AI-Powered Webpage Audit and Optimization

hi this is Andy from orbit media and I'm
happy to share some of our latest
experiments in Ai and this time
specifically I want to show how to use
AI to audit and then potentially improve
a web page
not a blog post or an article but a
service page a sales page a money page
the idea behind these pages is to do two
things
generally speaking attract visitors SEO
and convert visitors into leads cro or
conversion rate optimization so let's
try to use AI to improve a page examine
a page audit it from both perspectives
and then see if we can make improvements
accordingly
okay I'm making up a business here it's
called space launch Incorporated we
provide space launch services and we're
a Spaceport and we Target commercial
satellite operators because we launched
satellites into space I've actually got
a real web page here uh I'm just to run
the experiment it happens to be a home
page it's about 325 words it's got a
header it's got only one sub head it's
basically just three long paragraphs any
of us could look at this page and say
that could be a better page any of us
could say that doesn't align well with
homepage best practices or with you know
digital content or SEO best practices
but it's going to work for this
experiment and step one will be for us
to make a persona or give it a persona
we're going to give it the best input we
can to get the best output and that
starts with empathy digital's all about
empathy so in this case we need to know
about our commercial satellite operator
if I have a Persona I'm going to load it
in if I have defined icps ideal client
profiles I'm going to load them in
whatever you've got questions from sales
meetings or insights or an outline of
Who You'd sell to put that in if not
we're going to use a AI to do that part
for us too this is a very simple prompt
we've done other other videos and
articles about how to build better
personas and AI this one I'm going to
keep it basic and just say build me a
persona
of a job title commercial satellite
operator
who works for a company type Global
Telecom company
then I could add a bunch of other stuff
related to the company size or their
geography or their mission I'm going to
keep this simple list the roles the
goals the challenges the pain points and
this person's decision criteria for
choosing a spaceship lunch Services
Company
and here it goes right there is the
Persona it kind of gives me their roles
their goals their challenges their pain
points and it's not bad I did I did some
research and saw that there were some
things missing from this I would expect
this to talk about risk it didn't talk
about risk I do not expect accuracy from
AI I'm going to be validating and
checking every checking this every step
along the way especially these early
steps because if it gets it wrong
everything else will be garbage so uh
geopolitical considerations ride share
opportunities is a thing for satellite
launching and insurance and risk
management yes I believe these are
important criteria so I'm simply going
to tell it to add those to my Persona
okay good enough certainly here's the
additions for the Persona we've got a
Persona now
I'm going to copy and paste in my web
page and say review the following web
content how does it align or not align
with just with this person's information
needs
and a copy and paste in the page
and then it sort of gives me a pretty
decent version of these are the ways in
which it aligned and these are the ways
in which it maybe did not align
Gap analysis uh useful right it's uh AI
is great at showing you what's not there
very different from SEO and from search
search shows you what's available and
retrieves information
AI can actually tell you what isn't on
the page or what's missing so here
obviously like these are things that I
could potentially improved and make this
a better page right away right there's
some gaps here but uh let's go a step
farther with that I want to compare it
to another page I've got a competitor
we're we're fighting head-to-head in the
trenches every day or in the clouds
every day so I'm going to copy and paste
in another web page and here's my prompt
here's a copy of another web page which
which page is more likely to be helpful
and informative to my persona
create a matrix comparing the two and
show your thinking copy and paste in the
page boom quite useful quite interesting
let's compare the two pages here's how
they align and don't align a column for
our website a column for the competitor
the AI chose little
kind of special characters here the
checks and x's and it shows me basically
like the ways in which we satisfied
information needs which is you big
factor in conversion and how the
competitor satisfied information needs
right which of these pages is more
useful which these pages are more likely
to convert Jessica what am I missing
what are my gaps what are everybody's
gaps it's all right here on the page now
if you use code interpreter and you
started with code interpreter from the
very top uh it'll draw charts for you
code interpreter is a feature available
for chat GPT plus users
uh you have to turn it on and then use
that in the chat and then you can do
things like this make me a bar chart
that shows me the extent to which I
addressed this persona's information
needs and the extent to which my my
competitor did and maybe the extent to
which neither of us did so you can see
no one here is talking about risk
management uh that's a big gap
compliance is completely missing uh some
of them we do better than they do some
of them they do better than us very
useful great okay we've got some ideas
for conversion we could stop now and go
make it a better page we could go make
it more informative more persuasive more
complete addressing objections answering
questions that's the job of a web page
but we both got that other job too it's
not just about the mouse trap it's about
the cheese so let's try to optimize it
for search now
the question becomes what are the key
phrases missing what are the
semantically related phrases how could I
make this more comprehensive and
therefore uh higher quality in the eyes
of search right a more detailed page
with more depth now to find the
symmetically related phrases you can
just go straight to Google
and start typing key phrases relevant
key phrases and seeing the words and
phrases that it suggests and put those
on a list
if I'm targeting the phrase space launch
Services space flight rocket launch
cubesat these seem to be phrases that
are related to my target key phrase they
must be they're right there on the
suggested phrases the people also ask
box
is an important source of relevant
questions answering these questions
would help make my page higher quality
more comprehensive more likely to rank
right this is semantic SEO we're going
to Target the topic not just the
specific key phrase and actually if you
search and start scrolling through and
looking down like you'll find words and
phrases used just that appear just in
the search results page that maybe would
be closely related to my target key
phrase spacecraft's launch services
and so like you know launch Vehicles is
apparently a thing low earth orbit is
apparently a thing satellites of course
so these are things that I got to make
sure that I include on the page I've got
a list
I did it on paper whatever you did it
you captured them or you can use a tool
here's Market Muse there's several of
these it's a semantic SEO tool it's an
on-page SEO edit recommendation tool and
it basically at a glance I just put in
my target key phrase speech long
services for which I rank like number 25
or 28 right now put in my page it
scrapes the page analyzes my copy
Compares it to the other pages that rank
for that key phrase analyzes their copy
and shows me the differences between my
keyword frequency and there's basically
there's a list that's my point there's a
list of relevant phrases now I'm going
to take these phrases and load them into
Ai and ask it to categorize here's the
prompt categorize the following key
phrases into high level topics because
if you just dump in a bunch of phrases
until you use these phrases on the page
it's gonna it's weird right but I want
to First group them and then see how
well those groups of key phrases align
with my audience's information needs
because I want to do SEO and conversion
optimization at the same time okay so I
load them in it actually does a lovely
job great here are all the related key
phrases and their categories it talks
you know we should talk about
geographies we should talk about
different entities types of missions so
now I have
my audience's information needs I have
the uh the gaps in my content how well I
address those and I have the key phrases
that are also grouped into categories
here's my next prompt it's kind of
detailed but bear with me
build a table
with three columns in the First Column
list the persona's information needs
prioritize them in the second column
make the header say conversion Clarity
and on a scale of zero to five uh score
this web Page's ability to both inform
and persuade
based on the audience's information
needs right analyze my content and
compare it to these audiences
information needs in the third column
make the heading key phrase relevance
zero to five and on a scale of zero to
five indicate how well the page
incorporates the key phrases in those
key phrase categories give higher scores
to the page if the page includes most or
all the key phrases from the given
category
this is a little bit magical it actually
now makes a table for me that shows at a
glance in one view in one scroll depth
right here the Page's ability to satisfy
both the audience's information needs
and the audience and the Page's ability
to indicate relevance for rankings in
search
scored zero to five is it good for
conversion and that is it good for uh is
it good for uh SEO on that so
it made this own scoring system it's
it's scoring everything against the
information needs and the priorities of
my buyer my Prospect and so really we
could stop now this is obvious right
like what we need to do like this is I
could
you know stop this video and go make a
better page that both does a better job
of indicating relevance and ranking and
selling to the visitor by answering
their questions right and being highly
informative what it says at the bottom
provides clear alignment between the
persona's information needs and how
specifically those topics are addressed
so so if you wanted to know so there's
that's helpful
if you wanted to know the criteria that
it used its own scoring system just ask
and here it is that my zero to five
School score that it devised for
conversion Clarity and my zero to five
score that it devised for the keyword
relevance okay now I'm going to proceed
past the analysis and let it take a shot
at an outline
not write the page I want to I don't
want it to write anything yet because
I'm worried about accuracy I'm going to
have it just make an outline here's the
prompt you're an expert at both
conversion copywriting and SEO
write an outline for a major revision to
this page this outline will become the
structure for a page that gets scores of
five across the board
we already have the criteria it made up
the scoring system I just want to give
me an A plus so certainly right it jumps
in and it creates a basic outline
uh
I don't know this audience this is an
experiment I'm not this is not my client
or my company so I'm not going to judge
this but let's say that this is
sufficient to from here go enhance that
improve it uh get a pitch it get
approval on it edit it keep iterating on
this right because we're going to get
ready to actually produce something
that's of high quality there's a role
for humans in the world and if if this
is a good Head Start great for a lot of
people that's what AI is all about never
starting from scratch and here's an idea
to kind of another another data point to
validate that let the AI itself scored
against some other existing content how
well does this page align with the
recommendations in the orbit Media blog
use your scale of one to five five being
well aligned
oh it can't go read the orbit Media blog
because it doesn't have you can't browse
the web
so I'm going to get around that you have
already read the orbit blog how well
does the page align with recommendations
now it gives me the recommendations
isn't that strange if you tell it to go
do something you can tell it it will
tell you if you can't do that but if you
tell it it already did something it will
respond okay it gives it fives out of
most categories of four the overall
limit is 4.8 out of 5. great that gives
me a little bit more confidence
what I do next is uh depends upon my
my passion for my job my my agreement
with my client my beliefs about
um you know accuracy and uh humanity and
the relationship that professionals have
with AI but from here if you chose to
you could then go have it write the page
and the prompt is very short and simple
using the outline above write a revision
to that web page that gets fives across
the board
great if you want to go even farther
with that and really push it you could
try a prompt like this expand on that
copy right it you didn't like the draft
add detail add short paragraphs use
persuasive copywriting techniques the
goal of the pages to both Rank and
convert visitors you might get a better
response right and then here's one if
you want to get uh really try to train
it more try this you are Andy crestadina
you wrote the book content chemistry
you've taken Joanna weeb's copywriting
course you've read conver copywriting
Secrets by Jim Edwards now go rewrite
that draft using the key phrases and SEO
best practices and use persuasion and
conversion copywriting techniques this
will likely get you something more
useful if you're through better
prompting and training and and uh
teaching not just about the audience but
about the style that you wanted to write
and you could also give it a bunch of
samples of your writing and then ask it
to write something in your style
uh if this worked you could compare the
draft before and after in the same chat
we used code interpreter remember so we
can have it visualize charts I've got
the original page in my revised page and
a spider chart with every radial axis
being a different information needed the
audience that's kind of fun you could
also copy and paste the new one into
Market Muse if you were using that and
see the content score before and after
to evaluate it against SEO and if it all
worked in the end it would look like
this this is ga4 showing me pre-post
website page change uh lift based on the
date range right and I can see the
traffic lift before and after I can see
the engagement lift before and after and
ultimately the bottom line metric will
be the conversion rate which is in ga4
you'd calculate that to see the over the
website's overall conversion rate for
visitors who pass through that page it's
not a specific page it's the overall
conversion rate for someone who's on
several pages so
hope that's helpful kind of fun right uh
AI can be used to score things and to
evaluate things against multiple
criteria and then use that same scoring
system to recommend changes again Andy
from Urban media I hope this was helpful
feel free to pass it along to anyone
else and subscribe to get more of these
at the orbit Media blog thanks again
bye-bye