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Hi again! 👋
Today you’ll use ChatGPT to break down some key elements of a Search Engine Optimisation (SEO) strategy.
Task for the Day 📝
🧱 Project: Improve Your SEO Strategy
⏲️ Estimated time: 30 minutes
🛠️ Tools: ChatGPT
Context Building 🏔
Often an integral part of any marketing strategy is Search Engine Optimisation (SEO). This is the practice of optimising your website so that it appears in search engine results for relevant user queries. SEO is a combination of technical and content practices. The challenge for marketers is how to create content that appeals to both people and search engines.
AI can help! Using AI, you can identify key topics to help inform your content strategy. Today you’ll learn how to use AI to identify these topics and then draft blog posts related to them.
There is a lot of noise around using AI to generate content, especially with respect to optimising content to benefit organic search performance. It is not against search engine guidelines to produce content using AI. However, it’s important to stay focused on user experience. If you’re only using AI to generate content to benefit SEO, without paying attention to user experience, you’re more likely to harm your marketing efforts than enhance them. Here’s Google guidance on using AI-generated content and how it relates to search.
🔥 In this lesson you’ll learn:
- How to use ChatGPT to guide SEO strategy
- How to draft an SEO-optimised article with AI
- How to use the PREP framework, the Apprentice Model and the AI Sandwich
Let's Prep 🥗
In this lesson, you will start with the PREP framework to inform your SEO strategy.
You want to know what topics your customers are interested in and what associated search queries related to these topics. The more of these relevant search queries you show up for in search engines, the more organic traffic you can potentially receive. While phrases with high search volume are important, it’s often more useful to think about the collective breadth of relevant keywords that you appear in search engines for and then break these down into groups.
Let’s put this into action with a real example: Salt Hill Gallery! This is a jewellery store in Fargo, North Dakota that sells unique engagement rings.
How did we know? As you go through this example, replace Salt Hill Gallery with any business or project you want to promote. Experiment!
Let’s use the PREP framework to find those keyword groups:
- Prompt: I am creating an SEO strategy for Salt Hill Gallery, a local jewellery gallery in Fargo, North Dakota. The business specialises in selling engagement rings and one-of-a-kind pieces from a curated selection of artists. We have a physical store and an online shop. Most of our revenue comes from local walk-ins or local customers who purchase online. We only have one person available to produce content for our marketing efforts. We are able to produce video, audio and copy to create this content.
- Role: You are an experienced SEO professional, working to improve the organic performance of this business.
- Explicit Instruction: Please identify the top five keyword groups we should focus on within our content strategy. Ask me up to 10 questions before we start to help inform the keyword groups we should focus on.
- Parameter: Within each group, detail 3-5 specific search queries that are included within the group and explain why they are included.
Now we have a list of keyword groups we should focus on. Knowledge is good. Action is better. So, now let’s use ChatGPT to draft our content!
To do this, let’s combine the PREP Framework with the Apprentice Model.
The Apprentice Model is a great way to train ChatGPT. Instead of just telling it what to do, you show it what to do.
In this case, you will show the model one blog post you or your company has written as an example of how it should write. This will ensure that it writes in the same tone and style as your previous work.
We insert the example as part of our parameter when we prompt our assistant.
Here’s how to do it. Again, replace the jewellery example with anything of your choice.
Unique Engagement Ring Article
- Prompt: I want to write an article for our blog about the benefits of purchasing a unique engagement ring.
- Role: You are a copywriter, with experience in creating SEO-optimised blog posts. You are based in North Dakota.
- Explicit Instruction: Please write an outline of a 1000-word blog post focused around the topic of “customised engagement rings”. Include information about vintage engagement rings, custom-made engagement rings and unique engagement rings as engagement ring options. Tie these examples in with local history, places of interest or traditions.
- Parameter: Use a friendly and educational tone of voice. The post should be written in the style of the following example post: [Paste example blog post here]
The last step? The AI Sandwich 🥪
AI works best when it starts and ends with a human (the bread) and uses AI in the middle.
When using any AI tool, keep the AI Sandwich method in mind:
- Start with a detailed prompt using the PREP Framework (🙋)
- Let AI draft the content (🤖)
- Review and edit the content (🙋)
You have already prompted and had AI draft an article outline. Now it’s your turn to add the final bun and tidy everything up.
Copy and paste the AI output into your blogging platform or text editor for editing.
When you’re done reviewing the post, you have a tasty AI Sandwich and a blog post that is ready to publish. Woohoo!
Time to Cook 👩🍳
- Create your initial prompt.
Start by crafting prompts using the PREP framework to find the most important keyword groups. Remember to provide examples, so your AI model can consider tone and language.
- Create a draft blog post.
Use the PREP Framework, Apprentice Model, and AI Sandwich in combination to write an article about one of the topics you’ve identified.
- Edit and post.
Copy and paste your draft article into your blogging platform or text editor. Then remember the AI Sandwich rule: you need to edit! Go through your article and customise it. Remember to consider formats - is the information you’re delivering presented in the best format for your audience’s requirements?
- Monitor results & repeat.
Remember that long-term content marketing and SEO success will require you to monitor organic search and user experience performance.
If your content performs well, you can use the articles you create as the “apprentice” to inspire your future articles. This will maintain a consistent voice across your blog posts regardless of who is creating the sandwich. 🥪
That’s a wrap, we hope you found this lesson helpful!
- If you have any questions, feel free to reach out.
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