How To Use AI To Enhance Your SEO & Create Better Content
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With AI taking the content marketing world by storm, many are wondering about the big questions: can you use AI to create high-ranking, effective content? And what’s the right way to do it? Check out this webinar and hear the key concepts behind successful AI usage, along with real-life case studies from marketers using AI for their SEO and content. You’ll learn: - How to combine SEO data with AI technology - Examples of unconventional uses of AI for content - Case studies of how AI has enhanced SEO and content strategies With Margarita Loktionova, Content Marketing Lead at Semrush, and Andy Crestodina, founder of Orbit Media, we’ll dive into the practical ways you can leverage AI tools for more efficient and effective campaigns that rank higher.
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How To Use AI To Enhance Your SEO & Create Better Content
- 2. 2 Why content quality matters so much ● Directly affects your brand image and the probability of conversion/retention ● Acts as a massive ranking factor (e.g., Google’s Helpful Content Update)
- 3. How Does AI Affect This?
- 4. Using AI ● Don’t be afraid to use AI as long as your content ends up being original and helpful: → Google’s current guidelines are AI-neutral. They prioritize content quality and utility. → AI-generated content is not plagiarism → But you need to combine AI with original ideas and human oversight ● More AI-generated content → more competition, but also, original, human content will stand out more
- 5. How to stand out in the age of AI content?
- 6. Integrate original thoughts and research Prioritize content based on real-life experience: → Publish original research (e.g., a survey with your audience) → Leverage your own real-life experience (e.g., write about case studies with your clients) → Work with SMEs (e.g., interview your product manager or an influencer) → Create original visual content (e.g., graphs)
- 7. E-E-A-T 1) Experience 2) Expertise 3) Authoritativeness 4) Trustworthiness ● It comes from Google’s Search Quality Rater Guidelines and is not a direct ranking factor ● More AI-generated content → originality and E-E-A-T signals are getting even more important
- 8. 8 New element: Experience “Consider the extent to which the content creator has the necessary first- hand or life experience for the topic. Many types of pages are trustworthy and achieve their purpose well when created by people with a wealth of personal experience. For example, which would you trust: a product review from someone who has personally used the product or a “review” by someone who has not?”
- 10. Prioritize off-page authority signals Greater importance of off-page SEO (e.g., backlinks and mentions): -> Create research-driven and thought leadership content → Opt for story-driven content marketing -> Embrace your brand story and create content that drives positive change in your community → Focus on building a community of people who will come back for your content
- 11. Example: iFixit ● iFixit is an eCommerce website offering repair kits for fixing your smartphone or computer at home ● They get their organic traffic by talking about a topic they see as fundamental for their brand story: the Right to Repair ● They believe consumer electronics companies should release more information about their software and hardware so people can fix their devices themselves
- 12. Example: iFixit
- 13. Ensure fact-checking and human editing Make sure to: ● Fact-check automatically generated content ● Rewrite vague sections to be more specific and remove generalizations ● Edit for style, removing extra words and repeated ideas ● Work with human editors and SMEs
- 14. Create content that can’t be easily replicated directly on the SERP “Google’s SGE (Search Generative Experience) can take up a lot of space for the queries that it displays on. So once that gets released out of beta, the available traffic from some keywords might go down. To hedge against that risk, I highly suggest creating pages with valuable experiences that can’t easily be replicated directly on the SERP.” - Kyle Byers, Head of Organic Search at Semrush
- 15. Create content that can’t be easily replicated directly on the SERP ● Make your content interactive ● Add detailed guidelines and screenshots/visuals for every step you describe in the article ● Add charts, video, GIFs, etc. ● Create a great user experience with your content
- 16. ● Prepare to optimize your content to appear in the AI summaries in addition to Featured Snippets ● Invest in other channels – e.g., search on video and social media platforms
- 17. Talk to AI like you talk to a person ● Make your prompts as specific and detailed as possible ● Don’t expect a perfect result from the first prompt ● Ask follow up questions and use multistep prompts ● Fact-check the information and ask for proof
- 18. Embrace the “hybrid approach” to AI & SEO ● AI-generated content is not always enough for SEO ● If you’re looking to create content optimized for search, you still need to analyze search intent, use competitive insights, and research keywords ● Look for AI content tools that also offer SEO data: e.g., keywords, search intent analysis
- 19. 19 Can AI do your keyword research? ● Not accurately. Many will produce convincing information that is inaccurate. ● Still, AI can help with many aspects of keyword research and keyword optimization
- 20. 20 Ways to use AI in keyword research ● Brainstorm content ideas based around keywords you’ve identified ● Assess keyword optimization of text and compare it to other text (competitors) ● Keyword clustering and mapping
- 21. Get creative and look for more ways to utilize AI There are multiple ways AI can help you with content marketing research, content creation and optimization. Let’s look at some examples.
- 22. AI and SEO Go to Settings & Beta
- 23. AI and SEO Turn this on…
- 24. AI and SEO Start your prompts from here
- 25. AI and SEO Now you’ve got the upload button!
- 26. On-page SEO edits based on GSC data Improving the relevance of a single article
- 27. Include only one URL Exclude branded queries EXPORT
- 29. Clean up prompt Check it
- 31. Prompt Paste in the content of the page
- 32. It starts to analyze
- 33. The Prompt: • Focus on missing keyphrases • Don’t sacrifice clarity or flow • Highlight the recommendations
- 34. What do you think?
- 36. How about these?
- 37. Optimize titles for CTR in SERPS Site-wide SEO analysis (GSC, GA4)
- 38. Include only blog URLs Exclude branded queries EXPORT
- 39. Delete the rows with no clicks
- 40. We don’t care about this data… EXPORT Title tags and URLs in one report
- 41. Always delete these rows first
- 44. Check the data… Looks good!
- 46. What do we think of these recommendations?
- 47. Estimate the traffic impact Around 700 clicks / month
- 49. Adding Depth with FAQ Content Load content Load questions Find gaps Fill gaps
- 50. Prompt Paste in the content of the page
- 51. Expand, collapse, expand, collapse, expand, collapse Copy these questions… Search for the primary phrase
- 52. Prompt Paste in the questions from the PAA box Common questions your page doesn’t answer…
- 53. Prompt
- 54. Identify missing topics on key pages It’s for both SEO and conversion optimization
- 55. Aurora Launch Services Services: Spacecraft launch services, spaceport Audience: commercial satellite operators
- 57. Tell it what it missed
- 58. Aurora Launch Services Homepage • 325 words total • One header, one subhead • Three long paragraphs • Contact form • Ranks #28 for “spacecraft launch services”
- 59. Prompt Paste in your sales page copy
- 61. Prompt Paste in your competitor’s copy
- 62. Competitive analysis based on the persona’s needs
- 63. Ask it for a bar chart comparing your site to theirs See the content gaps? *requires ChatGPT Plus with Code Interpreter
- 66. Semantically related phrases: “satellite” “launch vehicles” “low earth orbit”
- 68. Find the semantically related keyphrases This is Market Muse
- 69. First, tell it to categorize Give it the list of phrases
- 71. This matrix shows the opportunities for both conversion and SEO
- 72. Here is the scoring system it devised
- 74. AI and SEO
- 75. Keyphrase-First Page Audit and Improvements Start with a keyword gaps using Semrush data
- 76. EXPORT Get all of the phrases We’ll focus on the homepage
- 77. Keyphrase performance for your homepage and your competitors homepages
- 78. The data and the prompt
- 79. Give it a goal. Ask it to analyze. These look like gaps (and opportunities)
- 80. A visualization helps you review the data. Edit this list A list of phrases we should consider adding. Review carefully
- 81. Prompt Paste in your homepage copy Draft of new keyphrase- focused sections Edit this copy
- 82. Keyword Realignment For those surprise, accidental rankings
- 83. Really? I didn’t know that this page ranks…
- 84. Filter the report to just show performance for that URL EXPORT
- 85. Grab the HTML file for the page
- 86. Upload the files Give it the role, the goal and instructions Analysis of page relevance and keyphrase performance
- 87. Suggestion for a new target keyphrase
- 88. Prompt it for edits A bunch of exact match phrases. Not very helpful…
- 89. Prompt for better semantic SEO Much better…
- 90. Find SEO gaps in your content strategy Semantic distance analysis
- 91. Which topics have you missed? Topic Topic Topic Topic Topic ???
- 92. Upload and prompt it to merge the files Ask for the link to download
- 93. Prompt gives it a role, asks for topics based on semantic distance analysis Some of these look good!
- 94. I’ve never written these. But I have written many closely related articles. I want more detailed analysis, more specific recommendations
- 95. Shows where a new article would fit into a gap
- 96. AI = Never Starting from Scratch The Semrush “Content Shake” app gets you started
- 97. Add the topic suggested by AI
- 98. Select an H1 header
- 99. Pick an intro paragraph, then edit
- 101. Content that fills gaps built-in promo advantages Borrow visuals, examples and data from the related articles. Share with influencers who contributed to the related articles Notify editors who linked to the related articles. Link to the new article from the related articles.
- 102. Suggest internal links Connect the best cheese to the best mousetraps
- 103. EXPORT Report: Pages and screens Dimension: Page title Secondary dimension: Page path Date range: long! Filter: Page path contains “blog”
- 104. It categorizes all the articles into topics
- 105. High traffic pages link to high engagement pages on the same topics! Prompt giving it two criteria
- 106. Quality Rater Guidelines Review Going beyond the text on the page
- 107. Grab the HTML file for a page
- 108. Tell it to act as a Quality Rater. Upload the HTML file. Give it the target keyphrase Paste in the page content
- 110. Give it a competitor page. Upload the HTML file. Paste in the page content
- 111. And another… Upload the HTML file. Paste in the page content
- 112. Let’s visualize the E-A-T differences Gaps, opportunities and positioning
- 113. Ask it to suggest improvements Some are much better than others…
- 114. Your AI Challenge… The only limit is your imagination!
- 115. What [answers/topics/keyphrases/formats] are missing from this [URL/website/content strategy]?
- 116. …and what data and prompts will get you there?
- 118. Thank you. Reach out anytime. Andy Crestodina Co-founder / CMO 773.353.8301 andy@orbitmedia.com
Editor's Notes
- With new generative AI capabilities in Search, we’re now taking more of the work out of searching, so you’ll be able to understand a topic faster, uncover new viewpoints and insights, and get things done more easily.
- Contentshake demo here
- Convert: Blog post from script, script from blog post Accessibility: audio transcription, captioning, text-to-speech
- Convert: Blog post from script, script from blog post Accessibility: audio transcription, captioning, text-to-speech