Enterprise publishers have developed scalable content processes that within the next few years AI will be able to perform. In my presentation, I will outline some of the successful content ideation processes I have executed and implemented for enterprise publishers such as Red Ventures and Clearlink. While these processes are successful in terms of results, I will show how AI can perform these same job functions once the technology connects directly with third-party keyword research tools. I will show examples of SERPs dominated by affiliate content sites where similar content processes resulted in similar outputs across brands further opening the way for AI writers. I will show some of the non-traditional topic research I have done in an effort to be unique and make our roles less susceptible to AI replacement.

1. How Scalable Content
Processes are Paving the
Way for AI Takeover

2. Working title

3. Christopher Levy
Background in content marketing
crossed paths with SEO in 2014.
Full time journalist until 2018.
Managing SEO teams and content
projects since 2019.
Taught continuing ed at University
of Miami (and others) since 2020.

4. People
(not Users)

5. Increasingly SMB owners I
work with have one
question.
“When can I fire everyone
and just use AI?”

6. AI Disruption is
Coming to SEO
Content Processes
Our over reliance on data, tools, and
processes, rather than people and products
has opened the door.
If we are replaced by AI we only have
ourselves to blame.

7. We’ve Seen This
Before
The Industrial Revolution (1760-1840)

8. A Century of Disruption and Change
No force can stop change and
advancement.
The industrial revolution led to
unprecedented economic growth
for some in society as well as
advanced in science and medicine
that improved many lives.
However, we still are dealing with
many of the negative impact in
modern society including economic
inequality, pollution, and

9. From Weavers to Manufacturers
My 4th great grandfather (William Alexander) began his life as a weaver
near Glasgow in the late 1700s.
Less than a century later his grandson (James Alexander) was living
within the city of Glasgow as a manufactury owner producing wool and
even silk.
For the Scottish branch of my family, the industrial revolution brought
rapid success.

10. The Luddites
Workers have always feared
displacement from new
technologies.
During the early industrial
revolutions those resistant to
changes were labeled Luddites

11. Sabotage
During the early industrial
revolution wearing wooden clogs
known as sabots would disrupt
production.

12. If you don’t believe me, ask Kim Cattrall.

13. Understanding
Scalable Content
Processes
(and how humans are already behaving like
robots)

14. Topic Ideation
Before there are keywords there are topics. Topics fundamentally shape
the content and context of individual pages and websites as a whole.
Increasingly, businesses of all sizes are asking consultants what topics
their site should publish.
This is problematic because it shows an overreliance on data and
performance based results rather than explaining your product or service

15. Topic Ideation -> The Path to AI
Replacement
If you are researching based on data, related topics, and/or competitor
analysis only, then AI already does this.
Topic research that does not focus primarily on people and product will
be replaced by AI, because it can perform the data driven tasks more
efficiently and economically.

16. Topic Research Tools that Work
Talking to real people – particularly customers and potential customers – is essential to
understanding content that helps them.

17. Keyword Research
Third party tools such as Semrush and ahrefs provide data sets
associated with keywords including monthly search volume (MSV),
keyword difficulty, and intent.
Using filters within these tools you can efficiently identify keywords to
target within the desired MSV and difficulty.
However, selecting keywords based on metrics only is a process that will
easily be replicated by AI as the technology advanced and additional API
connections are created.

18. Mailchimp is aggressively targeting new customers.

19. Third party tools will leverage AI to reduce learning curve for users with
limited knowledge and experience.
This will increase their profits while potentially cutting out SEO
professionals whom SMB owners increasingly view as “middlemen”.
Keyword Research -> The Path to AI
Replacement

20. Keywords for Humans
Tools should be secondary to human knowledge and experience.
Tools can be helpful in understanding HOW people search.
WHAT people search for and WHY people search for it are
fundamentally connected to the human experience that cannot be clearly
captured by tools and data analysis.
If it can then the machines have already won.

21. Writers -> The Importance of SMEs
What is a content brief other than a prompt for a human writer?
Subject matter experts (SMEs) should not need a brief.
If a writer does not know what to write or how to write it and they need
detailed instructions then they do not have the E-E-A-T qualities
necessary to produce people focused helpful content.

22. SMEs -> The Path to non-SME Replacement
Unfortunately, most companies won’t pay SMEs to create unique and
helpful content, which is paving the way for AI disruption.
Replacement with outsourced “SEO writers” has already occurred for
years.
Helpful content is viewed as a luxury for most businesses.
During difficult or flat economic periods luxuries are typically the first cut
businesses and individuals make.

23. Content Production (Writer vs SME)
Writer
● 4 hours of research
● 2 hours of production
● 1 hour of revision
● 1 hour of admin/”lost” time
Result: 1 blog
SME
● 5 hours of production
● 2 hour of revision
● 1 hour of admin/”lost” time
Result: 2 helpful blogs

24. Content Production -> The Path to AI
Replacement
The first agency I worked for laid off its entirely US-based team of SEO
content writers and replaced them with offshore contractors.
The result was reduced budget without negative impact because the
content quality was no different as the process remained the same.
Had the company replaced SMEs I expect the performance would have
decreased significant.
Because they replaced in-house non-SMEs with outsourced non-SMEs
they saw no negative impact and learned the wrong lesson.

25. Content Production (ChatGPT)
ChatGPT
● 4 hours of prompt
engineering
● 4 hours of human review
Result: 16 blogs
ChatGPT
● 8 hours of prompt
engineering
Result: 32 blogs

26. With This Data Why
Wouldn’t a Company Use AI?

27. “Best CD Rates” Analysis

28. “Best CD Rates” SERP Analysis

29. Look familiar?
1. Bankrate: Best CD Rates for October 2023 - Up to 5.75%
2. Investopedia: Top CD Rates Today: One 6.50% Leader and a 6% …
3. NerdWallet: 8 Best CD Rates for October 2023 (Up to 5.67%)
4. Forbes: 10 Best CD Rates Of October 2023: Up To 5.87%
5. Business Insider: Best CD Rates of October 2023 (Earn up to 6.50%
APY)

30. Bankrate, the dominant performer

31. No. There is no expert analysis. It is
targeting users ready to convert based
solely on the lowest rate at the moment.
Is Bankrate’s CD
page helpful
content?

32. If it’s not helpful,
why is it ranking
#1?
Because Google is currently unable to find
any helpful content for the query “best CD
rates”.

33. Competitor Analysis Run Amok
Running a competitor or content gap analysis is not a strategy, nor is
copying what worked for another site.
As the SERP is flooded with sites using similar research, creation, and
production processes the content across all sites is similar and equally
unhelpful.
As a result the power of digital PR and backlinks are driving these sites
to the top of SERP.

34. “Best CD Rates” Link Analysis

35. SERP Regurgitation
Company C
Losing ground
looks to
upcoming
competitors..
Company A
Sees
company B
ranking and
copies their
page.
Company B
Company B has already
copied Company C.
Publishers
copy what
works

36. How could it be helpful?
Historic rates.
Why is the rate currently what it is?
Is the current rate “good” in relation to other investments?
Is the rate likely to increase or decrease in the near and longterm?

37. No incentive to
change.
Because the unhelpful pages are
performing well there is no reason for the
publisher to hire experts and invest in
helpful content.

38. If you rely on
tools you risk
becoming a tool.
Tools can be upgraded and replaced.

39. Don’t Be A Tool

40. Thank You!
Christopher Levy
ChrisLevy.com
https://www.linkedin.com/in/christopher-mark-levy/