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SEOloger č. 71: Michal Suski: From AI to Authority: Why Al-Generated Content Isn’t Created Equal

SEOloger č. 71: Michal Suski: From AI to Authority: Why Al-Generated Content Isn’t Created Equal

V této prezentaci se Michal bude zabývat hlavními problémy generativní umělé inteligence: převzetím kontroly nad výstupem, absencí dat v reálném čase, nestandardními generativními motory a výběrem témat na základě tušení. Připojte se k němu a naučte se, jak identifikovat úskalí dříve, než se stanou problémem. Dozvíte se, jak využít obsah AI k efektivnímu posílení tematické autority a škálování obsahu. Společně prozkoumáme plán, jak pomocí AI revolučně změnit vaši obsahovou strategii.

Pavel Ungr, SEOloger

November 23, 2023
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  1. From AI to Authority:
    Why AI-Generated Content
    Isn’t Created Equal
    Michał Suski
    Head of Innovation @Surfer

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  2. Bio
    ● Master of Science at Forestry
    ● In IT since 2014
    ● SEO since 2016
    ● Skiing addict
    Head of Innovation @Surfer
    Michał Suski 󰐤
    aka dr Surfer

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  3. 17 000+
    CUSTOMERS
    180+
    COUNTRIES
    130 000
    ACTIVE USERS
    TRUSTED BY

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  4. Agenda
    1. Generative AI main struggle
    2. Ingredients for growth
    3. Case studies

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  5. Stoic graffiti
    Looking ok,
    isn’t it?

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  6. Miedtattions?
    But detail
    makes a
    difference
    in SEO
    Memations?

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  7. “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

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  8. you need 3 areas covered!
    To get this

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  9. 3 ingredients for growth
    STRATEGY DATA SCALE

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  10. 1. Lack of strategy
    No clustering and research by search volume.

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  11. Why search
    volume?
    Traffic potential is a shiny object. People still
    believe it’s more important than providing
    comprehensive information around the niche
    using supporting pages.

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  12. 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.

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  13. Clustering tools

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  14. Surfer, scientific approach
    more than just comparing two SERPs

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  15. Compare all the keywords
    Find related topics
    Analyze semantics

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  16. Let’s see the clusters

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  17. This graph shows the relationship between keywords

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  18. This graph shows the semantic relationship between articles sorted by topic

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  19. All these calculations
    lead us to…

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  20. Semantics + Google data =

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  21. #rankboners
    This is how it should look like, after you
    focus on a niche instead of search volume.

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  22. Cover neighbourhoods
    not keywords
    Publish complete, interlinked silos.

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  23. 2. Real time data
    Supposed limitation: GPT is trained on a dataset with a
    cutoff point.

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  24. 2. Real time data
    Reality: It’s about data for OPTIMIZATION, not fresh
    concepts and news.

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  25. Google it!
    ● AI can read
    ● AI can segment
    ● AI can find inspiration
    ● Just like your writers are doing research

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  26. Chat GPT +
    Web Pilot
    Single prompt article shortcut

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  27. Miedtattions?
    Remember
    this?
    Memations?

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  28. 3 ingredients for optimization
    ENTITIES
    & TOPICS
    FACTS USER
    INTENT

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  29. Chat GPT +
    Web Pilot
    ● Research
    ● Segment
    ● Instruct
    ● Generate
    ● You can automate that process!

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  30. Surfer AI
    ● Analysis
    ● Optimization data
    ● Writing

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  31. Surfer AI
    ● Analysis
    ● Optimization data
    ● Writing

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  32. Surfer AI
    ● Analysis
    ● Optimization data
    ● Writing

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  33. 400k tokens used
    300k words long AI conversation to generate
    3k words long article.

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  34. Surfer AI article published 6 months ago

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  35. Inspire AI with data
    Not raw articles but segmented bits of
    information.

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  36. 3. Inferior AI engines
    GPT has many variants since 2018. Don’t fall in love with
    cheap.

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  37. Generative
    AI evolution

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  38. The best or?
    ● Small context window
    ● Repetitions
    ● No analytical skills
    ● Not following instructions
    ● Skewed facts, hallucinations

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  39. A lot of labour
    (that’s expensive)

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  40. Cost comparizon
    ● $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

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  41. Calculate your margin
    Aim for the best quality and least time
    consuming option.

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  42. Team
    Tomasz Niezgoda
    Head of Marketing
    Bartek Barcik
    SEO Expert
    Zuzanna Roguska
    SEO Copywriter

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  43. Planned with clusters
    Human edited Jasper Content
    Surfer Optimized
    What did they do?

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  44. It works!
    Well planned and linked
    website thrive.

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  45. Penalized AI?
    Well planned and linked
    website receives a hit.

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  46. A minute of silence

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  47. Trend
    continues
    Traffic and impressions
    going down.

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  48. Replacing the
    articles
    ● Batch by batch 30 pages at the time
    ● 150 pages replaced in total
    ● First test of Surfer AI

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  49. Single replaced article stats

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  50. Single replaced article stats

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  51. Single replaced article stats

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  52. Single replaced article stats

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  53. The overall results

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  54. It is 💩 content, not AI content
    a problem
    You can recover penalized AI with quality AI content.

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  55. Case Study 2 & 3
    Dean Scaduto
    CEO @ Dino’s
    Digital

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  56. Rollercoaster
    ● EAT drop
    ● Scaled up content production
    ● Investigating the dip

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  57. Testing our approach
    Goal: Improve Topical Authority
    ● Find most relevant categories
    ● Create AI articles
    ● Publish complete, interlinked silos
    ● Analyze ranked keywords (too late)

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  58. YMYL site recovery after EAT issues

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  59. Biggest losers
    ● Benefits of not drinking for 3 and 6
    months
    ● General keywords lost
    ● Ranked more than covered

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  60. SERP
    ● No time frame specific
    ● All general titles
    ● No doubt we lost

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  61. 3rd Biggest
    loser
    ● Benefits of not smoking weed
    ● How to quit? We don’t mention.
    ● Ranked more than covered

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  62. SERP
    ● How to quit is a main keyword
    ● We didn’t even mention how to
    ● No doubt we lost

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  63. Today’s screenshot

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  64. What did we learn?
    ● Mass generation is just the start

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  65. What did we learn?
    ● Mass generation is just the start
    ● Dive into data

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  66. What did we learn?
    ● Mass generation is just the start
    ● Dive into data
    ● Be proactive, not reactive like us

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  67. 12 months
    flat
    ● Stabilized rankings
    ● Established authority

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  68. Testing our approach
    Goal: Improve Topical Authority
    ● Find most relevant categories
    ● Create AI articles
    ● Publish complete, interlinked silos

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  69. Explosive growth

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  70. Mission
    accomplished!
    Clusters + AI = 🔥

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  71. Entities & topics from
    SERP
    Inferior LLMs generate
    fast but take more
    time to edit
    Use best AI
    engines
    Analyze data
    Make your keyword
    research data driven
    Publish whole
    categories
    Key Takeaways

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  72. Thank You
    5 FREE Surfer AI credits on top of your
    subscription.
    surferseo.com/seologer
    Find me here or reach me at:
    [email protected]

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