A presentation on Operationalizing generative AI for SEOs

Operationalizing generative AI for SEOs. A look at how generative AI models work. The five lelves of prompt engineer. How to build and deploy a practical GenAI application and what is the future of AI for marketers. The presentation is given by Dave Davies who started SEO in 1999. In 2004 he founded a SEO company and he started covering machine language in SEO articles back in 2016. It's 64% certain that he is a person.

1. Operationalizing generative AI for SEOs

2. •Got my start in SEO in 1999.
•Founded an SEO company in 2004.
•Started covering ML in SEO articles in
2016.
•Started covering ML at conferences in
2018.
•64% certainty that I’m a person.
Who am I?

3. •A look at how generative AI models
work.
What am I covering?
•The five levels of prompt engineering.
•Building and deploying a practical
GenAI application.
•The future of AI for marketers.

4. What am I covering?
The prompt:
Create a cartoon version of a bee with a magic wand . The bee is crossing items off a
chalkboard . The chalkboard items include the following list, which are the topics to be
included in a presentation the bee is giving on AI.
A look at how generative AI models work.
The five levels of prompt engineering .
A look at some practical examples of generative AI applications.
The future of AI.
The nightmare fuel
that Google
ImageFX (Imagen 2)
came up with.

5. How generative AI models work
•Training:
Garbage in. Garbage out.

6. How generative AI models work
•Training:
Garbage in. Garbage out.
•Tokens:
Words? We don’t need words.

7. How generative AI models work
•Training:
Garbage in. Garbage out.
•Neural Networks:
Like your brain, but not.
•Tokens:
Words? We don’t need words.

8. How generative AI models work
•Training:
Garbage in. Garbage out.
•Neural Networks:
Like your brain, but not.
•Output:
Right or wrong, it’s about probabilities.
•Tokens:
Words? We don’t need words.
Catch Ryan’s session
“Will AI Overviews kill SEO”
tomorrow at 8:50am.

9. The five levels of prompt engineering
From the TELeR paper: https://arxiv.org/pdf/2305.11430

10. Five levels of prompt engineering: level one
A simple one-sentence directive expressing the high-level goal.
Example
Write a Tweet about AGI.
Output

11. Five levels of prompt engineering: level two
Multi-sentence directive expressing the high-level goal and the sub-tasks that need to be
performed to achieve the goal.
Example
Write a Tweet about AGI. It should be:
- Supportive of AGI
- Acknowledge the concerns of others around safety, privacy and security
- Focus on the benefits to humanity
- Use examples from health and agriculture
Output

12. Five levels of prompt engineering: level three
Complex (bullet-style) directive expressing the high-level goal along with a detailed bulleted list of
sub-tasks to be performed.
Example
Write a Tweet about AGI. It should answer the following questions:
- What is the biggest benefit for humanity?
- Why is safety not a concern?
- How can we avoid job displacement?
- How can we offset the environmental impact?
The Tweet should be:
- Supportive of AGI
- Acknowledge the concerns of others around safety, privacy and security
- Focus on the benefits to humanity
- Use examples from health and agriculture
It can be a Tweet thread.
Output

13. Five levels of prompt engineering: level four
A complex directive that includes the following: 1) Description of the high-level goal, 2) A detailed
bulleted list of sub-tasks, 3) A directive for the LLM to explain the output.
OutputExample
Write a Tweet about AGI. It should answer the following questions:
- What is the biggest benefit for humanity?
- Why is safety not a concern?
- How can we avoid job displacement?
- How can we offset the environmental impact?
The Tweet should be:
- Supportive of AGI
- Acknowledge the concerns of others around safety, privacy and security
- Focus on the benefits to humanity
- Use examples from health and agriculture
It can be a Tweet thread.
Explain clearly how the thread provides a compelling case for pursuing AGI
research.

14. Five levels of prompt engineering: level five
A complex directive that includes the following: Everything in level four, plus the addition of
guidelines on how the output will be evaluated and/or few-shot examples.
OutputExample
Previous message plus:
The language, style, tone and structure should be inspired by these three top
performing Tweets by the same company.
Join @maxjaderberg & @SergeiIakhnin from @IsomorphicLabs to explore
how machine learning accelerates biotech and drug discovery. ??????���??????� ��
????????????�??????� ��??????: https://lnk.to/GDpc9T8b #GradientDissent
Introducing Weave: a suite of tools to develop and productionize AI applications.
Learn more here→ URL … Join @altryne, to understand the problems Weave is
helping you solve!
Our latest blog reviews the GPT2-chatbot. Learn about our tests, insights on its
potential, and how it is comparable to GPT-4. Read more → URL…
(@BrettYoung3d)

15. Five levels of prompt engineering: level six

16. Five levels of prompt engineering: level six
All of the previous, plus, “Additional relevant information gathered via retrieval-based techniques”.

17. What a coincidence?! That’s what we’re about to explore!

18. Walkthrough
This will be a walkthrough of a script in realtime.
I will be recording this in advance to cut out a bit of lag.

19. The future of AI

20. The future of AI on the marketing sector
So, you can’t keep doing what you’re
doing or you will be replaced by AI.

21. The future of AI on the marketing sector
What’s coming soon will undoubtedly
look something like this.

22. We’re using Generative AI to …
•Write social posts
•Outline or even write content
•Generate schema and analyze
technical issues
•Create paid copy
•Analyze data
•Creating and personalizing email
•Etc
The future of AI on the marketing sector

23. Questions to ask yourself
•If everyone uses the same model,
who wins and how can it be you?
•What training do you need to be one
skill ahead?
•Who is your competition?
(hint: it’s not AI)
•How can you be the bridge between
different AI systems and functions?
The future of AI on the marketing sector

24. Resources
X: @onlineinference
TELeR paper: https://arxiv.org/pdf/2305.11430
GEO article: http://wandb.me/GEO
Blog: https://wandb.ai/onlineinference/
Company: https://wandb.ai/
Thank you!
Now there only a 50%
Chance that I’m a person. :D

25. See you at the next SMX!