Generative AI has taken the technology world by storm, and companies are considering how to take advantage of this technology. Since the introduction of ChatGPT, the technology industry has been excited about its potential impact, especially in content-heavy industries like marketing and advertising.
On a pilot website, OpenAI was used to improve SEO rankings on Google, which had positive results across the board. In less than a year, the site's organic traffic went from zero to approximately 3500 visitors per month, the domain rating increased by over 40%, and backlinks increased by over 500%.
Increase in organic traffic
Organic website traffic saw a sharp increase after OpenAI was used in March 2022.
Mastery rating increased more than 40%
Given the improvement in SEO ranking, the domain's rating saw an increase of over 40%.
Increase in backlinks by more than 500
All screenshots are from June 23, 2023.
Through blog posts optimized for ChatGPT-generated keywords, they focused on keywords that rank high in many of the target phrases. It also aligns with many other blogs by increasing keywords from 300 to over 7000, which caused clicks on the website to go from 100 to 4000 per month.
Below are some practices applicable to any company to use information technology. Artificial Intelligence generative to optimize the marketing strategy.
Train AI to find optimal keywords
Before asking ChatGPT to generate a complete strategy document from scratch, you need to start with the basics. The first thing is to identify the objectives and let them generate the process report. For example, asking ChatGPT for the words most common key related with a specific industry, and then go deeper from there by asking for alternative phrases and options.
You can start with the question:
- What are the most common SEO keywords related to the electric vehicle charging industry?
This provided a list of 20 phrases such as “EV charger,” “EV charging station,” “Level 2 charger,” and “home EV chargers.” AI isn't perfect: ChatGPT recommended keywords associated with home EV chargers when our SEO needs to focus on commercial EV chargers.
Once the most relevant keywords have been decided, ChatGPT is asked to organize the list into commercial, transactional and informational words. These categories will be crucial for smart prompts that will be used later to create specific content for various areas of the website.
The same keyword search should also be performed to develop knowledge from OpenAI about the company. It is complemented by providing the AI tool with additional information, such as the standard text of the latest press releases, the “About” section of the website, the company's social media profiles or any other digital assets available.
There's no need to reinvent the wheel, so use content you've already worked on to help generate better keywords, recommendations, and ultimately a marketing strategy.
As we feed the AI system with more information, the formulated results improve and so do the recommendations. Keep in mind that AI consists of training data, so, as progress is made, the responses shared will become more and more accurate. The more data that is provided to the AI tool, the better it will understand the company and the industry.
Use specific categories to create marketing content
After using AI to highlight website and industry target keywords, a guaranteed SEO strategy can be developed to help secure a top spot in search results.
One of the best use cases for ChatGPT is for content generation, such as blog ideas, titles, and website writing. All this interaction must be maintained in the same ChatGPT thread in which it started, since this is where the AI system has been trained. Here's a prompt you can use to make this work when interacting with ChatGPT:
- Using all of the above information, create a marketing strategy that includes a six-month plan, keywords to target, several blog topics, and best practices.
While this example is quite broad, it is possible to drill down further into key areas using the specific SEO word categories created in the previous section. For example:
- Brainstorm 10 informational blog post ideas to improve SEO rankings for informational keywords.
We use AI to generate over 100 blog titles which are then used to formulate entire blogs. Of course, you can adjust the content shared by OpenAI, but using the generated content as a starting point to work from. This allows you to generate blog posts at a much faster rate and optimize the words target key when necessary.
As you can see from the data below, each of the target keywords has a URL link in the form of a blog post to generate traffic and improve SEO ranking.
A list of AI-generated target keywords.
This tool is especially useful when writing metadata descriptions for products. First, all available information about the specific product, such as fact sheets, data, or perhaps a pre-written website description, is shared with ChatGPT. Then the following request is made:
Write a metadata description (160 characters) for the product (using the product name) and incorporate SEO business keywords from those previously shared.
Generating content using AI is a starting point. You still have to evaluate its quality, determine where it fits best, and modify it as necessary. But if you follow this process, you end up with a working strategy that can drive your marketing goals.
Smarter messages mean better content
The importance of writing instructions properly is quickly discovered. For example, you can see the difference between these two indications:
- Write a post about the best wineries in California.
- Write a blog post about the importance of family-owned wineries in California and the unique experience customers get when they choose small businesses.
The more context and style ChatGPT has, the more likely you are to get something that aligns with the company's message.
Each objective will generate a different message, so consider the audience that will read it and where it will be shared. Colony Spark Founder and Chief Strategist Bill Murphy shared a list of 190+ ChatGPT messages for specialists in marketing separated into categories according to the final objective.
If the goal is to improve SEO ranking, suggestions such as:
- Generates unique title tags, up to 60 characters, for the following text. They must be descriptive and include the term in them.
- Generates a meta description of a maximum of , for a web page on .
- Rephrase the following email while maintaining its meaning so that it sounds fun but professional at the same time.
AI has no intuition, so you literally have to spell out what you want: How many characters should the content be? What is the best length for a metadata description or what tone of voice is most commonly read in a blog post? While these example messages share inspiration on how to leverage the tool, the possibilities are endless if you know how to craft a strong message.
Audit the website and address current SEO improvements
Quality lead generation comes from having a solid site optimized for search. If the website is already up and running but rewriting the text is not an option, you need to start by understanding the SEO problems that exist.
Asking OpenAI to analyze the company's website will help identify basic issues such as page speed and mobile optimization. Some quick examples to help you get started are:
- Perform an audit of the following website to detect SEO problems.
- What SEO problems does this site have?
Information that may appear could include missing title tags, incomplete meta descriptions, improper use of header tags, missing internal links, display not optimized for mobile use, or slow page loading speed. Each factor influences page ranking in a search engine. From there, you can go back to the previous section and find a clever message to address the issues head-on.
There is other marketing research that should not be overlooked either. If the company is very technical or not as well-known, these are likely barriers to potential customers. ChatGPT can be used to solve common problems with the product or industry and find out questions from potential customers. Addressing this now means marketing is personalized, targeted, and users are more likely to convert. You can also use this to help create an FAQ section on your website. Some quick examples include:
- What are common questions people have about my product?
- What are the most common complaints about my industry?
Adopt the new tool
Generative AI doesn't replace anyone, but it is a powerful tool that allows the team to spend more time on the things that really add value. To make it work in the enterprise, you must evaluate your infrastructure to see where AI can fill the gaps that exist.
Some possible questions to start with are: Who is the best person to work with AI? Who is in charge of editing and approving the generated text? Who oversees SEO ranking once it is implemented?
A line of training and courses accessible to the entire team is required and spend time online, in search engines, social networks, etc. to see how others also use the new possibilities. Other AI programs can be incorporated to complement the work, such as Scalenut, Jasper, FullStory, PlayHT and Growth Channel. These steps will make the transition much easier and ensure that you are optimizing your AI-generated marketing strategy to its full potential.
