Over the past 3 years, the rise of AI has accelerated the quantity of labor we as SEOs and entrepreneurs can automate, in addition to making advertising and marketing automation rather more accessible and inexpensive than it ever has been.
This can be a largely constructive motion. We don’t have to make use of our mind for menial duties anymore and may as a substitute focus our cognitive load on the work that wants our knowledgeable, human-led insights.
Nonetheless, we should additionally recognise automation as a double-edged sword. While it’s tempting to automate as a lot as we are able to, we have to be cautious and perceive that AI isn’t “Clever” in the identical manner {that a} human is, and we are able to’t sacrifice high quality over comfort. Automation ought to improve human intelligence, not substitute it.
Why you shouldn’t let automation do all of the considering
Your mind is a muscle, and should you don’t train your crucial considering it’s going to atrophy. The results of this are dulled problem-solving abilities and an incapacity to adapt to uncommon circumstances or nuances, finally main you to be a much less efficient marketer.
There are huge complexities throughout the Digital Advertising and marketing panorama (together with search engine optimisation) that automation instruments and AI are ineffective at choosing up on. Your lived expertise is your worth right here, so don’t be afraid to step away from the instruments and assume laterally to resolve issues by yourself steam.
If you happen to’d like a learn, MIT have just released a study into the influence that utilizing LLMs can have in your mind, and that an overreliance on LLMs like ChatGPT might weaken problem-solving, reminiscence, and studying, particularly for youthful or growing brains.
Sensible Automation in Google Sheets
IMPORTXML for Meta Knowledge Audits
=IMPORTXML is a fantastically easy components that means that you can pull on-page knowledge from any URL, instantly right into a Google Sheet.
The components achieves this by utilizing one thing known as xPath, which is a syntax for outlining components of an XML doc (like an online web page). By doing this, you’ll be able to inform the components precisely what components of the web page you want to extract into your doc.
A terrific use case for that is pulling Web page Titles & H1s for a batch of URLs. For instance, in case your URL is in cell A5, you should use the beneath components to scrape and import the Web page Title from that URL:
=IFERROR(INDEX(IMPORTXML(A5, “//title”), 1),”Lacking Knowledge”)
I even chucked in a cheeky IFERROR for neatness’ sake.
That is a lot faster than crawling the web site, exporting the info and reimporting it into your sheet, and may save your cognitive load significantly.
GPT for Sheets = Automated Commentary
GPT for Sheets, Slides, Docs & Sheets is a nifty little Google Sheets extension that utilises the GPT Workspace to convey LLM capabilities instantly into your doc. You’ll be able to obtain the extension by opening your Google Sheet and navigating to Extensions > Add-ons > Get add-ons and putting in from there.
As soon as activated, you’ll be able to merely create a =GPT(“”) components and enter your immediate throughout the citation marks to generate a response from the GPT Workspace. I.e.
=GPT(“Based mostly on the info in cells “ & B2:D2 & “, write a brief evaluation of search engine optimisation efficiency and counsel one enchancment.”)
It will routinely pull your Sheets’ knowledge into the immediate, permitting you to provide evaluation en masse while not having to make particular adjustments to knowledge references throughout the immediate.
Nonetheless, you should examine the output every time and never belief it fully. In case your outputs aren’t making sense, refine your immediate and go once more.
Scraping Reddit for Untapped Content material Concepts
Reddit is a goldmine for recognizing questions, frustrations, and developments earlier than they hit mainstream search demand. If somebody can’t discover a solution on Google, Reddit is usually the following cease. That makes it a robust platform for figuring out content material gaps and rising matters.
Why Reddit is a goldmine for pre-demand content material discovery
Reddit customers converse in pure language, ask unfiltered questions, and sometimes go deep into area of interest conversations. This provides you direct entry to how actual individuals assume and discuss matters in your trade. That is excellent for content material ideation, FAQs, or supporting articles for a pillar cluster.
Intro to Reddit’s API & utilizing Python or Google Colab
To scrape Reddit posts programmatically, you should use the Reddit API. Mix it with Python or Google Colab and also you’ve acquired a light-weight, automated solution to extract submit titles, upvotes, feedback, and extra from any subreddit.
Instruments like praw (Python Reddit API Wrapper) make this simpler to handle even for rookies. Right here’s a easy define:
- Authenticate by way of Reddit’s API
- Goal related subreddits
- Extract submit titles or threads that point out your key phrases
- Export as a CSV for additional evaluation
Instance: Exporting CSV > Feeding into LLM for Pillar Ideation
When you’ve pulled an inventory of frequent Reddit questions or complaints, you’ll be able to feed these right into a GPT mannequin to cluster themes or suggest pillar/cluster content material concepts. This protects enormous quantities of time in comparison with handbook content material brainstorming.
Professional tip: At all times examine the principles of every subreddit earlier than scraping to keep away from getting your bot banned.
Integrating with Screaming Frog
The previous dependable Screaming Frog crawler has advanced manner past fundamental audits. Latest updates have launched highly effective integrations that make technical and content material search engine optimisation extra related than ever.
Embedding-Powered Semantic Evaluation (v22+)
Screaming Frog now helps integration with LLMs and phrase embeddings, that means you’ll be able to assess semantic similarity between pages. Use instances embody:
- Figuring out content material cannibalisation
- Supporting matter clustering efforts
- Pinpointing pages with overlapping intent for consolidation
This function helps transfer your audits from purely technical to content-aware in seconds.
GA4 + GSC Integrations for Crawl-Time Insights
With built-in help for GA4 and GSC APIs, you’ll be able to pull efficiency knowledge into Screaming Frog throughout your crawl. No extra exporting and VLOOKUPs!?
This implies you’ll be able to:
- See web page site visitors and engagement metrics proper subsequent to crawl depth and indexability
- Prioritise fixes based mostly on efficiency
- Mix UX and search engine optimisation knowledge in a single spreadsheet
Pulling Core Net Vitals with the PSI API
With a free PageSpeed Insights API key, you’ll be able to pull Core Net Vitals scores instantly into your crawl. This permits CWV evaluation at scale. That is splendid for flagging efficiency bottlenecks by web page template or part.
You’ll be able to even visualise this in Google Sheets utilizing your personal visible graphs. That is nice for turning technical knowledge into client-ready visuals.
Discovering Historic URLs by way of Archive.org
Misplaced entry to legacy website constructions? Archive.org’s Wayback Machine is your friend.
Utilizing IMPORTXML or Archive.org’s API, you’ll be able to extract historic inside hyperlinks from archived variations of your website. For instance:
=IMPORTXML(“https://internet.archive.org/internet/*/https://instance.com/*”, “//a/@href”)
This allows you to:
- Rebuild misplaced pages
- Reclaim helpful backlinks
- Determine orphaned or deleted content material
Mix this with Screaming Frog and redirect mapping to get better fairness and restore search engine optimisation visibility after a website rebuild.
When To not Automate search engine optimisation Duties
Content material Writing
Whereas AI content material instruments may help with outlines, summaries, or repurposing, they nonetheless fall quick on depth, originality, and credibility. Over-reliance on them dangers:
- Poor E-E-A-T indicators
- Repetitive, low-value writing
- Shedding model voice and nuance
Use AI for brainstorming and formatting, however maintain people on the helm for long-form content material, tone, and fact-checking.
Inner Linking
Instruments like Ahrefs or Surfer can flag linking alternatives, however they usually miss context. You would possibly find yourself linking a weblog submit to an irrelevant service web page, or stacking too many hyperlinks into the identical anchor textual content.
As a substitute:
- Use automation as a information, not a rule
- Layer human overview for accuracy and logic
- Prioritise inside hyperlinks that add worth and context
When Automation Shines Brightest
Reporting & GLS Automation
Reporting is the place automation turns into a no brainer. Arrange a Looker Studio (formerly Data Studio) dashboard, join your knowledge sources, and automate:
- Weekly/Month-to-month search engine optimisation summaries
- GSC development monitoring by question/class
- Auto-annotated adjustments (e.g. algorithm updates or website adjustments)
Bonus: Use GPT for Slides, Docs & Sheets to summarise developments or counsel enhancements instantly in your reporting layer. You’ll save hours and cut back human error.
Automation as a Crutch, Not a Alternative
So, the place does that go away us?
Automation in search engine optimisation is unimaginable when used strategically. It may lower down on repetitive duties, liberate cognitive load, and speed up perception era. However it may’t substitute your experience, instinct, or expertise.
The perfect strategy? Let automation do the heavy lifting, and maintain people steering the ship.
Received a query about AI, automation or normal digital advertising and marketing practices in an ever-evolving panorama? Get in touch today!
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