Sophie Westerink

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As mentioned in my previous blog post, I did an internship last year at a web development agency that specializes in providing comprehensive support for companies’ technological, design, content, and online marketing needs. In addition to improving my Google Ads campaigns using ChatGPT, thus optimizing my SEA position, I also utilized ChatGPT to enhance the SEO position of the company’s clients I worked for.

SEO stands for ‘search engine optimization,’ which encompasses all activities and adjustments aimed at making a website more visible in Google’s search results (Stijn, 2023). One of the ways to achieve this is through the piece you are currently reading, a blog. Creating blogs can help you optimize your site for important Google ranking factors like click-through rate, index coverage, backlinks, and internal links (Coleman, 2022). Clients within the company where I interned also utilized a blog SEO strategy. To implement such a strategy, it is essential to run a thorough keyword and competition research (Coleman, 2022).

One of the clients for whom I had to write such a blog was a real estate agency. I had to write a blog about tips for a successful house hunt. Let’s walk to an example on how ChatGPT supported me in writing this blog.

I began by asking ChatGPT the initial question:

“I want to write an SEO optimized blog post on 10 tips for a successful house hunt. I don’t want you to write the blog yet, but can you confirm you understand?”

After that, I searched on Google the question: “what are tips for a successful house hunt.”

These are similar Google search terms that Google receives all the time. Then, I asked the following question to ChatGPT: “In the article, you must answer the following questions (again, please do not write the blog yet, but can you confirm you understand?),“ and I included the questions above. ChatGPT provided the following outcome.

Next, I began researching existing hyperlinks, in line with the blog subject. A hyperlink is a user interface element that connects to either a target or a source (Rouse, 2023). I asked ChatGPT the following question: “I want you to include the attached hyperlinks in the blog post (again, please do not write the blog yet, but can you confirm you understand?).” I added hyperlinks and links to pages from the client’s website. ChatGPT provided an outcome similar to the one mentioned above but with the specific hyperlinks.

Now, I told ChatGPT: “We are ready to write the blog. Make the blog around 300 words.”

I cannot include the blog that ChatGPT wrote because it contains a lot of client specific information, but maybe you can try to undergo these steps yourself?

I can speak from experience that ChatGPT generated great blogs in this way. Because you didn’t immediately let the AI write but first provided separate information about the blog’s content, the SEO quality of the blogs improved significantly compared to when I gave ChatGPT a topic and had it immediately write the blog.

On the other hand, there are also downsides to letting ChatGPT write the blogs. For example, it’s challenging because ChatGPT 3.5 does not have access to current events. The topic I’ve presented to ChatGPT can remain relatively general over the years. However, for a real estate agency, blogs about for example current property prices could be relevant. In such cases, ChatGPT cannot assist.

References

Coleman, B. (2022, December 2). Blog SEO: How to Search Engine Optimize Your Blog Content. HubSpot. https://blog.hubspot.com/marketing/blog-search-engine-optimization#:~:text=and%20content%20writing.-,Does%20blogging%20help%20with%20SEO%3F,site%20more%20appealing%20to%20visitors

Rouse, A. P. B. M. (2023, September 20). What is a Hyperlink? – Definition from Techopedia. Techopedia. https://www.techopedia.com/definition/5175/hyperlink

Stijn. (2023). Wat is SEO? Leer alles over de betekenis en hoe SEO werkt. DoubleSmart. https://www.doublesmart.nl/hub/seo/wat-is-seo/

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Last year I chose to do an internship at a web development agency specializing in comprehensive support for companies’ technological, design, content, and online marketing needs. In my initial weeks, I focused on understanding the intricacies of SEO and SEA, not only their meanings but also ways to enhance them.

With the guidance of the agency’s marketing expert, I became adept at setting up diverse campaigns within Google Ads. I also delved into Ad Rank, a metric calculated by multiplying the maximum cost per click (CPC) bid with the ad’s quality score – higher quality scores meant lower bids for similar search result positions (Gibbons & Gibbons, 2023).

Crafting campaigns using provided materials was no major challenge, but I was soon tasked with creating a Google Ads account from scratch for a new, smaller client. Given a limited budget, my mission was to create a high-quality score campaign, which I discovered demanded a lot of creativity and strategic thinking.

I turned to ChatGPT for assistance. By combining keywords from Google’s Keyword Planner and seeking additional unique keywords from ChatGPT, I enhanced the campaign’s effectiveness. The more insights I shared about the company, market, and campaign objectives, the better the keywords ChatGPT generated. In some instances, ChatGPT even suggested top-performing keywords. I relied on ChatGPT for inspiration, from headlines to descriptions and sitelinks, all within a single chat session. Towards the end, I posed a crucial question: “If I were to implement all your advice into my Google Ads campaign, how successful do you think my ads would be?” However, I received a fairly general response each time.

In my view, it would be a valuable addition if ChatGPT could provide critical feedback on its own suggestions. This could help improve the quality of the results generated by ChatGPT in the future, making it an even more powerful tool in all kinds of fields.

In conclusion, as technology evolves, AI’s role in shaping digital marketing strategies continues to grow, promising an exciting future for this field. But what do you think is the best way to use ChatGPT for my Google Ads Campaigns?

References

Gibbons, M., & Gibbons, M. (2023). What is Google’s ad rank formula and how does it work? WebFX. https://www.webfx.com/blog/seo/ad-rank-formula/

A Behind-the-Scenes Look at Crafting SEO-Optimized Blogs

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Mastering my Google Ads with ChatGPT

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