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Advanced Tactics for Using AI Tools & Big Data Analysis to Improve E-E-A-T
- 1. LET’S GET REAL: ADVANCED TACTICS FOR USING AI TOOLS & BIG DATA ANALYSIS TO IMPROVE E-E-A-T
- 3. 2023: the year of AI
- 4. Feeling overwhelmed with AI tips and tricks?
- 8. But many of these tips can unknowingly lead to bad outcomes.
- 9. Understanding how the tools work (and don’t work) and applying critical thinking when using AI is necessary.
- 10. LLMs are good at: • Language translation • Content summarization • Helping writer's block • Content generation • Sentiment analysis • Question-answering • Personalization • Speech recognition • Stylized writing (applying Poe to x) • Refurbishing content for social • Clarifying long or complex content • Correcting spelling and grammar LLMs are NOT good at: • Representing marginalized groups • Being factual 100% of the time • Data retrieval (like keyword research) • Current events • Predicting the future • High-level strategy • Reasoning & Logic • Understanding or delivering jokes • Generalization • Understanding context • Handling uncommon scenarios • Emotional intelligence
- 11. Relying on AI to do the job a human should (still) be doing (for now) can cause major problems.
- 12. PROBLEM 1 Factual inaccuracies in the content
- 14. These can be subtle inaccuracies that only a true expert would be able to spot.
- 16. Seems legit at first glance… Not confirmed SEO ranking factors.
- 17. Of course, SEO isn’t heart surgery… but what other information are these tools getting just slightly wrong?
- 18. “Large language models will tell you they can do anything. But for many things there's much better and more accurate tools (like python, R or even Excel.) Using an LLM for these tasks is like hammering nails with a screwdriver.” – Ryan Jones @ryanjones
- 24. PROBLEM 4 Issues with lags in training data
- 25. Training cut off September 2021 Browse with Bing disabled Some plugins can access internet (Webpilot) Can access real-time information via Bing’s index Can access real-time information Training cut off December 2022 But knows some 2023 information
- 26. ChatGPT is not great for current information
- 27. Remember: if you’re trying to convey good E-E-A-T, the last thing you need is an AI- related reputation problem.
- 29. Do not assume the tools know what you are talking about. They won’t tell you when they don’t.
- 30. ChatGPT, pretend you’re an SEO expert and do my job for me
- 31. AI tools don’t tell you when they don’t know what you’re talking about… until you corner them.
- 32. They apologize when you corner them
- 33. Just because you think the AI content looks good, doesn’t always mean it is.
- 34. We automated all of our content with ChatGPT and the content looks really good Are you sure about that? Client SEO (AKA me)
- 35. Consider conducting objective user tests to see whether your content is truly helpful
- 36. A BRIEF REMINDER: What does Google say about AI content?
- 37. According to Google, AI content can be ok if: 01 IT IS original & high-quality IT DEMONSTRATES E-E-A-T 02 IT SATISFIES the Helpful Content System 03 IT DOESN’T propagate misinformation 04 IT ISN’T created with the primary purpose of manipulating search results 05
- 38. However, there are 3 important caveats: Google recommends including author names (for some content) Google recommends disclosing use of AI Google recommends against listing AI as the “author” of the content
- 39. “Would you have still written the content if search engines didn’t exist?”
- 41. August 2023 Core Update AI content website
- 42. Using AI Tools to Improve E-E-A-T
- 43. Let’s review some fundamentals of E-E-A-T: • Experience, Expertise, Authoritativeness and Trustworthiness • Not a ranking factor, comes from Search Quality Guidelines • Google doesn’t tell us what components of E-E-A-T play a role in ranking, except links and PageRank • Matters more for YMYL (your money, your life) sites
- 44. So many clues that Google is expanding E-E-A-T
- 45. The more data you feed the tools, the less you risk inaccurate answers and hallucinations.
- 46. Approach this exercise as the opposite of “garbage in, garbage out”
- 47. Do not forget to always fact-check AI outputs and modify the language as needed
- 48. Key component of E-E-A-T: backing up claims with evidence.
- 49. Use Perplexity AI for sourcing & expert insights
- 51. Use Perplexity AI for locating real-life experience and perspectives
- 52. h/t Jonathan Boshoff Sourcing first-hand experience
- 53. But don’t forget: Sharing the first-hand experience from someone you found online is not real first-hand experience.
- 54. Let’s meet the main AI content tools
- 55. Introducing: the AI content tools
- 56. Using AI tools to compare pages and improve their information gain scores
- 57. An information gain score… indicates “additional information included by a page beyond the information contained in other pages already presented to the user.” Bill Slawski 2020 Google Patent: Contextual Estimation of Link Information Gain
- 58. Use ChatGPT with WebPilot to analyze various URLs
- 59. Analyzing content from various documents using Claude
- 60. Make any webpage into a PDF. Right click – print save as PDF.
- 61. Once URLs have been analyzed, you can ask: • What content is included on page A that is not on page B? (information gain) • Do the pages reflect different levels of experience, expertise, authoritativeness and trustworthiness? If so, why? • How could page A be improved to have more comprehensive information than page B?
- 62. 5 top-performing pages from August Core Update
- 64. Reviewing content compliance with Google’s guidelines
- 65. Helpful content system Core update considerations Reviews system Important Google guidelines:
- 66. Upload the guidelines to Claude Ask Claude whether the page meets the guidelines
- 67. h/t @Massimo0307 Helpful Content Wordpress Plugin using OpenAI API and make.com
- 68. ChatGPT Advanced Data Analysis (Code Intepreter)
- 69. data Export
- 70. Aggregate brand keywords + co-occurring keywords
- 71. Using AI to generate top- notch author biographies
- 73. Use ChatGPT + WebPilot to analyze a strong author bio in your industry
- 74. Ask ChatGPT to create a framework other authors can use to provide similarly robust author bios & generate a CSV or HTML form
- 75. Creating Schema based on the page content
- 76. ChatGPT + Webpilot always validate the Schema
- 78. Paste 50 top- performing headlines into ChatGPT Blurred for client confidentiality
- 79. Ask ChatGPT to identify patterns among the headlines Blurred for client confidentiality
- 80. Ask ChatGPT to create new headlines based on your top- performing headlines Blurred for client confidentiality
- 81. Ask ChatGPT to create a framework for you to follow in a table format, based on the top performing headlines (Generic prompt shown – ask it to base the headlines on your top performers)
- 84. Used Google patent about classifying websites (website representation vectors) Analyze top-performing medical content against the patent Ask how an article compares and can be improved
- 85. Visualizing data
- 86. Create flowcharts with “Diagrams: Show Me” plugin in ChatGPT
- 88. Use ChatGPT or Claude to summarize your page or create FAQs based on your page. Include AI summaries above your content.
- 91. Bing Chat for live internet searches
- 92. Bing Chat is excellent for conversational searches that leverage fresh search results
- 93. Some AI tools to explore:
- 94. Optimizing SGE (Search Generative Experience)
- 96. Is promoting consistent & reliable answers for AI the new linkbuilding?
- 97. Process: • Collect frequently asked questions about your brand • Answer questions clearly and concisely on your site(s) in FAQs, About page, homepage, etc. • Support facts with structured data (you can use AI tools to generate) • Encourage search engine indexing (Search Console, IndexNow) • Monitor SGE & Bing Chat results
- 98. Chatgpt Plugin Webpilot, Claude or ChatGPT Browser Mode Generate Person/Organization Structured Data with
- 99. Affecting SGE Answers Before website change Website change 1 week after website change
- 100. Most recent result Combines relevant facts from multiple sources
- 101. Affecting SGE Answers Before website change 2 weeks after website change Website change
- 102. Most recent result
- 103. Affecting AI Answers Before website change After website change (Bing)
- 104. SGE finally got it right (3 months later)
- 105. Provide clear and direct answers to questions
- 106. SGE is confused between multiple Lily Rays (Same for many names & entities) MY DAD
- 107. SGE can “know” about complex queries (Sufficient mentions on 3rd party sites)
- 108. Monitor how your pages appear in SGE & include optimized featured images
- 109. One answer on one page may not be sufficient for an SGE answer.
- 110. Promote consistent & reliable information access mentions on external sites
- 111. Think of this as your digital business card.
- 112. 3 months later: Quite pleased with this SGE result 👏