here from vassie and Jerry what an amazing session panel discussion but buckle up we are going to be talking to Andy Cadena next we’re gonna be talking about trust and quality in the new era of content Discovery how to unlock AI Secrets practical SEO tips you can’t miss um and so I think we’re gonna be learning Lots from Mr Andy cadina Andy is a co-founder and C CMO at orbit media he is a digital marketing expert with over two decades of experience in SEO analytics website optimization he is the author of content chemistry he frequently speaks at top conferences and is deeply committed to community service and environmental causes Andy I’m pumped for this session I love content I love all the stuff that you’re talking about today and how to create more trustworthy and quality content so Andy Welcome to our cloudways web growth Summit 2024 thank you for having me I’m excited to be here uh let me share a screen and just confirm that you guys can all it we’ll do this one here share presentation how does that look do you see a little curve on the screen inflated expectations we’re seeing it that’s it oh hold on there a extra step I had to click the hide button okay uh this is a popular topic AI search this is a fascinating time we are in July 2024 what a time to be alive and to do marketing I have been a digital marketer since 200 uh 2001 I’ve used analytics just that long I’ve done SEO since before prior to the days when Google became the dominant search engine uh and have been a Content marketer since 2007 AI is obviously as big as social like mobile you know mobile internet like a mega Trend and like all Mega Trends we can plot it on the Gartner uh hype cycle so first we start with the expect inflated expectations then there’s kind of a trough of disillusionment some of us may already be there then that that curve that slope of Enlightenment and finally hopefully we reached the plateau of productivity that’s the AI That’s The Gardener hype cycle for new technology every technology follows this curb but it doesn’t really summarize I don’t think it doesn’t get to really the feeling of being on this roller coaster so to put us on this roller coaster I’ve got an idea this was a literal experience I had with my five-year-old she’s six now I’d like you to meet aah Cresta I said it well uh she’s on an actual roller coaster here and I’ve got my camera in front of her to show her experience on this roller coaster you’re going to see the face of a 5-year-old girl on on her first roller coaster and she’s at that peak of inflated expectations right there she has no idea what’s about to happen this is where a lot of us are in Ai and the headlines show it right you that this is what all of our faces look like when you see stuff like this AI is going to lead to a 14% average productivity gain that’s massive that’s big news price waterhous Cooper says that it’s going to add $5 trillion to the global economy uh that’s a good thing right that’s good news uh and then we all start jumping in and we start to do stuff like this you know this is going to be amazing I WR I prompt chat P to create an article for me summarizing the top 10 roller coasters in the US and it does wow the top 10 roller coasters in the US just did that it just wrote the whole article for me what a Time Saver I’m far more productive that was great in 10 seconds AI wrote an article for me but wait a minute let’s follow a next if I can write an article we writing with one sentence in 10 seconds doesn’t that mean that my audience you got it you feel that you with me you see that face that’s where we are if I can write an article in 10 seconds my audience can also get that same information in like 10 seconds here I am I’m going to perplexity popular AI tool it’s a little app summarizes the internet like AI tools all do I type in top 10 roller coasters in the US and it gives me a list of the top 10 roller coasters in the US I don’t need to click on a website I don’t need to go to the to to to Google I don’t need to use a browser the tool just did it for me that’s basically the same thing that Chad just Chad gbt gave me wow what is gonna happen now that’s a massive disruption this could change user Behavior this could change the use of browsers certainly changes the job of content marketers and the nature the value of a website and of of an article of a URL so Gardner actually predicts that there could be a 25% drop in the use of search engines just let that sink in for a moment right uh Barry Schwarz put that on on X or Twitter and uh and and seos agreed that seems likely 38% of seos said yep we there might be a 25% Global drop in search volume across all you know that maybe that’s plausible and then you see headlines like this like this is the end of the web As We Know It uh oh flood of lowquality content is going to break the web the algorithms can’t keep up New York Times as reclines as will AI break the internet uh creators will have no incentive to keep publishing right and that’s what I mean that’s Adas face here we go we’re we’re at the trough of disillusionment but then there’s actually if you watch her face and if you look at our industry and that moment look she actually is starting to feel safe like she’s internalizing this she’s thinking about it right she’s this is where we are a lot of us are here so I want to step back and I’m going to take the big View and look at this and give you also practical ways I like to teach that’s I’m not really a keynote guy I like to like transmit skills and show methods and I’m going to give you plenty of those uh and but I’m going to start with the big picture first by explaining if you’ve been worried about Google AI overview killing click-through rates guess what Google has been killing clickthrough rates forever yes of course you start searching for something top 10 roller coaster posters in the US and you’re going to see like this it’s like a it’s like a a superpowered featured snippet that lists everything for you by summarizing the web and where are the links what’s going to happen right this is this is death death to website traffic but it’s always been like this I have this weird habit this hobby of share of collecting screenshots of Google search results pages I have for 10 years been collecting screenshots of Google search results Pages it’s a weird idea but it’s interesting because you can look back and see the pre-post on what happened to web right how serps have changed this was a Ser from 2016 for the phrase modern wedding dresses and the number one position was like 20 you know 240 pixels from the top of the viewport plenty of you know four of organic list Snippets above the fold it’s seven images or seven ads and 12 images try that again today wow that search results page is like a bridal magazine it’s filled with ads and shopping listings and pictures and you know there’s only eight organic listings and there’s 77 pictures so anyone that’s been tracking this I’ve been tracking my rankings for forever you can see the rankings don’t change that fast right I don’t know seos are very very concerned with rankings maybe we should be more concerned with clickthrough rates because that’s changing more dramatically you could rank number one every day for 10 years but your click-through rates are dropping by 50% or more and traffic is down by 40% that’s the story you maybe rarely see someone map it together where you can see like with the dates lined up your rankings your clickthrough rates right that’s Maz search console and ng4 in one screenshot that’s the reality right and this goes back years you can see it actually in one report just in search console by by turning on average position and click through rates and looking at the you know traffic drop even though the rankings kind of stay the same right steady rankings falling traffic so this isn’t new this isn’t weird we all have to be adapting all the time this is something we should have been expecting um I can’t show you this in ga4 because it doesn’t have enough historic data but if I go to Universal analytics and plot 15 years of organic traffic you can see the rise and fall but look closer it was called segments now it’s called comparisons uh separate out traffic for information intent visitors they land on blog posts from traffic for commercial intent visitors they land on service Pages the service page traffic is actually far less impacted right most of the rise fall of this organic click-through rate stuff is to articles people that just want information they just want answers they were never going to become a lead anyway that’s the reality of search you do it yourself in G4 and check the check the conversion rates again ga4 that calls them comparisons people who start their landing page included you know the word blog they started on an article the landing page did not include the word blog they started on a service page 10x sometimes 20x I have access to hundreds of analytics accounts and I’m looking at them all the time and I see this all the time so not only is the most valuable traffic far less impacted but I think that AI can help you improve your click-through rates does that sound weird I’m going to do some strange things you’re going to see me use chat GPT and way it’s probably not typical uh I’m going to use it I’m going to export data to find ideas for be for having more compelling higher click-through rate title tags yes Chad GPT can helpt me with this but I’m going to do it I I don’t write lazy prompts I don’t do single prompts I don’t expect value from typing one sentence my best Adventures into Chad PTR from uploading data or giving it detailed information about my audience here’s what the report looks like in Google search console if you want to export data showing the click the rates of your articles so uh I filtered out my brand name I’ve looked at I’m including only blog posts I’m doing this for Content marketing here at first and I’m I click the export button and it gives me a spreadsheet right like a CSV file a bunch of this is noise I’m going to delete all the things that have no clicks piles of these right but this doesn’t have my title Tags I’m looking for higher click rate title tags so I need to get another report out of ga4 these are my title tags just go to the pages and screens report and change that first drop down it’s called the primary Dimension to page title these are all your title tags of all your articles right now I add a secondary Dimension click the blue plus to see all their URLs because I need the URLs so that chbt can map together data from one report and data from another report okay so I’m going to delete anytime you export data from analytics did you see where it was that little share button anytime you export data from Google analytics you have to delete the first nine rows it just confuses the AI it can do it for you but it’s cleaner I think to delete those first nine rows I do this all the time delete the first n rows don’t forget and then upload this data to chat GPT okay for this you need the paid account the $20 per month account I think it’s worth it I think there’s incredible value from that 20 um it’ll uh I think Claude though uh um anthropics AI model will let you upload files without that whatever whatever you need to do what use whatever model you want I’m not advocating for chpt but upload the data and I ask it first the Google search console data can you analyze it can cool I upload the ga4 data can you analyze it can by the way remove all the non-english language ones I’m going with first language only use whichever language like we’re a global Community here uh merge the data with the other data set okay it puts the data together provide link to download you have to tell it to provide link to download because you never know it might have messed up I don’t really trust AI in fact I explicitly do not trust AI I check it I have to check it every time so when I click to download the link I can then look at the data and this is exactly what I wanted this is all you need to have chat GPT or any AI model recommend higher clickthrough rate title tags because it’s got the title tags and it’s got the URLs and it’s got the search position and it’s got the click-through rates right data analyst could do this it would take them a day and a half but chpt can do it for us in minutes so now that looks good I’m going to upload that here’s my prompt you’re an SEO expert you anal you’re skilled in analyzing search performance and you’re skilled in the psychology of clickthrough rates which of these Pages has lower than expected clickthrough rates based on its search position does that make sense I’m looking for the the the pages and title tags that have lower than expected clickthrough rates based upon their search positions right this is based on my it’s all benchmarked against my own data so then it comes back and it tells you your click you know which of these has lower than expected clickthrough rates and then it’s going to start recommending better click-through rates immediately these are better definitely they’re better look at the ones I wrote compared to suggestions 14 unique ways to say thank you to your audience it’s got a better idea 14 unique ways to say thank you and build your network look at a benefit statement how about this one there are two types of marketers the turtle and the hair uh see what it what it suggestion is turis versus hair which type of digital marketer are you question mark that’s definitely better that’s definitely better it identified which ones were the best opportunities and without even a subsequent prompt it just went ahead and suggested better title tags let’s all go ahead and run this and and batch upload brand new title tags to all of our uh all of our articles that have lower than expected title tags based lower than expected click the rates based on their search position fun right moving on I’ve got another concern hopefully that was helpful right it’s like I’m going up that you know I’m trying to get to the productivity Plateau this is the the roller coaster that we’re all on with my daughter number two another concern AI generated content will be penalized I think that’s a weird concern I don’t really have that concern there is no policy at Google but uh i’ I’d rather have us worry less about detectability uh because after all AI content is not detectable there’s scly articles about this uh some of the top names some of the big thought leaders like Ethan mik will tell us low low obvious AI writing is obvious only because it was low effort prompting multiple times removes detectability all of the detectors have high false positive rates none of them work well with the latest models so I’d say forget about detectability for a minute you’re thinking you’re looking at this wrong instead obsess over quality that’s what Google wants that’s what your visitors want that’s what the game is that’s how you stay top of mind that’s how you sleep well at night that’s how you that’s how you outperform your competition that’s how you remain like a like a a brand that has uh exceeded the audience’s expectations about the utility you can provide so in my experience this this slide summarizes my experience I had one slide this is it it’s the 10x efforts that yield the 100x results performance is always on an exponential scale right I will do anything possible to move even a little bit further over on this curve time is linear hey I can double down I’ll spend I spend an average of 10 to 14 hours on every article I write does that sound High not really that’s that’s I do that for the sake of efficiency right because I want to I want to create more of these super high performers because they get 100x results I spend 12 hours on an article because I don’t have time right right so let’s focus on on on U quality because it’s the high quality things in any channel or it’s the high quality channels in for any brand that get the 100x results right this is the job Larry Kim said years ago everything we do is either a unicorn or a donkey the job of analytics is help us find the Unicorn so we can go make baby unicorns I just like saying baby unicorns so do anything you can to get better results there I’m gonna give you an example based on a a a random business random category for the next few minutes we’re going to be a space launch serice company we are going to uh Target commercial satellite operators and rather than the lazy prompting I hate this please let’s not do this anymore write me an article about satellite launch best practices yeah you know if you could write that article if if Chad GPT could write a good article like this that’s exactly what you shouldn’t write because your audience can just prompt to get that same response out of chat GPT so it’s it’s also tastes like water it’s boring it’s undifferentiated I joke AI might as well stand for average information because that’s what it is it read 85% of the internet and it summarizes it that’s average information that’s what you get if you’re a lazy prompter not recommended that is not how to do the job so instead what I’m going to recommend is that we first teach it about our audience and then do some brainstorming together this is my Persona prompt please feel free to steal it share it with friends try it improve it iterate it for yourself it it works like this if I first teach the the AI about who I’m targeting all subsequent responses will be more on point build me an audience of a build me a Persona of a commercial satellite operator that’s a job title of a global Telecom that’s the industry maybe company size they’re responsible for planning launch missions that’s the responsibilities the challenges they need help deploying satellites they’re looking for new launch Services providers I want four things back their hopes and dreams their fears and concerns their emotional triggers and their decision CR IIA for selecting a company like mine if you don’t know this the decision criteria for selecting a company like yours you’re really not very well prepared to even make a web page right your job as a digital marketer is to know a lot about why your audience makes choices what’s important to them what they care about what they’re worried about what they’re hoping for what triggered them what the true story is there’s a true story in the life of every visitor to every web page articles sales Pages all pages you have to know that right that’s why we need to train the AI now we’re going to make something good so we tell it so now we want it to know how we they buy it makes us a persona it’s probably pretty good it might be partly wrong it’s G to be it’s probably named Alex or Jamie I don’t know why I’ve done this 100 times but don’t trust the AI assume here another joke AI might as well stand for assuming correct always assume it’s incorrect look for chances to improve it don’t trust trust the AI trust yourself so with minutes of research I realized hey the AI cares about insurance and risk management why wasn’t that in the Persona add that to the Persona add the following decision criteria for selecting a launch services company I tell it to improve my my Persona polish it up did it work I I’ll spend 10 minutes on this right or longer I’m gonna work at this I’m gonna read or maybe I’ve got our battle tested sales proven icps ideal client profiles just upload those if you’re not scared go ahead either way uh you now it’s going to know your audience and now you’re ready to do some brainstorming which according to my annual blogger survey is the number one use case for AI marketers number one use case for AI is generating ideas cool nothing wrong with that at all uh but before I just ask it for articles I want to talk to it it’s called chat PT because you have a conversation I’m G to have a conversation with it about my audien’s information needs your job is to know your audien’s information needs what information does the commercial set sat operator Persona need to do their job well right what does Alex want to know how could I be a Content strategist without knowing that scan down see any good ones see any ones that align well with your message with your value proposition with your past content with your passion story origin your influencer relationships you know your other high performing pieces yes strategies for backup and Recovery in case of failed launches when my audience reads that they’re going to know that I understand the risk right I’m publishing strategies in the for Recovery in the case of a failed launch they’re going to say wow this guy knows these people are are think like me right they’re they’re concerned next I’m going to finally you know now I’m going to ask it for ideas suggest 10 articles in the following topic make them you know capture the interest of the Persona provide practical utility make them compelling and memorable those are my words choose your own words make make this prompt whatever you like whatever lines with your content strategy make them entertaining and fun you know make them engaging and uh provocative whatever your favorite words are uh and then I copy and paste in that top that topic that I liked what does it come back with gold that’s good now now it’s much much better than lazy prompt bridging communication gaps ensuring seamless team coordination during launches I don’t think I could have gotten that output without this input right garbage in garbage out I give it as much as I can but I might not like that either I’m scanning down a bunch of them before choosing one and here my final little joke I joke that AI might as well stand for another input because you are the strategist you decide if it’s good for you or not we don’t just take everything it gives us and assume it’s all good you got to think about this stuff right keep using your brain keep adding value we don’t we’re not GNA abdicate our job to a robot that was the peak of inflated expectations right you’re going to crash if that you try that so what did I do started with persona I gave it the uh I talked about information needs and then finally then finally started talking about topics okay so are you still worried about an AI penalty you should not be if Google were on this call I would show the exact same thing what am I doing datadriven empathy because that’s my job I’m trying to I’m trying to help somebody in this world right I’m trying to make a be a useful resource in the life of this commercial sat of that operator right I hope I hope Google themselves is doing this if anyone knows a googler go Ahad and share this I I love their input it might help them do a better job okay one more idea uh this one’s a little um less likely to be loved by Google but but uh it’s actually quite clever and I think it’s actually still perfectly ethical I’m G to take ga4 and G and Google search console data and I’m going to get it to make SEO recommendations this is probably what most people would like to hear as advice for AI powered SEO uh again I’m going to Google search console and I’m going to export all the data from for for keyword performance uh but this time it’s for one URL I wrote an article about uh how to make social media videos this long I could pick anything but I pick this one and so I’ve made a filter to only show that one URL I’m GNA export that now this entire model is based on the fact that all urls rank for phrases that don’t even appear on the page so L URLs have the opportunity to rank higher for those specific phrases by simply incorporating them in the content right if you’ve got a page that ranks for a phrase that isn’t even on the page put that phrase in the copy somewhere and it should perform a bit better right so uh I export this file I upload this file I I I tell it I’m giving a Google search console data showing the search performance can you analyze of course it can and then you might need to clean it up a little bit merge the rows with very similar queries into a single row with a representative marketing keyphrase you know as you do so merge the data combine the Impressions and clicks and average The Click through rates and average positions provide a link to download because I don’t trust you AI I got to double check your work provide a link to download I look at it check it how does it look looks great right this is these are all the phrases for which that URL ranks these are all the clicks Impressions click through rate and position so not all these even appear on the page so here’s the next step here’s the web page for the data you just analyzed evaluate this content’s keyword usage and frequency based on the phrases in the data set copy and paste in the article right so it comes back to evaluate it I got to do some text pre-processing sure go right ahead some keyphrase extraction whatever it takes buddy you got this and then uh it’s going to start making recommendations read these it is this is this is some good work I if if I were my intern I’d be like patting you on the back good job uh The Prompt that leads to it says focus on recommendations for including key phrases that are not on the page but are in the data set and while you’re at it improve the flow and quality of the content right I wanted to suggest edits that would help it rank Higher by indicating relevance especially for those phrases that are in the data but not in the page and do some make the writing good okay I’m not do I don’t want to do any keyword stuffing here so it comes back read this social media streams are crowded fast- flowing and competitive I wrote that sentence perfectly fine sentence nothing wrong with it but read the revision navigating the crowded and competitive social media video landscape can be daunting that’s just as good and it’s more keyword focused what do you think not bad huh let’s try this one it wins for the algorithms and wins for attention what is a suggested revision what is AI it’s a brilliant to language right it’s going to be good this is why learning how to create captivating social media video content is crucial look it noticed that the key phrase was in the data set exported from Google search console but not in the copy I think that’s a bulletproof onpage SEO recommendation engine you know you turn to you turn Chat to SEO software but you first had to give it the data right no lazy prompting uh and by the way if you’re in the same conversation where you first taught it the the Persona then it it’s even more likely to be on point just sharing just a just a point of view take it or leave it you right it’s like a salad bar just pick the tips you like leave the rest I’m just showing you things that I found to be interesting and useful and maybe they’re interesting and useful to you right this is early days still but I I thought that was fun okay next big concern search itself is threatened Gartner’s prediction 25% drop in global search volume uh oh watch this I’m going to capture my screen while I go to to Google right I’m using like basically with browser plus search engine plus website to get a recipe guacamole it’s a sof for chips right okay uh wow a whole bunch of guacamole recipes here they all kind of look the same I don’t know how about this one uh okay there’s a lot of share buttons on here and a favorite heart at the bottom and we got some ads loading at the bottom oh video on top and some more share buttons and I’m where’s the guacamole recipe uh scroll back a popup window a Capture wait what what all I wanted was a recipe instead I got a video ad a sticky Banner a favorite this button share buttons a popup window capture text this is not good this is a nightmare we let’s all admit In This Moment July 2024 that the mobile internet experience is bad very bad the internet’s a mess this is not a happy experience I I I did this again on a desktop and then looked to see what I had downloaded 17 CSS files 72 JavaScript files browser plus search engine plus website I downloaded 48 tracking Tags I’m going to be for weeks 43 images all I wanted was a recipe instead I got I got two megabytes of data transferred try it again using Chad gpt’s app open the app type in the recipe how do you make guacamole next thing that happens you get a guacamole recipe and that’s it it just gave you exactly what you wanted probably every day thousands of people are realizing there’s a better way to use the internet if you didn’t know this if you hadn’t tried this that’s all you wanted that’s all you got 128 words so maybe we’re in an era now when the guacamole recipe is just basic human knowledge and nobody Google or that website should be able to monetize that visitor I’m fine with that because this is not good this is two gigaby two megabytes versus H compare 12 ads and offers six modal Windows 14 tracking tags two megabytes of data 2,000 words really all I wanted was a guac recipe people so I don’t know it’s this is not this is these are tough times for the web right this is why we should be having this experience so what does that mean for Content Discovery what does that mean for the content marketer right is this what does that mean for the use of browsers and Google itself I don’t know but I’m not I’m not going to overreact here guys I’m not going to panic because guess what you can also AI can be a source of traffic go ahead and look create a create an exploration in in in G4 and I’ll show you here’s the the the segment I made this won’t even capture all of them because it doesn’t get app traffic but this is just from websites and browsers this is a regx that shows me traffic from AI to my website look wow I’m getting traffic from AI right no search engine involved so it’s not unlikely at all that content Discovery will change but that doesn’t mean that the value of creating awesome content publishing original research helpful useful timely stuff you know detailed detailed pieces so let’s answer this question this is the most important marketing question of the Year 2025 probably we can start this we can work on it now how do you get AI to mention your brand and your content how do you get yourself into the training data how do you teach chat GT5 that you are the a good resource on these topics or your company is a good a good partner for these services I don’t know it’s not SEO what do you want to call it AI I’m making it up I’ll leave it to you you guys discuss amongst yourselves and decide what this new category will be called but what you want to have happen is someone says well what’s the best web design agency in Chicago orbit media Studios that’s my company I took the screenshot on a good day I’m really kind of like that’s not a consistent outcome but you get the idea uh so but that’s my point is how do you get that to happen step back and first consider what was the training data for chat GPT chat GPT 4 we don’t know but chat gpt3 is published we know the training data it was trained on the common crawl whatever like 85% of the public internet 250 billion pages so we want to be in the common crawl of course right in many places in the common crawl web text 2 it was trained on these web pages that were linked to from Reddit post with two or more upvotes that sounds weird I think it’s actually kind of clever books one and two this is just like a bunch of subtitles and they had to you know teach the AI grammar and language and vocabulary and so it just needed lots of data vernacular spoken data uh words language and then of course Wikipedia which was heavily weighted right that that was given a greater weight in the training mix okay we know so the idea then would be to to appear in the training data with your name brand you know value prop differentiation in many places just as an example these are the knowledge sources from from which trat GPT was trained gpt3 and these were the news sources for which uh from which chat gpt3 was trained so not weird the idea is that you want to have appear in many places here’s my quick suggestions and this is mostly speculation but it’s time for us to ask how do you get the models to know you and that you are legit and relevant on these topics deep content and original research right those are what the citations are in perplexity and the AI overview YouTube videos they appear in tons of AI overviews right and and and they’ve got transcripts they can be crawled and read right so that so the strategy for that that’s called content marketing weird same strategy dude for a different Channel yeah maybe how about list posts appear in list posts press releases appear everywhere they’re definitely crawled and ingested by the AI podcast but only if they have transcripts we don’t care if they’re popular podcasts or if it’s you’re on a list post with you know on a high Authority website that’s not really the point it’s just to appear in many places The Authority isn’t the isn’t uh is relevant here right the yeah doesn’t care if there’s been a million links to that or one link to that right a podcast that has you know a detailed transcript with some your elevator pitch and a you know description of your business on a very unpopular new podcast that might be better than a famous podcast without any transcription of course I’m only talking about training the AI and getting getting mentioned by an AI model I’m not talking about Vis you know brand visibility influencer relationships and uh you know all the other good things I am a you know there’s more to life than search and more to life than AI rule number one is to connect with your audience okay this is a AI SEO presentation but I would definitely prefer to be on a podcast with my target audience as listeners finally directories review websites local local SEO internet Yellow Pages aggregators forums discussion boards all the things be in all the places in other words the biggest digital footprint will win that’s how you’re going to train the AI okay watching the time we’re going to move on uh the internet’s going to collapse this is my fourth and final concern and that moment of Despair right the disillusionment we’re going to come back up oh no the end of the web and search on the computer as we know it yeah you read this article back in 2013 they’ve been predicting the end of the internet for a very long time that literally is an article from 2013 it’s the end of the web as we know it the algorithms are going to be overwhelmed what are they going to do social media and search want people to handle it yeah that is algorithm marketing right what about all the other types of marketing uh your audience still needs help right and there’s more to life than search think about this for a minute we we need to diversify here people SEO and social media marketing the there’s an algorithm in between you and your audience big Tech sits right between you and your target audience but relationship marketing email referral Partners Word of Mouth marketing influencer marketing that poll question we had just in the last session like well how many channels do you use if it’s if the answer is two and they’re both algorithms you might want to reconsider events offline marketing Community Building webinars these are direct right this is this is disintermediation this is how you connect without a without big Tech in between so what are we diversify let’s broaden our skills if AI could make us more efficient maybe we can add a new skill set think about this this is called the t-shaped marketer these are all the marketing not all but just an example of a bunch of marketing channels and and skills and strategies the best marketers in digital have wide breadth of knowledge across many areas of marketing but then they go deep they are t-shaped they go deep into a certain Channel if SEO that’d be things like keyword research and Tech SEO and performance tracking and eatx and site architecture they have deep knowledge so allow me to suggest to you if you’re an SEO uh and considering expanding your skill set to focus maybe on conversion my my concern about the SEO Community is that it’s all cheese and no mous trp if you if you could get better conversion rates you’ll have better conversion rates from any traffic Source not just search this will work for everybody this is a 100 this is 100% relevant to All Brands right startups you know Fortune 1000s big companies small companies B Toc B2B High consideration low consideration right anybody so yeah I’m an SEO and I have been forever I’m also a conversion optimization my hope is to be a dual threat marketer and focus on improving that number remember this from the first Slide the that that number that the session conversion rate from that for that high Stakes visitor on the key service page and here again maybe AI can help us with conversion optimization example web page service page targeting commercial satellite operators bad page weak page thin content 250 words no supportive evidence ranks low no the video is weird so I’m G to give this web page to AI uh and upload the full screen full page screenshot that’s my favorite way to have ai analyze UR well give it a full page screenshot I just wrote about this uh on LinkedIn that way it can evaluate the visual hierarchy and it can see Awards and Trust seals and you know Badges and certifications so I upload that to AI with this somewhat detailed prompt a lot of my prompts look like this this is not weird for me it’s the detailed prompt kind of says here’s a page you’re a conversion optimization expert you’re good at evaluating Pages against their ability to both inform and persuade cool that’s our job inform and persuade and I want and you you you know that the best Pages have headers that clearly indicate the topic and that the copy answers visitors questions and that the order of the messages aligns with their priorities and that the page uses lots of supportive evidence like testimonials and statistics all this stuff right this is just take a screenshot or download the deck these are just my best practices for for web pages conversion focused this is a conversion optimization audit prompt and it comes back and evaluates the page oops the page does not address concerns such as reliability chat GPT just found a gap right keep going oh the page does not prioritize their their information needs like cost Effectiveness and Tech capabilities oops Gap oops the the page does not add any testimonials partner logos case studies statistical evidence or any support for the claims oops there’s a gap the page the the subheads are very vague it says our technology it probably should say proven launch Technology based on Decades of success that would be far more credible what did I just do I did that all in the in the Persona prompt but I I did not and I do not use AI to be more efficient I don’t care about efficiency that’s not the point of marketing the point of marketing is to make something that’s 10x better than your competitors and but your visitors expectations that’s how to win that’s how to stay top of Mind only a few brands in every category can be top of mind this is how to do it to exceed their expectations to go to blow it out of the water on quality the visitor lands like what this page is reading my mind I’m not looking for efficiencies I use AI to find deficiencies and then go make it a better page AI powered Gap analysis Persona based Gap analysis very powerful very useful so I’m going to suggest one last thing here as we climb up the curve I got to watch my time as we climb up the curve and get to that point of productivity this is my daughter at the end of the ride look we we made it you did it a good job that’s it what wait that’s it I got this I can do this I’m Gonna Leave You with one with one final tip which is uh should be comforting to humans those of us on this at the the web growth Summit that are human uh it starts with this quote from J bear he says the problem is not that AI is doing what marketers can do the problem is that marketers keep doing what can be done by an AI just let that sink in if an AI can do it you should stop doing it and let the AI do it and instead do something that can’t be done by an AI is that strange does that sound weird is that realistic absolutely I will say I I will this most of the things that you say in day-to-day conversation AI could never write there’s just absolutely true right I’ll give you an example here’s an article that I wrote G4 versus universal analytics right this is the other disruption from last year we all had to learn G4 sidebyside comparison plus input from 10 angry marketers that timing is perfect based on my knowledge of my audience because I published this right before the ga4 cutout date in July okay so that first of all I I know them better than my better than the AI I know my audience I talk to my audience every day AI does not so I knew that the timing was just right then scroll down we get to this sentence G4 is better than Universal analytics that’s my point of view I believe that I actually believe that’s true I know I’m in the minority but my point is that’s a sentence AI could never write because it has no point of view AI has no opinions it has no perspective it has no life experience it can’t write a sentence like that right uh coffee if you put milk in your coffee you wrecked your coffee that’s bad coffee coffee is supposed to be dark and Smoky that’s a trivial example but it’s another sentence AI could never write it can’t you can’t get you have to try very hard to prompt it to have a to to state an opinion and in the end it doesn’t care about anything it doesn’t actually understand what it’s saying it doesn’t have any feelings about anything at all so there’s a million things that we say every day that AI could never say you can Im so my point is thought leadership content cannot be done by AI only done by humans that personal video with me making my case in front of a camera AI can’t do that it has no face that visual metaphor comparing ga4 to Universal it can’t do that it that that’s this is my own creative input and AI can’t do this I reached out to my angriest friends Mike King and Justin Rondo and court and Alex and zanti and Amy because AI has no friends it cannot do good influencer marketing I built relationships over years that it can’t it did not so do what the machines cannot do you are still a valued human this is not going to come close to hurting your job if you just move to things that where the AI made you more efficient made you more you know improved quality or maybe efficiency over here and now you’re focused on these things like thought leadership like taking a stand like drawing a Line in the Sand and getting down to the beliefs and values of your brand AI has no opinions AI has no friends and AI has no face chatti petite can’t throw a punch but one last tip I’m going to add one more one last tip can help you find provocative topics that your audience might love listen to these prompts these are very special prompts what are some relatively mundane almost trivial space industry topics that professionals have very strong opinions about I’m not trying to be controversial I’m trying to trigger a conversation and it comes back yeah units of measure metric versus Imperial H everyone’s got a point of view on that naming conventions naming spacecraft and celestial bodies that they’re definitely going to have an opinion about that rocket design philosophies these are all things that my target audience my commercial sat operator might care a lot about right and and AI helped me find those maybe 80% of them are boring or Garbage or obvious fine skip those but a few of these might be really interesting for you to come out and have a have a point of view which AI has no point of view you say yeah it’s ridiculous that the United States is not converted to metric it’s embarrassing for Americans I’m embarrassed you know AI can’t write that sentence right it has no point of view try these prompts what questions are people in my industry afraid to answer what false things in people do my industry think are true what are the most common assertions do people in my industry make but are least likely to be supported by evidence go publish that original research now right there’s your there’s your missing statistic what are the most important topics that are the least likely to be covered by the popular blogs right do Gap analysis on my whole category and my entire industry this is everything my industry’s ever published there’s a hole AI finds the hole you plug the hole or better yet what counternarrative opinions are the least likely to be discussed by thought leaders counternarratives these are powerful words to add into prompts what are the counter narratives okay we made it we did it we’re there we’re at the top look she’s ready to go again look at her happy there’s my wife she’s happy my son in the front seat that’s it guys you got it we can do it this is it’s all going to be fine channels will change quality will not the brand that best understands Their audience solves for their information needs builds trust answers questions and grows awareness and top of mind is the brand that will win that will be forever true okay Brent I’m going to Tab out we left just enough time for a question or two I promise to leave 10 minutes I think we’re we’re mostly there I could definitely keep going but we’ll we’ll pause yeah perfect timing Andy um dude I’m blown away I just I just want to say like before we get into questions like thank you for this talk uh I know for myself I’m gonna ask my whole team to watch this talk I want to just have our audience uh I’m seeing lots of props already but uh let’s give um Andy a little virtual Round of Applause for an amazing keynote that is packed with so much great content I’ve heard that phrase uh you know don’t be scared that AI is g to take your job be scared that somebody that’s using AI is GNA take your job and I’m I’m thinking to myself right now I’m like damn Andy’s gonna take my job right he’s gonna take all of our jobs because this was a phenomenal uh talk on marketing and uh on ai ai uh let’s jump to and just seeing uh Leanne said this is the best SEO talk I’ve seen in a very long time just phenomenal absolutely brilliant uh I feel like I have paid I should have paid for this uh phenomenal presentation gold this was so good thank thank you best of the day lots of Applause here uh so if you all have a question for Andy let’s get that in the Q&A panel we’ve got a few questions in there already um I’m gonna put this one up there first about um there are new threats out there like deep fakes Etc if LLS gets information from fake sources how reliable will it be right so at what point is the AI start consuming the ai’s false information um any thoughts on that one yeah uh I I I separate all conversations I have about AI into two groups there’s the between you know nine and five and I want to be uh do my job and do it better than I did yesterday uh the political implications accuracy bias uh labor market impact I kind of touched on some of those but these are things that uh I don’t have a practical perspective on but I have lots of concerns about I think that that there are big problems in I mean it’s what that question is about AI safety and they Engineers need to work very hard on that uh people are just really really bad at checking sources so I mean My Hope Is that as marketers we can be the source and be the source of Truth and be a better answer and therefore when someone’s skeptical about something or looking up a statistic or getting an idea or looking for a framework or a checklist or best practices they tap and go to go to read us but but when they don’t do that they’re accepting something without validation I’m scared because we should not trust Ai and when that thing they’re accepting has political implications in that example right or uh you know it’s plagiarized or it’s or it’s inaccurate uh you know or it’s a it’s a a bad actor trying to manipulate us uh there will be uh bad implications from this uh but if it helps put it in perspective social media has bad implications and we move on we keep going we teach our kids teach your kids I guess is my my best answer to that is like let’s all be diligent about checking sources and let’s teach our children to check sources AA will get this lesson uh when she’s ready uh this is a question actually from chat uh and and I have this same question right how can we get some of your prompts do you have some uh some resource blog post or whatever on how to become a better prompter how to leverage like data in your prompts like you’ve done so eloquently uh in your talk uh yeah I’ve published them all uh well I mean as I get to them I publish them all I’m going to put it in the chat this is every article I’ve written about AI uh there’s a uh every one of those articles has all the prompts there’s probably 20 that we didn’t touch on today but yeah I write these things so you can copy and paste them out of there uh I don’t see any value in trying to hold back I think that some of these have such high value you feel like you just wrote software when you when you you know it takes hours but you iterate a prompt that really works well um and I have had moments where I’m like oh this one’s really effective should I share it all that’s anti-marketing sentiment you should all share every all your best I I we’re past the era of Secrets as Mark schaer would say so My Philosophy is just to try to be the most helpful human on the internet so I all the prompts are in all those posts very cool I love that um I’m not 100% sure what the last part of this question is I’m G to take a guess at it but when I search Google Gemini comes up on top maybe why would Google uh do that um I think is maybe the last part of this question just says why would Google um I’m assuming why would Google put Gemini ahead of their search query any thoughts on their strategy there oh right I wondered that too at first I was like whoa uh where are the ads what’s going to happen here I think that they have acknowledged that accessing that AI summarization of the internet and of corners of the web is a better user experience than browser plus search engine plus noise noisy mess of web pages so uh they are uh just trying to stay relevant I think in this era uh there there is actually some risk of them losing market share for the first time since I’ve been using Google right this is like a brand new brand new thing uh I it’s hard for me to say though what the strategy is uh in the end I think Google has a very strong play to become a dominant AI platform because uh information is how AI get trained and they have vast amounts of information they have all the computing power they have all the pieces in place the problem is that it’s a bit in contrast with their business model because uh part of the reason why AI s in perplexity and chat are such great sources of information is because it’s clean and fast and private if you care about that it’s amazing uh the web brows the mobile browser and you know mobile and and experience on websites after you click is not great right it’s a mess so uh they’re going to figure it out I don’t know if in the end they’re just a slightly less valuable company but um I wonder too it’s hard to know I feel like with Google though you know you’ve got the I mean the whole Google workspaces got everybody’s email they’ve got business documents like I’m I’m very interested I mean they probably have one of the largest you know collections of data on planet Earth and so I’m sure they yeah Maps YouTube they have they’re so well positioned they’re so dominant I couldn’t I mean try to not use Google for you know for half a day it’s all I mean they’re the most popular operating system in the world they’re the most popular browser in the world the most popular Search tool the most popular Analytics tool the most popular map tool the most popular video host hting streaming platform uh their leaders in productivity software their search is um is where is there a revenue Center but I think that there’s a lot of strategies they could play awesome Andy um one quick last question for you here today how has been your experience participating in this year’s web growth Summit AT cloudways you know uh maybe maybe unique but I’ve been a fan of cloudways for a long time there’s a 10 years ago I met a marketer who was there and I didn’t know anything about the brand and have gradually come to just have huge respect very cool the way that this this uh program has worked out uh clearly there’s tons of interaction I would just say you know let’s all connect with each other let’s all keep in touch and uh keep sharing uh you know it’s kind of sad when conferences end but hopefully with this can be a new beginning but no I’m I’m honored I would never miss the chance to be part of anything cloudways does and was a a it was a um you know a small thrill to be invited to be part of the web growth Summit so thank you brand awesome well Andy based on our uh our user reactions to your keynote today I’m sure we’re going to be tapping you to come back to our future web events like our Prepon or a podcast or other channels like that so amazing talk today um I think we have your uh blog pinned in the comments so for our uh audience out there today if you haven’t yet checked out Andy’s blog over at or orbit media.com go check that out obviously a massive amount of information I love so many of the takeaways today of just focusing on on quality and not necessarily efficiency I think that almost goes counter to like the poll that we heard earlier where 45% of people said that time was their biggest constraint in trying to be efficient or fast or manage so many platforms that the thing I heard from Andy today was like slow down spend more time be more thorough bring your own unique assets to the audiences that you serve out there um bring your own unique voice have a opinion have a position and I think those lessons and so much more uh in this episode are going to be great for our audience out there today so thank you Andy again um our audience I’m sure will will follow up with you and check out your stuff so thank you again for being here thanks cloudways thanks Brent have a beautiful day everyone and this is GNA wrap up day one of our of our web growth Summit um if you haven’t yet completed the survey for uh your participation in web growth Summit we’d love for you to do that um so I think our team can link out to that to make sure that you all fill out our survey uh and give us the feedback that we need and can help us improve our sessions here at cloudways and the web growth Summit tomorrow uh is day two of the web growth Summit we have another packed day of amazing content speakers discussions activities so definitely come back tomorrow for more great stuff um we’re going to be focused on how to maximize traffic we have some sessions on website reliability website uiux and a live website performance review which I always love seeing those of how our websites actually perform uh obviously website speed is a huge topic still and has a huge impact on conversion on visitor retention and all that kind of stuff so come back to us for day two make sure you complete our survey for the web growth Summit and we are looking forward to uh kicking off tomorrow web growth Summit 2024 so thanks again for being here awesome hanging out with you all in chat today amazing sessions amazing speakers and that is our program for day one until next time I’m Brent Weaver