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In this episode of the “Brands and Brews Marketing Podcast,” host Jesse reconnects with AI and SEO expert and founder of SEOwind Tom Winter, to discuss the latest advancements in the field. They explore the evolution of AI tools beyond ChatGPT, such as Gemini and Cloud 3.5 Sonnet, and emphasize the critical role of data preparation in content creation. Tom highlights the necessity of human input to add depth and expertise to AI-generated content. They also delve into the rise of vector databases and retrieval-augmented generation (RAG) in enhancing SEO strategies. The episode concludes with tool recommendations and a reminder of the importance of balancing AI with human creativity.
See the first episode with Tom Winter here.
Introduction and Beer Talk (00:00:00)
Jesse and Tom introduce themselves and discuss their choice of beers for the episode.
Recap of Previous Discussion (00:01:02)
Jesse mentions their previous podcast about AI and SEO, setting the stage for updates.
New Developments in AI and SEO (00:03:35)
Tom discusses the emergence of new AI models competing with ChatGPT and their capabilities.
Data Preparation Importance (00:05:17)
Tom emphasizes the critical role of data preparation in AI-generated content creation.
Rise of AI Tools in Marketing (00:07:42)
Tom shares his observations on the slow adoption of AI tools among marketers.
Vector Databases and RAG (00:08:57)
Tom explains the concept of vector databases and retrieval-augmented generation for SEO.
Human Touch in AI Content (00:11:52)
Tom stresses the necessity of human expertise in enhancing AI-generated content.
Adding Value to Content (00:14:01)
Jesse and Tom discuss the importance of unique insights in thought leadership content.
Recommended SEO Tools (00:15:46)
Tom suggests tools for SEO professionals, including a new internal linking plugin.
Internal Linking Challenges (00:17:56)
Jesse shares his struggles with internal linking and the need for better tools.
Content Briefs and Data Feeding (00:19:10)
Tom describes improvements in content briefs and the importance of feeding AI quality data.
Updating Old Content for Traffic Gain (00:21:15)
Discusses strategies for updating old content to increase traffic and improve rankings.
Data-Driven Content Updates (00:22:26)
Emphasizes the importance of using data and statistics to enhance content quality rather than keyword stuffing.
Humanizing AI-Generated Content (00:23:07)
Explores the role of human expertise in enriching AI-generated content with unique insights and brand voice.
B2B Content Update Challenges (00:24:18)
Highlights the hesitance in B2B sectors to update existing content, focusing on the importance of improving click-through rates.
Maintaining Humanization in Content (00:25:16)
Explains how updates can preserve previous humanization efforts while adding new valuable information.
Defining Humanization in Content Creation (00:26:01)
Discusses the evolving definition of humanization in content, emphasizing the need for value over fluff.
Word Count and Content Quality Debate (00:27:53)
Debates the relevance of word count in SEO, suggesting that structure and quality are more important than length.
Importance of Article Structure (00:30:11)
Stresses that a well-structured article improves user experience and aids search engines in content indexing.
AI’s Impact on Search Results (00:31:26)
Explores how AI-generated content affects search results and the potential threats to organic searches.
AI as a Search Assistant (00:34:40)
Considers the role of AI in e-commerce and its effectiveness in providing specific product recommendations.
Quality Content vs. AI Snippets (00:35:23)
Contrasts the utility of AI-generated snippets with the need for comprehensive, high-quality content.
Adapting to AI in SEO (00:37:53)
Discusses the necessity for SEO professionals to adapt to AI advancements or risk losing their jobs.
AI as a Tool, Not a Replacement (00:39:55)
Reiterates that AI should be viewed as a tool to enhance skills rather than a replacement for human effort.
Future of AI in the Workforce (00:40:58)
Contemplates the potential future roles of AI and the implications for job markets, especially for juniors.
Gratitude Towards AI Tools (00:42:11)
Shares a humorous take on treating AI tools with kindness to foster a positive interaction.
Closing Thoughts and Tools (00:42:50)
Discussion on trying various tools to enhance SEO efforts and find additional value.
Networking and Support (00:43:12)
Tom encourages listeners to connect with him on LinkedIn for questions and support.
Wrap-Up and Gratitude (00:43:34)
Jesse thanks Tom and the audience, reflecting on the enjoyable conversation.
SERIAL ENTREPRENEUR | FOUNDER
Tom Winter is the co-founder of SEOwind, a tool that helps copywriters create comprehensive briefs for articles based on data and AI. With a background in SEO and a passion for leveraging AI to improve content creation, Tom is dedicated to bridging the gap between SEO experts and copywriters.