The Impact of AI in SEO: How is it Going and What to Expect Next - #FOS24

THE IMPACT OF AI IN SEO BY @ALEYDA FROM @ORAINTI
AT #FOS24 THE IMPACT OF AI IN SEO BY @ALEYDA FROM @ORAINTI AT #FOS24 THE IMPACT OF AI IN SEO How is it Going and What to Expect Next

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texto 3 Nivel de texto 4 Nivel de texto 5 THE IMPACT OF AI IN SEO BY @ALEYDA FROM @ORAINTI AT #FOS24 Large language models (LLMs) represent the biggest   change in the world of search since Google

AT #FOS24 AI’s LLMs disrupted how we produce everything in SEO and content

AT #FOS24 Content was commoditized with Google approving AI content as long it was high quality, original, and useful https://developers.google.com/search/blog/2023/02/google-search-and-ai-content

AT #FOS24 However, this has been quickly manipulated to produce low-quality content and rank spam at scale in SERPs

AT #FOS24 There has been a rollercoaster of Google updates and shifts in search results trying to tackle this https://status.search.google.com/products/rGHU1u87FJnkP6W2GwMi/history

AT #FOS24 But, does any of this matter if in the not- so-far future our best-ranked content is going to be pushed way below the fold by Google SGE snapshots anyway?

AT #FOS24 Yeah, the uncertainty in SEO lately has been challenging…

AT #FOS24 We have the good, the bad, and the ugly AI in search scenarios, let’s go through them & see how to tackle! Avoid AI common low quality output issues and risks Leverage AI to accelerate your SEO workflow Tackle potential Google SGE traffic risks The bad The good The Ugly

AT #FOS24 Despite the risks, SEO processes that don’t leverage AI opportunities, will struggle to be competitive

AT #FOS24 Besides new AI/LLMs tools we also have further integration of AI into the ones we already use, and GPTs ChatGPT Writesonic Frase

AT #FOS24 This has sadly already caused content originality and quality issues due to lack of validation, hurting SEO reputation & trust

AT #FOS24 USANDO CHATB It’s why for safe, quality results, it’s fundamental to follow a validation process, like the one of Aleksandr Tiulkanov

AT #FOS24 It’s also important to consider what Large Language Models (LLMs) are and aren’t good for

AT #FOS24 It’s possible to leverage AI in our SEO tasks for much more beyond content generation too Leveraging AI for Data Analysis and Visualization Language and Content Assistance SEO Technical Support Content Audits and Analysis Using AI to classify URLs and perform analysis across a data set Using AI tools to explain technical problems to non- technical stakeholders Using AI tools like Similar.ai and MerchStack for e-commerce Experimenting with AI tools to enhance content and generate micro-copies Automation and Efficiency Research and Competitive Analysis Report Automation Link building and Backlinks Looking for ways to improve efficiency, speed up audits and avoid manual errors Using AI tools for research, analysis and topic extraction Automating reports and showing the ROI of tasks Using AI tools to identify link opportunities and analyze backlink quality https://hub.seofomo.co/seo-auditing-survey/#14

AT #FOS24 Craft prompts for more accurate, well-defined, quality results Use AI chatbots to accelerate research, analysis and implementation processes Better integrate the output of AI chatbots into your SEO workflow A balanced approach is necessary to maximize   the benefits without compromising the outcome

AT #FOS24 We can use ChatGPT Plus with custom SEO oriented instructions, plugins and SEO focused GPTs

AT #FOS24 We can also use MS Copilot, Gemini, Claude or tools like Chatsonic

AT #FOS24 Start by maximizing the quality of the output with clear and concise prompts Task Execution Expert validation and editing of the result 1 Clear and concise prompts 2

AT #FOS24 Use the 5Ws and the H to ensure concise prompts   and maximize quality of results in fewer iterations ๏ 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

AT #FOS24 Like this we will obtain specifically relevant results in the first iteration, for example, when generating title tag ideas VS

AT #FOS24 I’ve created this prompt generator in Google Sheets using the 5Ws and the H for faster results https://www.aleydasolis.com/en/search-engine-optimization/ai-prompts-digital-marketing-seo-generator/

AT #FOS24 Copy the sheet and create a shortcut in your browser for easy access whenever you need a prompt and create your own library for your team for reuse = https://www.aleydasolis.com/en/search-engine-optimization/ai-prompts-digital-marketing-seo-generator/

AT #FOS24 Remember to take into account your data privacy too though while doing it so

AT #FOS24 Use SEO tools plugins in ChatGPT such as the Serpstat one to get the most popular keywords for a topic along with their main metrics

AT #FOS24 Get the most popular questions of any trending topic, with URLs covering them with CoPilot

AT #FOS24 Generate ideas for an article from top questions to capitalize on its popularity

AT #FOS24 But, are these the right topics to rank for? Let’s see based on the best search results

AT #FOS24 Generate outline alternatives for the chosen article topic

AT #FOS24 Obtain a content brief to develop an   optimized article for the selected outline

AT #FOS24 Create a clicks Forecast of the next few months based on historical GSC performance metrics leveraging ChatGPT data analysis capability

AT #FOS24 Validate if it’s possible to rank with the   same page for two similar searches

AT #FOS24 Check if it’s feasible to position in different   international markets with the same page

AT #FOS24 Verify what type of content is needed   to position in different markets

AT #FOS24 But how do you integrate this with existing SEO data and current workflow in a scalable way?

AT #FOS24 SEO tools are now featuring ChatGPT in features within their interface, like SEOTesting, facilitating integration

AT #FOS24 Eg. For underperforming pages with a lack of key terms in metadata, they offer AI suggestions, that are customizable

AT #FOS24 The Horseman SEO crawler also has GPT content recommendations and insights integration

AT #FOS24 Horseman also provides a “No Code” AI based interface   to easily scrape and obtain data from the crawls

AT #FOS24 You can also use Sheets Add-Ons leveraging Open AI API   to integrate with your existing information https://numerous.ai/ https://gptforwork.com/

AT #FOS24 Identify search intent or perform a sentiment   analysis of existing keywords in bulk

AT #FOS24 USANDO CHATBOTS DE IA PARA 10X TU ESTUDIO DE PALABRAS CLAVE POR @ALEYDA DE @ORAIN Detect the parent subject or main category   of existing keywords to classify them

AT #FOS24 Generate titles, meta descriptions, H1s and FAQs for your content in bulk using extensions such as Numerous.ai

AT #FOS24 Rewrite the content of your templates to make it   unique for different categories/locations/listings

AT #FOS24 And not just for content, you can leverage AI chatbots to support auditing and technical SEO tasks

AT #FOS24 Obtain a speed and Core Web vitals metrics validation of your pages using the Web Performance Engineer GPT https://chat.openai.com/g/g-C9Vn0SycL-web-performance-engineer-wpe

AT #FOS24 Get actions to take to improve the provided performance metrics https://chat.openai.com/g/g-C9Vn0SycL-web-performance-engineer-wpe

AT #FOS24 Get suggestions for the structured data to add to any pages with the Schema Advisor GPT from Amanda Jordan https://chat.openai.com/g/g-C9Vn0SycL-web-performance-engineer-wpe https://chat.openai.com/g/g-tAOlskeJJ-schema-advisor-amanda-jordan

AT #FOS24 Get the Schema code for any of the structured data recommendations you want to go ahead with https://chat.openai.com/g/g-C9Vn0SycL-web-performance-engineer-wpe https://chat.openai.com/g/g-tAOlskeJJ-schema-advisor-amanda-jordan

AT #FOS24 Generate a hierarchical navigation structure   for a list of your Website URLs

AT #FOS24 Obtain cross- linking suggestions for a list of   URLs based on their semantic relevance

AT #FOS24 Search Engine Chat Bots Resources and Tools based on ChatGPT Content / SEO Tools Chatbots ChatGPT SEO PHASES Content Optimization Technical Optimization Link Building Measurement Reporting Research Organization Generation TASKS Keyword & Competition Analysis It’s about taking advantage of AI functionalities to   enhance our SEO tasks without compromising quality

AT #FOS24 So does this mean that AI can replace SEOs and content specialists? Only if you are a non-strategic specialist! https://chat.openai.com/g/g-C9Vn0SycL-web-performance-engineer-wpe https://www.linkedin.com/pulse/future-seo-ai-aleyda-sol%C3%ADs/

AT #FOS24 Remember a bot can’t prioritize based on business goals, coordinate and incentivize SEO execution https://chat.openai.com/g/g-C9Vn0SycL-web-performance-engineer-wpe https://www.linkedin.com/pulse/future-seo-ai-aleyda-sol%C3%ADs/

AT #FOS24 These can help to workaround execution bottlenecks to show value and gain support faster

AT #FOS24 But Google is taking more aggressive action against sites trying to abuse “scaled content” thanks to AI & programmatic SEO https://chat.openai.com/g/g-C9Vn0SycL-web-performance-engineer-wpe https://blog.google/products/search/google-search-update-march-2024/

AT #FOS24 Google is also doubling down on the need to show actual experience and helpfulness in your content https://chat.openai.com/g/g-C9Vn0SycL-web-performance-engineer-wpe https://developers.google.com/search/docs/appearance/helpful-content-system

AT #FOS24 As well as to clearly disclose when AI is leveraged to produced content, specifying where and how it was used https://developers.google.com/search/blog/2023/02/google-search-and-ai-content

AT #FOS24 There’s a clear pattern in the experience, helpfulness & expertise shown by top pages for very competitive queries Review criteria Authority Mentions Industry Stats Helpful FAQ Authorship

AT #FOS24 This is why it’s fundamental to clearly optimize your content accordingly! You can use my content quality and helpfulness / EEAT Sheet checklist https://docs.google.com/spreadsheets/d/12-F9Z4NzDADOFRQtOiN-CtjY2aaqj-R5CcrJNCuTha4/edit#gid=0

AT #FOS24 Accelerate the analysis by using the Helpful Content Analyzer GPT to assess it vs your top competitors https://chat.openai.com/g/g-WxhtjcFNs-content-helpfulness-and-quality-seo-analyzer

AT #FOS24 Leverage “People Also Ask” questions and those asked over social platforms (reddit, quota, etc) about the topic to enrich and expand the content further too

AT #FOS24 You can use keyword tools like AlsoAsked or Keyword Insights to quickly identify top questions to address Alsoasked and Keyword Insights

AT #FOS24 It’s about making your content best in class to compete, independently of how is produced https://www.aleydasolis.com/en/seo-flowcharts/

AT #FOS24 But, that’s so much work would any of this be worthy in the future? Let’s take a look at Google’s SGE Snapshots!

AT #FOS24 Google started the SGE test in May 2023 specifying how they took LLMs limitations into account https://static.googleusercontent.com/media/www.google.com/en/search/howsearchworks/google-about-SGE.pdf

AT #FOS24 Snapshots were meant to give a synthesis supporting users journeys, providing links to continue exploring https://static.googleusercontent.com/media/www.google.com/en/search/howsearchworks/google-about-SGE.pdf

AT #FOS24 https://labs.google.com/search/experiment/1?authuser=0&source=srp So yes, Google SGE Snapshots are designed to be Featured Snippets on “Steroids” SGE Snapshot Featured Snippet

AT #FOS24 May 2023 January 2024 However, at the start, there was a lack of links, that Google started to include further after complaints

AT #FOS24 SGE snapshots started to feature their source in carousels at the top right and within the content itself by clicking, showing usually content from top-ranked pages January 2024

AT #FOS24 But Google is always doing tests, and at the moment is not showing the carousels at the top right, only the links and carousels within the snapshots February 2024

AT #FOS24 May 2023 February 2024 On the other hand, Google has become more selective of queries for which they give a snapshot

AT #FOS24 The nature of the topic and usefulness of the SGE snapshot given existing search results play a role

AT #FOS24 In a study from Mike King, only 40% of SERPs add a SGE snapshot, and half are shown to informational queries https://searchengineland.com/how-search-generative-experience-works-and-why-retrieval-augmented-generation-is-our-future-433393

AT #FOS24 This was also found by Onely, SGE snapshots are more prevalent for some topics and intents https://www.onely.com/blog/all-the-useful-data-about-sge-you-need-to-know-right-now/

AT #FOS24 Additionally, a high share of the top 10 ranked pages are used within the SGE snapshot too https://searchengineland.com/how-search-generative-experience-works-and-why-retrieval-augmented-generation-is-our-future-433393

AT #FOS24 So, by ranking well in top organic positions our chances to get included increase! Should we be then scared or not?

AT #FOS24 DUPLICATIVE SGE SGE Snapshot duplicating or with high overlay with current organic search results or features SUMMARIZING / COMPLEMENTARY SGE SGE Snapshot summarizing and / or complementing current organic search results or features ACCELERATOR SGE SGE Snapshot directly featuring next step of search journey information LOW RISK LOW-MEDIUM RISK MEDIUM-HIGH RISK SGE TRAFFIC RISK LEVELS It depends! Some SGE scenarios carry a higher traffic risk than others based on impact on users’ search fulfillment https://searchengineland.com/google-extended-does-not-stop-google-search-generative-experience-from-using-your-sites-content-433058

AT #FOS24 We have the duplicative SGE Snapshot with low traffic risk, that happens with snapshots duplicating an existing search feature, such as a map pack

AT #FOS24

AT #FOS24 (Not so) Hot Take! One of these will be gone for the release. It doesn’t make sense to have both.

AT #FOS24 Something similar happens with SGE vs existing search features of informational recipes queries

AT #FOS24 Another duplicative low risk scenario happens with the non-clickable listings provided for some commercial queries with similar clickable search features

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AT #FOS24 (Not so) Hot Take! The snapshot will disappear or inherit the search feature behavior to fulfill users’ needs (and then the search feature would be removed)

AT #FOS24 We have also summarizing and complementary SGE snapshots with Low- Medium traffic risk, like the ones of template queries, for which you still need to go to the source to fulfill need

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AT #FOS24 Another low-medium risk summarizing scenario happens with informational how-to queries that require more comprehensive insights to be fulfilled, like how to wash sneakers

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AT #FOS24 Something similar happens with queries that require more comprehensive content in different visual formats, such as “ab workout at home”

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AT #FOS24 (Not so) Hot Take! The snapshot is a nice summary but won’t fulfill users need most of the time, who will still need to click on pages

AT #FOS24 Then we have then the accelerator SGE Snapshots with Medium-High Traffic Risk, for non- branded commercial queries like backpacks for women

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AT #FOS24 (Not so) Hot Take! Top ranked listing pages of highly authoritative ecommerce sites will lose traffic to their product pages in the snapshot (if they’re well optimized and included) or to the ones of competitors

AT #FOS24 Something similar and likely more impactful happens for well known brands with branded transactional queries like Air Jordan sneakers

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AT #FOS24 (Not so) Hot Take! The brand category/facet that ranks first will lose a lot of that traffic to its own and resellers PDPs in SGE

AT #FOS24 But likely the worst scenario of “accelerator” snapshots happen with navigational queries like “Amazon watches”

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AT #FOS24 (Not so) Hot Take! The brand top ranked PLPs will lose a high share of traffic to their own PDPs (if included) and competitors ones

AT #FOS24 There’s then certainly some traffic risk for some queries depending on the snapshot role and search fulfillment

AT #FOS24 Informational queries Like informational queries with summarizing SGEs and commercial with accelerator ones Commercial queries + Summarizing SGE Accelerator SGE

AT #FOS24 It’s definitely important to take action to be prepared when -and if- the SGE is finally released Hurry up! I’ll help you next https://chat.seofomo.co/forum/seo-ai/are-you-worried-about-google-s-sge-impact-poll

AT #FOS24 Here’s an SGE assessment checklist to help you identify the potential risk for your own customer journey queries https://docs.google.com/spreadsheets/d/1xQzAA81dWyY6BPxPOrLbo5nBxLEjQYhsvmqJZIUTsRo/edit#gid=0

AT #FOS24 Verify the SGE inclusion for major traffic and conversion driver terms you target, representative of different intents https://docs.google.com/spreadsheets/d/1xQzAA81dWyY6BPxPOrLbo5nBxLEjQYhsvmqJZIUTsRo/edit#gid=0

AT #FOS24 Identify the traffic erosion risk to prioritize action depending on SGE type, inclusion and query fulfillment https://docs.google.com/spreadsheets/d/1xQzAA81dWyY6BPxPOrLbo5nBxLEjQYhsvmqJZIUTsRo/edit#gid=0

AT #FOS24 Take a look at the already SGE featured pages and analyze their characteristics vs yours to identify opportunities https://docs.google.com/spreadsheets/d/1xQzAA81dWyY6BPxPOrLbo5nBxLEjQYhsvmqJZIUTsRo/edit#gid=0

AT #FOS24 If you’re already ranking and not yet included in SGE: what content type, insights, format are those included showing that help to fulfill the search need that you’re not? Identify and close that gap!

AT #FOS24 Develop a content gap analysis using content optimization tools to accelerate the process Frase

AT #FOS24 Enrich or expand your content addressing SGE’s follow up questions

AT #FOS24 Leverage “People Also Ask” questions and those asked over social platforms (reddit, quota, etc) about the topic to enrich and expand the content further too

AT #FOS24 You can use keyword tools like AlsoAsked or Keyword Insights to quickly identify top questions to address Alsoasked and Keyword Insights

AT #FOS24 Do this not only for currently ranked pages but the SGE featured one. Like PDPs over PLPs for commercial queries Descriptive metadata Unique description Product structured data High-quality images Reviews Q&As FAQs Merchant Center Feeds Internally linked XML sitemaps inclusion Inventory reliant indexability PDPs

AT #FOS24 So yes, is about the optimization alignment across areas and user journey to make the content best in class to compete https://www.aleydasolis.com/en/seo-flowcharts/

AT #FOS24 Really?

AT #FOS24 Really! a research was published about optimization tactics for generative search, introducing GEO https://arxiv.org/abs/2311.09735

AT #FOS24 The usage of citations, quotations from relevant sources and stats were found to boost source visibility https://arxiv.org/abs/2311.09735

AT #FOS24 At the end, remember that fulfilling users search needs and referring when relevant is at the core of how search engines work and their business model, so there’s an incentive to “get it right” https://searchengineland.com/google-ceo-on-sge-and-search-evolution-well-get-it-right-431888

AT #FOS24 SGE might not even get released as it’s still being tested and the end date was removed at the end of 2023 https://www.seroundtable.com/google-sge-december-end-date-removed-36600.html

AT #FOS24 But it’s time to own those test SGE snapshots, just in case

AT #FOS24 It’s possible! Time to get ready

AT #FOS24 It’s about maximizing the good, minimizing the bad, and avoiding the ugly Avoid AI common low quality output issues and risks Leverage AI to accelerate your SEO workflow Tackle potential Google SGE traffic risks The bad The good The Ugly

AT #FOS24 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 Author * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder Thanks! Questions? THE IMPACT OF AI IN SEO BY @ALEYDA FROM @ORAINTI AT #FOS24

The Impact of AI in SEO: How is it Going and Wh...

The Impact of AI in SEO: How is it Going and What to Expect Next - #FOS24

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