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How to Start an E-commerce Business (9 Steps to Success)

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How to Start an E-commerce Business (9 Steps to Success)

All-in-one platforms (think Shopify) have made it all too easy for anyone and their grandmother to set up shop quickly.

Hear me out. There is a big difference between setting up an online store and launching a successful e-commerce business.

To be successful, you’ll need to research and develop a competitive product and create a professional website with fast shipping and helpful customer service—all while building a memorable brand.

I don’t want to discourage you with an extensive task list; that’s not what this is about.

We’re here to help you succeed. In this article, you’ll find nine steps to start your e-commerce business on the right foot.

1. Research the viability of your vision

Before you start building anything, you’ll want to research the viability of your vision.

Do search query trends support that this product or store is something people want? What will your market position be, and can it be profitable?

Search query trends: Is this something people want?

You can get an idea of the level of interest using Google Trends and a good keyword research tool.

Google Trends is an online search tool that maps the popularity of broad queries in Google Search across various regions and languages over time.

For example, say I’m interested in starting a children’s gift shop. Google Trends shows that searches for kids’ board games have declined for a few years—especially around the holiday season.

Search trend for "board games for kids"

However, searches for wooden toys seem consistent.

Search trend for "wooden toys"

Based on this, wooden toys may be a better product niche than board games.

A keyword research tool is also helpful in the research phase. Ahrefs’ Keywords Explorer, for example, lets you see more details like related search queries and competitive metrics.

Continuing with the wooden toy shop example, Keywords Explorer tells me that a related search query, “wooden stacking toys,” has, on average, 500 monthly searches. And the trend line is increasing.

Ahrefs' Keyword Explorer results for "wooden stacking toys"

I would also likely need very few to no backlinks to rank in the top 10 based on the low Keyword Difficulty (KD) score.

We can confirm that in the SERP overview where we see that smaller niche e-commerce sites are ranking in the top 10, along with the giants like Target and Amazon:

SERP overview for "wooden stacking toys"

Based on this, it seems wooden stacking toys are an emerging trend that is not too competitive yet.

Customer research: What will your market position be?

In addition to what people are interested in, you need to learn why they buy and what they want to see improved.

To understand why people buy, join industry forums, read reviews on similar products, and collect feedback directly from potential buyers with surveys and polls.

Collecting feedback from your audience will help inform and build your brand’s market position.

Continue listening as your product rolls out. Staying in touch with your customer base is essential to successful brands.

Pricing research: How much are they willing to pay?

Pricing touches everything from your business finances to your product’s positioning in the market.

All pricing strategies have an underlying formula involving costs (the amount you spend), profit margin (money left after costs), and markup (what you add to the cost of production).

Try the cost-plus pricing method if you need a relatively quick and straightforward way to set a starting price.

This is easy. To set your first price, add up all the costs involved in bringing your product to market and then add your profit margin on top of those costs.

Cost-plus pricing method

Compare this selling price to what competitors are charging and explore historical price patterns. Or, to put it simply, get to know what your customer base is willing to spend.

2. Find the right source for the product(s)

Once you’ve figured out what products you want to sell, the next step is to find who will make them.

You may create handmade products, work with a manufacturer, or resell existing products.

Below is a brief overview of the pros and cons of different sourcing options.

Creating handmade products

Handmade products are perceived as high quality, so this option allows sellers to charge a premium price.

You will have the most control over design and quality because you create the product in small batches.

The trouble with making everything by hand is that it’s hard to scale. There are only so many widgets one person can make in a day.

Working with a manufacturer to build products

Working with a manufacturer will solve the growth problem, but it’s time intensive and expensive.

You will look for a manufacturer, then work with them to build prototypes to your specifications and, finally, place your first order—in bulk.

Wix has a good guide on how to find a manufacturer that includes a few U.S. directories and overseas directories.

Just be careful not to jump at the first manufacturing opportunity that matches your budget. Take your time to get to know their service quality (and legitimacy). Ask if you can review their license, whether there’s a minimum order quantity, and the average turnaround time.

Reselling existing products through a supplier

Many people choose to enter the e-commerce space by reselling existing products because it is easy to scale and does not require high upfront costs.

The process is fairly simple. You find vendors through online directories, order products, and ship them to your storage location or directly to customers (aka dropshipping).

Get started by browsing online directories, asking for wholesale referrals from within your network, or partnering with well-known sites like AliExpress or Faire.

While reselling has the least startup hurdles, keep in mind that you will not have a unique product or control over quality and may run into supply chain issues.

3. Coin a name and make the business legit

Once you have a strong plan for your e-commerce business, it’s time to choose a name and fill out all the legal forms to make it legit.

When choosing a name for your company, you’ll want something that speaks to the product you sell and your target market. After all, you want your brand to be memorable so customers can easily find you when they’re ready to purchase.

Once you have a name in mind, check that another business hasn’t already taken it or the domain name. If the domain is registered, try a few variations before hitting the proverbial drawing board again.

Here is what the business name lookup in my state looks like:

Washington state business name lookup

Then on a national level, this is what the Trademark Electronic Search System (TESS) looks like.

TESS business name lookup

And finally, you can do a quick check for domain availability through your hosting provider of choice.

Domain name availability check

Last but certainly not least is ensuring you comply with local laws and regulations. This includes choosing your business’s legal structure and filing for necessary patents and trademarks.

Trying to decipher all the legal stuff can feel daunting. Thankfully, there are multiple online legal service providers to help make the legal process as easy as possible.

4. Choose an e-commerce platform to create a website

Now that you’ve legally started your e-commerce business, it’s time to create your website.

The actual building of your site will take place on an e-commerce platform, and there are many to choose from.

Changing platforms down the road gets really complicated, so it is in your best interest to choose a platform that is easy for you to manage and accommodates most SEO requirements.

Organic traffic from search engines could potentially be your biggest traffic source, so you shouldn’t neglect this aspect.

To stay as neutral as possible, we’ve listed the most popular e-commerce platforms, according to market share:

WooCommerce

WooCommerce is the most popular e-commerce platform, with a market share of 36.68% worldwide.

It is free to download (which likely has something to do with its widespread use), open-source, and has many useful plugins that give you complete control over your SEO settings.

If you already have a WordPress site and have the technical chops to use the advanced features, WooCommerce is the best option.

Squarespace

Squarespace online stores ranked second, with a market share of 14.49% in 2022.

Years ago, trying to optimize a Squarespace site for search was really frustrating. I felt like my hands were tied. Yet, I was still able to hit that $1M in sales benchmark despite the minimal SEO capabilities.

A lot has changed since then, and I would recommend Squarespace to the non-techy crowd because of the drag-and-drop web builder and easy-to-use on-page SEO tab.

Shopify

Shopify was the third-largest e-commerce platform in 2022, with 10%.

The hosting, website builder, payment gateway, order tracking, and marketing tools are all included, with no complex installation process or wait time.

If you don’t already have a strong preference, go with Shopify. It isn’t perfect, but it’s the best out-of-the-box solution for most people in terms of its features and management.

Wix

Wix was the fourth-largest e-commerce platform in 2022, at 6.44%.

Like Squarespace, Wix offers a user-friendly interface and templates to create a professional website with little tech experience.

While Wix has been adding a ton of SEO functionality, some important cons remain, like weird link structure and code bloat. That’s not ideal because speed matters in SEO and conversion rate optimization. Unfortunately, Wix’s server response time could be better.

5. Set up a payment gateway to authorize transactions

Your e-commerce website isn’t complete until you’ve set up a payment gateway so customers can pay for the products they want to purchase.

Payment gateways refer to the technology that helps sellers receive customer payments.

When choosing a payment processor for your online store, think about the volume and value of your transactions.

For example, suppose you have a lot of high-value transactions. In that case, using a payment processor that charges a set monthly fee and a low transaction fee makes sense.

Below, we have listed the most common payment processors by market share:

PayPal

PayPal is the most popular payment gateway, holding 42.83% of the market. It supports Visa, Mastercard, American Express, Citibank, and more.

Data suggests that PayPal-enabled checkouts convert at 88.7%, and 52% of mobile customers will likely make additional online purchases if they see PayPal as a payment option.

Stripe

If you’re looking for a payment gateway that supports multiple currencies and integrates well with WooCommerce, Stripe is a great option. It’s available in more than 25 countries and has a market share of 18.65%.

Shopify Pay Installments

Shopify Pay Installments is the third-largest payment processor. It is unique because it allows customers to pay for orders in four interest-free installments. It’s available in 22 countries at the time of publication.

Multiple payment options effectively increase sales because you extend your reach to every potential customer.

Amazon

Amazon Pay is the fourth-largest payment processor, at 5.04%.

Amazon Pay allows customers to use their Amazon account information to make online purchases on your e-commerce store.

The benefit of using Amazon Pay is that it increases customer trust, confidence, and conversion rates.

6. Choose a shipping method to send products to customers

Just as you need a payment processor to accept payments, you also need a shipping system to send products to your customers.

Will you maintain inventory, pack and ship orders “in-house,” or outsource shipping to a third-party provider?

Amazon has changed customer expectations regarding shipping. Because of this, offering fast, affordable (even free) shipping options can help reduce shopping cart abandonment and increase conversions.

Free shipping may sound like it only benefits the customer, but it can be a win-win solution for both parties.

For example, you could offer free shipping on orders over a certain amount. By doing so, you are meeting the customers’ expectations of free shipping and increasing the average order total.

And remember to consider free return shipping. Returns play a significant role in gaining new customers. Over 70% of surveyed consumers agree that the returns experience plays an important role in customer loyalty.

7. Hire customer service to answer questions and concerns

Launching your website is only the beginning. Once your online store is live, you’ll need excellent customer service to help your customers with questions and to ensure they are happy with their purchases.

In the beginning, have a key staff member, such as yourself or a marketing director, act as lead for all customer inquiries.

This direct contact with your audiences provides valuable insights into areas of growth and product design.

Once it becomes too much for one person, this work can be delegated to a part-time or full-time customer service rep.

How to best serve your customer base is going to vary; below are a few customer service touchpoints to consider:

Live chat

Customers crave instant gratification. If they have a question, they want an answer ASAP.

If you can’t help them immediately, you risk losing them to a competitor that’s only one click away.

Since 83% of online shoppers need assistance completing an order, live chat (with real people, not bots) is a must-have.

Social media

A study by Bain & Company found companies that responded to customer service requests on social media gained 20% to 40% more sales from those customers.

You can set up alerts to let you know when your business is being discussed, answer user questions, give updates on new products, and resolve any issues they may have.

Email

When an issue or question arises, the majority of people (62%) prefer to contact a company for customer service via email over any other channel, according to research.

That’s right. Email beats out live chat (23%) and social messaging sites (21%) regarding customer service preferences.

The lesson here is not to “deprioritize” email in favor of new technology, but to keep multiple communication channels in a unified system so customer inquiries can be quickly resolved.

8. Market your e-commerce business

Passion, a unique product, and a beautiful website aren’t enough to get customers to notice you (unfortunately).

You’ll need to invest time and money into a combination of SEO, ads, social, video marketing, and more.

We spoke to the consultant of an eight-figure e-commerce business (ButcherBox) who shared six proven e-commerce marketing strategies just for you.

Below is a quick summary of ways to market your online shop:

Search engine optimization (SEO)

SEO helps you rank higher in the search results for relevant search queries. It generally involves keyword research, content creation, link building, and technical improvements.

E-commerce SEO ups the ante, though. There are a lot of specifics you’ll have to deal with, but we have your back with our beginner’s guide to e-commerce SEO.

Online advertising

Online advertising is any time you place an ad on Google, Facebook, Instagram, etc., whether it’s pay-per-click, pay-per-impression, or something else.

Ads are effective because brands can target the ad’s message to specific users, including how close the person is to buying the product.

Take Vuori (performance apparel brand), for example; the DTC brand grew to an unprecedented $4 billion valuation in just six years.

Founder Joe Kudla credits online advertising as the reason the brand made it from its humble beginnings.

And quite honestly, if we hadn’t leaned into that (direct marketing) so heavily, we probably wouldn’t have made it.

Vuori used a combination of Google Merchant Center and Facebook dynamic ads, Facebook-sponsored posts, and lookalike audiences built off its mailing list. It paid close attention to cost per acquisition to evaluate what was working.

Social media marketing

With a new business, you’ll be juggling a lot—so choose one social media platform to focus on. Ideally, one that balances where your audience hangs out with a medium you feel comfortable working with.

For example, if you love creating flat lays or product photography, Instagram or Pinterest will serve you well.

If you are extroverted and love to be in front of the camera, you’ll shine on TikTok or YouTube.

The key is consistency. Refrain from spreading yourself too thin by trying to grow all your social media profiles. Focus on complementing your natural talents, so you’ll keep it up.

Learn more: Find Influencers: 6 Easy Steps to Choose the Right Ones

Video marketing

Video marketing works well for e-commerce because it shows how your products are used and how they can benefit the customer.

Many video marketing platforms let you sell directly through the app, like YouTube, Facebook Live, and Instagram Stories.

While resource-intensive, video is not a channel to sleep on. A recent study found that 73% of respondents preferred watching a short video to learn about a product or service.

And Google knows it.

During an episode of the “Search Off the Record” podcast, Google Product Manager Danielle Marshak said, “We think this kind of content (video) could be useful for a lot of different types of search queries, and we’ve been experimenting with how to show it to users more often.”

Videos are already rising in prominence on Google, appearing in the main search results page, video search results, Google Images, and Discover.

Taking the Vuori example from above. Over 1,200 of the keywords it ranks for in Google also trigger video results in the SERP:

Filtering for organic keywords that trigger video results in Ahrefs' Site Explorer

Considering Ahrefs’ YouTube channel has over 360,000 subscribers and 14 million views, it’s safe to say we know a thing or two about video marketing. Read our beginner’s guide to video marketing to get started.

Email marketing

Promotional emails—love or hate them, they are a great way to grow your retail business.

This is because traffic from your email list isn’t the fleeting kind you often get from social media posts or paid ads. It brings people who have engaged with you already back to your site.

It’s like the flyer in your mailbox at home vs. the billboard on the highway.

Get the inside scoop from a marketer that has grown multiple email lists in the tens of thousands in this guide to growing an email list.

9. Analyze your results to inform marketing strategy

As you receive orders, track which marketing tactics are working and which aren’t.

As time progresses, you’ll be able to adjust and change your marketing strategy to find what works best for your business.

A few metrics I keep an eye on for optimizing e-commerce marketing strategies are:

  • Buy-to-detail rates (purchases divided by the number of product views).
  • Average order value.
  • Customer lifetime value.
  • The number of returns or refunds (by marketing campaign).

Regularly analyzing your results can identify areas that need improvement, so you can make changes to grow your business.

Learn how to measure customer lifetime value and other essential marketing KPIs in our list of marketing KPIs worth tracking.

Final thoughts

There you have it—a nine-step guide to starting an e-commerce business.

Don’t let the amount of work overwhelm or discourage you. The number #1 most important step is to get started.

Got any questions? Ping me on Twitter.

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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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