Generative AI – Use tools effectively while avoiding common pitfalls [Podcast]

Strategies for effective implementation and business growth

ChatGPT and other Large Language Models (LLMs) are seemingly everywhere, and it’s important to learn what’s possible with them while acknowledging their weaknesses. Do LLMs even have their intelligence? Is ChatGPT ready for “prime time” or is it just a toy that can lead to fake and buggy stories?

Eric Enge, President of Pilot Holding, was with me at the SEJShow to share the truth behind the prevailing myths surrounding the Generative AI landscape and how to be successful with the tools instead.

Discover the problems that arise when you put too much trust in generative AI. You’ll also learn what’s possible and how to best leverage it in your organization while avoiding the common mistakes that come with LLMs.

We have to keep in mind that the real problem is that these things are trained on the open internet. We have all the information in the world on the internet, and that’s great, but we also have all the disinformation in the world on the internet, and a lot of blatantly intentional misinformation. –Eric Enge,41:18

Anyone who thinks SEO will disappear as a result doesn’t understand SEO. As long as people want to search and find things, and as long as there are tools to help people search and find, there will be SEO, end of story. —Eric Enge, 32:48

We are not yet at the point where this will replace man in all things. But we’ve gotten to a point where we’ve developed a really interesting tool that can be used constructively and creatively in a variety of ways.—Eric Enge, 37:38

[00:00] – Introduction to Eric
[04:21] – The current and future role of AI in search and opportunity
[09:36] – Impact of false information on different internet users
[14:13] – Error message to Google: Best Practices
[15:25] – Prepare e-commerce sites for AI-powered search
[21:02] – The role of content in local search results
[23:52] – Evaluation of the source selection by Google for search results
[28:23] – Impact of Google results integration on clicks and conversions
[31:48] – Importance of brand visibility in search results
[33:14] – Misconceptions about the influence of AI on search results
[37:40] – Outlook on the future of AI systems
[38:29] – Recent advances in accuracy of AI generated output
[41:18] – Web disinformation issues and their impact on AI models
[44:22] – Strategies for AI-optimized business content
[46:55] – Possible impact of AI on the credibility of online content
[48:33] – Importance of experts in improving AI-generated content
[50:19] – Google’s approach to assessing the trustworthiness of content
[51:49] – Insights into the role of AI in future content generation and SEO

Mentioned Resources:
Pilot Holding:

At the moment we are experiencing this massive paradigm shift or the preparation for the change. We are definitely still in our infancy. Most of us SEOs have Google SGE running in our browsers. We carry out inquiries daily. Every time we ask a query, we get anxious or anxious. Now we see that an article appears before the typical organic results. We have to keep reminding ourselves that we are currently beta testing this. -Loren Baker, 04:21

The easiest way to get started is to take a page on your site, feed it into the model, give it the search query you want it to rank for, and ask what changes you need to make to improve your chances of ranking on it to improve the site or what gaps in content you need to close. –Eric Enge,44:22

Over time, EAT (Expertise, Authoritativeness, Trustworthiness) becomes more and more important. Google places great emphasis on finding subject matter experts, fact-checking and a strong staff of experts who are responsible for the content. –Eric Enge, 48:22

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Eric Enge is an award-winning professional and co-founder of Pilot Holding specializing in business consulting for SEO, content marketing, digital marketing and finance. He founded Stone Temple Consulting, which was later acquired by Perficient, where he served as General Manager and Principal on the digital marketing team.

Eric’s expertise spans digital marketing strategy, SEO, content marketing, paid search, conversion rate optimization, social media, web analytics and marketing automation. What sets him apart is that he accompanies companies on their way to the next phase of growth.

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