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AI for SEO and Content Marketing: A Friend, Not a Foe (for Now, at Least)



AI for SEO and Content Marketing: A Friend, Not a Foe (for Now, at Least)

The author’s views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

Artificial Intelligence is nothing new. It has been running behind the scenes of many marketing tools for several years now.

But the key here is that it was running behind the scenes. We didn’t see it in action, and if it was making some of our tools smarter, we were not really paying much attention.

Later last year everything suddenly changed, with the launch of ChatGPT, which is able to complete all kinds of writing tasks instantly, including full articles and even code.

Now anyone can login and talk to the tool for hours, challenging it with all sorts of prompts and marveling at its ability to understand any task and complete it promptly. There came an endless flurry of articles sharing screenshots of amazing stuff the tool was capable of.

And while it is fun to play with, the rise of ChatGPT was a phenomenon that raised quite a few scary questions:

  • Is it threatening any human professions? And how fast?

  • Is it going to kill human content and overwhelm the web with AI-generated articles?

  • Will people soon stop using search engines to find answers to their questions?

  • Where is it all going?

While I am very bad at making bold predictions and therefore am reluctant to give definitive answers to any of those questions, I am highly confident that:

  • AI technology will change the way we are doing just about everything (and this is not limited to the SEO industry or any other marketing-related discipline).

  • It will change the way people go about looking for (and finding) answers. But it won’t kill human-created content — if COVID-19 taught us anything, it’s that no technology will ever be able to replace human interactions. We strive for personal touches, personal styles, personal experiences, etc.

  • It is not leaving, and we are at the very birth of this new AI-driven world. There’s no going back. And to be honest, I think we are the luckiest generation to have witnessed both the birth of the Internet and the birth of AI.

With that all in mind, we basically have two choices now:

  • Ignore AI for as long as we can (I am sure there are still people who reject the Internet, and they are probably happy).

  • Start using AI now, and ride this wave as informed as we can. With every change, there’s an opportunity, and the only way to grasp it is to be in the midst of that change.

Now, there are endless ways to use AI for all kinds of tasks, but I am a marketer and an SEO, so this article will list the ways you can benefit from it for blogging, social media, and SEO tasks.

19+ ways you can use AI for content creation & optimization

Going back to one of the most popular questions people are asking: Will AI-driven content replace human-written content?

I know there are lots of deniers out there saying that AI will never replace humans for writing content. The truth is, it is already happening to some extent. AI can write better essays than college students. It’s better content than the average content that is being published online.

Why wouldn’t Google want that, even if it is detectable? If it’s well-written and provides useful answers, Google will likely rank it, regardless of how it is created.

Google has been trying to become an answer engine for years, and AI technology is likely what will finally help them succeed. AI can already write, summarize and find answers better than most bloggers and faster than any of us.

And yet, good content is much more than good writing and correct answers. Good content does one or more of the following:

  • It expresses a personal opinion. People seek critique, feedback, and sarcasm when reading anything.

  • It reflects expertise on the topic that is based on in-depth education and years of experience.

AI technology can only repurpose other people’s content. It cannot do anything of the above. So if your content strategy was mostly about repurposing, it will sadly be impacted by AI, in a negative way.

And yet AI can turn quite useful for content creation tasks, including:

  1. Content summaries and meta descriptions

  2. Article intros and conclusions

  3. Article takeaways and outline

  4. Product descriptions strictly based on existing specifications (avoid any fluff content)

  5. FAQ sections and pages (based on your existing articles or a keyword you are planning to target)

  6. Press releases to distribute

  7. Podcast or video scripts

  8. YouTube video descriptions (or YouTube video summaries to use on your site for accessibility)

  9. Ideas (blind spots) to include in your existing articles (“What is my article missing?”)

  10. Missing steps or angles in your content or research

  11. More sources to cite as further reading, etc.

  12. Your About page and/or bio to use on social media profiles (prompt ChatGPT to be creative/funny/etc.)

  13. Keywords you are missing (and/or ask it to organize your existing keywords by search intent)

  14. Subheadings to break your content into more sections and subsections to improve readability

  15. On-page “jump to” links (Ask the tool to provide HTML code for those or even generate an on-page table of contents)

  16. Title suggestions to make it easier for you to create one

  17. Image anchor text for your whole article/page

  18. Not strictly SEO related, but you can ask it to create unique tweets, Facebook updates, and Instagram captions to promote your content

  19. Definitions for any term you mention (to optimize for featured snippets).

To get the best possible definition from ChatGPT, by the way, it’s a good idea to specify your target audience or its level of familiarity with the topic at hand, in the query. For example, you can prompt it to explain SEO to someone who hears this term for the first time:

And yes, you can give it images to describe. This is useful for both SEO and accessibility:

AI for SEO and Content Marketing A Friend Not a

All of these ideas will improve your content creation productivity and quality. You can also use tools and extensions to find even more ways to use ChatGPT for SEO and content.

ChatGPT is not the only AI-driven tool that can be used for content creation. There are more tools that are worth checking out.

Narrato uses AI technology to help teams collaborate on creating content. With Narrato, you can use AI to generate content topics, create SEO briefs, assign tasks to writers, and have your content optimized and proofread.

1680848797 148 AI for SEO and Content Marketing A Friend Not a

Text Optimizer combines AI technology with semantic analysis, allowing you to create intent-optimized summaries for your articles:

1680848798 196 AI for SEO and Content Marketing A Friend Not a

AI technology and creativity

Linkbait and viral marketing are integral parts of any SEO strategy because they drive link equity and brand awareness (both are probably the most powerful ranking signals).

There’s one problem with both: You are limited to your imagination. Yes, you can ask for input from your team and customers, and you can copy your competitors. But all of those methods require quite some time and effort.

AI can make linkbait brainstorming a breeze. It can also considerably cut costs on creating linkable assets.

Start by using ChatGPT for linkable asset ideation. A few ideas of prompts:

  • Come up with viral quiz ideas on …

  • If a site is selling …, which infographics should it create to generate links from bloggers and journalists

  • Generate linkable content ideas for a site that sells …

  • If you were a blogger writing on…, what would you eagerly link to?

  • What are some viral content ideas for … topic?

Make sure to experiment with your prompts. Not all AI ideas will be useful or usable, but you are bound to find quite a few that will get you inspired:

1680848799 434 AI for SEO and Content Marketing A Friend Not a

The golden rule of using AI is: The result is only as good as your prompt. You can get great output if you come up with a great prompt. So don’t stop iterating!

In this sense, AI requires creativity and hard work for it to operate to its best potential. AI-powered SEO is, therefore, still dependent on human effort and input, just like traditional SEO: It is not just about bigger budgets. In fact, in SEO creativity and expertise can easily win over huge budgets, and AI is not going to change that.

Likewise, you can ask it to create email copy for your journalist/blogger outreach.

ChatGPT can be incredibly creative. If you don’t believe me, check out this woman who asked the tool to write a letter to her child explaining that Santa wasn’t real. The result is unbelievably touching, and it is actually hard to believe it was generated by a machine:

1680848799 45 AI for SEO and Content Marketing A Friend Not a

Again, ChatGPT is hardly the only AI tool you can use. There are many others that can help you to generate visual assets for your content promotion strategies.

Photoleap offers a great AI image generation tool that will leave you speechless. Challenge the tool with the most ridiculous image description, and watch create an image for you within seconds:

1680848801 457 AI for SEO and Content Marketing A Friend Not a

Photoleap has AI integrated into its phone app, allowing you to create professional images without investing much money or effort. is another tool that uses AI to make multimedia content easier. Simply provide your URL and it will generate a video in minutes. The result is pretty basic, but you can use it to generate video summaries and social media videos. If you upgrade, you gain access to a more advanced editor to create even better videos. But those will take more time.

1680848802 901 AI for SEO and Content Marketing A Friend Not a

For more ideas on how AI can help with creating unique images and videos, check out how Roger explores the world of generative AI imagery.

Thinking like a machine

Finally, as SEOs and content marketers, we need to get a better understanding of how AI mind works. There’s a lot of reading on that, but as a believer in tools, I suggest playing this game.

It lets you guess a daily word by associations: Start with any word and it will rate it based on how well it is associated with the word. You’ll find that the human brain works differently: Finding synonyms won’t work here… Here’s how I went from “earn” (my initial word) to “calculator”:

1680848802 647 AI for SEO and Content Marketing A Friend Not a

It is actually a lot of fun and helps you better understand the technology.

There’s also a great blog tracking AI development, new projects, and opportunities.


AI can do much more for your digital marketing strategy than I was able to list in this article. It can drive your customer support strategy (with technology like chatbots and IVR), it can help with brand identity creation (name, logo, etc.), it can scale your PPC strategy (helping you save time and money), and it can enhance your marketing monitoring tactics. And these are just some options that are easy and fun. I am not even going into advanced analysis, analytics, and targeting opportunities here.

Yes, things will change and they will change quickly, especially as search engines start actively integrating conversation features to quickly answer users’ queries (often without attributing any sources). But it’s not like we are going to be able to prevent those changes from happening by ignoring AI technology or denying its impact on everything we are doing.

From the not-so-long history of SEO, we know that SEO thrives when new technology emerges. We tend to find opportunities every time the industry seems to be doomed, and we will continue doing that.

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How to Increase Survey Completion Rate With 5 Top Tips



How to Increase Survey Completion Rate With 5 Top Tips

Collecting high-quality data is crucial to making strategic observations about your customers. Researchers have to consider the best ways to design their surveys and then how to increase survey completion, because it makes the data more reliable.

→ Free Download: 5 Customer Survey Templates [Access Now]

I’m going to explain how survey completion plays into the reliability of data. Then, we’ll get into how to calculate your survey completion rate versus the number of questions you ask. Finally, I’ll offer some tips to help you increase survey completion rates.

My goal is to make your data-driven decisions more accurate and effective. And just for fun, I’ll use cats in the examples because mine won’t stop walking across my keyboard.

Why Measure Survey Completion

Let’s set the scene: We’re inside a laboratory with a group of cat researchers. They’re wearing little white coats and goggles — and they desperately want to know what other cats think of various fish.

They’ve written up a 10-question survey and invited 100 cats from all socioeconomic rungs — rough and hungry alley cats all the way up to the ones that thrice daily enjoy their Fancy Feast from a crystal dish.

Now, survey completion rates are measured with two metrics: response rate and completion rate. Combining those metrics determines what percentage, out of all 100 cats, finished the entire survey. If all 100 give their full report on how delicious fish is, you’d achieve 100% survey completion and know that your information is as accurate as possible.

But the truth is, nobody achieves 100% survey completion, not even golden retrievers.

With this in mind, here’s how it plays out:

  • Let’s say 10 cats never show up for the survey because they were sleeping.
  • Of the 90 cats that started the survey, only 25 got through a few questions. Then, they wandered off to knock over drinks.
  • Thus, 90 cats gave some level of response, and 65 completed the survey (90 – 25 = 65).
  • Unfortunately, those 25 cats who only partially completed the survey had important opinions — they like salmon way more than any other fish.

The cat researchers achieved 72% survey completion (65 divided by 90), but their survey will not reflect the 25% of cats — a full quarter! — that vastly prefer salmon. (The other 65 cats had no statistically significant preference, by the way. They just wanted to eat whatever fish they saw.)

Now, the Kitty Committee reviews the research and decides, well, if they like any old fish they see, then offer the least expensive ones so they get the highest profit margin.

CatCorp, their competitors, ran the same survey; however, they offered all 100 participants their own glass of water to knock over — with a fish inside, even!

Only 10 of their 100 cats started, but did not finish the survey. And the same 10 lazy cats from the other survey didn’t show up to this one, either.

So, there were 90 respondents and 80 completed surveys. CatCorp achieved an 88% completion rate (80 divided by 90), which recorded that most cats don’t care, but some really want salmon. CatCorp made salmon available and enjoyed higher profits than the Kitty Committee.

So you see, the higher your survey completion rates, the more reliable your data is. From there, you can make solid, data-driven decisions that are more accurate and effective. That’s the goal.

We measure the completion rates to be able to say, “Here’s how sure we can feel that this information is accurate.”

And if there’s a Maine Coon tycoon looking to invest, will they be more likely to do business with a cat food company whose decision-making metrics are 72% accurate or 88%? I suppose it could depend on who’s serving salmon.

While math was not my strongest subject in school, I had the great opportunity to take several college-level research and statistics classes, and the software we used did the math for us. That’s why I used 100 cats — to keep the math easy so we could focus on the importance of building reliable data.

Now, we’re going to talk equations and use more realistic numbers. Here’s the formula:

Completion rate equals the # of completed surveys divided by the # of survey respondents.

So, we need to take the number of completed surveys and divide that by the number of people who responded to at least one of your survey questions. Even just one question answered qualifies them as a respondent (versus nonrespondent, i.e., the 10 lazy cats who never show up).

Now, you’re running an email survey for, let’s say, Patton Avenue Pet Company. We’ll guess that the email list has 5,000 unique addresses to contact. You send out your survey to all of them.

Your analytics data reports that 3,000 people responded to one or more of your survey questions. Then, 1,200 of those respondents actually completed the entire survey.

3,000/5000 = 0.6 = 60% — that’s your pool of survey respondents who answered at least one question. That sounds pretty good! But some of them didn’t finish the survey. You need to know the percentage of people who completed the entire survey. So here we go:

Completion rate equals the # of completed surveys divided by the # of survey respondents.

Completion rate = (1,200/3,000) = 0.40 = 40%

Voila, 40% of your respondents did the entire survey.

Response Rate vs. Completion Rate

Okay, so we know why the completion rate matters and how we find the right number. But did you also hear the term response rate? They are completely different figures based on separate equations, and I’ll show them side by side to highlight the differences.

  • Completion Rate = # of Completed Surveys divided by # of Respondents
  • Response Rate = # of Respondents divided by Total # of surveys sent out

Here are examples using the same numbers from above:

Completion Rate = (1200/3,000) = 0.40 = 40%

Response Rate = (3,000/5000) = 0.60 = 60%

So, they are different figures that describe different things:

  • Completion rate: The percentage of your respondents that completed the entire survey. As a result, it indicates how sure we are that the information we have is accurate.
  • Response rate: The percentage of people who responded in any way to our survey questions.

The follow-up question is: How can we make this number as high as possible in order to be closer to a truer and more complete data set from the population we surveyed?

There’s more to learn about response rates and how to bump them up as high as you can, but we’re going to keep trucking with completion rates!

What’s a good survey completion rate?

That is a heavily loaded question. People in our industry have to say, “It depends,” far more than anybody wants to hear it, but it depends. Sorry about that.

There are lots of factors at play, such as what kind of survey you’re doing, what industry you’re doing it in, if it’s an internal or external survey, the population or sample size, the confidence level you’d like to hit, the margin of error you’re willing to accept, etc.

But you can’t really get a high completion rate unless you increase response rates first.

So instead of focusing on what’s a good completion rate, I think it’s more important to understand what makes a good response rate. Aim high enough, and survey completions should follow.

I checked in with the Qualtrics community and found this discussion about survey response rates:

“Just wondering what are the average response rates we see for online B2B CX surveys? […]

Current response rates: 6%–8%… We are looking at boosting the response rates but would first like to understand what is the average.”

The best answer came from a government service provider that works with businesses. The poster notes that their service is free to use, so they get very high response rates.

“I would say around 30–40% response rates to transactional surveys,” they write. “Our annual pulse survey usually sits closer to 12%. I think the type of survey and how long it has been since you rendered services is a huge factor.”

Since this conversation, “Delighted” (the Qualtrics blog) reported some fresher data:

survey completion rate vs number of questions new data, qualtrics data

Image Source

The takeaway here is that response rates vary widely depending on the channel you use to reach respondents. On the upper end, the Qualtrics blog reports that customers had 85% response rates for employee email NPS surveys and 33% for email NPS surveys.

A good response rate, the blog writes, “ranges between 5% and 30%. An excellent response rate is 50% or higher.”

This echoes reports from Customer Thermometer, which marks a response rate of 50% or higher as excellent. Response rates between 5%-30% are much more typical, the report notes. High response rates are driven by a strong motivation to complete the survey or a personal relationship between the brand and the customer.

If your business does little person-to-person contact, you’re out of luck. Customer Thermometer says you should expect responses on the lower end of the scale. The same goes for surveys distributed from unknown senders, which typically yield the lowest level of responses.

According to SurveyMonkey, surveys where the sender has no prior relationship have response rates of 20% to 30% on the high end.

Whatever numbers you do get, keep making those efforts to bring response rates up. That way, you have a better chance of increasing your survey completion rate. How, you ask?

Tips to Increase Survey Completion

If you want to boost survey completions among your customers, try the following tips.

1. Keep your survey brief.

We shouldn’t cram lots of questions into one survey, even if it’s tempting. Sure, it’d be nice to have more data points, but random people will probably not hunker down for 100 questions when we catch them during their half-hour lunch break.

Keep it short. Pare it down in any way you can.

Survey completion rate versus number of questions is a correlative relationship — the more questions you ask, the fewer people will answer them all. If you have the budget to pay the respondents, it’s a different story — to a degree.

“If you’re paying for survey responses, you’re more likely to get completions of a decently-sized survey. You’ll just want to avoid survey lengths that might tire, confuse, or frustrate the user. You’ll want to aim for quality over quantity,” says Pamela Bump, Head of Content Growth at HubSpot.

2. Give your customers an incentive.

For instance, if they’re cats, you could give them a glass of water with a fish inside.

Offer incentives that make sense for your target audience. If they feel like they are being rewarded for giving their time, they will have more motivation to complete the survey.

This can even accomplish two things at once — if you offer promo codes, discounts on products, or free shipping, it encourages them to shop with you again.

3. Keep it smooth and easy.

Keep your survey easy to read. Simplifying your questions has at least two benefits: People will understand the question better and give you the information you need, and people won’t get confused or frustrated and just leave the survey.

4. Know your customers and how to meet them where they are.

Here’s an anecdote about understanding your customers and learning how best to meet them where they are.

Early on in her role, Pamela Bump, HubSpot’s Head of Content Growth, conducted a survey of HubSpot Blog readers to learn more about their expertise levels, interests, challenges, and opportunities. Once published, she shared the survey with the blog’s email subscribers and a top reader list she had developed, aiming to receive 150+ responses.

“When the 20-question survey was getting a low response rate, I realized that blog readers were on the blog to read — not to give feedback. I removed questions that wouldn’t serve actionable insights. When I reshared a shorter, 10-question survey, it passed 200 responses in one week,” Bump shares.

Tip 5. Gamify your survey.

Make it fun! Brands have started turning surveys into eye candy with entertaining interfaces so they’re enjoyable to interact with.

Your respondents could unlock micro incentives as they answer more questions. You can word your questions in a fun and exciting way so it feels more like a BuzzFeed quiz. Someone saw the opportunity to make surveys into entertainment, and your imagination — well, and your budget — is the limit!

Your Turn to Boost Survey Completion Rates

Now, it’s time to start surveying. Remember to keep your user at the heart of the experience. Value your respondents’ time, and they’re more likely to give you compelling information. Creating short, fun-to-take surveys can also boost your completion rates.

Editor’s note: This post was originally published in December 2010 and has been updated for comprehensiveness.

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Take back your ROI by owning your data



Treasure Data 800x450

Treasure Data 800x450

Other brands can copy your style, tone and strategy — but they can’t copy your data.

Your data is your competitive advantage in an environment where enterprises are working to grab market share by designing can’t-miss, always-on customer experiences. Your marketing tech stack enables those experiences. 

Join ActionIQ and Snowplow to learn the value of composing your stack – decoupling the data collection and activation layers to drive more intelligent targeting.

Register and attend “Maximizing Marketing ROI With a Composable Stack: Separating Reality from Fallacy,” presented by Snowplow and ActionIQ.

Click here to view more MarTech webinars.

About the author

Cynthia RamsaranCynthia Ramsaran

Cynthia Ramsaran is director of custom content at Third Door Media, publishers of Search Engine Land and MarTech. A multi-channel storyteller with over two decades of editorial/content marketing experience, Cynthia’s expertise spans the marketing, technology, finance, manufacturing and gaming industries. She was a writer/producer for and produced thought leadership for KPMG. Cynthia hails from Queens, NY and earned her Bachelor’s and MBA from St. John’s University.

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Revolutionizing Auto Retail: The Game-Changing Partnership Between Amazon and Hyundai



Revolutionizing Auto Retail: The Game-Changing Partnership Between Amazon and Hyundai

Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

In a groundbreaking alliance, Amazon and Hyundai have joined forces to reshape the automotive landscape, promising a revolutionary shift in how we buy, drive, and experience cars.

Imagine browsing for your dream car on Amazon, with the option to seamlessly purchase, pick up, or have it delivered—all within the familiar confines of the world’s largest online marketplace. Buckle up as we explore the potential impact of this monumental partnership and the transformation it heralds for the future of auto retail.

Driving Change Through Amazon’s Auto Revolution

Consider “Josh”, a tech-savvy professional with an affinity for efficiency. Faced with the tedious process of purchasing a new car, he stumbled upon Amazon’s automotive section. Intrigued by the prospect of a one-stop shopping experience, Josh decided to explore the Amazon-Hyundai collaboration.

The result?

A hassle-free online car purchase, personalized to his preferences, and delivered to his doorstep. Josh’s story is just a glimpse into the real-world impact of this game-changing partnership.

Bridging the Gap Between Convenience and Complexity

Traditional car buying is often marred by complexities, from navigating dealership lots to negotiating prices. The disconnect between the convenience consumers seek and the cumbersome process they endure has long been a pain point in the automotive industry. The need for a streamlined, customer-centric solution has never been more pressing.

1701235578 44 Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai1701235578 44 Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

Ecommerce Partnership Reshaping Auto Retail Dynamics

Enter Amazon and Hyundai’s new strategic partnership coming in 2024—an innovative solution poised to redefine the car-buying experience. The trio of key developments—Amazon becoming a virtual showroom, Hyundai embracing AWS for a digital makeover, and the integration of Alexa into next-gen vehicles—addresses the pain points with a holistic approach.

In 2024, auto dealers for the first time will be able to sell vehicles in Amazon’s U.S. store, and Hyundai will be the first brand available for customers to purchase.

Amazon and Hyundai launch a broad, strategic partnership—including vehicle sales on in 2024 – Amazon Staff

This collaboration promises not just a transaction but a transformation in the way customers interact with, purchase, and engage with their vehicles.

Pedal to the Metal

Seamless Online Purchase:

  • Complete the entire transaction within the trusted Amazon platform.
  • Utilize familiar payment and financing options.
  • Opt for convenient pick-up or doorstep delivery.
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Hyundai’s Cloud-First Transformation:

  • Experience a data-driven organization powered by AWS.
  • Benefit from enhanced production optimization, cost reduction, and improved security.

Alexa Integration in Next-Gen Vehicles:

  • Enjoy a hands-free, voice-controlled experience in Hyundai vehicles.
  • Access music, podcasts, reminders, and smart home controls effortlessly.
  • Stay connected with up-to-date traffic and weather information.

Driving into the Future

The Amazon-Hyundai collaboration is not just a partnership; it’s a revolution in motion. As we witness the fusion of e-commerce giant Amazon with automotive prowess of Hyundai, the potential impact on customer behavior is staggering.

The age-old challenges of car buying are met with a forward-thinking, customer-centric solution, paving the way for a new era in auto retail. From the comfort of your home to the driver’s seat, this partnership is set to redefine every step of the journey, promising a future where buying a car is as easy as ordering a package online.

Embrace the change, and witness the evolution of auto retail unfold before your eyes.

Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

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