SEO

How To Get Started With Enterprise Marketing Workflow Automation

Published

2 years ago

May 23, 2022

If you’re at a mid-level agency moving into the enterprise-client space – whether gradually or at warp speed – you have probably realized that you’ll need as many automated workflow processes as you can get.

You can even look at automated sales tools such as Zendesk that take 45% of tedious tasks away from humans.

Performing SEO or PPC for a handful of smaller clients can be challenging enough, especially if you’re performing many of their tasks manually.

With enterprise-level clients, though, you just can’t afford to approach things too manually anymore. You’ll need to automate your workflows.

This post is for beginners and not an exhaustive post on the best digital marketing automated workflow tools out there.

I’m going to help you get started.

My goal here is to get you thinking about the best ways to approach workflow automation as you start picking up enterprise clients.

There are plenty of areas in digital marketing where you can automate a process and free up time for other things.

Thinking About Workflow Automation: Your Goals

Like so many processes in agency life, the best starting point with workflow automation is knowing what you’re trying to achieve: Your goals.

The point of automating anything is to save time and money for the most part.

Everyone wants to save time and money, and automating a process will make that process more efficient.

However, the goals for enterprise-level workflow automation are still going to be different in the particulars for each agency.

For instance, maybe your agency focuses more on link building than any on-site SEO tasks.

In that case, you would need more of an infrastructure for monitoring and examining your clients’ backlinks and domain authority than anything else.

If backlinks are your meat and potatoes, and you need to make that process as efficient as possible, then maybe consider upping (or getting for the first time) your plan with a useful backlink tool such as Majestic, Semrush, or Ahrefs.

Sure, you’re almost always going to pay more for the increased ability to automate something like monitoring, but what do you save in employee time and company resources?

Let’s say your agency is breaking into the enterprise space and considers itself weak on the reporting end. You just don’t like the infrastructure and feel your enterprise clients deserve more.

You have to ask yourself, “Do I feel that an automation tool such as Google Data Studio can help me here?”

From experience, Data Studio is one of my go-to reporting dashboards, but don’t just take my word for it.

There are other reporting dashboard products out there for this, such as Databox or Geckoboard.

Whatever you’re working on, my overall advice to the folks just getting started with enterprise workflow automation is first to define your goals.

Whether it’s a more efficient process of site monitoring, keyword clustering, or content reporting, you need to know what you’re after.

Those goals should lead you in the right direction, i.e., to the selection of tools that offer just what you need.

What do those things usually include?

Accurate representation of data.
Tasks (with assignees and reset abilities).
Team member communication.
Scaling capabilities.
Customizable features.

Trust me when I tell you that once you have these automated features in your workflow, you won’t want to be without them.

Proceeding With Caution: Introducing Automation Internally

If your agency has been chugging along, doing things mostly manually for the last few years, I can tell you that wholesale process changes can be hard to swallow for some teams.

You’re taking a process that worked and introducing cell-level changes to it.

The argument is that the change was necessary because you’re in the enterprise space now.

The data is more numerous, the workflow more complex, and the requests more demanding.

But there are a few things to consider here:

The automation tool you ultimately select should be the best for your agency out of all the options; don’t compromise here.
The whole team must learn a new tool or process, which takes time and invites errors.
You may encounter actual resistance from some team members who prefer the old ways.

First of all, it’s always good to make changes like this gradually.

Watch product demos, get free trials, and compare all the automated workflow tools you’re considering.

On the other two points – relating to team errors and personal resistance – you can just about expect those obstacles to arise.

The solution?

Don’t make those wholesale changes all in one go.

Figure out a way to participate in your current process and automate it using the new software. Test some things in a low-stakes environment, maybe even for your own agency’s website.

What better place for your team to learn the basics and make all their mistakes?

Once your team clears a new hurdle by figuring something out and making it efficient, introduce that automated process more widely in your agency.

This process may be slower than you like, but your enterprise clients deserve optimized procedures around their SEO, paid media, or whatever other large-scale service they’re getting from you.

Also, it’s good to look at this introductory time as an investment more than anything else.

You’re putting in the time and money now to acquire this workflow automation tool and train your team in its use.

The result will be an agency using an automation tool to deliver a more streamlined product to its enterprise clients.

I can’t imagine what else you could want!

Self-Monitoring In Progress: Tracking Your Savings

Ideally, you’re going to start reaping the savings from any automated workflow tool you get.

Those savings won’t just be what you can deliver for your enterprise-level clients and how much more satisfied you’ll make them.

The savings are also in how you benefit as an agency.

Having seen multiple agency transitions from mid-level to enterprise-level, I can tell you that introducing an automated workflow tool doesn’t guarantee you’ll save resources.

You have to be smart about it and audit every expense related to your work output. Compare the data from before the tool and after it.

It might not always be as simple as you think.

For instance, you might assume that introducing an automated process into your workflow would allow you to maintain fewer employees to oversee those parts of the work.

You could be right about that in many or most cases.

But what if the enterprise client getting the work is so large and complex that it requires more hires?

And what if those hires end up costing more than what you saved from automating your workflow?

Of course, you’re still earning an enterprise-level retainer, so maybe things work out in the end anyway.

Consider these issues as you prepare for and eventually implement an automated workflow for your enterprise clients.

There are also blips you’ll run into that no one can predict.

For example, if you implement a backlink-tracking automation tool for a client with 60,000 backlinks, maybe it works just fine for a while, but then you discover you can make the monitoring still more efficient.

You’re going to have those opportunities and choices down the road.

Learning As You Go

Since my goal in writing this was to help out those who are just getting started with workflow automation in the enterprise space, I wanted to cover every possible scenario you could run into as you go.

However, you will run into issues as you progress down this road. Enterprise clients demand a lot of you.

You can’t plan for it all.

I think the little-by-little approach should work wonders for you, though.

Try something out before scaling it.

That has often been the road to success for me, and it could be for you, too.

More resources:

Featured Image: Den Rise/Shutterstock

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SEO

brightonSEO Live Blog

Published

5 hours ago

April 25, 2024

Entireweb News Bot

Hello everyone. It’s April again, so I’m back in Brighton for another two days of ~~sun~~, sea, and SEO!

Being the introvert I am, my idea of fun isn’t hanging around our booth all day explaining we’ve run out of t-shirts (seriously, you need to be fast if you want swag!). So I decided to do something useful and live-blog the event instead.

Follow below for talk takeaways and (very) mildly humorous commentary.

SEO

Google Further Postpones Third-Party Cookie Deprecation In Chrome

Published

8 hours ago

April 25, 2024

Max

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:

“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.

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.

Featured Image: Novikov Aleksey/Shutterstock

SEO

How To Write ChatGPT Prompts To Get The Best Results

Published

1 day ago

April 24, 2024

Max

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.

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.

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.

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.

Screenshot 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.

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.”

Screenshot 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 WebChatGPT

Screenshot 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 product

Screenshot 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 post

Screenshot 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.

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:

Featured Image: Tapati Rinchumrus/Shutterstock