How will ai artificial intelligence Affect the future of search engine Optimization this is a huge topic within The seo industry we’ve already seen the Advent of ai writing tools that are Quickly getting adopted to supplement And sometimes even replace the need for Human writers for content generation According to this youtube community poll Many of you viewers and subscribers also Agree the topic of ai and seo is Important indeed but did you know that Ai extends well past content generation In the seo’s toolkit here’s a guy that Definitely does robert nishal is one of The best seos i know he’s also part of a Small exclusive testing group i share With the likes of corey kyle roof and Others and he’s been using ai in a big Way with his seo methodology robert gave A private presentation on the state of Aiso at his conference in poland people Loved it and i did too so i convinced Robert to come here and share everything He knows with you make sure to smash the Like button if you appreciate him coming On here and taking the time and get Comfortable because you’re about to get Taken for a ride robert first off thanks A lot for coming on in a moment i’m just Going to hand things over to you so you Can go ahead and get started and drop in Some knowledge bombs on us but for the You guys that are watching make sure to
Stick around to the end because we’ll Have a q a section and i’ll ask a lot of The questions that i have that probably That you’ll have too during the course Of this awesome presentation Thanks a bunch robert over to you thanks Matt thanks for having me and let me Show you uh my prizes so To start It was my first connection to computer I’m sure everybody of you Remember this prompt It’s a first command line in dos And then and the name is a prompt And As for my presentation the prompt will Look like this Um actually Somebody is with me on this presentation And the whole presentation is my Dialogue to ai and let me show you Something i asked him or her Who are you And it replied that i’m 20 year old Student at the university of utah in the United states And i’m alive I added it it’s my joke but for me Actually he or her is alive the next Question was where are you now and The response was uh i’m at home So i was wondering could ai help me in My seo strategy and the response was There is no size fit all answer but for
Sure ai can help me with keyword Research content optimization with Building and Competitor analysis so Let me show you some Custom made examples how you can use ai For your Seo strategy and the presentation called A state of ai and actually is a state of Seo for 2022 so let’s go To start Everything in seo is just about the Semantic And i’m not native speaker and sometimes I need to figure it out The meaning of a word Because of the Sentence context or just to Answer just to you know Explain for myself what each word Means and for google is saying because Before the whole semantic and natural Language processing google don’t know The the uh the meaning of the word and Google had to figure it out for example What cut Means and google read whole the internet And because of the context now he Understand that the cat is a fluffy and A fluffy pet with fancy tail So It has it how it is how google Understand the meaning of the word And the next thing is nlp the most
Fancy buzzword in seo in past and Following years And i just wanna Show some example how google can Understand your content on on your Website and also how google understand The whole structures of your Website and the first thing is Tokenization so google just read the Whole content on your website and count The number of words Google also exclude Some sort of stop words For example in english it would be in At The uh Off So Is uh The stop word means words without any Sense To whole content and it brings us to Entity So Is uh the meaning of the content and the Special words in the content And in the structures Which brings us The value and brings google a sense of Website The next step which google does is a Normalization so google wants to our Needs to compare The
Entities to other entities and the Content so It lowercase or all All words exclude or Question tags exclude Special characters in poland there is a Lot of special characters in english There’s no Special characters but for example in German a german language you have umlaut Or something like this and we will Exclude it in this process and also Inter-function The next process Uh which is a limitation It’s bringing awards to the simplest Form for example doji Will Go for a dog or dogs to a dog And The whole process is about Making the most simple Form of each word And then Google Changed the words up to Numbers so it’s talking to vector word To vector and it looked like this It will look like this So all words are Changed to the numbers and there’s a lot Of numbers a lot of numbers and it is How your content looks for a google And i’m sure you remember this scene
For a matrix movie where the guy was Looking on the screen and he saw a Following Following words following numbers Following something And in the movie he saw a lady in a red Dress walking by the fountain It’s how google understand your word It’s same as in matrix And Now it’s a number so Google advector so google uh introduced Some sort of Knowledge graph Google knows that the piano is close to Violin Google knows that the tofu is far away From a sausage or a beef And it’s how google connect Meaning and connect Clusters or for example instruments if We think about the music piano violin Guitar etc google knows that is Close to each other and it’s how we have To build our content and our website The closest possible meanings and Closest possible words To each other And it’s how it is how google brings uh To the to the plot to do to the table Uh let’s say ai or his brain he knows Everything about our life because he Read the whole internet and whole Wikipedia bbc
And all the sources of the knowledge This is not google knows what to expect From us from our content From our website and There’s no game anymore there’s no Random content Right now because google knows what he Needs But the question is how to use this Knowledge and the first thing is topical Authority which is the second big Buzzword in seo 2022 it’s Just about topical coverage if you Want to make a website about cbd for Example you have to go for every and Each of each topic connected to cbd for Example cbd for dogs How to make a joint of cbd etc etc you Need to Cover every everything and every Question related to This topic to rank higher because if you Have more keywords you have more traffic If you have more traffic you have more Keywords and it’s like some sort of Vicious circle more equal more in this Case And the things How to leverage this knowledge is to Connect the dots let me show you an Example of internal linking Internal linking is a process of Connecting contacts and but that but the Thing is
Internal linking Directly point to google where they have Or where it has to Rank each keyword and avoid Cannibalization pass the page rank et Cetera and this is the first case study I want to show you we made in our Company custom-made nlp-based Internal linking software and as a Result we just connect the dots we just Connect the meaning of the words and Whole Let’s say coverage of each topic with a Specific point pointing each keyword to Each page and it’s the result To conclude google after this process Know exactly where Each keyword needs to be ranked and You know it’s like a triple triple in Organic keywords in the short term Let me show you other example how you Can elaborate uh how you can use this Knowledge is as i i use a polish article Is a from One of the biggest polish news outlet And it stands that russia have used the Hypersonic weapon in ukraine And there is a simple model a text razor And it has also the api and you can Measure The topical Topic of each Article using this Categorization model
It was in polish about the hypersonic Weapon and This model knows that it’s a nuclear Weapon rocket russia nato aviation Military technology so you can try to Measure your topical authority you can Make your content audits to the Different level And measure what you need to need to add Measure how google can treat your topics Content and you can go like three four Five years Uh in history of your content and It’s great uh to Use it because it works in each language Uh Yeah but let’s go to open ai open ai is The best things the human Have already have done in my opinion Elon musk invested more than one billion Dollar uh to this project same microsoft Invest one More than one billion Dollar to this project and the whole Presentation and whole narrative i did Is Using open ai And open ai is open to everybody and They opened it like two months ago maybe So it’s It’s fresh topic and inside of it there Is some sort of playground i i hope you Remember this prompt because You know there’s a lot of interface
Based on open ai for example jasper Jarvis retro me etc but the playground Is a direct prompt to this ai And i use it to show you some Custom Custom things you have you can do With your website and directly with uh Ai Some example first one a simple one Content generation look i i write Something like write paragraph for Following definition what is seo look There’s no coding in here there’s no Fancy developer development in here it’s Just Just question hey buddy bring me a Coffee yes sir is your coffee and the Result is search gin blah blah blah i Have some paragraph about seo simple Let me show you some some other other More more advanced examples for example Extraction and analysis The whole seo is about entities Even google name it name Itself as a entity-based search engine So the next example is Extract entities from text i just Copy-paste the same text It has just Generated for me And the result is search engine and seo Obviously because the text is about it And now You can take all of your content from
Your website and Make a Ai based audit and it will help you Understand how google understand Actually your content how google extract The Entities from your content and you can Think that something is about seo or About a search engine optimization but Actually it’s not because of the Entities in this content so It could level up your all content Audits and content effort The next example Is ai auto optimization i name it like This but let me show example in in this Case i just add some keywords like link Building and content marketing and i Just ask insert keywords into this text Same one as i show you in the previous Slides and the result is that grouping That ai just rewrite the whole Content And add The entities or keywords i want to add Link building and content marketing are Two common methods used To improve seo correct Samara and tldr It’s great one to Optimize your websites And it’s great for direct answer because Of the way of Of building a sentence by the
Yeah let me show you an example I took same article about seo and i just Add tldr man It’s a result you can add it At the top of your website uh and in a Special you know way of formatting and I’m i’m sure you will win a lot of Direct answer using this method On your website and it’s for free is Just one line of Prompt actually there is no coding is Just Just asking to do something The next example For me is the best one key facts I took a random article from cnbc is About ukraine president zalinski In all media and in all news Since the war begin there is information About it for his embattled country uh he Wants to implement No fly zone over the ukraine and he is Always asking for additional weapons Sanction and Humanitarian support for his country But the thing is In in cnbc on cnbc This key point section was made by the Editor by human What i done i just asked him What are three key points in this text And i copy paste The text from cnbc And
Here is the result He replied me like zalayski is asking For no fly zone over Ukraine to stop russian attack correct It was in key facts made by editors Zalensky is asking for additional weapon And humanitarian support beyond what’s Already been granted to ukraine correct You so you saw in key facts And in this statement zalansky is asking For even further sanctions on russia and Leading russia supporters of the Countries president vladimir putin Correct so it’s the other way and Additional Free free stuff you can add to your Content based on ai You know The whole semantic seo is about the Question answering and question question From the one hand question question Generation and from the other hand Question question generation But there’s sometimes there’s a lot of Topics you you you can’t Ask a question or you don’t know what to Ask so let me show you what Ai expect us to answer in our content In this example i asked what are key What are five key questions i should ask About the mortgage Let me show you the results What is the interest rate true What is the term of the loan true
What is the loan amount true Fees associated with the loan monthly Payment And you can all you can also ask for More questions and then I’m quite sure if you answer this Question on your on your on your website Ai will understand it The best way Because It needs it google needs to needs this Question to be offered on your website And let me show your next case study is In polish because it works in each Language i asked about the cortisol Is a hormone of stress i have the high Cortisol right now and what i’ve done In this snippet in search results you Have questions correlated to each topic This topic to cortisol actually And the answers And what i’ve done i’ve just put it to Ai and i asked him to Rewrite it to make it unique And Because of or I just want to go to topical authority So i asked ask about the cortisol about All questions connected to cortisol Rewrite it to make it unique put to my Website and bam is the result one Thousand one thousand organic traffic in Less than one month and one thousand Five hundred keywords in less than one
Month because i cover the whole topical Topical it’s a topical coverage typical Authority about the cortisol and Connected Phrase and You will understand it’s proper and Indexed like In one week So it’s the next thing you can do with All your keywords all your topics just Look for the questions and try to answer In the simplest possible form as ai Does it Okay i think the technology is the Future of each seo efforts especially For agencies and big brands and there is Something like fine-tuning Because open ai Note Typical knowledge Open ai knows wikipedia and That’s it But you can fine-tune Let’s say to for example to fashion Niche you can Download scraper content for example From zalando is the biggest It’s the biggest fashion store in europe For usa i don’t know maybe it’s asus.com You can scrape the content and put it to Open ai and say hey buddy Learn it Learn the proper sentences According to fashion let’s say a red
Dress or something and then you can auto Generate the content Connected to your niche in this way you Can add tldr at key facts And so on and your website will be much Much much Better and you know it’s a custom it’s Not typical interface like jasper and Actually For me My limit is my imagination right now how I can use it And how i can Use it to make my website and content Better Yeah and next question is that does Google allow it To have one So let’s start Does google If google is Detected If how to detect the ai content is a Better question right now And let me introduce to A model called roberta But the most important part is the bird Inside the name of this model Because roberta is made Based on google births model and Birth is the most important model to Natural language understanding right now And google use it to understand our Content now
And there is a website where you can Check if if it’s a real content or fake Content So i put it put In polish uh Generated content by based on ai And the result is that in close to 100 It’s real for this model so if for Roberta is real for google right now It’s real Uh And the proper question is who’s gonna Win a race If it works like this And let me introduce you to Multi-unified model it’s the mum Is the next model Which will which will replace the birth In following months and i i’m 100 Percent sure is the matter of next month And everything will change For us because google will introduce us To The next thing first thing is natural Language processing Second thing is natural language Understanding so it’s bad And the third thing is natural language Generation and it’s Let me show you how it works So google is trying to Search in each vertical I mean Weather forecast
Images videos sounds etc and in this Case somebody asked How to prepare to go to mountain fuji And The thing is google don’t show him the Answer like sir Google generated him the answer and Said how to prepare to fuji how to Prepare to hike to fuji It it makes Totally different it will be totally Different way of searching and it will It will be introduced for us In the next i don’t know six months Maybe But the most important thing is google Will understand and The sense of not a sense of sentences And Google will learn in all languages And For example if you ask about the fuji It can answer you based on the knowledge On japanese google because He Will state that in in japanese google on Japanese content is more most accurate To talk about the fuji and the next Thing as i mentioned before it can Search In all verticals in this case somebody Asked if i can use these shoes to hike To fuji and google will understand What’s under on this picture
And generate the answer that yeah You can go with this shoe because it’s Fine fine enough to to hike to fuji And Because you know everything i show you I encourage you to be the best version Of yourself and make your website Like the best version but you know The most understandable version for These models But The most semantically understandable Version Because everything will change in Following months so if you want Implement This semantic Tricks Google won’t understand you and if it Will search in each language to generate The answer you have to do it You know you don’t need to be a High level ai engineer You can just You can just go for observation and serp Correlation which is fair enough To have a great result it is an example Of content website and their strategy Was just to observe the search engine Result page i mean The paragraph of the competitor website The questions i i’ve mentioned before in Special snippets Connect connected phrases connected
Search Etc etc connected phrases cluster the The keywords um it’s fair enough to To have a great result so i encourage You to Just observe and correlate the serp of Course use open ai and ai2 in your in Your strategy But It’s not easy Because the most important thing and the Hardest part of seo nowadays is Something which is called re-ranking Because each website has some sort of Historical vector historical model And we are not playing for tomorrow we Are playing for the next core update And it’s a it’s a marathon for everybody And because of the next core update Let’s say Next three months six months we didn’t Know it And You can Push google to re-rank it Instantly and let me show you next case Study i implemented all stuff i Mentioned in espresso And i did 301 so i just pushed google to Re-rank The whole website without any history Data each model machine learning model Is based of history and each model is Pre-learned in the past
And this is the trick how to Re-rank each website instantly And as you see in less than two months i Got Close to 100 000 Organic traffic because of this ai Strategy And this semantic understand Understandable way of building content And re-ranking Process Which which i initiated Because of 301 redirection Okay so few takeaways for you guys to be Better seo in 2020 so without data You are just another person with an Opinion Opinion is the most important thing in This sentence In a matter of ai and machine learning There’s no place in for opinion let me Show you some examples The best content Is 1000 words length It’s an opinion Next example you have to do this sort of Anchor Or Ratio of links or something his next Opinion in the world of ai there’s no Place for opinion so I truly believe that the next
Uh step in seo is data science seo And look On the software on the market how they Develop how they try to correlate the Data And actually it works so Without data you are just another person With an opinion if you want to be expert In 2022 There is no place for opinion And The next thing i You have to think outside the outside of The box It’s simple and everybody States the fingers out of the box i Truly encourage you to think outside of The interface Because you have a server user interface You have a jasper and other ai Based uh writing software it’s the next Interface I think it’s made no no It’s made by No non-seo guys What i show you is just a Dialogue with ai And your limit is your imagination how To Talk to him and how to give him a task To Optimize your website so think it Outside of the interface And you will be a rockstar in 2022 and
I guess i will leave you with this Thing question and just ask if you are Jumping the same three train As i’m already In and Thank you All right robert nice job man i love This presentation and i got a lot of Good questions for you Where to start um The first one i want to ask is one of The More recent slides we saw as you talked About how important it is to be Semantically understandable from what i Picked up from your presentation Semantically understandable and being Semantically friendly is answering Questions Clearly such that the algorithm can read Them probably echoing back the question Making things nice and simple don’t have These nice big flourishing statements on How to how to answer Um what’s a boiling point of water just Just answer it straight up Is there anything more to it than that Is there anything more than a missing On being semantically understandable So first of all you have to Use semantic html so google bot will Understand your website the next thing You have to answer The question in the most simple
Simplest form you can do it and you can Use a Schema.org tags to make it even more Understandable for google and you can go For Zero volume questions Because Somebody can ask about What’s their cortisol it’s obvious Question but It could be also zero volume question About How To i don’t know how to Do something with cortisol which which Has the zero volume but it it’s uh It sounds good for human being And you can also use it And Actually that’s it the simplest form Um A lot of entities Internal linking Yeah Simple i definitely have more questions For you but i i i i i i guess i guess We as our as a seo industry we over Complicate everything and we Look for secret souls Everywhere and There is not I got it i got it Um I’m sure everyone who watched this was
Thinking How the heck do you get this re-ranking Thing going because most of most people Are just They wait for the core algorithm update And up until that point traffic is like This then the core algorithm pip and Then the core algorithm pip and then More algorithm how do you how do you Keep the line continuous how do you keep Google keep reevaluating you You know it’s a game uh it’s a it’s a Game and i’m not sure that google won’t Decline this website in the next Algorithm is the first one Um but uh in this case i just fully Optimized the uh the content fully Optimize the structure to you know to Let google know uh perfectly without any Any time to To think Or refing where is the each keyword And how to crawl Sorry how to crowd this website And i just did a 301 to brand new domain So everything Was indexed properly without any garbage From the past the thing was in this Website had a lot of garbage Content a lot of garbage Subpages in the past and it’s the reason Why google don’t want to rank it the Proper way In this case it was just it
Cleaned things up i i i i also i also Read you know because you know I i I was able to do it So i was able to 301 to a brand new Domain but some sometimes it’s not Possible so you have to do some Some Crucial update on your website like Let’s say change the design Or Change type template change Colors [Music] You know you have to do some huge impact On a website which makes google to Rethink rethink your your structure and It’s a disappointing i i i went for 301 Because it was the simplest form for me But Some some other I fully understand that somebody can’t Do it and Just huge huge changes on the website Will will move a needle i hope sure so It’s not like there’s um some special Switch or some special tactic that you Can turn on and then google will Constantly just evaluate you every Single day you have to make a big change And then you can initiate it maybe once Or twice a year or something like that Right yeah as as you know Both of
Us know that there’s a indexation Problem right now and the trick is to Use Indexation api seriously it works like Like a charm And if you have a problem with any Indexation and i i think a lot of people Who who want to watch or listen us have This problem go for indexing api and as I Know it’s for even for free in a ranked Math plugin for wordpress So so it’s a quick trick And Nice yeah um let’s take things back to The beginning of the presentation you Were talking about the knowledge graph And it got me thinking right so if Google’s read wikipedia and they got This complete knowledge graph of of Everything how come we can still see Cases like kyle ruth’s lorem ipsum Content still working right there’s If he’s trying to rank for rhinoplasty Chiang mai or something Google knows rhinoplasty is not Connected to lorem or ipsum or whatever You know latin latin words um how come Do you think that works Uh Google is right in 75 Of cases And Each core algorithm will improve this
Accuracy i guess There is some corner cases like this Kylo ref case But as both of us know It’s not working anymore I think it’s a game of improving each Core up algorithm this um This accuracy uh where google Understands more and more but the thing Is if you are authority authority let’s Say authority enough You can change the Meaning of Of the world for example you are bbc and You are publishing uh Some Some article about something and google Can trust you And Change the this knowledge graph because Of your alternative yeah so you can Trick is is is a dangerous uh For example if you want to learn a History from This kind of sources But I think guru You know in in next update will be much Better better better and the accuracy Will be Higher Than it is now Nice So
Okay there’s there’s this request i’ve Had for you from for a long time about Your interlinking interface right so the Yeah Interlinking is easy for a small website You got 30 pages even up to 100 pages You know what content is relevant to Another and you can just link them all Together When you get into 500 page websites then It starts to get complicated and it’d be Nice to have a tool that would do it for You The tools that work these days are just Matching keywords so If um If there’s if you have a website about Um lawyer doi lawyers or something like That it and you’re trying to Rank this diy loss in new york page diy Lawyer new york page what should i link To it so well these tools will just go And find where where else did i find di Diy lawyer on the site that keyword but That could have been an article about um Like Like what what What happens when you get caught Drinking or something like that have Nothing to do with the actual law or Anything like that and they would just Say to link them up but i think it’s a Lot smarter to just leverage google’s Nlp
Api or something like that to ask google What topic is this page what topic is This page and should they be linked Together what do you think Is that what your linking software does Exactly we use a spacing is Open sources Open sources Nlp model and we do The same way as you mentioned so we Categorize The pages Extract the entities from each pages and The most important thing and it’s why i Go for data science and big data because This software you mentioned and these Interfaces I mentioned in my presentation they are Trying to measure the whole beach Because of the one grain of the sand But the data science is measuring the Whole country and then you Can understand which keyword or which Type of keyword or which clusters Will All have to rank together and then if You have this data set of the whole not just the single grain or Single single single keyword You can run your nlp model and try to Connect in each Possible Form language form uh in a content and Then
It’s ready and It makes a difference seriously nice Nice i want that can i have it Can i have access please Yeah yeah i already wrote you that you Can awesome um we’ll talk about this After that um so you mentioned um Roberta this uh The ai content detector thing yeah it’s It’s close close to my name yeah yeah Really too close Um i remember we were playing we were Playing around with that in our testing Group and so me and robert share our Testing group with some other folks Smart folks kyle roof joshua A bunch of smart guys and we were Playing with it and we found that some Ai content writers pass every time some Ai content writers fail every time why Do you think that is Uh because in this yashar example he Brings to play Some Of some sort of this software but i Think it’s it’s not ai based it’s just Word transformation sentence Transformation banner uh Spinner Spintax yeah It’s not ai based And it’s the reason why It was always fail in my opinion But the thing is this this
This software is made for gpt2 [Music] Now we use gpt3 it’s a different model With bigger data set and it’s it’s much More smarter so maybe In the past it can verify the gpt2 Which is much smaller than gpt3 and it’s The reason why Maybe the second reason why it always Passed it always failed This test got it Do you think that ai content writers Will ever be Is Is good enough to just Generate and publish Right so a content you press a button It’s just going to generate some stuff It doesn’t care about entities doesn’t Care about Answering things and semantically Understandably or anything like that but Do you think it can ever get to that Point In my cases i tried it a few times for General knowledge let’s say how to break Potatoes or something like that I generate the content put it to server And it always got like 50 60 points Not bad but but but still it’s general Knowledge So Everybody knows how to bake a potato so It’s it’s good good to publish
Just do it but if you if you are going For some specific uh Topics like mortgage and this term of a Loan or something like that i guess it’s Good input To For copywriters to understand what Google Wants from them and they have to Fine-tune or just proof read it To make it human human good for human Because From the as a corner case I can’t imagine how people will learn a History [Music] From Generated content I kind of You know it’s a corner case and I think people Will be close to This case every Always Maybe just from proofreading or just Editing but still Turning it human I was impressed by your demonstration From openai playground you were Mentioning that requires no coding Is it really as simple as just like Going to the interface and asking a Question And yeah but you you you need to
Understand the syntax it’s simple how to Close the Line How to write it in proper way how to Format but it’s like 10 minutes of Deep diving to do documentation let’s See so just check some examples in Documentation and you will understand The syntax and you are ready to go Interesting are there any tutorials Online that just show how to use it like How to log in Uh you know it’s a fresh topic it’s like Two months Online so I think there’s not but they have quite A decent documentation with a lot of Examples so i i think it’s fair enough For everybody Well i mean you can be the first one to Have a video on youtube that shows how To do it i’m sure At least everyone who watches this is Gonna watch that next for sure Yeah yeah um great you know you invited Me to this interview like uh one year Ago and i was thinking about I need something good for him yeah And i was thinking thinking thinking Thinking and i think it’s good enough to To show to your crowds awesome yeah well Let’s cap things off uh talk about some Of the projects like Um some of the results that you’ve had
From using ai like i’m in your testing Group i see what you do all the time and It’s really cool like the mass page like Not mass page generation but you’re Using ai to just populate tons of Content over and over for Different locations and stuff like that Maybe you can explain a little bit what You’ve done in poland and just Destroying the serps there You know it’s hard for me because in Poland we are working for the biggest Brands We can’t implement all things for let’s Say for tv brands because We can’t do it Uh we just you know Trying to understand Based on Ai how The hell it works And that’s it On my affiliate website for example i Use this trick with question generation And It’s trick for everybody to how to use It And I can’t answer this question i guess It’s too hard for me to not today Got it there’s a lot of a lot of Variables in here man so I think it’s much much much easier case By case it’s not for today got it well
Thanks so much for your sharing um Thanks for your time thanks for Everything congrats on the success of Your conference And i wish you the best man come back on Some time I i’m waiting for chiang mai man I’m working on working on it All right take care brother You