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.

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

3. About us

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?

8. What is Generative AI?

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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

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AI_ChatGPT
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43. Off-Site Signals Take Center Stage

44. Off-Site Signals Take Center Stage
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49. Thank you
Questions?
Please get in touch.
Ryan Huser
VP of North America
@TheBigGuyRy
rhuser@resignal.com