From AI to Authority: Why Al-Generated Content Isn’t Created Equal

AI Content in SEO by the head of innovation at https://surferseo.com, Michał Suski

Transcript

1. From AI to Authority: Why Al-Generated Content Isn’t Created Equal Michał Suski Surfer Speakerdeck.com/michalsuski @michal_suski
2. Bio • Master of Science at Forestry • In IT since 2014 • SEO since 2016 • Skiing addict Head of Innovation @Surfer Michał Suski 󰐤
3. 17 000+ CUSTOMERS 180+ COUNTRIES 130 000 ACTIVE USERS TRUSTED BY
4. 20 years ago…
5. Agenda 1. What’s the main struggle with generative AI? 2. Why AI content fails in a long run. 3. AI content blog recovery case study.
6. Looking ok, isn’t it? Circus dwarf?
7. But detail makes a difference in SEO dat hand
8. “It is easy to get good looking things from AI, but it is hard to get it exactly how you want it.” " Bartłomiej Korpus, CTO @ Surfer
9. To get this you need 3 areas covered
10. Strategy Data Scale 3 ingredients for growth
11. 1. Lack of strategy No clustering and research by search volume.
12. Why search volume? Traffic potential is a shiny object. People still believe it’s more important than providing the whole information around the niche using supporting pages.
13. Why search volume? Traffic potential is a shiny object. People still believe it’s more important than providing the whole information around the niche using supporting pages.
14. What is clustering? Grouping keywords based on Google search results. If two keywords have the same results, they are a part of the same cluster. Target these keywords on the same URL.
15. Clustering tools
16. Surfer, scientific approach more than just comparing two SERPs
17. Compare all the keywords Find related topics Analyze semantics
18. Let’s see the clusters
19. This graph shows the relationship between keywords
20. This graph shows the semantic relationship between articles sorted by topic
21. All these calculations lead us to…
22. Semantics + Google data =
23. Strategy leads to a FAT GRAPH This is how it should look like, after you focus on a niche instead of search volume.
24. 2. Real time data Supposed limitation: GPT is trained on a dataset with a 2021 cutoff point.
25. 2. Real time data Reality: It’s about data for OPTIMIZATION, not fresh concepts and news.
26. Just crawl the SERP • AI can read • AI can segment • AI can find inspiration • Just like your writers are doing research
27. Chat GPT + Web Pilot Single prompt article shortcut
28. But detail makes a difference in SEO dat hand
29. Entities & topics Facts User intent 3 ingredients for optimization
30. • Research • Segment • Instruct • Generate • You can automate that process! Chat GPT + Web Pilot
31. • Analysis • Writing • Optimization • 400k tokens (12x larger than GPT 32k request) Surfer AI
32. Surfer AI article published 6 months ago
33. 3. Inferior AI engines GPT has many variants since 2018. Don’t fall in love with cheap.
34. Generative AI evolution
35. The best or ? • Small context window • Repetitions • No analytical skills • Not following instructions • Skewed facts, hallucinations
36. A lot of labour (that’s expensive)
37. Cheap is cheaper only if: • you don’t value time • you don’t build to last
38. • $25 in AI credits • 15 minutes minor adjustments worth ? • $25, 15 minutes - scalable AF • $1 in AI credits • 1h on editing • 1h on optimization • $1, 2 hours - not scalable Cheap long form AI Premium long form AI • $1 in AI credits • 2h on writing • 1h on optimization • $1, 3 hours - not scalable AI assisted writing Cost comparison
39. Case study
40. Tomasz Niezgoda Head Of Marketing Bartek Barcik SEO Expert Zuzanna Roguska SEO Copywriter Team
41. Human edited Jasper Content Surfer optimized Planned with clusters What did we do?
42. It works! Well planned and linked website thrive.
43. Penalized AI? Well planned and linked website receives a hit.
44. A minute of silence …
45. Trend continues Traffic and impressions going down.
46. Replacing the articles • Batch by batch 30 pages at the time • 150 pages replaced in total • First test of Surfer AI
47. Single replaced article stats
48. The overall results
49. Case Study 2 Damian Węglarski CEO @premiumdigital
50. Penalized AI website • Dropped domain • Rebuilt with Chat GPT • Penalized • 4 articles replaced late June • 15 more 2 weeks ago
51. The results
52. Case Study 3 Dean Scaduto CEO @ Dino’s Digital
53. Traffic recovery • First articles replaced 2 months ago • Direct pickup from Google
54. YMYL site recovery after EAT issues
55. AI content without entities and topics covered in SERPs is too generic Inferior LLMs generate fast but take more time to edit Use best AI engines Crawl for data Make your keyword research data driven Cluster keywords Summary
56. If you’d like to talk, reach me at: michal@surferseo.com Michał Suski, Head of Innovation @Surfer Thank you!
57. Michał Suski, Head of Innovation @Surfer From AI to Authority: Why Al-Generated Content Isn’t Created Equal