Module 2 of 8 · Intermediate · 10 min read

SEO and content strategy

Use AI for keyword research, content planning, briefs, technical audits and genuinely useful pages, not mass-produced filler.

Key takeaways

1Search engines reward helpful, original content. Use AI to make better pages, not more of them.
2AI is great for clustering keywords, writing briefs and auditing pages.
3Real search data comes from your search console and SEO tools, not from a model's guesses.
4Add first-hand experience, original data and expert review that AI can't fake.

01Where AI helps

Mass-producing thin pages with AI is a known way to lose search traffic; search engines' guidance targets low-value content made primarily to rank, however it is produced.

Clustering keyword lists by search intent and topic.
Turning a topic into a content plan and detailed briefs.
Drafting titles, meta descriptions, FAQs and outlines.
Auditing pages for structure, internal links, schema markup and clarity.
Refreshing old content and finding gaps compared with what ranks.

02The workflow

Your differentiation is what you know that others don't: product data, customer stories, tests you've run.

Export real query and page data from your search console and SEO tools.
Cluster keywords by intent; map each cluster to one page.
Write a brief per page: intent, questions to answer, unique angle, sources, internal links.
Draft with AI, then add first-hand experience, examples, data and expert review.
Optimise titles, headings, schema and internal links; check page speed.
Track results and refresh pages that slip.

03Tools to reach for

Never trust a model's guess at search volume; it has no live data unless it is connected to a tool that does.

Search console data from the search engines themselves, for real queries and clicks.
SEO platforms for keyword volumes, competitors and backlinks.
Chat assistants for clustering, briefs, drafting and audits.
Site crawlers and page-speed tools for technical checks.

04Prompt: keyword clustering

Paste real data and ask for intent-based groups.

Example

Here are keywords exported from our search console with impressions: <keywords>{{csv}}</keywords> Group them into clusters where one page could satisfy the same search intent. For each cluster: a name, the intent (informational, commercial, transactional, navigational), the main keyword, the supporting keywords, and whether an existing page on {{site}} should target it or we need a new one. Flag keywords whose intent is ambiguous.

05Prompt: a content brief

A strong brief makes the draft, and the human additions, much better.

Example

Write a content brief for a page targeting '{{main keyword}}' for {{audience}}. Include: the searcher's real goal; questions the page must answer; a suggested H2 and H3 outline; what we can add that generic pages lack ({{our experience or data}}); internal links to {{pages}}; a title under 60 characters and a meta description under 155 characters (3 options each); and FAQ schema candidates. Don't invent statistics; mark places where we need to add our own data.

06Prompt: page audit

Paste the page's HTML or text, plus the target query.

Example

Audit this page for the query '{{query}}'. Check: does the first screen answer the query; heading structure; missing subtopics compared with the brief; thin or repetitive sections; title and meta description; internal links; images missing alt text; and schema markup opportunities. List the fixes in priority order with the exact change for each. <page>{{page}}</page>

07Pitfalls

The durable SEO advantage is being the most useful page for the question. AI helps you get there faster.

Scaled filler: hundreds of near-identical AI pages can hurt the whole site.
Invented data: models can fabricate search volumes, studies and quotes. Use real sources.
Missing experience: add real examples, photos, tests and author expertise.
Chasing tricks: write for the reader's question; that is what search engines say they reward.

Finished reading?

Mark it complete to track your progress, then test yourself with the AI at Work: Business & Professional quiz.

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