Generative AI chatbots like ChatGPT and Bing can pose a threat to some publishers if the chatbots siphon search referral traffic from their websites. But not all publishers are ready to let go of her SEO-driven content, and strategies for dealing with this vary.
As SEO-driven articles or as article pages published to answer specific search queries such as “Who won the 2023 Women’s NCAA Basketball Championship?” — The inability to convert readers to subscribers and build brand loyalty over the long term has eroded value, prompting companies like Bustle Digital Group to move away from SEO-driven content and focus on more creative content. It accelerates the movement to create unique stories, visuals, and unique personal takes.
Meanwhile, other publishers such as Ingenio, Team Whistle, BuzzFeed, and Gannett are experimenting with how generative AI technology can help. It can help your SEO strategy, like optimizing your search headlines and keywords, or finding new topics to create content to drive traffic.
It is unclear how successful these tactics will be. While traffic hasn’t increased exponentially since Ingenio began experimenting with his generative AI for SEO at the end of 2021, media president Josh Jaffe said last week at a conference in Vail, Colorado. Anecdotally at the Digiday Publishing Summit, he said traffic had “increased.”
Ingenio, which owns sites such as Horoscope.com and Astrology.com, said that some of the dream interpretation pages it created using AI based on popular search queries were vetted, analyzed, and used in Google searches. It is “still waiting” to be included in the database. Again, he said, it will take time for AI-generated natal charts to rank high in search engines.
Team Whistle uses AI to generate metadata for videos on social platforms like TikTok and YouTube, claiming many of these videos have gone viral, and content EVP Noah Weissman credits this technology. His TikTok video, one of which Team Whistle used AI to help with research, metadata, and scripting, has over 176,000 views. Aided by AI tools, his YouTube videos have over 425,000 views and his Instagram posts and videos have over 59,000 likes.
In addition to creating headlines, researching keywords, generating meta tags, and using technology in the backend of product descriptions, Ingenio Publish over 1,000 articles on popular search queries At Horoscope.com and Astrology.com Using Generative AI The publisher also has more than 100 articles on compatibility between each of the 12 signs on Horoscope.com and thousands on Astrology.com on various tarot card combinations, Jaffe said. I was.
“There is a cost to creating content, and an expected return from each piece created,” says Jaffe. “I can’t really justify spending money on artists and writers and editors,” he said, to create a page of “long-tail” queries that aren’t searched every month as much as the most popular topics in horoscope and astrology. Told.
“But by using these generative AI tools to create that content and start filling those gaps, we can justify automating the process significantly,” Jaffe added.
Team Whistle creates 30-50 TikTok videos a day, AI decides the top keywords to include when publishing those TikTok, and the platform’s algorithms make them visible says Weissman.
Generative AI is also helping Team Whistle find the most searched or top-performing topics on social media and create videos about those topics, Weissman said. You can also use this technology to generate meta tags from your TikTok videos and use them when uploading your videos to YouTube. Team Whistle can use an extension tool called Glasp to generate YouTube video summaries in seconds and optimize them for SEO.
Other publishers are in the early stages of exploring how generative AI can improve their SEO rankings.
BridgeTower Media’s task force includes heads of SEO and web development, said David Saabye, senior vice president of digital product management at the B2B media company. How generative AI can support his SEO is “part of evaluating what the opportunities are,” he said.
BuzzFeed is experimenting with generative AI for SEO purposes, according to a spokesperson. Gannett is also in the early stages of testing his AI technology for SEO in processes such as keyword research and data analysis, but nothing has been implemented yet, the spokesperson said.
Forbes doesn’t use generative AI for SEO, but “it’s definitely going to be a tool that helps us optimize our SEO in some way,” Chief Digital Information Officer Vadim Supitskiy said in an email. .