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3 Ways To Safely Embrace AI-Generated Content & Opportunities

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3 Ways To Safely Embrace AI-Generated Content & Opportunities

This post was sponsored by SE Ranking. The opinions expressed in this article are the sponsor’s own.

Wondering how to best integrate AI into your marketing workflow?

Unsure which parts of your content creation strategy can be safely delegated to machine learning?

You’re not alone.

While 46% of business owners resort to AI to craft internal communications, 30% of them are concerned about misinformation AI can cause and 33% are worried that AI implementation could lead to a workforce reduction.

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Still, the demand for high-quality content continues to grow, and at least 12% of businesses are turning to AI-powered tools to optimize their content writing process.

The SE Ranking team is no stranger to AI.

We’ve been actively integrating this AI-powered Content Marketing Tool into our team’s workflow to create compelling SEO copy that outperforms competitors in search engines.

Important note: we have no intention to replace our human writers with AI. Instead, we use AI for creating more content than we ever could without AI assistance. We hope to finally test all the ideas we had for a while but never had a chance to implement because of a lack of resources.

Let’s dive into how these AI tools have helped us every step of the way:

  • AI Writer, which is based on GPT neural networks.
  • Extensive content optimization capabilities.

But first, let’s share why 44% of businesses are using AI technologies now, and why 56% are not.

How Missing AI Opportunities Right Now Can Leave You Behind In The Near Future

The market for Generative AI is booming, with market size expected to reach $51.8 billion by 2028.

44% of respondents adopted AI content writing.

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Myth

52% of experts believe that automation will displace people from their careers.

That fear is the main reason why people are refusing to try out new technologies.

Fact

AI writing offers numerous benefits to marketers, giving them access to high-quality content at scale and at low cost.

If you need to produce high volumes of content in a short amount of time, such as product description pages or blog posts, AI can help you get ahead without the need to raise capital.

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The earlier you incorporate AI tools into your workflow, the faster you will gain a competitive advantage.

Now is the best time to learn how to capitalize on these tools, while everyone is learning at the same time.

The usage of content automation tools and AI is just a skill, not a replacement, and we will show you how to master it.

So, let’s see how automation with AI tools works during each step of the content writing process.

How To Automate Your Workflow With Content Writing Tools

The content creation process starts with topic research and then includes the following stages:

  • Brief creation.
  • Content writing.
  • Content evaluation.
  • Additional optimization.

Each of these steps is time-consuming and requires you to focus on different variables during the process.

Here’s how to automate your writing routine with the help of SE Ranking’s Content Marketing Tool.

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1. Build Briefs Faster With An AI Tool

Estimated Time Savings: 20 minutes vs 2 hours

First things first, let’s talk about brief creation.

Step 1: Set Up Your Content Parameters

Start in the Content Editor.

Image created by SERanking.com, May 2023

Select your parameters, including your target keywords, which you can choose with the help of the Keyword Research Module.

3 Exciting Ways To Safely Embrace AI-Generated Content & OpportunitiesImage created by SERanking.com, April 2023

Then, the software analyzes the top-ranked content on the selected topic.

Step 2: Select Your Relevant Competitors For Automatic Analysis

To help inform your smart brief, choose all relevant competitors from the list based on:

  • Total traffic.
  • Domain trust score.
  • Page trust scores.
  • Total number of referring domains.
  • Word count.
  • Website visibility.
3 Exciting Ways To Safely Embrace AI-Generated Content & OpportunitiesImage created by SERanking.com, May 2023

Depending on the pages you chose, the tool recommends:

  • Content length.
  • The number of media elements to use.
  • Terms to use (and their placement).

All of these recommendations play a crucial role in helping web pages rank higher.

Step 3: Select Your Must-Have Keywords

This AI offers you a list of natural language processing (NLP) terms. NLP algorithms will look for these terms in your content to prove their relevance.

SE Ranking prioritizes terms based on how top-ranking pages use them in their texts and how well these pages perform in the SERP.

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You can also go through the list and hand-pick the terms that you feel are the most appropriate.

3 Exciting Ways To Safely Embrace AI-Generated Content & OpportunitiesImage created by SERanking.com, May 2023

The next step is content structure.

Step 4: Confirm Content Outline Structure

SE Ranking’s Content Editor shows how competitors structure your texts.

While you can add your competitor’s H1-H6 headings to the SEO technical assignment, content writing best practices require you to use them as a reference to create your own structure from scratch.

3 Exciting Ways To Safely Embrace AI-Generated Content & OpportunitiesImage created by SERanking.com, May 2023

With AI owning the creation of a smart, data-driven content writing brief, you can save valuable time, allowing you to focus on ensuring your content is as strong as possible.

2. Delegate Content Writing To AI

Estimated Time Savings: 1 hour vs 3 hours (or more if you had writer’s block)

When the brief is all set, you can choose to pass most of the writing routine to the GPT-powered AI Writer within the Content Editor, as we did here.

Step 1: Add Your Keywords From Your AI-Generated Content Brief

Once you transfer your terms from your brief, AI Writer will generate different types of content using your target keywords.

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3 Exciting Ways To Safely Embrace AI-Generated Content & OpportunitiesImage created by SERanking.com, May 2023

Step 2: Automatically Get A High-Engagement Headline & Rough Draft

Once you input your keywords and voice, you can use the writing assistant to generate:

  • An intriguing headline.
  • Text structure.
  • A rough draft of your content piece.
3 Exciting Ways To Safely Embrace AI-Generated Content & OpportunitiesImage created by SERanking.com, May 2023

Step 3: Quickly Edit A Near-Complete Rough Draft

In our example, we were surprised to find that we loved the first paragraph generated by the AI Writer.

However, we ultimately decided to put it in the Summary section, since what it wrote included the main things we wanted to emphasize in our text.

We also felt like changing one sentence in it.

To do this, you just need to select a piece of text and ask the AI writing software to rephrase it:

3 Exciting Ways To Safely Embrace AI-Generated Content & OpportunitiesImage created by SERanking.com, May 2023

Step 4: Evaluate The Content

Now that our first draft is finally ready, it’s time to do some editing and polishing.

To make it easy, AI can help you:

  • Evaluate its content score.
  • Check the text for grammar.
  • Uncover spelling errors.
  • Determine uniqueness.

This is to ensure that the piece is of high quality and can win our competitors’ traffic.

In our example, here’s how we used the Content Marketing tool for this purpose.

AI Content Score

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SE Ranking’s Content Score offers valuable insights into how your content stacks up against the competition in terms of quality and impact.

It also provides hints on which adjustments can help your copy perform better. The tool also scans texts for common grammar and spelling errors to ensure that the content is professional and error-free.

Here are the results we got:

3 Exciting Ways To Safely Embrace AI-Generated Content & OpportunitiesImage created by SERanking.com, May 2023
3 Exciting Ways To Safely Embrace AI-Generated Content & OpportunitiesImage created by SERanking.com, May 2023

AI Plagiarism Checker

Another useful tool is the plagiarism checker.

Plagiarism is a serious issue that can damage the reputation of any website if not handled properly.

But with the help of this tool, you can be sure that every piece of content you’ve created is completely unique and of the highest quality.

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3 Exciting Ways To Safely Embrace AI-Generated Content & OpportunitiesImage created by SERanking.com, May 2023

Thankfully, that’s our overall uniqueness score. 100%! What a relief!

Step 5: Don’t Worry About Job Replacement

As you can see, AI does not remove content creators from the responsibility of creating work.

Your business and teams are still in charge of all the produced pieces, including text quality, trustworthiness, data, advice, and so on.

Whenever you use an AI writer, it’s important to fact-check and verify any information that the system provides you with. AI cannot determine which information is true and can generate misleading and inaccurate content.

3. Optimize Content For Better Search Performance

Estimated Time Savings: 30 minutes vs never getting a click from Google

You might have noticed in the screenshot above that the first draft of this text received a Content Score of 51.

Naturally, the results should be better if we wanted our content piece to be visible in the highly competitive SERP environment.

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Step 1: Follow The Automatically Generated Recommendations

Follow the tool’s recommendations to improve the score, which, in this case, includes:

  • Increasing the word count.
  • Adding some images.
  • Integrating suggested terms into the copy.

As a result, we managed to increase this text’s Content Score to 66.

3 Exciting Ways To Safely Embrace AI-Generated Content & OpportunitiesImage created by SERanking.com, May 2023

3 Benefits Of Using SE Ranking’s Content Marketing Tool

First and foremost, AI content tools save time.

By automating many of the tedious tasks involved in content creation, such as researching the topic and generating briefs, and crafting the copy, an AI writer frees up time for writers and content managers to focus on more high-level tasks.

With the help of the Content Marketing Tool, we crafted the copy four times faster and spent minutes instead of hours creating the brief.

AI Writers are an incredibly cost-effective alternative to hiring more content writers to manually create content. Automated content creation can help you fulfill your content needs and quickly generate high-quality results.

Improved quality: AI tools don’t just help you save time and money; they also help to produce copy that is more SEO-friendly. By understanding which keywords your audience is searching for, as well as the keywords that search engines expect to see in your text, you can make sure your content is being seen. AI writing tools also help you keep your content on topic and focused, ensuring that your content is concise and convincing.

Considering AI as your teammate and delegating some of your tasks to it will help you build new skills in using AI for your work and leverage the technology’s potential. If you’re looking to automate your content creation process, our Content Marketing Tool can be your go-to solution. The platform’s AI can also provide suggestions and feedback so that writers can refine their work and produce higher-quality content.

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The fact of the matter is this: AI-powered content creation solutions are the future of content creation. As the market continues to grow, businesses that embrace AI tools will be better equipped to create high-quality content efficiently and effectively. At this point, not using AI solutions is like washing dishes by hand when there is a dishwasher. You can do it, but why bother?


Image Credits

Featured Image: Image by SE Ranking. Used with permission.



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Measuring Content Impact Across The Customer Journey

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Measuring Content Impact Across The Customer Journey

Understanding the impact of your content at every touchpoint of the customer journey is essential – but that’s easier said than done. From attracting potential leads to nurturing them into loyal customers, there are many touchpoints to look into.

So how do you identify and take advantage of these opportunities for growth?

Watch this on-demand webinar and learn a comprehensive approach for measuring the value of your content initiatives, so you can optimize resource allocation for maximum impact.

You’ll learn:

  • Fresh methods for measuring your content’s impact.
  • Fascinating insights using first-touch attribution, and how it differs from the usual last-touch perspective.
  • Ways to persuade decision-makers to invest in more content by showcasing its value convincingly.

With Bill Franklin and Oliver Tani of DAC Group, we unravel the nuances of attribution modeling, emphasizing the significance of layering first-touch and last-touch attribution within your measurement strategy. 

Check out these insights to help you craft compelling content tailored to each stage, using an approach rooted in first-hand experience to ensure your content resonates.

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Whether you’re a seasoned marketer or new to content measurement, this webinar promises valuable insights and actionable tactics to elevate your SEO game and optimize your content initiatives for success. 

View the slides below or check out the full webinar for all the details.

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How to Find and Use Competitor Keywords

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How to Find and Use Competitor Keywords

Competitor keywords are the keywords your rivals rank for in Google’s search results. They may rank organically or pay for Google Ads to rank in the paid results.

Knowing your competitors’ keywords is the easiest form of keyword research. If your competitors rank for or target particular keywords, it might be worth it for you to target them, too.

There is no way to see your competitors’ keywords without a tool like Ahrefs, which has a database of keywords and the sites that rank for them. As far as we know, Ahrefs has the biggest database of these keywords.

How to find all the keywords your competitor ranks for

  1. Go to Ahrefs’ Site Explorer
  2. Enter your competitor’s domain
  3. Go to the Organic keywords report

The report is sorted by traffic to show you the keywords sending your competitor the most visits. For example, Mailchimp gets most of its organic traffic from the keyword “mailchimp.”

Mailchimp gets most of its organic traffic from the keyword, “mailchimp”.Mailchimp gets most of its organic traffic from the keyword, “mailchimp”.

Since you’re unlikely to rank for your competitor’s brand, you might want to exclude branded keywords from the report. You can do this by adding a Keyword > Doesn’t contain filter. In this example, we’ll filter out keywords containing “mailchimp” or any potential misspellings:

Filtering out branded keywords in Organic keywords reportFiltering out branded keywords in Organic keywords report

If you’re a new brand competing with one that’s established, you might also want to look for popular low-difficulty keywords. You can do this by setting the Volume filter to a minimum of 500 and the KD filter to a maximum of 10.

Finding popular, low-difficulty keywords in Organic keywordsFinding popular, low-difficulty keywords in Organic keywords

How to find keywords your competitor ranks for, but you don’t

  1. Go to Competitive Analysis
  2. Enter your domain in the This target doesn’t rank for section
  3. Enter your competitor’s domain in the But these competitors do section
Competitive analysis reportCompetitive analysis report

Hit “Show keyword opportunities,” and you’ll see all the keywords your competitor ranks for, but you don’t.

Content gap reportContent gap report

You can also add a Volume and KD filter to find popular, low-difficulty keywords in this report.

Volume and KD filter in Content gapVolume and KD filter in Content gap

How to find keywords multiple competitors rank for, but you don’t

  1. Go to Competitive Analysis
  2. Enter your domain in the This target doesn’t rank for section
  3. Enter the domains of multiple competitors in the But these competitors do section
Competitive analysis report with multiple competitorsCompetitive analysis report with multiple competitors

You’ll see all the keywords that at least one of these competitors ranks for, but you don’t.

Content gap report with multiple competitorsContent gap report with multiple competitors

You can also narrow the list down to keywords that all competitors rank for. Click on the Competitors’ positions filter and choose All 3 competitors:

Selecting all 3 competitors to see keywords all 3 competitors rank forSelecting all 3 competitors to see keywords all 3 competitors rank for
  1. Go to Ahrefs’ Site Explorer
  2. Enter your competitor’s domain
  3. Go to the Paid keywords report
Paid keywords reportPaid keywords report

This report shows you the keywords your competitors are targeting via Google Ads.

Since your competitor is paying for traffic from these keywords, it may indicate that they’re profitable for them—and could be for you, too.

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You know what keywords your competitors are ranking for or bidding on. But what do you do with them? There are basically three options.

1. Create pages to target these keywords

You can only rank for keywords if you have content about them. So, the most straightforward thing you can do for competitors’ keywords you want to rank for is to create pages to target them.

However, before you do this, it’s worth clustering your competitor’s keywords by Parent Topic. This will group keywords that mean the same or similar things so you can target them all with one page.

Here’s how to do that:

  1. Export your competitor’s keywords, either from the Organic Keywords or Content Gap report
  2. Paste them into Keywords Explorer
  3. Click the “Clusters by Parent Topic” tab
Clustering keywords by Parent TopicClustering keywords by Parent Topic

For example, MailChimp ranks for keywords like “what is digital marketing” and “digital marketing definition.” These and many others get clustered under the Parent Topic of “digital marketing” because people searching for them are all looking for the same thing: a definition of digital marketing. You only need to create one page to potentially rank for all these keywords.

Keywords under the cluster of "digital marketing"Keywords under the cluster of "digital marketing"

2. Optimize existing content by filling subtopics

You don’t always need to create new content to rank for competitors’ keywords. Sometimes, you can optimize the content you already have to rank for them.

How do you know which keywords you can do this for? Try this:

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  1. Export your competitor’s keywords
  2. Paste them into Keywords Explorer
  3. Click the “Clusters by Parent Topic” tab
  4. Look for Parent Topics you already have content about

For example, if we analyze our competitor, we can see that seven keywords they rank for fall under the Parent Topic of “press release template.”

Our competitor ranks for seven keywords that fall under the "press release template" clusterOur competitor ranks for seven keywords that fall under the "press release template" cluster

If we search our site, we see that we already have a page about this topic.

Site search finds that we already have a blog post on press release templatesSite search finds that we already have a blog post on press release templates

If we click the caret and check the keywords in the cluster, we see keywords like “press release example” and “press release format.”

Keywords under the cluster of "press release template"Keywords under the cluster of "press release template"

To rank for the keywords in the cluster, we can probably optimize the page we already have by adding sections about the subtopics of “press release examples” and “press release format.”

3. Target these keywords with Google Ads

Paid keywords are the simplest—look through the report and see if there are any relevant keywords you might want to target, too.

For example, Mailchimp is bidding for the keyword “how to create a newsletter.”

Mailchimp is bidding for the keyword “how to create a newsletter”Mailchimp is bidding for the keyword “how to create a newsletter”

If you’re ConvertKit, you may also want to target this keyword since it’s relevant.

If you decide to target the same keyword via Google Ads, you can hover over the magnifying glass to see the ads your competitor is using.

Mailchimp's Google Ad for the keyword “how to create a newsletter”Mailchimp's Google Ad for the keyword “how to create a newsletter”

You can also see the landing page your competitor directs ad traffic to under the URL column.

The landing page Mailchimp is directing traffic to for “how to create a newsletter”The landing page Mailchimp is directing traffic to for “how to create a newsletter”

Learn more

Check out more tutorials on how to do competitor keyword analysis:

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Google Confirms Links Are Not That Important

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Google confirms that links are not that important anymore

Google’s Gary Illyes confirmed at a recent search marketing conference that Google needs very few links, adding to the growing body of evidence that publishers need to focus on other factors. Gary tweeted confirmation that he indeed say those words.

Background Of Links For Ranking

Links were discovered in the late 1990’s to be a good signal for search engines to use for validating how authoritative a website is and then Google discovered soon after that anchor text could be used to provide semantic signals about what a webpage was about.

One of the most important research papers was Authoritative Sources in a Hyperlinked Environment by Jon M. Kleinberg, published around 1998 (link to research paper at the end of the article). The main discovery of this research paper is that there is too many web pages and there was no objective way to filter search results for quality in order to rank web pages for a subjective idea of relevance.

The author of the research paper discovered that links could be used as an objective filter for authoritativeness.

Kleinberg wrote:

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“To provide effective search methods under these conditions, one needs a way to filter, from among a huge collection of relevant pages, a small set of the most “authoritative” or ‘definitive’ ones.”

This is the most influential research paper on links because it kick-started more research on ways to use links beyond as an authority metric but as a subjective metric for relevance.

Objective is something factual. Subjective is something that’s closer to an opinion. The founders of Google discovered how to use the subjective opinions of the Internet as a relevance metric for what to rank in the search results.

What Larry Page and Sergey Brin discovered and shared in their research paper (The Anatomy of a Large-Scale Hypertextual Web Search Engine – link at end of this article) was that it was possible to harness the power of anchor text to determine the subjective opinion of relevance from actual humans. It was essentially crowdsourcing the opinions of millions of website expressed through the link structure between each webpage.

What Did Gary Illyes Say About Links In 2024?

At a recent search conference in Bulgaria, Google’s Gary Illyes made a comment about how Google doesn’t really need that many links and how Google has made links less important.

Patrick Stox tweeted about what he heard at the search conference:

” ‘We need very few links to rank pages… Over the years we’ve made links less important.’ @methode #serpconf2024″

Google’s Gary Illyes tweeted a confirmation of that statement:

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“I shouldn’t have said that… I definitely shouldn’t have said that”

Why Links Matter Less

The initial state of anchor text when Google first used links for ranking purposes was absolutely non-spammy, which is why it was so useful. Hyperlinks were primarily used as a way to send traffic from one website to another website.

But by 2004 or 2005 Google was using statistical analysis to detect manipulated links, then around 2004 “powered-by” links in website footers stopped passing anchor text value, and by 2006 links close to the words “advertising” stopped passing link value, links from directories stopped passing ranking value and by 2012 Google deployed a massive link algorithm called Penguin that destroyed the rankings of likely millions of websites, many of which were using guest posting.

The link signal eventually became so bad that Google decided in 2019 to selectively use nofollow links for ranking purposes. Google’s Gary Illyes confirmed that the change to nofollow was made because of the link signal.

Google Explicitly Confirms That Links Matter Less

In 2023 Google’s Gary Illyes shared at a PubCon Austin that links were not even in the top 3 of ranking factors. Then in March 2024, coinciding with the March 2024 Core Algorithm Update, Google updated their spam policies documentation to downplay the importance of links for ranking purposes.

Google March 2024 Core Update: 4 Changes To Link Signal

The documentation previously said:

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“Google uses links as an important factor in determining the relevancy of web pages.”

The update to the documentation that mentioned links was updated to remove the word important.

Links are not just listed as just another factor:

“Google uses links as a factor in determining the relevancy of web pages.”

At the beginning of April Google’s John Mueller advised that there are more useful SEO activities to engage on than links.

Mueller explained:

“There are more important things for websites nowadays, and over-focusing on links will often result in you wasting your time doing things that don’t make your website better overall”

Finally, Gary Illyes explicitly said that Google needs very few links to rank webpages and confirmed it.

Why Google Doesn’t Need Links

The reason why Google doesn’t need many links is likely because of the extent of AI and natural language undertanding that Google uses in their algorithms. Google must be highly confident in its algorithm to be able to explicitly say that they don’t need it.

Way back when Google implemented the nofollow into the algorithm there were many link builders who sold comment spam links who continued to lie that comment spam still worked. As someone who started link building at the very beginning of modern SEO (I was the moderator of the link building forum at the #1 SEO forum of that time), I can say with confidence that links have stopped playing much of a role in rankings beginning several years ago, which is why I stopped about five or six years ago.

Read the research papers

Authoritative Sources in a Hyperlinked Environment – Jon M. Kleinberg (PDF)

The Anatomy of a Large-Scale Hypertextual Web Search Engine

Featured Image by Shutterstock/RYO Alexandre

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