Do More With Less: How To Build An AI Search Strategy With Limited ...

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2
SEO Consultant, Botify
Vince Moreau

3
Challenges Faced By Teams Responsible for Search
What we’re hearing from customers
Too much to do, too
few resources
Cha...

4
01
Demystifying
AI Search

5
Blue links Conversations

6
How many
weekly users does
ChatGPT have today?
POLL

7
800M
Weekly Users

8
Traditional search
relies on crawlers
ﬁnding your pages
and indexing them
Pages that fail in the early part of the
funne...

9
User asks a question Limited answer due to
lack of recent content
to source it from
LLM use static content
to answer the...

10
On their own, Large Language Models
are not up to date

11
User asks a
question
Augmented answer
LLM use trained
model with relevant
fresh content
Fresh content
retrieval (RAG)
Q...

12
Do you know how often
ChatGPT is crawling
your site?
POLL

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OpenAI bot visits grew by 4x this year
Source: Botify - volume of crawl from OpenAI across Botify’s customer base.
All ...

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Being crawled by OpenAI is a chance
to be part of the conversation

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Prioritize what will boost your visibility
on all platforms at the same time!
Optimize for all platforms
The future of ...

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02
Start with a story,
end with a strategy

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The
Journey
The
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The Plot
People
Love Stories
● Decision accel...

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The Plot
Setting the scene
The Plot
Your stakeholders need to understand the context
before they agree to go an a journ...

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If you don’t know where to start, AI intelligence can help you

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Audit your website’s
current performance
Questions to answer:
● What do I want Google & bots to see?
● Are they seeing ...

21
Audit your website’s
current performance
Content Audit
Questions to answer:
● What do I want Google & bots to see?
● Ar...

22
Real Example: % of Crawl Activity By Traditional and AI Search Bots (3 months)
Assess your situation across all platfor...

23
Ask your organization the right questions:
● Why do I need my website to be found by bots?
● Do I want AI models traine...

24
Ask your organization the right questions:
● Why do I need my website to be found by bots?
● Do I want AI models traine...

25
The Destination
Setting the Objective
The big question here is: “what does success look like?”
This is true internally ...

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T
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The Plot
The
Journey
The
R
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The Roadmap
Mapping the Journey
It’s...

27
Build your strategy around these core pillars
Existing Content
What type of content am I missing to target new
keywords...

28
Align with your
company objectives
Website Health
● “Cleaning Up” for new product releases, upcoming
migrations, upcomi...

29
Rank the issues you found by:
● Is it a critical issue?
● Lowest effort, maximum impact
● Number of platforms it will h...

30
Your winning SEO roadmap
For each task: effort, impact,
timeline, planned time, speciﬁc
details (w/ additional reports)...

31
Without a story,
your “strategy” is just a to-do list

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Roadmap & strategy vs list of tasks
Strategy: The story of where you are and where you’re going
Roadmap: How you’ll get...

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Final product: a list of issues and solutions

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T
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The Plot
The
Journey
The
R
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The Execution
The Journey
Execution ...

35
Why most SEO initiatives end up failing
● One person to handle many topics (PPC, SEO,
Content, etc.)
● SEO manager focu...

36
Make sure that hiring externally won’t
cost you more time
The right story has the power to unlock
budgets
● Show them w...

37
The full backlog conundrum
The Problem
Engineering teams
are involved in
many projects
As SEOs, we have
critical issues...

38
Own the end-to-end
optimization process with
PageWorkers
● Make search optimizations to your website at scale
in just m...

39
Optimization example
3K+
SUCCESS STORY
meta titles and
descriptions updated
in a day
TIPS
Focus on template-level optim...

40
+42%
+27% Impressions per optimized URL
+11%
Clicks per optimized URL
Click through rate
Leading retailer used
Botify A...

41
Use Generative AI to
create content at
scale
Use AI to analyze
your ﬁrst party data
and prioritize the
most impactful
o...

42
T
h
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The Plot
The
Journey
The
R
oadm
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v
a
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The Arrival
Your new baseline
to do ...

43
Measure success with the right KPIs
Traffic KPIs
(clicks, impressions, sessions, etc.)
Revenue KPIs
(Conversions, reven...

44
But don’t lose track of
your leading metrics
Number of canonicals self not equal
Number of 404 or 301 links
Number of c...

45
Evolve Your Roadmap and Story
to Stay Current

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Key Takeaways
Prove effectiveness as fast
as possible
Use automation to speed up your
time to market to prove ROI.
Equi...

48
We’re here
to help
Vincent Moreau
https://www.linkedin.com/in/scalecrushvince/
Find me on LinkedIn
https://bit.ly/SEJ-c...

49
Any questions?

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