How To Use AI To
Enhance Your SEO
& Create Better Content
Presentation Title
Subtitle
Month, #, Year
AI and SEO
Lazy Prompting
BEWARE:
Source: SparkToro
AI and SEO
Source: SparkToro
AI and SEO
“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
Undetectable
Go to Settings & Beta
AI and SEO
Turn this on…
AI and SEO
Start your prompts from here
AI and SEO
Now you’ve got the upload button!
AI and SEO
Before you start uploading data…
Check your policies and legal agreements
Ways that AI can �improve your SEO
On-page SEO edits based on GSC data
Improving the relevance of a single article
Include only one URL
Exclude branded queries
EXPORT
Prompt
It’s got it…
Clean up prompt
Check it
Looks pretty good
Prompt
Paste in the content of the page
It starts to analyze
The Prompt:�
What do you think?
How about these?
Optimize titles for CTR in SERPS
Site-wide SEO analysis (GSC, GA4)
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
Prompt
It’s got it…
Prompt
Check the file
Check the data…
Looks good!
What do we think of these recommendations?
Estimate the traffic impact
Around 700 clicks / month
Adding Depth with FAQ Content
Load content
Load questions
Find gaps
Fill gaps
Prompt
Paste in the content of the page
Expand, collapse, expand, collapse, expand, collapse
Copy these questions…
Search for the primary phrase
Prompt
Paste in the questions from the PAA box
Common questions your page doesn’t answer…
Prompt
Identify missing topics �on key pages
It’s for both SEO and conversion optimization
Aurora Launch Services
Services: Spacecraft launch services, spaceport
Audience: commercial satellite operators
Tell it what it missed
Ask it anything and everything, day or night.
Aurora Launch Services Homepage
• 325 words total
• One header, one subhead
• Three long paragraphs
• Contact form
• Ranks #28 for “spacecraft launch services”
Prompt
Paste in your
sales page copy
Definitely some gaps here…
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
Semantically related phrases:
“spaceflight”
“rocket launch”
“cubesat”
“launch locations”
Relevant questions
Semantically related phrases:
“satellite”
“launch vehicles”
“low earth orbit”
Semrush semantic keyphrase ideas
Find the semantically related keyphrases
This is Market Muse
First, tell it to categorize
Give it the list of phrases
This matrix shows the opportunities for both conversion and SEO
Here is the scoring system it devised
AI and SEO
AI and SEO
Keyphrase-First
Page Audit and Improvements
Start with a keyword gaps using Semrush data
EXPORT
Get all of the phrases
We’ll focus on the homepage
Keyphrase performance for
your homepage and
your competitors homepages
The data and the prompt
Give it a goal.
Ask it to analyze.
These look like gaps (and opportunities)
A visualization helps you review the data.
Edit this list
A list of phrases we should consider adding.
Review carefully
Prompt
Paste in your homepage copy
Draft of new keyphrase-
focused sections
Edit this copy
Keyword Realignment
For those surprise, accidental rankings
Really? I didn’t know
that this page ranks…
Filter the report to just show performance for that URL
EXPORT
Grab the HTML file for the page
Upload the files
Give it the role, the goal and instructions
Analysis of page relevance and keyphrase performance
Suggestion for a new �target keyphrase
Prompt it for edits
A bunch of
exact match phrases.��Not very helpful…
Prompt for better semantic SEO
Much better…
Find SEO gaps
in your content strategy
Semantic distance analysis
Which topics have you missed?
Topic
Topic
Topic
Topic
Topic
???
Upload and prompt
it to merge the files
Ask for the link to download
Prompt gives it a role,
asks for topics based on
semantic distance analysis
Some of these look good!
I’ve never written these.
But I have written �many closely related articles.
I want more detailed analysis, more specific recommendations
Shows where a new article would fit into a gap
AI = Never Starting from Scratch
AI = Never Starting from Scratch
The Semrush “Content Shake” app gets you started
Add the topic
suggested by AI
Select an H1 header
Pick an intro paragraph, then edit
Consider these subheads
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.
Suggest internal links
Connect the best cheese to the best mousetraps
EXPORT
Report: Pages and screens
Dimension: Page title
Secondary dimension: Page path
Date range: long!
Filter: Page path contains “blog”
It categorizes all the articles into topics
High traffic pages link to �high engagement pages �on the same topics!
Prompt giving it
two criteria
Quality Rater Guidelines Review
Going beyond the text on the page
Grab the HTML file for a page
Tell it to act as a Quality Rater.
Upload the HTML file.
Give it the target keyphrase
Paste in the page content
Give it a competitor page.
Upload the HTML file.
Paste in the page content
And another…
Upload the HTML file.
Paste in the page content
Let’s visualize the E-A-T differences
Gaps, opportunities �and positioning
Ask it to suggest improvements
Some are much better than others…
Top Performing Topics in Search
What does Google think you’re all about?
Let’s invent a new metric, then analyze…
Combine all of my data for me!
Looks good! 👍
Ask it to analyze search performance
⭐
⭐
⭐
🌈
Which topics have higher than expected CTRs based on their search performance?
Create a metric called “Click Stars”
Use rainbow colors to
draw a chart showing which
topics get clicked the most!
Your AI Challenge…
The only limit is your imagination!
What [answers/topics/keyphrases/formats]
are missing from this [URL/website/content strategy]?
Which [topics/articles/keywords/formats]
perform [better/worse]
within a specific [metric/channel/timing]?
Which [topic/metric/activity/timing/format]
correlates with which [outcome/performance type]?
…and what data and prompts
will get you there!
Thank you.
Reach out anytime.
Andy Crestodina
Co-founder / CMO
773.353.8301
andy@orbitmedia.com
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