Exploring modern search engines, semantic search, and AI technology to better understand how we can integrate into SEO strategy and content initiatives. With the rise of ChatGPT there has been a lot of discussion around if SEO content is good or bad. To best determine how to leverage this technology in SEO workflows we must revisit how a modern search engine works and where we are at with AI technology.

1. Understanding
Semantic Search and
AI Content to Drive
Growth in 2023
March 2023

2. Previsible.io draws from a collective 40+ years
of SEO and Digital Marketing experience to
unlock organic search growth opportunities.
We enable businesses to build a culture and
ecosystem that embraces SEO knowledge,
understanding, and implementation. Our goal
is to equip organizations with the tools,
systems, and personnel to be able to thrive
as the SEO environment continues to
evolve.
Previsible.io
Linkedin.com/in/tysonstockton/
Twitter.com/tyson_stockton
tyson@previsible.io

3. Utilize in-depth SEO
expertise to help develop
and execute effective SEO
solutions, strategies, and
roadmaps.
Strategic Consulting
Education services and
materials designed by SEO
experts aimed at enabling
individuals, teams, and
organizations to efficiently
execute SEO initiatives.
Enablement
Providing the support
necessary to expand internal
SEO resources required to
scale organic search traffic.
Resourcing

4. Understanding Semantic Search
and AI Content

6. Impact of AI systems
SEO Landscape
Next Generation Information Retrieval
(Generative) AI systems like ChatGPT are
transforming the way we interact with
resources and retrieve information.
SEO Tactics
Integration in SEO & Content workflows
ChatGPT and other AI tools have potential
to be integrated into SEO workflows.
SEO & Content Industry
Anyone
AI

7. Integrating AI in SEO processes requires
Understanding how modern search
engines function today
01
The current possibilities and
limitations of AI systems
02

8. Understanding how modern search
engines function today
01
The current possibilities and
limitations of AI systems
02
Integrating AI in SEO processes requires

9. What is Semantic Search?
AI
Natural Language
Processing
Machine Learning
Entity Recognition
Latent semantic
indexing (LSI)
Sentiment
Analysis
Extraction of names,
dates, organizations and
other from text.
Extraction of human
emotions from text.
Understanding the
relationship of words
and phrases to identify
underlying concepts.
… …
Interaction between
computers and human
language
Training computer
systems from data on a
specific task.

10. Google’s Evolution of Semantic Search
2009
Rich
Snippets
2012
Knowledge Graph
2013
Hummingbird
First algorithm
update shifting the
focus from the
keyword to
understanding the
intent behind a
query.
2015
RankBrain
Machine learning
based algorithm
update to improve
the understanding of
queries and web
pages.
2018
Featured
Snippets
2019
BERT
NLP algorithm update
that allows Google to
understand the nuances
of language and provide
more accurate search
results.
2021
MUM
New language model
designed to better
understand complex
search queries.
2023
Bard
AI-powered tool that can
generate poetry based on
user inputs and selected
themes (not fully
launched).

11. Semantic Search
=
Knowing that best
in this context has
the same intent as
essential or highest
rated

13. Google
Knowledge
Graph
Google's Knowledge Graph is
a database of information
about entities and their
relationships to one
another. Google uses this
information to provide more
detailed and relevant search
results.

14. Breaking down the difference
Keyword
Search
Semantic
Search
Relevancy is created by
addressing the known
entities around a topic
vs Relevancy is created by topics
with highest frequency of
terms found in document
● iPhone 14, 14 Pro, 13 SE
● Prices starting at $429
● Screen resolution
● iOS
● iPhone found 16 times

15. Check out
seobythesea.com

16. Integrating AI in SEO processes requires
Understanding how modern search
engines function today
01
The current possibilities and
limitations of AI systems
02

17. AI Today
● Gaining popularity as focus shifts from classification tasks to
generative AI (e.g. ChatGPT)
● AI constantly improves on performing specific tasks but can rarely
replace entire processes
● Systems like ChatGPT can process very specific inputs and prompts to
improve the usability of the output
● Low code AI development speeds up the introduction of new point
solutions

18. 1. Keyword Research Tools: Identify the right keywords to target for SEO campaigns by
analyzing search patterns, user intent, and competition.
2. Content Optimization Tools: These tools use natural language processing and
machine learning algorithms to identify areas for improvement, such as keyword
usage, content structure, and readability.
3. Link Building Tools: These tools use machine learning algorithms to analyze website
authority, relevance, and traffic to identify potential link building opportunities.
4. Rank Tracking Tools: These tools use machine learning algorithms to provide
insights into search engine ranking fluctuations and suggest optimization strategies.
5. Content Creation Tools: Create high-quality, SEO-friendly content at scale. These
tools use natural language processing and machine learning algorithms to generate
unique, engaging content that is optimized for search engines.
6. Analytics Tools: These tools use machine learning algorithms to analyze data and
provide recommendations for optimizing website traffic, engagement, and
conversions.
AI Applications in SEO

19. Tactics

21. 1. Keyword Research Tools: Identify the right keywords to target for SEO campaigns by
analyzing search patterns, user intent, and competition.
2. Content Optimization Tools: These tools use natural language processing and
machine learning algorithms to identify areas for improvement, such as keyword
usage, content structure, and readability.
3. Link Building Tools: These tools use machine learning algorithms to analyze website
authority, relevance, and traffic to identify potential link building opportunities.
4. Rank Tracking Tools: These tools use machine learning algorithms to provide
insights into search engine ranking fluctuations and suggest optimization strategies.
5. Content Creation Tools: Create high-quality, SEO-friendly content at scale. These
tools use natural language processing and machine learning algorithms to generate
unique, engaging content that is optimized for search engines.
6. Analytics Tools: These tools use machine learning algorithms to analyze data and
provide recommendations for optimizing website traffic, engagement, and
conversions.
AI Applications in SEO

22. AI & Content Creation

23. ChatGPT sparks a debate
Pros
● Accessibility
● Significant improvements to quality of
content with GPT architecture
Cons
● Some limits exists with inputs and
context direction of input
● Outputs have a limits to the datasets
the models are trained on
● The output needs to be validated in
frequency it was found

24. Voices of Search Podcast
https://voicesofsearch.com/episode/ai-content-in-seo-today-bernard-huang-clearscope/

25. Potential Challenges to Search
AI reduces cost of
content production
Leaving aside the quality
aspect, AI has the
possibility to create a new
volume of pages.
AI content is limited
to information that
has already been
published
AI systems are trained on
pre existing datasets.
Risk of drastic increase and
assimilation of content.
This can also cause the spread of
misinformation.

26. How would Google treat this?
1 Multiple Ranking Factors
Even if the content is
comparatively the same there are
thousands of factors to
determine rankings
2 Google rewards originality
Google values original content
and devalues duplicate content
3
If all top ranking content is
essentially that does not mean it
results in a positive user
experience
User Experience affected

27. 5 Tips for
AI & Content

28. Beyond AI Content Creation
The content creation process involves many related tasks, such as research
or planning content calendars.
You can use AI to, identify target keywords, keyword clustering, keyword
intent, development of content roadmaps, optimize metadata, etc.
Being open minded and look for ways to utilize your time even more
effectively.
Tip
1

29. Human + AI
Tip
2 Content creation can be both, systematic and partially repetitive or
original and creative. Reflect on where AI can make your work easier
so you can spend extra time creating content that adds value or new
information.
Use AI content for specific elements on a page like product
descriptions then add additional original thought and content to set
yourself apart. Or use AI content to create content and use human
editors to expand and add original concepts.
Key is to focus human time to improve quality and introduce new
entities.

30. Tip
3 Use specific prompts
Make sure to give context to your requests to improve output
quality.
For example if you are writing meta descriptions include something
like “write an enticing meta description for XX in less than 150
characters” or “as an SEO expert…” or “write an SEO optimized…”
Test various versions to find the best outputs.

31. Tip
4 Google Sheets
Most AI systems, like ChatGPT can be integrated into your work
environment to avoid additional steps and unlock opportunities to
scale. For example, you can use a ChatGPT Google Sheets integration
to automate the bulk creation of meta descriptions based.
Tharindu Gunawardana:
https://searchministry.co/how-to-add-chatgpt-in-google-sheets-and-rewrite-your-meta-data-in-bulk/

32. Utilize Existing Scripts
Tip
5 There is a strong SEO community and even if you do not write code
many have offered free scripts to help further lower the barrier to
leveraging this technology at scale.
Kristin Tynski - linkedin.com/in/kristintynski/

33. Thank You.

34. Contact us:
contact@previsible.io

35. Appendix

36. SEO Consulting Solutions:
SEO is beyond just identifying areas improve with SEO audits. Real business value is only achieved with the
implementation of SEO initiatives. SEO is a process that requires coordination between different teams and a
clear strategy to achieve success.
Our SEO consulting focuses on implementation and coordination across an organization with a strategy first
approach.
SEO Strategy: We work with our client to understand their business and develop
customized SEO strategies that can unlock growth
Quality Content: Previsible provides content strategy, content management, topic
selection, brief creation and content production.
Technical SEO: Ensure there are no limitations holding back your content and identifying
opportunities to scale efforts.
Project Management: Coordination between teams to ensure SEO initiatives are
implemented and business value is achieved.

37. SEO Recruiting:
the perfect hire starts here
Previsible helps organizations find, evaluate, and hire quality SEO professionals to join their internal
teams. There is a wide range of SEOs in the industry with different skill sets, experience, and
specializations. We work with clients to ensure they are looking for the right candidates to fulfill their
organization’s unique needs. We are able to leverage our extensive network of experienced SEOs, and
conduct custom skills assessments to ensure the candidates are qualified and meet the needs of your
organization.
What is included:
Planning, sourcing, selection, and placement
Input on job descriptions and required skills
Initial candidate screenings
Skill assessments
Panel interviews

38. SEO Enablement Solutions:
SEO is a complex topic. That’s why Previsible created education programs to help your organization embrace
SEO at all levels. Our services fill the gaps between your existing resources, empower your internal teams,
and provide the support you need to grow your organic search.
We offer education services for enterprise businesses that are crafted by SEO experts in the field and
include the most cutting-edge tactics and techniques needed to succeed in the industry.
Custom Training and Workshops: Interactive longer-form workshops created to address
a specific area of focus relevant to your team or organization
Integrated SEO Tutorials: Topic-specific SEO resources to teach relevant SEO stakeholders
and partners specific SEO skills that are relevant to their job functions
Office Hours: Dedicated time with an SEO expert who can answer questions and give
further SEO guidance