248. AI in Marketing: What you need to know with Neil Patel
In an ever-evolving digital landscape, staying ahead of the curve is essential for businesses to thrive. One significant revolution in marketing is the integration of artificial intelligence. Today, we delve into a captivating conversation with Neil Patel, a renowned digital marketer and founder of NP Digital. Our discussion covers the profound impacts of AI on SEO, content creation, and business strategies. Get ready to explore insights that could redefine your approach to digital marketing. Fasten your seatbelts, and let’s dive in!
Links Mentioned:
Timestamp:
00:00 Introduction
00:14 The Importance of Building a Brand
00:34 Impact of AI on Content and SEO
01:46 Changes in Search Behavior
04:29 Google vs. Chat GPT
05:14 Google's Environmental Shift
05:55 Simple SEO Hacks
06:19 Using Free Tools to Grow Your Audience
08:27 Final Thoughts and Conclusion
Ash Roy's and Neil Patel's Video Transcript (This transcript has been auto-generated. Artificial Intelligence is still in the process of perfecting itself. There may be some errors in transcription):
Ash Roy:
And that's one of the best SEO hacks I've come across that I don't see people using enough and that is relevant.
Neil Patel:
It's not even hard. Just go to Google search console and look at your, your, your traffic and look at the and go up those first.
Ash Roy:
Building a brand like that is critical. Would you agree?
Neil Patel:
Yes. I think it's very, very critical.
To build a brand and business obsess about your create amazing and in the long run, that's how you win everyone. I'm Neil Patel from NP digital and you're listening to my friend Ash from the productive insights podcast.
Ash Roy:
Since AI has gone mainstream, we've seen massive changes. In content, branding, and business in general.
In today's video, we're going to speak to Neil Patel, who regularly gathers millions of data points and can speak with authority about all of these topics. So, fasten your seatbelts folks, because you're about to receive some very valuable insights from one of the most informed marketers I know. How is SEO changing in this rapidly Evolving artificial intelligence environment.
One thing is for sure, when it comes to content creation, which is intricately linked to SEO, we need to infuse more stories and more experiences into our content. What else are you doing besides that, if anything, and how do you see artificial intelligence impacting content creation down the track? Do you see AI being able to do the stuff that we are doing, which is infusing stories and stuff, say six months or a year hence?
Neil Patel:
I don't really see the AI being able to that six months to a year ahead. Where they're integrating stories that are so amazing that people want to read them. I think people under or overestimate what AI can do in the short run. And they underestimate what it can do in the long run. I do think AI is going to change a lot in the long run and it's going to blow people away.
But in the short run has a lot of work to be done. And it's still really new. The way search is changing is people are adjusting their queries more than anything else. Forget about how Google showing results for a minute, because we track a lot of the keywords and the search volume and data. It's very.
Rare that people say I have a three-year-old and a one-year-old and I live in Las Vegas and I'm looking to do a summer vacation in a place that's not hot, uh, more than 70 degrees Fahrenheit. Where should I go, that would work? Really well and is affordable and would cost less than 100 a night or 200 a night.
You get what I mean? This is like so specific. That's not how people search. But that is how people are starting to search because of AI. It's answering their questions. That's the big thing that we're seeing shifts in. What we're also seeing shifts in is the results in how things are placed. Just like how you had the knowledge graph and things like Google saying, what's the weather in Las Vegas, Nevada, or Sydney, Australia.
It used to be where you would click on weather. com to see the weather. Now they just show you the weather. If you ask them, what's two plus two, they just give you the answer. It's a similar thing so that may decrease some clicks, but this will also cause more usage in Google, which in theory, in the long run, should, still drive enough traffic and they'll generate enough revenue.
I think in the really, really, really long run, and they're so far away from this. If you type in, I want to buy some red trainers or shoes, the AI will know that this is your size, this is Neil searching, you prefer Michael Jordan shoes, so here's all the Jordans, select one, boom, you click a button and you buy it through Google Pay.
I really believe that's what search will have ended up doing. Coming to in the long run. I don't see that happening in the next few years. That is going to be really hard for them to read my mind and predict exactly what I want and what know what size that I am and know that I prefer the next day because of my calendar and I need it for this basketball game.
So, that is what I see in the long, but we're far from there and they're not going to kill off their big revenue generator, which is ads. And even if they implement all this stuff, they'll figure out how to move to more of a CPA model and still generate that ad revenue.
Ash Roy:
So just to be clear, when you said that people aren't typing in, you know, I have a kid that's three and 11 and all that sort of stuff.
Neil Patel:
No, they're starting to now. They weren't in the past. They weren't getting that specific.
Ash Roy:
And so, people are actually typing that much detail into a search query.
Neil Patel:
Yes, because they want the AI to just give them the answer.
Ash Roy:
So, AI, you don't think already has all this information on them and assumes that these are their demographic and psychographic traits when they type in the question.
They have to actually type it in at the moment.
Neil Patel:
The more specific they get, the better the AI is.
Neil Patel:
It's not a place where you can be broad and get amazing answers that work for everyone. But when you get super specific, the answers are really good.
Ash Roy:
Chat GPT versus Google. Can you share your thoughts on that?
Neil Patel:
I've been saying this for a long time. Google has the biggest index out there. They have a better data set. It's more fresh. They're going to win. Yoke, your output is based on your input. Their inputs are better than chat GPT. So, their output should be better. They've been working on Bart for a very long time.
I get the first version. They botched it. I still believe that they're going to be a winner. They showcase what the recent stuff is, and it looks great. It looks better than Chat GPT, but I believe they'll win in the long run. And yes, more people are using Bing, but Google is not losing any traffic. And it's not like less people are losing Google.
That's really off when people are like, oh, they're going to go from Google to Bing. No, they're not. We're not seeing any of that. We're looking at the damn traffic stats in the data and we're not seeing any of that stuff. People can make whatever assumptions they want.
Ash Roy:
Now, Google is going to be scanning websites less frequently going forward to be more energy efficient.
Neil Patel:
Yep, better on the environment.
Ash Roy:
Yep. So what does this mean for us as content creators? If we publish content or update our content more frequently, does that mean our website is more likely to be scanned more frequently by Google? Because Google picks that up.
Neil Patel:
They want to update it when it's as fresh.
But there's a lot of websites out there that don't update their old content. And if they have a history of doing that, Google doesn't need to crawl it as often. But there's a lot of websites like Wikipedia that continually update them, and I bet you Google will still crawl them very frequently. It's just fine tuning it so that way they're not wasting time.
Having as much impact on the environment, uh, when they don't need to.
Ash Roy:
And that's one of the best SEO hacks I've come across that I don't see people using enough. And that is go back and update your old content.
Neil Patel:
And it's not even, it's not even hard. Just go to Google search console and look at your, your, your traffic and look at the pages that declined the most and go up those first.
Cause then you're more likely to recover your traffic and grow it.
Ash Roy:
Yeah, that's such a simple hack. Speaking of simple hacks in terms of. Growing email lists and growing an audience. You talked about using code Canyon to get cheap or free software, which you can then use as
Neil Patel:
yeah, sorry to cut you off, but you don't need to do that now.
So, you're right in the past. I talked about code Canyon to go get tools and release them on your website. If you look at my email database, because I have. Tools, the tools that at least 200, 000 net new emails a month, which is a lot off. But the reason we do extremely well is when you give away tools for free that people are used to paying for, it does really well and we don't give everything away for free, but the majority of the features are for free.
Now, what you can do is you can just use chat GPT or Bard and have them code you up a tool. It coded up the game pong in less than 60 seconds. You can have them code you up on the. Almost anything, or you can pay 50, 100 bucks, whatever it costs. Usually doesn't cost a hundred, usually much cheaper than that.
Ash Roy:
And you're off into the races. So, talk to us a little bit about that model where you offer people some kind of a utility in terms of software to build an audience and get them to use your website.
Neil Patel:
Yeah, so figure out what people are paying for in your industry that you can make for free and give it away for free and you'll naturally just get traffic without doing any marketing over time.
It takes time. You won't, you won't see the results in one day.
Ash Roy:
And that helps you build a brand, which is another thing you say is very important. And I completely agree with if you can get searched for. via your brand, or if your business becomes a verb, like, you know, Google it, or as you often say, Nike is searched for far more than the word shoes.
So, building a brand like that is critical. Would you agree?
Neil Patel:
Yes, I think it's very, very critical. If I was telling people to build a brand and business, obsess about your customers, create amazing product or service, and in the long run, that's how you win. It's not marketing. It's not SEO. It's not paid ads.
It's not social media. All those things help you. But what you really need is amazing product or service. Without that, it doesn't matter how much marketing you do. You're not going to win at the end of the day.
Ash Roy:
Approach his story is remarkable and he shared it all on the podcast. So, Neil, you've been generous as always. Thank you so much. And it'd be great to have another one of these conversations sometime down the track and check in and see what's been happening in your world. Sounds good. All right, buddy.
Thanks so much for your time. Hey, thanks for watching this video. I hope you found it useful. If you did. Please do like this video and subscribe. And by the way, this video has been lifted from our membership archives. If you'd like to get early access to videos, just like this immediately after they come out, then be sure to check out our membership site at productiveinsights.com/membership. And if you'd like to watch another conversation I had with Neil, click on this link here, where we talked about Ubersuggest, which is his software and how you can use it to improve your search engine optimization and your content in general.
I'll see you soon. Ciao for now.
