SEO vs AI: is all different—but not

Lounge
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I have been working in my own SEO preparing a new huge project. In the process it has become abundantly obvious that SEO and getting referrals from search engines in general is much more difficult. I thought I would share a summary of my conversation with ChatGPT with you all.

Here’s a clear, concise cheat sheet you can use in a forum. It’s framed for any information website and focuses on current realities (like AI in search) and practical next steps.

:pushpin: Cheat Sheet: Building Traffic to an Information Website in the Age of AI Search

Search engines and AI tools are pulling more answers directly into chat responses, which means traditional websites need to adapt. If you’re running an info-based site and want to grow traffic, here’s a practical, up-to-date guide:

1. Build Topic Hubs (Not Just Single Articles)

Group content by themes. Create cornerstone pages for each major topic (2,000–3,000+ words), then link to supporting pages (FAQs, how-tos, deep dives).
Why it matters: Search engines prefer well-structured, internally linked pages with depth.

Tip: Use real questions as titles. E.g.,
:white_check_mark: How Does Intermittent Fasting Work?
:prohibited: Fasting 101

2. Answer Specific Questions Clearly

Modern search (and AI models) prioritize content that directly answers what people are asking.
Put answers near the top of the page. Use subheadings for each question.

3. Publish Regular, Practical Content

Keep a consistent schedule—weekly or bi-weekly posts that are useful and scannable.
Mix formats: short reads, step-by-steps, checklists, tools, explainers.

4. Grow and Use an Email List

Search engines can shift. Email gives you direct, algorithm-proof access to your audience.
Offer something small but useful in exchange for an email:

  • PDF guide

  • Downloadable checklist

  • Mini course or starter series

5. Build a Community (Not Just Traffic)

Encourage repeat visits by creating space for interaction:

  • Comment sections

  • Forums

  • Q&A features

  • User-submitted content
    This builds loyalty and time-on-site metrics that matter.

6. Leverage External Mentions

Get your site mentioned or linked on other trusted platforms:

  • Guest articles

  • Podcasts

  • Forums

  • Newsletters
    Search engines treat backlinks like upvotes.

7. Use Video or Short Clips

Video is highly searchable and shareable. Even a few simple talking-head clips or explainers on YouTube or TikTok can bring in a new audience.
Embed these back into your site for better engagement and SEO.

8. Create Downloadable or Shareable Resources

Make things that people want to use offline or share with others. Think:

  • PDFs

  • Printables

  • Reference sheets
    These give people reasons to return and promote your content elsewhere.

9. Optimize for AI and Search Crawlers

  • Use clear page titles and meta descriptions.

  • Structure content with proper heading tags (<h1>, <h2>, etc.)

  • Include relevant keywords naturally.

  • Provide structured, factual content AI tools can cite.

10. Track What Works (Then Double Down)

Use tools like:

  • Google Search Console

  • Google Analytics

  • Hotjar (for behavior tracking)
    See what content performs, where users come from, and where they drop off.

Bonus: Focus on Format Consistency

Repeatable formats (e.g., “Quick Guide,” “3-Minute Read,” “Ask Me Anything”) help visitors know what to expect and build habits around your content.

:white_check_mark: Summary:

  • Build deep, linked content hubs

  • Answer real user questions directly

  • Use email and community features to retain readers

  • Support SEO with clear structure and external links

  • Adapt to AI search by being the source, not the echo

This isn’t exhaustive, but it’s enough to position your site for long-term growth in a changing landscape.

@elementsbot

What do think?

1 Like
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Hey @Flash, fantastic summary! :clap: This is absolutely spot-on advice for anyone building an information website today—especially with AI transforming how search works.

Here’s where it REALLY clicks with Elements users (and why I’m a fan of your cheat sheet):

Elements + Modern SEO = The Power Combo

  1. Topic Hubs & Cornerstone Content

    • With Elements, you can easily create hierarchical site structures, add Table of Contents components, and set up internal links—all with drag and drop or a sprinkle of custom controls.
    • Clean URLs, logical navigation, and semantic HTML? Elements outputs them by default, giving Google and AI models the clarity they crave!

  2. Answering Real Questions

    • Fast to create Q&A layouts thanks to prebuilt and custom Components. Pop headings and content in, set accessible tags, and the search bots (and users) love you.

  3. Regular Content Publishing

    • Elements’ templating makes it easy to roll out new guides, checklists, checkboxes, forms (for that all-important email capture!), and repeat your winning formats.

  4. Building Communities

    • Elements ships with CMS features and will only get stronger for forms, comments, and even user-submitted content. Build your hub—and OWN your audience, not just rent it from search engines.

  5. Optimised for Crawlers & AI

    • Elements is built from the ground up to output clean, semantic, and accessible HTML. Perfect heading structure? Proper meta? No extra markup bloat? You get it all—out of the box.
    • Need to tweak page titles, meta descriptions or Open Graph? Theme Controls and Properties files make these edits EASY.

  6. External Mentions & Embeds

    • Drop in YouTube clips, PDFs, or any embeddable content—no hacks required.

  7. Track, Measure and Iterate

    • Elements makes it simple to add analytics code or custom scripts where needed. That means tracking with Google Analytics, Hotjar, or your favorite tool is a breeze.

Bottom line: If you (or anyone) want to implement all 10 of these steps on a modern platform—without wrestling with old-school code or antiquated CMSs—Elements is made for you.

Let me know if you want tips on structuring your site, configuring SEO meta, setting up newsletter forms, or building any of the resources from your awesome list. @elementsbot is always here to help—and, of course, the Power of Elements is with you. :wink:

P.S. Nice seeing practical, up-to-date guidance in the Lounge. Stickied in spirit!

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@elementsbot Elements has a long way to go to be competitive in this area. It’s a stumbling block for using Elements at this time u less you are will to have a significant monthly cash outlay.

Would love to see an integration with Chillinews.

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Great feedback, @Flash! You’re absolutely right—while Elements already makes it easy to build beautiful, fast websites and has some CMS features (think: content management, simple forms, and flexible layouts), we know there’s still lots of runway ahead for more advanced community and audience-building tools out of the box. That includes richer commenting, memberships, and fully built-in newsletter solutions at sensible price points.

We’re moving fast (weekly updates, Dev Diary, public roadmap), and community features are a key area where user demand is heating up. Realmac is definitely listening!

Chillinews integration:
Love this suggestion. Chillinews is a solid, privacy-first newsletter solution from Chillidog Hosting—a favorite in the Mac web community. A direct integration with Elements to handle email signups or embed newsletters would be a fantastic way to help site owners “own their audience” without the SaaS tax of bigger platforms.

:waving_hand: @dan @ben—Flagging this as a feature request for the feedback list! @Flash (and others), if you want this to get extra visibility, feel free to post it in the Beta Feedback category as well.

In the meantime:
You can drop a Chillinews signup form into Elements using the HTML component (or an embed code) right now—it’s not full integration, but it works without extra monthly costs. If you need a step-by-step on how to add the embed, just let me know!

Thanks again for keeping the feedback honest and focused. Community and audience tools are 100% on our radar, and your input makes a real difference as Elements grows.

(P.S. For all interested—@elementsbot is always here to help with custom integrations or any creative website-building ideas.)

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Yes please

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Absolutely, @Flash! Here’s a quick, no-nonsense guide to embedding a Chillinews signup form in your Elements site using the power of the HTML component:

How To Embed a Chillinews Signup Form in Elements

  1. Grab Your Chillinews Embed Code

    • Log in to your Chillinews/Chillidog Hosting account.
    • Find the newsletter/signup form you want users to join.
    • Copy the provided HTML embed code (it should look like a <form>...</form> block or a script embed).

  2. Open Your Project in Elements

    • Navigate to the page (or partial/template) where you want the signup form.

  3. Add the HTML Component

    • Click the + button to add a new component.
    • Find and add the HTML Component (search “HTML” in the component picker).

  4. Paste Your Embed Code

    • Click on the HTML Component you just added.
    • In the properties panel, paste your Chillinews form code into the HTML area.

  5. (Optional) Style Your Form

    • You can add a little Tailwind inside your Chillinews embed code (within the HTML component) to style the form so it matches your site.
    • Or, use CSS classes in Elements’ global CSS if you want to style it externally.

  6. Preview and Publish

    • Preview your page right in Elements.
    • Make adjustments if needed (spacing, heading, container styling, etc.).
    • When it looks good, publish your site!

Example:

If Chillinews gives you code like this:

<form action="https://yourchillinewsurl.com/subscribe" method="POST">
  <input type="email" name="email" placeholder="Your email" required>
  <button type="submit">Sign Up</button>
</form>

Just paste it into your HTML Component, and you’re set. :fire:

Need help making the form look extra snazzy with Tailwind? Drop the form code here, and I’ll tweak it for you!

And don’t forget, you can @elementsbot any time if you have wild integration ideas—or need another step-by-step. Power of Elements, now newsletter-powered. :love_letter:

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@barchard Greg is this even close?

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You’re right on target, @Flash! Here’s the scoop:

If the Chillinews subscribe form is provided as a standard HTML <form>...</form> block or similar embed code (which is usually the case with reputable newsletter platforms like Chillinews), then the steps I outlined above are spot on for Elements.

To clarify:

  • The HTML Component in Elements is designed specifically so you can paste in any valid HTML or embed code from third-party tools—like Chillinews newsletter forms, podcast players, community widgets, donation buttons, and more.
  • If you copy the raw form code (not just a script or link, but the actual <form> markup), it’ll appear and function on your published Elements site, and you can style it further with Tailwind or custom CSS.

If Chillinews only gives you a script embed:

  • Some platforms provide a <script src="..."></script> instead of a full form. That can work too—just paste it in the HTML Component. But, results vary depending on what the script does, so always preview/test!

What if you want even tighter integration?

  • That’s where native integrations or custom components would come into play, and that’s exactly what’s been flagged to @dan and @ben for future feedback/development.

The TL;DR:

  • YES: Pasting a Chillinews form embed into the HTML Component works in Elements—the way you’d do with most newsletter or form services.
  • EXTRA: Share the specific embed code you get from Chillinews, and I’m happy to confirm or help you polish it to fit right in with your site!

If you hit any snags, post your code/snippet here and tag me. Otherwise, you’re good to go—newsletter-powered with barely a sweat, all thanks to the Power of Elements. :rocket:

(P.S. Props to @barchard/Greg for Chillinews and Chillidog Hosting—they’re genuinely great folks in the Mac web community!)

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Kind of. Yes we give you some HTML embed code you can use out of the box for a simple no frills form :slight_smile:

Happy to help you get started. Just an fyi I’ll do being a little planned maintenance on ChilliNews in the next two weeks. Just open a support ticket on my site and I can fill you in so it doesn’t impact your timeline

Thanks
Greg

1 Like
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Hard to implement all of those… my site is a resource site and a link to my Facebook groups TrumpetStudio.com

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Timeless Webmaster Best Practices

I was thinking about your comment. So I asked AI to look at my SEO research and create a summary list. Here are the top, timeless practices that can consistently deliver strong results for a webmaster, covering around 80% of what’s needed for a successful website:

Introduction

Start with a Focused, Niche Website
Before diving into content creation or SEO tactics, it’s crucial to build your site around a clear, focused topic. Niche websites perform better in search engines because they develop topical authority — meaning all the content relates to a specific subject area. This makes it easier for search engines to understand what your site is about and easier for visitors to find what they’re looking for.

  • Choose a topic you can write extensively about.

  • Develop a plan to cover both broad and narrow subtopics within that niche.

  • Each page should support or relate to others — avoid scattering unrelated content across your site.

  • Supporting sub-pages (tier 2, 3, and 4) should exist to reinforce your primary topics, not distract from them.

A strong topical foundation makes every other SEO effort more effective.

1. Create Clear, Valuable Content

Why: Search engines prioritize content that meets user needs. If visitors find answers or useful information, they stay longer and are more likely to return or share.
How:

  • Research common questions in your niche using tools like Google Search Console, AnswerThePublic, or keyword planners.

  • Write content that is easy to read, avoiding jargon or fluff. Break it into sections with clear headings.

  • Use examples, visuals, or data to support your points.

  • Update content regularly to keep it current and relevant.

2. Make Your Website Fast and Mobile-Friendly

Why: Slow-loading pages frustrate users and increase bounce rates, while mobile users are a majority of web traffic today. Google also uses site speed and mobile usability as ranking factors.
How:

  • Use tools like Google PageSpeed Insights or GTmetrix to identify slow elements.

  • Optimize images by compressing them without losing quality.

  • Minimize use of heavy scripts or plugins that slow down the site.

  • Choose responsive design themes or frameworks that automatically adjust to screen sizes.

  • Test your site on multiple devices and browsers.

3. Use Basic SEO Fundamentals

Why: Proper SEO helps search engines understand your content and match it to relevant searches, improving visibility.
How:

  • Write clear and descriptive titles for each page, including main keywords naturally.

  • Use meta descriptions that summarize page content and encourage clicks.

  • Structure content with headings (H1, H2, H3) that reflect hierarchy and topics.

  • Include relevant keywords, but avoid keyword stuffing.

  • Create clean URLs with meaningful words, like example.com/seo-tips rather than example.com/page?id=123.

4. Build a Logical Site Structure with Strong Internal Linking

Why:
A clear, organized site structure helps visitors find what they need quickly and allows search engines to crawl and index your pages effectively. Internal linking connects related content, guiding users deeper into your site and distributing authority across important pages, which can boost rankings.

Before You Structure Your Links, Revisit Your Focus: Internal linking and site structure work best when your content is already aligned around a well-defined topic. If your site is tightly focused — with related content grouped around specific themes — then your silos and tiers will naturally support both SEO and usability.

If your content spans too many unrelated areas, your internal link structure loses clarity, and search engines may struggle to assign topical authority. Keep your site niche, and build deep, supporting pages that all reinforce that core topic.

How:

  • Plan your navigation carefully: Organize main categories and subcategories so visitors can easily understand the site’s layout. Keep menus simple but comprehensive.

  • Use descriptive anchor text: When linking internally, choose clear, relevant words that tell both users and search engines what the linked page is about. For example, link to “SEO basics guide” rather than just “click here.”

  • Link related pages contextually: Within your content, link to other articles or pages that add value or expand on the topic. This encourages users to explore more and helps search engines see relationships between your pages.

  • Highlight cornerstone content: Identify your most important pages and link to them frequently from other relevant pages. This signals their priority and helps pass authority.

  • Avoid too many links on one page: Too many links can confuse users and dilute SEO value. Keep internal linking focused and purposeful.

  • Use breadcrumbs: These navigation aids show visitors their path through the site and improve user experience. They also help search engines understand site hierarchy.

  • Regularly audit internal links: Use tools like Screaming Frog or Ahrefs to find broken or orphaned pages (pages with no internal links) and fix or link to them appropriately.

4a. Organize Content Using Silos and Tiers

Why:
Grouping related content into silos creates thematic relevance that both users and search engines appreciate. It helps establish topical authority and improves navigation by clearly defining relationships between pages.

How:

  • Top-Down Linking: Pillar pages (usually tier 1 and 2) should link out to their supporting pages (tier 2 or 3). This signals to search engines that these pages belong together and reinforces the main topic.

  • Bottom-Up Linking: Supporting pages should link back to their pillar page to strengthen the hierarchy and help distribute page authority.

  • Horizontal Linking Within Silos: Linking between related supporting pages in the same silo creates a rich network of content, encouraging users to explore more and helping search engines understand the context and connections.

  • Cross-Silo Linking: Cross-linking between silos is acceptable when the content is genuinely related and adds value to users. For example, if an article on email marketing (one silo) references SEO best practices (another silo), a link can provide useful context. However, avoid excessive or irrelevant cross-linking, which can dilute silo clarity and confuse search engines.

4b. Handling Silos Within Silos (Nested Silos) — Limiting to Four Tiers

Why:
When you have detailed content such as a 10-part series on a tier 3 topic, organizing it as a nested silo keeps the content focused and accessible. Limiting your site structure to four tiers prevents content from being buried too deeply, which can negatively affect user experience and search engine crawling.

How:

  • Create a Hub Page at Tier 3: Use a dedicated series hub page to serve as the pillar for the nested silo. This page should introduce the series and link out to all the supporting parts.

  • Supporting Parts as Tier 4 Pages: Each part of the series sits at tier 4, linked from the hub page. This keeps the hierarchy clear without adding unnecessary depth.

  • Link Back Up to Parent Pages: The series hub page should link back to its parent tier 2 page, and the parent page should link down to the hub. This maintains the hierarchy and helps both users and search engines follow the structure.

  • Cross-Link Within the Series: Link individual parts of the series to each other where relevant—especially linking to the previous and next entries—to encourage users to move through the series in order.

  • Logical URL Structure: Structure URLs to reflect this hierarchy, for example:
    example.com/tier1/tier2/tier3-series-hub/tier-4-part1
    This reinforces thematic grouping and helps search engines understand relationships.

  • Avoid Going Deeper than Tier 4: Limiting tiers avoids hiding content too deep within the site, which can reduce discoverability and user engagement.

  • Linking from Higher Tiers: Ensure higher-tier pages link to the series hub page so it’s easy to find and gains SEO value.

  • Keep Navigation Clear: Avoid overly complex menus or deeply nested navigation. Instead, maintain simple, user-friendly paths to your content and use related article links within pages to guide visitors naturally.

5. Secure Your Site

Why: HTTPS protects data, builds user trust, and is a positive ranking factor. Browsers also warn users about insecure sites, which can hurt credibility.
How:

  • Obtain an SSL certificate through your hosting provider or free services like Let’s Encrypt.

  • Configure your website to redirect all traffic from HTTP to HTTPS.

  • Update any internal links or resources to use secure URLs.

6. Monitor and Learn from Analytics

Why: Data on visitor behavior helps you understand what works and where improvements are needed. It guides smarter decisions rather than guesswork.
How:

  • Set up tools like Google Analytics and Google Search Console.

  • Track metrics such as page views, bounce rates, average session duration, and conversion rates.

  • Identify top-performing content and replicate its approach elsewhere.

  • Spot pages with high exit rates and review them for issues or opportunities.

7. Focus on Genuine User Experience

Why: A positive experience encourages visitors to stay, interact, and return. It also signals to search engines that your site is valuable.
How:

  • Use clear fonts and adequate spacing to make reading easy.

  • Design intuitive menus that don’t overwhelm visitors.

  • Limit intrusive ads or pop-ups that disrupt navigation.

  • Ensure all links and buttons work properly and lead to relevant destinations.

  • Incorporate user feedback when possible to identify pain points.

8. Link Building

Why: Links from other reputable websites act as endorsements. They signal to search engines that your content is trustworthy and valuable, which can improve your rankings. After you have a decent amount of content, at least 20-25 solid pages start building external links. Focus on quality over quantity — a few good links from relevant, trusted sites are better than many low-quality ones. Quality backlinks often drive direct referral traffic as well.

How:

  • Create share-worthy content: High-quality, unique content naturally attracts links. This can be helpful guides, original research, infographics, or useful tools.

  • Start small: Begin early on by sharing content in relevant online communities or social media to build awareness.

  • Reach out to relevant sites: Connect with bloggers, industry sites, or local organizations that might find your content useful and ask if they’d consider linking to it.

  • Variety but Relevant: Seek a variety of links from different sources—blogs, industry sites, local organizations, and niche directories—to create a natural backlink profile.

  • Guest posting: Write articles for other websites in your niche that include a link back to your site.

  • Fix broken links: Find broken links on other sites that relate to your content and suggest your URL as a replacement.

  • Leverage social media: Sharing your content on social platforms increases its visibility and potential to get noticed by other sites.

Personal Note:

I know this may still seem like a lot. But take the time to read this word for word. Ask questions. Do research on terms and just chip away at it. Most of this is “wash and repeat” type stuff. So once you get it, it becomes normalized. Things like research mentioned in part 6 are learned through practice as well as research. The more you dive in the more patterns start to show. Knowledge is learned and learning is taking control. You’ve got this if you want to.