WordPress web design is constantly undergoing technological changes, as are all areas of the agency world. How can a digital agency make the best use of AI technologies to ensure growth for clients, but also for the agency itself? A guest article by our partner agency vereda, including concrete examples and prompts.
The simplified use of Artificial Intelligence (AI), with the help of chat interfaces, is bringing big and drastic changes to the agency business. In this blog post, we will go into what influence artificial intelligence has on the development of websites, using ChatGPT as an example. And how this changes the daily work of a digital agency.
AI: A tool for precision and efficiency
For some time now, it has been possible to apply AI in "daily business" in novel ways. The latest developments make it possible to use chat interface solutions and so-called "prompts" to pass on instructions or requests to the artificial intelligence in order to obtain optimal responses.
In addition to its use for programming code, AI-generated text in particular is becoming more and more important, for websites, blogs, and landing pages. This raises the following questions:
- How do you deal with this development as a digital agency?
- And what does this mean for the field of search engine optimization (SEO)?
ChatGPT: A revolution in content creation
It's no secret that content, in the form of images and especially text, is the heart of any website. But creating high-quality content can be not only time-consuming and complex, but above all expensive. That's why at vereda - like many other agencies - we use ChatGPT as a specific tool for creating text-based content for our clients' websites.
In addition to the general creation of content website texts, we use AI in the context of search engine optimization. For example, meta information (in the form of meta titles and meta descriptions) and the titles of the websites can be exported with the help of Screaming Frog in order to subsequently analyze them with ChatGPT for the frequency of their occurrence. Or to structure them into keyword clusters. ChatGPT can also be used to extend existing keyword clusters or to research new keywords and synonyms.
In this way, we ensure on the one hand that our clients' websites are aesthetically pleasing and thus position the company professionally. On the other hand, we ensure better long-term findability in search engines for the keywords that are relevant for our customers.
Prompt Engineering: The solution for high-quality content
With the help of "Prompt Engineering", we want to go one step further in the development of high-quality website content through artificial intelligence.
In practice, this means that we have developed different application-specific prompts in cooperation with a so-called "prompt engineer". This form of prompts are not only significantly more extensive, but are especially characterized by the level of detail of the prompt for ChatGPT.
In addition to a conventional prompt for creating text using ChatGPT, such as "Create me a text for a landing page about the website", we will use a practical example to discuss what the differences are to professional prompt engineering.
The devil is in the details
In order to achieve the best possible result in terms of the quality and tone of the text with the help of prompt engineering, it is crucial that the prompt is formulated quite precisely and filled with all important details and information. True to the motto "input = output", the more detailed the prompt, the better the result that the AI delivers.
Just as important as the prompt about what content should be included in the result of the prompt are clear prompts about what should not be part of the result. This ensures that ChatGPT provides only the desired information according to the "exclusion principle", so that it can be directly inserted into WordPress with "copy & paste". A concrete example of this is the request: "Do not explain what you are doing".
Practical example from everyday agency life
Let's say we have a technical blog post about "additive manufacturing processes in industry." Creating an effective prompt might consist of formulating a concise question or request so that it tells the AI what kind of information to generate. For example, a prompt might read:
"In a 500-word article, explain how additive manufacturing processes are driving manufacturing efficiencies in the modern automotive industry, referencing specific technologies and case studies."
This provides Chat GPT with a clear framework and guidelines for the desired content. Likewise, it is useful to clearly divide the prompt and, for example, clearly define areas such as task, content, goal, style, structure, etc. Here it pays to always be as specific as possible. An example of this is:
"Task: You will get all the information about the client. With this information, you will write all the content for the client's home page. While writing the content, you will strictly follow the given structure for home pages that you will also receive."
When working out such a prompt, you have to pay close attention to the textual result you want to achieve right from the start. If you brief the AI exactly on this, then you get an almost "perfect" result.
In addition to the above examples, the following prompt can be used to ensure that ChatGPT has all the necessary information:
"If you need any more information for writing these, list those questions for me in bullet point form."
By using a custom prompt for our needs, we can thus ensure that the content created by the AI reflects exactly the tone, style and message we need for the specific use case depending on the target audience and page type (blog, landing page, ...).
So once you find the optimal wording, you can then use the prompt permanently just by exchanging custom information. So, as a digital agency, you get not just a one-time acceleration of the process of producing texts, but a reusable process for creating website content.
The human preparation of the content makes the difference
People still play a crucial role in writing text for websites. The successful creation of AI content is only one aspect of the entire process. A central factor is the targeted preparation of this content to make it both appealing and relevant to readers.
In doing so, it is advisable to follow a few important steps: First, any content generated by an AI should undergo a thorough human review, as even the most advanced technology is not always error-free. How good the content is and whether the content is so correct is something that only we humans can judge. And this is the most important thing that needs to be considered in the whole process.
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Furthermore, care should be taken to ensure that AI content is harmoniously integrated into existing content strategies, rather than differing from existing content in tone and reading flow. Finally, although many AI tools already produce SEO-friendly content, it is often necessary to further optimize this content specifically for certain keywords or phrases.
AI and SEO at Google
Google has always focused on providing the best possible and highest quality search results to its users . This suggests that whether the content is created by humans or by artificial intelligence, quality and relevance will always remain paramount.
Our goal is to successfully use AI content and thereby enable our customers to be excellently positioned in the search results. We must therefore always ensure that we offer originality and real added value for users .
Another topic of discussion in the field of SEO is always the risk of being penalized by Google, especially when AI content is used excessively. However, it is not the mere use of AI that is problematic, but rather the way it is applied.
For example, using AI tools that simply aim to duplicate existing content can lead to significant SEO difficulties such as "duplicate content." Similarly, over-integration of keywords - whether manually or through AI - can lead to over-optimization and consequent poorer positioning.
Our advice? A balanced relationship! At vereda, we see AI as a tool and a first starting point, not as a replacement for human thinking and creativity. It's about combining the best elements of both worlds to create high-quality, SEO-optimized content that does justice to both search engines and real people. And that helps.
Finally, it is also important to emphasize that AI and SEO are not in competition with each other. Rather, they should be seen as partners that work together to increase the effectiveness and efficiency of our online presences.
Future prospects: AI in the Digital Agency
The possibilities that artificial intelligence offers digital agencies are endless. The use of ChatGPT in our digital agency shows how technology and creativity can go hand in hand.
It's not about replacing human capabilities, but enhancing and improving them. As AI technology continues to evolve, we can expect even more impressive applications and implementations in the coming years.
So it will remain exciting to see how new technologies change the way we work. In addition to being used for text and content creation, artificial intelligence opens up a wide range of possibilities for us. For example, it can also be used to create personalized experiences for websitevisitors by analyzing their behavior and adapting content or design elements accordingly.
One exciting area that we will be looking at more and more in the future is the creation of image content (graphics, images and videos) for websites, for example through tools like Midjourney. Currently, however, we see the greatest benefit for us in the area of text-based content creation and search engine optimization.
The clever use of AI and tools such as ChatGPT can set new standards in efficiency and quality. Our B2B customers in the manufacturing industry will undoubtedly benefit from this innovation.
We're excited to see how other agencies are taking advantage of these limitless opportunities AI brings to our industry. Feel free to report back in the comments. The future of web design in B2B is here, and we're ready to shape it.