How Local SEO Agencies are using Generative AI & ChatGPT: Tips, tactics and strategies

The Near Memo

In this extended episode of the Near Memo, Greg Sterling , Joy Hawkins, Darren Shaw & Mike Blumenthal explore the role of generative AI and how it has evolved one year after CHat GPT was released. We cover:

• Experiences and opinions on the use of AI tools like ChatGPT in SEO and content creation.
• The effectiveness of AI in different aspects of agency work, including creative tasks and data analysis.
• The influence of AI on the quality of content and the evolving nature of SEO strategies.
• Perspectives on the future impact of AI on the SEO industry and the role of agencies.

How Local SEO agencies use AI to improve client content:

• Content Creation Challenges with AI: Contrary to initial expectations, AI has not replaced content writers. While it is used for drafting and repurposing content, AI-generated articles often require extensive human editing, especially for factual accuracy and coherence.
• Content Refinement and Repurposing: AI excels in transforming existing content into different formats, like converting a list into a blog post or a blog into a script. This minimizes the editing work required.
• Efficiency in Post Creation: AI has been particularly effective in generating social media or Google posts, reducing the time and mental effort involved in content creation. This includes automating tasks like emoji placement in posts.

How Local SEO agencies explain AI to their clients:

• AI in Client Communication: Both Sterling Sky and Whitesoark are transparent with clients about their AI usage, addressing concerns about potential negative impacts on SEO performance. AI is presented as a tool for idea generation and preliminary drafting, not as a primary content creator.
• Client Engagement with AI: Clients are generally receptive and interested in AI's role in content creation. The emphasis is on AI as an assistant that complements human skills, ensuring quality and originality in content.
• Cost Implications: There have been no significant shifts in pricing structures due to AI efficiencies. The focus is on using AI to maintain or reduce costs rather than altering client fees.

Local SEO Agencies & their AI future:

• AI as a reporting super power: extracting meaningful insights from large data sets for clients.
• Long-Term Impact on Staffing and Skills: Agencies do not foresee AI replacing human staff. Instead, AI is viewed as a tool that enhances staff capabilities. Concerns about AI causing dependency or de-skilling are noted, but the overall sentiment is optimistic.
• Future of AI in Local SEO: AI is expected to lead to more efficient workflows and better quality content. Agencies anticipate a growing divide between those heavily reliant on AI and those favoring a balanced, human-centric approach. AI's role in data analysis and automating repetitive tasks is highlighted, enhancing both client service and internal processes.

ChatGPT's Review Insights

• Experiences and opinions on the use of AI tools like ChatGPT in SEO and content creation.
• The effectiveness of AI in different aspects of agency work, including creative tasks and data analysis.
• The influence of AI on the quality of content and the evolving nature of SEO strategies.
• Perspectives on the future impact of AI on the SEO industry and the role of agencies.

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