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Generative AI The New Wild West of SEO - Ryan Huser, Resignal

Join 20-year SEO veteran Ryan Huser as he explores the transformative intersection of Generative AI and SEO in his talk, "Generative AI: The new Wild West of SEO". The presentation will discuss how tech giants Bing and Google have enhanced the search experience using Generative AI. It will also unpack the wealth of options available to marketers, and how they can use these innovations for content creation and search engine optimization. Ryan's talk promises to offer invaluable insights into the emerging landscape of AI-driven SEO, emphasizing its profound implications for digital marketing strategies. Takeaways: Gain in-depth knowledge on what Generative AI is, how it was developed, and how search engines have recently implemented it for users. Learn how to properly utilize the correct Generative AI prompts and workflows to streamline your SEO efforts and accomplish exponentially better results, with specific examples. Understand how this profound development will impact the future of SEO, content creation and digital marketing for the world.

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KEYNOTE
Ryan Huser
VP OF NORTH AMERICA
RE:SIGNAL
Generative AI: The
New Wild West of SEO
DALLAS, TX ~ NOVEMBER 2 - 3, 2023
DIGIMARCONTEXAS.COM | #DigiMarConTexas
Generative AI The New Wild West of SEO - Ryan Huser, Resignal
About us
Our values
4
Realistic optimism
We are grounded, we seek the truth, manage expectations, but
always look to push the boundaries of what we do
One team
We work as a team, with each other and our clients, we show
respect and support one another so that everyone succeeds
Being ethically minded
We’re pending B Corp accreditation, wonʼt work in unethical
sectors and in it for the long-term - we donʼt chase short-term
gains and always strive for a sustainable outcome
Passion for what we do
Weʼre here because we care, we strive to be better, we expand
our knowledge, open our minds and like to win (in our own
understated way!)
5
Client Partner
Senior SEO Project Manager
Content
SEO Analyst
Client Partner
Senior SEO Project Manager
Content
SEO Analyst
Client Partner
Senior SEO Project Manager
Content
SEO Analyst
Commercial Director
➔ UK’s leading Ecommerce SEO agency
➔ We run UK’s annual Ecommerce SEO conference
➔ Won 50+ SEO awards - more than any other agency
➔ Built to scale - unique “pod” based team structure
➔ Industry experience, without conflicts of interest
We’re Ecommerce
SEO specialists
6
Sustained SEO revenue growth for over 5
years, up by 337% (EMEA)
Our results
Grew organic revenue by 96% in the first year
and traffic by 29%
Worked with loop to grow SEO revenue by
990% & traffic by 340% worldwide

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Generative AI The New Wild West of SEO - Ryan Huser, Resignal

  • 1. KEYNOTE Ryan Huser VP OF NORTH AMERICA RE:SIGNAL Generative AI: The New Wild West of SEO DALLAS, TX ~ NOVEMBER 2 - 3, 2023 DIGIMARCONTEXAS.COM | #DigiMarConTexas
  • 4. Our values 4 Realistic optimism We are grounded, we seek the truth, manage expectations, but always look to push the boundaries of what we do One team We work as a team, with each other and our clients, we show respect and support one another so that everyone succeeds Being ethically minded We’re pending B Corp accreditation, wonʼt work in unethical sectors and in it for the long-term - we donʼt chase short-term gains and always strive for a sustainable outcome Passion for what we do Weʼre here because we care, we strive to be better, we expand our knowledge, open our minds and like to win (in our own understated way!)
  • 5. 5 Client Partner Senior SEO Project Manager Content SEO Analyst Client Partner Senior SEO Project Manager Content SEO Analyst Client Partner Senior SEO Project Manager Content SEO Analyst Commercial Director ➔ UK’s leading Ecommerce SEO agency ➔ We run UK’s annual Ecommerce SEO conference ➔ Won 50+ SEO awards - more than any other agency ➔ Built to scale - unique “pod” based team structure ➔ Industry experience, without conflicts of interest We’re Ecommerce SEO specialists
  • 6. 6 Sustained SEO revenue growth for over 5 years, up by 337% (EMEA) Our results Grew organic revenue by 96% in the first year and traffic by 29% Worked with loop to grow SEO revenue by 990% & traffic by 340% worldwide
  • 7. Today’s Agenda How can SEOs use it? Future Impact of GenAI What is GenAI? How are Search Engines using it?
  • 9. ● ● ● ● ● ● Popular Applications of GenAI Generative Audio Systems ● MusicLM ● Murf.ai ● Speechify Generative Video Systems ● RunwayML ● Make-A-Video
  • 10. Training Tuning Prompt Output Trained on a huge dataset of text scraped from the web (specific sources not disclosed) Fine-tuned with human input that rates initial output content and provides feedback Model analyzes user prompt, takes into account context and previous steps of training/tuning Model generates a response based on predictive text - it decides what is the most likely series of words to follow to properly create the answer How does an LLM like GPT Work?
  • 11. Timeline of GenAI Influential Large Language Models BERT (2018) 340M Parameters Developed by Google Researchers GPT-4 (2023) 170T Parameters Considerable increase in quality, available in ChatGPT Premium/Plus GPT-2 (2019) 1.5B Parameters Deemed “too dangerous” by OpenAI to release in entirety ChatGPT (2022) Not a model, but a pivotal moment for LLMs in popular culture GPT-3 (2020) 175B Parameters Considerable upgrade in size over GPT-2, underpinned ChatGPT 2015 2025
  • 13. ● Alternative, conversational-based search experience ● Same as Bing Chat module in SERPs ● Conversation Controls Bing Chat
  • 14. ● Headstart, because of Microsoft’s massive investment in OpenAI ● Integrated GPT into existing SERP features in February of ‘23 ● Launched Bing Chat (limited, on waitlist) in Feb ‘23, integrated into the SERPs the next month ● Bing Chat and AI Enhanced SERP features can exist on same query ● Heavy emphasis on citations Bing SERPs
  • 15. ● Launched as an immediate response to Bing in Feb of ‘23 ● Chat-based search experience, ala Bing Chat (no SERP integration) ● Citation Links eventually added May Google Bard
  • 16. Google Search Generative Experience (SGE) - at Launch ● Launched in limited Beta (Google Labs) May ‘23 ● Takes up the “Above the fold” portion of the SERP ● Ecommerce results (pictured) are large ● Top 3 “Sites” that were used for output displayed (no direct citations in text) ● Substantial changes over course of Beta
  • 17. SGE Beta Changelog ● Google claims SGE results are NOT personalized - June 1 ● Google announces major quality and speed update - June 8 ● Google Business Profile details added to SGE results - June 15 ● Local Store Inventory Added - July 3 ● Citation Links (Finally) Added to Output - Aug 1 ● Videos Added to Output - Aug 3 ● Contextual Definitions added - Aug 16 ● Added a Bing-like “SGE While Browsing” Feature - Aug 16 ● Citation Link type revised to a more prominent Card Type - Aug 31 ● Another Major Quality Update - Sep 29 ● Lite version added - more subtle with “Show More” - Oct 9 ● GenAI (image and text) added directly - Oct 13
  • 18. Don’t Want SGE to Use Your Content? ● Google admits SGE will crawl and use paywalled content ● If Googlebot is already blocked, won’t be a problem ● Two Options for blocking ONLY for SGE: ○ “NOSNIPPET” meta tag instead of NOINDEX ○ “MAX-SNIPPET [NUMBER]” will allow you to set a limit on the number of characters ■ Handy for when you have free content at the beginning of a paywalled article
  • 19. Want to Try SGE Now? Step 1 Step 2 Step 3 Open new tab in Chrome Click “Get Started” Turn on SGE
  • 20. ● MS potentially using this as marketing for Bing ● Google moved fast as to not be “left behind” ● Public Interest in ChatGPT may not translate to search ● Google’s early surveys suggest younger users (Ages 18-24) had highest satisfaction ● May emerge as new search genre, ala TikTok Who asked for this?
  • 22. Google’s Rapid Stance Shift On Content Creation
  • 23. ● GenAI content in the SERPs not a new phenomenon ● CNET came under fire early this year for errors within GenAI content ● “Hallucination” - concept describing how LLMs can confidently deliver false information Confidently Wrong
  • 24. Google’s Advice? Use Caution! Hallucinations can lead you down the wrong path
  • 25. LLMs: SEO Tool, not Replacement A Force multiplier for SEO efforts LLMs cannot help you: ● Retrieve any live data ○ Ranking Positions ○ Search Volume ○ Backlink data ● Formulate an overall SEO Strategy ● Perform a tech audit on your site ● Fire your writing staff LLMs can help you: ● Improve your content ● Categorize and analyze SEO data ● Create structured data ● Write SEO-focused code
  • 27. OOBAGOOBA WEB UI for Open Source LLMs ● Simple one-click installers available ● Built in interface to run and train custom LLMs on your own hardware ● Completely free and community supported ● Thousands of free models available, many of which trained on heavy hitters like LLAMA2 (roughly equivalent to GPT3.5) ○ https://huggingface.co/
  • 28. AUTOMATIC1111 WEB UI for Stable Diffusion (Image GenAI) ● Similarly easy to setup and install ● Run and train custom Stable Diffusion models on your own hardware ● Also free, more advanced than OOBAGOOBA at the moment ● Controlnet integration allows for early limited animation options ● Similarly large database of models available, StableDiffusionXL is a huge improvement ○ https://civitai.com/ ○ https://huggingface.co/
  • 30. The Cost of Open Source GenAI Video RAM ● Though results are very impressive for both, substantial graphics hardware is required ● Most models are optimized for NVIDIA GPUs ● Major limiting factor here is VRAM ○ You are looking for a GPU with a minimum of ~8GB VRAM ○ GPU prices will range from $350- $1500 ● No local hardware? You can utilize cloud / virtual hardware for a fee
  • 43. Off-Site Signals Take Center Stage
  • 44. Off-Site Signals Take Center Stage ● ● ●
  • 49. Thank you Questions? Please get in touch. Ryan Huser VP of North America @TheBigGuyRy rhuser@resignal.com