Using AI for SEO Projects and

drive organic traffic

Using AI for SEO Projects

Estimated reading time: 10 minutes

Learning Objectives
● How to use SEO as a gateway service to get first clients.
● How to use AI for SEO projects and drive more organic traffic.

Introduction
In the ever-evolving landscape of digital marketing, Search Engine Optimization (SEO)
remains a critical pillar for businesses striving to thrive online. As a budding SEO agency or
freelancer, your journey begins with acquiring those first clients who entrust you with their
online visibility. In this chapter, we'll delve into the powerful strategies that can kickstart
your SEO business and set you on the path to success.

What is the meaning of SEO?

SEO is an acronym for Search Engine Optimization. It is a set of techniques and strategies
used to optimise websites and online content in order to improve their visibility in search
engine results pages (SERPs). The primary goal of SEO is to increase the traffic on a website
by ensuring that it ranks higher in search engine results for relevant keywords and phrases.

For example, when we searched for cushions online by typing the keywords “buy cushions
online”, the first website to show up in the search results was Myntra. It can, therefore, be
said that Myntra’s website has a better SEO than other websites in relation to the above
keywords.

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Using AI for SEO Projects

source

It is pertinent to mention here that developing a website and developing a webpage are two
different things. We are concerned with the webpage SEO, and the same has no relation to
the website development. For example, in the previous example above, we learnt that if we
want to be shown in the search results for a person searching for cushions, then we need
to have the keyword “cushion” on our webpage. On the other hand, website development is
a different role altogether and has no relation to keyword analysis exercises relating to
webpage SEO.

Now, let us move on to the next topic and understand the important skills in SEO
optimization.

What are the important skills in SEO optimization?

We can use SEO to offer client services, including content marketing and social media
profiling. Within the realm of SEO, two fundamental skills stand out as the cornerstones of
success:

1. On-page optimisation
2. Off-page optimisation

Let us understand about the two concepts in detail below.

1. On-page optimisation- This refers to the practice of optimising various elements and
aspects of a website’s web pages to improve their search engine rankings and overall

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Using AI for SEO Projects

visibility in the search results. In other words, any optimisation that is happening on the
webpage is called on-page optimisation.

The on-page optimization comprises the following important aspects:

i) Keyword optimization
ii) Content quality
iii) Meta tags and title tags
iv) URL structure
v) Internal linking
vi) Site speed

2. Off-page optimization- Off-page optimization, also called off-page SEO, is like doing
things outside of your own website to make it more popular on the internet. When you're
doing on-page optimization, it's like cleaning up and organizing your room (your website),
but off-page optimization is like making friends and getting a good reputation in your
neighbourhood (the internet).

So, in off-page optimization, you try to make your website look cool and trustworthy to
search engines (like Google) by doing stuff like making friends with other websites (getting
links from them), being active on social media, and getting good reviews from people. All
these things tell search engines that your website is a reliable and important place on the
internet, and that's how you climb up in search results.

Learning off-page optimization is more important from a practical standpoint. The reason is
that 20 percent of the work in the SEO industry pertains to on-page optimization. The rest
80 percent of the work relates to off-page optimization.

The off-page optimization comprises the following key aspects:

i) Backlinks
ii) Social signals
iii) Guest blogging
iv) Brand mentions
v) Influencer marketing

At this point, let us understand in detail the key aspects mentioned above relating to
on-page and off-page optimization.

Let us get started with key aspects of on-page optimization first.

i) Keyword optimization- This involves using relevant keywords in your content, title tags,
meta descriptions, and headers.

ii) Content quality- On-page SEO prioritises high-quality content that provides value to
visitors. This involves creating original, relevant content that aligns with search intent.

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Using AI for SEO Projects

iii) Meta tags and title tags- These are parts of your site’s HTML that describe what your
page is about to search. Properly using meta tags and title tags can improve your site’s SEO.

iv) URL structure- URLs should be SEO friendly, meaning they should be concise and
include keywords.

v) Internal linking- Internal linking in SEO refers to the practice of creating hyperlinks that
connect one page of a website to another page within the same website. This strategy helps
to build the architecture of your site, making it easier for search engines to crawl and index
your pages.

vi) Site speed- Faster sites tend to rank higher in the SERPs. Therefore, improving your
website’s load time can boost your SEO.

Now, let us understand the key aspects of off-page optimization.

i) Backlinks- These are links from other websites to yours. High-quality backlinks from
authoritative and relevant sites can significantly boost your SEO. The backlink-building
activity can be done on various Q&A websites like Quora, Reddit, Hackernews, LegallyIndia,
and Wikipedia.

For example, If you run a fitness website, you could answer a question about the benefits
of a particular exercise and include a link to a related blog post on your website.

Here’s how the backlinking exercise is performed- Find questions related to your niche or
industry and provide detailed, informative answers. Within your answer, include a link to a
relevant blog post, article, or resource on your website that offers more information on the
topic.

You can also perform the backlinking by providing a footnote at the end and hyperlinking
the footnote to your website. An intelligent way to do backlinking on sites like Wikipedia is
to put two footnotes- one of a renowned and authenticated website and one of your
website. In this way, your website will feel more comparable to the authenticated website.

Apart from the Q&A websites, certain websites on which Articles can be posted (including
news websites that publish opinions, blogs, opinion websites, etc.) can also be utilised for
the backlinking activity.

ii) Social signals- While their direct impact on SEO is debatable, many experts agree that
shares, likes, and comments on social media can help with rankings.

iii) Guest blogging- Guest posting is a content marketing strategy where a writer or content
creator contributes a blog post or article to another person's or company's blog or website.
Writing guest posts for other sites can help you gain quality backlinks and exposure.

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Using AI for SEO Projects

iv) Brand mentions- A brand mention, also known as a brand reference, is when a brand's
name or logo is mentioned or referenced in various forms of media, content, discussions,
etc. Even unlinked mentions of your brand on your websites can be a positive signal to
search engines.

v) Influencer marketing- If influencers in your industry link to your website or mention

your brand, it can boost your SEO.

It may be noted that SEO development through organic content creation like blog posts,
articles, brand mentions, and influencer marketing is gaining more relevance today as
compared to SEO development using backlinks and keyword optimization. The reason is
that Generative AI has made significant advancements in recent years and is
increasingly being integrated into various applications.

Generative AI is a class of AI models which searches through the database of

information available on the internet to generate content similar to what a human
might produce. The below snapshot is an example of how Google shows its searches
using generative AI.

source

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Using AI for SEO Projects

It can be seen in the above snapshot that it is a more descriptive, human-like response
rather than how Google has traditionally shown its search results (in the form of
showing a list of relevant websites based on the particular keywords searched). Because
of this, since the particular websites won’t be shown in the search results, it will create a
problem in the number of hits you can get on your website.

Therefore, since generative AI creates problems with the number of hits which your
website can get, the use of SEO development through organic content creation like blog
posts, articles, brand mentions, and influencer marketing is becoming more and more
relevant today.

Can we use AI for content creation in relation to SEO?

Let us talk about the most popular search engine, Google. The Google guidelines for
creating helpful, reliable and people-first content provides a good insight into the
requirement set out by Google for good content. The most important requirement is that
the content should give value to the users. To that extent, Google does not specifically bar
or discourage the content created through AI. Therefore, AI tools like ChatGPT, Bing AI, etc.,
can be used to the full extent to develop content.

However, there can be certain clients who might ask for work not created using AI.
Therefore, before submitting the SEO work, AI tools like Originality.AI and Undetectable.AI
can be used to check whether the content is coming out as AI-generated or not.

How can we know the SEO issues related to a particular

website?
Suppose we approach a client and tell the client that we can perform SEO for their website.
It is likely that we are amongst the many other SEO developers approaching the client and
making them the same generic pitch.

It is essential to understand where the website is currently lacking in terms of it SEO.

Approaching a client with the exact shortcomings in their website and charting an
improvement path will help immensely in winning the trust of the client and making a more
personalised pitch. The client is more likely to assign us the work if they feel confident
about the real benefit coming out of the transaction.

But how will we come to know about the SEO issues of a particular website? This is where AI
comes to our rescue!

SEO issues of a particular website can be seen and analysed with a tool called the
‘SEOptimer’ tool. Let us note the steps below on how to conduct an SEO audit of a
webpage.

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Using AI for SEO Projects

Step 1: As a first step, we have to write the URL of the webpage (for which we want to
conduct the SEO audit) in the search box of the SEOptimer tool (shown in the screenshot
below).

source

Step 2: Once we click on audit, the SEOptimer tool will create an SEO audit report for us,
as shown in the screenshot below.

source

Step 3: As we can see in the previous screenshot, the SEOptimer tool gave us a list of
issues where the SEO of a webpage can be improved. However, in order to get our first
clients, we have to get the clients interested in what we are telling them. Therefore, we
cannot present the list of issues without providing a proper analysis of these issues in a
way that the client can broadly understand these issues and trust us to solve them.

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Using AI for SEO Projects

Step 4: Next, we have to analyse the SEO issues given by the SEOptimier tool. Even if you
are a non-technical person, you can still perform SEO. You will be able to analyse the
SEO issues and make a proper pitch to the client.

The reason a non-technical person can also perform SEO is that companies do not provide
direct access to their website. Still, they want to leverage the expertise of an SEO optimizer.
Therefore, you will not be required to implement the changes on the website. It is for the
people handling the website to implement the many recommendations made by you, like
keyword recommendations, guidelines on how to incorporate keywords naturally into the
content, implementing the title tags and meta descriptions for each webpage, etc.

In order to analyse the SEO issues for a webpage given by the SEOptimier tool in the
previous screenshot, we can take the help of the language model ChatGPT.

To do that, we have to copy the SEO issues and ask ChatGPT to help us understand those
and how to make a proper pitch to a client to solve those issues. In this way, even as a
non-technical person, you can perform your SEO learning along the way while making a
pitch to solve the SEO issues and earn your first clients.

The prompt given to ChatGPT in the screenshot below was, “I conducted an SEO audit of a
webpage, and the audit told me to implement an XML sitemap file. Explain to a 14-year-old
about the above recommendation given by the audit. Also, tell me a nice pitch I can make
to a client who is having the same SEO issue.”

In its response, ChatGPT helped us with the following effective pitch: “Imagine your website
is like a big store, and the products you sell are like the books in a library. Just like a map
helps customers find products in a store, an XML sitemap helps search engines find all the
important pages on your website. When search engines can easily find and understand
your website, it's like putting a big sign on your store that says, 'Come on in, we have what
you're looking for!' This means more people will visit your website, and that can lead to
more customers and more success for your business. So, by implementing an XML sitemap,
we can make sure your website is easy to discover and explore, just like a well-organized
store.”

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Using AI for SEO Projects

source

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shall attract suitable action under applicable law.
Using AI for SEO Projects

source

Recap:
➤ In the ever-evolving landscape of digital marketing, Search Engine Optimization (SEO)
remains a critical pillar for businesses striving to thrive online.

➤ SEO is an acronym for Search Engine Optimization. It is a set of techniques and

strategies used to optimise websites and online content in order to improve their visibility
in search engine results pages (SERPs).

➤ Within the realm of SEO, two fundamental skills stand out as the cornerstones of
success:
1. On-page optimization
2. Off-page optimization

➤ On-page optimization refers to the practice of optimizing various elements and aspects
of a website’s web pages to improve their search engine rankings and overall visibility in the
search results.

➤ Off-page optimization, also called off-page SEO, is like doing things outside of your own
website (like doing blog posts, being active on social media, etc.) to make it more popular
on the internet.

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shall attract suitable action under applicable law.
Using AI for SEO Projects

➤ The on-page optimization comprises the following important aspects:

i) Keyword optimization
ii) Content quality
iii) Meta tags and title tags
iv) URL structure
v) Internal linking
vi) Site speed

➤The off-page optimization comprises the following key aspects:

i) Backlinks
ii) Social signals
iii) Guest blogging
iv) Brand mentions
v) Influencer marketing

➤ SEO development through organic content creation like blog posts, articles, brand
mentions, and influencer marketing is gaining more relevance today with the growth of
generative AI.

➤ Backlinks are links from other websites to yours. High-quality backlinks from
authoritative and relevant sites can significantly boost your SEO.

➤ Before submitting the SEO work to clients who don’t want AI-generated content, AI tools
like Originality.AI and Undetectable.AI can be used to check whether the content is coming
out as AI-generated or not.

➤ SEO issues of a particular website can be seen and analysed with a tool called the
‘SEOptimer’ tool. In order to analyse the SEO issues for a webpage given by the SEOptimier
tool, we can take the help of the language model ChatGPT.

© Addictive Learning Technology Pvt. Ltd.

Any unauthorized use, circulation or reproduction P - 11
shall attract suitable action under applicable law.