The document discusses the effective use of AI tools and big data analysis for improving expertise, experience, authoritativeness, and trustworthiness (E-E-A-T) in content creation. It highlights the strengths and weaknesses of language models, warns against over-reliance on AI for factual accuracy, and emphasizes the importance of validating AI outputs. Best practices for content optimization and using AI responsibly in SEO are also outlined, along with considerations for compliance with Google’s guidelines.

1. LET’S GET REAL:
ADVANCED TACTICS FOR
USING AI TOOLS & BIG
DATA ANALYSIS TO
IMPROVE E-E-A-T

3. 2023: the year of AI

4. Feeling
overwhelmed
with AI tips and
tricks?

8. But many of these tips can
unknowingly lead to bad outcomes.

9. Understanding how the tools work
(and don’t work) and applying critical
thinking when using AI is necessary.

10. LLMs are good at:
• Language translation
• Content summarization
• Helping writer's block
• Content generation
• Sentiment analysis
• Question-answering
• Personalization
• Speech recognition
• Stylized writing (applying Poe to x)
• Refurbishing content for social
• Clarifying long or complex content
• Correcting spelling and grammar
LLMs are NOT good at:
• Representing marginalized groups
• Being factual 100% of the time
• Data retrieval (like keyword research)
• Current events
• Predicting the future
• High-level strategy
• Reasoning & Logic
• Understanding or delivering jokes
• Generalization
• Understanding context
• Handling uncommon scenarios
• Emotional intelligence

11. Relying on AI to do the job a human
should (still) be doing (for now)
can cause major problems.

12. PROBLEM 1
Factual inaccuracies
in the content

14. These can be subtle inaccuracies that
only a true expert would be able to spot.

16. Seems legit at first glance…
Not confirmed SEO
ranking factors.

17. Of course, SEO isn’t heart surgery…
but what other information are these
tools getting just slightly wrong?

18. “Large language models will tell you they
can do anything.
But for many things there's much better
and more accurate tools (like python, R or
even Excel.)
Using an LLM for these tasks is like
hammering nails with a screwdriver.”
– Ryan Jones @ryanjones

19. PROBLEM 2
Copyright issues

22. PROBLEM 3
Cybersecurity concerns

24. PROBLEM 4
Issues with lags in
training data

25. Training cut off September 2021
Browse with Bing disabled
Some plugins can access internet (Webpilot)
Can access real-time information
via Bing’s index
Can access real-time information
Training cut off December 2022
But knows some 2023 information

26. ChatGPT is not great for current information

27. Remember: if you’re trying to
convey good E-E-A-T,
the last thing you need is an AI-
related reputation problem.

29. Do not assume the tools know what
you are talking about.
They won’t tell you when they don’t.

30. ChatGPT,
pretend you’re
an SEO expert
and do my job for
me

31. AI tools don’t tell you when they don’t
know what you’re talking about…
until you corner them.

32. They apologize when you
corner them

33. Just because you think the AI content
looks good, doesn’t always mean it is.

34. We
automated all
of our
content with
ChatGPT
and the
content
looks really
good
Are you
sure about
that?
Client SEO (AKA me)

35. Consider conducting
objective user tests to
see whether your
content is truly
helpful

36. A BRIEF REMINDER:
What does Google say
about AI content?

37. According to Google, AI content can be ok if:
01
IT IS original
& high-quality
IT DEMONSTRATES
E-E-A-T
02
IT SATISFIES
the Helpful Content
System
03
IT DOESN’T
propagate
misinformation
04
IT ISN’T created with
the primary purpose of
manipulating search results
05

38. However, there are 3 important caveats:
Google recommends
including author
names (for some
content) Google
recommends
disclosing use of AI
Google
recommends
against listing AI
as the “author” of
the content

39. “Would you have
still written the
content if search
engines didn’t
exist?”

41. August 2023 Core Update
AI content website

42. Using AI Tools
to Improve E-E-A-T

43. Let’s review some fundamentals of E-E-A-T:
• Experience, Expertise, Authoritativeness and Trustworthiness
• Not a ranking factor, comes from Search Quality Guidelines
• Google doesn’t tell us what components of E-E-A-T play a role in
ranking, except links and PageRank
•
Matters more for YMYL (your money, your life) sites

44. So many clues that Google is expanding E-E-A-T

45. The more data you feed the
tools, the less you risk
inaccurate answers and
hallucinations.

46. Approach this exercise as
the opposite of
“garbage in, garbage out”

47. Do not forget to always
fact-check AI outputs and modify
the language as needed

48. Key component of E-E-A-T:
backing up claims with evidence.

49. Use Perplexity AI
for sourcing & expert insights

51. Use Perplexity AI for locating
real-life experience and perspectives

52. h/t Jonathan Boshoff
Sourcing first-hand experience

53. But don’t forget:
Sharing the first-hand experience
from someone you found online is
not real first-hand experience.

54. Let’s meet the main
AI content tools

55. Introducing: the AI content tools

56. Using AI tools to compare pages and
improve their information gain scores

57. An information gain score… indicates
“additional information included by a
page beyond the information
contained in other pages already
presented to the user.”
Bill Slawski
2020 Google Patent:
Contextual Estimation of
Link Information Gain

58. Use ChatGPT with
WebPilot to analyze
various URLs

59. Analyzing content from
various documents using
Claude

60. Make any webpage into a PDF.
Right click – print
save as PDF.

61. Once URLs have been analyzed, you can ask:
• What content is included on page A that is not
on page B? (information gain)
• Do the pages reflect different levels of
experience, expertise, authoritativeness and
trustworthiness? If so, why?
• How could page A be improved to have more
comprehensive information than page B?

62. 5 top-performing pages
from August Core Update

63. Instant content
analysis:

64. Reviewing content compliance with
Google’s guidelines

65. Helpful content system
Core update considerations
Reviews system
Important Google guidelines:

66. Upload the
guidelines to Claude
Ask Claude whether
the page meets the
guidelines

67. h/t @Massimo0307
Helpful Content
Wordpress
Plugin using
OpenAI API and
make.com

68. ChatGPT Advanced
Data Analysis
(Code Intepreter)

69. data
Export

70. Aggregate brand keywords +
co-occurring keywords

71. Using AI to generate top-
notch author biographies

73. Use ChatGPT +
WebPilot to analyze
a strong author bio
in your industry

74. Ask ChatGPT to
create a framework
other authors can
use to provide
similarly robust
author bios &
generate a CSV or
HTML form

75. Creating Schema based on
the page content

76. ChatGPT +
Webpilot
always validate
the Schema

77. Identifying repeatable
patterns

78. Paste 50 top-
performing
headlines into
ChatGPT
Blurred for client confidentiality

79. Ask ChatGPT
to identify
patterns
among the
headlines
Blurred for client confidentiality

80. Ask ChatGPT to
create new
headlines based
on your top-
performing
headlines
Blurred for client confidentiality

81. Ask ChatGPT to
create a framework
for you to follow in a
table format, based
on the top
performing
headlines
(Generic prompt shown – ask it to base
the headlines on your top performers)

82. Improving
authoritativeness
of content

84. Used Google patent
about classifying
websites (website
representation vectors)
Analyze top-performing
medical content against
the patent
Ask how an article
compares and can be
improved

85. Visualizing data

86. Create flowcharts
with “Diagrams:
Show Me” plugin
in ChatGPT

87. Summarization
and FAQs

88. Use ChatGPT or Claude
to summarize your
page or create FAQs
based on your page.
Include AI summaries
above your content.

89. Custom
instructions
in ChatGPT

90. Tell
ChatGPT
about
you

91. Bing Chat for live
internet searches

92. Bing Chat is excellent for
conversational searches
that leverage fresh
search results

93. Some AI tools to explore:

94. Optimizing SGE
(Search Generative Experience)

95. Introducing SGE:
Search Generative
Experience
GoogleIO Keynote

96. Is promoting consistent
& reliable answers for AI
the new linkbuilding?

97. Process:
• Collect frequently asked questions about your brand
• Answer questions clearly and concisely on your site(s)
in FAQs, About page, homepage, etc.
• Support facts with structured data (you can use AI
tools to generate)
• Encourage search engine indexing (Search Console,
IndexNow)
• Monitor SGE & Bing Chat results

98. Chatgpt Plugin
Webpilot, Claude
or ChatGPT
Browser Mode
Generate Person/Organization
Structured Data with

99. Affecting SGE Answers
Before website change
Website change
1 week after
website change

100. Most recent result
Combines relevant facts
from multiple sources

101. Affecting SGE Answers
Before website change
2 weeks after website change
Website change

102. Most recent result

103. Affecting AI Answers
Before website change
After website change (Bing)

104. SGE finally got it right (3 months later)

105. Provide clear and direct answers to
questions

106. SGE is confused between multiple Lily Rays
(Same for many names & entities)
MY DAD

107. SGE can “know”
about complex
queries
(Sufficient mentions on
3rd party sites)

108. Monitor how your
pages appear in SGE
& include optimized
featured images

109. One answer on
one page may not
be sufficient for an
SGE answer.

110. Promote consistent & reliable
information access mentions on
external sites

111. Think of this as your
digital business card.

112. 3 months later:
Quite pleased with
this SGE result 👏