Tom Mansell - BrightonSEO | Using AI to optimize workflows and supercharge performance

Transcript

1. Using AI to optimize workflows and supercharge performance Tom Mansell Croud speakerdeck.com/ CroudMarketing @tommansell @CroudMarketing
2. We have entered a transformative phase
4. Growing visibility in traditional Google search with tech, content and backlinks Optimizing for featured snippets, people also ask, AIOs with short concise answers Optimizing for AI chatbots via citation/summaries using EEAT principles, structured data and content syndication Optimizing for AI chatbots via citation/summaries using EEAT principles, structured data and content syndication SEO LLMO AEO GEO
5. Growing visibility in traditional Google search with tech, content and backlinks Optimizing for featured snippets, people also ask, AIOs with short concise answers Optimizing for AI chatbots via citation/summaries using EEAT principles, structured data and content syndication Optimizing for AI chatbots via citation/summaries using EEAT principles, structured data and content syndication SEO LLMO AEO GEO
7. SEO is not dead, but discovery and consumption is changing
8. Tom Mansell Hello VP, Organic Performance | Croud
9. TRADITIONAL SEARCH ENGINES VERTICAL & COMMUNITY SEARCH SOCIAL SEARCH & VOICE ASSISTANTS THE AI SEARCH REVOLUTION Search has evolved, from traditional Search Interpreters to Search Intelligence
10. TRADITIONAL SEARCH ENGINES VERTICAL & COMMUNITY SEARCH SOCIAL SEARCH & VOICE ASSISTANTS THE AI SEARCH REVOLUTION Understand the platforms your audiences are shifting to for discovery Source: SparkToro, indexed usage of platforms for audience vs. US avg. +110% +180% +85% +45% +340% +190% +80% +120%
11. EEAT Schema Content Utility How we optimize for these experiences is a build on things we’ve been doing for a while Ensuring we are able to demonstrate credibility and trustworthiness throughout Structured data markup Be useful/ informative/engaging across all platforms
12. We’re going to focus on these areas today, and share some examples of how AI can assist your workflows in these areas
13. https://aistudio.google.com First, get a Gemini key → Get API key → Create API key
14. There’s some fantastic examples from our community Auditing at scale LLM Optimizer for Screaming Frog (credit Robin Adams and Metehan Yeşilyurt) 1. Go to Configuration → Custom → Custom JavaScript 2. Paste the full llmo-analyzer.js script 3. Enter your Gemini API key (https://aistudio.google.com/) 4. Enable JavaScript Rendering under Configuration → Spider → Rendering 5. Run your crawl → Custom JS output tab EEAT
15. There’s some fantastic examples from our community Auditing at scale Topic Coverage: 95/100 Content Depth: comprehensive E-E-A-T Scores: • Experience: 90/100 • Expertise: 95/100 • Authority: 90/100 • Trust: 95/100 Answer Gaps: Lack of direct answers to many common questions, Inconsistent use of headings for easy extraction, Missing concise summaries of key information CONTENT QUALITY METRICS EEAT
16. Creating structured data recommendations at scale Creating structured data en-masse 1. Go to Configuration → Crawl Config → Store HTML + Store Rendered HTML 2. Go to API Access → Gemini → Enter API Key → Connect 3. Select Prompt Configuration → Enter Structured Data Prompt 4. Run your crawl → View AI output tab Connecting Gemini to Screaming Frog Structured Data
17. Structured Data Source: https://validator.schema.org/
18. Answering questions audiences are asking Use Gemini to create content briefs Content Utility
19. Setting up custom Gems 1. Open Gemini 2. Explore Gems → New Gem 3. Enter Instructions (modify for your specific use-case - you can also get Gemini to do this for you!) 4. Save Gem 5. Navigate to Gem and Enter URL of Reddit post Answering questions audiences are asking Use Gemini to create content briefs Content Utility
20. The models aren’t just assistants, they’re also fantastic for building perception and understanding of brands
22. Tracking how often you are mentioned, and how often you are a cited source Source: BrandAI, Croud
23. Source: BrandAI, Croud
24. Know the most influential sites that are powering AI generated responses Source: BrandAI, Croud
25. → E.g. Interactive guides and videos on UK charging locations, home setup, and public network access → E.g. Behind-the-scenes video series on Ford's latest EV technology Source: BrandAI, Croud
26. Whether it helps you audit OVERALL LLMO SCORE: 78/100 POTENTIAL SCORE: 92/100 OPTIMIZATION PRIORITY: MEDIUM PRIMARY LIMITING FACTORS: Lack of direct answers, Missing FAQ schema, Limited use of visual aids LLMO ANALYSIS RESULTS
27. Automate
28. Or measure
29. Always, always check the outputs
30. And know that others are using this so embrace and innovate to stay relevant
31. WIN Access to prompts and BrandAI
32. Tom Mansell Thank You VP, Organic Performance | Croud https://www.linkedin.com/in/tommansell