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Mastering the Art of AI-Driven Content Creation for Google SEO

This week, I presented the above title at the SEO Vibes event organized for the first time in Turkey.

This week, the first "SEO Vibes" event occurred in Turkey's digital marketing world. WhitePress Turkey organized this event, which created a buzz in the SEO and content marketing world.

Mert Vahit Demir from the ZEO agency and Cihat Murat Yüksel from the Webtures agency also contributed to the event with their presentations. At the event, I presented "Producing Content Suitable for Google Algorithms with Artificial Intelligence." In the presentation, I shared the successful SEO case analyses we have achieved using ChatGPT (GPT-4).

You can find the presentation below:

GPT-4 is an advanced artificial intelligence model developed by OpenAI capable of language understanding and generation. This technology is attracting the attention of more and more business and marketing professionals. However, along with this interest, there are many questions about the potential of GPT-4 and how to use it properly.

Producing content with AI requires a strategy that is compatible with Google algorithms. Therefore, when using ChatGPT, we considered the basic principles of SEO and Google's expectations for content quality.

Here are some of these experiences:

• Keyword Strategy: ChatGPT can use keywords in a natural language. In this way, Google algorithms perceived our content as more organic and user-oriented. However, in this process, we also learned that we need to be careful when determining the keywords we target because ChatGPT produces content based on the instructions we give. Wrong commands can produce wrong content.

• Content Quality: The content produced with ChatGPT was generally of high quality. However, just like any written content, this content had to be edited and reviewed. In this way, our content became more relevant and valuable for users and Google algorithms.

• User-centered Content: One of ChatGPT's greatest strengths is its ability to create content that will engage users and answer their questions. In this way, our content is valuable to users and meets Google's "E-A-T" (Expertise, Authoritativeness, Trustworthiness) criteria. Instead of just creating content around search words, we asked ChatGPT to meet user expectations and create helpful content fully. This also allowed us to align with Google's Useful Content system.

This event and our experience with ChatGPT provided valuable insights into how AI and SEO can work together. However, there is an important point to remember: AI is just a tool and should be used strategically to achieve the best results.

While producing content by Google algorithms with ChatGPT, it is necessary to consider many factors, from keyword selection to content quality and user-oriented content creation. Therefore, we consider the role of artificial intelligence in content production as part of our overall SEO strategy.

As a result, the "SEO Vibes" event was a platform where forward-thinking thoughts and strategies on SEO and artificial intelligence were shared. At this event, we had the opportunity to share ChatGPT's role in our SEO strategy and our successes. These experiences offered a promising perspective on the future of SEO and brought new ideas on how AI can shape our content strategy.

ChatGPT and other AI technologies will likely play an essential role in the future of SEO and content marketing. However, to fully utilize the potential of these technologies, we aim to use them strategically and continuously learn and evolve. In this process, events like SEO Vibes will continue to be a valuable resource for us to follow the latest trends and innovations in the industry.

Time for Change: Generative AI Inevitably Reduces Organic Traffic

SEO expert Jon Cooper thinks that the impact of generative AI on organic traffic will inevitably be negative.

This is something I've been saying for weeks. With AI chatbots dominating the search engine, less organic traffic will inevitably go to our client's websites.

If you are creating your content primarily for SEO purposes, or if your site relies on content that drives organic traffic from search engines, Jon Cooper has an important warning: your skills and/or the value of your business may suffer a severe decline shortly.

Google's announcement on 10 May, and the examples it has shown of what future SERPs might look like, suggest that the SEO and content creation industry should proceed cautiously.

Jon Cooper shares this situation and calls for all of us, as SEOs and content creators, to realize what is happening, understand the possible scenarios shortly and see what decisions we need to make to survive and adapt.

Note: Jon Cooper, an SEO consultant and owner of the riskiest sites, points out how this situation is developing in America. He also notes that his views on this rapidly evolving situation constantly change.

According to Jon Cooper, Google, ChatGPT, and others use new generative AI technology to exploit your website content for their gain without your knowledge or consent. As a result, you may experience a steady decline in organic search traffic for certain types of content, which may be irrelevant to your content's organic search rankings.

Content Strategy is Inevitable for the Success of Generative AI

This article by Mike King of iPullRank sets out the importance of building a content strategy around generative AI, such as the GPT series, and its implications for organizations, particularly in content marketing.

Mike King notes that many organizations are keen to use generative AI tools but often struggle with integration.

According to King, companies should ask how to build workflows and governance models around these tools rather than just using them.

They should focus on integrating productive AI tools into their existing tool sets and building a content strategy for productive AI. This is especially true for large enterprises, which tend to move slowly and require significant organizational changes to adopt new tools. As the author observes, most ChatGPT use is primarily at the individual level, not as part of a company-led strategy.

With generative AI becoming viable for creating web content since GPT-3, there have been concerns about potential penalties from Google for machine-generated content in the SEO space.

However, these concerns have diminished with the emergence of ChatGPT and Google changing its stance on AI-generated content. King suggests that this has led to a "content arms race", with a significant majority of business leaders (64.7 percent) looking for ways to leverage generative AI in their content marketing efforts.

King emphasizes distinguishing between content strategy and content marketing, which are often confused. In the context of introducing generative AI to an organization, the principles of content strategy are critical.

According to King, a solid content strategy includes a "core strategy" that defines the overarching approach a brand takes with its content. This strategy guides everything an organization does with its content, answering questions such as what they aim to achieve with their content, who they are trying to reach, what action they want their audience to take, and whether they should limit themselves to specific formats.

4 Technical SEO Tips for Multilingual Websites

Technical SEO for multilingual websites is essential. Learn these tips to make it easier for search engines to find and index your web pages in all languages.

This article published in Search Engine Journal discusses technical SEO practices for multilingual websites.

Firstly, it states that multilingual websites offer content in various languages, allowing audiences to access information in their preferred language and helping businesses maximize their reach and engagement with global audiences. However, a few key issues can affect multilingual website performance.

These include a lack of a proper URL structure, poor content translation and lack of optimization, duplication of multiple URLs with the same content, and automatic redirects based on the user's browser.

However, the article suggests four technical SEO tips for multilingual websites. These tips include creating the URL structure properly, performing content translation and optimization correctly, preventing duplicating URLs with the same content, and preventing automatic redirects based on the user's browser.

These strategies can help improve the visibility and ranking of multilingual websites on search engine results pages (SERPs) and thus increase website traffic.

Google Rolls Out Multiple Featured Snippets in Desktop Search

Google Search is starting to offer more featured snippets.

American users report that Google is starting to show more than one featured snippet, often with two or three options. We've seen this on mobile, but it's now out to the desktop.

For example, Barry Schwartz, owner of Seroundtable.com, found a result with three featured snippets in his search for "core web vitals details":

This reminds me of Google's search results with its generative AI chatbots. Those who have tried Google Bard may have noticed that Google offers alternative options called "draft" in most Bard search results. The reason behind this new featured snippet logic may be similar to what Bard does; to offer alternative options to users.

Below you can see the "drafts" produced by my "core web vitals details" search in Bard:

Bing Increases the Number of Bing Chat Conversations, Adds Images to Travel Queries, and Expands Bing Image Creator

Microsoft Bing has brought several improvements to Bing Chat.

The number of chat rounds has been increased, more images are being added to your travel queries, and the functionality of Bing Image Creator has been extended to all chat modes.

The number of chat rounds in a conversation has increased from 20 to 30. In addition, a total of 300 chat rounds are now allowed per day. This increase also includes conversations in your chat history, so you can return to conversations where you've already reached the round limit and pick up where you left off.

Bing is starting to offer a richer experience by increasing visible results for your travel queries. These images include direct links to Bing Travel results. Finally, Bing Image Creator now works not only in creative mode but also in Precise and Balanced modes.

Google Bard Can Now Use Your Device's Precise Location For More Relevant Local Results

To enable this, you can manage your preferences in location settings.

Google Bard can now use your device's location to provide better-localized results for your questions. When you go to Google Bard, you may see a pop-up dialog box saying, "You can also choose to allow Bard to use your device's precise location to get more relevant answers."

Google states that this update will allow us to see "more relevant answers about restaurants near you and many other things about your area"”

Local search is a significant driver for many small and local businesses. Using AI chat-based tools like Google Bard to find places to get pizza, get a haircut, find a dentist, etc., could drive additional traffic to those businesses.

Book Of The Week: “Talk Like TED: The 9 Public-Speaking Secrets of the World's Top Minds” - Carmine Gallo

As intimidating as public speaking may seem, it's not.

TED conferences, named after the initials Technology, Entertainment, and Design, continue attracting worldwide interest.

The 18-minute TED talk titled 'Ideas worth sharing'’ which leaves deep traces in people's inner worlds has been clicked more than 4 billion times on the internet, the universal platform of the digital age.

So, what is the secret behind these impressive and attractive speeches? What elements do we need to make a persuasive, enthusiastic, and inspiring speech? Maybe talent, maybe a little courage...

But the situation is slightly different than we might think at first glance. As intimidating as public speaking may seem, it is not at all. Wall Street Journal bestseller Carmine Gallo's book 'Talk Like TED' sheds light on many questions on this subject. The book includes detailed analyses of more than 100 TED talks, exclusive interviews with popular TED speakers, and insights from psychology, neuroscience, and communication experts.

The interest in TED conferences, which have reached billions of views in the digital world, is increasing daily. What are the secrets of these speakers who deeply affect people? What elements are needed to make a persuasive, enthusiastic, and impressive speech? The book 'Talk Like TED' gives answers to these questions. The book contains analyses of over a hundred TED talks and is one of today's best-selling books.

I hope you enjoyed my weekly SEO insights. Hope to see you the following Monday in the new episode. I wish you all a great week.

Best,

Mert Erkal

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