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This is where the emerging concept of a Model Context Protocol (MCP) comes in: a standardised middle layer that wraps APIs and prepares context specifically for LLMs.

In this article, I will explain how MCPs work, why they might transform the internet economy and, most importantly for Friends of Advanced SEO, how SEOs can capitalise on this trend.

Problem: LLMs need context, and apps are messy.

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Let's look at it from these perspectives:

• Clear comparison of two top SEO events

• Actionable tips for getting the most value

• Insider’s view on location perks

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What did he discuss?

• Ways to detect LLM-generated text

• What to expect from LLM vendors

• How to work around it and what to do now

His talks were about 2 hours long, so there are mainly takeaways that we noted down. Next articles from Saigon Mastery Summit will come in next weeks. 🙂

If you have any questions about Saigon Summit then 🔗 fill them in our form and we will make video about that for you. If you aren't subscriber, you can win access to our content for 30 days.

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• hidden insights about search engine algorithms and ranking signals

• A sneak peek into Ahrefs latest features and innovations

• strategies to create high-value digital assets that buyers crave

• how to win on YouTube in 2025

• methods to scale an SEO agency

• How to have sustainable income streams

• And much more 🙂

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Just to present the case, Datart.cz bought Electroworld.cz, and they wanted to integrate Electroworld into Datart, so it was a big task. Maybe in terms of SEO, it will be better to keep both domains online, but these kinds of decisions are typically not made based on SEO, so the SEOs from Datart have the task of preparing and doing everything.

I will share my notes from this presentation because there are a lot of great articles on how to "rebrand" or change domain names, but this merging situation is unique. I hope that someone there in Friends of Advanced SEO will find this interesting.

What is covered inside...

• Paring URL addresses

• Redirector application

• Act of change

• Questions and answers

... and a few things I've expanded on based on my ideas from the presentation. Overall I thought it was a great job. They didn't have a lot of time to do it, a hard deadline to deliver it. So let's have a look at it.

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What was interesting and you should think about the implementation right now? Scroll down!

In today's article you should find information about:

• Recovery from HCU

• Attracting enterprise clients

• How to hire and manage effectively your team

• How to be more business oriented

• Maximization of information gain

• Programmatic SEO in “correct” way

…and much more so let’s start with it.

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What's inside:

• Are we there yet?

• What to do now?

• How to track your positions in SearchGPT?

• How to track people from SearchGPT on your site?

• Technical thoughts

• SearchGPT and the AIO community "battle"

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Po letní pauze jsme zpět a tentokrát pro vás máme video na téma SGE/AIO. V srpnu jsme totiž měli prezentaci na SEO Date v Praze právě na toto téma a rádi bychom tuto prezentaci dostali k více lidem, protože je možné že už v brzké době budeme všichni řešit až Google začne více s SGE/AIO výsledky expandovat do EU.

Tak pojďme rovnou na to…

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At that conference, there were a lot of topics and lots of nice food from Google's budget. Still, for us, the main goal was to get more information about Vertex AI which is a generative AI part of GCP (something like playground OpenAI), and also some more details about BigQuery which is great for analytical use.

An article full of the best of the conference day is there!  🚀

Keynote

The Google Cloud Summit 2024 starts with a presentation about AI agents. Google Cloud CEO 🔗 Thomas Kurian introduced six types of AI agents, which are designed to assist with specific tasks across various domains:

• Customer Agents

  • These agents understand customer needs and make recommendations across channels, acting like sales or service representatives.

  • Vertex AI Agent Builder

• Employee Agents

  • These help employees by automating repetitive tasks, providing information, and enhancing productivity and collaboration.

  • Vertex AI, Gemini Models integrated into Google Workspace.

• Creative Agents

  • These agents assist in creative processes, enabling users to create designs, artworks, and marketing materials efficiently.

  • Imagen 2.0 on Vertex AI, Google Vids

• Data Agents

  • Acting as knowledgeable analysts, these agents can answer questions, synthesize research, and identify new queries.

  • BigQuery integrated with Vertex AI Gemini Models, Gemini model in Looker.

• Code Agents

  • These support developers in building and maintaining applications and systems.

  • Gemini 1.5 Pro for code assist

• Security Agents

  • These agents aid in automating monitoring tasks and protecting data to improve and manage security operations.

  • Gemini in Threat Intelligence, Security Command Center

🔗 The video from the keynote and the big 🔗 Google Cloud summary from Google.

Gemini models

I can't count how much I've listened to Gemini at this conference. It was my main goal to get more information about those models. They showed them in various places that aren't usual like in BigQuery or Looker and I'm “optimistic” about the future of their models.

Now I have an unpopular opinion but I see that Gemini integrated into the Google Cloud Platform could be strong for business solutions and when Google will have better models then it should get more market share faster than Microsoft? But maybe it is the same in Azure and OpenAI but I can't see it because I don't have anything on Azure now.

For me I have one big note which was “try Gemini with its 1,5M token window” and that's my task when I get access to that context window. I should imagine pasting all of my code of small tools and trying to extend my solutions with it…

… also it should be great for a larger analysis of one specific topic-based internet. So it's time to prepare data 💪because it is not allowed to search by Google - get data and use them. Is there something like grounding where you should use your vector index or Google Index but it does not directly search as I understand it? But I should imagine that when they allow that this should be a great way how to measure SGE maybe? 🤔

Everything about their models you should find in the Vertex AI subpart of GCP and also in the “model garden” are other LLMs that are available on the market (except OpenAI) this is new and for me means that I should use one API to have interaction with more models if I need them (for benchmarking it should be useful).

Also, there is a big library of tasks that we should try with their models. So this is something to try and go deeper. Also, remember it isn't about someone who said that is bad then I not use it. Each prompt that you have / solution should perform better/worse on different models so it's needed to test it!  🧪

Machine learning-based BigQuery

MLOPS seems interesting and we were in a workshop where they showed how to easily integrate machine learning models directly in BigQuery it was like in several “small steps” they were showing it on a “fraud detection” showcase…

… so it won't be about SEO directly but the principles should be useful. Maybe more interesting are these use-cases for GA4 data and some user predictions which should provide us feedback if we target and acquire great users with “value” and we should get feedback directly when we start any marketing activities.

Or if we look at SEO I imagine that should be a great “exercise” to build based signals and annotation own relevance model which should “compare” pages that come in SERP - but maybe this will need much more work around like scraping data and values - but if I had it, it would work.

On the other hand, what should work should be predictions based on past data. If we have great tracking of our SEO campaigns then we should make a model that should predict based on various signals how much we should “jump” with our strategy for specific clients - but there also may depend a lot on the client so is hard to predict correctly - so at the end of the day it won't be so smooth.

But these cases will work. I think that we should predict if a specific domain/page will deliver value for our link portfolio if we get links from them or we should get inspired by 🔗 Dejan SEO which tried to predict the CTR of snippets - like when you have data then you should make this “fun” stuff there.

Practically it was a workshop where they showed us how it works. Everything is basically about declaring right “signals” that need to be calculated and annotations that show what's bad. Everything is machine learning so you have to prepare your data and in the end, it isn't as “clever” as large language models but seems like creating these models should be simple. 🔗 How to run everything you should find on Github - look at it there!

Rohlík & Data

This wasn't too interesting because we know that Tomáš Čupr is building “data-oriented” companies in which he allows and supports employees to get data and make better decisions on them. After all, they also make everyday decisions that should move the company forward. 

He says that it's important to provide data from your systems to all workers which will be “standardized” or “premaded-to-be-right” and after that, they should make decisions based on the data that they see. I think that he mentioned that everybody in the company knows which type of decisions should make on data → how responsible they are and where to go if you need to “approve” something bigger overall it leads to involving more people in the decision-making process - or more people can be proactive and that's good.

They also talked about Keboola that they use which is a big help for them because it helps integrate data from various sources. And for bigger companies that have a lot of components/sources to keep an eye on it seems that this is a great way to be up-to-date. 

And what was a nice quote at the end of this session? “Even a bad plan is better than no plan.” So try what is possible and play with your data :)

Below is the paid part of the article where we will discuss more interesting things that we found on Google Cloud Summit in Prague. We will look more deeply at Vertex AI & RAG implementation, we will look at Vertex AI & Applications that are pre-made and ready to use…

… and we will also look at data deeper because there is something that we call  “talk to data”. It should completely change how we and our employees work with data and as the last part, we will look at Customer Data Platforms.

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So let's look at what was new there for me in beautiful Zakopane, and what I will implement in my projects. In today's article, I will mention these presentations from line-up…

- Agents in the Age of AI Empires by Koray Tugberk

- Practical use of AI in SEO by Damian Salkowski

- Scaling SEO agency to 200 active projects by Mihai Vanatoru

- Customer journey mapping by Christopher Hofman Laursen

- Reactive PR Linkbuilding by Fery Kaszoni

… and also I was on great workshop from Szymon Rozmus about SGE and reverse engineering but this topic needed to be covered in separated article - so maybe next time. But now let's look at what was interesting in the talks that I mentioned above…

Join Friends of advanced SEO from Martin Žatkovič to get more content.

👉 Quick tips for tools / hacks / tips when I discover them.

👉 4 advanced SEO & analytics post monthly.

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For my Czech Friends, who were at the workshop of LLM / AI. This article extends my workshop and you can also access it through the Discord group - you can find the link to DC in the training materials.

For the rest of web join Friends of advanced SEO from Martin Žatkovič to get more advanced SEO content.

👉 Quick tips for tools / hacks / tips when I discover them.

👉 4 advanced SEO & analytics post monthly.

👉 I'm sharing progress from my websites.

👉 Get access to community on Discord.

👉 Get access to my GSC library

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In my today article, I will share with you the main takeaways that I have and also I want to compare “conference culture” between these two conferences. Because I'm taking away really different feelings.

On SEO RESTART I have also talk where I talked about around question if is our community is goog enough to survive in the future of search and main pieces of information you should find in my separate article here. In that article, I showed how we should be better with AI and DATA. 

Now after Kulturalnie o SEO, I have a response to that question which is simple “No, Czech SEOs aren't enough prepared for the future of search”. So let's look at what was completely different and why I think the Polish conference prepared the participants significantly better for the future of SEO.

Join Friends of advanced SEO from Martin Žatkovič to get more content.

👉 Quick tips for tools / hacks / tips when I discover them.

👉 4 advanced SEO & analytics post monthly.

👉 I'm sharing progress from my websites.

👉 Get access to community on Discord.

👉 Get access to my GSC library

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In the first part of the presentation, I talked about some “problems” and “changes” that are there from Google to us. For problems in the “quality raters team” that maybe aren't doing well job, That Google pushing Reddit to the top of SERP, the facts that they don't want from us AI content, and on the other hand they paid for publishers to publish AI content, and the results of YELP study that DMA updates deliver more traffic into Google services (they need have to opposite results)

I've been in the SEO industry for 5 - 8 years so I won't be facing many turbulent times like was panda/penguin updates. The last “big turbulences” I've seen were when It came to E-A-T and YMYL to SERP. And now updates from the latest year that remove from SERP some great websites and replaces them with “authoritatives” and Reddit.

So what we should do to survive this? We get two strong toys. How these toys/tools will help us with the future? Let's look at these tips in my today article.

Join Friends of advanced SEO from Martin Žatkovič to get more content.

👉 Quick tips for tools / hacks / tips when I discover them.

👉 4 advanced SEO & analytics post monthly.

👉 I'm sharing progress from my websites.

👉 Get access to community on Discord.

👉 Get access to my GSC library

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I will show you how to decide if fine-tuning will be great for that task or not, how to prepare data how to run fine-tuning jobs, and how to use results. Let's start!

Join Friends of advanced SEO from Martin Žatkovič to get more content.

👉 Quick tips for tools / hacks / tips when I discover them.

👉 4 advanced SEO & analytics post monthly.

👉 I'm sharing progress from my websites.

👉 Get access to community on Discord.

👉 Get access to my GSC library

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