This year I had the opportunity to attend the ZHAW's MarTechSummit and one thing quickly became clear: the landscape of online marketing is changing faster than ever – especially through the use of artificial intelligence.
The presentations and discussions made it clear to me how profoundly technologies such as ChatGPT and Gemini are already influencing our marketing strategies. This prompted me to take a closer look and research how these developments affect a key topic that concerns us all in marketing: search engine optimisation (SEO). It turned out that the integration of AI not only offers new opportunities, but also fundamentally changes the rules of the game.
AI instead of keywords
We used to spend hours researching keywords, optimising meta tags and hoping that the SEO gods would have mercy on us. But now we have powerful new tools at our disposal: Large language Models (LLMs). Here's a quick introduction:
LLMs are artificial intelligence that can analyse and understand huge amounts of text. Models such as ChatGPT and BARD have been trained with millions of words and are able to generate human-like responses. They understand context, can answer complex questions and – if we use them correctly – give us a real boost in online marketing.
The video shows how LLMs such as ChatGPT and Gemini analyse texts and are used for effective marketing.
Better search results through smart content
The days when we could simply add a few keywords to your website and hope for traffic are clearly over. Nowadays, it's all about quality and relevance – and this is where LLMs come into play.
Content creation: LLMs can be used to create content that is not only informative but also engaging. If you have mastered prompt engineering, the AI helps you to strike just the right tone and get to the heart of relevant information. This leads to longer dwell times and lower bounce rates – both factors that Google loves.
Optimising meta tags and snippets: LLMs can also help with the creation of meta descriptions and snippets. They generate concise, meaningful texts that increase the click-through rate (CTR). A high CTR signals to search engines that your content is relevant, which in turn improves your ranking.
The magic of personalisation
Another advantage of LLMs is their ability to personalise. They can analyse user data and tailor content precisely to the needs of your target group. It seems like you can deliver the exact content each visitor is looking for.
But as exciting as the possibilities are, LLMs also come with some challenges and risks that we can't ignore.
Quality vs. quantity: Have you been on LinkedIn lately? It's teeming with generic, AI-generated content. Even though LLMs can create great content, there is a danger that they will also lead to the mass production of content. This floods the internet with mediocre content and makes it harder to find quality information.
Fake news and disinformation: counter-reading is worth GOLD – AIs can easily be used to spread misinformation. If they are not carefully trained and monitored, they can quickly generate misleading and inaccurate content that quickly undermines the trust of readers.
Dependence on algorithms: With the increasing use of LLMs, companies may rely too much on these technologies and place less value on creative human input. This is not only a threat to the diversity of content marketing, but also to its originality.
Dance on the tightrope
Okay, LLMs are cool – we don't deny that. They are like the Swiss army knife of online marketing, always there when you need them. But we mustn't forget that at the end of the day, these AI tools are still just tools. Powerful tools that need to be used optimally – in combination with human creativity – to create truly effective and appealing SEO content.
It is not about just generating a text through AI and then polishing it up, it is about using AI as a tool to create original, creative and in-depth content that really resonates with audiences. Because let's face it: no one wants to slog through a bunch of generic, soulless content that feels like it was written by a bored roboter.
A bored robot!
In a world that is increasingly dominated by algorithms, it is our job to keep the human spark alive. It is human creativity that really brings marketing to life. A clever idea, a charming wink or a cheeky twist – these are the elements that make our work unforgettable. And that's exactly what sets us apart from the AI: We bring the passion, humour and originality that makes all the difference. This keeps our marketing not only relevant, but also unique.
How can I become more creative in SEO?
After attending the MarTechSummit and intensively studying the latest developments in artificial intelligence, I thought about how I could give you some practical help to become more creative in SEO and find more effective keywords.
My recommendation is surprisingly simple, but incredibly effective: read more (books).
Scientific studies show that reading not only increases creativity, but also improves concentration and stimulates the brain to develop new ideas. Whether non-fiction or novels – by reading, we broaden our horizons and gather inspiration that helps us find fresh and original approaches to SEO.
