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.

Transcript

1. From AI to Authority: Why AI-Generated Content Isn’t Created Equal Michał Suski Head of Innovation @Surfer
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
3. 17 000+ CUSTOMERS 180+ COUNTRIES 130 000 ACTIVE USERS TRUSTED BY
4. Agenda 1. Generative AI main struggle 2. Ingredients for growth 3. Case studies
5. Stoic graffiti Looking ok, isn’t it?
6. Miedtattions? But detail makes a difference in SEO Memations?
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
8. you need 3 areas covered! To get this
9. 3 ingredients for growth STRATEGY DATA SCALE
10. 1. Lack of strategy No clustering and research by search volume.
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.
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.
13. Clustering tools
14. Surfer, scientific approach more than just comparing two SERPs
15. Compare all the keywords Find related topics Analyze semantics
16. Let’s see the clusters
17. This graph shows the relationship between keywords
18. This graph shows the semantic relationship between articles sorted by topic
19. All these calculations lead us to…
20. Semantics + Google data =
21. #rankboners This is how it should look like, after you focus on a niche instead of search volume.
22. Cover neighbourhoods not keywords Publish complete, interlinked silos.
23. 2. Real time data Supposed limitation: GPT is trained on a dataset with a cutoff point.
24. 2. Real time data Reality: It’s about data for OPTIMIZATION, not fresh concepts and news.
25. Google it!
26. Google it! • 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. Miedtattions? Remember this? Memations?
29. 3 ingredients for optimization ENTITIES & TOPICS FACTS USER INTENT
30. Chat GPT + Web Pilot • Research • Segment • Instruct • Generate • You can automate that process!
31. Surfer AI • Analysis • Optimization data • Writing
32. Surfer AI • Analysis • Optimization data • Writing
33. Surfer AI • Analysis • Optimization data • Writing
34. 400k tokens used 300k words long AI conversation to generate 3k words long article.
35. Surfer AI article published 6 months ago
36. Inspire AI with data Not raw articles but segmented bits of information.
37. 3. Inferior AI engines GPT has many variants since 2018. Don’t fall in love with cheap.
38. Generative AI evolution
39. The best or? • Small context window • Repetitions • No analytical skills • Not following instructions • Skewed facts, hallucinations
40. A lot of labour (that’s expensive)
41. 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
42. Calculate your margin Aim for the best quality and least time consuming option.
43. Case study
44. Team Tomasz Niezgoda Head of Marketing Bartek Barcik SEO Expert Zuzanna Roguska SEO Copywriter
45. Planned with clusters Human edited Jasper Content Surfer Optimized What did they do?
46. It works! Well planned and linked website thrive.
47. Penalized AI? Well planned and linked website receives a hit.
48. A minute of silence …
49. Trend continues Traffic and impressions going down.
50. Replacing the articles • Batch by batch 30 pages at the time • 150 pages replaced in total • First test of Surfer AI
51. Single replaced article stats
52. Single replaced article stats
53. Single replaced article stats
54. Single replaced article stats
55. The overall results
56. It is 💩 content, not AI content a problem You can recover penalized AI with quality AI content.
57. Case Study 2 & 3 Dean Scaduto CEO @ Dino’s Digital
58. Rollercoaster • EAT drop • Scaled up content production • Investigating the dip
59. Testing our approach Goal: Improve Topical Authority • Find most relevant categories • Create AI articles • Publish complete, interlinked silos • Analyze ranked keywords (too late)
60. YMYL site recovery after EAT issues
61. Biggest losers • Benefits of not drinking for 3 and 6 months • General keywords lost • Ranked more than covered
62. SERP • No time frame specific • All general titles • No doubt we lost
63. 3rd Biggest loser • Benefits of not smoking weed • How to quit? We don’t mention. • Ranked more than covered
64. SERP • How to quit is a main keyword • We didn’t even mention how to • No doubt we lost
65. Today’s screenshot
66. What did we learn? • Mass generation is just the start
67. What did we learn? • Mass generation is just the start • Dive into data
68. What did we learn? • Mass generation is just the start • Dive into data • Be proactive, not reactive like us
69. 12 months flat • Stabilized rankings • Established authority
70. Flatline
71. Testing our approach Goal: Improve Topical Authority • Find most relevant categories • Create AI articles • Publish complete, interlinked silos
72. Exacution
73. Explosive growth
74. Mission accomplished! Clusters + AI = 🔥
75. 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
76. Thank You 5 FREE Surfer AI credits on top of your subscription. surferseo.com/seologer Find me here or reach me at: michal@surferseo.com