Download slides from the workshop: The Future of Discoverability: SEO, AI, and More
Download slides from the co-presented session: The Messenger Matters
Resources from presentation
Gen Z spends more than 6 hours every day on their phones, with almost 3 of those hours on social media
71% watch more than 3 hours of online video per day
Gen Alpha averages 64 minutes/day consuming online video with YouTube at the top of the list, and 51% say they first hear about brands on YouTube
Harris Poll study in 2019 shows 29-30% of western kids want to be YouTubers
57% of 13-26-year-olds want to become social media influencers
Tools discussed:
Perplexity – generative AI search tool that cites sources for verification
Claude 3 – Anthropic’s multi-modal generative AI tool
ChatGPT (with Dall-E 3) – OpenAI’s multi-modal generative AI tool, now with ChatGPT Search.
Midjourney – text-to-image tool. Tell it what image you want to create and it makes it.
Descript – video/audio editing AI tool. Can ‘heal’ bad audio, force eye contact with the camera, and remove filler words.
OpusClip – video segmenting/repurposing AI tool focusing on converting long form horizontal video to vertical/social video
Runway – text-to-video tool
HeyGen – AI avatar creation tool. Can animate anyone saying anything. Provide it a video source and it can animate from a transcript
Notebook LM – Upload multiple resources (up to 50) and create AI podcast
Resources from workshop
Looker/Google Search Console dashboard template
Prompt for Google Search Console data:
You are a content marketing and data expert.
You will be coming up with strategic recommendations on new content we could create that would support our strategic priorities and be relevant for prospective undergraduate students.
Use the attached search console data to identify areas where we currently have search potential and compare those to the general interests of our target audiences, and determine which content might also support our strategic priorities at http://boundless.rochester.edu.
Create 20 new content ideas, please. Take your time.
SEO tools – MOZ (free account); SEMrush (free account); AnswerThePublic.com (free version); aHrefs (free Webmaster tools)
Content Optimization Process
Tools used for analytics audit – Google Analytics 4, Google Tag Manager, Google Search Console
Tools used for performance audit – Page Speed Insights, Google Mobile Friendly Test, Google Search Console
Tools used for information architecture audit – Screaming Frog, Google Analytics 4, HotJar
Tools used for search audit – SEMrush, or another SEO tool like MOZ, aHrefs