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Insights From Fabrice Canel’s Pubcon Keynote

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Insights From Fabrice Canel's Pubcon Keynote

Fabrice Canel, the Principal Product Manager for Microsoft Bing, gave a keynote presentation at the Pubcon convention in Austin, Texas.

The packed room of conference attendees eagerly listened as Canel discussed the topic of SEO for the new AI-powered Bing search engine.

As the leader of the product development team, Canel’s insights into the new and improved Bing search engine were highly anticipated by the audience.

His presentation offered valuable information on optimizing websites for the new Bing search experience. Additionally, we learned Bing Webmaster Tools will soon include traffic data from Bing’s AI chat.

In this article, we’ll dive into the highlights of Canel’s presentation and how to use the information to improve your visibility in Bing’s search results.

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SEO Recommendations For Bing AI Search

Canel suggests sticking with the same SEO playbooks for optimizing content for Bing’s AI experience because it’s still the early days for AI search.

Additionally, he recommends monitoring Bing’s communication and data to make necessary adjustments as the usage of the new Bing continues to increase, transforming the way people search.

Throughout his keynote at Pubcon, Canel stressed the importance of SEO professionals in guiding Bing’s search crawlers to high-quality content.

According to Canel, SEO won’t ever be “dead,” and Bing needs the help of SEO professionals to optimize content for its new AI-powered algorithm.

 

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Here’s what SEO professionals can do to help Bing.

Lastmod Tag

Canel emphasizes the importance of setting the lastmod tag to the date a page was last modified, not when the sitemap was generated.

The lastmod tag is an HTML attribute indicating when a particular webpage or URL received significant changes.

This tag is used in sitemaps to help search engines like Bing understand when a page was last updated.

Lastmod also helps searchers identify and access the most up-to-date content available.

When a lastmod tag is present, Bing will display the updated date in search results. This signals to searchers that the webpage may have new or updated information they haven’t seen yet.

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Canel notes that 18% of sitemaps have lastmod values not correctly set, typically set to the date and time the sitemap is generated.

IndexNow

To help Bing discover relevant URLs and the latest webpage changes, Canel recommends adopting IndexNow to inform search engines of recent modifications to website content instantly.

He also suggests having sitemaps to provide search engines with all relevant URLs and corresponding modification dates.

Most importantly, focus on writing quality content and use semantic markup to convey information about the pages.

Canel adds that manually crawling a webpage to see if its content has changed wastes resources and energy and creates CO2.

Canel highlights another benefit of IndexNow that many don’t consider: saving energy.

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Manually crawling a webpage to see if its content has changed wastes resources and energy and creates CO2. So, using IndexNow can help reduce carbon emissions.

Canel notes that 20 million websites have already adopted IndexNow, and he expects more top websites, search engines, and content management systems to follow suit.

Action Items

Canel suggests taking several action items to optimize content for Bing’s new AI-powered algorithm. These include the following:

  • Join bing.com/new
  • Adopt indexnow.org
  • Review and fix sitemap lastmod dates
  • Use Bing Webmaster tools
  • See what users want with clarity.microsoft.com
  • Read the Bing Webmaster Guidelines to understand better how Bing finds, indexes, and ranks websites.

In Summary

Canel’s keynote presentation at the Pubcon convention in Austin, Texas, offered valuable insights into optimizing websites for Bing’s new AI-powered search engine.

As the Principal Product Manager for Microsoft Bing, Canel’s expertise and guidance is highly regarded by SEO professionals and website owners.

Canel emphasized the importance of using the lastmod tag correctly, adopting IndexNow, and creating quality content with semantic markup to optimize content for Bing’s AI search.

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He also highlighted the benefits of using Bing Webmaster Tools to monitor traffic data and make necessary adjustments to improve visibility in search results.

SEO professionals can benefit greatly from Canel’s recommendations and take action items such as adopting indexnow.org, reviewing and fixing sitemap lastmod dates, and understanding Bing Webmaster Guidelines to optimize their content for Bing’s AI-powered algorithm.

Overall, Canel’s presentation provided actionable insights to help website owners and SEO professionals optimize their content for Bing’s new AI search.


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Google Further Postpones Third-Party Cookie Deprecation In Chrome

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Close-up of a document with a grid and a red stamp that reads "delayed" over the word "status" due to Chrome's deprecation of third-party cookies.

Google has again delayed its plan to phase out third-party cookies in the Chrome web browser. The latest postponement comes after ongoing challenges in reconciling feedback from industry stakeholders and regulators.

The announcement was made in Google and the UK’s Competition and Markets Authority (CMA) joint quarterly report on the Privacy Sandbox initiative, scheduled for release on April 26.

Chrome’s Third-Party Cookie Phaseout Pushed To 2025

Google states it “will not complete third-party cookie deprecation during the second half of Q4” this year as planned.

Instead, the tech giant aims to begin deprecating third-party cookies in Chrome “starting early next year,” assuming an agreement can be reached with the CMA and the UK’s Information Commissioner’s Office (ICO).

The statement reads:

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“We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem. It’s also critical that the CMA has sufficient time to review all evidence, including results from industry tests, which the CMA has asked market participants to provide by the end of June.”

Continued Engagement With Regulators

Google reiterated its commitment to “engaging closely with the CMA and ICO” throughout the process and hopes to conclude discussions this year.

This marks the third delay to Google’s plan to deprecate third-party cookies, initially aiming for a Q3 2023 phaseout before pushing it back to late 2024.

The postponements reflect the challenges in transitioning away from cross-site user tracking while balancing privacy and advertiser interests.

Transition Period & Impact

In January, Chrome began restricting third-party cookie access for 1% of users globally. This percentage was expected to gradually increase until 100% of users were covered by Q3 2024.

However, the latest delay gives websites and services more time to migrate away from third-party cookie dependencies through Google’s limited “deprecation trials” program.

The trials offer temporary cookie access extensions until December 27, 2024, for non-advertising use cases that can demonstrate direct user impact and functional breakage.

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While easing the transition, the trials have strict eligibility rules. Advertising-related services are ineligible, and origins matching known ad-related domains are rejected.

Google states the program aims to address functional issues rather than relieve general data collection inconveniences.

Publisher & Advertiser Implications

The repeated delays highlight the potential disruption for digital publishers and advertisers relying on third-party cookie tracking.

Industry groups have raised concerns that restricting cross-site tracking could push websites toward more opaque privacy-invasive practices.

However, privacy advocates view the phaseout as crucial in preventing covert user profiling across the web.

With the latest postponement, all parties have more time to prepare for the eventual loss of third-party cookies and adopt Google’s proposed Privacy Sandbox APIs as replacements.

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Featured Image: Novikov Aleksey/Shutterstock

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How To Write ChatGPT Prompts To Get The Best Results

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How To Write ChatGPT Prompts To Get The Best Results

ChatGPT is a game changer in the field of SEO. This powerful language model can generate human-like content, making it an invaluable tool for SEO professionals.

However, the prompts you provide largely determine the quality of the output.

To unlock the full potential of ChatGPT and create content that resonates with your audience and search engines, writing effective prompts is crucial.

In this comprehensive guide, we’ll explore the art of writing prompts for ChatGPT, covering everything from basic techniques to advanced strategies for layering prompts and generating high-quality, SEO-friendly content.

Writing Prompts For ChatGPT

What Is A ChatGPT Prompt?

A ChatGPT prompt is an instruction or discussion topic a user provides for the ChatGPT AI model to respond to.

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The prompt can be a question, statement, or any other stimulus to spark creativity, reflection, or engagement.

Users can use the prompt to generate ideas, share their thoughts, or start a conversation.

ChatGPT prompts are designed to be open-ended and can be customized based on the user’s preferences and interests.

How To Write Prompts For ChatGPT

Start by giving ChatGPT a writing prompt, such as, “Write a short story about a person who discovers they have a superpower.”

ChatGPT will then generate a response based on your prompt. Depending on the prompt’s complexity and the level of detail you requested, the answer may be a few sentences or several paragraphs long.

Use the ChatGPT-generated response as a starting point for your writing. You can take the ideas and concepts presented in the answer and expand upon them, adding your own unique spin to the story.

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If you want to generate additional ideas, try asking ChatGPT follow-up questions related to your original prompt.

For example, you could ask, “What challenges might the person face in exploring their newfound superpower?” Or, “How might the person’s relationships with others be affected by their superpower?”

Remember that ChatGPT’s answers are generated by artificial intelligence and may not always be perfect or exactly what you want.

However, they can still be a great source of inspiration and help you start writing.

Must-Have GPTs Assistant

I recommend installing the WebBrowser Assistant created by the OpenAI Team. This tool allows you to add relevant Bing results to your ChatGPT prompts.

This assistant adds the first web results to your ChatGPT prompts for more accurate and up-to-date conversations.

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It is very easy to install in only two clicks. (Click on Start Chat.)

Screenshot from ChatGPT, April 2024

For example, if I ask, “Who is Vincent Terrasi?,” ChatGPT has no answer.

With WebBrower Assistant, the assistant creates a new prompt with the first Bing results, and now ChatGPT knows who Vincent Terrasi is.

Enabling reverse prompt engineeringScreenshot from ChatGPT, March 2023

You can test other GPT assistants available in the GPTs search engine if you want to use Google results.

Master Reverse Prompt Engineering

ChatGPT can be an excellent tool for reverse engineering prompts because it generates natural and engaging responses to any given input.

By analyzing the prompts generated by ChatGPT, it is possible to gain insight into the model’s underlying thought processes and decision-making strategies.

One key benefit of using ChatGPT to reverse engineer prompts is that the model is highly transparent in its decision-making.

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This means that the reasoning and logic behind each response can be traced, making it easier to understand how the model arrives at its conclusions.

Once you’ve done this a few times for different types of content, you’ll gain insight into crafting more effective prompts.

Prepare Your ChatGPT For Generating Prompts

First, activate the reverse prompt engineering.

  • Type the following prompt: “Enable Reverse Prompt Engineering? By Reverse Prompt Engineering I mean creating a prompt from a given text.”
Enabling reverse prompt engineeringScreenshot from ChatGPT, March 2023

ChatGPT is now ready to generate your prompt. You can test the product description in a new chatbot session and evaluate the generated prompt.

  • Type: “Create a very technical reverse prompt engineering template for a product description about iPhone 11.”
Reverse Prompt engineering via WebChatGPTScreenshot from ChatGPT, March 2023

The result is amazing. You can test with a full text that you want to reproduce. Here is an example of a prompt for selling a Kindle on Amazon.

  • Type: “Reverse Prompt engineer the following {product), capture the writing style and the length of the text :
    product =”
Reverse prompt engineering: Amazon productScreenshot from ChatGPT, March 2023

I tested it on an SEJ blog post. Enjoy the analysis – it is excellent.

  • Type: “Reverse Prompt engineer the following {text}, capture the tone and writing style of the {text} to include in the prompt :
    text = all text coming from https://www.searchenginejournal.com/google-bard-training-data/478941/”
Reverse prompt engineering an SEJ blog postScreenshot from ChatGPT, March 2023

But be careful not to use ChatGPT to generate your texts. It is just a personal assistant.

Go Deeper

Prompts and examples for SEO:

  • Keyword research and content ideas prompt: “Provide a list of 20 long-tail keyword ideas related to ‘local SEO strategies’ along with brief content topic descriptions for each keyword.”
  • Optimizing content for featured snippets prompt: “Write a 40-50 word paragraph optimized for the query ‘what is the featured snippet in Google search’ that could potentially earn the featured snippet.”
  • Creating meta descriptions prompt: “Draft a compelling meta description for the following blog post title: ’10 Technical SEO Factors You Can’t Ignore in 2024′.”

Important Considerations:

  • Always Fact-Check: While ChatGPT can be a helpful tool, it’s crucial to remember that it may generate inaccurate or fabricated information. Always verify any facts, statistics, or quotes generated by ChatGPT before incorporating them into your content.
  • Maintain Control and Creativity: Use ChatGPT as a tool to assist your writing, not replace it. Don’t rely on it to do your thinking or create content from scratch. Your unique perspective and creativity are essential for producing high-quality, engaging content.
  • Iteration is Key: Refine and revise the outputs generated by ChatGPT to ensure they align with your voice, style, and intended message.

Additional Prompts for Rewording and SEO:
– Rewrite this sentence to be more concise and impactful.
– Suggest alternative phrasing for this section to improve clarity.
– Identify opportunities to incorporate relevant internal and external links.
– Analyze the keyword density and suggest improvements for better SEO.

Remember, while ChatGPT can be a valuable tool, it’s essential to use it responsibly and maintain control over your content creation process.

Experiment And Refine Your Prompting Techniques

Writing effective prompts for ChatGPT is an essential skill for any SEO professional who wants to harness the power of AI-generated content.

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Hopefully, the insights and examples shared in this article can inspire you and help guide you to crafting stronger prompts that yield high-quality content.

Remember to experiment with layering prompts, iterating on the output, and continually refining your prompting techniques.

This will help you stay ahead of the curve in the ever-changing world of SEO.

More resources: 


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Measuring Content Impact Across The Customer Journey

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Measuring Content Impact Across The Customer Journey

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

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

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

You’ll learn:

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

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

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

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

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

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