Webinar Summary: Leveraging AI in SEO – Insights from Jon Earnshaw & Steven Schneider (TrioSEO)
Overview: In this insightful and practical webinar, Jon Earnshaw (PI Datametrics) hosts Steven Schneider, co-founder and CEO of TrioSEO, to explore how AI can effectively integrate into SEO workflows. The session covers prompt engineering, building AI tools, and enhancing SEO research, analysis, and content creation with AI-driven efficiencies.
Key Learnings:
AI as a Supplement, Not a Replacement: Steven emphasizes TrioSEO’s commitment to human-written and human-edited content. AI is viewed as a tool to assist with tasks like data analysis, brand brief creation, and ideation, rather than content generation.
Efficient Deep Research Using AI: Jon demonstrates how tools like Gemini and ChatGPT can accelerate topical authority research by scanning hundreds of sources, summarizing trends, and identifying keywords. Gemini’s deep research mode, in particular, offers comprehensive synthesis of user-generated content for SEO.
Automating SERP Analysis: A custom-built SERP scraper and corresponding GPT tool help extract and analyze SERP data, including related questions and intent indicators, reducing manual effort and surfacing insights quickly.
Content Optimization with AI: The webinar outlines a content creation workflow: AI-generated outlines via GPT, expansion using Claude (with tone and structure customization), and final human refinement. Custom GPTs help evaluate “helpful content” signals and compare competitors.
Prompt Engineering & Sharing Culture: The speakers encourage prompt sharing and collaboration as a means of collective improvement. Well-crafted prompts, reusable GPTs, and customized instructions lead to better, more consistent outputs.
Conclusion: AI in SEO is most powerful when used strategically—for research, ideation, and optimization—rather than full automation. This webinar provides actionable tools and frameworks for integrating AI into an SEO agency workflow, empowering marketers to deliver faster, higher-quality results without compromising authenticity.
