Jun 23, 2023

ChatGPT and other Large Language Models (LLMs) are
seemingly everywhere, and it’s crucial to learn what’s possible
with them while acknowledging their flaws. After all, do LLMs have
their intelligence? Is ChatGPT ready for “prime time,” or is it
merely a toy that can lead to fake and error-laden
stories? 

President of Pilot Holding, Eric Enge, joined me on
the SEJShow to share the truth behind the prevailing myths
surrounding the generative AI landscape and how to succeed with the
tools instead. 

Discover the problems arising from placing too much
trust in generative AI. You’ll also find out what is possible and
how to use it in your business best while avoiding the common
mistakes associated with LLMs.

We must remember that the real problem is that
this stuff is trained on the open internet. We have all the world’s
information on the web, and that’s great, but we also have all the
world’s disinformation on the web and a lot of overtly intended
misinformation. –Eric Enge,41:18

Anybody who thinks SEO is going away because of
this doesn’t understand SEO. As long as people want to search for
and find things, and as long as there are tools to help people
search for and find things, there will be SEO, end of story.
–Eric Enge, 32:48

We’re not at the point where this will supplant
humans in all things. But we are at a point where we’ve developed a
really interesting tool that can be used constructively and
creatively in many different ways.–Eric Enge, 37:38

[00:00] – Introduction to Eric

[04:21] – AI’s current and future role in search &
opportunities

[09:36] – Effects of incorrect information on
different Internet users

[14:13] – Error reporting to Google: Best
practices

[15:25] – Preparing ecommerce sites for AI-enhanced
search

[21:02] – The role of content in local search
results

[23:52] – Evaluation of Google’s source selection for
search results

[28:23] – Impact of Google’s result integration on
clicks and conversions

[31:48] – Importance of brand visibility in search
results

[33:14] – Misunderstandings about AI’s influence on
search results

[37:40] – Outlook on the future of ai systems

[38:29] – Recent advancements in ai-generated output
accuracy

[41:18] – Web disinformation issues and their effect
on ai models

[44:22] – Strategies for ai-optimized business
content

[46:55] – AI’s potential impact on online content
credibility

[48:33] – Importance of experts in enhancing
ai-generated content

[50:19] – Google’s approach to evaluating content
trustworthiness

[51:49] – Insights on AI’s role in future content
generation and SEO

Resources Mentioned:

Pilot Holding: https://www.pilotholding.com/

Right now, we have this massive paradigm shift or
the preparation for the shift. We’re definitely in the infant
stages. Most of us SEOs have Google SGE running on our browsers.
We’re doing queries daily. We’re getting scared or anxious every
time we do a query. Now we’re seeing an article appear before the
typical organic results. We must keep reminding ourselves that we
are beta-testing this at the moment. And this is a tricky thing to
do sometimes when every time you search, you see everything pushed
down. Google trying to answer what may not even be a
question-oriented query with a relatively long piece of
content. –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 it what changes you need to make to
improve your chances of ranking on that or what content gaps you
need to fill. –Eric Enge,44:22

Over time, E-A-T (Expertise, Authoritativeness,
Trustworthiness) is going to become more important. Google will
place a lot of weight on looking for subject matter experts,
fact-checking, and a strong staff of experts owning the
content. –Eric Enge, 48:22

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Connect With Eric Enge:

Eric Enge is an award-winning professional and
co-founder of Pilot Holding, specializing in executive consulting
for SEO, content marketing, digital marketing, and finance. He
founded Stone Temple Consulting, later acquired by Perficient,
where he served as General Manager and Principal in 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. He excels in
guiding businesses toward their next stage of growth.

Connect with Eric on LinkedIn: https://www.linkedin.com/in/ericenge/ 

Follow him on Twitter: https://twitter.com/stonetemple

Connect with Loren Baker, Founder of Search
Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker 

Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker