched an UK ad campaign positioning it as a Google replacement
- 74. •Access to Gen Z & Millennials •Competitive pricing, possibly better ROI •Expansive reach and unparalleled engagement •Clunky UI •Rollout? TikTok Search Ads – The Future?
- 75. Automation & AI
- 76. Google, Microsoft, Facebook & most platforms have already embraced…
- 77. Core marketing principals & process Enabled Technologies for AI & ML Skilled People Manu-Automation Strategic Marketers + Machine learning = Results Intelligent Delivery This powerful combination maximizes digital spend for the highest ROI.
- 78. Invest in Landing Page Experiences • Personalize the user experience • Ensure landing page fulfills the promise of the ad • Prioritize by conversion potential / volume
- 79. Takeaways • Don’tstop investing insearch • Get abetterconversion throughoffline conversion trackingandintegration • Algorithmic biddingis your friend,aslong as you havequalitydata • Optimizewithascalpel, not asledgehammer
- 81. Visualizing SEO & PPC Data
- 82. GSC keyword data for paid search keyword expansion / remarketing Sharing is Caring
- 83. Organic & paid overlap & expansion opportunities • Multi language keyword expansion • Identify and prioritize keywords too expensive for paid search but able to rank organically
- 84. Organic & paid overlap & expansion opportunities • Sharing top performing search ads and top titles & descriptions • GMB listings
- 85. Top content / organic landing pages •Remarketing to top content/SEO ranking pages with specific ad copy related to content •Drive them to more conversion friendly landing pages
- 86. We're working with the same search demand… Measure & Analyze •If both align, it's likely a marketplace / demand challenge •If one or the other is markedly different, paid media challenge