Connect with us
Cloak And Track Your Affiliate Links With Our User-Friendly Link Cloaking Tool, Try It Free

SEO

Here’s the Only SEO Guarantee That’s Not a Scam

Published

on

Here’s the Only SEO Guarantee That’s Not a Scam

SEO guarantees are one of the biggest tools agency sales teams use to turn prospects into clients. But they can often be scams or promise results that are achieved unethically.

For instance, here’s a popular SEO guarantee: 

And another possibly too-good-to-be-true guarantee: 

Example of an SEO performance guarantee  offering first page ranking in 90 days or you don't pay.Example of an SEO performance guarantee  offering first page ranking in 90 days or you don't pay.

Not to mention this oh-so-safe and completely risk-free guarantee offering a “huge amount” of “naturel” backlinks 🙄 

Example of an SEO guarantee for first position rankings in 30 days through backlink services.Example of an SEO guarantee for first position rankings in 30 days through backlink services.

Sarcasm aside, I get it. 

As a business owner, guarantees like this offer peace of mind that your limited marketing budget won’t be wasted. So, here’s everything you need to know to avoid the risky types of SEO guarantees that are nothing more than thinly veiled scams. 

I’ll also share the only type of SEO performance guarantee that’s not a scam so keep your eyes peeled. 

In fact, it’s the only lawyer-approved SEO guarantee I’ve ever come across.

Although there is at least one legitimate option for guaranteed SEO services (that we share below), you really should avoid most like the plague. Here are four reasons why. 

1. Rankings cannot be guaranteed, under any circumstances

If this article had a catchphrase it would be “what cannot be controlled, cannot be guaranteed.” 

With paid ads, you can spend more to bump your ad to the top of search results instantly. But, SEO rankings are earned, usually over a long period of time. 

They are 100% at the discretion of the search engine and no SEO provider can predictably manipulate these. Nor can you throw more money at the problem. SEO simply doesn’t work this way. 

Google warns business owners about this: 

Google's advice to business owners confirming SEO rankings cannot be guaranteed.Google's advice to business owners confirming SEO rankings cannot be guaranteed.

Anyone who guarantees rankings is, at best, over-confident in their ability or, at worst, straight-up lying to you. 

2. Fast results often mean dangerous or unethical tactics are used

There are no shortcuts to earning SEO results legitimately. SEO is, and has always been, a long-term growth channel that compounds over time. 

The most common way people earn short-term results is by using black hat SEO tactics. 

These tactics are aimed at manipulating search algorithms to rank content higher. They also often violate search engine policies and can lead to penalties or your site being blacklisted altogether. 

In my opinion, business owners who try to minimize their financial risk by using a low-cost, guaranteed SEO service are exposing themselves to far greater risks. Fear of losing money in the short term is a short-sighted way to think about SEO. 

For instance, what’s worse? 

Scenario A (no SEO guarantee)
You invest in an SEO service without a guarantee. The campaign runs at a loss initially since you don’t start seeing results until month 6. But by month 12, you’ve made your money back and also received a decent return.

Scenario B (with a guarantee)
You invest in an SEO service with a guarantee that you’ll rank on page 1 in 30 days, or you get your money back. Within 30 days you rank on the first page of Google for some keywords (i.e., the guarantee is met). But, a few months later your site is penalized, and you lose all your SEO performance.

Obviously, the answer is scenario B. 

For example, here’s a site that has experienced multiple traffic losses until it was eventually penalized in early 2024. It will be very difficult for this site to overcome the penalty and grow. 

The performance graph of a penalized website in Ahrefs Site Explorer.The performance graph of a penalized website in Ahrefs Site Explorer.

Most business owners don’t think this far ahead when shopping for SEO so they often pass up the agencies that deliver results similar to scenario A. 

In scenario B, since the guarantee has technically been met, there’s no chance you’ll be getting your money back or growing your business. It’s also likely that you need to invest in rebuilding your website on a new domain that has not been penalized by search engines. 

So when you hear about guaranteed SEO results being scams, this is why. 

Learning how a service provider delivers their service can save you from far bigger risks and greater financial losses in the long run. 

3. Guaranteed SEO results probably won’t deliver a return on investment

SEO, just like any other marketing channel, needs to provide a return on investment (ROI) to be effective. You put money in, and you’re supposed to get more money out when it’s done right. 

While guaranteed SEO results sound great in theory, when you dig a little deeper it’s often the case that these results are based on: 

  • Keywords unrelated to your business
  • Keywords with very little to no search volume
  • Keywords with informational search intent (that won’t deliver leads)

In short, the types of keyword rankings that are guaranteed usually won’t lead to more conversions, can diminish your quality of leads, and won’t deliver an ROI. 

The keywords that do grow your business are often more competitive and take longer to rank for. There’s simply no way to shortcut the process, so performance for these keywords likely won’t be guaranteed. 

Another consideration is that most SEO guarantees only focus on vanity metrics. Vanity metrics sound good on paper, but they don’t grow your business or allow you to make better decisions. 

Rankings won’t feed your family. Neither will traffic. 

So, if you’re considering using a guaranteed SEO service provider because you think it’s the best way to see a return on investment, think again if they only guarantee vanity metrics. 

4. Initial results do not guarantee continued success

SEO is not a cheap service. 

Most business owners don’t even consider the biggest risk (until it’s too late): the financial implications of signing a long-term contract based on a short-term guarantee. 

I’ve seen a lot go wrong in this scenario. 

For instance, let’s say you sign a 12-month contract with a guarantee like “first page rankings in 30 days or you get your money back.” 

If your service provider ranks your website for a single keyword, any keyword, on the first page of Google they’ve technically met the guarantee. And it doesn’t even matter how long your site holds this position. For instance, this page ranked on the first page of Google results for less than a day: 

Example of a webpage ranking on the first page of Google results for less than one day.Example of a webpage ranking on the first page of Google results for less than one day.

It also doesn’t matter what happens after the 31st day. The guarantee doesn’t cover you for any of the following after it’s been met: 

  • Performance plateau
  • Performance losses
  • Site penalties

You might even pay for the remaining eleven months without the service provider completing further work on your website. 

An extreme example of how things can go wrong is the website conch-house.com. This website scraped content from Amazon and published 6,000 posts a day. It was doing shady things to begin with. But, in the space of two months, it grew to over 6 million monthly users and just under $20,000 in revenue per day.

And during its third month in this peak performance period, it was penalized and blacklisted by Google. 

Here’s what the traffic graph looked like: 

Conch-House.com's SEO performance graph from Ahrefs' Site Explorer.Conch-House.com's SEO performance graph from Ahrefs' Site Explorer.

Hypothetically, the results of this website would have met most SEO guarantees like: 

  • Rank #1 in 90 days or less
  • First-page in 30 days, guarantees
  • Explode your traffic in 60 days

It’s too bad it couldn’t sustain its performance in the long run due to the spammy tactics it used to grow. 

TL;DR

Don’t sign a long-term contract on a short-term guarantee. There are too many loopholes and technicalities that aren’t in the favor of business owners. 

If you choose an SEO provider that uses unethical tactics to grow your website quickly, you can also be exposed to far greater risks that completely sacrifice your future performance. 

There’s only one type of SEO guarantee I’ve seen that’s legally sound and not a scam. I may be biased here because my lawyer drafted it for my consultancy. 

As a service provider, I wanted to offer a “peace of mind guarantee” to my clients. But it’s difficult to do that ethically and with full transparency. 

Here’s an example of what we settled on: 

Example of a legitimate SEO performance guarantee written by a lawyer as part of a terms of service contract.Example of a legitimate SEO performance guarantee written by a lawyer as part of a terms of service contract.

What does this type of guarantee offer that most others don’t?

  • It holds the service provider accountable for delivering relevant results, or they work for free.
  • It has long-term performance baked into it.
  • It considers all metrics that indicate SEO performance, including organic revenue.
  • It specifically excludes granular results based on vanity metrics.
  • It clearly and transparently communicates what is and what isn’t covered.
  • It isn’t based on loopholes or rankings for specific keywords with no business value.
  • It has been written and approved by an SEO-savvy lawyer.

My favorite part is that it doesn’t assume that a service provider can control specific SEO results. 

Rather, it implicitly acknowledges that rankings and organic traffic improvements will be byproducts of the services—as they should be. 

Legitimate and trustworthy SEO service providers have the ability to take your business’ growth to the next level. Here’s what to look for when choosing a trustworthy SEO provider. 

They focus on growing your business

A good SEO provider will align their strategies with your core business goals and measure SEO success according to the metrics that matter to you. These can include:

  • Conversions
  • Leads
  • Sales
  • Revenue
  • Profit
  • ROI

Unlike rankings and traffic, these are not vanity metrics. 

They have a track record of delivering long-term results

A track record of success is often more important than a guarantee. An agency with many case studies of successful results or testimonials from happy clients is often more trustworthy than one offering a guarantee. 

In particular, when evaluating an SEO provider’s results, look for: 

  • The number of success stories: More is obviously better!
  • Long-term projects spanning multiple years: This is a great indicator of client happiness.
  • Proof of ROI, revenue, or sales increases: Look for results that aren’t just vanity metrics.
  • The average length of time until ROI was earned: Get a realistic sense of how long results take to achieve.
  • Services they included: Get a feel for what’s included in their services and their methodology.

I also recommend going deeper than face value by verifying the performance claims in third party tools. For example, you can use Ahrefs’ Site Explorer to verify: 

  • Organic traffic growth
  • Traffic value growth
  • Backlink growth
  • Keyword ranking improvements
  • Improved keyword breadth

You can also use more specific reports like Top Pages to check improvement over a specific period of time. For example, here’s a project where there’s a clear correlation between the addition of more content and organic traffic growth: 

A correlation between the number of new pages published and improvements in organic traffic as displayed in Ahrefs' Top Pages report.A correlation between the number of new pages published and improvements in organic traffic as displayed in Ahrefs' Top Pages report.

So if you’re reading a case study that mentions content creation, this is the graph you need to see to verify the performance claim is true. 

They are transparent about what they do and how they’ll do it

It pays to educate yourself on black hat SEO tactics to avoid.

When chatting with SEO providers about how they approach their SEO services, pay attention to whether they mention things that sound spammy, like: 

  • Building a huge amount of links
  • Having a network of blogs they can guest post on
  • Creating a very large volume of posts in a short time frame
  • Manipulating traffic signals to your content 

Instead, choose an agency or service provider that uses a white hat approach. Check out our guide on white hat SEO to learn how to rank without breaking Google’s rules. 

However, going beyond this, the best agencies will also offer clarity on monthly deliverables for things like the hours worked on a campaign, specific tasks completed, quality delivered, or their efficiency. 

These things are all 100% within the SEO provider’s control and are also safer elements to include in a guarantee. 

They track and report on performance regularly

Accountability is an essential part of any service. Many SEO agencies and service providers do not hold themselves accountable for delivering long-term results. 

I recommend asking how often you’ll be receiving performance updates and reports. Some agencies have dashboards they can give you access to so you can check progress at any time. Others will hop on a call with you monthly or quarterly to discuss how things are going. 

The most important thing here is that your SEO service provider reports on what you care about. Make sure they consider the actual growth impact they’re having on your business, not just the vanity metrics. 

For example, my favorite metrics to report on in client meetings are ROI or organic revenue (if the tracking and attribution are properly set up). 

Month SEO Spend Organic Revenue SEO ROI % SEO ROI $
Jan $5,375 $114,257 2126% $21.26
Feb $5,375 $344,430 6408% $64.08
Mar $5,375 $425,632 7919% $79.19

These metrics show my clients how much money they’ve made for every dollar invested in my service. 

As long as these numbers go up, there’s no need to worry about the minutiae of how many keywords you’re ranking for or which keywords changed rankings. That’s all a distraction from what matters most: growing your bottom line. 

Note that as a business owner, you’ll need to share sales data with your SEO service provider if you want them to report on organic revenue and ROI. If you do not provide this data, the best they can report on is the metrics available in SEO tools like Ahrefs. 

In particular, the “organic value” metric is used by many agencies to substitute ROI as it quantifies the dollar value of your SEO traffic. 

Ahrefs' organic traffic value metric.Ahrefs' organic traffic value metric.

Don’t be swindled: Track your SEO results for free with Ahrefs

Tracking your SEO performance can help expose SEO providers who may be trying to pull the wool over your eyes. 

Whether you want to track the performance you were guaranteed or just keep tabs on general SEO visibility, Ahrefs Webmaster Tools can help. It’s a free tool allowing you to track:

  • Technical fixes made 
  • Backlink growth
  • Keyword performance
  • Overall SEO growth

If you have any questions about SEO performance guarantees or how to avoid SEO scams, reach out to me on LinkedIn.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

SEO

12 SEO Meetups You Should Have On Your Radar

Published

on

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.



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SEO

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

Published

on

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.



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SEO

Trending Content Output Compared in ChatGPT, Gemini & Claude

Published

on

By

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

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending