Trust and Quality in the New Era of Content Discovery
Presentation Title
Subtitle
Month, #, Year
The AI Hype Cycle
SEO in the AI Era: Trust, Quality and Content Discovery
Source (April, 2023)
14% average
productivity increase
source (2017)
$15 trillion contribution to the global economy
We ❤ AI
What a time saver!!
source (Feb 2024)
The use of search engines may drop 25%??
SEOs think this could happen
SEO in the AI Era: Trust, Quality and Content Discovery
source (April, 2024)
This flood of low quality content will break the web…
source (April, 2024)
…and creators will have no incentive to keep publishing
1. Google’s SGE will kill clickthrough rates
2016: Google = White Pages
2016: Google = White Pages�2024: Google = Yellow Pages
Steady rankings!
Falling traffic
Most of that rise and fall was to the blog
15 Years of organic website traffic
Visitors who land on service pages are 10x more likely
to become a lead
SEO in the AI Era: Trust, Quality and Content Discovery
Maybe AI can help with CTRs
Recommend title tag edits for higher clickthrough rates
Title tags affect clickthrough rates!
SEO in the AI Era: Trust, Quality and Content Discovery
Include only blog URLs
Exclude branded queries
EXPORT
Delete the rows with no clicks
We don’t care about this data…
EXPORT
Title tags and URLs in one report
Always delete these rows first
Want to upload files to ChatGPT?
You’ll need a paid account …$20
ChatGPT Plus
8 years to develop
175 billion parameters
$540M per year to train
Koval Manhattan
2 oz Rye�3 dashes Angostura bitters
Splash Rosehip liqueur
Prompt
It’s got it…
Prompt
Check the file
Title tags
Rankings
CTRs
Looks good!
Analysis prompt
What do we think of these recommendations?
2. AI generated content will be penalized
Undetectable
“Obvious AI writing is obvious only because it is low-effort.�
Prompting multiple times removes detectability. All detectors have high false positive rates & none work well with GPT-4.”
Ethan Mollick
University of Pennsylvania
Detectability
Quality
10x Effort = 100x Results
Do anything you can �to produce more of these
SEO in the AI Era: Trust, Quality and Content Discovery
Services: Spacecraft launch services, spaceport
Audience: Commercial satellite operators
Lazy prompt
Undifferentiated,
obvious, boring
AI = Average Information
…tastes like water
Job title
Industry, company size
How they buy
Responsibilities, challenges
Needs, requirements
“Andy, do you really know this is accurate? �You didn’t validate this. Check these with your customers before using this. ��I don’t trust this.”
Ardath Albee
Marketing Interactions
AI = Assume Incorrect
Don’t trust AI. Trust yourself.
Tell it what it missed
Now we’re ready to research topics!
Brainstorming is the #1 use case for AI
SEO in the AI Era: Trust, Quality and Content Discovery
Ask about the persona’s
information needs
Relevant and aligned
Then ask for topics…
These look pretty good!
AI = Another Input
…useful? That’s up to you.
Persona 🡪 Information Needs 🡪 Topics
Still worried about an AI penalty?
You’re hiring a marketing company to create an ad.
Which company sounds best to you?
Do your clients / boss expect you to use AI?
3. Search itself is threatened
17 CSS files
72 JavaScript files
14 Tracking tags
43 images
1948 words (156 word recipe)
1.9 GB
Video ad
Sticky banner
Favorite this
Share buttons
Popup
Captcha
SEO in the AI Era: Trust, Quality and Content Discovery
1.9 GB
120 MB
Video ad
Sticky banner
Favorite this
Share buttons
Popup
Captcha
Guac recipe
SEO in the AI Era: Trust, Quality and Content Discovery
Browser + Google + Website | AI App |
12 ads and offers | - |
6 modal windows / overlays | - |
14 tracking / retargeting tags | - |
1.9 GB | 120 MB |
1948 words | 128 words |
…a guac recipe 🥑 | …a guac recipe 🥑 |
Source: HTTP Archive
The average webpage is 2MB+
SEO in the AI Era: Trust, Quality and Content Discovery
SEO in the AI Era: Trust, Quality and Content Discovery
The information I wanted (8 characters)
SEO in the AI Era: Trust, Quality and Content Discovery
Could AI be a source of traffic?
Wait… AI is a source of traffic?
This GA4 exploration segment shows some AI traffic
SEO in the AI Era: Trust, Quality and Content Discovery
You know SEO. Now meet AIO.
How to get AI to mention
your brand and your content
Training Data for ChatGPT-3
250 Billion Pages
Pages linked to from upvoted Reddit posts
Journals, libraries, legal docs, movie/TV subtitles
…you know this one
SEO in the AI Era: Trust, Quality and Content Discovery
Known knowledge sources for ChatGPT-3
Known news sources for ChatGPT-3
How to get AI to
mention your brand*
*mostly speculation
Content Marketing
Digital PR
Directories and Communities
The Biggest Digital Footprint Wins
4. The internet is going to collapse
4. The Internet is going to collapse
source (2013)
It’s the end of the internet
…again
source (April, 2024)
This flood of low quality content will break the web…
Your audience still needs help
…and there’s more to life than search!
Algorithm Marketing | Relationship Marketing |
Search engine optimization | Email marketing |
Social media marketing | Referral partners, word of mouth |
| Events and webinars |
| Community building |
Disintermediation
Be a “T-Shaped” marketer
…or maybe that’s not enough
Strategy | Content | Social | SEO | PPC | Video | Conversion | Workflows | Influencers | Automation | Analytics |
Wide breadth of knowledge across many areas of marketing
SEO in the AI Era: Trust, Quality and Content Discovery
Strategy | Content | Social | SEO | PPC | Video | Conversion | Workflows | Influencers | Automation | Analytics |
Keyword Research |
On-page SEO |
Link Building |
Technical SEO |
Local SEO |
Performance Tracking |
UX / E-A-T |
Site Architecture |
Deep knowledge and experience
in one specialty
What else should you specialize in??
SEO in the AI Era: Trust, Quality and Content Discovery
Strategy | Content | Social | SEO | PPC | Video | Conversion | Workflows | Influencers | Automation | Analytics |
Keyword Research |
On-page SEO |
Link Building |
Technical SEO |
Local SEO |
Performance Tracking |
UX / E-A-T |
Site Architecture |
Deep knowledge and experience
in one specialty
May I suggest conversion?
SEO in the AI Era: Trust, Quality and Content Discovery
image source: Marco Verch, Flickr
TRAFFIC
CONVERSION RATE
image source: Marco Verch, Flickr
What if we could make this number go up a bit?
SEO in the AI Era: Trust, Quality and Content Discovery
AI for Conversion Optimization
Find the gaps in your most important pages
Our services page�
• 250 words
• Vague headers
• Video
• No supportive evidence
• Ranks #47 for “launch providers”
Three ways to give
AI a webpage
Let’s give AI the page
Screenshot
Detailed prompt
(best practices)
Unmet need
Unmet need
Unsupported claims
Vague subheads
Find efficiencies
Find deficiencies
Best Practices
Audit Prompt Gaps & Ideas
Creation Prompt Draft
Example: Product Detail Page
Role and goal
Best practices
(15 points)
Ask for an audit
Ask for a draft
148 page deck!
What is missing
from this…
Any marketing asset!
What is missing
from this…
Any strategic documents
“The problem is not that AI is doing what marketers can do.
The problem is that marketers keep doing what can be done by an AI.”
Jay Baer
Author, thought leader, speaker
Perfect timing for �my audience
Strong opinion
Personal video�demonstration
Point of view in �a visual format
Curated input from opinionated friends
Machines can’t do
these things well (yet)
ChatGPT can’t throw a punch
…but it can find provocative topics!
Provocative-but-mundane-topic prompt
What questions are people in [industry] afraid to answer?
What false things do people in [industry] believe to be true?
What are the most important topics in [industry] that are the least likely to be covered by the popular blogs?
What are the most common assertions in [industry] that are least likely to be supported with evidence?
What counter-narrative opinions about [topic] are least likely to be discussed by bloggers and thought leaders?
SEO in the AI Era: Trust, Quality and Content Discovery
Thank you.
Reach out anytime.
Andy Crestodina
Co-founder / CMO
773.353.8301
andy@orbitmedia.com
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