Q2 • 2024


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what experts such as Dempsey and his team can do lies in the creation of custom GPTs for individual clients. For nearly 18 years, Bright Tribe has been writing content for most of its clients—a tedious, time-consuming, and expensive process. Now, with CustomGPT, they have been able to streamline their own internal content creation and empower clients by developing custom GPTs so they can generate their own tailored content efficiently. It’s a win-win for agency and client that saves time and money. It also keeps everything in line with the client’s unique brand voice. “This isn’t your off-the-shelf AI and generic ChatGPT prompts; it’s customized to deeply understand a client’s brand, their voice, their services, and their audience,” Dempsey explains. “It’s like giving our clients their own, brand-specific AI that knows exactly how to speak to their customers. This way, we’re not just guessing what works. We’re using AI to ensure we’re hitting the right notes every time. It’s a game changer for us and our clients.” These capabilities of AI—its ability to


quickly create content for us, its improved understanding of natural language, and its ability to use past search history to understand why we are searching for things— add up to organic search and SEO being not merely about keyword recognition anymore, but about genuinely understanding what people are looking for and providing that in a clear, useful manner. “What AI is particularly good at is


providing us with a wider lens through which to view a topic,” Dempsey explains. “It helps us dive deeper and think broader, and ultimately, it helps us to understand the hearts and minds of our ideal clients. By doing so, we can create content that strikes a chord emotionally and resonates on a more personal level. This approach not only elevates our SEO footprint by covering more ground but also drives organic traffic more effectively because it aligns so well with what our audience is seeking. When used creatively, it can significantly enhance the reach and impact of our digital content.” 


Getting Started B


Brian Dempsey’s


5 Easy Steps t


1. 2.


3. 4. 5.


to Generate SEO Results Using AI


“Want to get started usingAI to improve organic search results? This is exactly what we do when we create content.”


Understand your audience and your brand: It’s crucial to deeply understand both your audience and your brand. You can use ChatGPT to help by asking it to ask you questions about your business and your target customers. This interactive process helps unearth key insights about whom you are serving and what sets your brand apart. Then, use ChatGPT to summarize this information, creating a clear profile of your customer and brand identity to guide your content creation.


Set up custom instructions: Custom instructions in ChatGPT allow you to tailor the AI’s output to your specific needs. This includes setting the tone and style and incorporating the audience and brand insights you’ve gathered. To do this, click your name in the bottom left corner and go to Instructions to input these customizations. Here, you can add the detailed summary about your audience and brand from step one, ensuring every piece of content ChatGPT generates is aligned with your marketing strategy.


Don’t generate in one go—iterate: Instead of generating your content in a single attempt, use ChatGPT to create initial drafts or outlines first. This approach allows for refinement and ensures the content remains focused and highly relevant to your audience.


Optimize broadly:With your audience and brand in mind, use AI to explore and create content around a wide array of topics related to your offerings. This not only enhances your SEO but also appeals to a broader audience base, improving your online visibility. Your goal with SEO is to write real content, for real users, that provides real value. If you create generic content that mimics everyone else’s content, it won’t perform well.


Don’t forget the human touch: While AIs such as ChatGPT, Claude, and Gemini provide a solid foundation, it’s crucial to infuse the content with human elements. Add personal insights and stories, and ensure the content meets the EEAT criteria: experience, expertise, authoritativeness, and trustworthiness. These are essential for creating genuine connections with your audience and boosting your credibility in search results.


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