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AI & SEO: The Opportunities & Pitfalls

AI & SEO: The Opportunities & Pitfalls

A quick look at the current state of play in terms of AI and its impact on SEO. Not a definitive guide, with so many AI tools coming onto the market, and not a look at SGE.

But a topline view of the last 7 months when it comes to AI and search, and how you should and shouldn't be utilising it in your SEO strategies

https://www.whitworthseo.com

Whitworth SEO

July 07, 2023
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  1. SEO & AI
    The Opportunities & The Pitfalls

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  2. 30th November 2022
    Chat GPT Launched
    Backed by Microsoft
    & Developed by
    OpenAI
    6th February 2023
    Google Bard
    announced
    With access
    granted to a small
    sample of trusted
    testers
    February 7th 2023
    An AI powered Bing
    was launched
    Out of nowhere.
    Downloading Edge and
    setting Bing as default
    are pre-requisites.
    Bing beat Google to be
    the first AI assisted
    search available to the
    public
    March 14th 2023
    GPT-4 is released
    Turbo charging ChatGPT etc
    considerably. More accurate,
    creative and the ability to
    serve 25,000 words. Visual
    inputs also possible.
    March 16th 2023
    Microsoft releases Copilot.
    Integrating with MS Office
    and providing Business Chat
    utlising LLM to enhance 365
    apps and personal data such
    as calendars and emails
    May 10th 2023
    Google souped up Bard
    and announced new AI
    powered features.
    SGE & Perspectives
    being the most
    significant, which is still
    not available in the UK
    but caused controversy
    amongst SEOs around
    privacy organic SERPs
    May 23rd 2023
    Bing announces
    improvements to
    Copilot via Windows
    11 OS.
    This was aimed at
    ensuting Copilot
    could be a personal
    assistant, run
    commands, generate
    content and retrieve
    info.
    Quick recent timeline of AI & search

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  3. AI & SEO
    * All images courtesy of artificial intelligence
    3

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  4. What does ChatGPT think…
    1. Lack of human touch: While AI can automate various SEO tasks, it may lack the creativity, intuition, and
    understanding of human users. AI algorithms may struggle to interpret nuanced user intent, leading to less
    accurate results and potentially missing out on valuable opportunities.
    2. Bias and fairness concerns: AI algorithms are only as good as the data they are trained on. If the training
    data is biased, the AI may perpetuate and amplify those biases, leading to unfair or discriminatory search
    results. Careful attention must be paid to ensure fairness and address potential biases in AI-driven SEO
    practices.
    3. Dependence on data quality: AI algorithms require large amounts of high-quality data to learn and make
    accurate predictions. If the input data is incomplete, outdated, or biased, it can negatively impact the
    performance of AI-driven SEO strategies. Regular data quality checks and continuous improvement efforts are
    necessary to mitigate this pitfall.
    Let’s not forget that until March, the data being served via ChatGPT was 2 years old. This has improved, but
    errors are still very common
    ChatGPT fail to mention duplication, which is already an issue
    Source: ChatGPT Prompt: “Describe the pitfalls and opportunities of AI when it comes to SEO”

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  5. Pessimists would say ChatGPT is a glorified Markov Chain…
    Chat GPT
    ChatGPT is a type of language model that is
    based on the transformer architecture, which is
    a neural network-based approach to natural
    language processing (NLP)
    Markov Chain
    Markov Chain is a mathematical model that
    can be used to generate text, it is a relatively
    simple model compared to neural network-
    based models like ChatGPT.

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  6. SEOs are continually look to find ways to spend less time doing grunt
    work…
    Automation
    • Just because a technology or tactic exists and everyone else is doing it, doesn’t mean you need to
    • But if AI can be used to automate laborious tasks and free up time for more strategic activity then why not
    SEO Strategy ROI from SEO

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  7. Resource for implementing technical SEO or copywriting always an issue
    Python for SEO automation
    Content Spinning
    (more on that
    later)
    Open AI (long before ChatGPT)
    • The ability to generate large amounts of content using AI isn’t new and has been possible via OpenAI
    since 2015. ChatGPT has just made this super accessible, cheap and easy

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  8. But currently, AI cannot tell you how to….
    • Pick the right CMS or platform for your (or your client’s) website
    • Resonate with your audience and chosen personas
    • Decide on SEO decisions that require common sense and data that isn’t available to OpenAI
    • Create content that is guaranteed to boost interaction or engagement metrics, unless heavily QC’ed
    • Human intuition is still vital

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  9. ChatGPT and OpenAI in general is only as good as the prompts you give
    it
    • We’ve all messed around with ChatGPT for generating
    content
    • Finding the best prompts is time consuming and even when
    you do, this is likely to be very similar to other content on the
    web
    • Clients and in house teams have already been falling into the
    trap of generating weak content and publishing it, unchecked

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  10. Browser plugins such as AIPRM are game changers

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  11. Used effectively, they squeeze the very best out of OpenAI

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  12. SEO crawlers are already being built that harness AI to automate
    • Automated reporting
    • Auto archive GSC data beyond 16 months
    • Never use regex again
    • Add dynamic tags to keywords for automatic
    categorization
    • Sync crawl data with implementation to
    automatically write dev tickets and send them –
    and confirm implementation
    • Real time alerts
    • Automated internal linking based on bot hits,
    internal PageRank and relevancy
    https://serpere.ai/

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  13. Other tools allow for full onpage optimisation without leaving their
    platform
    • Other tools are looking to build the ultimate optimisation suite, allowing for content briefing, keyword clustering, SERP similarity and crawling
    SERPs in other countries without the need for a VPN
    https://app.keywordinsights.ai/

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  14. This is all possible, due to human intuition
    • The vast amount of data accessible at ever improving speeds is incredibly valuable but already we are seeing
    the initiative being taken by humans to get the best out of this data
    • LLM’s cannot currently do this independently, and when it is that sophisticated then we should all start to worry
    • Still very much a garbage in, garbage out scenario which puts the onus on us to utilise the technology in the
    smartest way possible

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  15. • Using poor prompts to create content that is not engaging
    and potentially duplicate
    • Presuming that the output is accurate, or up to date
    • Encourages lazy SEO, or just work in general
    • Failing to QC content being generated
    • Lack of human intuition or common sense
    • Creating content that does not resonate with your audience
    and is for search engines (directly against Google’s guidance)
    Pitfalls Opportunities
    • Enriching content, scraping data such as PAA and rankings to
    make recommendations which is then created largely by a
    human
    • Automating annoying technical SEO tasks and even dev ticket
    generation
    • Content briefing for copywriters based on current rankings,
    word counts and page structure of most visible websites
    • Keyword clustering to avoid cannibalisation and duplicate
    content
    • Easily establishing entities and topics that search engines are
    using in their algorithms
    • Enhanced scraping, and all SEO’s love to scrape!

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  16. Thanks!
    16
    Links
    https://www.whitworthseo.com
    https://app.keywordinsights.ai/
    https://www.aiprm.com/
    https://serpere.ai/

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