AI-Powered �Website Optimization
1. Create an AI-powered persona of your target audience
2. Find opportunities to improve content on your key pages
3. Find opportunities to adjust your content strategy
Session Objectives
What is Website Optimization?
SEO + CRO = Website Optimization
Search Engine Optimization
Conversion Rate Optimization
Attract qualified visitors from search, creating traffic and visibility.
Maximizing the percentage of our visitors who take a profitable action.
SEO + CRO = Website Optimization
Traffic Source
Thank You Page
My story
AI is a “skills leveler”
Most bloggers use it for some things. �Few use it for everything
source: 2023 Blogger Survey
Write articles
How can AI help you?
How can AI help you?
Audience research
Brainstorm ideas
Write outlines
Write first drafts
Create social media posts
Create visuals
Write email marketing copy
SEO edits
Write descriptions
Convert between formats
Editing existing copy
Write / edit service pages
Train it to be
like your audience
Train it to be
like you
Audience
Your Brand
The Purpose of Marketing
Content Strategy and Lead Generation
Understand Your
Audience
Your Brand
The Purpose of AI for Marketers
Content Strategy and Lead Generation
Understand Your
Audience
Quickly Create
Better Experiences
The Purpose of AI for Marketers
Content Strategy and Lead Generation
Create an AI-Powered Persona
who
where
doing what
what we want to know about them
Job title
Company size
Business category
Geography
Company purpose
Business challenge
I want their goals and pain points…
…and their decision criteria for buying my services
Aurora Launch Services
A spaceport providing launch services to commercial satellite operators
A good start…
Tell it what it missed
Ask it anything, day or night!
It never gets tired of answering your questions…
Aurora Launch Services Homepage
• 325 words total
• One header, one subhead
• Three long paragraphs
• Ranks #28 for “spacecraft launch services”
Prompt
Paste in your
page copy
Definitely some gaps here…
Grab a list of related keyphrases!
We want to target the topic, not just the primary keyphrase.
A detailed page
A detailed page
focused on the primary keyphrase
A detailed page
focused on the primary keyphrase
and includes the related phrases and subtopics.
Semantically related phrases:
“small satellites”
“launch vehicles”
“low earth orbit”
Related questions and answers
“How much does it cost…?
“space launch system”
Entity names
Semantically related phrases:
“spaceflight”
“rocket launch”
“cubesat”
“launch locations”
Dozens of keyphrases related to the topic
Include only one URL
Exclude branded queries
EXPORT
Now we’ll load those phrases into the AI
It will use them to suggest SEO copy edits
First, tell it to categorize
Give it the list of phrases
Now they’re categorized!�
Add anything it missed
This matrix shows the opportunities for both conversion and SEO
source: AI-Powered Personas
Here is the scoring system it devised
An outline for a search and
conversion optimized page
Ask it to read a blog
…it can’t
Tell it that it already read a blog
…no problem!
Turbo AI-Powered Competitive Analysis
Of course, it won’t be perfectly accurate!
Prompt
Paste in your competitor’s copy
Competitive analysis based on the persona’s needs
Ask it for a bar chart
comparing your site to theirs
See the content gaps?
*requires ChatGPT Plus with Code Interpreter
what will we do with the extra time?
If AI makes us 20% more efficient,
Prompt Cheat Sheet
1. Build me a persona of a [job title] who works for a [company size] [industry] company in [geography] that does [business goals]. List the roles, goals, challenges, pain points and decision criteria for selecting a spaceship launch services company.
2. Review the following webpage content. How does it align or not align with the persona’s information needs? [paste in the webpage copy]
3. Build a table with three columns. In the first column, list all of the persona’s information needs. Prioritize the list with the top priorities at the top.
In the second column, make the heading “Conversion Clarity (0-5)” and in that column, show the conversion score on a scale of 0-5. The conversion score is the webpage’s ability to both inform and persuade the visitor on a given topic. Give lower scores when the page includes very little information, when the information is poorly supported with evidence, or when the information is indirect or vague.
In the third column, make the heading “Keyphrase Relevance (0-5)” and in that column, show the relevance score on a scale of 0-5. The relevance score is the extent to which the page incorporates the keyphrases from the keyphrase categories. Give higher scores if the page includes most or all of the phrases from a given category.
Where you can reach me
Thank you!
Andy Crestodina
Your challenge
IMMUNITY IDOL CODE: Persona-AI�
Create a persona of your target audience using ChatGPT. Use this persona to discover possible improvements to your marketing.�
Submit a link to your Google Sheet to complete this challenge and score 200 points.