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How to Audit Your Website With AI Without Fooling Yourself · Sharp Strategies Sweet Success

• 0:00
  SPEAKER_00: Hello, everyone.
• 0:01
  SPEAKER_00: Thank you so much for being here today.
• 0:03
  SPEAKER_00: Sorry for the delay.
• 0:04
  SPEAKER_00: It always takes a second for the live video to connect.
• 0:07
  SPEAKER_00: Today, I wanted to take a few minutes.
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  I spent some time thinking about this yesterday because I
• 0:13
  talked to a lot of attorneys.
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  I answer a lot of questions about SEO,
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  websites,
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  marketing and AI at large.
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  And one of the common trends that I'm hearing from attorneys
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  and also seeing on LinkedIn
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  SPEAKER_00: is this trend of using AI to crawl your website and diagnose SEO issues.
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  And there's nothing wrong with the practice of using AI to help
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  you diagnose
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  SPEAKER_00: marketing issues,
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  SPEAKER_00: find patterns in data,
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  SPEAKER_00: and a whole host of things.
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  SPEAKER_00: But we have to be mindful of the limitations of these tools.
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  SPEAKER_00: Because using AI to crawl and review a website
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  SPEAKER_00: It probably isn't doing exactly what you think.
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  SPEAKER_00: And give me just a second.
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  Should have popped in a cough drop before I got started,
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  but we'll do that right now.
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  SPEAKER_00: Okay.
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  SPEAKER_00: So I'm just going to start out by clarifying,
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  SPEAKER_00: but ChadGPT and Claude and some of these other AI tools
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  aren't built to fully crawl and do a complete SEO audit in the
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  way you may think.
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  SPEAKER_00: It seems intuitive.
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  We have this impression that if we give a URL to chat GPT and
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  ask it to evaluate
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  SPEAKER_00: the site,
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  SPEAKER_00: it's doing a complete crawl.
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  SPEAKER_00: But in fact, it's not doing a complete crawl.
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  And many times the responses it's giving back are effectively
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  hallucinations.
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  SPEAKER_00: Because one thing everyone should know about AI,
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  SPEAKER_00: and it's becoming more and more of a problem,
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  SPEAKER_00: people are starting to get fined over it,
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  is that when AI doesn't have the information it needs to give a
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  good response,
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  SPEAKER_00: it'll often invent that information.
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  And you see this quite a lot when AI cites fake case data or
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  fake case results.
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  SPEAKER_00: It just makes it up and presents it as factually accurate.
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  And also these AI tools don't have the self-awareness to check
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  their own work.
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  SPEAKER_00: If you want AI to validate its own responses,
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  you have to ask it some pretty direct questions and ask it to
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  evaluate its own
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  SPEAKER_00: responses.
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  SPEAKER_00: And not in a generalized,
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  SPEAKER_00: please make sure your response is accurate kind of way,
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  SPEAKER_00: but you have to know enough to ask it specific questions like,
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  SPEAKER_00: Where did you see that?
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  SPEAKER_00: What's the source?
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  SPEAKER_00: Can you provide it so I can read it?
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  SPEAKER_00: Because otherwise,
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  AI is just going to supplement you with the information that it
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  feels like is most
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  SPEAKER_00: likely going to answer your question or your prompt.
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  SPEAKER_00: And that's what's happening when you supply a URL to ChatGPT and Claude.
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  SPEAKER_00: You're giving it a URL,
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  and most times the response it gives you is purely hallucinated
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  and based on
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  SPEAKER_00: generic advice you could give any website without even reviewing it.
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  And the biggest clue there that it's not exactly working the
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  way a full crawl or
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  SPEAKER_00: SEO crawl should is in the time it takes to give you a response.
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  SPEAKER_00: So you can do this now.
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  SPEAKER_00: You can minimize my video if you want.
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  SPEAKER_00: You can do this after the call.
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  But go to ChatGVT,
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  give it your URL,
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  and ask it to review your entire site and find SEO issues.
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  You could even make the prompt more elaborate than that,
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  give it more specific instructions.
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  SPEAKER_00: Most likely,
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  it's going to give you a response within three to five minutes
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  if you're using a
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  SPEAKER_00: thinking version.
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  SPEAKER_00: Sometimes it'll give you a response immediately.
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  And that should be your first clue that these tools are not
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  performing an audit in
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  SPEAKER_00: an actual sense.
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  SPEAKER_00: Because what it takes to perform an audit is time, largely.
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  SPEAKER_00: The SEO tool that I use to crawl a website is called Screaming Frog.
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  SPEAKER_00: It's been around for many years.
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  SPEAKER_00: A license for Screaming Frog is $200 for 12 months.
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  SPEAKER_00: It's a very affordable tool.
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  SPEAKER_00: When I ask it to crawl a site, it takes time.
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  SPEAKER_00: And if the bigger the site,
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  SPEAKER_00: the longer the crawl,
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  SPEAKER_00: it could take up to 20 minutes to crawl a site and
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  SPEAKER_00: check the site against the lighthouse scores,
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  SPEAKER_00: also known as PageSpeed Insights,
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  SPEAKER_00: pull in Google Analytics data,
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  SPEAKER_00: pull in Google Search Console data.
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  And there are a number of different APIs you can connect to
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  Screaming Frog to
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  SPEAKER_00: enhance the reporting you get when it completes a crawl.
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  But each of these additional layers of reporting takes more
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  time because whenever
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  SPEAKER_00: we're running a query on a site,
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  What we're doing is we're running a request and that request
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  has to process along
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  SPEAKER_00: the same lines that AI is processing.
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  SPEAKER_00: It has to request pages from the server.
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  SPEAKER_00: It has to get those pages back.
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  SPEAKER_00: It has to analyze the information.
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  It has to follow links and check those links in the pages they
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  go to analyze response codes.
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  SPEAKER_00: I have a whole list.
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  SPEAKER_00: has to look at page titles, headings, schema markup images.
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  It has to render the JavaScript and run the JavaScript to see
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  if there are any issues.
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  SPEAKER_00: And it organizes all of that information into a series of reports.
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  SPEAKER_00: A screwing frog does all of this.
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  SPEAKER_00: Again, $200 for a 12-month license.
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  SPEAKER_00: And you could,
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  SPEAKER_00: in theory,
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  SPEAKER_00: create an AI agent that does all of this stuff,
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  SPEAKER_00: but you would be spending a considerable amount of time.
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  SPEAKER_00: It would not be a simple AI agent.
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  SPEAKER_00: to complete all of these niche crawls and reports.
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  SPEAKER_00: And even when you did,
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  even if you were to create an AI agent that can give you this
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  level of detailed
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  SPEAKER_00: reporting,
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  we're still limited by the laws of physics and just how fast we
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  can send signals
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  SPEAKER_00: back and forth to servers.
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  SPEAKER_00: And it's not instantaneous.
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  SPEAKER_00: And AI uses those same fiber optic cables as Screaming Frog does.
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  SPEAKER_00: The biggest clue that I've seen,
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  SPEAKER_00: and I've already mentioned this,
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  but when you plug in a URL to chat GPT and it immediately gives
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  you a response,
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  SPEAKER_00: that should be your biggest tell.
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  SPEAKER_00: It really hasn't processed the data of your site.
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  SPEAKER_00: And so if that's how you're doing an SEO audit,
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  SPEAKER_00: you know,
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  SPEAKER_00: give yourself,
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  SPEAKER_00: you know,
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  you might want to walk some of that decision making back
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  because you probably
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  SPEAKER_00: weren't given an analysis based on your real information.
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  And so I'm going to give you a few ways to actually use AI to
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  diagnose your
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  SPEAKER_00: website,
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  SPEAKER_00: improve upon some SEO issues and a bunch of different things.
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  I just want to start by saying like,
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  let's keep in mind that SEO is a big money game.
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  SPEAKER_00: We're competing with
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  big regional law firms and now law firms being acquired by
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  private equity with that
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  marketing budget and they can spend 10 12 15 20 000 a month on
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  seo and even if
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  they're not a lot of these firms are bringing in their own
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  in-house experts which
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  SPEAKER_00: sometimes can cost more than the seo contract does and so you're either
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  SPEAKER_00: creating in-house expertise for SEO at that level,
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  SPEAKER_00: or you're outsourcing it to a vendor,
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  SPEAKER_00: you're not necessarily,
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  SPEAKER_00: those big firms aren't trying to DIY their own SEO.
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  They have experts who are using AI tools to enhance their
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  presence in Google.
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  SPEAKER_00: And more than that, they have big budgets to back it up, right?
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  SPEAKER_00: So like, let's be mindful of
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  SPEAKER_00: what we want to achieve with our website and our content.
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  We may not be able to play that big game if we are doing DIY
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  analysis and repair of
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  SPEAKER_00: our site,
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  but we can meaningfully make movement in the right direction
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  and we can capture
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  SPEAKER_00: traffic and search intent for keywords that are niche,
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  SPEAKER_00: broad alike.
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  SPEAKER_00: You know,
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  there's still a lot of value in doing good SEO and website
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  development and that
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  SPEAKER_00: just simply shouldn't be ignored.
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  SPEAKER_00: Even if
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  you know,
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  the returns on SEO might broadly be overstated in the legal
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  industry.
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  First thing that you're going to want to do using AI to
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  evaluate your website is
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  SPEAKER_00: find your content gaps and also your duplicate content.
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  One of the most important things that anyone can do when
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  they're auditing their
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  SPEAKER_00: site is export a list of their current pages.
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  SPEAKER_00: using a spreadsheet,
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  SPEAKER_00: I like to use spreadsheets,
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  SPEAKER_00: it's easier for me to see and understand the data.
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  SPEAKER_00: But to have a full list of pages,
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  you immediately know what content you already have that you
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  don't need to recreate.
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  SPEAKER_00: And you can use the content list to find those gaps, right.
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  SPEAKER_00: And so one thing I like to do with AI is to create
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  either a custom agent or a project file or some sort of
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  specific skill for a specific project.
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  SPEAKER_00: It varies depending on like what AI tool you're using.
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  SPEAKER_00: I'm using ChatGPT.
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  SPEAKER_00: I know Claude is all the rage.
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  SPEAKER_00: I'm sure I'll get more experience with that as time goes on.
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  SPEAKER_00: But in ChatGPT, what we do, we create projects, right?
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  SPEAKER_00: That's one of my favorite tools to leverage in that LLM.
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  SPEAKER_00: And we can create a project and upload files for that project.
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  SPEAKER_00: So when we ask questions about the project,
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  SPEAKER_00: we can build it upon the information that's already available.
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  And so we're preventing that kind of hallucination where with
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  ChachiBT doesn't have
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  SPEAKER_00: enough information or Claude doesn't have enough information.
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  SPEAKER_00: It'll just supply you with a plausible, plausible reply, right?
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  So we can upload our files and give it concrete data to start
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  an analysis with.
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  SPEAKER_00: And starting with all of your page content,
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  SPEAKER_00: uploading it to that project,
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  SPEAKER_00: and then asking,
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  SPEAKER_00: you know,
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  SPEAKER_00: where are the gaps in content.
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  Now,
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  naturally,
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  and this is where we're going to talk about how to be effective
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  with prompts.
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  Because broadly what I'm seeing is people are being too generic
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  with the wording of
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  SPEAKER_00: their prompts.
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  SPEAKER_00: And it's not strictly about word count.
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  SPEAKER_00: The longer the prompt doesn't equal the better.
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  SPEAKER_00: And in fact,
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  sometimes you can accidentally create a long prompt that gives
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  conflicting
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  SPEAKER_00: information about what to do.
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  SPEAKER_00: I've seen that as well.
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  SPEAKER_00: Instead,
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  SPEAKER_00: you want to be very specific about what you want the AI to analyze,
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  SPEAKER_00: what the goals are,
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  SPEAKER_00: and what your expected outcome is going to be.
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  SPEAKER_00: Because if you give AI a spreadsheet and say,
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  SPEAKER_00: where are the content gaps,
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  SPEAKER_00: it's going to find a ton of gaps in your content.
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  If you're a personal injury attorney and you tell it you're a
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  personal injury
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  SPEAKER_00: attorney,
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  SPEAKER_00: you ask it to find the content gaps,
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  SPEAKER_00: it's going to find that
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  SPEAKER_00: the articles that you probably don't want to write, right?
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  SPEAKER_00: It's,
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  SPEAKER_00: it's probably going to find like how much can a car accident settle,
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  or can I get a lawyer to work pro bono or all of the super
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  common search queries
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  that attorneys like to ignore because they don't serve our
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  business goals.
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  SPEAKER_00: I'm not knocking anybody.
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  SPEAKER_00: That's just, that's just the facts.
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  SPEAKER_00: You know, we don't cater to the pro bono keywords because
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  Somebody looking for a pro bono attorney probably isn't going
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  to be a good client for us.
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  SPEAKER_00: So let's just face facts.
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  SPEAKER_00: So if you don't give the AI tool,
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  SPEAKER_00: those constraints,
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  it's going to find opportunities that won't necessarily serve
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  your bottom line,
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  SPEAKER_00: which by the way,
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  SPEAKER_00: is been the problem with AI tool or,
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  SPEAKER_00: uh,
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  SPEAKER_00: SEO tools and keyword suggestion,
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  SPEAKER_00: suggestion tools in the law firm industry for a long time.
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  SPEAKER_00: Right.
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  The keyword suggestions that are the most popular are usually
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  the ones you don't
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  SPEAKER_00: want to write for.
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  SPEAKER_00: So give it constraints.
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  You need to make sure the AI tool knows what your website
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  business goals are,
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  which are to attract leads within your niche and to convert
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  them into clients.
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  And converting them into clients within the context of our
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  website means two specific things.
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  And again,
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  specificity within our prompts is really important because with
• 12:49
  our website,
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  You know,
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  if you tell ChatGPT,
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  we want more clients,
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  it doesn't really know.
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  SPEAKER_00: And nobody really knows.
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  Nobody really knows,
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  like,
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  the proper headline configuration that converts more clients.
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  SPEAKER_00: And if anyone did, it would be these big, huge national regional firms.
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  SPEAKER_00: And let's just assume they have it figured out,
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  SPEAKER_00: go to their websites,
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  SPEAKER_00: copy what they put,
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  SPEAKER_00: if that's what you want,
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  SPEAKER_00: right?
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  But really,
• 13:18
  the exact wording to get more clients,
• 13:21
  that's something we'll probably never know.
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  I mean,
• 13:23
  maybe,
• 13:23
  but you know,
• 13:24
  something we definitely don't know right now.
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  SPEAKER_00: And it's something that AI doesn't know.
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  SPEAKER_00: There's no internet document out there that AI has crawled.
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  No law firm gave OpenAI or Claude their proprietary marketing
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  data when these
• 13:38
  SPEAKER_00: agents or these LLMs were being trained.
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  SPEAKER_00: So it just doesn't know even if that information existed.
• 13:47
  SPEAKER_00: Right.
• 13:48
  SPEAKER_00: And so unless you give it the proper constraints and say,
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  SPEAKER_00: this is the content we have on our website,
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  we want to write about content that serves our business goals
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  and ultimately gets
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  SPEAKER_00: us clients.
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  We get clients when people visit our website and they call and
• 14:05
  fill or fill out a form.
• 14:07
  SPEAKER_00: And I'll talk a little bit more about that.
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  SPEAKER_00: Those are the two ways you actually generate clients from a website.
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  SPEAKER_00: And if you don't specify that,
• 14:15
  you're going to get a lot of feedback that doesn't necessarily
• 14:18
  apply to law firms
• 14:21
  SPEAKER_00: and that particular type of business goal.
• 14:23
  SPEAKER_00: So download a spreadsheet of your content,
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  SPEAKER_00: upload it to whatever AI tool you're using,
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  SPEAKER_00: give it context,
• 14:32
  SPEAKER_00: give it specific prompts,
• 14:34
  SPEAKER_00: not wordy prompts,
• 14:36
  SPEAKER_00: specific content.
• 14:37
  SPEAKER_00: tightly focused ones,
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  and then ask it to help you find opportunities and also ask it
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  to help you find the
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  SPEAKER_00: duplicate content.
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  One thing that's a big problem that people don't really pay
• 14:52
  enough attention to is
• 14:53
  SPEAKER_00: duplicate content or competition within our website for similar keywords.
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  SPEAKER_00: So if you have a, you got to think of a city, Austin, Texas,
• 15:06
  SPEAKER_00: bicycle accident practice area page.
• 15:09
  SPEAKER_00: You have a practice area page dedicated to Austin bicycle accidents.
• 15:14
  SPEAKER_00: Let's, let's say that's what you're doing right now.
• 15:16
  SPEAKER_00: Um,
• 15:17
  and you publish a blog that's the blog is titled top 10 things
• 15:24
  you need to know
• 15:25
  SPEAKER_00: about Austin bicycle accidents.
• 15:27
  SPEAKER_00: Right.
• 15:29
  SPEAKER_00: Um,
• 15:30
  The blog page is at risk of cannibalizing or taking away the
• 15:36
  traffic from this page
• 15:38
  SPEAKER_00: by ranking better than the practice area page.
• 15:41
  SPEAKER_00: And we want the practice area pages to rank better than our blog pages.
• 15:47
  SPEAKER_00: That's what we want.
• 15:49
  SPEAKER_00: And the practice area pages are top level,
• 15:53
  high authority pages that we should all be focused on building
• 15:57
  and supporting.
• 15:58
  SPEAKER_00: So if you have a bunch of blog content on that same topic,
• 16:02
  SPEAKER_00: on that same location,
• 16:03
  SPEAKER_00: it doesn't necessarily help the practice area page.
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  SPEAKER_00: It hurts it by competing for that same traffic.
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  SPEAKER_00: And so if you have a list of all the pages you have on the site,
• 16:15
  ChatGPT or any LLM tool can help you figure out ways to
• 16:19
  consolidate that into a
• 16:21
  SPEAKER_00: more tightly focused set of pages.
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  Second way you can use AI to properly do a site audit and get
• 16:32
  some meaningful
• 16:33
  SPEAKER_00: feedback about is help you prioritize issues.
• 16:38
  SPEAKER_00: Because there are many well-run websites with huge SEO issues.
• 16:46
  Here on Substack,
• 16:48
  if you go back to February,
• 16:50
  you'll see I did an article on Morgan & Morgan's
• 16:55
  SPEAKER_00: content and website design.
• 16:56
  And I think even before that,
• 16:57
  that was the second article I did on Morgan & Morgan's website.
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  SPEAKER_00: The first one, I go into their issues list as reported by Screaming Frog.
• 17:07
  SPEAKER_00: And looking over that issues list, I'm just remembering it.
• 17:10
  SPEAKER_00: There were problems with the Morgan & Morgan site.
• 17:14
  Problems that if they were just a normal law firm getting
• 17:17
  pitched by a normal SEO company and
• 17:20
  SPEAKER_00: That SEO company would say,
• 17:22
  SPEAKER_00: oh,
• 17:22
  SPEAKER_00: you got some big issues here,
• 17:24
  SPEAKER_00: here,
• 17:24
  SPEAKER_00: here,
• 17:24
  SPEAKER_00: here,
• 17:25
  SPEAKER_00: your,
• 17:25
  your current SEO or your current SEO marketing team aren't
• 17:29
  doing the right things.
• 17:30
  You know,
• 17:30
  they would use it as a selling point to get Morgan & Morgan to
• 17:34
  sign.
• 17:34
  SPEAKER_00: Those are the kinds of issues we're talking about.
• 17:37
  Yet Morgan & Morgan has no issues ranking in Google and no
• 17:42
  issues showing up in the
• 17:43
  SPEAKER_00: map pack,
• 17:44
  SPEAKER_00: but they,
• 17:45
  SPEAKER_00: they still have these little small technical issues.
• 17:48
  And even going outside the legal industry,
• 17:51
  pick any huge website,
• 17:53
  pick Facebook.
• 17:54
  SPEAKER_00: Facebook has coding issues with their website.
• 17:58
  SPEAKER_00: They have glitches like every site does.
• 18:01
  SPEAKER_00: And one of the,
• 18:03
  SPEAKER_00: I'm not going to call it tricks,
• 18:05
  but one of the important things in practicing SEO or practicing
• 18:09
  marketing is
• 18:10
  understanding the difference between what's important to work
• 18:13
  on and invest your
• 18:14
  SPEAKER_00: time and money into and
• 18:16
  SPEAKER_00: And what's just filling somebody's plate?
• 18:18
  SPEAKER_00: What's just populating a task list with busy work?
• 18:22
  And a lot of SEO issues I see reported in audits or in these
• 18:27
  chat GPT audits are
• 18:29
  SPEAKER_00: just not worth fixing.
• 18:31
  Adding two or one extra backlink to or one extra internal link
• 18:36
  to a page isn't
• 18:38
  SPEAKER_00: going to make any difference.
• 18:39
  SPEAKER_00: The way most websites are set up, they're naturally going to have a
• 18:43
  broad network of internal links unless you just hired somebody
• 18:48
  who just graduated
• 18:49
  SPEAKER_00: college and it's their first website ever.
• 18:51
  Like most like good web development companies are going to
• 18:55
  naturally build you a
• 18:56
  SPEAKER_00: site that has internal links.
• 18:59
  And it's not even something they'll think about or have to like
• 19:03
  discuss with you.
• 19:04
  SPEAKER_00: It'll just be part of the site build out.
• 19:07
  It's one of the things that I look at to determine if a site is
• 19:12
  well built or not.
• 19:14
  SPEAKER_00: is how well it naturally inserts these internal links,
• 19:18
  SPEAKER_00: not necessarily in the content,
• 19:19
  SPEAKER_00: but in the sidebar,
• 19:20
  SPEAKER_00: in the menu,
• 19:21
  SPEAKER_00: in the footer.
• 19:22
  SPEAKER_00: All of those are internal links,
• 19:24
  SPEAKER_00: not necessarily in page links or within the blog,
• 19:28
  SPEAKER_00: but they count for SEO purposes.
• 19:32
  SPEAKER_00: So I'm commonly seeing this SEO feedback with add more internal links.
• 19:36
  SPEAKER_00: And it's like, there are 20 internal links on that page already.
• 19:40
  SPEAKER_00: What's one more going to do?
• 19:41
  SPEAKER_00: So
• 19:42
  SPEAKER_00: Give it your SEO issues list,
• 19:45
  SPEAKER_00: even if AI generates it initially,
• 19:49
  SPEAKER_00: and ask it a laser-focused question.
• 19:51
  SPEAKER_00: And also keep in mind, even Screaming Frog will give me false positives.
• 19:58
  SPEAKER_00: If I see an issue reported in Screaming Frog,
• 20:01
  SPEAKER_00: before I take it to the law firm owner,
• 20:04
  SPEAKER_00: I take the extra step of making sure it's really real.
• 20:08
  SPEAKER_00: And if you...
• 20:11
  use Google Search Console or your owner gets email
• 20:15
  notifications for Google Search
• 20:17
  SPEAKER_00: Console,
• 20:18
  you already know exactly what I'm talking about when I say
• 20:21
  false positives.
• 20:22
  SPEAKER_00: Because Google Search Console,
• 20:24
  SPEAKER_00: the tool,
• 20:25
  will automatically notify you if Google detects some sort of
• 20:29
  crawl issue or
• 20:31
  SPEAKER_00: indexing issue or redirect issue.
• 20:35
  You already get,
• 20:37
  most likely,
• 20:38
  unless you're not using Google Search Console,
• 20:40
  You already get emails of these SEO issues that an audit would
• 20:48
  normally diagnose.
• 20:50
  SPEAKER_00: Not all those are worth fixing.
• 20:52
  SPEAKER_00: And I get forwarded those emails by attorneys all the time.
• 20:56
  SPEAKER_00: Hey, Tiffany, you know, will you take a look at this?
• 20:57
  SPEAKER_00: Do we need to do something about it?
• 21:00
  SPEAKER_00: Most like 90% of the time, no, we don't need to do anything about it.
• 21:03
  SPEAKER_00: That page is de-indexed on purpose.
• 21:06
  SPEAKER_00: Or yeah, we replaced this page with the new one.
• 21:09
  SPEAKER_00: Or...
• 21:10
  Google didn't crawl at this time,
• 21:12
  but there's actually no issue on the site.
• 21:15
  SPEAKER_00: Sometimes that happens.
• 21:16
  Again,
• 21:16
  we're dealing with sending signals back and forth from one
• 21:19
  server to another.
• 21:20
  SPEAKER_00: A two-second outage affects the crawl results.
• 21:25
  And we got to keep that in mind because that affects ChatGPT
• 21:27
  too,
• 21:28
  or LLMs too.
• 21:30
  SPEAKER_00: I got to quit saying ChatGPT.
• 21:32
  SPEAKER_00: So give whatever issue list you have.
• 21:36
  Whatever punch list an SEO company sent you in a proposal to
• 21:41
  help prove to you how
• 21:42
  SPEAKER_00: badly you need to hire them,
• 21:44
  SPEAKER_00: any kind of screaming frog or other similar tool,
• 21:47
  SPEAKER_00: that kind of audit,
• 21:49
  give the issue list to ChatGPT with the context of all of the
• 21:54
  pages on your site.
• 21:55
  This is why I like working in projects so we can go back and
• 21:58
  reference old
• 21:58
  SPEAKER_00: documents and keep chats of a similar page.
• 22:02
  SPEAKER_00: project nature together.
• 22:04
  SPEAKER_00: So,
• 22:05
  SPEAKER_00: you know,
• 22:05
  SPEAKER_00: that that's,
• 22:05
  SPEAKER_00: you know,
• 22:06
  that's one really good way to use these LLMs kind of siloing
• 22:09
  your projects.
• 22:11
  SPEAKER_00: So with the context of everything on your site,
• 22:13
  SPEAKER_00: have it tell you like,
• 22:15
  which of these issues are worth dedicating your time and your
• 22:19
  team's attention to
• 22:20
  SPEAKER_00: fixing and which you can live with.
• 22:23
  SPEAKER_00: And really there, there, I,
• 22:27
  I don't know of many other than just blatantly having your site
• 22:31
  not indexed or
• 22:32
  SPEAKER_00: de-indexed on purpose.
• 22:34
  I can't think of many technical SEO issues that can't be
• 22:38
  overcome with just a lot
• 22:39
  SPEAKER_00: of brand marketing,
• 22:40
  SPEAKER_00: I'm being honest.
• 22:42
  So the third way you can use AI to better audit your site is
• 22:47
  through visuals.
• 22:50
  SPEAKER_00: Now with websites,
• 22:53
  websites are essentially a file directory that lives on a
• 22:57
  server somewhere,
• 22:58
  SPEAKER_00: you know,
• 22:58
  SPEAKER_00: think of your,
• 22:59
  SPEAKER_00: my documents folder and all of the pages and not just the pages,
• 23:03
  but all of the files and code that actually run your site are
• 23:08
  stored in separate
• 23:09
  SPEAKER_00: documents within the file directory.
• 23:12
  SPEAKER_00: That is your website.
• 23:14
  And with websites,
• 23:17
  what your website says and how it looks are separate files.
• 23:24
  SPEAKER_00: how it looks is controlled by CSS, cascading style sheets.
• 23:28
  And this is where developers tell your website when it loads on
• 23:35
  a browser,
• 23:36
  SPEAKER_00: this is how you should look,
• 23:37
  SPEAKER_00: roughly.
• 23:38
  SPEAKER_00: That's what the CSS file does.
• 23:40
  SPEAKER_00: And so when a machine reads that file,
• 23:43
  SPEAKER_00: a machine is reading that,
• 23:45
  SPEAKER_00: oh,
• 23:45
  SPEAKER_00: this button is so many pixels wide,
• 23:48
  SPEAKER_00: or this font is so many pixels tall,
• 23:51
  SPEAKER_00: or
• 23:52
  SPEAKER_00: this background is this color,
• 23:55
  SPEAKER_00: you know,
• 23:55
  SPEAKER_00: the,
• 23:55
  SPEAKER_00: the,
• 23:56
  SPEAKER_00: the machines are reading this information,
• 23:59
  but they're not visualizing it the way that humans visualize a
• 24:02
  website with their
• 24:03
  SPEAKER_00: eyeballs.
• 24:04
  SPEAKER_00: Right.
• 24:05
  SPEAKER_00: Um, and, but that's not to say they can't.
• 24:09
  One thing that I really like to do with chat to PT and I do it
• 24:12
  often for work and
• 24:14
  SPEAKER_00: for personal stuff is to upload an image.
• 24:17
  SPEAKER_00: And by the way, Google can do this too.
• 24:19
  SPEAKER_00: Just regular Google search.
• 24:20
  SPEAKER_00: One of my like,
• 24:22
  SPEAKER_00: I'm into gardening.
• 24:22
  SPEAKER_00: I'll just depart from talking about marketing for like two seconds.
• 24:26
  SPEAKER_00: I'm really into gardening.
• 24:27
  SPEAKER_00: I got a lot of plants going on outside.
• 24:29
  SPEAKER_00: I get curious.
• 24:31
  SPEAKER_00: I pull a weed and I'm like, what is this?
• 24:33
  SPEAKER_00: Like, I want to know the name of it.
• 24:35
  SPEAKER_00: You open up Google, use Google Lens, take a picture of it.
• 24:39
  And Google will tell you with a pretty good degree of accuracy
• 24:43
  what the plant is.
• 24:45
  SPEAKER_00: And ChatGPT does the same thing too.
• 24:47
  SPEAKER_00: Google has done that for years.
• 24:49
  SPEAKER_00: That feature predates AI tools.
• 24:51
  SPEAKER_00: So it's old, but ChatGPT has that as well.
• 24:54
  SPEAKER_00: And so you can upload photos to it and ask ChatGPT questions.
• 24:58
  I actually did that trying to figure out if there are some ants
• 25:01
  I should worry
• 25:02
  SPEAKER_00: about in the yard.
• 25:04
  I uploaded a picture of the ants and it told me exactly what
• 25:06
  type of ant it was.
• 25:08
  SPEAKER_00: And it even described the ant, which is nice.
• 25:11
  SPEAKER_00: You can do the same thing with your website.
• 25:13
  SPEAKER_00: Take a screenshot of your website or a mock-up or a Figma design.
• 25:21
  SPEAKER_00: Upload that as a PNG or an image to your chat, your prompt.
• 25:27
  SPEAKER_00: Again,
• 25:27
  SPEAKER_00: it's nice if you keep all these things in a file,
• 25:31
  SPEAKER_00: like a project file within these LLM tools.
• 25:34
  SPEAKER_00: You can organize the projects that way and ask it to
• 25:39
  SPEAKER_00: like review the design and layout of your site.
• 25:43
  SPEAKER_00: I'm not sure it can do it the same way just by reading the CSS file.
• 25:47
  SPEAKER_00: If you, if you do manage to set up child gpt to crawl CSS files.
• 25:54
  SPEAKER_00: So the image is the next best thing.
• 25:56
  SPEAKER_00: And it's actually something you don't even need to like program AI to do.
• 26:01
  SPEAKER_00: You can just take a screenshot, upload the image.
• 26:04
  SPEAKER_00: But like I said earlier, you know, with AI,
• 26:10
  SPEAKER_00: The longer, the longer prompts aren't necessarily better.
• 26:14
  SPEAKER_00: It's the specificity.
• 26:15
  SPEAKER_00: And so if you upload a screenshot of your website to AI,
• 26:20
  SPEAKER_00: ask it for design feedback,
• 26:23
  SPEAKER_00: it's going to give you design feedback without constraint.
• 26:27
  SPEAKER_00: But with a law firm website, I'm bringing it back.
• 26:31
  SPEAKER_00: Our two main goals are calls and form fills.
• 26:36
  SPEAKER_00: That's what we're trying to do on a law firm site.
• 26:40
  SPEAKER_00: Go to Morgan & Morgan, look at their homepage.
• 26:43
  SPEAKER_00: What do you notice?
• 26:44
  SPEAKER_00: Brand, phone number, form.
• 26:46
  And that's what a lot of high performing law firm websites are
• 26:53
  set up to do.
• 26:54
  SPEAKER_00: Their homepage is essentially a glorified landing page.
• 26:58
  SPEAKER_00: And they're not making it entertaining.
• 27:02
  SPEAKER_00: They're not trying to pull the visitor further into their site.
• 27:10
  SPEAKER_00: They're not trying to make any tricks.
• 27:12
  They're not quizzes on the site unless they've added one since
• 27:15
  I've looked at it.
• 27:16
  SPEAKER_00: They're just trying to get you to call and fill out a form.
• 27:20
  SPEAKER_00: And that's all you should be worried about as well.
• 27:22
  Because whether or not somebody visits our site,
• 27:25
  reads a blog,
• 27:26
  that's great.
• 27:27
  SPEAKER_00: But it doesn't help our bottom line.
• 27:30
  SPEAKER_00: And there are a lot of curious people on the internet.
• 27:32
  And there are a lot of niche blogs,
• 27:35
  articles you can publish that will generate a lot of views.
• 27:38
  SPEAKER_00: And that's great.
• 27:39
  SPEAKER_00: But at the end of the day, we want people to visit our site and call us.
• 27:43
  SPEAKER_00: People visit our site and fill out a form.
• 27:46
  SPEAKER_00: And I mean,
• 27:46
  SPEAKER_00: even if they're not visiting our site to do one of those two things,
• 27:50
  SPEAKER_00: and I'll bring up,
• 27:51
  SPEAKER_00: this is like a secret third goal of your website.
• 27:55
  SPEAKER_00: But people,
• 27:58
  SPEAKER_00: one thing that people do,
• 28:00
  like let's say I've been referred to an attorney who handles
• 28:04
  car accidents.
• 28:06
  SPEAKER_00: And I...
• 28:08
  SPEAKER_00: reach out, call them, talk to them.
• 28:10
  SPEAKER_00: They send me a fee agreement.
• 28:13
  SPEAKER_00: First fee agreement I've ever seen in my life.
• 28:15
  SPEAKER_00: And they want me to sign it.
• 28:17
  SPEAKER_00: I,
• 28:18
  SPEAKER_00: you know,
• 28:18
  SPEAKER_00: I understand this is big and important,
• 28:21
  SPEAKER_00: but I'm not going to read every word of that fee agreement.
• 28:24
  SPEAKER_00: I doubt anyone has.
• 28:25
  SPEAKER_00: I mean, maybe a few, but you know, most people aren't microanalyzing it.
• 28:28
  SPEAKER_00: They're probably running it through chat GPT and chat GPT is telling them
• 28:33
  SPEAKER_00: you know,
• 28:34
  SPEAKER_00: the attorney is going to claim this percentage of your settlement,
• 28:37
  SPEAKER_00: they're going to do this,
• 28:38
  SPEAKER_00: they're going to do this,
• 28:38
  SPEAKER_00: they're not going to do this,
• 28:39
  SPEAKER_00: they're not going to do this.
• 28:41
  And so they're getting a lot,
• 28:43
  there's a lot of fear around putting that signature on the
• 28:46
  line.
• 28:47
  SPEAKER_00: And if they're,
• 28:49
  SPEAKER_00: you know,
• 28:49
  unsure if they should hire you versus another firm that has
• 28:54
  maybe more reviews,
• 28:55
  SPEAKER_00: or maybe that they've seen on TV that
• 28:58
  SPEAKER_00: they're going to visit your website to confirm their choice, right?
• 29:02
  That's what we see a lot with law firm websites that the
• 29:05
  website may not get
• 29:06
  SPEAKER_00: visited,
• 29:07
  SPEAKER_00: you know,
• 29:08
  SPEAKER_00: ever,
• 29:09
  SPEAKER_00: you know,
• 29:09
  SPEAKER_00: by the potential client until they're ready to sign the fee agreement.
• 29:13
  SPEAKER_00: And when it's time to sign the fee agreement, they're visiting the site.
• 29:18
  They want to make sure we're going to be a law firm that lives
• 29:21
  up to their
• 29:21
  SPEAKER_00: expectations,
• 29:23
  SPEAKER_00: that helps them.
• 29:24
  SPEAKER_00: That's not going to rip them off.
• 29:25
  SPEAKER_00: Again,
• 29:26
  SPEAKER_00: They don't know anything about personal injury.
• 29:28
  SPEAKER_00: So in their imaginations, anything could happen.
• 29:30
  You know,
• 29:31
  they could be sued by you for all that,
• 29:32
  you know,
• 29:32
  for all they know.
• 29:34
  And so they want to ease their concern by visiting your website
• 29:38
  and essentially
• 29:40
  like making sure the choice that they've already made to hire
• 29:43
  you is the right one.
• 29:45
  SPEAKER_00: And so your website ultimately has three goals.
• 29:48
  SPEAKER_00: I guess two, if you condense it, live long and prosper.
• 29:52
  SPEAKER_00: Calls.
• 29:53
  SPEAKER_00: form fills, and to affirm somebody's choice to hire you.
• 29:58
  And when you upload an image of your site to ChachiBT,
• 30:01
  you want to give it that constraint.
• 30:04
  SPEAKER_00: So it doesn't just go off the rails, giving you feedback.
• 30:07
  SPEAKER_00: It's like your logo should be bigger or use this color here.
• 30:10
  A lot of times those small subjective choices don't matter as
• 30:15
  much as if your
• 30:18
  SPEAKER_00: website is engineered to what I used to say,
• 30:21
  SPEAKER_00: get people where they were going.
• 30:23
  SPEAKER_00: Because that's what we're trying to do.
• 30:25
  SPEAKER_00: We're trying to get them to sign a fee agreement.
• 30:27
  SPEAKER_00: We're trying to get them to call us.
• 30:28
  We're trying to get them to fill a form because that's where
• 30:31
  they're going if they
• 30:31
  SPEAKER_00: have a legal issue and they're visiting our site,
• 30:34
  SPEAKER_00: hopefully,
• 30:34
  SPEAKER_00: right?
• 30:36
  SPEAKER_00: So those are my favorite three ways to use AI to audit your site,
• 30:43
  SPEAKER_00: make design choices,
• 30:45
  SPEAKER_00: make SEO choices.
• 30:47
  SPEAKER_00: And it's a big decision.
• 30:49
  SPEAKER_00: Your website, even if
• 30:53
  SPEAKER_00: even if nobody uses Google to find an attorney,
• 30:57
  SPEAKER_00: you know,
• 30:58
  SPEAKER_00: just pretend with me for just a second before we end this,
• 31:01
  SPEAKER_00: but like,
• 31:01
  SPEAKER_00: let's just imagine that nobody uses Google to find an attorney.
• 31:08
  SPEAKER_00: They just stop.
• 31:09
  SPEAKER_00: And that's, that's not what people do anymore.
• 31:12
  SPEAKER_00: People are still going to visit your website.
• 31:15
  So your website still has value and meaning outside of this
• 31:18
  broader SEO conversation.
• 31:22
  SPEAKER_00: And so
• 31:23
  I really want to break people out of like the website is for
• 31:27
  search engine optimization.
• 31:28
  SPEAKER_00: The website is for Google.
• 31:29
  SPEAKER_00: No,
• 31:30
  SPEAKER_00: your website is for people and it's for,
• 31:32
  it's the hub of your marketing and it deserves more than just
• 31:37
  getting needled with
• 31:38
  SPEAKER_00: little SEO tweaks.
• 31:40
  SPEAKER_00: You really need to think about the big picture and what like, um,
• 31:47
  task or no,
• 31:48
  no,
• 31:48
  a task,
• 31:49
  what responsibility your website serves,
• 31:51
  what function it serves.
• 31:52
  SPEAKER_00: Thank you.
• 31:53
  SPEAKER_00: I don't know who I said,
• 31:54
  SPEAKER_00: thank you to myself,
• 31:55
  SPEAKER_00: but you,
• 31:56
  SPEAKER_00: you gotta think about the bigger picture because we're,
• 31:58
  SPEAKER_00: we're not just going after traffic from Google with our website.
• 32:02
  SPEAKER_00: We're trying to convince people to hire us.
• 32:05
  SPEAKER_00: And it's through that lens.
• 32:06
  SPEAKER_00: I really want people to look at their site and,
• 32:09
  SPEAKER_00: and stop,
• 32:10
  SPEAKER_00: you know,
• 32:10
  SPEAKER_00: overweighting a search engine essentially.
• 32:14
  SPEAKER_00: Thank you all so much for joining with me today.
• 32:16
  SPEAKER_00: I hope you learned something.
• 32:17
  SPEAKER_00: I leave a comment on the video or email me if you have a question.
• 32:21
  SPEAKER_00: Talk to you guys soon.