CustomizedAI And SEO - Pubcon Vegas 202410

Custom vs. Standard AI Models: Understand the key differences between customized AI models and off-the-shelf solutions like ChatGPT.
Real-World Comparisons: Learn from our hands-on experience developing a customized AI model tailored to our media, and see how it stacks up against standard AI models in content performance.
Performance Metrics: Dive into detailed comparisons of AI-generated articles posted simultaneously on the same media platform, analyzing which performs better in terms of rankings, sessions, user interactions, and conversions.
Benefits of Customization: Discover how tailoring AI to your company's specific needs can significantly enhance the quality and effectiveness of your content.
Practical Takeaways: Gain actionable insights on how to develop and implement customized AI models for your own SEO strategies, saving time while boosting content performance.

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Human vsChatGPT vsCustomized model
How different when creating SEO content?

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Who am I?
Product manager/ UX lead in Faber Company
Awarded No.1 SEO tool
Over 1,700 clients
Over 1,300 clients
Rio Ichikawa

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Using Gen AI for SEO Contents...
Could it lead to penalties...?
Can I trust what Google says?
Not sure how to utilize AI...
Can GenAI content be ranked?

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Well, we’ve tried

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Well, we’ve tried
The results are impressive
and...

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What we’ve tried & discovered
•ChatGPT prompts for content generation
•Custom AI model
•SEO & User behavior outcomes
What we’ve developed
What we’ve discovered
•Differences in content creation process (time spent)

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ChatGPT Prompts for
Content Generation

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General Steps for Content Creation
Research Outline Writing

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General Steps for Content Creation
Research Outline Writing
•Identify your reader
•Understand what they
are searching for
•Exploer additional needs
they may have
•Analyze what
competitors are covering
•Create the structure of
the page based on
your research
•Determine the
information you need
to cover
Provide the detailed
information for each
paragraph following
the outline

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General Steps for Content Creation
Research Outline Writing
•Identify your reader
•Understand what they
are searching for
•Exploer additional needs
they may have
•Analyze what
competitors are covering
•Create the structure of
the page based on
your research
•Determine the
information you need
to cover
Provide the detailed
information for each
paragraph following
the outline
Prompt 1 Prompt 2 Prompt 3

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Prompt #1
Research

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Why do research?
Research
•Identify your reader
•Understand what they are searching for
•Exploer additional needs they may have
•Analyze what competitors are covering

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Before prompting research...
For the better outputs
Preconditions
GoalsPurpose
Perspective Rules
Roll

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Prompts to give the context & preconditions

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Use AI for research
Research
•Identify your reader
•Understand what they are searching for
•Exploer additional needs they may have
•Analyze what competitors are covering
AI excels at this

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Prompts for Research

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Who is the audience?
(History Enthusiasts, Tourist
planning to visit Tokyo)

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What are their interests?
(What went into building it?,
Historical Events, Comparison with
Eiffel tower, etc.)

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What enhanced info should I add?
(Official docs,
Insights from historians, etc.)

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What exact nouns are necessary?
(Name of the architect, Location, etc.)

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What kind of topic is related?
(post-war recovery, visitor experience,
etc.)

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Prompt #2
Outline

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Prompts for Outline

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Prompt #3
Writing

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Prompts for Writing

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Prompts for Writing
GenAI doesn’t always follow
the word count

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What topic is related?
(post-war recovery, visitor experience, etc.)
MAKE SURE TO REVIEW
•Is the information accurate?
•Are the tone/ structure/ wording natural?
Additionally, personal experiences or
expert opinions whenever possible

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In fact...
We had to
•Adjust the wording
•Refine the choice of words
•Double-check the accuracy of the information
•Ensure the research was correct and sufficient for SEO

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In fact...
Want to simplify this process...
We had to
•Adjust the wording
•Refine the choice of words
•Double-check the accuracy of the information
•Ensure the research was correct and sufficient for SEO

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Introduction of the
Customized Model

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What We Want to Achieve
We had to
•Adjust the wording
•Refine the choice of words
•Double-check the accuracy of the information
•Ensure the research was correct and sufficient for SEO
1.Align the tone more closely with our existing content
2.Cover the must-have information to rank

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How Is It Possible?
1. Align the tone more closely with our existing content
Train the GPT model using existing
contents to learn the features of our
blog contents

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How Is It Possible?
Input the existing contents and fine-tune the model
GPT-4
customized
GPT-4

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What is fine-tuning?
https://learn.microsoft.com/en-us/windows/ai/fine-tuning

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How Different?
existing content normal GPT-4 Customized GPT-4
Casual tone tone varies alwasy casual tone
Always ends with
“Try 10days free trial”
ending varies
Always ends with
“Try 10days free trial”
Has <h4> tags for most of
the contents/ paragraphs
varies
generates <h4> tags as
necessary
Blog is mainly about SEO
needs to specify
it’s about SEO
generates content with
an understanding that it’s
about SEO
If the existing content is/ has...

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How Is It Possible?
Leveraging information from the top-ranking articles
2. Cover the must-have information to rank
#1 #2 #3
AI stands for XX
top 3 articles of “what is AI”
AI is used for YY
AI was first invented in ZZ

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How Is It Possible?
customized
GPT-4
#1
#2
#3
Extract crucial topic
Learn knowledge of the topic
crawling bot API
auto generates
content outline

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Outcome:
Human vsChatGPT vsCustomized model

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Human vs ChatGPT vs Customized Model
1.Differences in Output Quality
2.Quantitative differences
3.Discrepancies in User Behavior
Compare based on three aspects

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Human vs ChatGPT vs Customized Model ~Differences in Output Quality~
Quality = How few modifications are needed
Fact-checking is essential in all cases
Human ChatGPT Customized Model
Time spent editingapprox. 16hrsapprox. 7hrs approx. 5hrs
Common issues -typos
-tone/ style
-grammar
-lack of originality
-tone/ style
-AI-like wording
-AI-like wording

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Human vs ChatGPT vs Customized Model ~Quantitative differences~
Based on the KPIs on GA4
Human ChatGPTCustomized Model
Avg. session duration 2m15s 47s 1m 17s
Engagement rate 56.97% 66.67% 57.78%
Bounce rate 43.03% 33.33% 42.22%
Views per session 1.12 1.04 1.06
Compared among similar session counts. Last 90 days

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Human vs ChatGPT vs Customized Model ~Discrepancies in User Behavior~
Heatmaps
QR

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Read

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Scrolled

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Clicked

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Human writer

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ChatGPT

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customized model

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Search Positions Result -ChatGPT & Customized Model
ChatGPT

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Search Positions Result -ChatGPT & Customized Model
Using AI for content generation itself
does not impact SEO negatively.
(Reviewing is necessary!!!)
customized model

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Conclusion

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AI generated content does not negatively impact SEO if
properly reviewed and fact-checked
1
AI generated content can rank highly depends on the keyword
2
User engagement with AI content is comparable to that with
human-written content
3

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Leverage GenAI for SEO content
creation, and don’t forget to fact check ;)

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Thank You!
@RiRiIchikawa
Rio Ichikawa