Artificial intelligence is reshaping the way students search for and engage with higher education institutions. From AI-generated search results to evolving SEO strategies, higher ed marketers must stay ahead of these changes to ensure their programs remain visible and competitive.
That’s why Filling Seats, a podcast dedicated to helping higher ed professionals attract and enroll more students, invited Search Influence Director of Sales and Marketing Paula French to share her expertise.
In AI’s Impact on Search and Higher Ed, Paula discussed the rise of AI in search, what it means for higher education SEO, and what institutions can do to adapt.
Follow along as we break down key takeaways from Paula’s conversation and how your institution can navigate AI’s growing influence on search and student recruitment.
About the Filling Seats Podcast
Hosted by Jonathan Clues, the Filling Seats podcast is a go-to resource for higher education professionals looking to grow, shape, and sustain enrollment at colleges and universities.
Each episode features conversations with enrollment marketers, thought leaders, and edtech innovators, offering firsthand insights into what’s working in student recruitment today.
Past guests have included Dr. Carey Dukes from North Greenville University, Amber Fitzgerald from Suffolk University, and Jonathan Clues from StudentBridge.
By sharing real-world strategies and success stories, Filling Seats equips educators with the knowledge they need to keep up with the evolving enrollment landscape with confidence.
Paula on the Impact of AI in Higher Education
Artificial intelligence is changing how students search for and engage with higher education institutions.
Here are key insights from Paula’s appearance on the Filling Seats podcast to help you navigate this higher education SEO trend.
The rise of AI-powered search
In May 2024, Google introduced AI Overviews as part of its Search Generative Experience (SGE). This feature, powered by Google’s Gemini AI model, generates quick, AI-written snippets that appear at the top of the search engine results page (SERP).
While these overviews offer users immediate answers, they present new challenges for universities: Organic search results appear lower down the page, leading to universities receiving fewer organic clicks to their websites.
For higher ed marketers, this means traditional SEO tactics must evolve to ensure university content remains visible and engaging, and is optimized to appear in AI-driven search results.
The rise of social search & AI tools
AI Overviews aren’t the only thing disrupting traditional search.
Social search is gaining momentum, particularly among Gen Z and Millennials, who use platforms like TikTok and Instagram as search engines. Instead of relying on Google, many prospective students turn to social media for recommendations, reviews, and insights about universities.
This shift is significant — Google now ranks social media content in search results, further blurring the line between traditional and social search. Universities that don’t address social search as part of their marketing strategy are missing out on potential students.
Universities that create high-quality, engaging social content are more likely to appear in both social media searches and Google results pages, giving them an additional opportunity to connect with prospective students.
Adapting to a changing higher ed SEO landscape
So, what can universities do to adapt to AI’s growing role in search and recruitment?
Paula shared these essential strategies:
Optimize for AI-Powered SERPs: Understand which keywords trigger AI Overviews and adjust content strategies accordingly. Informational intent keywords, such as admissions, online degree programs, and scholarships, are most likely to generate AI summaries.
Double Down on In-Depth, Engaging Content: AI Overviews scrape the web for information, often summarizing surface-level content. Universities can stand out by providing deep, engaging resources that go beyond what AI can summarize.
Leverage Social Search: With more students searching directly on TikTok, Instagram, and other platforms, higher ed institutions need a stronger social presence to engage students where they are already searching.
Adapt to AI in Higher Education With Search Influence
There’s no denying it — AI is changing the game.
At Search Influence, we help higher ed marketers navigate these changes and build SEO strategies that boost visibility in traditional, AI, and social search.
Search Influence Co-Founder and CEO Will Scott will present at Pubcon 2024 in Las Vegas, Nevada, on Wednesday, October 16th, from 10:30 to 11:20 a.m.
In his session Content Repurposing and Content Generation, the SEO pro will discuss how marketers can use AI and large language models (LLMs) to breathe new life into their existing content and use AI for link-building to identify optimization opportunities.
If you’re a content marketer, SEO professional, or digital strategist looking to work smarter, not harder, this session is your first-class ticket to a whole new world of workflow efficiency.
This blog will address what you can expect from Will’s upcoming Pubcon session.
An Overview of Content Repurposing and Content Generation
Why is Hollywood full of adapted screenplays?
Why does Nike always have another retro shoe release?
Because coming up with new ideas is hard and more expensive.
Like screenwriters and shoe designers, marketers don’t always have the time or funds to reinvent the wheel.
But many marketers do have countless archived blogs, press releases, social media posts, and videos collecting virtual dust across their platforms.
Will’s October Pubcon session, Content Repurposing and Content Generation, will equip you with the skills to turn your old, boring content into new, engaging formats.
Those who attend will learn practical skills to:
Identify high-potential older content for AI-assisted updates
Use LLMs to expand, rewrite, and modernize outdated articles
Create multiple content formats from a single piece (e.g., blog post to video script, infographic to podcast)
Enhance SEO performance of existing content through AI-driven optimization
Develop a sustainable content recycling strategy that saves time and resources
Will’s presentation will highlight how generating fresh, AI-driven content opens the door to valuable link-building opportunities. As you repurpose old content into new formats, AI for link-building helps you identify link-building prospects and optimize your content for greater visibility.
As Will has emphasized before, using AI tools to repurpose content isn’t about spamming the web with low-quality material. Instead, it’s about strategically reworking content into fresh formats that can be shared across multiple platforms, boosting visibility and driving traffic.
This session will equip you with the skills to maximize your content investment and keep your websites fresh and relevant in the age of AI.
Search Influence at Pubcon 2024
Search Influence’s presence can be felt across Pubcon 2024.
Search Influence Is On the Cutting Edge of AI for Content Marketing
From AI-driven content repurposing to cutting-edge AI content link-building techniques, Will’s Pubcon 2024 sessions will give you the tools you need to create engaging content faster. To catch them live, check out the full Pubcon schedule for session details.
Looking to learn more about AI for SEO content now? No need to wait for Pubcon to access Will and Search Influence’s expertise. Our team is always here to help you revolutionize your SEO and digital advertising campaigns with innovative tech and results-driven strategies.
Search Influence Co-Founder and CEO Will Scott made his first appearance on the Make Marketing Make Sense podcast to share how marketers should utilize AI to supercharge their SEO efforts.
Make Marketing Make Sense is a weekly podcast hosted by Comfy Stone Films Co-Founder and Account Manager Josh Owen. The podcast invites entrepreneurs and marketing experts to simplify the latest trends in this ever-evolving industry.
Comfy Stone Films helps businesses grow by making effective online video content on such topics as video marketing strategies and production tips.
Watch the full podcast below to gain valuable insights into how AI can take your SEO strategies to the next level.
AI for SEO Insights From Will Scott
Since putting his first website online in the mid-90s, Will has worked through countless evolutions of SEO. Few advancements have had the same impact as Artificial Intelligence.
During his guest appearance in Make Marketing Make Sense, on the episode Utilizing AI for SEO, Will discusses:
How AI can streamline SEO content creation
How to combine AI with a human touch using the “AI sandwich” method
How to prompt AI to create SEO-optimized content
The SEO vet also explains how tools like Wave.video and Make.com can help you create worthwhile video content and automate your workflows.
Looking for more ways to use AI to boost your marketing efforts?
Unlocking Conversions: Meta and LinkedIn Introduce Advanced AI Targeting
Discover how predictive audiences and Advantage+ targeting can elevate your advertising campaigns.
New Meta and LinkedIn AI Features Help “Find” Conversions
As part of our ongoing commitment to optimizing your advertising campaigns, we’re excited to introduce you to the powerful AI features offered by Meta and LinkedIn, designed to help you reach and convert your target audience more effectively.
Predictive Audiences with LinkedIn Ads
On LinkedIn, we can leverage predictive audiences, a feature that expands your campaign’s reach by creating an audience predicted to perform actions similar to those within your source data.
We work with you to curate a list of existing contacts you have that represent the ideal customer – this could be high quality leads or high quality clients/customers. LinkedIn combines your data source and LinkedIn’s AI to automatically generate a new custom audience that has more potential to convert.
Advantage+ Audiences with Meta Ads
In addition to LinkedIn, we’re excited to introduce Meta Advantage+ audiences, which harnesses Meta’s advanced AI capabilities to find your audience. (P.S. Meta = Facebook and Instagram.)
Meta’s AI utilizes a wealth of information including past conversions, pixel data, and interactions with previous ads to continuously refine and evolve your audience targeting. You can rely on Meta’s AI to find your audience, or provide specific information about the people you want to reach. Meta prioritizes audiences matching your suggestions before broadening its search.
By testing AI-driven targeting in your campaigns, you can expect improved results! We are working these features into our clients’ campaigns where relevant to test their power to drive more conversions within your budget.
AI has been driving success in your campaigns for years
Over the years, AI has revolutionized advertising, reshaping how we connect with audiences and optimize campaigns – in Google, Meta, LinkedIn, and programmatic digital advertising.
AI has evolved to deliver personalized ads, enhancing relevance. Predictive algorithms forecast trends and behaviors, enabling data-driven decision-making, while dynamic creative optimization tailors ad content in real-time to maximize engagement and conversion rates. Now we are testing new audiences created using AI to drive conversions!
At Search Influence, we continue to adjust our campaign best practices and processes to leverage AI’s potential to drive your advertising success.
Have questions about AI in your campaigns? Chat with your account manager to understand more!
It’s not hyperbole to say AI has the potential to change everything about how marketers produce content.
SEO is not dead, and neither is ChatGPT.
The AI sandwich is a content creation workflow that utilizes AI-powered tools and human creativity to create high-quality content that is helpful to readers.
The people who work with AI owe it to their fellow humans to use it responsibly.
On September 21st, 2023, Search Influence Co-founder and CEO Will Scott presented at the Pubcon Pro Annual conference in Austin, Texas.
This is the second time Will presented on AI Content at Pubcon in 2023, the first being in February 2023.
Will presented “Robots, Revolution, and the Death of ChatGPT” under Pubcon’s session title “ChatGPT and AI Use Cases for Marketers.” President of Content at Scale, Julia McCoy showed off her own interesting findings in her presentation “Future of SEO Content is AI” during the same session.
During their respective presentations, the two content creation experts discussed how marketers can utilize artificial intelligence to create content more efficiently — without sacrificing the quality of their writing.
In this blog post, we’ll break down the key takeaways of Will’s thoughts on content marketing AI and how this new tech could produce a win-win situation for content marketers and their audiences.
What Is Pubcon?
The Pubcon Pro Annual 2023 conference was held on September 19-21, 2023, at the AT&T Conference Center in Austin, Texas. In its 22nd year, Pubcon boasts well-known speakers sharing both cutting-edge and tried-and-true digital marketing strategies focusing on search engine optimization and content creation.
The conference helps attendees learn about new industry trends and generate ideas for their marketing efforts. At this conference, and at Pubcon earlier in the year, there has been much discussion about AI for content marketing and artificial intelligence in general.
Session at a Glance: ChatGPT and AI Use Cases for Marketers
As someone who has worked in the SEO and content marketing world for over 20 years, Will Scott has seen trends come and go. But he believes it’s not hyperbole to say AI has the potential to change everything about how marketers produce content.
Since becoming (admittedly) obsessed with OpenAI ChatGPT and countless other AI content tools in the late winter months of 2022, Will brainstormed ways marketers can use AI to make digital marketing work leaner.
Will’s session took an in-depth look at how big and small companies alike boost content creation productivity by tapping into the power of AI writing.
All who attended learned effective strategies for harnessing AI to replace 7+ hours of work per piece while maintaining a genuine connection with their human audience and preserving their unique brand story and style.
Will presented case studies and offered practical advice and inspiration for marketers based on months of hands-on work.
Julia McCoy and Content at Scale
Julia McCoy is a trailblazing entrepreneur and online content strategy thought leader who has spent her career helping marketers scale their content creation process for maximum revenue.
In her role as President at Content at Scale, Julia helps human writers and marketers create high-quality AI-generated content.
Content creators across the globe have implemented Julia’s ideas, and she is a trusted voice in the AI content creation space.
Robots, Revolution, and the Death of ChatGPT
Will’s presentation, “Robots, Revolution, and the Death of ChatGPT,” is the second installment in his “AI Sandwich” series. It’s an update from his previous Pubcon presentation, “Chatbots, AI, and the Marketer’s Conundrum,” when generative AI first broke ground in late 2022 and early 2023.
In his first presentation, he discussed the AI buzz and listed some popular AI content creation tools (Midjourney, Jasper, Originality.ai, etc.).
This experienced SEO and content marketer expanded upon these ideas in his second presentation, with updates that include:
Data points
Real-world case studies
Tips to help marketers improve content creation and edit AI-created content
What is the AI Sandwich technique?
This isn’t your average turkey sub or pastrami on rye.
The AI sandwich is a content creation workflow that utilizes AI-powered tools and human creativity to create high-quality content (social media posts, blog posts, long-form content, short-form content, ad copy, etc.) that is helpful to readers.
The process goes like this: A human writer creates the prompts, AI handles the content generation, and then the human edits the AI-generated content.
This process helps to create content that satisfies Google’s Search Quality Raters, who review content for signals such as Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T).
In essence, readers come to Google hungry for knowledge.
They want content with nutritional value — not empty calories.
Content created solely by AI is comparable to eating ramen noodles and chips in your college dorm room.
The AI Sandwich is the meal your Mom makes you when you come home for the weekend — hearty and sure to satisfy.
Will Scott on AI in Content Marketing 2.0
Hundreds (probably thousands) of blog articles have been written about AI content and content creation tools in the last year or so — a lot of it written by artificial intelligence.
In his Pubcon presentation, Will gave a human voice to the subject.
Below is a brief review of some of the topics covered.
Addressing the misconceptions
SEO is not dead
SEO is not dead, and AI tools will not take your job.
Rather, it’s more likely that an expert using AI-powered tools will replace you. It’s a little harsh, but you still have plenty of time to become an AI tools expert.
In fact, the AI Sandwich technique and Julia’s AIO method prove that AI tools still need human input to create content that converts.
ChatGPT is not dead
Despite what clickbait headlines might say, ChatGPT is also alive and well.
As seen in the screenshot below depicting 12 months of Google Trends Data, people far and wide are still interested in the AI-powered creation tool.
Remember all the “Paul is dead” rumors after the Beatles star appeared on the Abbey Road cover in bare feet?
It turned out the legendary musician was more than alive and was, in fact, gearing up for another slew of hit albums.
Friends, ChatGPT is not only alive but might also be about to release its Band on the Run.
Talking about tools
Tools, tools, tools, and more tools!
As with anything new that hits the market, there always seems to be an overflow before the tide settles.
At Search Influence, we’ve tested several AI-powered tools for everything from social media captions to marketing strategy and idea generation. While we’re still feeling things out, we do have a few tools we plan to keep in the rotation.
AI-generated content tools the SI team is using/testing
Content at Scale
Machined.ai
Surfer SEO AI Writer
ZimmWriter
Image and visual content tools the SI team is using/testing
Dall-E 2
Midjourney
Stable Diffusion
SEO and keyword research tools the SI team is using/testing
PageOptimizer Pro
Surfer
Frase
Video tool the SI team is using/testing
Wave.video
Opportunities, concerns, and next steps
These natural language generation tools offer countless opportunities for marketers when used correctly. Tools like the ones above are great if you need to generate content ideas, research relevant keywords, develop lists of facts and FAQs, or program code.
But don’t forget — these tools aren’t perfect. In fact, sometimes they can be wrong.
Think of using AI tools like grading an eager middle school student’s paper. You recognize how marvelous their work is and how much progress they’ve made while still understanding they’re young, so there are bound to be typos, necessary edits, and fact-checking.
The concern is that lazy SEOs and spammers will rely solely on AI content marketing tools to create their content. This practice is especially dangerous when working on YMYL (Your Money or Your Life) pages. Content marketers and SEOs that only use AI and don’t keep Google’s E-E-A-T requirements in mind will soon see their rankings drop.
Don’t be a lazy SEO — test it, but don’t spam it.
AI content creation + human editing + fact-checking = quality writing at an efficient rate.
For example, Will used but didn’t abuse ChatGPT to create blog content on the Skyscraper Method and ChatGPT data mining. It’s an interesting, informative read assisted by AI but led by a human brain.
If you can use AI for content tools while still being thoughtful about your work and using good sense methods like the AI sandwich, these little robots could be your new work bestie.
AI in Content Creation and Marketing: Far From Over
Will and the Search Influence team love being early adopters of generative AI. While we enjoy using it for everything from writing email subject lines to competitive research, we still exercise caution against leaning on it too heavily.
We look forward to implementing more natural language processing tools in our content strategy as the industry develops. But as game-changing as we think these tools are, we use them while keeping a few key ideas in mind:
AI writing tools will lead to an overflow of information, some good, some not so good.
It is the responsibility of marketers, journalists, and creatives not to generate blog posts full of useless fluff and flood social media channels with unchecked facts and misinformation.
Those at the frontline of this new industry owe it to our fellow humans not to abuse it.
With that being said, we think these content generation tools have an opportunity to positively impact the human experience in a similar way as the printing press and the Internet.
I can’t believe I’m sharing this, but after doing it a few times, I realized that the Skyscraper Technique, when paired with ChatGPT data mining, is too good to keep to myself.
But look, don’t tell anyone else, alright?
[ez-toc]
Everybody’s afraid of the impact of derivative content. I say, if you can’t beat ’em, join ’em.
[bctt tweet=”Everybody’s afraid of derivative content. I say, if you can’t beat ’em, join ’em.” username=”w2scott”]
Lean into the power of derivative content and take a lesson from Brian Dean in the Backlinko heyday.
At the time, I was getting back from Pubcon, having presented on AI content (as much as we understood at the time), and was super pumped about the opportunity.
I started experimenting with sampling existing content to build personas for voice and tone, but it was nothing like we’re able to do now. With updates to the core OpenAI GPT, both in the underlying technology and in the size and scope of content one can process, we can go both deep and wide on topics.
The more recent ability to execute a web search with plugins and the expanded data exploration enable summarization and understanding of exceptionally long and complex topics.
The machine learning models and artificial intelligence technology are amazing in and of themselves. The killer app, in my experience, is the ability to analyze the aggregated content of those articles you’re summarizing and glean really useful information.
ChatGPT As a Data Analysis Engine
In a recent experiment, I had ChatGPT summarize the top ten articles on a topic, including highlighting unique positions. This use of natural language processing makes ChatGPT a much more valuable tool to perform tasks where the data collection and correlation analysis are themselves a competitive edge.
It’s simple to get started — search Google for your target keyword. The answer will give you a ton of new ideas and more links than you know what to do with.
Then, use ChatGPT data mining to extract common elements. In this case, we’re talking about the most commonly cited higher education marketing strategies.
[bctt tweet=”Search Google for your target keyword. You will get a ton of ideas and more links than you know what to do with. Then, use ChatGPT data mining to extract common elements.” username=”w2scott”]
It’s these kinds of classification tasks where I think ChatGPT really shines.
I’m looking forward to the very near future, where AI image tools like Midjourney and Dall-E can take the language model output and turn it into data visualization. Obviously, getting accurate responses from the code can lead to a better piece of content.
This is just one of many factors that must be addressed before data scientists can rely on this powerful tool.
Will this work for every subject? Maybe not, but for any topic with abundant informational content available, it should be effective.
What Is the SEO Skyscraper Technique?
The Skyscraper Technique was popularized by Brian Dean at Backlinko. As you would imagine, it’s been imitated, misquoted, and SEO’d beyond belief.
Step 1: Find link-worthy content.
Step 2: Make something even better.
Step 3: Reach out to the right people.
[bctt tweet=”The Skyscraper Technique was popularized by @brianedean at @backlinko. As you would imagine, like most tactics that work, it’s been imitated, misquoted, and SEO’d beyond belief” username=”w2scott”]
Note that the first filter is about links. Links are great and a strong signal of authority, but since Dean’s original article, Google has moved much further down the road toward a semantic, entity-based web.
Links are still critical to ranking, but it’s widely acknowledged they are also very manipulable.
This means that the page’s content and its relationship to already recognized entities can be as important as the links pointing to it.
In fact, if you believe Kyle Roof or Koray Tuğberk Gübür, you might think you can own the SERP without links at all.
So, the difference in this approach is that, instead of looking at a single piece or a small set of content, we look at all the content to which Google is giving the love.
[bctt tweet=”Instead of looking at a single piece or a small set of content, we look at all the content to which Google is giving the love.” username=”w2scott”]
Another difference is the respect we show the other ranked articles we’re referencing. We’re not just trying to one-up them — we’re giving them their dues with a summary and a link.
And yes, by including the summary, we’re assuring we include all those juicy semantic entities and keywords in our article, too. We’re, therefore, also relieved of the challenge of keyword research because we know these articles rank. Look at a great number of sources and build the tallest skyscraper, and you win.
And finally, by syndicating the content we’ve created, with derivative content enabled by AI, we’re presenting a 360-degree view of both the content and the link universe.
And we’re setting ourselves up so that the first links pointing back are both super authoritative and, potentially, linkable assets in their own right.
How Do You Use ChatGPT for Data Mining?
In the last six months, ChatGPT has become a fantastic tool for data mining. With the addition of web crawling and integrations to third-party data sources like Google Sheets, what was previously just a content regurgitator is now a proper data analysis tool.
In my original article on ChatGPT data mining, ChatGPT didn’t have live web crawling ability and was still giving out a lot of information it shouldn’t have been. In fact, it was giving me email addresses — accurate or not — for Pubcon speakers, past and present.
But, as that article showed, you can’t trust ChatGPT to tell the truth, and there’s a fair likelihood that some of those addresses are made up.
[bctt tweet=”You can’t trust ChatGPT to tell the truth, and there’s a fair likelihood that some of the information is made up.” username=”w2scott”]
And just like that, it went away.
From the earliest days of ChatGPT, you could ask it to identify frequency, relationships, and even format information in tabular form. But you still couldn’t trust it.
Now, with ChatGPT ingesting data from web crawling and Google Sheets, for instance, it’s the content that gets ingested one has to worry about, not ChatGPT’s famous hallucinations.
[bctt tweet=”I’m human, I’m helpful, some of this is AI, and that’s OK.” username=”w2scott”]
The Prompt I Used to Summarize the Articles
As anyone familiar with the ChatGPT language patterns knows, you must ask follow-up questions to produce great content:
Please write a synopsis for each of the articles at the following URLs.
Please use the article’s HTML title as the heading and include enough detail that I don’t need to actually read the article.
If an article references multiple strategies, please list them.
Please identify any unique or noteworthy positions taken by the author.
Please include the URL immediately below the HTML title.
I used the Access Link plugin and pasted the URLs of Google’s top 10 ranking entries.
In prior iterations of this idea, pre-ChatGPT plugins, I have copied and pasted the whole article or used BingGPT — pour one out for BingGPT, y’all.
Now, I know some of you prompt engineering pros will find ways to improve this. If so, please share.
Keep in mind that I wasn’t trying to have ChatGPT write my whole article. I needed it to extract and present information from other articles that I could review and comment on.
The Prompt I Used to Extract the Top 10 List
As often happens with prompt engineering, I had to iterate my way to the final, golden output.
I started with:
Please identify the most common strategies cited in the articles synopsized below:
[Text of ALL of the synopses from the prior exercise]
[bctt tweet=”Please identify the most common strategies cited in the articles synopsized below – and then copy in the text of all the synopses” username=”w2scott”]
This gave me a long list that didn’t seem to have any prioritization, so I asked for the top three, then the top five, and finally:
Top 10 in order of frequency?
And that was the money. From that, I got a great list with brief descriptions of the top 10 higher education marketing strategies. Given the iteration and the clarification in the prompt, I was also more inclined to believe the output.
If you are going to use this technique for something more serious than SEO, please be sure to fact-check both the source articles and ChatGPT’s interpretation of them.
Some Examples of ChatGPT Data Analysis for the SEO Skyscraper Technique
For this exercise, I used the following prompt:
Please write a synopsis for each of the articles at the following URLs.
Please use the article’s HTML title as the heading.
Please include enough detail that I don’t need to actually read the article.
Please include any background resources cited in the article, the actual strategies used, and the steps in order.
Please identify any unique or noteworthy positions taken by the author.
Please include the URL immediately below the HTML title.
Articles:
[List of articles to analyze]
Once all the articles were summarized, I asked ChatGPT to help identify some recurring themes.
Most Cited Methods for Keyword Research in an SEO Skyscraper Link Building Strategy
[bctt tweet=”Most Cited Methods for Keyword Research in an SEO Skyscraper Link Building Strategy” username=”w2scott”]
Based on the articles reviewed, the most frequently cited methods for keyword research, in order of frequency, are:
Use SEO Tools: Most articles emphasized the importance of using specialized SEO tools to identify high-performing content and relevant keywords. The most frequently mentioned tools were:
Ahrefs: Especially its “Content Explorer” and “Keywords Explorer” features.
Semrush: Known for its keyword research and domain overview capabilities.
Analyze Competitor Content: Many articles recommend examining content from competitors or top-performing content in the niche. This method helps identify what topics or keywords are already successful and where there might be gaps or areas for improvement.
High vs. Low Competition Keywords: There was a notable emphasis on the strategy of choosing between high and low-competition keywords. While traditional approaches often focus on low-competition keywords, some methods, like the Shotgun Skyscraper, suggest targeting high-competition keywords due to their potential for more backlinks.
Google’s “Searches Related to” Section: A significant number of articles pointed to the utility of Google’s own search results. The “Searches Related to” section at the bottom of search results can provide insights into related keywords and topics that users search for.
Long-Tail Keywords: Several articles highlighted the importance of targeting long-tail keywords. These are longer, more specific keyword phrases that might have lower search volumes but can be easier to rank for and attract a more targeted audience.
While these methods were the most frequently cited, it’s worth noting that the effectiveness of each method can vary based on the specific goals of the content and the niche in which one is operating.
Most Cited Methods of Outreach for SEO Skyscraper Link Building
[bctt tweet=”Most Cited Methods of Outreach for SEO Skyscraper Link Building” username=”w2scott”]
Based on the articles reviewed, the most frequently cited methods for link outreach, in order of frequency, are:
Personalized Email Outreach: Almost all articles emphasized the importance of personalizing outreach emails. This involves:
Addressing the recipient by name.
Mentioning specific details about their content or website.
Explaining why your content would be valuable to their audience.
Use of Outreach Tools: Many articles mentioned the use of specialized outreach tools to streamline and automate the process. Some of the most frequently cited tools include:
Hunter.io: For finding email addresses associated with a particular domain.
Mailshake: For automating and tracking outreach campaigns.
Respona: For acting as an all-in-one PR and link-building tool.
Snov.io: For finding email addresses and conducting email outreach.
Follow-Up Emails: Several articles highlighted the importance of sending follow-up emails if there’s no response to the initial outreach. This can increase the chances of getting a reply, but it’s crucial to strike a balance to avoid being too pushy.
Offering Value: Many articles emphasized the need to offer value in the outreach email. This could be in the form of:
Sharing your superior content as a resource.
Suggesting specific improvements or updates to their existing content.
Offering to share their content on your platforms in return.
Segmentation and Targeting: It’s essential to segment your list of prospects and tailor your outreach accordingly. This involves:
Identifying websites or blogs that are relevant to your niche.
Targeting sites that have linked to similar content in the past.
Avoiding sites that are unlikely to link back due to competitive reasons or misalignment in content themes.
In addition to these methods, building genuine relationships and networking in your industry was a recurring theme. Gaining trust and rapport can significantly increase the chances of securing backlinks.
So, You Want to See the Synopses?
Since this is more of an explanatory article, I’m only going to include a handful, rather than the full top 10.
Ahrefs: The Skyscraper Technique: How to Build High-Quality Backlinks to Your Content
[bctt tweet=”Synopsis: Ahrefs: The Skyscraper Technique: How to Build High-Quality Backlinks to Your Content” username=”w2scott”]
Synopsis: The article begins by referencing Brian Dean’s introduction of the Skyscraper Technique in 2015, which quickly gained popularity. The technique works by improving upon existing popular content and replicating its backlinks.
Steps to Implement the Skyscraper Technique:
Find Relevant Content With Lots of Backlinks:
Use Ahrefs’ Site Explorer to identify pages with a high number of referring domains.
Use Ahrefs’ Content Explorer to search for content on a broad topic related to your niche.
Use Ahrefs’ Keywords Explorer to identify high KD score keywords and the top-ranking pages for them.
Make it Better:
Improve the content’s length, freshness, design, and depth.
Reach Out to the Right People:
Use email outreach to contact those who have linked to the original content you’ve improved upon. Find these people using Ahrefs’ Site Explorer.
Does the Skyscraper Technique Still Work? While the technique has been oversaturated over the years, many SEOs and marketers still believe in its effectiveness. However, only 18% of SEOs still use it, as per Aira’s Annual State of Link Building report.
Reasons the Skyscraper Technique Might Fail & How to Improve:
Sending Only Brian’s Email Template: Many SEOs used Brian’s original email template verbatim, leading to its overuse and decreased effectiveness.
Not Segmenting Your Prospects: Tailor outreach emails based on the context in which prospects linked to the original content.
Not Reaching Out to Enough People: A link building strategy is a numbers game. Expand the list of link prospects by also considering backlinks from other top-ranking pages on the same topic.
Thinking Bigger Equals Better: Simply increasing the length or number of items in content doesn’t necessarily add value. Curation and quality are key.
Not Considering Brand: Content quality isn’t the only factor; the reputation of the content creator or brand also plays a role.
Final Thoughts: The Skyscraper Technique can be effective if executed correctly. It’s essential to focus on quality, value, and consistent content creation.
Comparison With the Original Article by Backlinko:
Both articles emphasize the importance of improving existing content and reaching out for backlinks.
Ahrefs provides specific tools and methods to find and analyze potential content for the Skyscraper Technique.
Ahrefs highlights the potential pitfalls and oversaturation of the technique, suggesting that its effectiveness might be limited in the current landscape.
The Ahrefs article emphasizes the importance of brand reputation in the success of the Skyscraper Technique, which is not heavily discussed in the original Backlinko article.
Unique or Noteworthy Positions:
The article suggests that the Skyscraper Technique’s popularity might have decreased because SEOs are now focusing more on content than links.
The emphasis on the importance of brand reputation and the potential pitfalls of the Skyscraper Technique provides a more nuanced perspective on its effectiveness.
HubSpot: How to Use the Skyscraper Technique to Drive Traffic
[bctt tweet=”Synopsis: HubSpot: How to Use the Skyscraper Technique to Drive Traffic” username=”w2scott”]
Synopsis: The article discusses the increasing difficulty of capturing audience attention in the current marketing landscape. It introduces the Skyscraper Technique as a solution, detailing its creation by Brian Dean of Backlinko. The technique involves improving existing popular content and then reaching out for backlinks.
What’s the Skyscraper Technique?
It’s a method for turning content into high-quality backlinks.
The process involves researching popular content, creating a better version, and then reaching out to those who linked to the original content.
Reasons for its effectiveness include:
Proven demand for the content topic.
Engaging an already primed audience.
Potential for high search rankings.
How HubSpot Used the Skyscraper Technique:
The author shares a personal experience where they saw a similar article from Fast Company about a freelance hourly rate calculator.
They created a visually appealing infographic on the same topic and promoted it.
The result was over 8,200 shares, 72,000+ page views, and 3,648 new email subscribers.
6-Step Checklist for Using the Skyscraper Technique:
Research and Uncover Opportunities: Use tools like Google Alerts, BuzzSumo, HubSpot’s Keyword App, and Google’s Keyword Planner.
Build a List of Potential Distribution Partners: Start with known contacts and expand using BuzzSumo.
Create Better Content: Consider different content mediums and focus on delivering more value.
Promote to Your Audience: Share on social channels, email lists, and internally.
Reach Out to the Right People: Contact influencers, brands, and bloggers who share related content.
Stay Current: Update content to ensure it remains relevant over time.
Comparison With the Original Article by Backlinko:
Both articles emphasize the importance of improving upon existing content and reaching out for backlinks.
HubSpot provides a personal case study to showcase the effectiveness of the technique.
HubSpot offers a step-by-step checklist, making the process more actionable for readers.
Unique or Noteworthy Positions:
The article emphasizes the importance of staying current and updating content over time.
HubSpot’s personal case study provides a tangible example of the Skyscraper Technique’s success, highlighting the potential benefits when executed correctly.
Content Marketing Institute: Skyscraper Content the Right Way: How to Truly Help Your Readers
[bctt tweet=”Synopsis: Content Marketing Institute: Skyscraper Content the Right Way: How to Truly Help Your Readers” username=”w2scott”]
Synopsis: The article critiques the overuse and misuse of the Skyscraper Technique in content marketing. While acknowledging the original brilliance of the concept, the author argues that many content creators equate the technique with producing longer content, rather than more valuable content.
What Is Skyscraper Content?
It involves finding successful content, reverse-engineering its success, creating a better version, and replicating its distribution strategy.
The author encourages readers to refer to Brian Dean’s post on Backlinko for a good example of the methodology.
What’s Wrong With Skyscraper Content?
Many content creators mistakenly believe that longer content equates to more value.
The focus on length can lead to padding posts with unnecessary information, making it difficult for readers to find valuable insights.
Skyscraper content can become inaccessible if it’s always lengthy and doesn’t consider the reader’s experience.
Google’s algorithm prioritizes content that meets readers’ needs, so skyscraper content that doesn’t prioritize readers may not rank well.
Unoriginal Content:
Skyscraper content can lead to unoriginality, as creators model their content after existing successful pieces.
The challenge is to find a unique angle and add value to the original topic.
Merely adding more words without offering a fresh perspective can make the content redundant.
How to Make Skyscraper Content Work:
Genuine Need: Update content that’s outdated or full of broken links.
Unique Angle: Offer a new perspective or personal account on a familiar topic.
Focus on Value, Not Text: The goal is to create content that’s more valuable, not necessarily longer. For instance, transform a long article into a video or an interactive tool.
Conclusion: While the Skyscraper Technique can be powerful, it’s essential to use it correctly. Content creators should prioritize value over length and ensure they’re genuinely helping their readers. If the content doesn’t add value, it’s better to create something original that delights the audience.
Comparison With the Original Article by Backlinko:
Both articles discuss the Skyscraper Technique’s methodology.
The Content Marketing Institute article critiques the overuse and misuse of the technique, emphasizing the importance of value over length.
The article suggests that many content creators misunderstand the Skyscraper Technique, leading to redundant and unoriginal content.
Unique or Noteworthy Positions:
The article offers a critical perspective on the Skyscraper Technique, highlighting its potential pitfalls.
It emphasizes the importance of originality and value in content creation, rather than merely replicating successful content.
CoSchedule: The Skyscraper Technique: Why You Should Use It
[bctt tweet=”Synopsis: CoSchedule: The Skyscraper Technique: Why You Should Use It” username=”w2scott”]
Synopsis: The article introduces the Skyscraper Technique, a three-step SEO method that involves finding top-performing content, creating better content, and then promoting it to gain backlinks. The author emphasizes that while the technique is rooted in SEO, it’s beneficial for all content marketers, not just SEO experts.
Understanding the Skyscraper Technique:
It’s not exclusively an SEO strategy.
It’s not a license to steal or replicate someone else’s content without adding value.
How to Use the Skyscraper Technique:
Find Top-Performing Content:
Use tools like BuzzSumo to identify popular content based on keywords.
Analyze the top content to understand its themes, content length, number of images, and overall quality.
Use tools like the Moz Toolbar to gather backlink information and understand the authority of the content.
Create Better Content Than Current Top Performers:
Make content longer and more in-depth.
Incorporate rich content like images, videos, and infographics.
Delve deeper into the topic to provide more value.
Think strategically about SEO and keyword usage.
Get People to Link to Your Content:
While promoting with social media marketing is a start, the key is to earn backlinks by producing superior content.
The focus should be on generating better content ideas and improving content quality.
Conclusion: The Skyscraper Technique provides insights into what content is performing well and what’s being shared the most. It’s a valuable method for generating new content ideas and improving content marketing strategies. The ultimate goal isn’t to replicate but to innovate and produce better content.
Comparison With the Original Article by Backlinko:
Both articles describe the Skyscraper Technique’s methodology.
CoSchedule emphasizes the technique’s applicability beyond just SEO experts and highlights its broader benefits for content marketing.
The article provides specific tools and methods to implement the technique effectively.
Unique or Noteworthy Positions:
The article stresses that the Skyscraper Technique is not just for SEO experts but is a valuable strategy for all content marketers.
It underscores the importance of adding value and not merely replicating existing content.
Semrush: What Is the Skyscraper Technique?
[bctt tweet=”Synopsis: Semrush: What Is the Skyscraper Technique?” username=”w2scott”]
Synopsis: Semrush provides a comprehensive guide on the Skyscraper Technique, emphasizing its role in SEO link building. The article breaks down the technique’s definition, its benefits for SEO, and a step-by-step guide on its execution. It also discusses the importance of skyscraper content and the factors that make it stand out.
Key Points:
Definition of the Skyscraper Technique: A method that involves identifying competitive content with many backlinks, improving it, and then encouraging sites to link to the superior content.
Skyscraper Content: Content crafted as part of the Skyscraper Technique, designed to be a superior version of a widely linked resource. It should be more comprehensive, up-to-date, credible, and presented effectively.
Benefits of the Skyscraper Technique for SEO:
Inheriting links that previously pointed to competitors.
Earning backlinks on pages with established traffic and authority.
Encouraging the creation of quality content.
Scalability.
Implementation Steps:
Find Competitive Content: Identify content types suitable for the Skyscraper Technique, such as how-to guides, comparison guides, listicles, and more.
Analyze Competitors’ Content: Use tools like Semrush’s Backlink Analytics to find competitors’ most linked pages.
Review Backlink Opportunities: Determine the potential and value of inheriting specific backlinks.
Create Skyscraper Content: Outdo the competition by being more comprehensive, adding unique insights, improving user experience, establishing credibility, and incorporating images and videos.
Optimize Content for Search: Ensure the content is optimized for relevant keywords and follows on-page SEO techniques.
Conduct Email Outreach: Identify link building prospects and send personalized pitches to encourage them to link to your content.
Conclusion: The Skyscraper Technique is a targeted approach to link building that can yield significant SEO benefits when executed correctly.
Unique or Noteworthy Positions:
Semrush provides a detailed breakdown of the types of content suitable for the Skyscraper Technique, offering clarity on content selection.
The article introduces tools and resources available within the Semrush platform, guiding readers on how to optimize their skyscraper content and conduct effective outreach.
It emphasizes the importance of personalizing email outreach and provides a sample skyscraper email pitch to inspire readers.
Brian Dean Didn’t Have Today’s Software
Yes, machine learning and natural language processing are making the collection and production of website content more approachable. Data analysis is also helping with optimization. With tools like SurferSEO, Frase, and others, you can ensure your content isn’t just longer and more comprehensive, but also better optimized.
Link builders know that one of the best ways to get new links is for your site to be the answer to what people are searching for.
There is an explosion in data exploration products for on-site optimization. The challenge isn’t finding one — it’s limiting yourself to just one.
[bctt tweet=”There is an explosion in data exploration products for on-site optimization. The challenge isn’t finding one — it’s limiting yourself to just one.” username=”w2scott”]
No lie, I currently actively use at least five machine learning-enabled SaaS products.
Concluding Thoughts: No, It’s Not Data Science
Hopefully, you see how incredibly powerful this technique can be.
Like many users of AI content — consistent with human nature, you may be tempted to take shortcuts.
SEO tactics, when abused, lose effectiveness. So, please don’t abuse this.
The SEO Skyscraper Technique with ChatGPT Data Mining will be most useful when a human, knowledgeable in the topic, is making a good AI Sandwich. If you copy and paste and perfunctorily add the non-AI bits, you won’t be adding value to the internet and will eventually see any rankings you did gain disappear.
Something noteworthy in this example is that I’m seeing more sites that aren’t accessible to ChatGPT. I wonder if this is due to those webmasters blocking the OpenAI crawler.
[bctt tweet=”I’m seeing more sites that aren’t accessible to ChatGPT. I wonder if this is due to those webmasters blocking the OpenAI crawler.” username=”w2scott”]
Also, ChatGPT has some words that show up again and again. You should be on the lookout for these so you can edit them where appropriate. “Delve” and “boost,” particularly in the context of SEO, come up again and again.
You’ll notice I tend to be polite when I’m making requests of ChatGPT. This is for two reasons. First, I’m generally a polite person. Politeness counts. Second, when the robots take over, I want every advantage I can get. I would rather they see me as a collaborator 🙂
Finally, as the list of articles to analyze gets longer, you may need to prompt ChatGPT to “continue.”
If you’ve already been using this technique, please hit me up on Twitter and show me some examples, @w2scott.
If you’re just getting started, I hope you find it as useful as I have.
[bctt tweet=”SEO Skyscraper Method + ChatGPT Data Mining = Winning the SERP” username=”searchinfluence”]
In the past few months, artificial intelligence (AI) has transformed the way marketers think about search engine optimization (SEO).
From content creation and optimization to keyword research and link building, AI’s many use cases can benefit any SEO strategy — yours included.
These tools can be a boon for SEO. We must exercise care, however, to assure we’re presenting accurate information. The output of AI tools is not true “subject matter expertise,” but instead a statistical reckoning of what word comes next.
The age of AI-powered advertising is here, and it’s here to stay.
Today, 64% of marketing businesses have already adopted AI tools into their strategy, with that number on the rise as more YouTube tutorials, crash-course articles, and emerging tools pitch new, game-changing use cases by the minute.
Among its impressive list of functions, however, AI might just take the cake in conquering the art and science of the one thing digital marketers swear by most: search engine optimization.
In this post, we’ll look at some of the most revolutionary ways you can use AI to enhance your SEO strategy and rank higher in the search results — all in half the time and effort you’re spending now.
So, What Exactly Is AI SEO?
AI-based SEO involves the usage of artificial intelligence tools to help improve a website’s organic performance in search results.
Trained on massive data sets, these Large Language Model (LLM) AI tools can support your SEO strategy by analyzing your website, offering insight into not only what you should improve but how you can improve it, and then doing most — if not all — of the recommended work for you.
It’s no secret that SEO can be complex, and the effort it takes to see impactful results can bog down even the most seasoned strategists. But now, apps like ChatGPT are automating the nitty-gritty tasks that go into climbing search rankings, like keyword research, on-page content optimizations, and metadata generation.
Between the headache spared from hours spent in Google Search Console to the writer’s block solution to crafting compelling page titles, the pros of using AI for SEO are unlike anything the industry has seen before, and they’ve only just begun.
The Benefits of Using AI for SEO
The power of AI technology is hitting certain industries the hardest, with online marketing and search engine optimization being at the top of the list.
What does this mean for you?
Hopping on the AI train doesn’t mean caving to the bandwagon. It means adapting to what will eventually become an industry standard and staying competitive at the same time.
You may be left behind if you fail to embrace this sweeping change. But the good news is it comes with a laundry list of benefits, with some including:
Increased efficiency: AI can automate much of the time-consuming work involved in SEO, freeing up your team to focus on more strategic tasks.
Improved accuracy: Machine learning can analyze large amounts of data and identify trends on your site that would be difficult for humans to find. This ability can help you make more informed decisions about how to improve your website’s SEO.
Caveat: When it doesn’t know the real answer, ChatGPT and other LLM-trained AI tools can “hallucinate,” making up very convincing-sounding wrong answers. So, be sure to verify any “facts.”
Enhanced personalization: AI can be used to personalize the user experience on a website, which can lead to increased engagement and conversions.
It’s important to keep in mind that, although AI can act as a plus-one to your team, it can never replace the level of quality assurance that comes with the human touch. Today, there’s still a need for strategists and creatives to prompt the machine and edit the output to make sure it’s accurate and reflects your values, voice, and tone.
This idea of the human prompt – AI output – human edit is referred to as the AI Sandwich.
AI can significantly improve and streamline your efforts, especially if you do your homework to find the proper tool and use it the right way.
How to Choose an AI SEO Tool
Once ChatGPT broke waves and grabbed the world by storm in November 2022, countless tech companies started the race to create the perfect platform that wins the busy marketer’s time and dollar.
With the sea of options currently available (and more to come), there’s a good chance you’ll find that the hunt for the right AI SEO tool isn’t so cut-and-dry. Some platforms will have overlapping capabilities, others will have exclusive features, and all will claim to be the best of their kind.
Just because the market is highly saturated, however, doesn’t mean you’re bound to a continuous cycle of trial and error until you get it right. Before you invest any significant budget, time, or trust into an AI SEO tool, you’ll want to consider:
The features and functionality of the tool
The price of the tool and the required length of subscription
The reputation of the company that developed the tool
The reviews of other users and industry leaders
Many businesses and marketers may opt to take the free route, turning to ChatGPT’s basic version to satisfy their SEO needs. Although the conversational chatbot may be a relatively safe starter bet, accessing its latest, most powerful language model, GPT-4, comes with a monthly subscription fee of $20.
Most other quality platforms, like Jasper and Frase, will also require dishing out some dollars. As with any tool, the cost is quickly justifiable if they save you time and money.
Keep in mind that not all AI tools are created equal. Some will have significant limitations or steep prices, so be sure to remain critical while testing your options and only settle once you’ve verified your choice(s) work with your SEO game plan.
How to Use AI to Step Up Your SEO Game
After choosing an AI SEO tool, it’s time to put your platform to work and usher in the results you’re looking for.
Write and optimize your content with ease
Writing winning content and giving it a longer shelf life just got a whole lot easier with a little help from AI and machine learning.
Enter your topic, keywords, URL, and just about any other instruction into an AI-powered content creator tool, and you’ll get an optimized output at lightning speed that’s as competitive as it is time-efficient.
And, if you’re just trying to find your muse, you can ask ChatGPT to recommend titles, headlines, and even outlines to get your started.
Find the right keywords
In the land of search engine optimization, your keywords are one of your biggest allies. But if you don’t have an experienced SEO company aiding your strategy, determining the right targeted searches can feel like a losing battle.
Your saving grace? A list of keyword ideas, segmented by search intent, sorted by difficulty, and fueled by search ranking success — all AI-generated with just a few keystrokes.
And, ChatGPT can even put them in a nicely organized table for you.
Build your links up
66.31% of pages on the Internet have no backlinks. If you’re in that number of sites with no links pointing back to you, you’re missing out on valuable opportunities to build your authority in the eyes of Google and benefit your SEO.
Fortunately, ChatGPT and its machine-learning friends can help you with link building by:
Analyzing the topical focus of your current content
Composing a list of on-topic sites you might reach out to
Generating a great email to the webmaster to make a connection
What Are the Risks of AI for SEO and Business?
A chainsaw is a great tool if you need to chop down a tree. If you find yourself trapped in a shed in the countryside, perhaps not so much.
We are already seeing AI-generated content farms clogging up the pipes of the internet in ways human content never could. And many companies are starting to think of all the ways they can use AI to cut costs.
Dropbox recently announced significant layoffs, citing AI as both an opportunity and a threat for competitive impact.
ChatGPT and the other tools spawned by use of the OpenAI API are only a few months old, and there’s now ways to predict their ultimate impact. If you’re concerned your content or the content you’re getting from contractors are going to trip up that AI filter (not a real thing, by the way), there are tools to help you check the likelihood of AI. Beware, of course, because false-positives happen, so you don’t want to base hiring, firing, or disciplinary decisions on their output.
At Search Influence, we’re cautiously embracing the opportunity to enhance our existing processes. We are reluctant, however, to go all in given the potential risks.
Search Influence in New Orleans: SEO-Proficient, AI-Curious
When used with care, artificial intelligence has the potential to improve SEO outcomes. It seems everyone from small startups to tech giants are turning to this new way of bringing in business.
As Uncle Ben says in Spiderman, “With great power comes great responsibility.”
As a New Orleans digital marketing agency, Search Influence embraces what the future of AI holds. We’re using it to get results for our clients across industries. Whether it’s to inform our keyword mappings or help optimize our blog posts, we believe in the power of AI-based SEO and doing our part to welcome this new era of advertising — the right way.
Curious about where AI SEO will find its place in your marketing strategy? Let’s start talking about it together.
AI is analyzing medical images, optimizing energy grids, personalizing education, and driving cars. It is also moving quickly into SEO. ChatGPT is the most newsworthy of these tools, but there are many more..
ChatGPT can render programming code, such as PHP code to write the html for an ascii cat face.
AI can be used for good, but it can also be used for evil. Cybersecurity researchers are already finding instances of bad actors posting functional malware code to cybercrime forums.
ChatGPT and other AI-enabled tools shine in examples like the code above, where they’re either completely doing the work of humans or significantly shortcutting the process.
For prototyping, confirming assumptions, and initial fact checking ChatGPT, as an AI writing tool, works well – though a manual review is still advised.
There are also a number of established AI writing tools such as Jasper, Writer, and QuillBot.
Additionally, there are an equal number of AI image-generation tools, such as Dall-E, Midjourney, and Stable Diffusion.
AI tools being used for SEO: ChatGPT, Jasper, and other OpenAI-based tools can be useful in the process of building content.
However, there are concerns that the use of AI tools will lead to content being deemed “unhelpful”. Search Quality Raters are human beings who review Google search results and give feedback on the quality of the results, and they are looking for signals such as Expertise, Authority, and Trust.
In order to support the quality guidelines and their human raters, the best use of AI tools may be an “AI sandwich” where humans write prompts, AI does its thing, and then humans edit and fact check.
However, if we want to produce helpful, trustworthy content, the output of the AI content generation tools will need to be like parts on the shelf that together make the whole.
We are about to see an explosion in AI-generated content, and legitimate content creators will use it to create better content, develop great ideas, and serve their organizations and clients more effectively.
As an old-school SEO, ChatGPT and its peers are a great opportunity for testing and tuning.
As a client-serving marketing organization, we are excited about the ways in which these tools and those still to come will help us produce better, more engaging content.
However, we may see things get worse before they get better.
