AUTHOR’S NOTE: I initially wrote this crash course intending to work with ChatGPT. But since then, Google’s Bar, Microsoft’s Bing AI, and many other AI tools have entered the market, making GPT less attractive. The principles I’ve explained below, however, can be applied to all AI chatting/generation tools – it’s prompt engineering so the rules won’t change no matter how diverse or advanced AI gets. So go ahead & read through!

In the last two parts, we played around with ideas, pushing ChatGPT to go from thoughts to action.

Today, we’re doing something much smarter that will really take your content creation game to the next level, trust me!

This is part of my larger crash course on ChatGPT, which is divided into 7 short parts:

1. Basic Starter Prompt Examples – get a feel of how to talk to an AI
2. Intensive Research Audit – use AI to mine insights & get information
3. Idea Generation – Get thought starters to kickstart your project
4. Refining Draft – Ask for feedback to improve your own thoughts/work
5. Content Creation – Develop original content from references that you liked
6. Team-wise Use Cases – List of prompts that each department might find handy
7. Beyond ChatGPT – Curation of other AI tools that can get your work done

Idea 3: How to Repurpose Content

For this case study, let’s use it to optimize an existing piece of content into something useful to us.

I took an interesting blog I found on SEMRush (you don’t have to read the whole thing, I’m just pasting it here to show how powerful GPT is when it comes to summarizing things).

Then I asked GPT to convert it into bullet points for me to understand the topic in a nutshell.

And finally, I prompted it to make a nice original video script that I could use on my own personal Instagram/social media channels.

To put it simply, I saved myself hours of reading, researching and re-writing content that I’ve absorbed from the internet.

As always, you can find my entire chat record with it here.

Me: Condense this blog post into short bullet points but give me examples for each point.

There are 4 types of search intent when it comes to what people are searching & corresponding keywords for each type.

Firstly, informational keywords are search queries used by people who want to learn something. Informational keywords frequently (but don’t always) take the form of question keywords. This means they often start with “what,” “why,” “how,” and so on.

Google’s results for informational searches commonly contain featured snippets, which provide searchers with quick answers.

Informational keywords are usually higher in the marketing funnel. This means that people are earlier in their buying journeys. And less likely to take action (e.g., make a purchase).

As a result, informational content tends to have a lower conversion rate. But it can help you build brand awareness. And become an authority in your niche.

For informational keywords, create quality content on relevant topics. Making sure to demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T).

Secondly, Searchers use navigational keywords to find a specific site or page. When someone types a website or brand name into a search engine, they perform a navigational search.

People behind these searches already know the company or product. And want to find the correct website or physical location to get their products or services. These keywords can be helpful sources of organic traffic when the brand or the site is well-known and popular. You should naturally rank highly for keywords that contain your brand name.

People use commercial keywords to research specific brands, products, or services. They may want to check reviews, compare products, or look for discounts.

You can target these keywords with comparison articles, listicles, reviews, or how-to articles. Depending on the specific keyword.

These keywords reveal a person’s intention to buy or take some form of commercial activity in the future. So they can help you to reach high-quality prospects.

For navigational keywords, ensure your brand and company name are prominently displayed on your website. And your site structure and navigation menus are clear and easy to follow.

For commercial keywords, create product or service pages that include detailed information and high-quality images. And write the content to address searchers’ needs.

Fourthly, Transactional keywords are the keywords that show the strongest intent to buy or take imminent action. These keywords can be targeted with paid ads and highly optimized product pages. Or other landing pages where users can take immediate action on a site.

Transactional keywords often feature words like “buy,” “subscribe,” “for sale.” So, their SERPs often have Google Shopping Ads. As a general rule, transactional keywords describe a product or service more precisely (“neon blue unisex watch,” for example). More general keywords (e.g., “men’s watches”) fit into the commercial category.

For transactional keywords, make it easy for users to take a specific action, such as making a purchase or filling out a contact form.

One way to understand search intent is to analyze the SERPs to see what type(s) of results Google displays.

Lesson: I didn’t exactly paste the whole blog post, I’ve taken a minute to pick the paragraphs I know would be vital just by glancing at them. This helps me give tighter info to GPT, which will translate into a tighter response for me.

Don’t just copy paste long articles blindly, skim through them & pluck the parts you intuitively think are good. This is not defeating the purpose of GPT, it’s still going to condense all that for you – you’re just making things tighter & sharper.

After I pasted this text in the chat, here’s how GPT condensed it.

ChatGPT: Here’s the condensed version!

Title: Understanding Search Intent and Corresponding Keywords

Introduction: When it comes to search engine queries, understanding the intent behind them is crucial for effective digital marketing. People search for different reasons, and their intent can vary from seeking information to making a purchase. Recognizing these search intents and using the right keywords can significantly enhance your online visibility and engagement. In this article, we will explore the four types of search intent and provide examples for each, along with corresponding strategies for optimizing your content.

1. Informational Keywords:

• Definition: Search queries used by people who want to learn something.
• Examples: “What is the capital of France?”, “Why is the sky blue?”, “How to tie a tie?”
• Google Results: Frequently include featured snippets with quick answers.
• Marketing Funnel Position: Higher up in the funnel, indicating early-stage buyers.
• Conversion Rate: Relatively lower, but aids in building brand awareness and authority.
• Content Strategy: Create quality content on relevant topics, showcasing experience, expertise, authoritativeness, and trustworthiness (E-A-T).

2. Navigational Keywords:

• Definition: Search queries used to find a specific website or page.
• Examples: “Facebook login”, “Amazon website”, “Nike store near me”
• User Awareness: Users already know the company or brand.
• Organic Traffic: Can generate organic traffic when the brand or site is well-known.
• Strategy: Rank highly for keywords containing your brand name.
• Website Optimization: Ensure brand and company name are prominently displayed, with clear site structure and navigation menus.

3. Commercial Keywords:

• Definition: Search queries used to research specific brands, products, or services.
• Examples: “iPhone reviews”, “best laptop under $1000”, “discounted flights”
• User Intent: Users want to compare, check reviews, or find discounts.
• Targeting Strategy: Create comparison articles, listicles, reviews, or how-to articles.
• Prospect Quality: Indicates intent to buy or engage in commercial activity in the future.
• Content Creation: Develop product or service pages with detailed information and high-quality images.

4. Transactional Keywords:

• Definition: Keywords indicating strong intent to buy or take immediate action.
• Examples: “Buy iPhone X”, “Subscribe to newsletter”, “Tickets for sale”
• SERP Features: Often include Google Shopping Ads.
• Specificity: Keywords precisely describe a product or service.
• Conversion Strategy: Optimize product pages or landing pages for immediate action.
• Call to Action: Make it easy for users to take specific actions, such as making a purchase or filling out a contact form.

Conclusion: Understanding search intent and utilizing the appropriate keywords for each type can significantly impact your digital marketing efforts. By tailoring your content to align with users’ intentions, you can attract the right audience and improve engagement and conversions. Remember to analyze the search engine results pages (SERPs) to gain insights into the types of results Google displays, further refining your keyword and content strategies.

Lesson: See how nicely it has structured the answer? That’s not how it originally responded. I told it that I wasn’t happy with the summary & then made it rewrite the whole thing.

Here’s the feedback I gave: Bad answer. This has no context over what these 4 types are. add an intro to make me understand what i’m seeing. also the 4 bullet points have no sub-title to tell me what the point means. improve on that.

So far, so good. I’ve managed to learn something that would’ve taken me 15 minutes to read in just 3 minutes. Now I’m going to do some good old stealing.

Let’s use this content to make our own sweet original post!

Me: Ok great, now can you turn this into an original educational video script of <90 seconds that’s fit for social media?

Make it engaging, catchy & fast-paced. Use examples for each point. Avoid plagiarising from existing content & generate original copy. Avoid using cues & emojis or visual prompts. Just give me the words I need to say.

Lesson: I have amply conveyed the tonality of the content I want it to generate. I’ve also ensured to tell it not to plagiarize existing content so it will have to paraphrase

Hey folks, today we’ll understand how you can use different keywords to match the intent of people searching on Google so that your page can be more relevant to them.

First, informational keywords. These are the ones people use when they want to learn something. Think of questions like ‘What is the capital of France?’ or ‘How to tie a tie?’ You’ve got it! These queries usually start with ‘what,’ ‘why,’ or ‘how.’ And guess what? Google’s got your back with quick answers called featured snippets.

Second, we have navigational keywords. These come into play when you’re on a mission to find a specific website or page. Picture yourself searching for ‘Facebook login’ or ‘Nike store near me.’ You already know the brand or company you’re after, right? So, it’s essential to have a crystal-clear website structure and navigation menus to help your visitors find what they’re looking for in a snap.

Third, let’s move on to commercial keywords. These are the ones you use when you’re researching specific brands, products, or services. Looking for ‘iPhone reviews’ or ‘best laptop under $1000’? You’re right in the commercial zone! This is where comparison articles, reviews, and how-to guides come in handy. They’ll guide you towards the best deals and help you make well-informed choices.

Fourth, we have transactional keywords. These are the ones that shout, ‘I’m ready to buy!’ Imagine searching for ‘Buy iPhone X’ or ‘Subscribe to newsletter.’ These keywords show the strongest intent to take immediate action. So, it’s crucial to optimize your product pages or landing pages, making it super easy for users to buy or subscribe with just a few clicks.

Remember, understanding search intent is the secret sauce to supercharging your online presence. With this knowledge in your back pocket, you can gear up and get those keywords working in your favour!

Key Takeaways

• When pasting an original piece of content for GPT to summarize, try to condense it a little yourself. It’ll make GPT’s answer even more precise.

• Once you’ve understood the gist of it, let GPT convert it into original content for you. Ensure that your prompt tells it not to plagiarize. Clarify the platform, TG, purpose and formatting requirements of your new content piece.

• The best part about ChatGPT is that you don’t have to be happy with its response. Give it feedback & it’ll refine the answers for you.
  • How effective is this in capturing my audience’s attention?
  • Who do you think will this message appeal to?
  • Is my idea suitable for an FMCG brand?
  • How crystal-clear/funny/professional is my writing?

• In this way, you can become a crazy content-generating beast, automating your entire research & creation cycle, and spitting out new content every day! How cool & efficient is that?

Navigate this Track

This is part of my larger crash course on ChatGPT, which is divided into 7 short parts:

1. Basic Starter Prompt Examples – get a feel of how to talk to an AI
2. Intensive Research Audit – use AI to mine insights & get information
3. Idea Generation – Get thought starters to kickstart your project
4. Refining Draft – Ask for feedback to improve your own thoughts/work
5. Content Creation – Develop original content from references that you liked
6. Team-wise Use Cases – List of prompts that each department might find handy
7. Beyond ChatGPT – Curation of other AI tools that can get your work done