Transcript:

Marc: Hello, it feels like we’ve all been sprinting to keep up with AI developments. Last month, we discussed the new EEAT update in relation to emerging AI technologies. Now, we’re diving into AI’s impact on Social and SEO marketing. Natalie Lorenzo, one of our social strategists, is here to give us perspective on the social side of things.

Nat: Hi Marc.

Marc: How has AI impacted the social space in terms of content creation?

Nat: Well, we’re seeing an inundation of new AI-enhanced tools and processes. Social scheduling platforms like Hootsuite have new tools to draft posts for you based on your popular posts or a link you provide them. In experimenting, the tool performed best with straight-forward posts like this one:

Hootsuite AI-generated Text: At DBE, we understand that life doesn't start and end in the office! That's why we've implemented wellness reimbursements and a day off on birthdays with a gift for our employees. We believe in taking care of our people, inside and outside of work! #DBE #wellnessrelmbursement #happybirthday #peopleoverprofits

While they may need minor tweaks. These are pretty on-point. However, our last vlog’s transcript got a bit muddled, here’s an example.

Hootsuite AI-generated Content: What's Hot Wednesday from @NaEngelsman and @MarcEngelsman! Have you noticed the additional "E" for Experience in Google's latest newsletter' Well, it looks like Google is trying to show that E does not equal AI! What are ways you can demonstrate experience on your website? Stanford Web Credibility Research guidlelines, user experiences and perspectives. reviews, blogs and more! #GoogleExpenence #GoogleE #stanfordwebcredibiliity

It’s not totally coherent and some things were interpreted incorrectly.

Marc: That’s interesting, Nat. You mentioned that it is impacting processes – how so?

Nat: Yes, we’re seeing a shift in the content brainstorming and drafting process. In a previous What’s Hot Wednesday newsletter, I mentioned that marketing expert, Ross Simmonds, referred to AI as our “supersuit,” and I love this metaphor. We can utilize AI to brainstorm trends and write a first draft of our content, BUT we need to add experience… and humanize the piece.

AI can help us save time in the first phases of content creation, but we still need to check accuracy and breathe life into the work.

Marc: Glad you mentioned experience there because that is the one element of the SEO EEAT model that I don’t think AI can deliver in terms of content. Ideas for SEO content, yes, especially for blog pages. Maybe even an outline for the content, but you still need to do the editing.

Nat: Other than content, how else can AI help support SEO?

Marc: Well, I think AI can help, at least in the early stages, with creating ideas for blogs (which are good SEO optimization opportunities) and it can help in terms of maybe even generating a content outline. But going back to that experience factor, you really need to be able to edit what it’s coming out with in order to make it align with that experience element that human touch, as you said, and then in terms of other things AI the chat bot GPT says it can do basically, many of the SEO best practices that we do on a regular basis. Here is the screenshot:

ChatGPT answer: As an Al language model, I don't have access to real-time data or the ability to browse the

It says it can do keyword research. It says it can do on page optimization analysis. It says it can do competitive analysis. It says it can even do rankings, algorithms, and even reporting. And it says all this, but in reality, when you ask it to do it, you run into some obstacles. The AI runs into obstacles and you can see here the caveats that it provides:

Chatbot text: REmember, this is just a starting point, and it's crucial to conduct through keyword research to identify specific keywords that have a good balance of search volume, relevance, and competition. Various keywords research tools, such as Google Keywords Planner, SEMrush, or Moz Keyword Explorer, can assist in finding more specific and targeted keywords...

Saying hey, I can’t access the Internet, I don’t have real time data. The data dates back to when it was input. The latest input was in September of 2021, so you can see there are limitations for it to actually do the work that we would otherwise be doing. And then when we get to the workarounds, you can ask AI to say, OK, give me some keywords based on a particular industry your product may be in. Then, it’ll come back and give you some ideas on keywords with respect to products, brand names, competitor names, and might even give you some types of descriptions or product features that you could think about. But then it comes back to you with yet another caveat. It says to you and you can see above. It’s basically saying, while I can give you all these ideas, this is just a starting point and you should go off and leverage things like MOZ or the Google Keyword Planner or Semrush in order to complete those tasks.

Nat: That’s interesting because we already have expertise in leveraging all three of those tools for keyword research and analysis.

Marc: That’s true but let’s take a little longer view. If AI can get us this far with social and search marketing tactics today, how much further and faster will AI perform in a few months? One thing is for sure, we’re going to be having more of these conversations with each other and the chatbots so stay tuned for future updates.

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