Group items tagged

Why we care. Economic uncertainty has kept marketing budgets flat (or even reduced) and put greater focus on SEO this year.

Google has warned against using AI-generated content for years – although that guideline has softened in 2023. Now, Google cares less whether a human or AI writes your content, as long as your content is helpful to people and not created to manipulate the search results. 

For every $1 put into SEO today, organizations can find compounded benefits over time, resulting in greater ROI, Yu said.

This is perhaps the most crucial element when sending an SEO report to your CMO. Reports that fail to emphasize SEO’s influence on revenue can make the C-suite think the channel is unproductive.

Initialism: CWV, CSS, JS, API, GA4, XML, CTR, CMS, CPC, DA, LSI.

Corporate fluff: Circle back, touch base, agile working, low-hanging fruit, caveats, bandwidth, cascade to the wider business, take things on board, utilize all the tools in the box, results-driven, reinvent the wheel, etc.

Creating things other humans who use ChatGPT prompts can’t (or won’t) create is the only path forward. In my experience, the three biggest advantages human creators have over AIs (for now) are: Emotion – ChatGPT can’t be vulnerable. It isn’t scared. It feels no empathy, nor can it convey true regret. It isn’t humble or prideful, distraught or loving. When you prompt it to communicate using these emotions (e.g. “Say that again, but more empathetically?”), the results feel inauthentic. Spicy autocomplete almost never elicits the emotional weight that good, human writers can. Novelty – If an idea, a bit of data, a data source, an amalgamation of information, or an event didn’t exist before 2021, ChatGPT isn’t going to produce content about it. Technically, it can create new works, but these will always be derivative. If you ask ChatGPT what to write about to please an audience of X, it can only tell you what they might have cared about in the past. Creative Insight – After reading the output of a LLM AI, you will almost never hear someone exclaim “Oh my god… that’s a great point!” or “Whoa… I’ve never thought of it that way.” Nor will you see the AIs get artistic or inspirationally motive with their replies. “Oooo… I just thought of a great way to visualize that,” or “I bet we could make a really cool video game based on that premise,” aren’t responses the machines can compete with (yet).