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Four ways to get smart with no-code or low-code methods: a detailed overview of JSON LD

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Four ways to get smart with no-code or low-code methods a detailed overview of JSON LD

30-second summary:

  • Low-code and no-code technologies are becoming increasingly popular among businesses of all sizes, and a leading example is JSON LD
  • They allow businesses to create websites and applications with little to no coding experience
  • There are many benefits including saving businesses a lot of time and money
  • They can also help your SEO efforts by presenting linked data in a format that’s meaningful to search engines

A burning challenge in a world of IoT and technology is the need to stay ahead of the curve. As more and more businesses adopt cutting-edge technologies, those that lag behind will inevitably be left behind. This is especially true in the field of SEO services, but also in website development and design. In order to stay competitive, businesses must constantly update their websites with the latest trends and technologies.

A prime example of this is low-code and no-code technologies. These technologies are becoming increasingly popular among businesses of all sizes. But what exactly are they? And how can they help you get ahead of the competition?

In this article, we’ll take a detailed look at low-code and no-code technologies. We’ll also explore how they can be used to improve your website in a number of different ways.

What are low-code and no-code when it comes to website tech?

Low-code and no-code technologies are exactly what they sound like. They allow businesses to create websites and applications with little to no coding experience.

Low-code and no-code platforms are becoming increasingly popular for website creation and management. These platforms allow users to create and manage websites without having to write code or hire a developer. This can be a great way to save time and money, especially if you’re not familiar with coding.

How do these low-code and no-code platforms actually work?

Typically, low-code and no-code platforms provide an easy-to-use drag-and-drop interface, similar to a traditional website builder tool. This makes it possible to create a website without any coding knowledge.

In some cases, you may need to use a bit of code to add advanced features or integrations. However, for the most part, these platforms allow you to create a fully functioning website without writing any code.

What are the benefits of using a low-code or no-code platform?

First and foremost, they save businesses a lot of time and money. Rather than hiring developers to create a website from scratch, businesses can use low-code or no-code platforms to do it themselves.

Not just that, these platforms are also much easier to use than traditional coding languages. They allow businesses to create complex websites and applications without the need for extensive training.

Finally, low-code and no-code technologies are constantly evolving. This means that businesses can easily keep their websites up-to-date with the latest technologies, without having to make any changes themselves.

What are the opportunities for SEO?

One of the great things about using low-code or no-code methods is that it opens up new opportunities for SEO. Opportunities include:

  • Better target customers through local SEO – Local SEO is a great way to improve your website’s visibility in search engines, especially if you’re targeting customers in a specific geographic area.
  • Optimized code – One of the best ways to improve your website’s ranking in search engines is to ensure that it loads quickly. Low-code and no-code methods can help you do this by optimizing your website’s code and eliminating unnecessary elements.
  • Create better-targeted pages – Another way to improve your website’s ranking is to create pages that are more relevant to your customers’ needs. By using low-code or no-code methods, you can easily create custom pages that are tailored to your customers’ needs.

All of these opportunities can help you improve your website’s ranking in search engines, which will ultimately lead to more traffic and customers.

These are just a few of the ways that code or low-code methods can help you get smart about your website optimization.

Does Google like websites that use low-code tech?

Yes! In fact, Google has stated that they “see great potential in low-code development.” They see it as a way to make website creation more accessible and efficient.

Google also notes that low-code platforms can help improve website performance since they often come with built-in optimization features. This means that websites created with low-code methods are more likely to rank higher in search results.

How do low-code and no-code impact user experience?

One of the benefits of using low-code or no-code methods is that they can improve your website’s user experience. This is because page data can be better organized and structured for search engines, meaning that users are more likely to find what they’re looking for.

Low-code example: using JSON LD

A good example of low-code is JSON LD. This is used for linked data and means that you don’t need to put unnecessary code on your site as it is all done in the background. It also can speed up page load times as there is less code for the browser to load. JSON LD is a great way to save time with on-page SEO and create better-targeted pages.

What is JSON LD?

JSON LD is a type of code schema that can be used to add structured data to a web page. This structured data can be used by search engines to better understand the content on a page.

It can replace traditional HTML tags and provide more information about a website’s content. This means that JSON LD can be used to improve load times, local SEO, content, and images.

What’s the difference between JSON LD and plain JSON?

  • JSON LD is a type of code schema that can be used to add structured data to a web page. This structured data can be used by search engines to better understand the content on a page.
  • Plain JSON, on the other hand, is simply a format for storing and transmitting data. JSON LD takes it one step further by utilizing JSON for website data.

JSON LD compatibility

For the developers among you, JSON LD has a wide range of compatibilities:

  • Javascript
  • Java
  • Rust
  • Python
  • C#
  • Typescript
  • Ruby
  • Erlang / Elixir
  • Go
  • PHP

Four key benefits of JSON LD

Low-code techniques such as JSON LD have the potential to transform the performance of your web pages. Here are some benefits of using JSON LD:

1. Improved load times

One of the great things about JSON LD is that it can help improve load times. This is because JSON LD code is typically smaller and more efficient than traditional HTML tags. This means that your website will load faster and be more visible in search engines.

2. Improved local SEO

JSON LD can also be used to improve local SEO. This is because JSON LD code can provide more information about your website’s content.

This means that your website will be more relevant to customers in a specific geographic area. Examples of additional information include your website’s address, phone number, and hours of operation. And in ecommerce websites, product information such as pricing and availability.

3. Richer and better-formatted content

JSON LD can also be used to improve content. This is because JSON LD code can provide more information about the content on your website. This means that your website’s content will be more relevant to customers’ needs.

For example, if you’re a restaurant, you can use JSON LD to provide information about your menu, hours of operation, and location.

4. Better-performing images

JSON LD can also be used to improve images. This is because JSON LD code can provide more information about the images on your website, such as size and purpose. This means that your website’s images will be more relevant to customers’ needs and better formatted for SEO.

How does this help your SEO efforts?

Low-code technologies like JSON LD can make your SEO easier in a few key ways:

Save time

Low-code and no-code methods can save you a lot of time with on-page SEO. By using these methods, you can quickly and easily create well-structured and targeted pages that are easy for both users and search engines to understand.

Potential for more traffic

This can help you attract more traffic to your site and improve your chances of ranking high in search results.

Higher conversion rate

In addition, low-code and no-code methods can help you create pages that are more relevant to your customers’ needs. This means that you can attract more qualified leads and convert more sales.

Top tips for getting started with low-code and no-code on your website

Now that you know more about low-code and no-code methods, here are some tips to get started:

  1. Start small – Don’t try to do too much at once. Choose one or two areas of your website to focus on first.
  2. Don’t forget the basics – Make sure you still have a strong foundation in place with things like keyword research and competitive analysis.
  3. Choose the right tools – There are a lot of different low-code and no-code tools available. Do your research to find the ones that are best for your needs.
  4. Test, test, test – Always test your changes before you implement them on your live website. This will help you avoid any potential problems.
  5. Monitor your results – Keep an eye on your website’s performance after you make changes. This will help you gauge the effectiveness of your efforts.
  6. Get help if needed – If you’re not sure where to start or you need help with implementation, don’t hesitate to reach out to an experienced SEO professional.

Closing thoughts

Low-code and no-code methods can be a great way to improve your website’s SEO. These methods can save you time and help you create better-targeted pages. However, it’s important to remember that these methods should be used in addition to, not instead, the basics of SEO. But when used correctly, they can be a powerful tool in your SEO arsenal.


Joe Dawson is Director of strategic growth agency Creative.onl, based in the UK. He can be found on Twitter @jdwn.

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12 SEO Meetups You Should Have On Your Radar

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12 SEO Meetups You Should Have On Your Radar

Want to meet other people interested in SEO offline? Give an SEO meetup a go.

In my experience, it’s one of the best ways to meet like-minded people and provides a more relaxed, informal setting than a bustling SEO conference. Who knows—you could make new friends at a meetup or even land new SEO clients.

But with so many events worldwide, it’s impossible to mention them all. So, here are some of the most talked-about SEO meet-ups I think you should have on your radar.

Okay—so I may be a little biased, but I wanted to start by sharing our Ahrefs’ SEO Events. We’ve run five Beer and Snacks Meetups in Singapore. We’ve also hosted an SEO Workshop and Networking meetup the day before BrightonSEO, and we just launched our London Meetup.

Tickets to the London Meetup sold out in a day and a half—it was our fastest-selling ticketed event ever.

Tim Soulo, Joshua Hardwick, and Ryan Law will speak at our inaugural event, covering topics such as improving your rankings, competitor research, and content marketing. To stay informed about our next event, follow our events page.

Sidenote.

Missed our meetups but still want to catch up with the Ahrefs team and a host of world-class speakers? Get Ahrefs Evolve tickets ✨

London SEO XL MeetupLondon SEO XL Meetup

The LondonSEO Meetup hosts an evening of networking with industry peers and leading experts featuring SEO speakers like Itamar Blauer, Steph Hugman, Reina Hanada, and many more.

The bigger XL event has even hosted prolific search engine news chronicler Barry Schwartz in 2023.

Search London Meetup PhotoSearch London Meetup Photo

With over 2,800 members, Search London is a popular meetup that has been around for over a decade.

Events are organized every 8-12 weeks, and members are from a mixture of agency, client-side, and start-up businesses.

The meet-up is open to anyone in SEO, PPC, or social media—and offers marketing professionals and first-time speakers a safe, supportive space to share their industry knowledge and experiences.

Search 'n Stuff Meetup PhotoSearch 'n Stuff Meetup Photo

Search ‘n Stuff meetups are an energetic and all-embracing community tailored to empower digital marketers, startups, in-house teams, and professionals. Expect sharings centered on strategies, campaigns, and other relevant SEO topics.

Neurodivergents In SEO Meetup PhotoNeurodivergents In SEO Meetup Photo

Neurodivergents in SEO provide a safe space for neurodivergent SEOs to network and learn.

The group holds in-person meetups at BrightonSEO, both in the UK and the US, and monthly pub quizzes with great prizes.

If you’re an SEO or marketer and identify as neurodivergent, you’re more than welcome to join the community. You can do so by signing up here.

Search Norwich PhotoSearch Norwich Photo

Search Norwich launched in 2018 as a free marketing meetup event. It often features top industry speakers who share their knowledge, tips, and advice with the search marketing community. At Search Norwich there are no sales agendas, fluff, or pitches—just valuable insights.

SEOFOMO Meetup PhotoSEOFOMO Meetup Photo

The SEOFOMO meetups are run by SEO superstar Aleyda Solis, who is a well-known SEO speaker and founder of SEO consultancy Orainti. She’ll also be the headline speaker for our first Ahrefs Evolve Conference.

SEOFOMO is a laid-back, free event perfect for learning, connecting, and sharing with other SEOs.

SEO Mastermind PhotoSEO Mastermind Photo

SEO Mastermind is a supportive, free, and friendly SEO community where you can grow your skills, meet like-minded people, and get answers to all your organic marketing questions.

SEO Mastermind meets around eight times a year, mainly in the Netherlands and Belgium—but they also occasionally have meetups in other locations, for instance, at Brighton SEO and ISS Barcelona.

Organizer Jeroen Stikkelorum told me that SEO Mastermind is on a mission to build the most valuable Dutch-spoken SEO and organic marketing community in The Netherlands and Belgium. So if you’re local, give it a go.

SEO Lager Fest Meetup PhotoSEO Lager Fest Meetup Photo

SEO Lager Fest is a fun SEO meetup that (apart from drinking) enables you to network with like-minded folks in the SEO industry. They hold an SEO quiz, run case study competitions, do AMAs, and even do SEO charades.

SEOnerd Switzerland Meetup PhotoSEOnerd Switzerland Meetup Photo

SEOnerdSwitzerland is a volunteer-run association that organizes events for SEOs in Switzerland and beyond.

Dedicated to fair opportunities and diversity, they provide training and coaching for people wanting to break through as a public speaker in the SEO industry.

SEOnerdSwitzerland also offers training and coaching for speakers, aiming for a diverse and inclusive panel.

WebSchrona Meetup Photo, Salzburg, AustriaWebSchrona Meetup Photo, Salzburg, Austria

WebSchrona is a free monthly meetup for SEO and online marketing professionals in Salzburg, Austria. They meet every second Thursday at 6 p.m.

There’s no fixed agenda, so discussions are often unplanned and spontaneous and often involve a drink of some description.

Organizer Alexander Außermayr tells me that everyone is welcome to join their SEO meetups. The aim is to provide a regular, uncomplicated meetup in an open space—often a beer garden, if the weather is good.

SEO Benelux Meetup PhotoSEO Benelux Meetup Photo

SEO Benelux started in 2018 as a Facebook community for Dutch and Belgian SEO specialists. The meetup grew into the largest in the Benelux region, with more than 3,000 members.

There are four meetups each year, two in Belgium (Ghent and Antwerp) and one in the Netherlands (mostly Amsterdam). Each meetup attracts 70–90 people and features three speakers.

If you don’t live in a big city, it may be difficult to find a good meetup, but that doesn’t mean there aren’t any in your local area.

Here are my tips to help you find new meetups near you.

Tip 1 – Use Google’s advanced search operators to uncover new meetups

As new meetups pop up all the time and often without notice, it’s worth doing some digging to see what’s out there.

You can just do a regular ol’ Google search, but we’re SEOs—so let’s use some advanced search operators and spice it up a bit.

In this example, I searched for the phrase “meetup” in the title, plus my location and my favorite SEO tool, and it managed to uncover Tim’s tweet on our London Meetup.

Advanced Google Search Operators ExampleAdvanced Google Search Operators Example

This is just a very basic example, and you could use any website or location, but it shows how you can uncover information about new meetups with a little research.

Tip 2 – Trigger the Events SERP feature

By searching for events or events near me, you can trigger the Events SERP feature. In the example below, I found a few SEO-related events by prepending “SEO” to the search.

Triggering the Events SERP Feature ExampleTriggering the Events SERP Feature Example

Once you’ve triggered the feature, scroll down until you find an SEO meetup that catches your eye.

Tip 3 – Use Meetup to find an SEO meetup

If you can’t find anything on Google then it’s a good idea to run a quick check on a specialist community platform.

One of the most popular platforms is Meetup. It allows you to find events near your location on any topic.

Meetup.com screenshotMeetup.com screenshot

Over the years, I’ve attended a lot of smaller meetups through this website, and they have always been interesting and a place to make new connections.

Tip 4 – No SEO meetup in your area? Start your own!

I started my own mini-meetup in 2018 on WhatsApp with some former colleagues, imaginatively titled #seodrinks.

#SEOdrinks meetup logo#SEOdrinks meetup logo

It started from humble beginnings in a room in a small pub in London, and it’s still in a room in a small pub—somewhere in London. (If you want an invite, let me know on LinkedIn.)

We only have semi-regular meetups in London and a small group, but every meetup has to start somewhere.

If you want to start your own SEO meetup, platforms like WhatsApp and Telegram are the best free places to start, but if you want a more specialized paid option, you could try Meetup or another similar platform.

Final thoughts

You don’t always have to attend a big SEO conference to meet other amazing people in the industry. Some of the smaller meetups I’ve been to have resulted in making more contacts than the bigger conferences.

As such, SEO meet-ups are one of my favorite ways to meet people who are just as interested in SEO and marketing as much as you are.

Did I miss an SEO meetup? Add your SEO meetup here, or let me know on LinkedIn.



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How to Combine SEO and Content Marketing (The Ahrefs’ Way)

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How to Combine SEO and Content Marketing (The Ahrefs’ Way)

SEO and content marketing are different marketing channels. But you don’t have to choose between them. They’re complementary.

In fact, you should combine them for greater effectiveness in your marketing.

Two main reasons:

1. Content marketing and SEO are like peanut butter and jelly—they work well together

Content marketing is the process of creating and distributing content to attract and retain customers.

Here’s how SEO helps content marketing:

The web's largest traffic referrersThe web's largest traffic referrers

SEO is the process of improving a website’s visibility in search engines to get more traffic.

Here’s how content marketing helps SEO:

  • It helps you get more search traffic — If you want more search traffic, you need to rank for more keywords, which requires you to make more content.
  • It makes SEO more effective — Thought leadership content acquires backlinks, gated content generates leads, and sales enablement converts traffic into sales.

2. The same amount of investment in effort, money, and time can generate results for both content marketing and SEO

We’re the perfect example. Our content ranks high on Google and generates hundreds of thousands of monthly search visitors:

Ahrefs blog trafficAhrefs blog traffic

It also attracts links and shares on social media because we make sure each piece is unique and not just regurgitation or “AI content”.

LinkedIn comment on how we blended an SEO-friendly term with a contrarian point of viewLinkedIn comment on how we blended an SEO-friendly term with a contrarian point of view

Finally, each piece of content introduces visitors to our product and educates them on how to use it to solve their problems. (Keep on reading and you’ll see it in action too!)

Example of how we introduce our product in our contentExample of how we introduce our product in our content

It hits all content marketing and SEO goals at once:

  • Acquires search traffic ✅
  • Builds thought leadership ✅
  • Attracts links ✅
  • Generates sales (over the long-term) ✅

How do we do what we do? Believe it or not, there’s a method to the madness. Here’s one line that summarizes our entire SEO content marketing strategy:

We create and maintain high-quality, product-led, search-focused content about topics with business potential and search traffic potential.

Let me break down how we combine SEO and content marketing:

If you want to acquire search traffic, you need to target topics that your potential customers are searching for.

The easiest way to find these keywords is to use a keyword tool like Ahrefs’ Keywords Explorer:

  1. Go to Keywords Explorer
  2. Enter a few broad keywords related to your site or niche
  3. Go to the Matching terms report
  4. Filter for keywords with traffic potential (TP)
Matching terms report in Keywords ExplorerMatching terms report in Keywords Explorer

Sidenote.

Traffic Potential is the estimated monthly organic search traffic to the top-ranking page for a keyword. Since pages tend to rank for many keywords, Traffic Potential is a more reliable estimate than search volume.

Go through the report and pick out the keywords that are relevant to your site. For example, if I were an ecommerce store selling coffee equipment, this could be a potential keyword to target:

The keyword "best coffee grinder"The keyword "best coffee grinder"

A keyword’s business potential is how easy it will be to pitch your product while covering a certain topic. It’s our ‘trade secret’—it’s why we can easily introduce our product and its features in every piece of content we create.

Here’s how to score a topic’s business potential:

Business potential scoring chartBusiness potential scoring chart

So, taking the above example, the topic “best coffee grinder” would score a “3” (provided we sell coffee grinders) whereas a topic like “does decaf coffee have caffeine” would score a “1” or even a “0”.

You should prioritize topics that score high on business potential, i.e. a “2” or a “3”.

What does all of the jargon mean? Let’s break it down.

Search-focused

Part one of being ‘search-focused’ is finding keywords that people are searching for. Part two is to figure out why they’re searching for those particular keywords. This ‘why’ is known as search intent.

Given that Google’s goal is to always rank the most relevant content, we can look at the search engine results (SERPs) to uncover search intent. Take your target keyword, enter it into Keywords Explorer, scroll down to SERP Overview, and click Identify intents:

Identify intents feature in Keywords ExplorerIdentify intents feature in Keywords Explorer

So, we can see that searchers looking for the keyword “best coffee grinders” want detailed reviews and expert recommendations on the best coffee grinders. Not only that, we can also see that searchers want a list that is fresh.

Identified search intent for "best coffee grinder"Identified search intent for "best coffee grinder"

If we’re targeting this topic, making it search-focused means matching this search intent—we’ll need to create a list of the best coffee grinders for the current year.

Product-led

Product-led means ensuring you’re not just creating content for the sake of it; you’re also ‘selling’ your product. You want to be aware of which use case, feature, or service you want to weave into the narrative. Naturally, of course.

Scoring a topic’s business potential would have done 90% of the work here. If you’re creating content about a topic that scored a “3”, then your product pitch would be natural. For example, we could easily add links back to our coffee equipment store after covering the best coffee grinders. Or, if we make our coffee grinders, we could pitch them as one of the best. (That’s why I say the business potential score is our secret ingredient.)

The challenge comes when you’re covering topics that score a “1” or “0”. It’s not impossible, but you’ll need to be creative.

For example, I recently covered the topic “SEO specialist”. It had a business potential of “1” and was tough to include a product pitch. Fortunately, I noticed that some job listings asked for experience with different SEO toolsets (including us.) It was the perfect segue to introduce our product and certification course.

An example of how I managed to pitch Ahrefs in a post with a business potential of 1An example of how I managed to pitch Ahrefs in a post with a business potential of 1

High-quality

This is subjective. Everyone’s standards are different. But here’s how we think of quality:

  • Accurate — No hype, no lying. Every statement we make should be as accurate as possible.
  • Clear — No fluff—delete all unnecessary words and sentences. Use jargon only when needed. When necessary, create illustrations to expand on ideas and concepts.
  • Helpful — Being product-led is important but the content should not just be aimed at pitching. The content should be focused primarily on helping visitors solve their problems, while creatively weaving our product into the context.
  • Unique — One way to make your content unique is to have skin in the game—conduct experiments, run data studies, and write from personal experience. If having skin is difficult, then interview practitioners. Focus on did, not could.

The deterioration of your content is inevitable:

  • Search-focused — Your rankings may drop because of competitors. Or you didn’t even rank the first time round. Or your target topic’s search intent changed (e.g., the word corona’s search intent changed during the void years of 2020-2022.)
  • Product-led — You may have new features, services, or use cases to introduce. Or your team has depreciated certain features or abandoned some services.
  • High-quality — Statements may become inaccurate over time. Or your unique idea was so successful that everyone else copied you (and outranked you.) Or you might have better ways to reword sentences and paragraphs. Or just simply the ideas, screenshots, and content has become outdated.

That’s why you don’t build a train track and disappear. You have to actively maintain it to keep it working. (I’m looking at you London tube.) Same goes for your content.

The way to maintain your content is to conduct regular content audits. We do this every quarter—Each writer on our blog team goes through their portfolio of articles and selects at least three pieces to update. Each writer may also choose a couple to do a full rewrite.

I highly recommend going through our content audit template so you can see what went wrong with your content and what to do with it next.

Final thoughts

SEO and content marketing may be different marketing types, but that doesn’t mean you need to do one to the exclusion of the other.

Both channels are highly compatible and as you see above, can be designed as an entire strategy that hits all important marketing objectives.



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Trending Content Output Compared in ChatGPT, Gemini & Claude

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Trending Content Output Compared in ChatGPT, Gemini & Claude

“Should we use ChatGPT, Gemini, or Claude to create trending content?”

That’s a good question – and one that I’m frequently asked when teaching a live class about engaging audiences through content.

You might mistakenly assume that instructors are supposed to answer questions like that. But my colleagues and I do something different.

We give our students relevant assignments that provide them with the opportunity to discover the answers to good questions for themselves.

This test-and-learn approach is something that you can also apply within your own company, agency, or team. Want to know which generative AI model to use to create trending content?

Well, conduct a test and compare the output.

Write Concise Descriptions Of The Most Emotionally Engaging Video Ads Of Euros 2024

You already know how to use Google Trends to identify search terms or topics that are trending now. In fact, many journalists use this free tool to get story ideas.

Over the long Fourth of July weekend, I used Google Trends and saw that the topic “Euros 2024” ranked No. 1 in Trending Searches with more than 1 million queries.

Next, I decided to avoid using OpenAI’s ChatGPT 3.5 for my tests. Why? Because it’s the most popular generative AI model, which means that your competitors are probably using it, too.

That means the content that this tool creates is less likely “to provide substantial value when compared to other pages in search results,” as Google’s long-standing advice recommends.

ChatGPT Output

So, I explored the custom versions of ChatGPT and selected Write For Me by puzzle.today.

Why? Because it ranked No. 1 in the Writing category. The tool also claimed it would help me “write tailored, engaging content with a focus on quality, relevance and precise word count.”

I want to create better content, not just content that is different from what everyone else is creating. So, I asked Write For Me to “write concise descriptions of the most emotionally engaging video ads of Euros 2024.”

Here’s what this generative AI tool produced:

1. Unity Through Football

 “A diverse group of children from different European countries come together on a pristine football pitch. As they play, the camera captures their joy and camaraderie, transcending language and cultural barriers. The ad concludes with a montage of professional players joining the children, emphasizing football's power to unite nations and foster friendship.”

2. Legacy of Legends

 “The ad begins with black-and-white footage of iconic moments from past Euros, highlighting legendary players. It transitions to vibrant, modern clips of current stars recreating these moments, symbolizing the passing of the torch. A heartfelt narration speaks to the continuity of dreams and the legacy carried by each generation.”

3. Homecoming

 “A montage of fans traveling from various parts of Europe to the host country, capturing their excitement and anticipation. Emotional reunions with fellow fans, old friends, and family members create a sense of belonging and community. The ad closes with a panoramic shot of a stadium filled with cheering supporters, underscoring the tournament's role in bringing people together.”

4. The Dream Begins

 “The ad follows a young aspiring footballer practicing tirelessly, inspired by their favorite Euros moments. Interspersed with clips of professional matches, it shows the child's journey from local games to a stadium filled with fans. The message is clear: dreams start small but can lead to greatness, encouraging viewers to pursue their passions.”

5. Heartbeat of the Game

 “This ad features a rhythmic sequence of football-related sounds: the thud of a ball, cheers from the crowd, and the whistle of the referee. These sounds build into a symphony, interspersed with clips of players’ intense focus and emotional celebrations. The heartbeat sound underscores the passion and excitement of the Euros, resonating with fans’ own emotions.”

6. From Streets to Stadiums

 “Children playing football in urban alleys, rural fields, and makeshift pitches across Europe are showcased. Their raw passion and joy are mirrored by professional players in grand stadiums, blurring the lines between dreams and reality. The ad concludes with a powerful message: football belongs to everyone, from the streets to the grandest arenas.

Now, it’s perfectly clear why video ads with these descriptions would be emotionally engaging, but it is frustratingly unclear which brands are running these ads during Euros 2024.

So, I’d have to do some double-checking to make sure that ChatGPT isn’t hallucinating.

Gemini Output

Next, I gave Google’s Gemini (formerly Bard) the same prompt. Here’s what this generative AI model produced:

1. Adidas: "Hey Jude" (Most Engaging)

 “This ad features rising England star Jude Bellingham alongside football legends like David Beckham and Frank Lampard. It taps into positive emotions by showcasing the passing of the torch and the enduring spirit of the game.”

2. Irn-Bru: "Get to Germany"

 “This ad, likely using humor, aims to create positive feelings and excitement around the Euros being held in Germany.”

3. Budweiser: "Bring it Home"

“This ad uses a patriotic theme, likely aiming to inspire viewers and evoke a sense of national pride for their team's chance to win the Euros.”

It’s perfectly clear which brands are running the most emotionally engaging video ads of Euros 2024, but it’s still unclear which methodology Gemini is using to make this selection.

So, I’d still have to do more due diligence to discover that it’s probably recent articles and posts about new research from DAIVID.

Claude Output

I asked Anthropic’s Claude 3.5 Sonnet to “write concise descriptions of the most emotionally engaging video ads of Euros 2024.” Here’s what this generative AI tool replied:

“I apologize, but I don't have access to specific information about video ads from Euro 2024, as my knowledge cutoff is in April 2024, and I can't browse the internet for current information.”

 “I can, however, offer some general thoughts on what makes emotionally engaging soccer/football ads:”

“Underdog stories of players or teams overcoming adversity.”
“Nostalgic montages showcasing historic Euro moments.”
“Depictions of passionate fans and their connection to the sport.”
“Inspirational messages about unity and international cooperation.”
“Cinematic recreations of iconic goals or plays.”

 “If you'd like me to expand on any of these concepts or discuss emotionally engaging sports ads in general, I'd be happy to do so. For accurate information about Euro 2024 ads, I'd recommend checking official UEFA sources or recent sports media coverage.”

Well, Claude’s honesty is admirable. But its knowledge cutoff means that I shouldn’t use this generative AI model for content about fairly recent trends.

Write Short Captions For The Funniest Photos From The 2024 Nathan’s Hot Dog Eating Contest

For my second test, I used the Google autocomplete feature to confirm that the phrase, [Nathan’s hot dog eating contest], was a trending search term.

Then, I asked each of the three generative AI tools to “write short captions for the funniest photos from the 2024 Nathan’s Hot Dog Eating Contest.”

ChatGPT Output

Here’s what Write For Me generated:

“Captions for Funniest Photos from the 2024 Nathan’s Hot Dog Eating Contest:”

"When you realize you're only halfway through your 50 hot dogs."
"Eyes on the prize: the ketchup bottle!"
"Training for this by swallowing my pride daily."
"When the bun hits you harder than the hot dog."
"Mustard not? I mustered up the courage!"
"New strategy: inhale, don’t chew."
"Hot dogs: 10, Dignity: 0."
"When you think it’s the last dog but it’s not."
"The face you make when you beat your personal best... by 1 dog."
"Calories don’t count if you don’t chew, right?"

Okay, I admit that many of these captions are funny. But it’s difficult to tell if they belong to actual photos or if this custom version of ChatGPT hallucinated the entire list.

And don’t get me started on getting permission to use any photos that exist. Of course, I could always use DALL-E 3 to turn the text above into images.

Gemini Output

Next, I gave Gemini the same assignment. Here’s what it generated:

1. Mustard Mishap: "Someone's about to be redecorated in yellow!" (Photo of a competitor with mustard splattered all over their face).

2. Relish the Moment: "This is what pure competitive joy looks like." (Photo of a competitor mid-devour with a look of intense concentration and relish dripping down their chin).

3. Bun Bungee: "Is that a hot dog or a bungee jumper? Defying the laws of physics, one frankfurter at a time." (Photo of a competitor with a hot dog halfway down their esophagus).

4. Fountain of Fury: "Looks like someone forgot their manners! (But they're probably winning.)" (Photo of a competitor with a spray of water and ketchup erupting from their mouth).

5. Doggy Downtime: "Even champions gotta rest sometimes. (Just don't let Joey Chestnut see this.)" (Photo of a competitor slumped back in their chair with a belly full of hot dogs).”

Um, okay. These are also funny captions.

But it’s hard to know if they go with actual photos that were posted on July 4, 2024, without using Google Images to conduct a series of relevant searches. And that still doesn’t give me permission to use them even if they do exist.

[Note, these responses were generated a few days before Google announced their support for labelling AI-generated images.]

Claude Output

Then, I asked Claude 3.5 Sonnet to “write short captions for the funniest photos from the 2024 Nathan’s Hot Dog Eating Contest.” Here’s what it replied:

“I apologize, but I don't have access to specific photos from the 2024 Nathan's Hot Dog Eating Contest, as my knowledge cutoff is in April 2024. Additionally, I can't generate, produce, edit, manipulate or create images.”

 “However, I can suggest some hypothetical humorous captions that might be appropriate for funny moments at a hot dog eating contest:”

"When the hot dogs fight back"
"Regretting that 50th hot dog"
"Mid-contest nap: Expert level achieved"
"Ketchup everywhere... except on the hot dogs"
"When you realize it's only been 2 minutes"
"The face of a champion... or indigestion"
"Spectators' faces: Equal parts horror and awe"
"When the bun-to-dog ratio is all wrong"
"Competitive eating: Where table manners go to die"
"That moment you question all your life choices"

 
“Remember, these are fictional captions for imaginary photos. For accurate information about the 2024 contest, you'd need to check official sources or news reports from after the event.”

Once again, Claude gets high marks for being honest about its limitations.

But unless I want to select some of these hypothetical humorous captions and use them as prompts in Adobe Firefly, then I need to use one of the other options.

Write A 400-Word Blog Post About The Top Omni Channel Retailing Trends Of 2024

For my third test, I used SparkToro to research the audience of 5,000 to 6,000 people who search for the keyword [customer retention] each month.

I used SparkToro’s trending keywords feature to analyze the search terms that have risen in popularity among searchers for “customer retention” over the last quarter.

Then, I selected the trending keyword, “omni channel retailing trends,” for this test.

ChatGPT Output

When I asked Write For Me to “write a 400-word blog post about the top omni channel retailing trends of 2024,” here’s what this generative AI tool produced:

Top Omnichannel Retailing Trends of 2024

 “As we move into 2024, the landscape of retail continues to evolve rapidly, driven by technological advancements and changing consumer expectations. Omnichannel retailing, which integrates various shopping channels into a seamless customer experience, remains at the forefront of this evolution. Here are the top omnichannel retailing trends to watch out for in 2024.”
 
1. Enhanced Personalization Through AI and Data Analytics
“In 2024, personalization goes beyond just using the customer’s name in emails. Retailers are leveraging advanced AI and data analytics to offer hyper-personalized shopping experiences. By analyzing consumer behavior, preferences, and purchase history, retailers can tailor recommendations, promotions, and content to individual customers. This level of personalization enhances customer satisfaction and increases conversion rates.”
 
2. Seamless Integration of Physical and Digital Channels 
“The line between online and offline shopping continues to blur. In 2024, more retailers are perfecting the integration of physical and digital channels. Innovations like in-store augmented reality (AR) mirrors, smart fitting rooms, and mobile app functionalities that enhance in-store experiences are becoming standard. Additionally, services like click-and-collect and in-store returns for online purchases are expected to become more streamlined and widespread.”
 
3. Expansion of Mobile Commerce (M-Commerce) 
“Mobile commerce continues to grow as consumers increasingly use their smartphones for shopping. Retailers are optimizing their mobile websites and apps to provide faster, more intuitive, and secure shopping experiences. Features like one-click purchasing, mobile wallets, and personalized push notifications are becoming essential components of mobile strategies.”

 4. Social Commerce Revolution 
“Social media platforms are transforming into powerful retail channels. In 2024, social commerce, where shopping experiences are embedded within social media, is set to explode. Platforms like Instagram, Facebook, and TikTok are enhancing their shopping functionalities, allowing users to discover, browse, and purchase products without leaving the app. Influencer marketing and user-generated content continue to drive this trend, making social media a critical part of omnichannel strategies.”
 
5. Sustainable and Ethical Retailing
“Consumers are increasingly demanding sustainability and transparency from the brands they support. In response, retailers are incorporating sustainable practices and ethical sourcing into their omnichannel strategies. This includes offering eco-friendly products, reducing packaging waste, and providing transparency about product origins and manufacturing processes. Brands that can effectively communicate their sustainability efforts through all channels will gain a competitive edge.”
 
6. Voice Commerce and Conversational AI 
“Voice-activated shopping and conversational AI are becoming more prevalent. With the rise of smart speakers and virtual assistants, consumers are using voice commands to search for products, place orders, and track deliveries. Retailers are integrating voice commerce capabilities into their omnichannel strategies to enhance convenience and improve customer engagement.”
 
Conclusion 
“In 2024, the retail industry is embracing these omnichannel trends to create more cohesive and engaging shopping experiences. By focusing on personalization, integrating physical and digital channels, leveraging mobile and social commerce, prioritizing sustainability, and adopting voice commerce, retailers can stay ahead in a competitive market. These trends highlight the importance of flexibility and innovation in meeting the evolving needs of modern consumers.”

Um, okay. This is 498 words long. This content seems designed for publication at the beginning of the year.

The blog post is missing citations from reliable sources, credible quotes, and relevant statistics, as Roger Montti’s article, “Researchers Discover How To SEO For AI Search,” noted back on Dec. 18, 2023.

So, it’s not as bad as a first draft. But I would hope that writers would learn by using this custom version of ChatGPT that they need to craft something a little bit better.

Gemini Output

Next, I asked Gemini to tackle the same assignment. Here’s what this generative AI tool produced:

The Future of Shopping: Top Omnichannel Retail Trends in 2024
 
“The retail landscape is ever-evolving, and 2024 is no exception. Consumers today expect a seamless shopping experience, regardless of whether they're browsing online, visiting a physical store, or interacting with a brand on social media. This is where omnichannel retail thrives. By creating a unified experience across all touchpoints, retailers can build stronger customer loyalty and drive sales.”
 
“Let's delve into the top omnichannel retail trends shaping the industry in 2024:”

 1. The Rise of the Data-Driven Experience:
 “With the demise of third-party cookies, retailers are focusing on collecting and utilizing first-party customer data. This data allows for real-time personalization across all channels. Imagine receiving targeted email promotions based on your recent in-store purchases, or seeing personalized product recommendations on a brand's app. Advanced analytics will not only personalize marketing efforts but also optimize search functionalities and product merchandising on e-commerce platforms.”

 2. AI Takes Center Stage: 
“Artificial intelligence (AI) is rapidly transforming the retail experience. AI-powered chatbots can answer customer queries 24/7, recommend products based on browsing history, and even assist with in-store tasks. Generative AI can create personalized marketing content at scale, while AI-driven sales automation streamlines processes for both retailers and customers.”
 
3. The Blur Between Physical and Digital: 
“The lines between online and offline shopping are continuing to blur. We're seeing a rise in ‘phygital’ experiences, such as augmented reality (AR) apps that allow customers to virtually try on clothes or visualize furniture in their homes. In-store kiosks can facilitate online purchases and allow for easy returns or exchanges. Additionally, ‘showrooming,’ where customers browse in-store and then purchase online, necessitates seamless product availability and pricing across channels.”
 
4. Social Commerce Takes Off: 
“Social media platforms are no longer just for browsing; they're becoming powerful shopping destinations. ‘Live shopping’ experiences with influencers showcasing products are gaining traction, while social media platforms are integrating smoother buying functionalities within their apps. User-generated content and social proof will continue to influence purchasing decisions, making social media a crucial touchpoint in the omnichannel journey.”

 5. Personalization Beyond Products: 
“The future of omnichannel retail goes beyond just product recommendations. Retailers are focusing on creating personalized experiences that cater to individual customer preferences. This could involve offering flexible delivery options, loyalty programs with tiered benefits, or the ability to curate in-store shopping experiences through appointments or personalized product selections.”

Conclusion: 
“In today's competitive retail environment, omnichannel isn't just a trend; it's a necessity. By embracing these trends and prioritizing a data-driven, personalized approach, retailers can not only survive but thrive in the ever-evolving landscape of commerce.”

Well, the headline is better and it’s 433 words long, which is closer to what I’d asked for. But this blog post is also missing citations from reliable sources, credible quotes, and relevant statistics.

So, I hope writers would learn the same lesson by using Gemini that they learned using a custom version of ChatGPT: It’s not bad, but a human with experience and expertise can do better.

Claude Output

Finally, I asked Claude 3.5 Sonnet to “write a 400-word blog post about the top omni channel retailing trends of 2024.” Here’s what this generative AI tool produced:

Top Omnichannel Retailing Trends Shaping 2024
 
“As we navigate through 2024, the retail landscape continues to evolve rapidly. Omnichannel strategies have become more crucial than ever, with consumers expecting seamless experiences across all touchpoints. Let's explore the key trends defining omnichannel retailing this year.”
 
1. AI-Powered Personalization: “Artificial intelligence is revolutionizing how retailers understand and cater to individual customer preferences. In 2024, we're seeing more sophisticated AI algorithms that analyze customer data across channels to deliver hyper-personalized recommendations, offers, and experiences.”
 
2. Augmented Reality Integration: “AR is bridging the gap between online and offline shopping. Retailers are leveraging AR technology to allow customers to virtually try on clothes, visualize furniture in their homes, or explore products in detail before making a purchase decision.”
 
3. Social Commerce Acceleration: “Social media platforms are increasingly becoming direct sales channels. Retailers are optimizing their presence on platforms like Instagram, TikTok, and Pinterest, enabling in-app purchases and creating shoppable content that seamlessly integrates with users' social experiences.”
 
4. Sustainable and Ethical Omnichannel Practices: “Consumers are more environmentally conscious than ever. Retailers are responding by implementing sustainable practices across their omnichannel operations, from eco-friendly packaging to transparent supply chains and ethical sourcing information available across all channels.”
 
5. Voice Commerce Integration: “With the growing adoption of smart speakers and voice assistants, retailers are optimizing their digital presence for voice search and enabling voice-activated purchases, adding another dimension to the omnichannel experience.”
 
6. Phygital Experiences: “The blend of physical and digital experiences, or ‘phygital,’ is gaining traction. Retailers are creating innovative in-store digital touchpoints and bringing elements of the physical store experience to online platforms.”
 
7. Unified Customer Data Platforms: “Retailers are investing in advanced customer data platforms that consolidate information from all channels, providing a single view of the customer and enabling more cohesive marketing and service strategies.”

8. Flexible Fulfillment Options: “The line between online and offline continues to blur with the expansion of services like buy online, pick up in-store (BOPIS), curbside pickup, and same-day delivery. Retailers are optimizing their logistics to offer customers maximum flexibility.”

9. Subscription-Based Models: “More retailers are incorporating subscription services into their omnichannel strategies, providing regular product deliveries or exclusive access to content and experiences across multiple platforms.”
 
10. Advanced Analytics for Real-Time Insights: “Retailers are leveraging advanced analytics tools to gain real-time insights into customer behavior across channels, allowing for quick adjustments to inventory, pricing, and marketing strategies.”
 
“As these trends show, the future of retail lies in creating cohesive, customer-centric experiences that seamlessly blend online and offline touchpoints. Retailers who successfully adapt to these omnichannel trends will be well-positioned to thrive in the dynamic retail environment of 2024 and beyond.”

Claude’s content is 443 words long, which is longer than Gemini’s, but shorter than the custom version of ChatGPT. And Claude generated 10 trends, while ChatGPT generated six, and Gemini generated five.

But just like the other generative AI tools, Claude’s blog post is missing citations from reliable sources, credible quotes, and relevant statistics.

So, Claude is also good at creating a rough draft. But I’d hope that writers would learn by using ChatGPT, Gemini, and Claude that they shouldn’t become a tool of their tools.

AI Is Not Going To Take Your Job

A year ago, Jensen Huang, the founder, president, and CEO of Nvidia, said,

“AI is not going to take your job. The person who uses AI is going to take your job.”

Well, a year later, we’ve learned by comparing the content output generated by ChatGPT, Gemini, and Claude that it’s still smarter to use generative AI tools to brainstorm or create a good first draft.

Then, use your experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) to add emotionally engaging videos, eye-catching photos, citations from reliable sources, credible quotes, and relevant statistics to your content.

Why? Because this is the best way to provide substantial value when compared to other pages in search results.

More resources:  


Featured Image: jomel alos/Shutterstock

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