Orbit Media’s YouTube video explores practical applications of AI, specifically ChatGPT, for enhancing SEO. The video demonstrates using ChatGPT to identify on-page SEO edits by analyzing Google Search Console data, and optimizing content for improved click-through rates by merging data from Google Search Console and Google Analytics. It further demonstrates how to add FAQ sections to pages using People Also Ask data, and how to do competitive SEO auditing using SEMrush data to find keyword gaps.
Andy from Orbit Media shows how AI can evaluate content, identify gaps, and suggest improvements, saving significant time compared to manual analysis. The video emphasizes actionable strategies for digital marketers seeking to leverage AI for better search engine rankings and organic traffic.
Uncovering On-Page SEO Edits with AI
One practical use case for AI in SEO involves identifying on-page edits to improve a specific URL’s ranking. The hypothesis is that many pages rank for phrases not explicitly included in their content. By finding these phrases and incorporating them, the page’s relevance can be improved, boosting its ranking for both primary and related keywords.
The process begins with data from Google Search Console, focusing on a single URL and excluding branded queries. This data is then exported and imported into a tool like ChatGPT with Advanced Data Analysis enabled, which allows for file uploads and deeper analysis. The initial prompt instructs the AI to analyze the search performance data.
The next step involves cleaning up the data by merging rows with similar queries into single rows, combining impressions and clicks, averaging click-through rates and positions, and providing a downloadable link. This cleaned data is then used to evaluate the webpage’s keyword relevance, usage, and frequency for the identified key phrases.
The AI then suggests edits to the page to improve its ranking by better indicating relevance for the key phrases, focusing on those not currently used on the page. The goal is to improve the flow and clarity of the content while enhancing keyword relevance without keyword stuffing. This process leverages AI to efficiently identify content gaps and recommend improvements, saving time compared to manual analysis.
Optimizing for Click-Through Rates
The focus is on improving click-through rates for content that already ranks well. The idea is that improving title tags can significantly increase clicks without needing to improve the ranking. This involves using data from both Google Search Console and Google Analytics.
From Google Search Console, data is gathered on URLs, click-through rates, and search positions, focusing on a specific directory like a blog and excluding branded queries. This report provides a list of articles with their click-through rates and search positions.
The title tag data is obtained from Google Analytics, using the page screens report with the primary dimension set to page title and the secondary dimension set to page path. The data from both sources is then combined and cleaned, removing non-English titles and merging the data sets.
The AI analyzes the merged data, identifying pages with lower than expected click-through rates based on their average search position. It then recommends changes to the title tags to maximize engagement in the search results. Finally, the AI can forecast the potential impact of these title tag improvements, estimating the increase in traffic.
Creating FAQ Sections with AI
AI can be used to add an FAQ section to an existing page. This method involves copying and pasting the webpage content into the AI. The prompt specifies the primary target key phrase for which the page is optimized.
The next step involves identifying relevant questions from the “People Also Ask” section of Google search results for the target key phrase. These questions are copied and pasted into the AI, which then identifies which questions are not directly answered on the webpage.
Based on the identified content gaps, the AI is prompted to write a new, detailed FAQ section that answers the unanswered questions. This new section is then added to the page, effectively addressing content gaps and potentially improving the page’s ranking and user engagement.
This approach allows for quickly identifying and addressing content gaps, either by adding an FAQ section or by incorporating the answers directly into the existing content. This method efficiently enhances the content’s relevance and comprehensiveness.
Competitive Audits for Content Improvement
AI can facilitate competitive audits using data from tools like Semrush. The process involves using the keyword gap report in Semrush to compare your homepage’s keyword performance against that of competitors. The report identifies keywords used by competitors but not by your site.
The data is exported from Semrush and uploaded into the AI, which is instructed to analyze the keyword data and identify opportunities to revise the homepage to rank for more of the phrases that competitors rank for. The AI identifies additional commercial intent key phrases that represent the best opportunities.
The AI can create visualizations, such as charts, to illustrate the relative size of the opportunity for the top key phrases. It may invent a metric like “opportunity score,” blending search volume, keyword difficulty, and CPC value to prioritize phrases.
Finally, the AI is given a copy of your homepage and prompted to write additional paragraphs targeting the high opportunity score phrases. The AI incorporates each key phrase a limited number of times to avoid keyword stuffing and highlights the key phrases in the new copy. This process helps identify and address keyword gaps, enhancing the homepage’s relevance and ranking potential.