SEO Knowledge Bomb Podcast | SEO Video Show Recaps

Christopher S Penn 🖥 Prompt Engineering for SEO

September 30, 2023 Paul Andre de Vera
SEO Knowledge Bomb Podcast | SEO Video Show Recaps
Christopher S Penn 🖥 Prompt Engineering for SEO
Show Notes Transcript

Christopher is an authority on analytics, digital marketing, marketing technology, data science, and machine learning.
He is a recognized thought leader, best-selling author, and keynote speaker in: Google Analytics, data-driven marketing and PR, modern email marketing, marketing data science, and AI in marketing.
He is a 2021, four-time IBM Champion in IBM Analytics, a Brand24 Top 100 Digital Marketer, an Onalytica Top 100 AI in Marketing influencer, and co-host of the award-winning Marketing Over Coffee marketing podcast.
His work has served brands such as Twitter, T-Mobile, Citrix Systems, GoDaddy, AAA, McDonald's, and man others.
Please welcome the co-founder and Chief Data Scientist of Trust Insights, Christopher S Penn.

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Hey everyone, welcome back to another episode of the SEO Knowledge Bomb podcast! I'm your host Paul Andre and today I had the honor of interviewing Christopher S. Penn, an authority on analytics, digital marketing, and machine learning.

Chris dropped some serious knowledge bombs during our chat that I want to recap for you all. Let's dive right in!

First, Chris gave an excellent one-minute summary of how to rank on page one of Google - create useful, unique, authoritative, and timely content. Simple, but so true. As Chris mentioned, this aligns perfectly with Google's own advice.

Next, we went back in time to Chris's start in SEO in 2003. He talked about some of the black hat tactics commonly used back then, like copying Wikipedia content. Obviously those types of shady techniques don't fly anymore.

When I asked Chris what originally interested him in SEO, he said it was figuring out what people are searching for - as he put it, the things people will confess to a search engine but not another human. So true! SEO is all about understanding user intent.

One of Chris's biggest knowledge bombs was explaining the difference between experience and expertise. As he put it, experience tells you what happened while expertise tells you why. Experts have that deeper technical knowledge. Chris gave some great examples like not wanting tax advice from someone just making funny YouTube videos about their tax experience!

Speaking of expertise, Chris had amazing insights on prompt engineering and how it relates to SEO. He explained that the key is using words and phrases to funnel the AI's attention to your specific niche. Think of prompting like SEO!

Here were some of Chris's predictions on the future of prompting and AI:

  • Prompt engineering will become less necessary as companies use fine-tuning to customize AI models. This is already happening with big brands.
  • Unbranded search traffic will drop as AI provides quick answers directly in search engines. We need to double down on branding to compensate.
  • The models behind chatbots like ChatGPT still work similarly to search engines - creating content readable by the AI improves chances of ranking.
  • Advertising isn't going away as a strategy. Make sure you have budget for paid campaigns.

Some great tips Chris offered for identifying true experts:

  • Real experts know what will go wrong and can explain why.
  • Look at who else talks about the person - who references them as an authority?
  • See if they can explain complex technical details coherently.

So what was Chris's single best piece of advice for aspiring SEO professionals? Learn about user and customer intent - understand what people want when they visit your site. Mastering this skill will set you apart.

Whew, that was a ton of insights packed into one interview! Hopefully this recap captured all the key points. Let me know what you thought of Chris's advice in the comments. And make sure to check out to learn more from this brilliant SEO and marketing expert.

Thanks for listening! Until next time, keep dropping those SEO knowledge bombs.