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- [00:01]
A
Hey, everyone. One of the biggest things happening in marketing right now is the evolution of search. And people's traffic from old school Google search is going down, down, down. Today I'm going to walk you through how to get your AI search traffic, your traffic from ChatGPT, perplexity and the LLMs to go up, up and up. I'm going to give you a free tool to help you make AI search friendly content. I'm going to show you how to do it all. Let's get into today's show.
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B
We'll be right back to today's show.
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A
But first I gotta tell you about.
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B
A week that you're not gonna wanna miss. It is a highlight of my year. Every year. It is inbound, which is HubSpot's annual event where we bring together the best attendees, the best speakers, the best experts in sales, in marketing, customer success, in AI. We all learn together and we all figure out how to grow our businesses.
- [00:53]
A
Better in the coming year.
- [00:55]
B
And this year, it's no exception. It's a fire lineup. It's going to be at the Moscone center in San Francisco, California, September 3rd through the 5th. So it's a great way to kind of close out Q3 and kick off Q4 really strong and have your heads right for 2026. Because you're going to learn and hear from Amy Poehler, Dario Amadi of Anthropic, Darkesh Patel, Sean Evans from Hot Ones, Marquise Brownlee, Glennon Doyle, and the world's best speakers and experts across marketing, sales, customer service, AI. They are all at Inbound. Hundreds of amazing sessions. And you know, it's more than just the sessions. It's about the networking. It's about learning from your fellow attendees, your peers, understanding what people are doing really well, where people are getting stuck. That is how you break out. That is how you are going to grow better and faster in 2026. You're not going to want to miss it. You can go to inbound.com register to secure your ticket and your spot for Inbound 2025.
- [02:14]
A
Okay, so the show is all about how do I get more visibility in AI search engines? And the first thing you need to do is understand how to do that. If you haven't already, go back and watch our show with Asia Frost. We do a massive deep dive in AI SEO. The trends, the fundamentals that you need to understand to be successful in this new era of AI search. Okay. I want to go through with you kind of the next natural iteration here. And that is now that you understand the principles we talked about that episode. You're gonna wanna go and create content for these AI search engines. And to do that, I thought I would help you today. I thought I would show you how to make a custom GPT to do that and a custom GPT setting an agent inside of ChatGPT. I'll be honest with you, I was kind of struggling at what to do for a show today and I was going back and forth and I got this idea from a conversation and ChatGPT says, hey, build a zero click content optimizer. And that's like kind of a dorky way of saying it. And I was having a conversation with it around. What is this new O3 Pro model which we have yet to talk a ton about on the show? What's it really good at and what parts of marketing should it really be helping with? So I was in O3, just a regular O3 and it gave me an idea to create this optimizer agent. It gave me some code, gave me instructions, it was great. Then I said to O3Pro, make this even better. And O3Pro thought for 24 minutes and 21 seconds. And what it did is it made a full markdown prompt. This is a very technical way of saying a set of technical instructions for, for custom GPT to make this zero click content optimizer agent. It gives it all the rules, it gives it the exact workflow it wants to do. It is pretty awesome. And so what I'm doing now is I'm gonna take all this entire prompt and I am going to just drop it here in my custom GPT. And again, for those who aren't familiar, you can go to ChatGPT on the left hand sidebar, hit create a GPT and this is the screen that comes up and this is configure. And so I'm calling this an AI SEO content builder. And this GPT creates AI friendly content to increase the likelihood of showing up in zero click search results. And so I've added this prompt and this is basically a set of instructions. It's telling it your mission is to write one source article so thoroughly that leading AI assistance ChatGPT perplexity Gemini Claude quote and summarize it verbatim when answering the target query. So it's really looking at these conversations, the specific subset of them as search conversations here. So this is really good. It's got some very interesting rules in terms of oh, start with a less than 45 word answer that directly answers the question around the topic, right? And so these are pretty cool. The other thing I like about custom GPTs is that you can upload knowledge. And so one of the other things I did is I did a deep research project in ChatGPT on AI SEO best practices. And one of the things we also haven't talked about on the show yet, but I love now when you have it do deep research, it puts it in a canvas like this detailed kind of text box. And in this canvas you can easily share a link just to the deep research or download a PDF of the deep research, which I love. So I had chat GPT do it. I'm giving this GPT all of the knowledge that we have found about AI SEO best practices so that when it's making decisions and following these instructions, it has the context to do so. Recommended model. We're gonna say O3 Pro. This is really important work. If this work is sloppy or low quality, we're not gonna get ranking. We are not going to be successful. So you would rather aim for high, higher quality than speed in this type of work. Cause you are trying to get better rankings on these really important search queries. We don't need to create a new action. So we're gonna go and now create this. I will let anyone with the link use this GPT. Maybe I will share it with all of you. Leave the comments if you want me to share this with you, but I'm showing you exactly how to build it yourself as well. I'm gonna go, I'm gonna view my GPT and now I have some topics to test this with. Here is an example of a topic that people would search in a search engine. How is HubSpot CRM better than spreadsheets in 2025? And I say, hey, highlight. Easy setup and our unified data. So now putting this into our brand new GPT. Look, I, I'm gonna get real with you all. I love O3 Pro. O3 Pro has been great and I've been using it for a lot of tasks. It's very, very smart. But that smartness comes at a trade off. It is not that fast relative to all the other AI models. I think it's hilarious, right? I'm like, oh, this model's kind of slow and not that fast. I'm like three years ago me would have thought this was the most life changing output of all time and would have been fine if it took a week to, to have happen, right? And now I'm like, oh it's like 10 minutes, I don't know, like I just need to get a grip. So what is this doing? Just to make sure everybody understands, I gave it a set of instructions and then I could take anything that I either think or know my audience searches for in these AI search engines. And I just put that topic right into my custom GPT and it will write a custom page of information that is reverse engineered to give a remarkable answer on this topic so that those AI tools and the LLMs will find this information and use it and cite it and hopefully even say it verbatim, because it's saying the stuff that I believe to be true in the world about, in this case, HubSpot CRM. And that will be really, really remarkable. And that is is a really powerful way to win the AI search game in a way that nobody's thinking about right now. Have you been thinking about building web pages for robots and LLMs, or have you been thinking about building those pages for traditional Google search and for humans versus the AI search engines? And that's what today's show is all about. Hey, everyone, if you're like me, you.
- [09:04]
B
Love learning from the best and you just love learning, period. And a podcast that is all about learning is one that I love. It's called Billion Dollar Moves. It's hosted by Sarah Chen Spellings. It's brought to you by HubSpot Media. And Sarah's awesome. And she covers really what it takes to build a remarkable business. She's a venture capitalist, she's a strategist. She has really hard questions and wants to find the highs and the lows from the most successful builders and entrepreneurs of our time so that we can all learn from them and make our own billion dollar moves. She's got a great episode around the Big Bet mindset and how you really build bold change for your company. It's awesome. You're going to want to check that out as well as all of her episodes are awesome. Highly recommend. You can listen to Billion Dollar Moves wherever you get your podcasts.
- [09:55]
A
All right, everyone, we have our results. We wanted it to create a page of web content that was AI search friendly. For this specific question, people would ask how HubSpot CRM beats spreadsheets. In 2025, O3 Pro took 13 minutes. That's what I'm saying. It's not fast, but the output's really high quality. You don't have to use O3 Pro. You can use any different model that you may have. And what's interesting is, remember I had it export everything in JSON so it could go into a web editor. And have the right heading and formatting and everything necessary to in order for it to be read well by the AI search engine. And so it says HubSpot CRM outperforms spreadsheets by giving teams a plug and play workspace that's live in minutes and keeps every contact, email, deal and activity in one continuously synced record ending, copy and paste errors in rogue versions for good. So it gave you that tldr, right? That's part of the instructions. It followed it really well. It talks about what problems do spreadsheets create. So what I've done is I've taken this template that AI search engines like based on all these best practices, and I have figured out a way for any topic to have this agent go research, find that information and package it in a way that is really good for AI search engines. Fast Start Checklist One of my big things with AI SEO is that we're moving from just telling people what the answer is to helping people move to action. So it's got all of this and it's done a really, really good job. It also talks about unified data, it talks about pricing, how you can get started for free with HubSpot CRM. It's got all of this marked up perfectly in JSON and it's awesome. And it tells you what the word count is 564 words. The reading level, the keyword density around HubSpot CRM is low, little less than 1% of the density on the page versus spreadsheets that are 0.71%. It talks about what products and entities are covered in this. This is awesome. If you're hiring a consultant, this is what they're gonna go and do manually. And I have just made this for you and I'm giving it to you for free. You could put any topic you want in there. It's gonna give you an output like this. You can go and put it in your website builder, add a couple images and have a really good and compelling page that can start ranking in AI search engines, all for free if you want. We have the link to this custom GPT. It's down in the description. I highly recommend checking it out. Would love to hear feedback as if it's working well for you. But this is going to help you raise your game and win in the era of AI search. Hope this is helpful. Let me know. Leave a comment. We'll see you real soon. On Mark against the green.