AI & ChatGPT in SEO: Striking the Balance Between Innovation and Best Practice

In this event, we will delve into the allure of artificial intelligence, specifically Chat GPT, for brands in the context of SEO content strategies while emphasizing the need for cautious adoption.

The undeniable power of this cutting-edge technology will inevitably impact the SEO landscape, and it becomes crucial for brands to prioritize the core elements of 'search'.

I will briefly outline these key factors and then examine AI's potential benefits and limitations in addressing these aspects (including essential components like E-E-A-T, originality, brand voice, and more).

To conclude, the audience will be engaged in reflecting on the long-term consequences of AI implementation in search, and best practices for incorporating AI into SEO strategies in the immediate and longer-term future will be shared.

Transcript

1. Federico Vanni – Head of Organic Marketing @ SmartBuyGlasses Optical Group
   AI & ChatGPT in SEO:
   Striking the Balance
   Between Innovation and
   Best Practice
   12 MAGGIO - 17.00-18.00
   

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2. Federico Vanni
   Head of Organic Marketing @
   SmartBuyGlasses Optical Group
   

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3. SmartBuyGlasses is a leading global eyewear retailer.
   With over 15 years of expertise in the eyewear industry,
   SmartBuyGlasses sells an extensive range of eyeglasses,
   sunglasses, and contacts at accessible prices.
   SmartBuyGlasses is at the forefront of trending eyewear,
   addressing the customer’s each and every need.
   

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4. AI & ChatGPT in SEO
   

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5. It is a new tech revolution and everyone is
   freaking out…
   

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6. It has been renamed into: AI WARS
   

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7. People are downloading Microsoft Edge instead of Chrome
   

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9. Media have resuscitated a favourite trending
   topic: “Is SEO Dead?”
   

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10. SEO is not dead
    because SEO is immortal
    

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11. Will ChatGPT replace search engines?
    Let’s ask it ourselves!
    

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12. A better answer to this question is:
    “AI is not going to replace SEOs but
    SEOs who are able to work with AI
    might do that instead.”
    

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13. AI #1 GOAL
    To perform manual and repetitive tasks
    better and faster than humans.
    It is a technology designed to
    make our work and life easier.
    

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14. Is it safe to use
    AI for SEO?
    

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15. AI SEO tools have been growing exponentially
    

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16. What does thinks about AI?
    https://developers.google.com/search/blog/2023/02/google-search-and-ai-content
    

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17. AI-generated content it’s ok for Google if:
    1. It is original and high quality
    2. It satisfies the helpful content system
    3. It doesn’t propagate misinformation
    4. It isn’t created with the purpose of
    manipulating search results
    5. It demonstrates E-E-A-T
    

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18. Does this means that we can copy and paste
    content from ChatGPT? Hmm..not quite...
    https://developers.google.com/search/docs/essentials/spam-policies#spammy-automatically-generated-content
    

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19. But Google will never find out right? Nope…
    *OpenAI has confirmed that ChatGPT content will be watermarked in one of the next releases.
    

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20. So what should we do? E-E-A-T
    https://developers.google.com/search/blog/2023/02/google-search-and-ai-content
    

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21. HELPFUL RELIABLE
    PEOPLE-
    FIRST
    Content in the AI era:
    These are all things AI can’t do (yet)
    .
    

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22. How should we NOT use
    AI for SEO?
    

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24. So what should we not do?
    ● Ctrl+C/Ctrl+V ChatGPT content
    ● Create unhelpful/ generic / uninspiring
    content without unique expert insights
    ● Publish too much content too quick
    ● Assuming that ChatGPT information is
    factually correct especially for YMYL pages
    (e.g. health or financial advice)
    

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25. So what should we not do?
    

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26. So what should we not do?
    

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27. How should we use
    AI for SEO?
    

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28. https://sparktoro.com/blog/ai-generated-content-is-the-new-floor/
    

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29. Content 2.0
    https://moz.com/blog/content-evolving-with-ai-whiteboard-friday
    

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30. AI tools are a spark plug for imagination and
    help SEOs explore their curiosity.
    

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31. Content Research
    - Keyword Research
    - Topic Research
    - Keyword clustering
    - Mapping & intent
    

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32. Content Ideation
    - Content briefs
    - Related topics
    - Related Keywords
    - Relevant questions
    - FAQs
    

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33. Content Creation
    - Content Writing
    - Meta descriptions
    - SEO Titles & ALT tags
    - Product Descriptions
    - Featured Snippets
    - Get facts/data/ sources
    to reference
    

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34. Content Optimisation
    - Rewrite content to
    improve your current
    rankings by targeting
    competitors in P 1-3
    

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35. Tech SEO
    - Schema Markup
    - Robots.txt,
    - Sitemaps
    - Hreflang & more
    

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36. Link-Building
    - Get a list of experts that
    have published about a
    certain topic
    - Provide a list of relevant
    podcasts or YouTube
    channels to pitch to be a
    guest of
    

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37. Let’s not forget the most important part:
    Human Elevation
    

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38. What is going to happen
    long-term?
    

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39. 1. SEO competition will skyrocket
    2. Off-Page will become even more the n.1
    ranking factor
    3. Authors authority will be emphasised
    4. Original Research and Data will be rewarded
    5. Zero-click search will increase
    6. Growth of segmented niche search engines
    

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40. Final Takeaway
    The industry is changing fast but you will win this
    by staying ahead of the trends.
    Embrace AI to accelerate your growth and use it
    as a tool not as a replacement of your SEO team.
    

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41. Thanks!
    

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42. Q&A
    Connect with me
    on LinkedIn
    

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