The e4m Business Leaders Retreat, currently underway in Goa, had an eclectic gathering of industry leaders from across the advertising and media spectrum to both work and play. Among a range of different talks and firesides, Amit Verma co-founder and CEO of DigitUp, delivered a specialized and technical talk on ‘ML SEO and Website speed: The Dynamic Duo driving digital success’, wherein he discussed how advertisers can increase their website efficiencies and visibilities using a suite of specialized AI tools and ML systems.
Amit Verma began his talk at the e4m Retreat by pointing out Google’s dominant position, which is led by their developers with tools to drive website traffic and rankings, with Core Web Vitals (CWV) being a key one. He showcased how popular global brands decided to invest in Core Web Vitals and how it benefited their business and users. This helped in fixing the Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS) on websites, which can contribute to the success of companies and incentivize organizations to prioritize performance.
Noting that improving Core Web Vitals was a constantly ongoing process, Verma said this was a collaborative process, which needed continuous monitoring, using integrations and plug-ins which are really necessary, measuring performance before the page is launched at the testing stage, setting benchmarks and statistical improvement projects on CWV metrics, with many people contributing to the website and improved coordination between IT and Marketing teams to fix CWV.
Verma pointed out that DigitUp currently is the only organization, which is conducting Machine learning-based SEO at scale. “Do not confuse this with generating text on ChatGPT as we process 6 billion data points and be able to fix web content for even up to 50,000 page websites.”
He went on to elaborate on the DigitUp ML SEO Process and how the company helps brands improve their websites and SEO rankings. This involves collecting data (about everything and anything related to brand, page and industry); find the content gap (carry out data analysis to find patterns of deficiency); and then fix that content gap by generating text to fix the existing data. Verma added that ML SEO uncovers content gaps in poorly written content; copy pasted content; and similar content.
After finding content gaps with competitors, advertisers could then be helped to create hypothetical categories based on website content to figure out strengths and weaknesses as well as find out content which is dissimilar and could be of interest.
Verma said ML SEO provided improvement in site speed, organic growth, and reduced expenses in digital marketing, even as it increased the effectiveness of digital marketing budgets.
