Generative AI has brought artificial intelligence into the mainstream. The natural language capabilities of this technology provide digital marketers with exciting new ways to use AI in their day-to-day operations. Yet few SEO practitioners understand how to integrate this capability into their business.

Using Generative AI for SEO is the first authoritative book dedicated to helping SEO practitioners effectively incorporate generative AI into their work. No matter where you are in your SEO journey, it's critical to get started so that your organization can gain a competitive advantage. This book provides the necessary background, knowledge, skills, and practical examples to get you working quickly and confidently with this essential new tool.

• Understand how generative AI can help you impact SEO
• Explore practical applications you can use right now
• Learn the competencies you'll need to ensure your toolkit remains relevant
• Improve content creation throughput while improving quality
• Consider risks and limitations of AI applications in SEO
• Build a generative AI capability within your organization

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Spis treści

Using Generative AI for SEO. AI-First Strategies to Improve Quality, Efficiency, and Costs eBook -- spis treści

• Preface
  • Who Should Read This Book
  • What You Will Learn
  • Conventions Used in This Book
  • OReilly Online Learning
  • How to Contact Us
• I. AI and SEO Essentials
• 1. SEO in the Age of Generative AI
  • Key Terms
  • Why Does SEO Matter?
    • High Traffic Potential
    • High Conversion Rates
    • High ROI
  • The Google Algorithm
  • What You Need to Know About What Google Wants
    • High-Quality Content Is Critical to SEO Success
    • Provide Site Visitors with a Great User Experience
      • EEAT
      • Core web vitals
      • Interstitial penalties, HTTPS, and hacked websites
    • Googles Algorithm Has Limitations
  • Common Technical SEO Problems You Need to Know About
    • JavaScript, Ecommerce Platforms, and CMS
    • Other Technical SEO Areas to Address
  • What You Need to Know About Content SEO
  • Conclusion
• 2. Essential Background on Generative AI
  • Key Terms
  • Overview of the Generative AI Market
    • A Timeline of AI Developments
    • Generative AIs Impact Is Already Huge
    • The Most Important AI Models
      • ChatGPT
      • Gemini
      • Copilot
      • Claude
    • Picking the Right Platform for Your Project
      • Comparing SEO use cases to help you choose
      • Strengths and weaknesses of the major vendors
        • Time-to-market advantage
        • Size of user base
        • Financial backing and profitability
        • Access to a broader ecosystem
        • Ownership
        • Up-to-date information
      • Comparison overview
    • Impact of Disruptive Technologies
    • What Type of Leverage Does Generative AI Offer You?
  • Limitations of Generative AI
    • The Tools Dont Actually Know Anything
    • Copyright Concerns
    • Prone to Overt Errors
    • Significant Omissions
    • Poorly Understood Query Intent
    • Claude Is Trained on Old Data
    • Awkward Language Constructs
    • Handling Controversy and Bias
    • More Popular Languages Provide Better Results
    • The Impact of Generative AIs Limitations
  • What You Need to Know About Google and Generative AI
    • Googles Policy on AI-Generated Content
    • Googles Efforts to Get Ready for AI-Generated Content
  • How Government Regulation of AI Will Affect You
  • How Generative AI Will Affect SEO
  • How Generative AI Will Change Search
    • Microsoft Copilot
    • Googles AI Overviews
  • Conclusion
• II. Putting AI to Work
• 3. Getting Started with Generative AI
  • Learning How to Use Generative AI
    • Determining What Tools Best Fit Your Applications
    • Understanding Key Business Factors
    • Getting Your Organization Ready
    • Setting Expectations for Impact
    • Learning How to Write Great Prompts
      • Must-Dos
      • Gotchas
      • An Example of Iterative Prompting
  • Detecting AI-Generated Content
    • AI-Detection Tools
    • How AI Detection Works
  • What Makes Content Valuable
  • Requiring Human Involvement
  • Conclusion
• 4. Using AI to Scale Content Development
  • The Role of Subject Matter Experts
  • Using Generative AI to Help with Content Creation and Editing
    • Researching Topics
    • Generating Outlines
    • Drafting Titles
    • Drafting Meta Descriptions
    • Identifying Content Gaps
    • Generating Database-Driven Content
    • Generating FAQs
    • Sourcing Data and Statistics
    • Creating a List of Relevant Questions
    • Summarizing Content
    • Creating a List of Trends
  • Using AI Throughout Content Development
  • Conclusion
• 5. Using AI to Assist with Technical SEO
  • Keyword Research
    • Suggesting Keywords
    • Grouping Keywords by Search Intent
    • Grouping Keywords by Semantic Relevance
  • Schema Markup
    • Generating AggregateRating Schema Markup
    • Generating FAQPage Schema Markup from a Q&A
    • Generating FAQPage Schema Markup from Content
    • Hreflang
  • .htaccess Files
    • .htaccess 301 Redirects
    • .htaccess Block IP Address
  • Conclusion
• III. The Next Level of AI-Driven SEO
• 6. Advanced Use Cases for Generative AI in SEO
  • The Value of Using Generative AI at Scale
  • AI-Powered SEO Tools for Inspiration
  • Custom GPTs for More Targeted Brand Content
    • Creating a Custom GPT
    • Configuring Your GPT
  • Personalized and Dynamic Content Optimization
    • An Introduction to RAG
    • The Many Different Types of LLMs
    • Building RAG Architecture
      • Gathering the corpus
      • Connecting to the LLM API
      • Generating content from user input
      • Custom LLMs or building from scratch
    • Automating SEO Tasks with AI
      • Infrastructure for AI agents
      • Agent roles
        • SEO analyst
        • Researcher
        • Writer
        • Editor
  • Using Enterprise Platforms for Large-Scale Projects
  • Building Your Own AI Tools and Plug-ins
  • AI-Assisted Link Attraction and Outreach
  • Creating Video and Audio with AI
  • Using AI to Manage and Optimize Local SEO Listings
  • AI-Enhanced Reputation Management for SEO
  • Integrating Generative AI with Other Marketing Channels
  • Get Started with Generative AI Automation
  • Conclusion
• 7. AI Risks and Challenges
  • The Ultimate Risk: Low-Quality Content
  • Speed of Publishing: Faster Is Not Always Better for SEO
  • Copyright: Unique Content Doesnt Mean You Own It
  • Plagiarism: Did You Write This Content?
  • Automation Complacency: You Cant Set It and Forget It
  • The SEO Nightmare: Losing Search Engine Rank or Google Penalties
  • Compliance and Changes in Regulations
  • Removing Bias: Human Emotions Are Not Objective
  • Theft of Intellectual Property
  • Impact of AI Limitations on SEO
  • Conclusion
• 8. The Future of Generative AI and SEO
  • Anticipating the Evolving Landscape of Generative AI and SEO
  • Will Generative AI Search Overtake or Replace Search Engines?
    • The Impact of AI Overviews on Search Traffic
    • Googles New AI Mode
    • Understanding Generative Engine Optimization
    • The Influence of Query Intent
    • The Impact of Generative AI on Business Models
  • Introduction of ChatGPT Search
  • Progression of Generative AI Technology
  • Conclusion: Preparing for the Future of Generative AI and SEO
• Index