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You might think that Google hates AI content
because they have an entire section on it in
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their spam policies.
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But the keyword here that often
gets missed is "spammy".
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In fact, I think they love AI content
when it's used in a very specific way.
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I'm going to prove it by ranking #1 in
Google, surpassing some of the biggest
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sites in the world using just AI content.
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In fact, I'm going to do it in less
than an hour starting... now.
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Alright, so the way we're going to rank #1 is to go
after a keyword where there's a Featured Snippet.
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And the only real thing you need to qualify for
a snippet is to rank in the top 10 for that keyword.
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So let's go and find those keywords.
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I logged into my free Ahrefs' Webmaster Tools
account, went to the Organic Keywords Report
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and set a couple filters to find
featured snippet opportunities.
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And after a minute of work, I had over
7,000 keywords to choose from.
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Okay, so my game plan is to Google some of
these keywords and choose one where I think
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the current snippet can be improved.
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And I was going to make some minor edits to
our post using content generated by ChatGPT.
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And so, I'm thinking like 15 minutes
of work – max.
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And then from there it's just a waiting game to see
if Google thinks that our page deserves to rank #1.
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My hopes were high and spirits were even higher.
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But it was then that I remembered
what happened the last time I tried this…
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There's a hole in my plan.
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The last time I tried to make small edits
and shortcut my way to #1, it didn't work.
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And basically, I had to rewrite an entire
article in order to win that snippet,
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which by the way Google referred to as "epic tips".
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Anyway, I obviously don't have enough time to do
a full rewrite nor do I trust ChatGPT to do a full rewrite.
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And more than anything else, I just really
don't want to make the same mistake again.
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My stress levels were on the rise.
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And with time ticking away and no hope in
sight, it felt like I was on the express train
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to Fail town.
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But after a moment of success, two questions
popped to mind that would set me on the right track.
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Ok… so what if last time actually wasn't a failure?
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But rather, I didn't give Google enough time
to give credit to those small changes I made?
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And what if… what if rather than optimizing
for one keyword, I did it for a whole bunch
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until my time ran out?
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I've gotta try.
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So back I went to the organic keywords
report to choose my keywords.
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And because there were 7,000 to choose
from, I made a few rules for myself.
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Rule #1. Our blog post needs to be
a good match for the query.
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For example, this page ranking for "create an affiliate
program" is a perfect match for the keyword.
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Our "Affiliate marketing for beginners" guide isn't.
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So, disqualified.
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Rule #2. The page that owns the snippet
has to have a similar or, ideally, higher level
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of authority than our website.
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And that's because people love
to comment with things like:
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"This is never going to work for 99% of websites.
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Ahrefs has one of the highest domain authorities".
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"It's worth mentioning that Ahrefs
has high domain authority."
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Yeah, we do… but so do all of our competitors,
including Wikipedia that has a DR 96!
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And yeah…
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I'm definitely going after Wikipedia.
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We have a DR 91 in case you're wondering.
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And Rule #3. Our pages can't have ranked recently in
the featured snippet for an extended period of time.
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So again for Pagerank, the last time we had
and held the snippet was like 7 months ago.
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This way, I'll know that a sudden #1 ranking
for a sustained period of time would have
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been because of my work, and not luck.
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So after 15 minutes, I'd chosen
10 keywords to go after.
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It was time to call in my team of writers.
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And by writers… I'm talking about ChatGPT.
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Alright, so the first keyword
I have is "marketing funnel".
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And it looks like HotJar owns the snippet here
and it's clearly a definition or paragraph snippet.
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So I'm actually going to copy this definition
and go to ChatGPT and I'm going to say:
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"I want to win the featured snippet
for the query "marketing funnel."
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HotJar currently owns it with this definition."
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And Paste.
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"This is the definition from our page."
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And I'll copy and paste that into our chat.
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"Now make ours better."
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And I couldn't believe the definition it gave me...
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The definition is like a full blog post.
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No one wants to know this.
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This is terrible.
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I thought this would be a homerun win.
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I was even planning to scale this to the
7,000 plus eligible keywords on our blog!
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We'd get a vertical spike in traffic, I'd share it
on our YouTube channel, and everyone would
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subscribe because they'd know that this
is the place to learn digital marketing.
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But all my dreams shattered – from a single prompt…
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And a single prompt is the very
reason why this didn't work.
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Okay, so I remember reading in OpenAI's
API documentation about system roles…
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and I can't find the exact snippet,
but just look at their code samples.
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They all define a system role like, you are a helpful
assistant, a personal math tutor, or an HR bot,
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and you have access to files to answer
employee questions about company policies.
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Now, I'm not an AI expert or an engineer,
but what I think a "system role" does is it
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adds context and expectations to the conversation.
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Like what makes a featured snippet "good"?
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ChatGPT and I gotta align ourselves here
so we're playing from the same playbook.
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And once we're on the same page, it's only
then that I can ask for a snippet optimization
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and expect something, maybe, decent.
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So in an attempt to set context and expectations,
I asked ChatGPT to tell me the different types of
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Google featured snippet?"
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And the first two types were exactly
what I wanted to optimize for.
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I decided to start with definition
snippets, so I asked it:
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"What makes one definition snippet
better than the other?"
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And ChatGPT outlined a checklist of criteria.
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Now, because I agreed with most things said,
I didn't ask for modifications or provide any
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further suggestions.
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I needed to start editing these posts
because I was racing against time.
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So I gave it my first target keyword, the content
from the snippet, and their entire page's content
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for additional context.
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I also told it my goals, gave it our full content,
and asked why HotJars is better than ours
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based on the criteria we established before.
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And the justification was decent.
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Now it was the moment of truth.
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"ChatGPT, Can you rewrite my
definition to be better than hotjar's?
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Explain why it's better using
our 7 point criteria as support."
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And with only 35 minutes remaining
I saw something unfamiliar… hope.
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Alright, so this still isn't perfect, but it's way
better than what we had before and it's
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actually working off a framework which I can
reuse for all of the other keywords that I chose.
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So I'm going to finetune this definition with
ChatGPT and then we're going to try and blitz
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through the rest of our keywords.
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We were off to the races.
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I told ChatGPT to shorten our definition.
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I gave it some complimentary images that
would be used in our post, and I asked it to
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use simpler language.
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And while it would have been way faster
to just manually edit the definition myself,
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I was on a mission to prove that Google actually
loves AI content when it's used to improve
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clarity and user experience.
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Alright, so I've done the first featured snippet
and I feel like there's some chemistry now,
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and so, I'm going to go and try and finish
off the rest of the 9 snippet optimizations.
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ChatGPT and I optimized snippets for the query
"PageRank," "SEO tips," "SEO vs. SEM," and more.
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We were like two peas in a pod.
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And with less than three minutes
remaining, it was time to call it.
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Okay, so I did 9 out of 10 snippet optimizations
with AI that I'm pretty happy with so all we can
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do now is wait.
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And we didn't have to wait long.
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With just one day passing by it happened again…
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Yesss!! I got my first snippet for "SEO vs SEM"!!!
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I was on an SEO high and there was
nothing that could bring me down.
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I went to bed thinking of what
might happen over the weekend.
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Will Google add me to their
SEO starter guide page?
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Will they issue me a trillion dollars in stock?
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All I knew is that whatever was coming
my way would be well deserved.
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And before I knew it, it was Monday December 11th.
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I logged into my Ahrefs account, went to
my Rank Tracker Project, and it was gone…
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I lost the snippet.
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And the whole point of this wasn't to just win
it, but it was to win and hold it for a sustained
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period of time.
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So, we are back at square one with
less than three minutes of our time.
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I need a break….
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The next day came… then the next…
and the next… but nothing.
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I knew something was missing, but I
couldn't quite put my finger on what.
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So as a final attempt, I went back to Google
and searched for "seo vs sem" to see what
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could be missing..
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Okay, so this is going to sound like a completely
"conspiracy SEO"-type theory, but just stay with me here.
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So, I noticed that the SERP is still showing the old date.
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And that's because I didn't change the updated date
in the post considering it was a super-minor edit.
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So, I think I have like three minutes left from
my original hour, so I'm going to just change
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the updated dates to the time
the posts were changed.
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No bumping to the top of
the blog or anything like that.
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Literally, just going to change the dates.
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So I did that with the 9 posts that I'd updated
and submitted most of them to Google search
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console for indexing.
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My timebank had officially hit zero..
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And two days later, I'd learn that my conspiracy
SEO theory may not have been as crazy as I had
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originally thought.
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Okay, so, it's December 15th and
I think something's happening.
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So, our share of voice had a noticeable bump
for our featured snippet keywords – the most
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notable movement being for the keyword "pagerank."
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And yeah, it's not a number one ranking
but I feel like something's brewing here.
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And as crazy as it might sound, I think it
has to do with changing this tiny little part,
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which by the way, has nothing to
do with the quality of the changes.
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Was I going crazy?
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It sure felt that way.
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So I had to get to the bottom of this.
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And I knew just the person to call to find
out if I was crazy or if there was something
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happening under the surface.
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Okay, so, when I changed the definition for
the PageRank article and Google recrawled
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the page, nothing really happened
in terms of, like, a boost in rankings.
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But when I changed the last updated date
and nothing else, we jumped, like, 3 positions.
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So, do you think that the date change
had anything to do with this boost?
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Maybe.
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There's a lot of SEOs that believe if
you update the date - it's going to help.
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I think you probably triggered another system,
maybe the Featured snippet system, you got
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a better answer and it's trying to rank you higher.
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Some of those processes are delayed a little
bit, so I think that's a little more likely.
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So you're saying there's still
hope to win the snippet?
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There's always hope.
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The fire inside of me was reignited.
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And I knew it was just a matter
of time before we'd see success.
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But with the holidays just around the corner,
I decided to take some much needed time off.
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I sang carols with the family, exchanged gifts,
and rang in the New Year with a delicious burrito.
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And before I knew it, I was back in the office
on January 3rd, checking our rankings…
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I did it!!!! I can't believe I did it!
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Alright, so, I got the snippet for "seo vs. sem" and
I got the snippet for "keyword cannibalization"!
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Also, we went off from position 6 to
position 3 for the keyword "pagerank."
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So, we're holding it and we're really not
that far off from overtaking Wikipedia.
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But I quickly realized that the battle wasn't
won because at least one of our keywords
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needed to hold the #1 ranking position
for an extended period of time.
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Days went by and we lost the featured
snippet for "keyword cannibalization."
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But we were still going strong holding
the snippet for "seo vs. sem."
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And more importantly, our total share
of voice was at a sustained new level.
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Something was happening.
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Then on January 9th, the unthinkable happened.
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Yooo, I just outranked Wikipedia!
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And by the end of the month, I hit peak
adrenaline, winning 3 out of 9 featured
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snippets using just AI content.
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Now, as for the keyword "seo vs sem", we held
a #1 position for well over a month and the last
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time this happened was nearly a year ago.
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And the same happened for "pagerank"
with a tiny bit more volatility.
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By the time we were halfway through February,
we were holding the snippet for 3 keywords:
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"marketing funnel," "seo vs sem," and "pagerank."
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Okay, so we are at the end February and
it's safe to say that this is a win, but I want
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to show you something even crazier
than ranking #1 for a few keywords.
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So, I was tracking the 9 URLs I was working
on in an Ahrefs, and just look at the massive
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total traffic boost!
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Even with just these tiny optimizations we've got an
estimated over 10,000 more monthly visits from search.
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This is amazing!!!
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But then I realized that maybe
I hadn't proven anything.
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I mean - did the ranking increase
come from changing the dates?
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Did we just luck out from some algorithm update?
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I knew that the only way to prove that Google
loves AI content was to switch it back to
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the original human-written content.
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So I went to archive.org, pasted in one of
our URLs, but they didn't have a snapshot
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of our page when I made the changes.
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So I checked in Ahrefs Page Inspect...
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Oh my goodness, there's so
many dates to choose from.
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I chose the date right before I
made the changes to this page.
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I scrolled down and immediately
saw the original version there.
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So all I had to do was copy and paste this
into WordPress and hit the Update button.
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Then I submitted it to Google search console.
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Rinse and repeat for the other pages
and we're back to the waiting game.
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But I didn't have to wait long…
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Alright, so it's only been like three hours since
I submitted for indexing in GSC and we already
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lost the snippet for "seo vs. sem."
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And let me remind you - we held that
snippet for, like, two months straight…
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And a few hours later, we'd lost the snippet
for "marketing funnels" and "pagerank."
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Now, while I may have proven that the AI content
snippets beat our human written snippets,
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it doesn't exactly mean that Google loves
all content created by AI tools, clearly.
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Google loves what the user loves, and when
a user searches for informational content,
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they want simple, clear, and concise information,
which AI just so happens to be good at creating
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– probably better than humans.
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So, rather than creating spammy AI content,
risking getting deindexed and losing a large
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portion of your business in the name of scale…
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Focus on clarity and AI may just
be a good assistant for that.
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If you want to see how to do that, go and watch
our video where I ranked #1 for a super competitive
00:15:07
query in under 24 hours.
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