The world of SEO is constantly changing. That’s why it’s so important to make sure that you’re one step ahead of the curve, and the BrightonSEO event is usually one of the best ways for marketers to do that. The 2024 marketing event took place in April at the Brighton Centre, focusing on exploring key trends that marketers should be trying to follow in 2024.
There are a lot of factors that can change how SEO works, including consumer behaviours and even tech advancements. With that being said, what worked a few years ago might not work right now, which is why annual events like this are so big within the marketing community.
AI was a hot topic this year
AI was a hot topic this year at the SEO event. Speakers took to the stage to talk about OpenAI tools and ChatGPT. Programs like this are being used to automate keyword research for a huge range of sectors. It works especially well for companies that operate within a competitive niche. Sites that offer jackpot slots may find themselves competing against thousands of other sites. Although broad casino keywords can be targeted, it’s important to target more niche keywords too, such as slot game titles or game types. AI can be used to simplify the process here, by highlighting long-tail keywords such as Absolootly Mad Mega Moolah and Volatile Vikings 2 Dream Drop, without the site operator having to do hours of research for each individual game.
The head of SEO at Snaptrip Group, Yvie Ansari has even come out to say that ChatGPT can be used to automate content planning tools. It can be used to categorise a keyword, in the same way that ideas can be brainstormed. Content can be created for a specific target audience too. When working with AI, one thing to remember is that it’s very much a process of trial and error. You need to go back to tweak prompts and make them more specific. It’s the same way that an employee can be trained to do their job properly.
ChatGPT for keyword clustering
Another key theme at BrightonSEO was the concept of using ChatGPT to simplify the process of keyword clustering. Ansari explained that if you don’t have a concept, then ChatGPT will go wild, so you need to have steps in place to teach the platform about what your business does. The different categories can then be used to create cluster keywords, making your life easier moving forward. At the end of the day, ChatGPT has a limit on how many keywords you can group. If you teach it to categorise them properly, then it can teach other tools, such as Claude 3. This can then run lists of keywords for you. During the conference, it was announced that marketers can easily reduce their workload from hours to just 5.27 seconds for every 1000 keywords, by simply using AI.
Rachel Cryan, the paid social account director at Anicca Digital, has said that they have experienced great results by embracing AI while several other speakers, including marketing leader and content creator Peace Itimi, have said that they are looking at using AI to try and increase their number of conversions. This is in addition to putting a main focus on things like pillar SEO, which helps them highlight different conversions and where the leads are actually coming from.
As time goes on, AI is being used more and more to try to make sure that everyone gets the results they want, and that they also save time, which was a major focus at Brighton’s SEO event this year. The next event won’t be until 2025, where undoubtedly new trends will come to light regarding the world of marketing. With agencies clambering to attend, events like this are a huge boom for the local scene, with Brighton quickly emerging as a business hub within the UK.
