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