How should you use AI to generate content while at the same time retaining the principles in EEAT: Experience, Expertise, Authority, and Trust?
Joining your host David Bain was Adelina Bordea, Edward Ziubrzynski, Ian Helms and Kavi Kardos.
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David Bain
How does AI impact EEAT? How can you use AI to generate content while at the same time retaining your EEAT principles? I’m your host, David Bain, and that’s what we’re covering today on the Majestic SEO Panel. And without any further ado, let’s get the panel to introduce themselves.
Ian Helms
Hi, everyone my name is Ian Helms. I’m the director of growth marketing at Q.Digital. I’m based in Chicago and we’re actually the world’s largest LGBTQ+ media site or company. We have four different sites under our umbrella, including Queerty and LGBTQ Nation, which you all might have heard of, as well as GayCities, which is a travel website and Into which is geared toward Gen Z and millennials.
David Bain
Thank you so much for joining us Ian and also with us is Ed.
Ed Ziubrzynski
Hi, everyone I’m Ed Ziubrzynski and I’m the SEO and content manager at Swoop Funding, we’re a SaaS based finance broker with offices around the world. I work on the international SEO side of things, so working in England, Australia, US, Canada, as well as recently South Africa. We’re continuously growing at a fast pace, and it’s a really exciting time for the business.
David Bain
Lovely, thanks so much. And also with us is Adelina.
Adelina Bordea
Hi everyone. My name is Adelina and I’m a team leader, an SEO team leader at FreePik company, which is a design and templates supplier. We have like millions and millions of resources and we are based here in Malaga, where I am right now, but I’m Romanian myself, and I’m really glad I could join this debate today. Thank you so much for having me.
David Bain
I’m really glad that you can join us as well. Thank you very much Adelina. And last but not least is Kavi.
Kavi Kardos
Hi, I’m Kavi Kardos, thanks for having me. I’m the Director of SEO at Uproer. We are a boutique search marketing focused agency based in the twin cities in the US, and I’m in Austin, Texas.
David Bain
Okay, thanks so much, Kavi. And let’s stick with Kavi for the initial question. So Kavi it seems like a year plus ago that Google were a little bit concerned about AI content and automated content. But I guess over the last year or so the they’ve changed their tune a little bit, and as long as the content is good for the reader, then they’re happy with AI content. Is that right?
Kavi Kardos
That’s what it sounds like to me. About a year ago, they started making some noise about being careful of AI content, and sort of putting on the warning lights for folks who are creating content using AI. Since then they’ve backtracked a bit and realized that they’re not going to be able to stop people from using AI to automate and generate content, so now want to make sure that when that happens, it’s good and genuinely helpful and of high quality. So if you read the Google Search Guidelines, now they’ve made some adjustments, and it sounds like they’re saying AI content is okay, as long as it is still following the rules of Google’s Helpful Content recommendations. So go ahead and use AI to at least help you create your content, just make sure that it’s high quality.
David Bain
Ian, is AI content okay?
Ian Helms
Yeah, I echo a lot of that. I think it was John Mueller who tweeted about it, but the perspective that I’ve taken from all of this is you could pay a content farm anywhere to create content, with humans behind the keyboard, and it can still be really bad, low quality content. AI can also produce a lot of low quality content as well at scale for even cheaper than you can pay a content farm to create content for. So the important part which is underlying all of that has always been that it’s helpful, that it’s quality, that it’s adding something to the web that isn’t already there. So I would say that, in addition to Google being a proponent for AI content, I would also agree with them in the quality aspect.
David Bain
Adelina seems to be nodding away there as well. Is that something you agree with?
Adelina Bordea
Yeah, I do agree with both of them, and actually in the Google guidelines I read, it says “rewarding high quality content however it is produced”. So however, we create that content, as long as it answers that question, and it’s quality content, and it provides quality for the person, then I think Google is going to reward us. There’s another heading here that says how automation can create helpful content. So everything points to the direction of Google actually adjusting to us using AI for optimizing our content, because it’s something that everybody’s going to do.
David Bain
So is Google doing this because it’s absolutely the right thing to do and it’s all about the quality and relevance of the content and it doesn’t matter how it’s been produced? Or is it simply because Google probably can’t actually tell whether or not a piece of content that has been produced by AI, so they have to make this decision?
Ed Ziubrzynski
I think the initial stance on AI content was that they always had to do a bit of damage control in the sense that suddenly everyone had the ability to produce a mass content feed at scale, with just a few simple prompts typed into a command prompt. I do feel like this is where the Experience part of EEAT really started to come in, and it’s no secret that as AI content was beginning to surface, suddenly, Google decided to add the extra E onto EAT. I see that as an initial bit of damage control to say that you can produce content at scale, but if it’s not backed up by someone with experience and expertise, then it’s going to be seen as low quality, whereas that really has started to pivot in the last 12 months.
Ian Helms
Being able to look at two pieces of content side-by-side and figure out whether it was written by a human or written with the help of AI, depending on what tools you’re using, can be very difficult. There’s tons of new tools that universities and schools are using to test and check for AI content, and I’ve put content that I know is written by humans and AI into those and gotten wildly different responses, depending on which tool I’m using and how it’s analyzing what role AI had in creating it. I think it is very difficult for humans to figure it out, which makes it difficult for them to train other tools to figure out how to figure it out.
David Bain
Ed touched on experience as being absolutely key and something that Google added relatively recently to EEAT, so Kavi, is the experience aspect of what we’re talking about here today, absolutely key in distinguishing between AI and human content?
Kavi Kardos
I don’t know that it’s so instrumental in distinguishing between human AI content, I think it’s more about backing up the content that you’re producing, however it’s produced, with that human experience. I think it’s possible to create a piece of content using AI, that has been fact checked or reviewed by a human on the side, and there are ways to demonstrate that a human was involved in the process at some point other than them actually sitting down and writing the words on the page. So whether that means having an author page or a link that says reviewed by this person or something like that, where you can click through to and see what that person’s actual human experience is. I think that Google is interested in seeing those signals in addition to what’s actually written in that piece of content. I think the experience part does make a huge difference, I don’t think that necessarily means it has to be written by the person with the experience, if that makes sense.
David Bain
Adelina, is that something you’d go with as well. Can you use AI to generate content that also seems to demonstrate experience, and then apply an author to that, without necessarily having to have a human to write that content?
Adelina Bordea
So when it comes to SEO, I’m usually very white hat, but I’m going to say something that is very, very black or maybe gray. You can actually give the AI tool a role and indicates the the the AI to become that professional person with 20 years of experience in the field and to write as an experienced person, and then you can just put the name of a real person that is actually a professional in that field. So in that sense, I think we can actually do that, and it’s not just about the author description, it’s about a lot of other signals. It’s about social media and related websites and the content that person has generated over two years online. I think everyone has a digital print right now, we are not ghosts anymore, and I think we can do that to generate great content. Of course, I believe a human has to be behind everything, because AI is not perfect and it makes a lot of really, really common mistakes. The AI should know that it makes mistakes because they search the information on the whole internet and the whole information is out there, so if there is something mistaken, the AI is going to take that as well becuase it’s not proof reading.
David Bain
I think that you said a human needs to be behind everything, so let’s dive into what that actually means. Does it mean that a human has to create a lot of the content, or can they just edit the content afterwards? Or does it mean that you can get AI to create the content and just an associate a real human being with that piece of content?
Adelina Bordea
For me, the ideal process in my case is that I indicate my tool to create that content, then I proofread it as a professional, put all the extra things in that I want to add, such as links, images, videos, etc, and then I publish. But in my case, I would never leave this as a 100% AI task.
Adelina Bordea
Ed, you gave a brief nod there as well, do you agree?
Ed Ziubrzynski
I completely agree it’s absolutely fine to use AI to produce even the starting point or the bare bones of an article or piece of content. But it really is that sort of like last 10%, which is where that EEAT actually really comes in, but it doesn’t need to be applied to every piece of content. In my opinion there is some stuff that will go on to a website that isn’t necessarily serving that higher purpose of giving value or it’s simply web content that could be a simple explanation that’s very basic and rudimentary. It’s only when you start getting into things that are actually serving that purpose of answering a question, providing a service, or giving advice where the EEAT aspect really comes in. For instance, if you look at certain websites, like Investopedia where they have a whole terminology section of their website, the likelihood of that being fully produced by humans in its entirety, realistically, is quite low in the sense that it’s just a section that defines what the word means. When you look at that, in comparison to say, investment strategies that actually has that sort of YMYL factor behind it, the advice that they give could impact someone’s financial state and ultimately, their wellbeing. That’s when you really need to involve that human element und ultimately have them sign off, proofread, and regularly update that content, so that it can provide that value and also be as factually accurate as possible at all times.
David Bain
Ian, where do you want humans to be involved, or are you happy to leave it to AI?
Ian Helms
I think it’s important to reflect historically on this a little bit, right, currently people who aren’t using AI, and folks who are that previously weren’t, were likely already using freelancers for writing copy in many cases, especially if you’re talking about a C-level person at a company who doesn’t have the time or desire to necessarily write a bunch of content, but still wants their name on the content. These freelancers don’t typically have the experience that actually comes with all of the knowledge that they’re sharing on behalf of these people who are ultimately putting their name on the piece of content. And I think the same essentially applies when it comes to using AI tools. I think the human piece is really important when it comes to prompting what you want to be created and thinking about not just putting in ‘write an entire article about this topic’ and the taking it and leaving it. My approach is usually a lot more like piecemeal, like I need an introduction for a post on this, then I want to have a section on this. I still do a lot of the very hands-on back-end research, but I’ll have AI spit out an outline, and it usually does a really good job. So I start with the outline, then I add anything that I feel is missing, then I have it flesh out some of the areas a little bit more, and then either myself or somebody else who’s an expert in the topic will review it. Finally there’s the publishing factor, which also includes what Adelina was saying about adding links, adding images, and adding anything else that just makes it not be a giant wall of text, and gives that extra value when somebody comes onto the site, which I think are a lot more of those EEAT factors. Are you giving me something to look at that makes me trust that this is actually like a good piece of content? Are there links for me to explore more that demonstrate that you’ve talked about this before? Do you show your expertise and authority on a topic? Can I trust you by looking at the first couple paragraphs and seeing like, is it repeating the same thing multiple times, which is something that AI has a bad habit of doing. To build on what Ed was saying too, there’s different topics that I think AI does better for. Originally, when it was released, I think the problem was that it was trained to be more creative than to be factual, and that’s what people really took as a mistake and started publishing. AI can write well, and it can write confidently, but it doesn’t necessarily mean that it’s always accurate. So for a fashion brand, writing a blog about how to wear jeans, you can get creative with that. Like there’s rules, but there’s not really a be all and end all rule, for example, I can write about something authoritatively or expertly that Kavi would never wear, that David would never wear, and that I would never wear, but because its subjective, it’s fine. But then when it comes to something ike nutrition, you probably can’t get creative, per se, you could get creative with a recipe, but maybe not with foods that you should eat if you’re trying to be healthier in a particular way.
Ian Helms
Kavi, how can an SEO produce better quality content with EEAT in mind by doing a better job at the prompts?
Kavi Kardos
I think prompting is one of the most interesting things that has come out of the AI age and the advances in AI. Learning how to prompt the tools and how to interact with the tools has been the biggest difference for me personally, and I know for a lot of people in the SEO community in terms of generating better outputs. So knowing what to put in in order to get out what you are actually looking for, is a huge skill to learn, and something that I think all SEOs need to learn if they’re going to be using AI in their processes, and that’s for creating content. But also if you’re using AI for other things like coding, or putting together a script, or manipulating a spreadsheet, whatever you’re using it for knowing what to ask for is the most important skill. When we first started out there were a lot of people just going ‘I need an article on how to wear jeans, write me this full article, it should be this many paragraphs, this many words, and I want you to cover these three basic points’, and I think that’s a mistake approaching content that way. As Ian said, it makes a lot more sense to have a process. So maybe you feed it some ideas and have it generate you an outline, or maybe you have it create one section at a time, but interacting with the tool rather than just saying go and then watching it run off on its own is and then taking that wholesale and publishing it on your site. I think that’s how we get a lot of these really generic sounding repetitive, low quality, non factual pieces of content. I like to go back and forth with it quite a bit before actually saying okay, this is a finished product now.
David Bain
Creating one section at a time sounds interesting and sounds a good way to actually try and focus on saying something specific, instead of giving it too much leeway and asking it to produce 1,000 words and asking it to be strategic instead of actually following your precise plans. If you are focusing on individual sections, do you try to incorporate elements that may demonstrate authority or trust? Do you ask it to take quotes from different places to try and incorporate that within the content?
Kavi Kardos
I think if it feels like that’s missing, then sure, that’s something you can ask for additionally, but I mostly use that back and forth to get the AI to elaborate on something if a section doesn’t feel quite right. Maybe the tone is off, or we haven’t given enough background in this section to backup what we’re saying. It’s about actually reading what it spits out at you, instead of just assuming that it’s okay. So you should be reading through each section and saying, this one works, but this one needs a little bit more, and then asking the AI for tweaks to thise individual bits.
David Bain
Edward, what are your thoughts on what you need to include in the prompts?
Ed Ziubrzynski
Realistically, as Kavi said, you have to go through 10 to 15 prompts realistically, before you even get to a point where you have a semi-passible piece of content as it learns as you’re typing and prompting, so the more information that you can give, even just saying the things that you like and dislike, and almost having that conversation with it to say, this needs to be a bit more conversational in tone, when you reference something like this then we need to include statistics, etc. Ultimately, that is us trying to input EEAT into it, because you want that quality article that is well referenced, and we all know that content that features stats, reports, statistics, and anything like that, is always going to outperform something that doesn’t have it (where it’s applicable). Having that sort of presence of mind to really go through it and identify if a section needs rewriting, shortening, or lengthening. I do like the approach of taking it piece by piece, but then putting that paragraph or passage back into the prompt and then saying, ensure that the tone is consistent throughout this entire piece to almost acts as that final proofread or final line of defense to say that everything that we’ve produced here, we’ve got to a certain level of quality, and now we’re ensuring that there is consistency throughout it all. I really feel like that’s where the context of the information that you are putting in as you start your prompt, or if you have a singular prompt window that you continuously use, has that information and that sort of style that is picked up throughout all your previous prompts and previous bits of content that you’ve got it to produce. So really it’s getting that consistency, really drilling down into what you want, and then making sure that there is that flow that you would get with a human copywriter producing the content as well.
Ian Helms
The one caveat that I would definitely add for quotes and for stats is you can ask AI tools to give you stats on a particular topic or a quote on a particular subject, and you can ask it for links or sources and it’s really important to double and triple check that not just the stats, and the link thats provided look good and the link works, but also that the link goes to an actual page and that the stats are current, because sometimes they do use older stats, and there’s more current stats that you can inject, or sometimes it will be a partial quote, or the quote will be incorrect. So it’s just double checking those those pieces again, too. But it’s a nice jumping off point either way, oftentimes it’ll say that this is the percent of people who believe this and maybe the percent was wrong, but the fact that it included that as the bullet was still like relevant, so just swapping in the correct stat and linking it appropriately can still make you a really nice piece.
David Bain
Is GPT-4, still the favorite tool?
Ian Helms
I’m actually not using GPT-4 because it wasn’t available when I first started playing around with all these tools, and now I’m paying for one that I’m happy with. I’m not sponsored by any means, but Jasper is the tool that I’ve been using and really enjoy. They have a lot of really fantastic features like brand voice and tone, a knowledge base where you can incorporate stats or other just like boilerplate information about your company or particular topic that you focus on, and it can reference and pull from that very frequently. I do still use free ChatGPT and I use Writer and a couple others that I still play around with just to explore, but it depends on what I’m doing. If I’m looking for a really good recipe, and I’m like, I have these five ingredients in my fridge make me something, then ChatGPT is significantly better than Jasper, because again, it’s based on more historical information than Jasper, which is much more of a creative writing tool and a it wants to match your brand voice and tone. One other point that I was going to add there as well, in the LGBTQ+ space, they all kind of fail. They get things like gender or sex mixed up often, which it’s a case of we use them interchangeably in our normal day to day and online, so it makes sense that it would get them mixed up in many cases. But when we’re writing a post about gender or sexuality, it’s really important to get the nuances of those words correct, and that’s often a problem there. ChatGPT is very inclusive in many ways, and I believe Jasper uses GPT on the back end as well to feed it, so I’m assuming that I’m still getting that piece plus all the other Jasper additions, but it will often add in ‘in a world where people face discrimination, we must come together’ and it adds it every single time. And so there’s things like that, that when you start to use tools repetitively you can start to detect what’s been written with AI or not, but you can also help train it out or or just then keep an eye out for those things as well.
David Bain
Kavi, do you have a tool that you favor?
Kavi Kardos
I’ve been using ChatGPT, less for content-focused stuff, but for more data specific things. So I have this gigantic spreadsheet, and I’ll put it into code interpreter and have it read through a spreadsheet for me, or a Screaming Frog export or something like that, so that I don’t have to go through these rows and rows and rows of data by myself. For actual content creation, that’s not as big a part of my job as some of these other things are, but I know that our content department at Uproer is using GPT or anybody who does have to create content for clients is using quite a lot of GPT for that right now.
David Bain
Adelina, what are your thoughts on this?
Adelina Bordea
Personally, I use GPT-4, but I know my team is using Jasper and sometimes ChatGPT. We also create images to go with our blog posts, so we have specific tools for that. Mainly right now we’re using our internal tools that are also external, for example, an AI image generator or a presentation maker or even AI writer on FreePik. We use those a lot and it’s powered by other AI tools, and I think that’s mostly it. I do want to add something about the previous topic we were speaking and is that to the content, what I do is I add an initial structure and then I proofread, so it’s going back and forth. So I would just add that to my ChatGPT and then I would proofread and would add anything I want, such as a personal sentence. I think this is something that everyone should do because ChatGPT is not going to give you that sentence, so it’s another way to make your content a little bit distinctive as well.
Adelina Bordea
I was expecting you to mention DALL-E, with regards to image generation. Is that something that you’ve tried?
Adelina Bordea
I’ve tried that, and I loved it since day one at the beginning, and I love how it has evolved.
David Bain
Is it possible to integrate that as part of the ChatGPT experience as well, which would, I guess, radically change the way that you interact with ChatGPT to generate image content for your site as well?
Ian Helms
Midjourney is the one that I haven’t tried yet, but it’s the one that had the Pope in the puffer coat, and it’s probably the best image quality that I’ve ever seen from an AI image generator. Jasper has a free art tool in it as well, and it’s very comparable to DALL-E, so how good it is depends on what you’re asking for. I was mentioning food earlier, some certain foods it does really well with, it does fantastically with whole strawberries, for example, but then it doesn’t do well with sliced strawberries. I think it comes down to understanding the problems and limitations of these tools, what are their strengths and weaknesses and leaning into those. But as Adelina was saying, you don’t get that until you start to actually dive-in and like immerse yourself into it. You can’t just run it ‘out of the box’ and hope that it’s going to be perfect.
Kavi Kardos
Midjourney is the one I’ve played with the most. They have a Discord that you can use to play around with it and it’s very interactive, and very impressive. It’s also pretty great at mimicking different art styles, especially if you say ‘I want this to look like a 1950s movie poster’, then it can generate that type of image for you and have it look genuinely different from ‘I want it to look like a 2010s movie poster’. I’ve been really impressed with that for creating original art.
Ian Helms
I also want to shout out Kavi’s comments on the code and the spreadsheets too, because that’s something I haven’t done a ton of, but when I have needed to check schema in the past or get help with creating a template for certain types of structured data or even just debugging, then putting that code into ChatGPT was really helpful. I actually ended up learning a lot more about schema in that example than I had ever learned reading blogs or watching videos because I was actually able to ask some of the really specific questions that I had heard about schema, and then double check them afterwards to be like, ‘okay, this answer that I’ve never gotten when I’ve talked to my other SEO counterparts, I’ve actually got’ and it’s been really great for that.
Kavi Kardos
It is life changing when it comes to writing schema and that sort of thing. I mean, nobody likes reading their unstructured data, so it has saved hours of work and trying to figure out where I’m missing a comma or whatever it is. It does that for you instantly. It’s perfect.
Adelina Bordea
It has helped me so much with regular expressions. Before my mind was blocked when I had to create anything regarding that topic, I was just like, I don’t know what this is about, but then what helped me is that I could actually ask very specific questions. It’s like having a personal tutor for yourself. It’s great in that in that sense.
David Bain
What does this all mean, for planning your content? Can you actually plan your content for the for the next year? Or should you actually try and reduce the amount of time that you you have in your content plan or your content marketing strategy, if you want to create one at the beginning of year? And if so, what do you incorporate in that from an AI perspective? How do you use AI? How do you ensure that it is incorporated? But while you’re thinking about that, I just want to bring Ed in to ask if you have any other tool that you use yourself or even at any tool has already been talked about how you go about using it?
Ed Ziubrzynski
Primarily its ChatGPT. I use it for everything in regards to generating and summarizing content. It’s super handy for creating formulas and scripts too for anytime you need to really deep dive into data, and it just sort of speeds up that process and really takes the thinking out of it for you. And as Kave said, it can speed everything up, which is valuable time that you get back to sink into other things.
David Bain
So Kavi, what are your thoughts on how you can use all this incredible ability that we’ve gained over the last year or so with ChatGPT and other AI tools to create a content marketing strategy? Has it changed the way that you would actually go about creating a content marketing strategy?
Kavi Kardos
I think the answer to this question is the same as anything else involving AI, and especially working with ChatGPT. It’s always yes, you can use it for this, but you need to be flexible and you need human input still. We’ve got some clients that are definitely not YMYL clients, they’re more on the casual end of content, so I guess nothing that’s going to change anybody’s life, but they need a content strategy nonetheless. So we’ve created full content strategies for some of these clients just by feeding into ChatGPT the keyword gaps that we really want to cover over the next year, or the competitive content that we really need to create over the next year, to help us create a strategy by laying out a schedule, and to say that we want to publish this many times per month or whatever, and it’ll create that outline for us. Those are great, and they definitely work. But it requires still that human governance and human flexibility to say ‘okay, the client has come back and said, we’ve got this event coming up, we need to make sure that we cover this piece earlier’, so you need to be able to feed in different inputs and tweak the strategy that’s been spit out to you. But as with most things, it can at least help you create an outline, generate ideas and get your brain going, where you might have been stuck before.
David Bain
Adelina, what are your thoughts?
Adelina Bordea
I fully agree with what Kavi said, but I want to add something too: you also need to take into consideration the freshness of the content you’re going to write, because maybe you had something in your mind, but then all of a sudden, as with what happened with AI, we had a content planning for the whole year, but then AI came and struck, and we were just like, okay, so we have to create content regarding this topic. So we have to adapt to what is going on right now to just give you fresh and high quality content. I think that’s a very big part of what quality content means.
David Bain
So does this mean that there has to be two streams of content that you have as part of a content marketing strategy? One that’s a little bit more evergreen and doesn’t necessarily rely on reacting to things and the other that is more open and able to adapt to new technology and news in relation to your industry?
Ed Ziubrzynski
Absolutely. Every great content marketing strategy is both proactive and reactive. You want to get in front of trends before they happen, but that’s not always possible. I think the big thing that AI has shown is that if you’re not using it, other people will be, so it’s all about how you integrate it into your strategies and your processes. That is the real sort of imperative, and also the real success for any sort of campaign that will really progress. And what I mean by that is how you actually choose to display this content? How transparent you are with it? Do you own the fact that you’re producing and using AI content on your website? Or do you still hide behind the idea that everything is written by humans, even though machine learning over time will pick up on trends in content that say an article has this similar phrase in 30 other pages, and then it very much becomes AI against machine learning and how you differentiate it, but then also how you position it and own it on your your own website, or your clients website. That really is sort of the big difference maker.
Ian Helms
I think AI is fantastic for the foundational pieces, and I think it’s great for coming up with a high level strategy in many ways, and it can be useful for writing, general educational content about topics that are very well covered that help build your site expertise or authority in a particular area. Where I think that it falls short, and where I’ve always talked about this with our writing team here at our media company, they’re not going to lose their jobs, we’re covering the news, we’re a publisher, so we have to be on the front lines, getting all that new information, and AI can’t learn without new content. So if all the new content is also produced by AI, then it’s just going to be learning off of itself, and then it’s going to create this really negative spiral of ‘sameness’, so I think it’s really important that writers understand that and that they might know that there’s more of an editorial factor that comes into play in their career in the future if they’re going to be using these tools.
So for me, and our strategy, and the way that I think about it with myself and my clients, and that work is using AI to do the easy stuff and then allowing our team of writers, myself or whoever else to go and do the exciting stuff on on top of that. If you can use AI to write the base of a post about a particular topic, the writers can then do a really great interview with somebody and spend the time actually like getting a video call, getting some unique quotes, adding something more to it than just the text, we can spend time as content marketers are creating a really cool graphic to go along with the information that was provided to share on social and kind of tying it all in together instead of it just being that AI piece. And I think it’s helped me, in that sense, just get a lot more multimedia focused, and even thinking about how can I make this so that you know, SGE isn’t just going to repeat what I’m saying, because I’m repeating what AI is saying, and AI is feeding what SGE is saying. It’s still good to have that content on your site to demonstrate that expertise and your authority to draw the dots together, but then using the human piece to really push the boundaries outside of that.
David Bain
Let’s finish off by getting everyone to share one key takeaway and then at the same time, just getting you to remind the listener who you are, where you’re from, and where people can find you online.
Kavi Kardos
I’m Kavi Kardos, Director of SEO at Uproer, you can find us at uproer.com. I’m the ‘therarevos‘ everywhere on social media, and you can find me too on LinkedIn.
My takeaway is something that hit on earlier, and that is that AI is not going anywhere, and if you’re not using it, someone else is going to and will do whatever you’re trying to do faster than you can. So especially when you work on the agency side like we do, time is money. So having it save you time is vital at this point. If you’re not doing it, your competitors definitely are, so I think it’s just a matter of whether you’re going to be using AI inhouse or choosing an agency based on how they’re using it or something like that. Understanding that it needs to be used, but it needs to be governed by humans appropriately, and striking that balance is, for me, the most important part.
David Bain
Thanks for joining us Kavi, and Adelina, what’s your key takeaway?
Adelina Bordea
My name is Adelina Bordea, and I’m an SEO team lead at Freepik company, and also I’m a freelancer as an SEO and copywriter, and I’m an AI enthusiast too.
So my key idea is, in order to achieve high quality content, learn how to create high quality prompts. This is what is going to give you the answer you are looking for, and make sure you work with good professionals that can proofread everything, but the starting point is to actually have good prompting skills that are going to help you make your job easier.
David Bain
Thank you for joining us Adelina. Ed?
Ed Ziubrzynski
Im Ed Ziubrzynski from swoopfunding.com. You can also find me on LinkedIn. My surname is a bit of a mouthful, so no worries if you don’t spell it right first time.
My biggest takeaway when it comes to AI in EEAT especially is don’t hide away from the fact that you’re using AI. You can use AI for 90% of it, but that final 10% is the real quality difference maker, which is that human involvement, whether it’s reviewing content, signing off on it, regularly updating it, and ultimately just attributing yourself to it to say you vouch it. It’s the real difference maker between someone that’s using AI to pump out hundreds of articles a week on a website, or an agency that’s using AI effectively to further their own or their clients campaigns. Ultimately, that is what will separate them from the competition.
David Bain
Superb. Thanks for joining us, Ed. Also with us today was Ian.
Ian Helms
I’m Ian Helms and I’m the Director of Growth Marketing at Q.Digital, you can find me across all social media @IanHelms. And you can find Q.Digital properties that queerty.com, lgbtqnation.com, intomore.com and gaycities.com.
My advice is that I would say AI isn’t coming for your job, per se, but people who are using AI are, so if you don’t get your hands on AI tools, even the free ones, and start playing around with it and learning how you can use it to make your day more efficient, then you’re gonna fall behind. Which is kind of the advice that was given about companies that aren’t using it to, but I think,from a personal and career development perspective, it’s important to recognize that as well.
David Bain
I’ve been your host David Bain, and you’ve been listening to the Majestic SEO Panel. If you would like to join us live next time, sign up at majestic.com/webinars and of course check out our other series at SEOin2023.com.
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