WordPress web design is constantly subject to technological changes, just like all areas of the agency world. How can a digital agency make the best possible use of AI technologies to ensure growth for clients, but also for the agency itself? A guest article from our partner agency vereda, including concrete examples and prompts.

The simplified use of artificial intelligence (AI) with the help of chat interfaces is bringing major and drastic changes to the agency business. In this blog post, we look at the impact of artificial intelligence on website development using the example of ChatGPT. And how the daily work of a digital agency is changing as a result.

AI: a tool for precision and efficiency

For some time now, it has been possible to use AI in "daily business" in new ways. The latest developments make it possible to pass on instructions or prompts to artificial intelligence with the help of chat interface solutions and so-called "prompts" in order to obtain optimal answers.

In addition to being used for programming code, text generated by AI is becoming increasingly important for websites, blogs and landing pages. This raises the following questions:

• How does a digital agency deal with this development?
• And what does this mean for 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 not only be time-consuming and complex, but above all expensive. That's why we at vereda - like many other agencies - use ChatGPT as a specific tool for creating text-based content for our clients' websites.

In addition to the general creation of 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 website titles can be exported using Screaming Frog and then analyzed for frequency of occurrence using ChatGPT. Or to structure them into keyword clusters. ChatGPT can also be used to expand existing keyword clusters or to research new keywords and synonyms.

In this way, we ensure that our clients' websites are aesthetically pleasing and thus position the company professionally. On the other hand, we ensure better long-term search engine visibility for the keywords that are relevant to 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 using artificial intelligence.

In practice, this means that we have developed various application-specific prompts in collaboration with a so-called "prompt engineer". These types of prompts are not only much more comprehensive, but are also characterized by the depth of detail of the prompt for ChatGPT.

In addition to a conventional prompt for creating text with the help of ChatGPT, such as "Create a text for a landing page on the subject of a website", we want to use a practical example to explain the differences to professional prompt engineering.

The devil is in the detail

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 precisely and filled with all the important details and information. True to the motto "input = output", the more detailed the prompt, the better the result delivered by the AI.

Just as important as the request for the content that should be included in the result of the prompt are clear requests about what should not be included in the result. This ensures that ChatGPT only provides the desired information according to the "exclusion principle" so that it can be inserted directly into WordPress with "copy & paste". A concrete example of this is the request: "Don't 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 the industry". Creating an effective prompt could consist of formulating a concise question or request so that it indicates to the AI what kind of information it should generate. For example, a prompt could read:

"In a 500-word article, explain how additive manufacturing processes increase production efficiency in the modern automotive industry, with reference to specific technologies and case studies."

This provides Chat GPT with a clear framework and guidelines for the desired content. It also makes sense to clearly divide up the prompt and clearly define areas such as task, content, objective, style, structure, etc. It is always worth being as specific as possible here. An example of this is

"Task: You receive all the information about the customer. You will use this information to write all the content for the customer's home page. When writing the content, you will strictly follow the given structure for home pages, which you will also receive."

When developing 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 precisely on this, you will get an almost "perfect" result.

In addition to the examples above, the following prompt can be used to ensure that ChatGPT has all the necessary information:

"If you need any more information for the creation of these texts, list these questions in the form of bullet points."

By using a prompt tailored to our needs, we can 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 have found the optimal formulation, you can then use the prompt permanently just by exchanging customer-specific information. As a digital agency, you not only get a one-off acceleration of the text production process, but also a reusable process for creating website content.

The human preparation of the content makes the difference

Humans still play a crucial role in writing texts for websites. The successful creation of AI content is only one aspect of the entire process. A central factor lies in the targeted preparation of this content in order to make it both appealing and relevant to readers.

It is advisable to follow a few important steps: First, any content generated by an AI should be subjected to a thorough human review, as even the most advanced technology is not always error-free. Only we humans can judge how good the content is and whether it is correct. And that is the most important thing to consider in the whole process.

Furthermore, care should be taken to ensure that the AI content is harmoniously integrated into existing content strategies, rather than differing from existing content in terms of tone and reading flow. And finally, although many AI tools already produce SEO-friendly content, it is often necessary to further optimize this content for specific keywords or phrases.

AI and SEO at Google

Google has always focused on providing its users with the best possible and highest quality search results. This suggests that regardless of whether the content was created by humans or by artificial intelligence, quality and relevance always remain of paramount importance.

Our goal is to successfully utilize AI content and thereby enable our customers to achieve an excellent position 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 the risk of being penalized by Google, especially if AI content is used excessively. However, it is not the mere use of AI that is problematic, but rather the way in which it is used.

For example, the use of AI tools that only aim to duplicate existing content can lead to significant SEO problems such as "duplicate content". Similarly, excessive integration of keywords - whether manually or by AI - can lead to over-optimization and the associated poorer positioning.

Our advice? A balanced relationship! At vereda, we see AI as a tool and a first starting point, not 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 is fair to both search engines and real people. And that help.

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 develop, we can expect even more impressive applications and implementations in the coming years.

It will therefore 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. It can also be used to create personalized experiences for website visitors by analyzing their behavior and adapting content or design elements accordingly.

One exciting area that we will be working on more and more in the future is the creation of image content (graphics, images and videos) for websites, for example using tools such as Midjourney. However, we currently see the greatest benefit for us in the creation of text-based content and in the area of search engine optimization.

Through the clever use of AI and tools such as ChatGPT, new standards can be set in terms of efficiency and quality. Our B2B customers in the manufacturing industry will undoubtedly benefit from this innovation.

We are excited to see how other agencies are using the limitless possibilities that AI offers in 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.