Bonnie Tsoi, Author at The Egg https://www.theegg.com/author/bonnie-tsoi/ Digital Agency - Search, Social, Display Thu, 08 Jun 2023 06:09:11 +0000 en-US hourly 1 https://wordpress.org/?v=6.2.6 https://www.theegg.com/wp-content/uploads/2021/01/favicon.ico Bonnie Tsoi, Author at The Egg https://www.theegg.com/author/bonnie-tsoi/ 32 32 How to Use ChatGPT for SEO https://www.theegg.com/seo/apac/how-to-use-chatgpt-for-seo Thu, 08 Jun 2023 02:56:05 +0000 https://www.theegg.com/?p=77941 The post How to Use ChatGPT for SEO appeared first on The Egg.

]]>

How to Use ChatGPT for SEO

How to use ChatGPT for SEO – APAC in 3 – Episode 21

While interactive AI chatbots are far from a novelty—think menu chatbots on eCommerce websites or Google’s search assistant, Alexa—ChatGPT’s generative language model, trained on vast amounts of data, can go as far as generate textual answers, article drafts, summaries, and more for just about any topic.

It is also smart enough to partake in discussions with end users and answer prompts—instructions to guide conversations or interactions with AI—in a manner very close to a human, even being able to acknowledge mistakes and reject inappropriate requests in its follow-up answers.

Unsurprisingly, ChatGPT has been a focal point among marketers since launching in November 2022, thanks to its comprehensiveness and quality of answers and—of course—its potential applications in SEO.

Here, let’s explore five ways to use ChatGPT to power your content marketing strategy and improve your SEO.

Note: ChatGPT is available in all but a few countries, so when registering, check to see if you need to bypass any regional restrictions in your country of residence with a VPN or valid overseas phone number.

5 Ways SEOs are Putting ChatGPT to Work

The best use of AI tools in the SEO world is to scale content creation while streamlining the marketer’s workflow to be more efficient. That usually consists of letting the AI take on repetitive or time-consuming tasks like topic brainstorming, keyword research, and article drafting.

Beyond long-form content, ChatGPT has also demonstrated it can write meta descriptions, ad copy variations, and even debug code.

With that said, here are five ways SEOs can put ChatGPT to work for them and some key considerations when implementing each.

1. Creating and Optimizing Content

Creating relevant content regularly for your target audience can be a hassle but is essential to keeping your brand fresh on their minds—that is where ChatGPT can come into play.

For instance, you can use ChatGPT to create an article draft for you to refine by giving it specific topic points, say “What is a CMS”, and constraints, like a word count of 1,000 words. You may also use it to generate different versions of existing articles to avoid duplicate content on your site, which can hinder its crawlability, confuse search engines, and hurt your rankings.

Prompting ChatGPT to write an article about “What is a CMS”

Prompting ChatGPT to write an article about “What is a CMS”

However, remember that you should only ever limit ChatGPT to a ‘support’ role rather than let it create content for publishing entirely on autopilot—after all, it is still a machine not void of inaccuracies. It is also unlikely to be able to completely replicate the research, analysis, critical thinking, and value-creation that goes into producing high-quality content.

Not to mention Google’s algorithm—in line with its recent Helpful Content update that prioritizes people-first content and began devaluing content written purely for SEO—is becoming better at identifying AI-generated long-form content, even those that deploy anti-detection algorithms.

For these reasons, always do a human review of anything AI-generated to maintain content quality and avoid getting penalized for violating Google’s Search Essential guidelines, particularly when using ChatGPT to write your webpages and articles.

2. Writing Meta Descriptions

Aside from long-form content, ChatGPT can also help write social media posts, email pitches, ad copy, and page summaries. You can even repurpose summaries of longer articles generated by ChatGPT to form landing page copy or shorten them to a sentence or two for a meta description.

2. Prompting ChatGPT to summarize an article within 160 characters

Prompting ChatGPT to summarize an article within 160 characters

3. Generating Title Ideas

ChatGPT can facilitate brainstorming of other relevant topic ideas to target—for example, by feeding it keywords, you can prompt it to suggest title variations relating to CMSs that must include “best CMS”.

3. Prompting ChatGPT to suggest title ideas related to “What is a CMS” that must contain the phrase “best CMS”

Prompting ChatGPT to suggest title ideas related to “What is a CMS” that must contain the phrase “best CMS”

4. Conducting Keyword Research

Keyword research is an essential yet time-consuming component of SEO—but AI tools like ChatGPT can alleviate this time burden.

How? Simply ask ChatGPT to generate keywords for a specific topic (i.e., “What is a CMS”) and it will generate a list of relevant keywords and phrases within a matter of seconds. You can then add these to your new content or cluster them into themes to optimize relevant existing webpages.

4. Prompting ChatGPT to generate keywords and phrases related to “What is a CMS”

Prompting ChatGPT to generate keywords and phrases related to “What is a CMS”

Note ChatGPT currently does not display search volume data for keywords it generates, so you’ll need to input them into other SEO keyword tools to access that data and decide which ones to target in your content.

5. ChatGPT’s intuitive response to a user’s follow-up request about search volumes for keywords related to “What is a CMS”

ChatGPT’s intuitive response to a user’s follow-up request about search volumes for keywords related to “What is a CMS”

5. Generating Schema Code

Schema markup on a webpage helps search engines like Google better understand what that page’s content is trying to convey, aiding its crawlability. However, SEO professionals not experienced in coding may not be familiar with implementing schema code into the webpage HTML.

While there’s no shortage of schema generators on the Internet, ChatGPT can do so with ease and little instruction—simply copy and paste an extract into the tool and ask it to generate a specific schema code that you can, in turn, paste into your webpage HTML.

6. Prompting ChatGPT to write a schema code for an extract of text

Prompting ChatGPT to write a schema code for an extract of text

If ChatGPT is here to stay, what does the future hold for SEO?

ChatGPT’s popularity is mind-blowing, considering it gained one million users within the first five days of launching—a milestone that took Netflix around 3.5 years to reach, Facebook 10 months, Spotify 5 months, and Instagram 2.5 months.

However, it’s not without its drawbacks. In its current state, it draws on data from no later than 2021, which means it’s unable to provide any information on current events. And while a later version of the chatbot will likely remedy this, there is still uncertainty surrounding how long its AI will take to learn about new events and relate them to other topics.

The future of search could well look like sending prompts to a chatbot and getting answers from language models such as ChatGPT’s. As part of a “code red” plan to compete with ChatGPT, Google has even recently announced it will begin rolling out an AI conversation technology it’s calling “Bard” for public testing.

As such, writing prompts—including how clear and descriptive it is in explaining your request—will become a key skill for SEOs to master, given their impact on the quality and originality of the ChatGPT-generated output. The fewer instructions there are in a content request, the likelier its output will turn out similar to others with similar requests, whether in their phrasing, structure, or sub-topics.

7. A comparison of two ChatGPT-generated articles from the same prompt (“What is a CMS”) that were similar in structure, just with different words

A comparison of two ChatGPT-generated articles from the same prompt (“What is a CMS”) that were similar in structure, just with different words

***

The future belongs to those who don’t shy away from technology but embrace it—that holds especially true for ChatGPT and other AI tools in the SEO world.

ChatGPT will likely continue improving and has the potential to make SEO faster and more efficient—even our small sampling of ways to incorporate it into your SEO workflow could potentially save you hundreds of hours every year.

Ready to maximize your digital marketing in Asia?

Digital Marketing News + Insights

How Can We Help?

[contact-form-7]

How Can We Help?

[contact-form-7]

The post How to Use ChatGPT for SEO appeared first on The Egg.

]]> 3 Tips to Recover From a Google Core Update [2022 Edition] https://www.theegg.com/seo/apac/3-tips-to-recover-from-a-google-core-update/ Tue, 25 Oct 2022 06:42:56 +0000 https://www.theegg.com/?p=77327 The post 3 Tips to Recover From a Google Core Update [2022 Edition] appeared first on The Egg.

]]>

3 Tips to Recover From a Google Core Update [2022 Edition]

How to recover from a google core update

The latest Google core update was only recently released in September 2022 after taking two weeks to completely roll out. Core updates modify parts of Google’s search algorithm to improve its delivery of search results across multiple languages and regions.

But after each core update, as in the previous one in May 2022, search results across multiple categories and industries tend to be volatile—bringing new opportunities for your site to either rank higher or drop in rankings.

Imagine this: You spend considerable time and effort improving your website’s SEO to get it to rank on the first page of Google’s search engine result page (SERP) for your target keyword—and it does! But no less than a month later, it drops to the second or third SERP after the rollout of Google’s core update. What, as an SEO, would you make of this?

The truth is Google rarely provides actionable tips for what you should do to recover from a core update. It also reassures those impacted have nothing wrong to fix. But the next best thing you could do is to update your content based on Google’s content best practices while staying up to par with its recent focus on—and rewarding of—”people-first” content.

Are you worried about how Google’s latest core update might affect your site ranking? Here are three tips to optimize your content for it.

Google’s Core Update (Sep 2022): What has changed?

Unfortunately, Google often does not disclose how each core update will change the algorithm or impact search results. Generally, these broad updates are released around four times a year and don’t target a specific issue or problem.

Nonetheless, Google has used an analogy of “a top 100 movies list” to explain what a core update does.

Envision a list of the top 100 films: After a while, and as tastes alter, it will naturally change with the inclusion of new ones that hadn’t existed before or deserving ones that were overlooked before but reassessed for inclusion. What Google is explaining here is that any film (or, in our context, search result) previously higher on the list that moves down isn’t bad by any means—it is simply making way for more deserving films coming before them.

But to prepare for each core update and avoid being negatively impacted as much as possible, be sure to align your content with Google’s content quality best practices, which are framed using the following questions:

  • Does your headline and page title match the page’s content?
  • Does your headline and page title avoid being exaggerated or shocking in nature?
  • Does your content provide original information, reporting, research, or analysis?
  • Does your content provide a substantial, complete, or comprehensive description of the topic?
  • If your content refers to external sources, does it avoid copying or rewriting those sources and instead provide substantial additional value and originality?

WANT DIGITAL INSIGHTS STRAIGHT TO YOUR INBOX?

3 Tips to Optimize for Google’s Core Update

Based on the guiding questions above, here are three tips to optimize your content for Google’s core update and do what you can to maintain your high ranking or prevent it from dropping.

Tip #1: Improve Content Relevancy and Site Authority

Perhaps the most pertinent factors to consider when creating content on Google are page relevancy and site authority, so ensure you provide more relevant and concise answers to queries that users might search before arriving at your site.

For example, try summarizing the main takeaways or providing your answer to a question in your page title at the beginning of your content to keep your readers hooked right off the bat. Then, use the remaining paragraphs to present and elaborate the bulk of the information relating to your topic.

To increase your site authority, provide original, well-researched information and analysis. Similarly, regularly audit your site to remove low-quality links and incorporate authority links and citations from popular, trusted websites.

Tip #2: Update Your Content

For over a decade now, Google has used its search index Caffeine to index and rank pages based on freshness, which has been one of the key ranking factors utilized by its algorithm.

However, a “fresh” page doesn’t have to be an entirely new page with a unique URL. Instead, they can comprise older pages that you have modified with up-to-date information. Optimizing your existing content is not only time-effective but can keep your SEO up-to-date, maximize your content reach, and improve the overall content maturity of your website.

After all, your target audience (and not to mention Google’s crawler) will likely visit your older pages well after they were published—if outdated and unoptimized, they are likely hurting your potential to rank higher on Google.

Tip #3: Ensure Your Content is “People-First”

As recently as September 2022, Google completed rolling out its Helpful Content update across its English-language searches worldwide, which aimed to better direct users to webpages with more original, helpful content written by people for people rather than search engines.

Thus, it could very well be that Google’s latest core update serves to amplify the effects of the Helpful Content update. After all, virtually all of Google’s updates seek to improve user experience and deliver search results to better fulfill user search needs.

In line with Google’s “people-first” content best practices, consider:

  • Removing webpages from your site that attract low or even no traffic (Low-quality pages constitute unhelpful content)
  • Tailoring your content more to your niche (Irrelevant topic coverage or keyword stuffing to exploit higher search volumes constitutes unhelpful content)
  • Adding more original value to your content (Plagiarized or duplicate content constitutes unhelpful content)

***

Ultimately, when experiencing any sudden drop in your page ranking, don’t panic—changes in rankings might only be temporary and can still fluctuate. Instead, remain calm and incorporate changes to your site gradually based on the tips above—all SEO efforts take time to develop and deliver results.

And as with all of Google’s updates, remember to observe upcoming announcements while it continues fine-tuning its ranking signals across different regions and languages.

Ready to maximize your digital marketing in Asia?

Digital Marketing News + Insights

How Can We Help?

[contact-form-7]

How Can We Help?

[contact-form-7]

The post 3 Tips to Recover From a Google Core Update [2022 Edition] appeared first on The Egg.

]]>