bSEO - Scale up_ How to create unique content with open-source tools.pdf

Scale up: How to
create unique
content with
open-source tools
Jack Roberts
Omio
jackroberts1
@Twitter 🙊
2 Source: Business Insider - Google and OpenAI will lose the AI arms race to open-source engineers, a Googler said in a leaked document
GOOGLE
“The uncomfortable truth is, we aren't
positioned to win this arms race and neither is
OpenAI…I'm talking, of course, about open
source. Plainly put, they are lapping us.”
Source: Business Insider - Google and OpenAI will lose the AI arms race to open-source engineers, a Googler said in a leaked document
Omio has all of your options in one place
4
Omio is live in
22 languages &
31 domains
5
Enable billions of people to travel
seamlessly, anywhere, any way
Do you remember
March 2020?
7
I do…
8
Omio certainly does…
9
-98%
However…
10
Lack of scale
11
High costs
12
Thin content
13
“We need to generate high-quality
content for the user at scale with a
positive ROI”
14
Where to start?
15
Shifted from a content-led to a
product-led SEO strategy aimed at
scaling landing pages.
16
01
KEVIN INDIG
“Inventory-driven sites have scalable and
indexable page templates, either from UGC
or product inventory, whereas
content-driven sites generate organic traffic
with content they create themselves.”
Source: Kevin Indig - Great product features are key to SEO traffic for large sites
18
Human-driven 1.0
2.0
Data-driven
What we did?
19
Developed our data to content capability to
enable user intent & SEO focused content
generation.
20
02
21
22
bSEO - Scale up_ How to create unique content with open-source tools.pdf
1. Price
2. Control
3. Scale
1. Speed
2. Low maintenance
3. User interface
24
OPEN-SOURCE
SAAS
Tool
25
● NLG library
● Pug.js
● Language
resources
● rosaenlg
● Get data
● Create text
● Populate page
System
26
Inputs
● Compare
● Cluster
● Research
27
● Keyword
optimised
● Unlimited
variations
● Any language
Content
28
29
30
31
32
3m
Pages
31 7
Locales Components
1. Powerful localisation tool
2. Enables expansion into
verticals like ferries
33
Evolution
Fine, did it work?
34
1. Attract users → Visibility
2. Grow revenue → Revenue, obvs..
3. Reduce costs → ROI
35
Measurement
Our visibility is up across all domains
36 *Sistrix data - March 2020 to July 2023
37
+40%
Revenue
-50%
Cost
What’s next?
38
Content production differs by use case.
Using Chat-GPT as an efficiency driver in
content production & localisation
40
01
✅ Pros
1. Control
2. Accuracy
3. Scale
41
❌ Cons
1. Creativity
2. Uniqueness
3. Variety
Data-to-text vs GPT Models
42
Data-to-text vs GPT Models
✅ Pros
1. Creativity
2. Uniqueness
3. Variety
❌ Cons
1. Control
2. Accuracy
3. Scale
Focus on building unique data relevant to
your business as a differentiator
43
02
Using fine-tuned LLMs to get the best of
both worlds
44
03
Open source?
45
1 von 45

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