The Revenue-Focused Marketer

Links & Resources

• Some Key Components That Should Be Included in An SEO Dashboard
• Google Search Engine Talk: SEO Explained
• SEO Reporting Software: An Insightful Journey into Your Website’s Performance

Transcript

0:08:
Hello and welcome to another episode of the Revenue focused marketer where we discuss anything and everything related to marketing as well as data in today’s world.

0:19:
It is so often that, you know, people are trying to explore more topics and a topic that is really exciting to me in today’s marketing world and online marketing world is S C O and how A I will really impact S E O.

0:38:
So we’ve all heard about S E O or like search engine optimization and it has long been the cornerstone of digital marketing strategies, helping websites rank higher and search engine results and drive organic traffic.

0:52:
But as artificial intelligence continues to evolve at a rapid pace, it’s not just enhancing S O techniques, but it’s also ready to transform it.

1:03:
And in today’s episode, we’ll explore the emerging role of A I and S E O examining how advanced algorithms, machine learning and natural language processing are reshaping the way content is created optimized in rank.

1:18:
We’ll also dive into the concept of E E A T and I know there’s a lot that we wanna explore today.

1:26:
So I have a very special guest with me.

1:29:
Hello, Jonathan.

1:30:
Thank you so much for joining us today.

1:32:
Right?

1:34:
So a little bit more about Jonathan.

1:36:
Jonathan is an S C O consultant with expertise in artificial intelligence.

1:41:
Jonathan is a leading expert in A I S E O.

1:44:
He founded the A I S E O Academy offering comprehensive online courses that melt S E O knowledge with cutting edge A I applications.

1:53:
Beginning his career in 2012, Jonathan A occurred a wealth of experience working as an S E O specialist in digital marketing agencies and in-house marketing roles.

2:04:
He has executed hundreds of S C O projects and he’s helped in achieving 2 to 3 times revenue increase from organic search.

2:13:
His diverse client portfolios includes a fortune 500 start up e-commerce, finance technology, and many more different aspects.

2:23:
So we’re really lucky to have you today here, Jonathan.

2:27:
Yeah.

2:27:
Thanks for having me.

2:28:
I’m happy to be here.

2:30:
Wonderful.

2:31:
So I’ll dive right in.

2:34:
I think a lot of us really want to know, you know, why traditional S C O doesn’t seem to work anymore?

2:41:
And I would really love to get your thoughts on that.

2:45:
Yeah, definitely.

2:46:
So the big thing with what’s changing in, in the S E O is today, the strategies that used to work for a long time are starting to become less effective.

2:59:
So for example, what people are used to doing it pretty much picking out keywords from a keyword research tool and then turning those into topics that they want to, to write about to get traffic for.

3:15:
And that’s a pretty standard strategy that businesses all over the world have used for many years.

3:22:
And recently, it’s becoming less and less effective because everybody is doing it.

3:29:
So everybody is copying the same keywords, making the same topics.

3:34:
So every competitor in your space, they’re probably all covering the exact same topics and it’s all just becoming less and less effective.

3:44:
And then Google is also at the same time making all these updates to their search algorithms that make those types of strategies also less effective.

3:54:
So between your competitors and Google, it’s just not that great of a strategy anymore.

4:03:
But I will add like traditional S T O stuff like, you know, title tags, meta descriptions, internal linking back links, all that stuff still works.

4:14:
It just depends on the industry you’re in and the space you’re in.

4:19:
an example I like to give is a concrete manufacturer.

4:23:
So I used to work with this concrete manufacturing company and we didn’t do anything special for them.

4:30:
We just, you know, did the standard S E O stuff, you know, like meta descriptions and all that and improving the site a little bit here and there and it, it worked just fine and they still get lots of traffic and, and leads from S C O.

4:44:
The area that is the most impacted by change is all of the informational content.

4:50:
So like blog posts, blog articles, reviews, anything that requires people to make decisions, that’s where a lot of the changes are happening.

5:02:
Definitely.

5:04:
No, that’s I think really effective to really understand what like, you know, and I think you mentioned that the industry makes a huge impact too.

5:13:
So I think something is a SASS or like technology industry, I’ve also experienced that a lot of the keywords that we tend to use for even our product are being used by other competitors too.

5:27:
So it is turning like, you know, becoming more of a saturated market versus an industry that doesn’t really like hasn’t really utilized S E O or doesn’t see the value yet.

5:37:
There’s a lot more that can be done.

5:41:
I know why introduced about E A T, but I think it would be great for our users to really understand what does it mean?

5:50:
And how is it really different from traditional S C O?

5:54:
Sure.

5:54:
Yeah, E E A T is a huge topic and there’s actually a lot of debate and sometimes controversy around whether or not it’s actually like a ranking factor.

6:06:
Like Google has made statements that E E A T is not a ranking factor.

6:11:
And yet if you search things, especially things where people make important life decisions, like that’s called your money, your life.

6:20:
Y M Y L.

6:22:
any kind of topics around there there’s going to be a really high amount of demonstratable experience or expertise or both on what’s going to be ranking in the top search results.

6:37:
So if you search for something like reviews for an online course or like an online M B A or something like that, you’re going to find that the top ranking results are people who have reviewed it and are actually sharing their experiences will usually be like a roundup of here’s what 10 or so people found about this course and what they think on it and that stuff is going to rank better than if you just made a blog post where your company is sharing your opinion on the course or something like that.

7:12:
Mhm Definitely.

7:16:
And I think just to sort of understand how do you think A I S capabilities are now impacting E E A T and the insights that usually get now?

7:32:
Yeah.

7:32:
So there’s kind of, there’s a few forces at play.

7:35:
The big one right now is the A I overviews that Google rolled out or they previously called the S G E.

7:42:
Now they’re calling it A I overviews.

7:44:
So there’s a component of that where E E A T is going to become important right now, Google kind of just launched it.

7:52:
So it’s a little bit buggy still, but they’re going to figure out those bugs.

7:58:
like right now there’s lots of wrong answers and like spam showing up in, in these A I overviews, but they’re probably going to fix that pretty quickly change whatever algorithm is at play there.

8:10:
So in order to show up in those search results in the, the new A I overviews, people are going to be trying to figure out what do I gotta do to get up there because it’s like the new featured snippet.

8:22:
So if you get into that result, you’re gonna get more traffic and more clicks.

8:28:
And then there’s the, the flip side where you as a, an individual or a business can use A I to your advantage to help you with E E A T.

8:39:
For example, tools that have been built recently didn’t exist last year.

8:46:
They’re a step up from Chat G BT.

8:48:
So like Chat G BT can’t really tell you if content was written with a high level of expertise or authoritativeness or something like that, it can give you some general idea, but there’s tools that have that are fairly new that can assess pages.

9:06:
So let’s say you wanna look at the top three ranking search results for like the keyword that you’re going after.

9:14:
And those tools can use, they use A I and they can pull the specific mentions of experience or expertise like let’s say you included a statistic or a quote from an expert, it can detect those things really quickly and turn it into a report or like an analysis that you can use it for your pages, whether you’re creating a new page or updating an existing page, you can get those insights and that’s not really, it’s not new.

9:45:
Like you can do that right now manually without any technology, but it’s very time consuming.

9:50:
Like you’d need someone who is decent at like, analyzing content to spend a couple hours putting a report like that together, whereas A I can do it in like one minute definitely.

10:04:
And I guess for like, you know, our listeners that are sort of new to implementing A I in their processes is there like, you know, advice that you have for people that are starting out certain things or like best practices that they can keep in mind.

10:19:
Yeah.

10:20:
So to start out, this is the process that I went through.

10:24:
It was kind of three steps and you can skip the second step.

10:28:
So I’ll explain that.

10:29:
But step one was just getting familiar with chat G BT.

10:33:
So me like in the S E O space, I’m using chat G BT for a lot of stuff every day.

10:40:
But a lot of businesses are still kind of hesitant to, to trust A I for this type of work.

10:47:
The, the, the main thing where people kind of mess up is they use A I to generate content and then they publish that content and they, they hope it ranks and stuff and that works for a minute.

10:58:
But Google has pretty much already fixed that to make sure that you can’t just generate a bunch of crap and, and get free traffic.

11:08:
So that’s kind of where you start out is just with chat G BT.

11:11:
And there’s a lot of prompts that you can use and there’s a lot of S C O people, especially on linkedin that you can follow and they share their prompts all the time.

11:21:
So as long as you’re on linkedin, you know, following people who post S E O prompts, you’re gonna get good ideas all the time to just try things out and you’ll learn along the way.

11:33:
It can be a little bit overwhelming at first to start messing around with A I.

11:38:
but it, it is a learning curve and then the step two which everybody can skip that they don’t need to do.

11:45:
Is it, is it kind of levels up from there to?

11:48:
OK.

11:49:
Now, I wanna build like applications and stuff that are gonna do things for me on repeat or do bigger tasks for me and I started trying to build this myself.

11:59:
So I, I started like messing around with Python and I’m not a developer like I couldn’t, I don’t code Python, but I was just doing what I could with Chat J BT and I was making apps to try and do things, but they were always really broken.

12:14:
So they didn’t work half the time and I would share them online and people would like be posting their error messages in the comments.

12:21:
And I was like, oh, this just isn’t working that good.

12:24:
So skip that step is basically upgrading to power tools.

12:31:
So that’s looking for A I tools that can do stuff that you’re you normally doing in chat G BT, but kind of do it on repeat.

12:40:
So like, let’s say you have a prompt that you really like and you use it all the time for doing a specific task.

12:46:
You could put that into a tool and do it on repeat for hundreds or thousands of pages.

12:52:
So it’s kind of like the A I or chat GP T is like step one and step two is looking for power tools that are going to do that kind of stuff for you on a larger scale.

13:04:
Definitely.

13:05:
And are there any particular tools that you would recommend like, you know, in in addition to obviously like having chat GP D but any other tools that have come across?

13:18:
Yeah.

13:18:
So it’s kind of when I first started out sharing A I stuff about S C O online.

13:25:
The I was coming from a point where I was thinking about sharing all of the latest A I tools.

13:32:
I was like, oh when A I tools come out, I’m gonna try them out and like, review them and share my findings online.

13:39:
And stuff.

13:40:
And the problem with that is there’s like 10 plus new A I tools every day.

13:47:
So there’s hundreds of them and it would literally be like a full time job just to try out new A I tools.

13:54:
And I was like, I can’t do that.

13:56:
So I actually found one that I really like, which is called moonlit platform.

14:01:
And it’s, it’s not really a specific tool that does a specific thing.

14:05:
It’s actually just like a sandbox.

14:06:
So it’s like a no code builder.

14:09:
You can just like drag and drop and it can make all kinds of apps and string things together.

14:15:
There’s other tools out there like that.

14:17:
That’s just the one that I ended up using.

14:20:
there’s one out there that are more expensive, that kind of do the same thing.

14:24:
But I think that’s the next best tool because it’s really customizable.

14:29:
You can’t you can’t do too much with tools that have like a specific task in mind.

14:37:
And a lot of companies actually invest a ton of money creating their own like custom A I apps and they don’t know that you can just like build the same thing in a few minutes with like a A no code builder.

14:50:
So a lot of companies are over investing and creating their own custom solutions when there’s already things out there that can do it in like an hour.

14:59:
Definitely.

15:01:
I think especially while talking about A I, a question that a lot of people ask is like, is a I really here to stay, is it gonna really impact jobs and like, sort of the ethics behind A I?

15:13:
So like, you know, given that you’re really familiar with this field, What are your thoughts?

15:19:
Really?

15:21:
Yeah, that is a great question.

15:23:
And the big argument for A I is just like a fad or something is because the models are starting to plateau a little bit like the next version isn’t mind blowing.

15:35:
It just has a couple of cool features.

15:38:
So that might happen for a while.

15:39:
Like maybe the models are gonna plateau for a little bit.

15:43:
But the use cases for the technology that’s already out there is huge.

15:49:
Like there’s so many untapped use cases just with the technology that’s available today.

16:06:
And that’s what I spend a lot of my time on.

15:55:
Like we don’t need the next version of chat G BT to make slightly better words, we need to like think outside the box and figure out what can we do with this technology?

16:08:
Like I’ve built more than I think, 30 more than 30 custom A I tools and apps by now that they all do different things from like planning guest posts to recommending internal links or analyzing content.

16:25:
So there’s so many uses and I definitely think that A I is not a bad, like it’s here to stay because it’s just so convenient.

16:33:
Like the three things, the three elements of disruption are,, faster, cheaper and better.

16:40:
And a, I can do all of those things.

16:42:
It can do stuff faster, it can do stuff cheaper and if you’re using it correctly it can do stuff better.

16:48:
Mhm.

16:49:
Definitely.

16:51:
No, I think that was really helpful.

16:53:
, and I think this session really helped me understand a lot also before we close off, is there any specific piece of advice or something that you want to add on?

17:07:
Yeah.

17:07:
So the if you’re interested in learning A I specifically for S E O, I’d recommend joining my A I S E O Academy, it’s free so you can join it and you can play with all of the tools that I’ve built so far.

17:24:
Definitely.

17:25:
and I’m sure like, you know, when we post this session, we’ll be sure to put your bio on your profile so that they can follow you on linkedin.

17:34:
I think it’s really cool that, you know, you’re able to create these applications and sort of you guys a lot about also like learning by making the mistakes in trial and error.

17:46:
So the fact that, you know, you’re there to sort of show your work, show the things that you’ve done so people can learn from it.

17:52:
That’s really awesome.

17:55:
And yeah, thank you so much for taking the time to, you know, share knowledge with us today.

18:00:
I’m sure we learned, like our listeners learned a lot, but thank you.

18:06:
Yeah.

18:06:
Thanks for having me.

podcast