Ryo Chiba Topic

38. Optimise your SEO & Content Strategy with AI

 December 22, 2020

By  Will

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In episode 38 of Customers Who Click I had a fantastic chat with Ryo Chiba, founder of Topic and we spent the episode discussing SEO, and how AI can assist your SEO and content strategy.

SEO is obviously a really powerful channel, everyone wants to get involved in it and with the ease of getting started with a business these days, the SEO space is getting more and more competitive every day.

It makes sense then that you’d want to look at the tools to make this easier for you. Identify the topics and questions that people are asking, and give you the topics that will be a good opportunity for you to target.

Ryo Chiba is an entrepreneur who started a multi-million dollar SaaS company in college using SEO and content marketing. After successfully selling the company in 2018 he is now working on Topic to help others create comprehensive content. 

Key Highlights:

08:35 - 13:16 - How Does AI Fit into SEO & Content Marketing? - AI is great at reducing your resource requirements in house. It can automate tasks such as research which can be quite time intensive and with limited output. AI can quickly identify high impact keywords and questions to target, to allow you to produce the content that will have the biggest impact for your business. What it can’t do is replace your businesses authority in the market, it can’t (yet) create the readable and entertaining content that people want to consume.

13:47 - 18:06 - What are the Common Mistakes Businesses Make with Written Content? - Not being aware of your authority in the industry is a big mistake as it’ll seriously limit the impact of your work. If you’ve been in the market a long time and have good business connections and partnerships there could be a huge opportunity to make some optimisations and really rank for core keywords. Another mistake is simply not targeting low hanging fruit. Not going back through content and re-assessing SEO performance, not targeting great keyword opportunities that are relatively untouched. Finally, a big mistake is not taking advantage when your business is inherently SEO friendly, where you’ve got the ability to produce huge amounts of unique content, or naturally generate high quality links.

18:46 - 23:55 - Misconceptions about AI & SEO - The biggest misconception is that AI will be the ultimate SEO tool. That it will find the opportunities, write the content and you’ll see huge gains really quickly. They’re looking for the quick win, but missing the fact that there’s still a huge human element missing from AI. On the flip side, people who have been exposed to AI over the last year or so, been over-promised but under-delivered to see it as snake oil really, something that’s never really going to make an impact. Really we’re in the middle at the moment, AI helps reduce the workload and speed up processes, but you still need to do a lot of work to get the most from it.

24:29 - 37:55 - Where Do You Get Started with Content Marketing? - Understand where you currently stand in your industry is key. Check out tools like SEMrush and href to get an idea of this. This will then help determine which keywords you need to be going for, what kind of customers do you have and do you want? Then come up with the content that will help you rank against these objectives and insights.  There’s no quick fix though, SEO does take a lot of time, but the efforts pay off in the long term.

38:09 - 48:55 - What are the Big Trends Coming in SEO & AI? - GPT-3 advanced text generation, its basically a pre-trained SEO thats been exposed to the entire internet, and it works like a supercharged auto-complete to answer questions for you. It should be able to sound pretty human, and will be really powerful at streamlining the content production process by automating a lot of the more tedious work and helping you develop quality content that is engaging for the audience.

49:08 - 54:00 - Ryo’s Underrated Aspect of Marketing - Looking back at the fundamentals from years ago. Marketing has been around for so long and a lot of the fundamentals get ignored these days because marketers want to jump on the latest trends and technologies. Always looking for quick wins and manipulations, rather than exploring customer psychology and really understanding why people buy.

If you’d like to hear more from Ryo you can head over to usetopic.com and email him at ryo@usetopic.com


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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