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
2. Federico Vanni Head of Organic Marketing @ SmartBuyGlasses Optical Group
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.
4. AI & ChatGPT in SEO
5. It is a new tech revolution and everyone is freaking out…
6. It has been renamed into: AI WARS
7. People are downloading Microsoft Edge instead of Chrome
9. Media have resuscitated a favourite trending topic: “Is SEO Dead?”
10. SEO is not dead because SEO is immortal
11. Will ChatGPT replace search engines? Let’s ask it ourselves!
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.”
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.
14. Is it safe to use AI for SEO?
15. AI SEO tools have been growing exponentially
16. What does thinks about AI? https://developers.google.com/search/blog/2023/02/google-search-and-ai-content
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
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
19. But Google will never find out right? Nope… *OpenAI has confirmed that ChatGPT content will be watermarked in one of the next releases.
20. So what should we do? E-E-A-T https://developers.google.com/search/blog/2023/02/google-search-and-ai-content
21. HELPFUL RELIABLE PEOPLE- FIRST Content in the AI era: These are all things AI can’t do (yet) .
22. How should we NOT use AI for SEO?
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)
25. So what should we not do?
26. So what should we not do?
27. How should we use AI for SEO?
28. https://sparktoro.com/blog/ai-generated-content-is-the-new-floor/
29. Content 2.0 https://moz.com/blog/content-evolving-with-ai-whiteboard-friday
30. AI tools are a spark plug for imagination and help SEOs explore their curiosity.
31. Content Research - Keyword Research - Topic Research - Keyword clustering - Mapping & intent
32. Content Ideation - Content briefs - Related topics - Related Keywords - Relevant questions - FAQs
33. Content Creation - Content Writing - Meta descriptions - SEO Titles & ALT tags - Product Descriptions - Featured Snippets - Get facts/data/ sources to reference
34. Content Optimisation - Rewrite content to improve your current rankings by targeting competitors in P 1-3
35. Tech SEO - Schema Markup - Robots.txt, - Sitemaps - Hreflang & more
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
37. Let’s not forget the most important part: Human Elevation
38. What is going to happen long-term?
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
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.
41. Thanks!
42. Q&A Connect with me on LinkedIn