Charles-GEO+SEO-Presentation-DRAFT.pdf

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1、SEO+GEOTactics for winning in both search worldsPresented by Charles CoxheadGroup CEO,Cross Border DigitalSearch behaviour is shiftingType of TaskExamplePreferred ToolWhyQuick factual lookup“5000 RMB in NZD”GoogleFast,structured resultsNavigating to a site“Insta360 official”GoogleIndex+linksProduct

2、research“Best 3L Gore-Tex snowboard jacket”Google(for now)Trusted reviews,imagesConceptual learning“Best opening chess moves for beginners”ChatGPTSynthesized explanationsComplex reasoning“Compare Stripe and Antom for SaaS billing”ChatGPTContextual analysisWriting or summarizing“Draft an email or blo

3、g post”ChatGPTGenerative capabilitiesIn terms of search intentQuery IntentDescriptionPreferred ToolNavigationalFind a specific website or pageGoogleTransactionalBuy,sign up,or actGoogleInformationalLearn or understand somethingChatGPTCommercialCompare before buyingChatGPT(growing fast)Over time,Chat

4、GPT and other LLMs are expanding into commercial and transactional intents.How Traditional Search worksI.Crawl:continually(re)discover pages via links and sitemapsII.Index:tokenize,analyze,and store content for fast retrievalIII.Rank:use algorithms(e.g.RankBrain,BERT)to decide which results best mat

5、ch the queryIV.Present:display ranked pages,sometimes with snippets,Knowledge Panels,or now AI Overviews(AIO)How LLMs workI.Train:ingest huge text corpora to learn relationships between words,phrases,and entitiesII.Infer:predict the most likely next word given a prompt(i.e.generate an answer)III.Gro

6、und(via RAG):optionally fetch fresh information from live sources to supplement the models static knowledgeIV.Synthesize:weave that retrieved data into a coherent answer in natural languageThe Convergencecomplete,contextual,accurateanswersSearch+AIGoogle,Bing,Baidu,etc.now embed AI layers(AIO,Copilo