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SEO, PPC and AI in 2023 and Beyond

The document discusses the integration of AI in SEO, emphasizing that AI tools will enhance but not replace traditional SEO practices. Key trends affecting SEO are outlined, including updates to Google's ranking algorithms and the importance of content quality amidst evolving search behaviors. Recommendations for effectively using AI in SEO are provided, highlighting pitfalls to avoid, especially regarding AI-generated content.

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Search Engine Optimization•
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LILY RAY & INNA ZEYGER | SMX MUNICH | MARCH 2023 IN 2023 & BEYOND
AI entering the SEO discussion in 2023…
KEY POINTS ABOUT
But they will change and enhance the way people search. AI chatbots will not replace search.
“I just want to be very clear: Bard is not search.” – Jack Krawczyk, Bard product lead
AI will not replace SEOs… but SEOs should learn how to use AI.
AI tools can create significant efficiencies for SEO, but don’t misuse them.
There is more to SEO in 2023 than AI – don’t forget about the other major forces at play.
Big Trends Affecting SEO
Big Trends Affecting SEO Multiple concurrent ranking systems BERT Crisis Info Deduplication Freshness Helpful Content Link Analysis + PageRank Local News MUM Neural Matching Page Experience Rankbrain Site Diversity Spam Detection Exact Match Domain Original Content Removal-based demotion Passage Ranking Reliable Info
Big Trends Affecting SEO: Competition from Amazon & TikTok
SEARCH CHATBOTS: What we know
The New Bing
Bard • Initial release uses LaMDA • Not released yet and we don’t know when it will be • Google is focused on AI ethics & responsibility • Jack Krawczyk, product lead for Bard: “Bard Is not search.” • Bard is a “creative companion” to help spark creativity, explore curiosity
The chatbots have room for improvement…
What does Google say about AI?
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
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
If tools like Copyleaks can instantly detect ChatGPT content, Google probably can too.
AI Content | A Cautionary Tale • Published brand new niche site • Scraped relevant People Also Ask questions & used GPT3 API (not ChatGPT) to answer across ~10k URLs • Added a few links from other sites
AI Content | A Cautionary Tale
Big Updates to QRG & E-E-A-T in December 2022
Expertise Experience Expertise Expertise vs. Experience
Waiting for the next core update: quality raters are busy
REMEMBER: we haven’t seen the full manifestation of the new “Experience” signal in the algorithms yet
The Product Reviews Update
From my keynote last year Coming Soon to a Country near you
The Product Reviews Update has arrived in Germany
No evidence of first-hand experience or thorough testing of products The Product Reviews Update
The Helpful Content Update
Launched in August 2022
Updated in December 2022
CREATED A NEW SITE-WIDE SIGNAL The “unhelpful content” classifier
If the majority of site content is “unhelpful”, a site-wide ranking demotion is applied …even for “helpful” content.
actually What means: SEO spam “In search of content with little value, low-added value, or that is not particularly helpful” speak What the classifier looks for…
The (un)helpful content classifier: • Is automated • Uses machine learning • Runs continuously • Is not a manual action • Can affect a site at any time • Can be “lifted” after unhelpful content is removed
Categories Impacted Lyrics sites Guitar chords Adult sites Travel blogs Grammar sites Aggregator sites Product manuals (duplicate content) Low-quality affiliate sites
Rapid Growth Before Decline Many affected sites exhibit this pattern…
What makes the content “unhelpful”?
Sites pretend to be experts on too many topics
Information is generic without unique or expert insights
Information lacks detail or specificity
Content velocity & topic selection seem to reflect an “SEO-first” approach
Overwhelming ads & affiliate links (correlation, not causation)
Using ChatGPT effectively for SEO
When used carefully, ChatGPT & AI content tools can be tremendously valuable for SEO …but they come with risks.
Excel formulas Robots.txt directives Regex commands JSON CSV HTML Markdown Tables Generate: Using ChatGPT effectively for SEO
Excel formulas Robots.txt directives Regex commands JSON CSV HTML Markdown Tables Generate: Using ChatGPT effectively for SEO
Summaries FAQs Grammar/spelling review Translation Key takeaways Opportunities for improvement Fact checking Generate: Using ChatGPT effectively for SEO [paste entire article]
Summaries FAQs Grammar/spelling review Translation Key takeaways Opportunities for improvement Fact checking Generate: Using ChatGPT effectively for SEO
Summaries FAQs Grammar/spelling review Translation Key takeaways Opportunities for improvement Fact Checking Generate: Using ChatGPT effectively for SEO
What not to do… • Copy-paste ChatGPT content • Especially on Your Money, Your Life (YMYL) topics!
What not to do… Assume ChatGPT actually knows what it’s talking about
Takeaways • Use AItoincrease efficiency, butbecareful misusing AIcontent • Helpful contentrequires effort • Takingshortcutscancatchuptoyou • Insteadoffocusing on scale, focus oncontent qualityandE-E-A-T • Stayinyour lane • Investinyourauthors’online reputation&build outtheirKnowledge Graphs
PAID SEARCH
The sobering reality of uncertainty
Me finally making enough money to make a living Inflation
Inflation Rates & Recession Fears
Shifting consumer behavior • Trading down • Reticence to invest in high-ticket items or services • Investing in products and services for longevity
In a world gone mad… Major layoffs Thanks ChatGPT! Zoom = crime against humanity Cookies go away Robots take over RECESSION! UK does something... again Big news from Antarctica Elon buys Google Lily in NYC > 2 weeks
At the beginning of the pandemic, how many of you had to reduce media spend?
In the last 6 months, how many of you or your clients have pulled back on media investment?
Continue to invest in search advertising
Don’t Stop Advertising. Pull back if necessary, but please don’t stop.
Outcomes Results from many companies who did not pull back spend & increased investment How long it took companies that pulled spend by 50% to return to pre- recession sales revenue How long it took companies that pulled all media spend to return to pre-recession sales revenue
Optimize with a scalpel, not a sledgehammer
You don’t have to outspend your competition, …you have to outsmart them.
Get a Better Conversion Rate • Better Qualify Your Traffic • Optimize to Deeper KPI’s • Consider Lead Quality
Diversify your search portfolio
“Nearly 40% of Gen Z prefers using TikTok & Instagram for search over Google.” – Prabhakar Raghavan, SVP, Google
In late 2022, TikTok launched an UK ad campaign positioning it as a Google replacement
•Access to Gen Z & Millennials •Competitive pricing, possibly better ROI •Expansive reach and unparalleled engagement •Clunky UI •Rollout? TikTok Search Ads – The Future?
Automation & AI
Google, Microsoft, Facebook & most platforms have already embraced…
Core marketing principals & process Enabled Technologies for AI & ML Skilled People Manu-Automation Strategic Marketers + Machine learning = Results Intelligent Delivery This powerful combination maximizes digital spend for the highest ROI.
Invest in Landing Page Experiences • Personalize the user experience • Ensure landing page fulfills the promise of the ad • Prioritize by conversion potential / volume
Takeaways • Don’tstop investing insearch • Get abetterconversion throughoffline conversion trackingandintegration • Algorithmic biddingis your friend,aslong as you havequalitydata • Optimizewithascalpel, not asledgehammer
How SEO & Paid Work Together
Visualizing SEO & PPC Data
GSC keyword data for paid search keyword expansion / remarketing Sharing is Caring
Organic & paid overlap & expansion opportunities • Multi language keyword expansion • Identify and prioritize keywords too expensive for paid search but able to rank organically
Organic & paid overlap & expansion opportunities • Sharing top performing search ads and top titles & descriptions • GMB listings
Top content / organic landing pages •Remarketing to top content/SEO ranking pages with specific ad copy related to content •Drive them to more conversion friendly landing pages
We're working with the same search demand… Measure & Analyze •If both align, it's likely a marketplace / demand challenge •If one or the other is markedly different, paid media challenge
SEO, PPC and AI in 2023 and Beyond