If you are a website owner or are a contributor, you will no doubt be aware how search engine optimisation (SEO) helps to play a crucial role in driving traffic organically to your site. 

According to Hubspot, 60% or marketers say that SEO is their highest quality source of leads in their business. 

One of the key elements of effective SEO is selecting the right keywords to target. Keyword research can help you to understand what people are searching for and optimise your content accordingly. 

There are a number of strategies you can explore to find the right keywords to improve your website’s visibility and attract relevant visitors.

A strong place to start your research into where to target is by using Google itself. Begin by typing relevant phrases or questions into the search bar. 

Google has a whole host of small tools that can help give valuable insights into what people are actively searching for. For example, when using the search bar, the autocomplete feature will provide suggestions based on popular searches related to your query. 

In addition to this, by scrolling down to the bottom of the search results page to find the “Searches related to” section. This section displays other keywords and phrases that are frequently associated with your original query. 

By incorporating these keywords into your own content, you can increase its visibility to a broader audience.

Following on from the above, by examining the search results for the phrases you type in, you can assess the intent behind them. 

Are people looking to browse and gather general information, or are they searching for specific answers to their questions? Understanding user intent will help you align your content strategy and optimise your website accordingly.

Differentiating between intent-driven keywords and question-based keywords is essential when targeting SEO. Intent-driven keywords are often shorter and indicate that users are seeking a specific product, service or solution. These keywords are typically associated with landing pages that cater to the user’s needs directly.

On the other hand, question-based keywords reflect users’ desire for information or answers. They are more likely to contain longer phrases or complete questions. 

Blog posts, guides and tutorials are ideal formats for targeting these keywords, as they provide the necessary depth and relevance to address users’ queries.

When conducting keyword research, you should make sure to consider the distinction between long tail and short tail keywords.

• Short tail keywords: These keywords are shorter and more generic and usually consist of one or two words. They generally have higher search volumes but also face greater competition. 
• Long tail keywords: Long tail keywords are longer and more specific phrases. They usually have lower search volumes but tend to be less competitive.

A short tail example might be something like ‘boiler installation’, but long tail might be ‘l need boiler installation in London on the same day.’

Ranking for short tail keywords can be challenging, especially for new or small websites. Instead, consider targeting long tail keywords as this can allow you to attract highly relevant traffic and potentially rank higher in search results.

Incorporating a mix of long tail and short tail keywords in your SEO strategy can help you strike a balance between visibility and relevance.

Search engine optimisation (SEO) is an ever-evolving field which is constantly adapting to new technologies and strategies. 

In recent years the emergence of advanced language processing models, such as GPT (Generative Pre-trained Transformer), has brought some significant changes in how SEO professionals are optimising their websites. 

The number of consumer users of this technology is fastly growing, for example the popular ChatGPT reached 100 million users just two months after launching, and businesses using SEO are quickly jumping on the trend. 

GPT is revolutionising the SEO landscape by enabling faster content creation and helping many businesses to cut their costs. The transformative effects of this technology has brought real benefits to the field of SEO in some of the key areas detailed below.

One of the challenges in SEO is determining which platforms (search engines, social media and other online areas) can get you the highest rankings and bring in the most traffic. 

Therefore a notable impact of GPT on SEO is its ability to aid businesses in testing these different platforms and evaluating their ranking potential. 

By generating content specifically optimised for each platform’s unique requirements, businesses can experiment with and measure the effectiveness of their content in driving traffic and securing higher rankings. 

This valuable insight allows creators to refine their strategies and focus their efforts on platforms that can bring them the best results.

GPT’s role in transforming SEO extends beyond its contribution to content creation and platform experimentation. By leaning in to GPT’s capabilities, businesses can save substantial amounts of money in their SEO work. 

Traditional SEO practices often require outsourcing content creation, conducting extensive keyword research and hiring additional staff with expertise in SEO.

GPT removes the need for outsourcing by providing an AI-driven content creation tool that can generate relevant, engaging and optimised content. Moreover, GPT’s language processing abilities enable automated keyword research, reducing the need for extensive manual analysis. 

As a result, businesses can allocate their financial resources more efficiently and ultimately achieve a higher return on investment.

One of the most significant advantages of utilising GPT for SEO is the ability to produce content at an unprecedented speed. 

GPT’s language generation capabilities can help people in marketing generate high-quality articles, product descriptions and more in a fraction of the time it would traditionally take. 

Speaking to Richard Allan of Divorce Bob, he explains: “We used Chat GPT to create thousands of pages for thousands of postcodes across the US. This typically would have taken us months or even years to do, but with Chat GPT, we did it around 2 days and have found that it is ranking well on Google.”

“We always prefer human written content, but if it is ranking for the moment, we can really scale this up.”

By making use of GPT’s fast processing and understanding abilities, businesses can streamline their content creation process and ensure a consistent flow of engaging material for their target audience. 

This accelerated content creation can allow businesses to stay ahead in a fiercely competitive online landscape and maintain relevance with frequent updates.

As a result of the point discussed above, the need for extensive in-house SEO teams can be significantly reduced by making use of GPT. 

Where previously businesses had to invest in building SEO teams or hire external agencies to manage their optimisation efforts. However, with GPT’s capabilities, businesses can now streamline their staffing requirements and allocate resources more strategically. 

This shift allows organisations to optimise their workforce, focusing on other critical areas of their operations while still benefiting from the advanced AI-powered capabilities of GPT.