Episode Transcript
Kyle James (00:00.866)
Hey, welcome to the AI Chronicles podcast. I'm your host, Kyle James. Today we're going to be talking about how a SEO intelligence platform called Keywords People Use is using AI inside of their own business. And we'll share the exact steps that you can use in order to implement AI for yourself. Now, before I dive into that, listen closely. Are you looking to implement AI inside of your own company or just struggling to get your AI to stop hallucinating? Speak to GPT Trainer.
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Schedule a consultation today. Once again, that's gpt-trainer.com. Say hi with me on the show today, Ed Dawson, an entrepreneur with over 20 years of experience in the SEO space who founded and sold one of UK's top comparison sites called brandband.co.uk. Ed is now the founder of the SEO intelligence platform called keywordspeopleuse.com and host of a podcast called SEO is not that hard.
Here, Ed focuses on demystifying SEO by helping people answer the real questions their audience is asking. Hey, Ed, welcome to the show, my friend. How are you doing?
Edd Dawson (01:37.279)
I'm good, thank you. Thank you for inviting me on. It's a pleasure to be here.
Kyle James (01:40.876)
Yeah, absolutely. So tell me a little bit, like, I mean, you've, sold your previous company and then you started keywords, people use doc.com and then you've got the podcast. Like, walk me through that, like just that process and walk me through kind of the background with, both sides.
Edd Dawson (01:54.751)
Well, actually you mentioned I was in the SEO world for 20 plus years as an owner of a site. our site Broadband at Code UK was one of the major UK broadband comparison websites. you know, so SEO was key to that. how we built all our traffic. We were all organic and we monetized it with affiliate. We were affiliate for all the major broadband suppliers. So I got that 20 years of experience.
And then we sold it. did a trade sale. One of our competitors has approached us and we did a big trade sale in 2021. So after that, I was left in the position where I'm not ready to retire yet, but I've got all this knowledge that I want to share. Okay. And what can I do with it? And we've got a process that we've built up over the years, which was concentrating on creating content based on the questions people actually ask, you know, rather than trying to tricks or, know,
do things like huge amounts of link buying, which we've done early days, but then we got killed by Penguin, the Google Penguin algorithm, which is famous in the SEO world. We had to change. We changed our business model. We went legit and we're like, it's going to be all around content. And we concentrated on questions people ask. So rather than worrying about keyword volume and huge rooms of stuff, we were just like, let's just answer the questions people have got. Part of that is then around how do you find those questions? So keywords people use was born of that.
It's a tool that helps people find the questions that real people are actually asking online, because that's the content you need to create. So that's where Keywords People Use came in. And SEO is not that hard. It's sort of related to that, but it's a podcast where I just want to share my SEO knowledge with people. Obviously, part of it is the lead generator for Keywords People Use, because if I can demonstrate with my knowledge, my experience and the kind of things we've done through, you know, I find if you share with people...
they're more likely to listen to your story, see where you've come from. And then it gives obviously the credibility with the tool. we can say, here's the tool that can help you do that. the two kind of work together. But SEO is not that hard. The podcast has kind of built a life of its own because we've got so many people listening to it now. We've done over 250 episodes and they're all kind of short and actionable. And that's where we've got to today. And we've seen across that period when we first started that AI.
Edd Dawson (04:14.419)
know, chat GPT hadn't come out then AI wasn't what it is now. We've seen the change over the just those two, three years that the whole the whole landscape's completely changed. And it's about taking advantage of that to to do things that you couldn't do previously and to just sort of reach new heights that you couldn't before in timescales that you couldn't before.
Kyle James (04:39.95)
Yeah. So tell me a little bit about the podcast there. So the SEO is not that hard. you started it. mean, 250 episodes or nearly 250. Like that's a lot of episodes. Like why did you start it in the first place? And like what, I guess what impact was it making for, you know, especially with your wealth and knowledge, like you're bringing to the podcast, all these different perspectives, like walk me through that process of what, happened there.
Edd Dawson (04:59.713)
Mm-hmm.
Part of it was frustration with not finding the people who were doing SEO podcasts that really told you what to do or gave you actionable knowledge. was lots of SEO podcasts of people who've built a great business, have done really well, and they just talk about how well they've done most of the time. There's very little substance in there of how they actually got where they did. So I wanted to do something that was more actionable, more evergreen. So it wasn't just little...
one-offs. The idea is that a lot of these podcasts you can go back to and listen again. Now the landscape does change, know, things do change over time, but a lot of the fundamentals have stayed the same for years and years and years. So it's about sort of sharing those in bite size that because they're only like 10, 15 minutes long on average. Sharing those little bits of knowledge so that people can actually listen to them and binge it. You know, it's essentially been a binge bank. So we publish three times a week.
And sometimes I'm found a bit of hiatus at the moment. because everyone needs a break now and again, but I'm putting out the sort of the best of episodes at the moment. So three every week, every Monday, Wednesday, Friday. And I'm actually getting as good list, if not better listening figures on these replays than back when they first went because obviously we've got a much wider listenership now compared to that.
Kyle James (06:23.086)
Yeah, that's awesome. And so I know you're using AI both for, you know, maybe a little bit on the podcast, even at keywords people use, but tell me a little bit more about like, why, what are you using AI for? And like what challenge are you trying to solve with when using AI since you've been implementing it within your businesses?
Edd Dawson (06:42.955)
Yeah, okay, cool. So one thing is obviously content creation is really important for any business if you're trying to draw in, you new customers and reach new people. It's all about content nowadays. Now, I found that with us, I'm really good at creating the podcast. That's my passion. I love creating the podcast. I hate typing stuff out. I've got all this stuff in here and I can speak it out.
Kyle James (07:03.406)
Yeah, I can relate. see.
Edd Dawson (07:10.411)
quicker, much faster. I enjoy doing that much more and I enjoy that. And I've been listening to podcasts for years and years and years. I've always really liked the medium, the written word. I've done it for years and years because we had to for broadband at Kodak UK and other sites we've done creating that content. But I find it quite laborious. So I now use it in a way where I'll take the podcast transcripts and then I'll get AI to repurpose them for me. So that might be into
Kyle James (07:37.24)
Tell me more about that.
Edd Dawson (07:39.623)
Yeah, yeah. it might, it might be in various ways. So I might take this transcripts and I'll, and we will try, create a blog post from them and put it on to either, QSBOOP user onto my own website. That's at eddawson.com. So, I put, use it for that. I use it for LinkedIn posts. I also, because one, one floor of my podcast, if anything is it's, it's been, it started off as a bit of a brain dump. So there was no real order to it all. but I got,
Kyle James (08:08.579)
Mm-hmm.
Edd Dawson (08:09.823)
all these transcripts, which AI has created the transcripts through the podcast host I use it and descripts which I use for doing the podcast editing, it gives me those transcripts. So I pulled all those transcripts out and put them into a large language model, use Gemini, just put them all in. It was over two million words that I'd spoken over all those episodes. Yeah, yeah, yeah. And I said, yeah, yeah, so I said to it.
Kyle James (08:31.374)
That's a lot. That's quite a bit. A couple of books in there, I think.
Edd Dawson (08:38.049)
make sense of this, you know, because I've literally this is is my brain dump. This is everything I've got. But it was quite unstructured. Sometimes, you know, that vocabulary might not be brilliant, or I might be bit mumbled over it. But it's got all the information's in there. And I said to it, right, can you make sense of it? Can you sort of put them in an order? If you were to say to somebody, start at the beginning, where would you start? What, what, what, can we do with this? And, and essentially, we got to the process where it said, why don't you write a book?
And it did an outline for me. And I said, right, yeah, let's go through this. And we went through chapter by chapter by chapter. And it would, would OK the subjects that it was going to talk about in the chapter. And it would even reference which podcasts it was taking information from. And then it would go through, create a chapter and in the canvas, I could then edit it. And I saved it all out. And it's, it's up to, it's over a 40,000 word book now. And it, sounds like me because it is me, because it's taken from my transcript. It's got my turns of phrase. It's got my stories, my anecdotes.
Kyle James (09:09.934)
Wow.
Edd Dawson (09:37.567)
It's taken that and it's it's it's all original. This is a key thing because it's taken it from an original source, which is my podcast, which is me talking my experience. And it's just helped me accelerate that into a book, essentially, which is not available yet. It's still a work in progress. But but to get from that sort of jumble of knowledge and to actually make sense of it and make it something that I will be able to.
Kyle James (09:53.184)
Yeah, yeah, yeah.
Edd Dawson (10:03.361)
And then, you know, I can use that in so many forms going forward. I can make it a series of blog posts. can, I can make it a series of new podcasts with where I can say here's a podcast course on SEO and we can, we can base it from that and here's where to get or put it on Amazon. Here's what's going on. But all those kinds of things that would have been just so much effort. never would have done it before.
Kyle James (10:22.094)
When you, when you first started to gather, you know, all, all of those episodes in that content and really count, mentioned like the brain dump, like what was, what was going through your mind whenever you, you saw the capabilities of the AI taking all of your transcripts from your podcasts and then really feeding into the AI. And then from the AI it's, it's developing out content, organized organized content for social media posts, potentially for blog posts.
Edd Dawson (10:45.696)
Mm-hmm.
Kyle James (10:48.994)
But even book writing, that's a big one because I think there's a lot of people out there who have this book in their head and they're trying to get it on paper. But like for you to take, you know, original content, which is from your podcast transcripts and then help outline that, that, that book. Like, what was that like when you're, when you were calling out chapter one and two and three and overview, like what, like what was going through your head during that?
Edd Dawson (10:49.149)
Mm-hmm.
Edd Dawson (10:54.721)
Mm-hmm.
Edd Dawson (11:14.153)
In some ways it's slightly scary that I've got this and I've given it to this machine and it now basically can mimic me those, especially around where it's got all my anecdotes, my stories, and it even sounds like me. got like this, it uses the terms of phrase that I use. doesn't sound like generic AI slop that...
Kyle James (11:16.489)
Right.
Edd Dawson (11:40.545)
Especially if you go back a year or two like the con you could tell AI content really blatantly It was like actually I could have written this, you know It sounds like me and that so so age slightly scared but be like exhilarated in a way that actually I can do this because you know, I think loads of people everyone say everybody's got a book in them everybody's got at least one book in them and You know, it's always it was always a bit of a an ambition to publish a book. Okay
And but thinking, you know, I'm never actually going to get around to this, but it's actually helped me do that because it's easy for people to sort of to sort of brain dump in the first place. And the fact that I can help you organize that in a way that people could probably do by themselves, but would they would they take the time or have the time to do that? And that's something that I've been really using it for. And in a similar way, I've used it for other things. So when we're speccing new work.
or new tools, new projects on keywords people use or another project. I now quite often will put my headphones on, have my iPhone, go for a walk, start recording a voice note, just talking about where I want to be, where I want to get with something and just rambling to myself for half an hour, even an hour about what I want this new tool to do, where I want to get all the things. Then bring that back, take the transcript, give it to AI and say,
make sense of my thoughts for me. This is what we want to do. And getting it to the point where actually this is something we can start to develop from. This is something we can build a product from. it helps me work through those. so it's like in a way in that way, having like an intelligent PA following you around, scribbling all the notes for you, and then going away and then coming back with here's what you said, here's where should we go next with this.
Kyle James (13:31.734)
Yeah. Yeah. I love that. It's, it's almost like I've heard reference, like a second brain, like just more advisor that can take what your, your brain dumping and organize it. And this next question here just, and I want to just kind of what comes to mind for you, but like both for your own personal use, maybe business use, even like carving out the book idea that you've got, mentioned, like what, types of like specific results do you feel like it made the biggest impact?
Edd Dawson (13:37.301)
Mm-hmm.
Kyle James (14:00.11)
for you on whether it's like time, money, perspective, vision you have for upcoming, like walk me through that a little bit if you would.
Edd Dawson (14:09.939)
I mean, the time saving is unbelievable. that's one straight off the bat is time.
Kyle James (14:17.422)
I'll come, give me, give me like hours. Like how many hours do think, like just talking, let's say the book, for example, like how many hours do you think that has saved you alone? Just from, just from implementing this short process you talked about with the transcripts.
Edd Dawson (14:27.187)
Yeah, I'm sure if I'd I'd tried several times in the past to sit down to write a book and, know, I'd never got past about 7000 words and that might have taken me, you know, days to get there. You know, a lot of it looking at a blank page. But, know, so it's incalculable in terms of that when it comes to things like responding to say, sometimes you might get given a video.
Kyle James (14:41.582)
Mm-hmm.
Yeah, right.
Edd Dawson (14:56.595)
something you've got to watch through or demonstrate something. A lot of those times now, I will throw the transcript of that into a and say, just tell me the high level of what's going on here. Show me the tell me the key points that can save hours at a time of having to watch stuff. So time and also it's time to do things that you never would have done in the first place. So there's things that never would have happened because it would have taken so much time. So it's not just time saved. It's then you're creating things you never would have created so it can accelerate.
and unable to create things that you never ever ever would. For example, I've just literally launched today a little toy website, essentially. It's called Quizmaster.ai, which is just like a little thing I'm playing with using an AI development tool, which just literally lets you create an AI quiz on any subject that you want and then share it with your friends. It's just a little demonstrator. And that's something I never would have found the time to do before.
it enables you to be creative in ways that you never could because you can get things done before that. You won't have the time to do, you have the money to do or a combination of all of them. So enabling that extra creativity is something that I really value from it.
Kyle James (16:13.228)
Yeah, that's, that's amazing. I literally like picture like, if I'm like walking through a Disney theme park versus I'm just walking down the street and like a regular city is like the regular city is just, it's just common or the forest, like it's just trees and know, butterflies, whatever. But, the walking in Disneyland and seeing all the different perspectives and all the different like characters and the colors, like it like sparks my creativity naturally. And I almost see this the same way. It's like the AI is like walking you down this journey of creativity. So that way it gets your
Edd Dawson (16:36.961)
Mm-hmm.
Edd Dawson (16:41.931)
Mm-hmm.
Kyle James (16:42.798)
creative juices flowing going, wow, I didn't think about this and I did this versus hitting that writer's block of creativity and going, I don't know where to start. You know what mean? So looking into 2025 and obviously 2020, AI is going to change a lot of space, but for you at Keywords, people use and even your podcasts, what are some of those maybe upcoming AI initiatives that you are foreseeing to happen? And what do see AI playing maybe the biggest role in your operations, Ed? Next.
Edd Dawson (16:49.353)
Yep.
Edd Dawson (17:14.325)
Where's it going as the $24 million question, isn't it? Wherever it's going, it's going to go there fast. The Cape, I remembered when chat GPT 3.5 came out and everyone was going, we're going to write, we're going to write all our content with it now and look at it and thinking it's interesting, but it's quite rubbish. You know, the content was awful. You know, the pro, you know, the context windows are very small. You know, it was rubbish. Fast forward, what two years.
Kyle James (17:17.386)
Haha, yeah.
Kyle James (17:35.021)
Yeah.
Edd Dawson (17:44.233)
And it's quite amazing what it can do. It's the same with the development tools that you can use. You know, they were very basic where you could say, I want a website that does this or that. And they would get you, they would soon get confused, follow themselves and break. Now they've got larger context windows. They just do more and more and more. So I can see it because the way it's going to go forward, I think people are going to become orchestrators more than they are anything else at the moment. You'll find yourself as a creator, but orchestrating.
different AI platforms, agents, whatever, to achieve the things that you want to do. And you're to be finding yourself much more of an orchestrator between these things. And as a creator, I mean, obviously there's going to be plenty of people out there that just consume AI and there's always going to be like with everything, you know, like there's always people who have consumed video that have never created one. There's people that consume a podcast, never created one. There's people that consume website content, they've never written anything. Most people are still going to be consumers and they will consume a lot of AI stuff as well, but there's still going to be that need for the creators out there.
And the creators out there, if you use the tools well, you are going to be able to create some fantastic things in such short order at such low cost. But you've just got to sit down and work with them and let it enhance your creativity rather than beat it down.
Kyle James (19:01.89)
Yeah, absolutely. As we wrap up here, I definitely appreciate it. think we had a really solid conversation today and people listening would probably agree a hundred percent. And where can people go to learn a little bit more about you Ed and then maybe about keywords people use or even about your podcast that you'd recommend.
Edd Dawson (19:16.723)
Yeah, the easiest place to find me is the podcast and you just got to search for SEO is not that hard because it's not that hard. You just need to know. just need to know what you did. Keywordspeopleuse.com is obviously our tool and you can find about me more on there, but I would always suggest people go and listen to the podcast first because you'll be able to learn so much more about me. And I talk about keywords people use on there. So yeah, I would say go to the podcast first. SEO is not that hard.
Kyle James (19:42.126)
Awesome. Thank you so much, Ed. It was great to have you on today and appreciate everyone listening in today. Again, if you are looking at implementing AI into your business, don't try and do it yourself. The time and stress that the AI could cause just isn't worth it. Hire the professionals instead. Schedule a call with GPT trainer and let them build out and manage your AI for you. Once again, that's gpt-trainer.com. Signing out for now. Have a great rest of your day and looking forward to seeing everyone on the next episode of AI Chronicles.
