Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Leveraging AI Bots for SEO

Leveraging AI Bots for SEO

Aleyda Solis

April 06, 2023
Tweet

More Decks by Aleyda Solis

Other Decks in Marketing & SEO

Transcript

  1. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    LEVERAGING AI
    BOTS FOR SEO

    View full-size slide

  2. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    AI-Generated Profile Picture
    I’m Aleyda Solis, SEO Consultant

    View full-size slide

  3. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    SEO processes that don’t
    leverage the opportunities
    given by the latest AI
    functionalities & tools will
    struggle to be competitive

    View full-size slide

  4. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    The launch of
    ChatGPT has
    triggered a new
    era of AI for SEO

    View full-size slide

  5. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    We didn’t only quickly started to use it to

    support and automate our SEO tasks
    https://www.aleydasolis.com/en/search-engine-optimization/chatgpt-for-seo/

    View full-size slide

  6. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    A variety of plugins and resources were also

    launched to make it even better and easier to use
    https://www.aiprm.com/

    View full-size slide

  7. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    This started the race of search engines to release their
    own chatbot interfaces, some better than others still
    Bing Bard

    View full-size slide

  8. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    For real, Bard
    Bing Bard

    View full-size slide

  9. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    The new interface shouldn’t be detrimental to SEO as it
    focuses on supportive tasks and informational queries
    https://blogs.bing.com/search-quality-insights/february-2023/Building-the-New-Bing

    View full-size slide

  10. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    …as long as they keep referring traffic to source
    Websites, as Bing is committed to continue doing
    https://blogs.bing.com/search/march_2023/Driving-more-
    traffic-and-value-to-publishers-from-the-new-Bing/

    View full-size slide

  11. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Hopefully Google steps up in this way too
    https://searchengineland.com/google-explains-why-bard-rarely-
    lists-citations-and-links-to-content-creators-394635

    View full-size slide

  12. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Also, content tools that already had AI features, took

    them to the next level & integrated a bot interface

    View full-size slide

  13. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    This is great since Google finally shared they’re ok

    with AI content if it’s high quality, original & useful
    https://developers.google.com/search/blog/2023/02/google-search-and-ai-content

    View full-size slide

  14. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    However, it’s clear that G is shifting to give more
    prominence to human written content and authors
    https://blog.google/products/search/google-
    search-new-fact-checking-misinformation/
    https://developers.google.com/search/blog/
    2022/12/google-raters-guidelines-e-e-a-t

    View full-size slide

  15. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    In a world where
    content is
    commoditized by AI,
    it’s about having
    your own voice,
    experience, and
    differentiated
    insights providing
    unique value,
    establishing a brand

    View full-size slide

  16. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Let’s see how we can leverage these tools to support

    & advance our SEO day to day, while keeping quality
    Search Engines

    Chat Bots
    ChatGPT Based

    Tools & Resources
    Content / SEO Tools

    Chat Bots
    ChatGPT
    SEO PHASES


    Keyword & Competition Analysis


    Content Optimization


    Technical Optimization


    Link Building


    Measurement


    Reporting
    Research


    Organization


    Generation
    TASKS

    View full-size slide

  17. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    With different angles and ideas from my initial

    ChatGPT for SEO article, leveraging new features
    Search Engines

    ChatGPT Based

    Content / SEO Tools

    ChatGPT
    SEO PHASES


    Keyword & Competition Analysis

    Research

    TASKS
    https://www.aleydasolis.com/en/search-engine-optimization/chatgpt-for-seo/

    View full-size slide

  18. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Before though, to maximize quality you need to
    integrate 2 key aspects when working w/ generative AI
    Clear and Concise
    Prompts as Inputs
    Task Execution
    Expert Output
    Validation and Edition
    1 2

    View full-size slide

  19. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Start by ensuring your prompts are clear and concise
    to generate quality results using the 5Ws and the H
    • What [is the expected task]: Specify your task’s main action.


    ◦ Example: Create 5 title tags


    • Where [Is it going to be used]: The location where your task will be used.


    ◦ Example: To be featured in a white jeans’ category page


    • How [is the format / language / tone / structure / length / characteristics / constraints]: All
    the characteristics of your task.


    ◦ Example: descriptive, in English, relevant, engaging, following SEO best practices, of
    no more of 50 characters each


    • Who [is the target audience]: Who’s the audience of your task


    ◦ Example: potential jeans buyers


    • When [is it going to be used]: Your task timing


    ◦ Example: at an ongoing basis


    • Why [you want to use it, the expected goal]: What’s the purpose of your task


    ◦ Example: to engage the audience and rank better in search results

    View full-size slide

  20. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    To obtain specifically relevant results like this

    in the first iteration when generating title tags
    • What [is the expected task]: Specify your task’s main action.


    ◦ Example: Create 5 title tags


    • Where [Is it going to be used]: The location where your task will be used.


    ◦ Example: To be featured in a white jeans’ category page


    • How [is the format / language / tone / structure / length / characteristics / constraints]: All
    the characteristics of your task.


    ◦ Example: descriptive, in English, relevant, engaging, following SEO best practices, of
    no more of 50 characters each


    • Who [is the target audience]: Who’s the audience of your task


    ◦ Example: potential jeans buyers


    • When [is it going to be used]: Your task timing


    ◦ Example: at an ongoing basis


    • Why [you want to use it, the expected goal]: What’s the purpose of your task


    ◦ Example: to engage the audience and rank better in search results

    View full-size slide

  21. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    I’ve created this Google Sheet Generator to write specific
    prompts using the 5Ws & the H for faster results
    https://www.aleydasolis.com/en/search-engine-optimization/ai-prompts-digital-marketing-seo-generator/

    View full-size slide

  22. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Like these ones that you’ll see in the examples
    https://www.aleydasolis.com/en/search-engine-optimization/ai-prompts-digital-marketing-seo-generator/

    View full-size slide

  23. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Then you shouldn’t fall into factual, originality, or lack of
    quality and helpfulness issues due to lack of validation

    View full-size slide

  24. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    We need to take
    into account
    what language
    models are
    good at and not
    good for

    View full-size slide

  25. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    For quality and safe
    results, let’s follow this
    ChatGPT flowchart by
    Aleksandr Tiulkanov, and
    have a subject matter
    specialist to validate and
    edit the output

    View full-size slide

  26. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Are you ok with these two? Let’s move forward with

    the actual AI task execution across different scenarios
    Clear and Concise
    Prompts as Inputs
    Task Execution
    Expert Output
    Validation and Edition
    1 2

    View full-size slide

  27. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    For Keyword &
    Competition
    Research,
    Organization,
    Generation

    View full-size slide

  28. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    ChatGPT can be useful for so many tasks in

    keyword research but lacks of fresh data

    View full-size slide

  29. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Let’s use Bing Chat, Bard and Chatsonic to get

    fresh keyword, content & competition data
    Bard
    Chatsonic

    View full-size slide

  30. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Get the latest most popular questions for any topic

    View full-size slide

  31. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Go more granular, ask for the latest top

    keywords along with their search intent

    View full-size slide

  32. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    You can ask them to propose a hub and spoke

    model for the specified keywords directly too

    View full-size slide

  33. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Get the top competitors and their latest

    published pages about the topic

    View full-size slide

  34. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    And to suggest new related topics based on

    what has been covered by these sites

    View full-size slide

  35. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Validate if it’s possible to rank with

    the same page for two similar queries

    View full-size slide

  36. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Check if it’s viable to rank for a query across

    different country markets with the same pages

    View full-size slide

  37. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Verify what type of content is needed to rank for

    a query across different markets

    View full-size slide

  38. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Obtain video content ideas based on trending videos
    about the topic

    View full-size slide

  39. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Get the hashtags to optimize these videos on YouTube
    too

    View full-size slide

  40. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    For Content
    Generation,
    Organization,
    Optimization

    View full-size slide

  41. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Create a content brief for an optimized, unique
    comprehensive 3K words guide

    View full-size slide

  42. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Get optimized titles tags based but without copying
    those of the top ranked pages

    View full-size slide

  43. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Obtain comprehensive & unique product descriptions
    based on top ranked pages

    View full-size slide

  44. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Generate the FAQs for your products with their
    answers without mentioning brands

    View full-size slide

  45. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Get the Pro’s and Con’s for your top products

    vs similar ones in the market

    View full-size slide

  46. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Generate unique and descriptive images

    for your pages, along with their ALT tags

    View full-size slide

  47. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Get facts and data to integrate within your articles
    along with their sources

    View full-size slide

  48. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Check the facts and originality of your content

    and ask to make it unique and factual

    View full-size slide

  49. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Ask to rewrite the content to pass AI detections

    View full-size slide

  50. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Does it work? Chatsonic improved it a lot
    Chatsonic Original AI Written Content Chatsonic Rewrite

    View full-size slide

  51. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    And GPTChat did even further
    ChatGPT Original AI Written Content ChatGPT Rewrite

    View full-size slide

  52. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Integrate the generated content within your workflows

    and with additional metrics using Sheets extensions
    https://numerous.ai/

    View full-size slide

  53. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    For Technical
    Optimization &
    Validation

    View full-size slide

  54. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Generate an XML sitemap for a list of URLs

    View full-size slide

  55. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Get the PHP
    code to
    automatically
    generate an XML
    sitemap for any
    new indexable
    URLs

    View full-size slide

  56. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Get a hierarchical navigation structure for a list of URLs

    View full-size slide

  57. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Get cross-linking suggestions for a list of URLs

    View full-size slide

  58. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Get the code to implement JS based

    non-crawlable links by Google

    View full-size slide

  59. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Get step-by-step
    instructions to
    add canonical
    tags via HTTP
    headers in an
    Apache server

    View full-size slide

  60. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Get step-by-step
    instructions to
    add hreflang via
    HTTP headers in
    an Apache server

    View full-size slide

  61. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Get the PHP code
    that generates
    FAQPage
    structured data
    for any guide on
    your site

    View full-size slide

  62. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    For Link Building

    View full-size slide

  63. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Get a list of experts who have already published

    about your topic to reach out

    View full-size slide

  64. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Get a list of
    relevant podcasts
    or YouTube
    channels to pitch
    to be a guest of

    View full-size slide

  65. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Get insights
    about a journalist
    or blogger you
    can refer to when
    reaching out

    View full-size slide

  66. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Write your
    outreach
    emails with
    personalized
    insights

    View full-size slide

  67. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    As you can see, it’s about leveraging bots to empower
    our SEO day to day without hurting quality
    Search Engines

    Chat Bots
    ChatGPT Based

    Tools & Resources
    Content / SEO Tools

    Chat Bots
    ChatGPT
    SEO PHASES


    Keyword & Competition Analysis


    Content Optimization


    Technical Optimization


    Link Building


    Measurement


    Reporting
    Research


    Organization


    Generation
    TASKS

    View full-size slide

  68. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    This will evolve fast w/ the support of ChatGPT plugins,
    including a Browsing one or with tools like Zapier

    View full-size slide

  69. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Does this mean that AI can replace SEOs then?

    Only if you’re a one-trick-pony, non-strategic SEO…
    https://www.linkedin.com/pulse/future-seo-ai-aleyda-sol%C3%ADs/

    View full-size slide

  70. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    … and don’t get involved in the SEO execution
    management and coordination, which a bot can’t do
    https://www.linkedin.com/pulse/future-seo-ai-aleyda-sol%C3%ADs/

    View full-size slide

  71. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    We’re "Findability"
    specialists working
    to surface, provide
    visibility &
    ultimately, sales to
    our clients whatever
    the search interface
    & paradigm is used

    View full-size slide

  72. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Just like bookkeepers
    shifted to become
    accountants and financial
    analysts after
    spreadsheets were
    released, we need to
    keep evolving to
    whatever search interface
    is used

    View full-size slide

  73. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    It’s all about leveraging the available AI functionality
    to support and evolve your SEO work

    View full-size slide

  74. LEVERAGING AI BOTS FOR SEO BY @ALEYDA FROM @ORAINTI
    Thank you!
    * I’m Aleyda Solis SEO Consultant & Founder at Orainti


    * SEO Speaker at +100 Events in +20 countries


    * Author “SEO. Las Claves Esenciales.”


    * Crawling Mondays Video & Podcast Series Host


    * #SEOFOMO & #MarketingFOMO Newsletters Creator


    * Maker LearningSEO.io


    * European Search Personality of the Year in 2018


    * remoters.net Co-Founder

    View full-size slide