Leveraging leadership skills to work with AI

BrightonSEO April 2024

In this session, Luke delves into the transformative power of combining leadership prowess with generative AI! Discover actionable strategies to seamlessly integrate AI into your SEO workflows, supercharging efficiency and results.

Through practical SEO-related examples, Luke unveils the art of crafting high-impact prompts that leverage leadership and management skills as well as introducing an approach to think of your AI tools as budding apprentices, that need to be guided, coached and developed.

This talk should serve as a reminder as to why leadership and management skills are essential and should not be forgotten in the world of AI. It's not just about technology; it's about harnessing human skills to amplify AI capabilities.

Transcript

1. Leveraging leadership skills to work with AI Luke Gosha Reddico Digital @lgosh Speakerdeck.com/lgosha
2. Why Leadership Skills & Artificial Intelligence? 2
3. Let’s go back 12 months ago 3
5. Kübler-Ross Change Model Curve Shock Surprise or shock at the event Denial Disbelief: Looking for evidence that it isn’t true Frustration Recognition that things are different Depression Low mood: lacking in energy Experiment Initial engagement with new situation Decision Learning how to work in the new situation: feeling more positive Integration Changes integrated: a renewed individual
6. 6 A fear of Artificial Intelligence taking over
7. As AI becomes more integrated this brings challenges 7 01 AI development and integration is moving fast 02 It can be difficult to keep up with what’s going on 03 There is uncertainty around ethics
8. Fear not, as humans we have skills We should embrace what makes us, us. We have empathy, creativity and strategic thinking We can automate mundane tasks We can free up our time to focus on areas we enjoy
9. By the end of this talk we are going to overcome our fear of the AI takeover
10. Show you how we can use human USPs to get the most out of AI
11. You will leave with practical ways to get the most out of your prompts 11
12. 12 You will shift your mindset and take on a new approach and relationship with AI
13. Strictly Private & Confidential 13 01. Power of Prompting 02. What Makes Good Leaders? 03. Leadership & AI 04. SEO Based Examples 05. Summary / Wrap Up
14. The power of prompting 01
15. What is Prompting? 15
16. A "prompt" refers to the input or questions given to a gen-AI model. It serves as a starting point for the AI to generate a response or perform a specific task. 16
17. The quality of the prompt directly influences the quality of the AI's output 17
18. A well-crafted prompt can yield highly accurate, relevant, and insightful responses 18
19. A vague or poorly constructed prompt may result in less useful outputs 19
20. But we have been accustomed to searching… 20
22. Search engines rely on a query (input) to deliver a set of results (output) 22
23. Tools like Chat-GPT are not search engines, they are 23 Large Language Models
24. Viewing GPT in such ways will not yield high quality results 24
25. Prompts > Queries
26. Prompting is a 26 Process
27. It needs the right amount of time and effort. Much like cooking.
28. Cooking is a process 28 Marinade Season Prepare Grill Check Temp Combine Plate Up Garnish Serve Enjoy! :)
29. The Anatomy of a Prompt 29
30. Strictly Private & Confidential 30 Create a landing page for Reddico
 Certainly! Below is a sample landing page copy for Reddico, a hypothetical company. Please note that the copy is designed to be SEO-friendly, incorporating relevant keywords and calls-to-action to improve search engine rankings and user engagement.
 
 Reddico: Your Trusted Partner in Digital Excellence
 
 Elevate Your Business with Our Comprehensive Digital Solutions
 
 Why Choose Reddico?
 
 At Reddico, we're not just another digital agency. We're your strategic partner committed to delivering measurable results. With our data-driven approach, we offer tailored solutions that fit your unique business needs.
 • Expertise: Over 10 years in the industry 
 • Quality: 98% customer satisfaction rate
 • Innovation: Cutting-edge tools and technologies
 You ChatGPT Input is non-descriptive, no context Output not ideal, not bespoke, tailored or specific
31. 31 It’s not ideal
32. 32 Instead, we want to approach prompting in the following ways: 1. Specify Role - Tell GPT what role you want it to serve, e.g expert copywriter, data analyst, SEO expert 2. Specify Task - Tell it what output you want, what you are hoping to achieve 3. Specify Background - Give it context, additional supporting information 4. Specify Understanding - Ask it questions, it may have follow up questions.
33. Be Specific Give Context Give Mindset 33
34. Constructing Prompts 34
35. We want landing page content for the Reddico Site about the Helpful Content Update 35 The Brief
36. 36 Specific Role Specific Task Specific Background Ask Questions For this chat, assume the role of an expert-level SEO copywriter. You've studied the copywriting techniques of David Ogilvy, Claude Hopkins, John Caples and Rosser Reeves. You are a world-renowned SEO, especially for your ability to share SEO insights by writing compelling articles and leveraging copywriting techniques such as PAS, AIDA, FAB and others. You have delivered amazing SEO results for clients are a thought leader in the industry. You have studied SEO tactics and techniques of Aleyda Solis, Marie Haynes, Lillie Ray, Barry Schwartz, Seth Godin and Rand Fishkin.
 
 You will be writing landing page copy for Reddico, found at Reddico.co.uk. Reddico is an SEO agency, that helps drive SEO success for clients. The landing page copy will be about the Helpful Content Updates that Google have released, what it means for SEOs and key insights that should be applied to SEO strategies. You will also include a timeline of Google's Helpful Content Update and the ranking factors that matter with regard to this update.
 
 Reddico is trying to appeal to audiences of 25-45 year olds who are interested in search marketing. They may be new to SEO concepts and are not experts in the field. They are eager to learn more about the world of SEO and will be concerned about how they can adopt SEO strategies and expert agencies to help them.
 
 Before we get started and I give you a prompt for landing page copy, what other information do you need, or questions do you have?

37. Engage in a conversation 37
38. 38 To craft a compelling and effective landing page copy for Reddico, I'd like to gather a few more details:
 
 1. Target Keywords: Are there specific keywords or phrases that Reddico wants to target with this landing page? This will help in optimizing the copy for SEO.
 2. CTA (Call to Action): What specific actions do you want the audience to take after reading the landing page? For example, should they sign up for a newsletter, request a consultation, or simply learn more about a particular service?
 3. Tone and Style: Given that the audience is 25-45 years old and interested in search marketing but not experts, should the tone be educational yet straightforward, or are you looking for something more technical?
 4. Content Length: Do you have a preferred word count for the landing page? This can impact how in-depth the content can go.
 5. Visual Elements: Will there be any accompanying visual elements like infographics, videos, or images? Knowing this can help in crafting the copy to align with these elements.
 6. Competitive Landscape: Are there any competitors' landing pages that you admire or would like to differentiate from?
 7. Legal or Compliance Requirements: Are there any legal statements or disclaimers that need to be included in the copy?
 8. Deadline: What is the timeline for this project?
 
 Once I have these details, I can proceed with crafting a landing page copy that not only informs but also engages and converts.
 
 Answer all questions Have a conversation
39. 39 All questions answered in a numbered list Followed by a follow up question for more Perfect, to answer your questions, please see the list below:
 
 1. Target Keywords: The target keywords for this article will be [helpful content update and why it matters], [what is the helpful content update], [how can i showcase E-E-A-T], [helpful content update timeline], [helpful content ranking factors]
 
 2. CTA (Call to Action): With regards to CTA's I want users to read more articles related to the subject, sign up for a newsletter and request a consultation.
 
 3. Tone and Style: The tone should be educational and straightforward. Avoid using complex language and explain technical jargon in easy-to-understand definitions.
 
 4. Content Length: I would like content depth to be thorough, aim for 2000 to 3000 words. 5. Visual Elements: I would like a visual timeline of Google's helpful content updates. 6. Competitive Landscape: Yes these are the competitor pages that I admire - https://www.mariehaynes.com/the-september-helpful-content-update-w hy-you-were-affected-and-what-you-can-do/ , https://www.searchenginejournal.com/googles-helpful-
 content-update-rolls-out-7-things-to-know/462610/, https://searchengineland.com/what-is-Helpful-content-google-387360 
 
 7. Legal or Compliance Requirements: No legal disclaimers are needed in this content 8. Deadline: We are hoping to go live with this article as soon as possible
 
 Any other questions before I give you the prompt?
 

40. Strictly Private & Confidential 40 Ok thanks, before I give you the prompt for the landing page copy, are you able to please summarise this chat so far, in a succinct way, as if it's a reminder of everything we have determined so far?
 Certainly! Here's a succinct summary of our discussion so far:
 • Objective: Crafting a landing page copy for Reddico, an SEO agency, focusing on Google's Helpful Content Updates and their implications for SEO strategies.
 • Target Audience: Individuals aged 25-45 who are interested in search marketing but are not experts. They are eager to learn and possibly engage with expert agencies.
 • Target Keywords: [helpful content update and why it matters], [what is the helpful content update], [how can I showcase E-E-A-T], [helpful content update timeline], [helpful content ranking factors]
 • CTA: Encourage users to read more articles on the subject, sign up for a newsletter, and request a consultation.
 • Tone and Style: Educational and straightforward, avoiding complex language and explaining technical terms in layman's terms.
 • Content Length: Aiming for a thorough depth of 2000 to 3000 words.
 • Visual Elements: Include a visual timeline of Google's Helpful Content Updates.
 • Competitive Landscape: Admires pages from Marie Haynes, Search Engine Journal, and Search Engine Land.
 • Legal Requirements: No legal disclaimers needed.
 • Deadline: As soon as possible.
 I'm now ready for the prompt to begin crafting the landing page copy.
 You ChatGPT Summarising what we have told it and what it has learnt about our needs
41. 41 Don’t worry about repetition Great, please keep ALL of that in mind every step of the way and compose through leading landing page copy for Reddico, an SEO agency, about the Helpful Content Updates that Google have released, what it means for SEOS and key insights that should be applied to SEO strategies. 
 
 Remember you are a world-renowned SEO expert who has delivered amazing SEO results for clients and is a thought leader in the industry. You have studied the SEO tactics and techniques of Aleyda Solis, Marie Haynes, Lillie Ray, Barry Schwartz, Seth Godin and Rand Fishkin.
 
 The target audience are 25-45 interested in search marketing but not SEO experts.
 
 The copy should explain what the helpful content update is, the timeline of the rollout of helpful content updates, the key learnings from these updates, the role it plays in Google ranking algorithm and what it means for SEO and key insights that should be applied to SEO strategies
 
 The tone should be engaging, educational and straightforward. Any technical jargon should be defined in an easy-to-understand way, whilst showcasing your world-renowned SEO knowledge and success.
 
 The final copy should reflect expert-level copywriting techniques, with content depth, aiming for 2000-3000 words with varied sentence lengths and a strong and engaging voice that keeps the reader hooked from start to finish.
 

42. Remind GPT of what it has learnt about our objectives 42
43. The Outcome… 43
44. 44 Unlocking the Secrets of Google's Helpful Content Updates: Your Roadmap to SEO Success
 
 Introduction
 Hello, digital explorers! Welcome to Reddico, where we demystify the labyrinthine world of SEO so you can focus on what you do best-running your business. Today, we're diving deep into Google's Helpful Content Updates. If you've ever wondered, "What is the Helpful Content Update?" or "How can I showcase E-E-A-T?" you're in the right place.
 
 👉CTA: Don't miss out on the latest SEO insights. Sign up for our newsletter and stay ahead of the curve.
 
 What is the Helpful Content Update?
 In the ever-evolving landscape of search engine algorithms, Google's Helpful Content Update is a game-changer. But what exactly is it? Simply put, it's Google's way of ensuring that the content you see is not just relevant but also helpful. The update focuses on E-E-A-T (Expertise, Authoritativeness, Trustworthiness), a set of criteria that Google uses to evaluate the quality of a webpage.
 
 📌Key Insight: E-E-A-T is not just a buzzword; it's a critical component of your SEO strategy.
 
 The Timeline of Google's Helpful Content Updates
 To understand the full impact of these updates, let's take a visual journey through the..

45. Results are not perfect 45
46. 46 We want to steer GPT to improve and deliver 1. Navigate - Say what’s good and what can be improved 2. Steer - Give examples of good and bad 3. Encourage - Encourage when close and finesse to the finish
47. 47 Saying what’s good and what should be improved Thanks, I really like the use of the timeline. However, it only goes up to 2021, there have been several updates since. Please could you use the information here to provide a timeline that goes up to the last helpful content update in September 2023 -
 https://status.search.google.com/products/rGHU1u87FJnkP6W2GwMi/his tory 
 
 The introduction is a bit out of tune with the tone I would like to portray. The use of words like 'digital explorers' doesn't match that of an SEO expert. With that being said I like how we set up the rest of the content theme in the introduction by saying:
 
 'Today, we're diving deep into Google's Helpful Content Updates. If you've ever wondered, "What is the Helpful Content Update?" or "How can I showcase E-E-A-T?" you're in the right place.'
 
 Could you make the introduction more succinct and to the point please, whilst avoiding words such as 'Hello digital explorers"
 
 I really like the definition of 'What is the Helpful Content Update?' - In addition to this section, could you also provide a bulleted definition of E-E-A-T please, breaking down each section of Experience, Expertise, Authoritativeness, Trustworthiness and define each one in the context of SEO, please.
 
 Are you able to also expand on the section of Why It Matters: The Role in Google's Ranking Algorithm? Consider including more information about what Google is looking for in sites that showcase High levels of e-e-a-t
 
 Please could you re-do it and improve the prompt, please.
 
 Giving examples of good and bad
48. The Output 48
49. 49 Navigating Google's Helpful Content Updates: A Comprehensive Guide to SEO Success
 
 Introduction
 Today, we delve into the intricacies of Google's Helpful Content Updates. If you're asking, "What is the Helpful Content Update?" or "How can I showcase E-E- A-T?" you've come to the right place.
 
 👉CTA: Stay ahead in the SEO game. Sign up for our newsletter.
 What is the Helpful Content Update?
 Google's Helpful Content Update aims to prioritize content that isn't just relevant but also useful. It places a strong emphasis on E-E-A-T, which stands for:
 • Expertise: The depth of knowledge demonstrated in your content.
 • Authoritativeness: The credibility your site holds in your industry, often backed by quality backlinks and positive user engagement.
 • Trustworthiness: The reliability of your site, which can be enhanced through secure protocols, clear privacy policies, and accurate content.
 
 📌Key Insight: E-E-A-T is more than an acronym; it's the cornerstone of modern SEO.
 The Timeline of Google's Helpful Content Updates
 • Early 2020: Initial discussions about a new update focusing on content quality.

50. This is where we finesse to get the ideal output 50
51. We continue until you are happy with the output 51
52. We are not looking for 100% perfection from GPT 52
53. Human intervention will be needed 53
54. Utilise Custom Instructions 54
55. Be Specific, Give it Context, Give it Mindset, Give it Reminders. 55
56. 56 Now that we have covered the art of prompting.. Let’s dive into AI and Leadership
57. What Makes a Good Leader? 02
58. Strictly Private & Confidential We have all experienced different types of leaders… 58
59. The not so good
60. And the good
61. Strictly Private & Confidential But what types of skills make good leaders… 61
62. Strictly Private & Confidential Some of the skills of good leaders 62 Vision good leaders have a clear, inspiring vision for the future. Empathy understanding and caring about the well-being of others Decisiveness making decisions confidently and taking responsibility Communication they can convey ideas clearly and engage in meaningful dialogues Clarity giving a firm sense of what should be done to achieve end goals Feedback helping to channel individuals to improve
63. Strictly Private & Confidential So what does this have to do with AI… 63
64. Leadership skills & AI 03
65. The relationship we have with AI should be that of an Apprentice / Manager…
66. We can leverage these skills to get better outputs 66 Vision Encouragement Feedback Setting Expectations Giving & Seeking Clarity Empathy & Respect
67. Reddico is trying to appeal to audiences of 25-45 year olds who are interested in search marketing. They may be new to SEO concepts and are not experts in the field. They are eager to learn more about the world of SEO and will be concerned about how they can adopt SEO strategies and expert agencies to help them. Vision Vision
68. You will be writing landing page copy for Reddico, found at Reddico.co.uk. Reddico is an SEO agency, that helps drive SEO success for clients. The landing page copy will be about the Helpful Content Updates that Google have released, what it means for SEOs and key insights that should be applied to SEO strategies. You will also include a timeline of Google's Helpful Content Update and the ranking factors that matter with regard to this update. Expectations Vision Setting Expectations
69. Encouragement 69 For this chat, assume the role of an expert-level SEO copywriter. You've studied the copywriting techniques of David Ogilvy, Claude Hopkins, John Caples and Rosser Reeves. You are a world-renowned SEO, especially for your ability to share SEO insights by writing compelling articles and leveraging copywriting techniques such as PAS, AIDA, FAB and others. You have delivered amazing SEO results for clients are a thought leader in the industry. You have studied SEO tactics and techniques of Aleyda Solis, Marie Haynes, Lillie Ray, Barry Schwartz, Seth Godin and Rand Fishkin. Vision Encouragement Setting Expectations
70. Before we get started and I give you a prompt for landing page copy, what other information do you need, or questions do you have? Clarity Vision Encouragement Setting Expectations Giving & Seeking Clarity
71. Are you able to also expand on the section of Why It Matters: The Role in Google's Ranking Algorithm? Consider including more information about what Google is looking for in sites that showcase High levels of e-e-a-t Please could you re-do it and improve the prompt, please. Feedback Vision Encouragement Feedback Setting Expectations Giving & Seeking Clarity
72. The most important Ensure your response showcase respect and empathy, as you would an employee 72 Empathy & Respect
73. Let’s see all this in motion and working together 73 Vision Encouragement Feedback Setting Expectations Giving & Seeking Clarity Empathy & Respect
74. SEO based examples 04
75. We want to cluster keywords based on similarities 75 The Brief
76. Strictly Private & Confidential The 76 input
77. Strictly Private & Confidential 77 Hey GPT, I would like you to assume the role of an expert SEO who understands how to analyse search queries and group them based on search intent and similarities.
 
 You will be carrying out a task that is known as keyword clustering. Keyword clustering is typically done by grouping keywords with the same or similar search results. The idea here is that if Google ranks the same pages for many keywords, they have the same or similar intent and should generally be targeted on the same page. You will be reviewing the list of search queries and determining if they should be grouped and targeted on a single page.
 
 The purpose of this task is for us to understand which pages to create and optimise for the specific group of search queries. We will be creating a holiday website, where users can book different types of trips to various destinations.
 
 I will provide you with a list of keywords related to holidays. before we get started, is there any further information required or do you have any questions regarding this task?
 Great, I'm ready to help with the keyword clustering for your holiday website! Before we start, it would be helpful to know a few things:
 
 1. Keyword List: Please provide the list of keywords you'd like to analyze.
 
 2. Website Focus: Are there specific types of holidays or destinations that your website will focus on? This might affect how we cluster the keywords (e.g., adventure travel, luxury resorts, family vacations, specific countries or cities).
 
 3. Current Content Structure: If you have an existing structure or specific pages already planned, knowing this can help align the keyword clusters with your content strategy.
 
 4. Competitive Edge: Are there particular aspects of holidays or destinations where you aim to specialize or differentiate from competitors?
 
 Once I have this information, I can more effectively guide you on clustering the keywords based on search intent and potential content creation.
 You ChatGPT
78. Strictly Private & Confidential 78 1. I will share the keyword list as a follow up in my next prompt.
 2. Website focus - the website is focused on providing budget-friendly holidays, which include flights and accommodation. We are specifically targeting city break trips, family holidays and popular destinations for the British public.
 3. There isn't a specific structure of content at the moment. The website we are creating will be brand new and is yet to be launched.
 4. Our competitive edge focuses on providing a full service to customers where they can plan all aspects of their trip, from flights, hotels, activities, excursions, and connecting flights. We want to be a one-stop shop for holiday bookings and planning.
 
 Are there any further questions you have or more information needed before I provide you with the keyword list?
 Thanks for the detailed overview! That information helps shape how we'll approach keyword clustering for your new website.
 
 Given your focus on budget-friendly holidays and offering a full-service booking experience, we should consider how these aspects can be highlighted within the keyword groups. Since your target audience is predominantly British, we'll also keep in mind regional preferences and terminology.
 
 Before you provide the keyword list, here are a couple more considerations to ensure our clustering aligns with your goals:
 
 1. Search Volume and Competition: Do you have data on the search volume and competition levels for the keywords? This information can help prioritize which clusters might drive the most traffic and which are more feasible to target based on competition.
 2. Keyword Intent. While I'll help identify intent through clustering, if there are any keywords where the intent isn't clear or where you believe there might be multiple intents, knowing these nuances could be useful.
 
 You ChatGPT
79. Strictly Private & Confidential 79 Thank you for uploading the file in a new format. I'll now open and review the keyword list to proceed with the clustering analysis. Let's take a look at the data.
 
 I've successfully loaded the keyword list. Here are the first few entries:
 ChatGPT Keyword Search volume Competitors last minute holiday 450,000 0.62 last minute holidays 400,000 0.62 holiday 388,000 0.59 holidays 208,000 0.59 cheap holiday 218000 0.63 The keywords have been grouped into clusters based on similarities in their textual content, which typically reflects similar search intents. Here's a summary of the clustered keywords:
 • Cluster 0: Focuses on holidays in New York ing., "new york holiday." "holiday to new york”). 
 • Cluster 1: Related to city breaks in Europe (e.g., "city breaks europe," "europe city breaks"). *Cluster 2 Concerns last-minute holiday bookings (eg., "last minute holiday." "last minute holidays").
 • Cluster 3: Targets holidays in Spain (eg. "holiday spain," "holiday to spain").
 • Cluster 4: Centers on holidays in Mexico (eg., "mexican holiday" "mexico holidays").
 • Cluster 5: General holiday searches, including budget options (eg., "holiday" "cheap holiday"). *Cluster 6: Specific to city breaks (eg, city break," "city break europe").
 • Cluster 7: Involves searches for budget holidays (eg. "holidays," "cheap holidays"). 
 • Cluster 8: Deals with city breaks, possibly for shorter or weekend trips (eg., "city breaks," "package city breaks").
 • Cluster 9: Pertains to holidays in Benidorm (eg, "benidorm holiday," "cheap benidorm holiday").
 
 These clusters can guide the creation of targeted pages. For example, each cluster represents a different type of holiday or destination, suggesting that a separate page targeting each group's specific keywords and themes might be effective. Would you like to adjust the number of clusters or need further analysis on specific clusters?
 
 
 Now, let's start by identifying potential clusters. Il group keywords based on their similarity, which indicates that they could potentially target the same page due to similar user intent and search engine results. Let's proceed with this analysis.
80. Strictly Private & Confidential 80 The steering
81. Strictly Private & Confidential 81 Cluster O: Specializes in city breaks within Europe.
 Cluster 1: Last-minute holiday bookings.
 Cluster 2: General holiday searches with terms like "holiday"
 Cluster 3: Focused on generic city breaks.
 Cluster 4: City breaks specifically during warmer times or specific months (e.g. "warm city breaks
 in February").
 Cluster 5: New York holidays.
 Cluster 6: Searches for budget and cheap holidays.
 Cluster 7: Disneyland Paris-specific holidays.
 Cluster & Deals with European city breaks.
 Cluster 9: Package holidays and All-inclusive holiday packages.
 Cluster 10: Croatia holidays.
 Cluster 11:City breaks to specific destinations
 Cluster 12: Spain holidays.
 Cluster 13: Turkey holidays.
 Cluster 14: Holidays to Japan.
 
 Great, it looks like you've defined a comprehensive set of clusters to guide the structure of your website. Here's a recap of the clusters you've selected:
 
 • Cluster O: Specializes in city breaks within Europe.
 • Cluster 1: Last-minute holiday bookings.
 • Cluster 2: General holiday searches with terms like "holiday"
 • Cluster 3: Focused on generic city breaks.
 • Cluster 4: City breaks specifically during warmer times or specific months (e.g. "warm city breaks in February).
 • Cluster 5: New York holidays.
 • Cluster 6: Searches for budget and cheap holidays.
 • Cluster 7: Disneyland Paris-specific holidays.
 • Cluster 8: Deals with European city breaks.
 • Cluster 9: Package holidays and All-inclusive holiday packages.
 • Cluster 10: Croatia holidays.
 • Cluster 11: City breaks to specific destinations.
 • Cluster 12: Spain holidays.
 • Cluster 13: Turkey holidays
 • Cluster 14: Holidays to Japan
 You ChatGPT
82. Strictly Private & Confidential 82 Brilliant, this is great, please could you summarise everything you have learnt so far in this chat.
 
 Absolutely! Here's a summary of our discussion and the steps we've taken for keyword clustering for your new holiday booking website:
 
 1. Project Overview:
 ◦ Your website focuses on budget-friendly holidays, including flights and accommodation, targeting city break trips, family holidays, and popular destinations for the British public.
 ◦ The goal is to create a one-stop shop for customers to plan all aspects of their trips, from flights and hotels to activities and excursions.
 2. Keyword Clustering:
 ◦ We started with a comprehensive list of keywords, which included search volume and competition data. The intent was mostly commercial, with some informational aspects. 
 3. Initial Clustering:
 ◦ Keywords were initially grouped into 10 clusters using a KMeans clustering algorithm based on the textual similarity and potential user intent. This was aimed to help determine which pages to create and optimize.
 4. Refinement of Clusters:
 ◦ Upon reviewing the initial clusters, we found that some could be more finely tuned. Specifically, we looked into Cluster 5, which included general holiday searches, and broke it down further into destination-specific sub-clusters (eg. Turkey, Egypt, Dubai).
 5. Further Refinement for Destination Focus:
 ◦ We refined all clusters to emphasize specific destinations where applicable. This involved adjusting the number of clusters and re-running the KMeans algorithm to ensure a more targeted grouping based on destinations and types of holidays.
 6. Final Cluster Structure:
 ◦ We finalized the clusters to specifically cater to the different aspects of holidays that your website will target:
 ◦ Clusters 0-14: These range from city breaks in Europe, last-minute bookings, general holiday searches, destination-specific holidays (like New York, Spain, Turkey, Japan). budget holidays, package holidays, all-inclusive holidays, and others.
 
 Each cluster is now tailored to support specific content creation strategies, enabling targeted SEO efforts that align with user search intents. This structured approach will help in effectively
 

83. Strictly Private & Confidential 83 Brilliant. Thank you. Could you now provide me with a CSV export of my keyword list to include a separate column for the keyword cluster name
 You
84. Strictly Private & Confidential 84 The output
85. Strictly Private & Confidential 85 Keyword Search volume Competition Cluster name last minute holiday 450,000 0.62 Last-minute Holiday Bookings last minute holidays 400,000 0.62 Last-minute Holiday Bookings holiday 388,000 0.59 General Holiday Searches holidays 208,000 0.59 General Holiday Searches cheap holiday 218,000 0.63 Budget and Cheap Holidays cheap holidays 246,000 0.63 Budget and Cheap Holidays cheapest holidays 246,000 0.63 Budget and Cheap Holidays all inclusive holiday 201,000 0.62 Package and All-inclusive Holidays all inclusive holidays 201,000 0.62 Package and All-inclusive Holidays last minute 201,000 0.4 Last minute Holiday Bookings city break 110,000 0.53 Generic City Breaks city breaks 110,000 0.54 Generic City Breaks disneyland paris 110,000 0.52 Disneyland Paris-specific Holidays
86. Strictly Private & Confidential The results were not perfect, but it gives us a starting point 86
87. We want to create content ideas for our website 87 The Brief
88. Strictly Private & Confidential 88 The input
89. Strictly Private & Confidential 89 Hi GPT, I would like you to adopt the role of an expert copywriter and content creator who is well-versed in SEO best practices and writing user-first content.
 
 I would like you to come up with content ideas for our website. Our website is Reddico.co.uk, Reddico is an award-winning SEO agency, providing expert-level consultancy to businesses. We want to create content that is topical, well-researched and provides useful insight for marketing professionals, teams and SEO experts.
 
 You will be providing content ideas, a title and a brief description of what the content piece is about and should entail. I am looking for 10-15 content ideas, that will appeal to our target audience.
 
 Before we get started, what information do you need to create content ideas? Do you have any questions?
 Great, I can help you come up with some engaging content ideas for Reddico! To tailor the content ideas specifically to your needs and audience, I'd like to know a few things:
 1. Target Audience Details: Can you provide more details about your primary target audience? Are they predominantly small to medium businesses, startups, large corporations, or a mix? Knowing their industry focus, if any, would also help.
 2. Current Content Strategy: What kind of content has performed well on your site so far? This can include topics, formats (blogs, videos, infographics), and themes.
 3. SEO Goals: Are there specific keywords or search queries you're aiming to target with your upcoming content? Understanding your SEO goals will help in crafting content that's not only engaging but also optimized for search.
 4. Competitive Landscape: What are your main competitors doing right that you admire? Is there a gap in their content strategies that you could potentially fill?
 5. Brand Voice and Style: How would you describe your brand's voice and style? Are there any specific tones or styles that you prefer to maintain across all content?
 6. Technical Constraints: Are there any specific constraints or requirements, such as content length, multimedia integration, or interactivity?
 With this information, I can generate targeted content ideas that align with your business goals and resonate with your audience.
 
 You ChatGPT
90. Strictly Private & Confidential 90 The steering
91. Strictly Private & Confidential 91 Thank you for the detailed information! It helps to have a clear picture of your audience and content preferences. Based on what you've shared, I'll now develop a range of content ideas that blend SEO expertise with engaging, research-based insights suitable for your target industries. 
 Here are some content ideas tailored to Reddico:
 3. Title: "The Future of SEO in Tech Industries"
 Description: Analyze how emerging technologies like Al and machine learning are transforming SEO practices for technology companies, including predictive analytics and personalization techniques.
 
 4. Title: "Case Study: SEO Transformation for a Global Travel Brand"
 
 Description: Present a detailed case study of how a global travel company revamped its SEO strategy to boost organic search traffic and customer engagement post-pandemic.
 
 5. Title: "E-commerce SEO: Trends and Predictions for the Next Decade"
 
 Description: Offer insights into upcoming trends in SEO for e-commerce businesses, including..
 
 Content Ideas for Reddico
 
 1. Title: "Global SEO Strategies for Multinational Retailers"
 
 Description: This blog post will provide an in-depth guide on how multinational retail companies can optimize their websites for multiple countries, focusing on unique challenges and solutions for scaling SEO across diverse markets.
 
 2. Title: "Navigating SEO in the Financial Sector: Compliance and Visibility"
 
 Description: Explore how finance and banking entities can balance strict regulatory and compliance requirements with effective SEO strategies to enhance online visibility and customer trust.

92. Strictly Private & Confidential 92 These content ideas are great, are you able to provide a brief summary of what should be included in each content idea?
 
 Please include things such as particular insights, content formats, topics to discuss, assets.
 Certainly! Here's a detailed breakdown for each content idea, outlining key topics, insights, formats, and suggested assets to include:
 
 1. Global SEO Strategies for Multinational Retailers
 ◦ Topics: Geo-targeting, hreflang tags, global keyword research, cultural customization.
 ◦ Insights: Case examples of successful multinational SEO campaigns, tips on managing SEO across different languages.
 ◦ Content Formats: Long-form blog post with infographics showing step-by-step SEO setup for international markets.
 ◦ Assets: Checklists for global SEO implementation, interactive map showing SEO by region.
 
 2. Navigating SEO in the Financial Sector: Compliance and Visibility
 ◦ Topics: Balancing SEO with regulatory compliance, secure content strategies.
 ◦ Insights: Interview with an SEO expert specializing in finance, changes in SEO after financial regulations.
 ◦ Content Formats: Expert roundtable discussion (video or podcast), blog post summary.
 You ChatGPT
93. Strictly Private & Confidential 93 Thanks GPT, are you able to provide me with a CSV export of these content ideas that merge both the response above and your previous response. The columns to include are:
 
 Content Title
 Descriptions
 Topics
 Insights
 Content Format
 Assets
 
 Let me know if you need anything else?
 
 You
94. Strictly Private & Confidential 94 The output
95. Strictly Private & Confidential 95 Title Description Topics Insights Content Formats Assets Global SEO Strategies for Multinational Retailers This blog post will provide an in-depth guide on how multinational retail companies can optimize their websites for multiple countries, focusing on unique challenges and solutions for scaling SEO across diverse markets. Geo-targeting, hreflang tags, global keyword research, cultural customization. Case examples of successful multinational SEO campaigns, tips on managing SEO across different languages. Long-form blog post with infographics showing step-by-step SEO setup for international markets. Checklists for global SEO implementation, interactive map showing SEO by region. Navigating SEO in the Financial Sector: Compliance and Visibility Explore how finance and banking entities can balance strict regulatory and compliance requirements with effective SEO strategies to enhance online visibility and customer trust. Balancing SEO with regulatory compliance, secure content strategies. Interview with an SEO expert specializing in finance, changes in SEO after financial regulations. Expert roundtable discussion (video or podcast), blog post summary. Diagrams of compliant SEO workflows, whitepaper on SEO and finance compliance. The Future of SEO in Tech Industries Analyze how emerging technologies like AI and machine learning are transforming SEO practices for technology companies, including predictive analytics and personalization techniques. Impact of AI and automation on SEO, new tools and technologies for SEO analytics. Predictions from tech leaders, statistics on tech adoption in SEO. Feature article with embedded video interviews. Charts of technology adoption rates, list of tools and resources for tech SEO. Case Study: SEO Transformation for a Global Travel Brand Present a detailed case study of how a global travel company revamped SEO strategy to boost organic search traffic and customer engagement post-pandemic. Before-and-after analysis, strategy overhaul, content localization. Detailed metrics on growth, testimonials from the brand’s marketing team. Narrative case study, possibly a downloadable PDF. Graphs showing traffic improvement screenshots of search rankings. E-commerce SEO: Trends and Predictions for the Next Decade Offer insights into upcoming trends in SEO for e-commerce businesses, including voice search, visual search optimizations, and the integration of AV/VR. Voice and visual search, integration of AS/VR, mobile-first indexing. Data-driven trends, expert predictions, consumer behaviour analysis. Interactive blog post with embedded expert videos. Predictive trend graphs, infographics on e-commerce SEO evolution. Automobile Industry SEO: Driving Traffic in a Competitive Market Discuss specific SEO challenges and opportunities in the automobile sector, focusing on local SEO, dealer optimization, and content strategies that align with consumer trends. Local SEO strategies, importance of reviews, optimizing for “near me” searches. Case studies of successful automobile SEO campaigns. Detailed guide with step-by-step instructions. Checklists for local SEO, video tutorials on Google My Business optimization. SEO Myths Debunked: What Still Works in 2024 Address common misconceptions in SEO and provide updated best practices that are evidence-based and effective in the current search engine landscape. Outdated practices, effective current strategies, myth-busting. Input from industry experts, recent algorithm update impacts. Series of blog posts or a single comprehensive guide. Interactive quiz to test SEO knowledge, “myth vs. fact” infographics.
96. Strictly Private & Confidential We can pass this to a content specialist to enhance further 96
97. We want to analyse data between two dates to gain insights 97 The Brief
98. Strictly Private & Confidential 98 The input
99. Strictly Private & Confidential 99 For this chat, I would like you to assume the role of an SEO data analyst, who can look into data points and pull out key insights and trends.
 
 You will be looking over URL performance data, analysing which URLs had the biggest traffic loss, and other insights that could be valuable to an SEO consultant.
 
 I am particularly interested in understanding which URLs had the biggest traffic drop and if this was associated to a change in the top keyword, it's volume or ranking position.
 
 I will be providing you with a CSV containing URLs, traffic, traffic changes, total keywords, keyword changes, top keyword, volume and position.
 
 Before we get started, is there anything that you would need to assume this role? What information will you require and what questions do you have?
 
 To effectively analyze the URL performance data and provide the insights you're looking for as an SEO data analyst, I'll need a few pieces of information and clarifications:
 
 1. Data Details: Please ensure that the CSV file includes all the necessary columns:
 ◦ URL
 ◦ Traffic (current period)
 ◦ Traffic changes (difference from the previous period)
 ◦ Total keywords (current count)
 ◦ Keyword changes (difference in count from the previous period)
 ◦ Top keyword (current top performing keyword)
 ◦ Volume of the top keyword
 ◦ Position of the top keyword in SERPs
 2. Time Periods: It would be helpful to know the specific time periods these data points cover (e.g., month-to-month, quarter-to-quarter). This can impact how we interpret seasonal trends or search behavior changes.
 3. Contextual Factors: Are there any particular external factors or internal changes (like SEO adjustments, site redesigns, or algorithm updates) during the data period that could have influenced website performance?
 4. Specific Goals or Concerns: If you have specific goals or areas of concern (e.g., focusing on certain types of URLs, such as product pages vs. blog posts), let me know so I can tailor the analysis accordingly.
 5. Tools and Permissions: To proceed with data analysis, I'll simulate the use of Python for data manipulation and analysis in this environment. I'll assume that I have access to standard data analysis libraries such as pandas and matplotlib for visualizations.
 
 You ChatGPT
100. Strictly Private & Confidential 100 The steering
101. Strictly Private & Confidential 101 Great, the details you've provided are very clear and will certainly help in conducting a thorough analysis. Here are a few additional points that might be useful to clarify before you provide the CSV file:
 1. Google Algorithmic Updates: If possible, knowing the specific nature of the Google algorithm updates (like updates focusing on content quality, user experience, or backlinks) that took place during this period would help in hypothesizing why certain changes might have occurred.
 
 2. Identification of Holiday Pages: If the URLs are not explicitly marked as holiday pages, please let me know how to identify them (e.g., URL structure, specific directories, or page titles).
 
 3. Other Metrics: If available, including metrics like bounce rate, average session duration, or conversions could provide additional insights into user behavior and page performance beyond just traffic and keyword rankings.
 
 4. Benchmark Information: If there are any benchmarks or historical data trends you're particularly interested in comparing against (e.g., year-over-year changes), that would also be useful to know.
 
 Once these points are clear, I'll be ready to proceed with the analysis as soon as you upload the CSV file. If there's nothing else to add, feel free to send over the data!

102. Strictly Private & Confidential 102 Excellent, please see details below for the follow up points you have raised:
 
 1. The Google algorithm updates were specifically focused on content quality.
 2. All URLs will have /holidays in the URL
 3. I do not have access to other information request
 4. Benchmark data is not available at this stage.
 To provide some further clarity on what is needed. I would like you to highlight which URLs are seeing biggest loss, and to determine whether this is because of a loss in keyword ranking positions, specifically if the top keyword has changed, including a loss in keyword volume.
 
 Please also highlight the URLs that have increased in traffic. Are you happy for me to provide you with the data?
 Yes, I'm ready to proceed. 
 
 Please go ahead and upload the CSV file with the URL performance data. 
 
 Once I have the file, I'll analyze the URLs to identify those with the biggest traffic losses and gains, focusing particularly on changes in keyword rankings and volumes. 
 
 We'll also look at how these changes correlate with the recent Google updates focused on content quality. 
 
 I'll prepare insights on both the URLs with the biggest traffic declines and those with notable increases.
 You ChatGPT
103. Strictly Private & Confidential 103 The output
104. Strictly Private & Confidential 104 ◦ Current Traffic: 15,290
 ◦ Traffic Change: -18,667
 ◦ Top Keyword Change: No change ("amsterdam holidays")
 ◦ Keyword Volume Change: 34,000 to 21,000
 ◦ Position Change: Decreased from 2 to 3
 
 4. URL: https://www.loveholidays.com/holidays/all-inclusive
 ◦ Previous Traffic: 26,950
 ◦ Current Traffic: 12,485
 ◦ Traffic Change: -14,465
 ◦ Top Keyword Change: 'tenerife holidays" to "tenerife holidays 2024"
 ◦ Keyword Volume Change: 65,000 to 17,000
 ◦ Position Change: No change (remains 3)
 
 5. URL: https://www.loveholidays.com/holidays/all-inclusive
 ◦ Previous Traffic: 65,095
 ◦ Current Traffic: 50,812
 ◦ Traffic Change: -14,283
 ◦ Top Keyword Change: No change ("holidays")
 ◦ Keyword Volume Change: 1,310,000 to 1,040,000
 ◦ Position Change: No change (remains 1)
 Analysis results
 URLs with the Biggest Traffic Loss:
 
 1. URL: https://www.loveholidays.com/holidays/all-inclusive
 ◦ Previous Traffic: 174,883
 ◦ Current Traffic: 142,694
 ◦ Traffic Change: -32,189
 ◦ Top Keyword Change: "all inclusive holidays" to "cheap all inclusive holidays 2024"
 ◦ Keyword Volume Change: 140,000 to 62,000
 ◦ Position Change: Improved from 2 to 1
 
 2. URL: https://www.loveholidays.com/holidays/all-inclusive
 ◦ Previous Traffic: 65,888
 ◦ Current Traffic: 39,562
 ◦ Traffic Change: -26,326
 ◦ Top Keyword Change: "cheap holidays" to "cheap holidays 2024"
 ◦ Keyword Volume Change: 1,310,000 to 66,000
 ◦ Position Change: No change (remains 1)
 
 3. URL: https://www.loveholidays.com/holidays/all-inclusive
 ◦ Previous Traffic: 33,957

105. Strictly Private & Confidential 105 This analysis is great GPT, are you able to put your findings into a CSV download please?
 
 I've compiled the findings into a CSV file for you to download. You can download it using the link below:
 
 Download SEO Analysis Results CSV
 
 Let me know if there's anything else you'd like to explore or any other assistance you need!
 You ChatGPT
106. Strictly Private & Confidential I can now take these URLs and carry out some further analysis 106
107. These same principles apply when working with custom GPTs 107
110. Summary / Wrap Up 05
111. 111 When prompting: Be Specific, Give it Context, Give it Mindset, Give it Reminders.
112. 112 Don’t approach AI like a search engine when you want to get quality outputs
113. 113 Adopt a mentor role while AI adopts the apprentice role
114. 114 Outline your vision
115. 115 Set your expectations
116. 116 Provide clarity
117. 117 Steer and encourage to get to desired outcome
118. 118 Give feedback
119. 119 Approach Gen-AI like a human
120. Thank you for listening to this talk… 120
121. Download the slides at Speakerdeck.com/lgosha 121
122. “ One machine can do the work of fifty ordinary humans. No machine can do the work of one extraordinary human.
123. 123 So be extraordinary
124. © Reddico Digital Ltd. All rights reserved. Reddico and the Reddico logo are registered trademarks of Reddico Digital Ltd.