Slide 1
Slide 1 text
No content
Slide 2
Slide 2 text
But first…
…the obligatory intro!
Too curious to specialise
Catch me on LinkedIn!
#brightonseo
Slide 3
Slide 3 text
Starting out
#brightonseo
Slide 4
Slide 4 text
The spark
#brightonseo
Slide 5
Slide 5 text
First
experiments
#brightonseo
Slide 6
Slide 6 text
Getting serious…
#brightonseo
Slide 7
Slide 7 text
The challenges
#brightonseo
Slide 8
Slide 8 text
Clients with tight
budgets who want to
scale fast
#brightonseo
Slide 9
Slide 9 text
A desire to provide
every client with a
great service
#brightonseo
Slide 10
Slide 10 text
BUT …
Can we scale
SEO using AI
responsibly?
#brightonseo
Slide 11
Slide 11 text
#brightonseo
Made w/ SEOStack
Slide 12
Slide 12 text
Not just about business
impact…
It’s worse!
#brightonseo
Slide 13
Slide 13 text
Carbon
emissions
#brightonseo
Slide 14
Slide 14 text
Training 1 model
=
5x the emissions of an
average car
#brightonseo
Slide 15
Slide 15 text
Water
Consumption
#brightonseo
Slide 16
Slide 16 text
Using ChatGPT 10–50
times
=
½ litres of water
#brightonseo
Slide 17
Slide 17 text
Loss of trust
&
transparency
#brightonseo
sharing of client/
organisation
data and risk of
breach
Slide 18
Slide 18 text
Ethical
principles
#brightonseo
avoidance of
harm and bias
Slide 19
Slide 19 text
European
Union AI Act
#brightonseo
Slide 20
Slide 20 text
Scale, even on a budget,
should be about
sustainable growth
+ responsibility!
#brightonseo
Slide 21
Slide 21 text
Before we dive into
examples….
#brightonseo
Slide 22
Slide 22 text
Transformer models
#brightonseo
The latest a type of deep learning model
that is used for NLP tasks.
Slide 23
Slide 23 text
Temperature
#brightonseo
Parameter that affects variability and
randomness of responses
Slide 24
Slide 24 text
Visual explainer by Cornell
#brightonseo
Slide 25
Slide 25 text
Visual explainer by Cornell
#brightonseo
Slide 26
Slide 26 text
Tokenization
#brightonseo
3797
Slide 27
Slide 27 text
Vector
Embeddings
#brightonseo
Capture the
meaning of
tokens…
Slide 28
Slide 28 text
#brightonseo
…by placing
them into a
multi-
dimensional
space.
Slide 29
Slide 29 text
Cosine
similarity
#brightonseo
Measures the
similarity between
two vectors by
calculating the
cosine of the
angle between
them
Slide 30
Slide 30 text
Embedding
Projector
#brightonseo
Slide 31
Slide 31 text
Dig deeper
#brightonseo
Speech and Language Processing
Attention Is All You Need
What are LLMs part 2
Decoding LLMs
Slide 32
Slide 32 text
Experimentation
A Learning Process
#brightonseo
Slide 33
Slide 33 text
Automating Audience
Research
Team input QA
#brightonseo
Slide 34
Slide 34 text
Custom
GPTs
#brightonseo
Loaded w/ first
party data!
Slide 35
Slide 35 text
Python
Reddit API
layers with
KeyBERT and
BERTopic
Mining topics
#brightonseo
Slide 36
Slide 36 text
Reddit + Client
Meta Data tokenized
BERTopic + cosine
Existing content
research
#brightonseo
Slide 37
Slide 37 text
Manual checks
particularly those w/ low
scores!
#brightonseo
Slide 38
Slide 38 text
Clustering
URLs and
finding
topic gaps
#brightonseo
Slide 39
Slide 39 text
Google
trend
agent
#brightonseo
Slide 40
Slide 40 text
1 min run each day =
below $1 = at least 30
min/day saved
#brightonseo
Slide 41
Slide 41 text
A framework to start
with….
#brightonseo
Slide 42
Slide 42 text
Company level
considerations
#brightonseo
Slide 43
Slide 43 text
No Budget for ISO42001?
AI in
contracts
AI
Policy
Do not
train
#brightonseo
Slide 44
Slide 44 text
Project level
considerations
#brightonseo
Slide 45
Slide 45 text
Design
#brightonseo
Define your problem
Compare providers
Find the best model
Clean data
Slide 46
Slide 46 text
Develop
#brightonseo
QA in batches
Always check outputs
Test settings
Refine prompts
Slide 47
Slide 47 text
Deploy
#brightonseo
Review outputs
Set up feedback
loops
Continuous M&E
Slide 48
Slide 48 text
Some results…
#brightonseo
Slide 49
Slide 49 text
#brightonseo
Slide 50
Slide 50 text
Best
use of
AI
#brightonseo
Slide 51
Slide 51 text
It can be done…
#brightonseo
Slide 52
Slide 52 text
You can scale with
LLMs, responsibly
even on a low budget!
#brightonseo
Slide 53
Slide 53 text
[email protected]
/emina-demiri/
@eminadw.bsky.social
Thank You
And Get This
Book!