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The Irreplaceable Expertise: Why Algorithms Cannot Substitute Human Insight With Jade Pruett · Expertise Made Real

• 0:00
  What if the expertise that makes you irreplaceable is exactly the thing an algorithm can never fake?
• 0:09
  SEO expert Jade Pruitt is on today's episode to talk about why AI can copy information but not expertise.
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  The specific thing that separates a real expert's content from a content mills.
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  And why the businesses winning right now are the ones putting genuine, lived expertise on on the page instead of hiding it behind generic writing.
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  You're listening to Expertise Made Real.
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  I'm Kristen N.
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  Spencer, and this is where your experience finally gets called what it is.
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  Expertise.
• 0:44
  Welcome to another episode of Expertise Made Real.
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  I am here with the delightful Jade Pruitt, who.
• 0:52
  I'm going to tell you who she is right now.
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  She is the founder of hello SEO, an SEO company serving mental health counselors, and the co founder of metamonster, which is the best name I've ever heard.
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  A content optimization tool that helps agencies create content they are actually proud to publish.
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  Jade lives in Columbia, South Carolina, with her husband and very cute toddler.
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  Jade, thank you so much for being on the show.
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  How are you feeling today?
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  How's today going for you?
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  I am feeling great.
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  Thank you so much for having me on the show.
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  It's such an honor.
• 1:28
  Well, I was like, okay, I'm thinking this is a show about expertise.
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  And so I'm going to tell everyone right now what I told Jade, which is that I think of her as the SEO Jedi because she knows her stuff.
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  And I have honestly met a lot of SEO experts, and Jade, you're my favorite.
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  And you're really the only one I'm ever going to listen to.
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  Thank you.
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  I appreciate it.
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  All right, so.
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  So you know that this show is about making expertise real, taking the thing that you're already excellent at, and turning it into something visible and teachable.
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  So that's where we're going to start.
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  What is your number one piece of advice for a client on day one of working with you?
• 2:09
  Oh, man.
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  Give me.
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  So my process with clients is to, like, put them in a position where they can just leave it to me.
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  SEO is not something we can potentially do it together, but it's going to be really challenging, and I would rather have them rely on my expertise for the SEO side, and then I'm going to come back to them
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  for their expertise.
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  So they know their clients better than I do.
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  But I can go off and do keyword research on what I suspect their clients are searching for and then come back and just double check and make sure that everything that we're going for aligns with what they know
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  about their expertise and their, their clientele.
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  So step one is get them to trust in your expertise because they don't need to learn about SEO, right?
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  You don't want them to have to learn about it.
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  That is, that is the whole point of me is don't worry about this.
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  I'll take it off your plate and I'll just come back with some, some solid results for you.
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  Yeah, absolutely.
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  So then once they do that and you go off and you do all the magical things that are stored in your head and in your heart and then you're like, okay, now talk to me about your expertise.
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  How does that go?
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  How do you extract their expert keys from them?
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  Because you know, that's what this show is all about.
• 3:21
  Yeah, yeah, that's a great question.
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  So, so there's the keyword research element first.
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  There, there is a bit of, on kind of onboarding of like, tell me, tell me about your clientele.
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  Tell me, you know, what you suspect that they are searching for when they're looking for what you offer.
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  I primarily work with therapists and so typically we're very bottom of funnel and we are, we are hoping to connect with people when they are googling drama therapy in Columbia, South Carolina or anxiety therapy or maybe they heard
• 3:50
  about EMDR and they want to try something like that out.
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  So it's really a matter of connecting people who are looking for what my client offers and are in the right place.
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  And I love to go back to the client and just make sure that those things align.
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  When we're creating blog content or even landing pages, we want to make sure that we're capturing our clients expertise on those pages.
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  There's something that's really big in AI now called eat.
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  It's EAT E A T.
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  It's experience, expertise, authoritativeness and trustworthiness.
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  And it's something that you want to exude on every page of your site.
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  That's what's going to separate you from the content mills and now the chatgpts that are just kind of like regurgitating the same information that's been on the Internet forever and turning it into a new blog post that you
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  can write in 30 seconds.
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  It's like, how do we capture the voice of my clients?
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  How do we capture their like unique expertise?
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  What makes them special?
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  And there's quite a few different ways through SEO to do that.
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  So then my brain is spinning.
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  Sorry.
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  So I'm thinking about all the questions I want to ask you, but I can't ask You.
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  All of them.
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  So I have to pick.
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  So how are you dealing with that?
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  Right, because you're the SEO person.
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  You're not the writer, necessarily.
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  Right.
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  And then you also have clients that are like, just use this AI generated text that came out in 15 seconds.
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  Oh, yeah, yeah.
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  They're like, oh, why would I hire you to write blog posts for me when I could just get ChatGPT to do it?
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  And the answer there is there is no faster way to break trust with a client than to, like, for them to come to your website and just see a bunch of chatgpt.
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  Like, people know what that's sounds like now.
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  And even if you are able to kind of like hodgepodge your expertise in there a little bit, like, if it sounds like AI, people are going to, like, shut down immediately.
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  So that's actually what we're building.
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  On the meta monster side, we've noticed that people don't want to use AI to write content.
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  Everyone's exhausted by it, everyone's over it.
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  But there's a lot of useful ways to use AI to outline your content, especially if you're me and you're the SEO expert.
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  So you want to make sure you're baking in the SEO side, but you're not a trauma therapist.
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  So how can I make sure that I'm bringing in my client's expertise while also bringing in the SEO side?
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  And the way we do that is we use metamonster to outline our content.
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  And the whole point of the tool is like, how can we make this different?
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  How can we bake in new things?
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  How can we make sure the SEO side is in there?
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  But it also gives you a list of questions to go ask your experts to go ask the person that you're creating the content for.
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  You can ask them.
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  I like to do it in Riverside, which is what we're doing this podcast in right now.
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  Yes.
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  Yeah.
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  Cause you get a really great transcript, and then you can go pull all of that information into their blog, make it sound like them, make sure their expertise is in there without having to overly rely on ChatGPT to
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  write up the content for you.
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  Yeah, absolutely.
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  And I think it's becoming so much more of a problem than we thought it would.
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  I mean, for me, because I.
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  I don't write content.
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  I'm a copywriter and I'm a ghostwriter.
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  So I was like, I don't know how this is going to affect me.
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  And then when I tested, I was like, well, it definitely can't understand human emotions, so I know I can't understand how to sell things.
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  So that was a check mark.
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  Right.
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  Because persuasion is all about, like, that's what selling is.
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  And without human connection, you can't sell.
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  And so but for content creation, like, it's.
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  It's such a different game because people maybe are not necessarily wanting.
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  Wanting to connect with people.
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  They're like, well, I'm writing for the robot, so how do you kind of balance all that in the amazing work that you do?
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  So, like, I've been in SEO for 10 years.
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  Writing for the robots truly only gets you so far.
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  Like, if you're writing for the robots, it is a human who's gonna, like, find that content and then land on your site and then, like, potentially have a very bad time because they're like, okay, this exists.
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  Like, your traffic numbers might be going up, but is that content actually serving you in any way?
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  So it's one of those things that we kind of are like, oh, like, content just isn't what it used to be.
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  It doesn't work anymore.
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  And I kind of wonder if it ever really worked the way we wanted it to.
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  And now with AI, people don't even have to get to your website to get the answers off of your website, which is kind of a bummer.
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  It is a buffer.
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  Yeah, yeah.
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  And so we're seeing traffic numbers really, like, beyond the downturn for, like, generalized blog content, but on the other side of that, we're actually seeing leads and leads from AI and Google increase.
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  We're getting a lot of, like, bottom of the funnel.
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  Leads come in from organic, even if that content isn't serving people the way it used to.
• 8:58
  That's so interesting.
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  That's not what I was expecting you to say.
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  Oh, really?
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  Yeah.
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  No, I mean, I don't.
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  I don't know.
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  I'm.
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  You're the expert, but I just think that's really interesting.
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  And so, like, let's say I'm a small business owner, which I am just for the record, and I am thinking about showing up online, like, right now.
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  Like you said, getting someone to the website is a whole different thing.
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  But what about showing up and being visible?
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  How.
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  How do you do that for people in the age of so much noise that we have?
• 9:32
  Yeah.
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  Oh, this is one of my favorite questions.
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  So I believe that AI is one of the best things to happen to small business owners ever, especially AI search.
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  It's so much more bespoke than Google could ever be.
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  Like, when you Google, I'm just going to keep using therapy examples.
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  If you Google therapist in Columbia.
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  You're going to get your links.
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  It's not custom to you in any sort of way.
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  But if I go in to my chatbot right now and say, hey, can you recommend me a therapist?
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  It's going to know that I'm an entrepreneur, that I'm a new mom, all these different things about me, and it's going to reference those things and recommend a really good therapist for exactly where I am in life.
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  And I know this because I did this about a year ago and was like, oh, that was a really cool experience.
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  So it feels more like a warm referral than just like opening a phone book or, you know, just like kind of going through a directory essentially.
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  So what I've noticed with my clients is let's say in a given month they get 10 leads from like SEO AEO, they get like, let's say seven leads from Google, but like two of them actually close.
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  And then they get three leads from AI, but then all three leads from AI close because they're just like, it feels like you're getting a recommendation from a friend.
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  It's like a warm referral as opposed to the opposite.
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  So I think it's incredibly exciting.
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  I feel like I'm going off topic a bit.
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  Do you actually want to know how?
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  So we're going to talk about SEO.
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  If you're as curious as I am about all the wonderful things Jade has to say in her follow up episodes, we're actually going to split them into SEO versus aeo and she's going to talk about those there.
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  But so there's a bunch of people listening right now and I'm sure some of them are therapists.
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  So, Jade, how can people get a hold of you to talk to you about your brilliance and about hiring you?
• 11:29
  For sure.
• 11:30
  Yeah.
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  Visit helloseo.com I have a report card on my site.
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  It's completely free.
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  If you submit a report card, you get instant recommendations on how to improve your SEO.
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  And then I'll make you a video explaining what it all means, just in case none of it's clear, which it never is.
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  So that's an easy way to get in touch.
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  I'm Also all over LinkedIn.
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  My name is Jade Pruitt on there.
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  All right, wonderful.
• 11:57
  Well, thank you so much for being on this launch episode.
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  You've given us so many things to think about.
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  I'm trying not to.
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  I'm trying to suppress the questions that are coming out of my brain right now, but I'm glad that I get to have two more interviews with you, but the audience is going to love this.
• 12:13
  Thank you for being on here and I'm so excited to have you be part of launch week.
• 12:19
  Amazing.
• 12:19
  Thanks for having me.
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  And now, if you liked the episode, I'm going to make an ask because I wouldn't be a sales expert if I didn't.
• 12:27
  Would you please leave a rating and review and hit subscribe?
• 12:31
  In exchange, I'm going to give you my Find your wonder work system.
• 12:36
  It's five prompts, five minutes, and names the thing that you're already excellent at but don't know to call a skill.
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  This is basically a what do you do on autopilot?
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  Except I've created it as a tool.
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  So leave your review and then go claim your reward at bit ly expertisemr.
• 12:58
  That's bitly expertisemr.
• 13:03
  And I hope to hear you or my guest, I guess, in the next episode.
• 13:09
  Thanks.