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Join for freePosted: Tue 10th Nov 2026
Learn how to use AI to plan, draft and improve website and social media content for your business.
Jamie Rooney from FlyPost Marketing explains how to choose a relevant search topic, give AI the right information and edit the results into useful content that sounds like your business.
The session also covers what to check before publishing, including accuracy, headings, page titles and internal links.
Understand what your customers are searching for and what your page needs to answer
Create a useful AI brief using your business information, audience and tone of voice
Review and improve the draft for accuracy, useful detail and basic SEO before publishing
Jamie runs FlyPost Marketing, helping small businesses improve their SEO, AI visibility and websites.
His approach focuses on practical changes that help businesses get found online and turn website visits into enquiries.
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Lightly edited for clarity.
Beth: Hello, everyone, and welcome to today’s Lunch and Learn. My name is Beth, and I’ll be your host today. For those of you attending a Lunch and Learn for the first time, Enterprise Nation is a vibrant community platform for start-ups and small businesses.
I’m very pleased to introduce Jamie Rooney, who is the founder of Flypost Marketing. In this session, Jamie will explain how to choose a relevant search topic, give AI the right information, and edit the results into useful content that sounds like your business.
If you have any questions throughout the webinar, please post them in the chat or in the Q&A box, and we’ll do our best to answer them at the end of the session. As always, the session is being recorded, so you will receive the recording along with a few follow-up resources in an email later today. Without further ado, over to you, Jamie.
Jamie Rooney: Thank you very much. It was very interesting when this one got pitched over to me. It’s one of the questions I get asked the most in every session I go to, because there’s a lot of noise around not using AI to write, how to use AI to write, and the AI slop that’s out there.
So this one’s a bit of a clear-up on how you can use it. Human-written content is obviously always going to be better, but time is a factor in everyone’s daily lives as business owners, so you can use AI to speed things along. I’ve got a few tips and tricks in here, plus some prompts that you can copy and take from this as well, so let’s rock and roll.
The first thing to know is that whenever you’re using AI to write, give it something that’s worth writing – something that’s going to add value to the internet. There’s so much slop out there at the moment, where people are just going to their AI and asking it to write a page on this, a page on that and a page that does something else. It’s not answering questions any more; it’s just targeting the masses.
The way we use it with our clients at the moment is through a very strict interview-based process for the pages we work on. We’ll ask our clients, “What do your customers actually need to know? What does this page need to answer?”
Then we’ll send them a series of questions. We want to know the advice you would give, the examples you’ve got and the opinions you have on the subject. What’s the experience that will make your page stand out from everybody else who has written about the same topic?
We then let the AI ask those questions. We don’t mind if you want to type out your answers or just use the voice chat feature that all of these AIs have now. Let it ask the questions and take your answers, and it will turn that into a much more useful draft, rather than just throwing out some ideas it thinks you’ll like.
Quite often, our clients will have their own AI set-up, so we send them almost exactly this prompt. We make it a little more specific for individual businesses, but it’s based around this one.
It’s just getting the AI to interview them – ask them about the topic, ask them what it needs to know, get their opinion and get what they need from the page they’re writing. You’ll get much better content than you usually would if you just ask it to do the thing.
The other part, and where I see a lot of AI writing go wrong, is that it all sounds, reads, looks and displays exactly the same. So show it what you want it to sound like – how your brand voice needs to come across and how you want to portray your information to your potential clients. You’re always going to know your buyers better than the AI could ever dream to know.
What we’ve done in the past is get our clients to write a page. Writing your own bio is always a really good example, because people tend to write about themselves better than they do other things.
So we get them to write a couple of pages for us, feed them into the AI we’ve got set up for them, and then run it to decide what will and won’t work for them. We send it back and ask them to tell us what they like, what they don’t like, and what’s going to get their voice out there the way they want it to be portrayed. That’s far better than just saying, “Here’s a page, off you go,” which is where it starts turning into the AI slop that everybody is talking about.
You can use AI, you can make it more efficient, and you can make it sound like you. The key is using it as a tool rather than a replacement – use it to help you rather than to do the job.
That leads exactly on to my next point: give it rules. Whenever we sign on a new client, we obviously ask whether they’re OK with us using AI to write their content or whether they’d prefer it to be human-written – we don’t mind either way. If they’re happy for us to use AI, we put together a very comprehensive rule book for each client’s business.
So we let them know that if they’re UK-based, we use UK English. We’ve got some clients in Turkey, some in South Africa and some in the US, and we need to make sure their tone and voice match up with their audience.
There’s no use having our client that’s based in South Africa use UK English on their site, because it’s not how their users expect to read and understand it. So make it unique and valuable for each of the people who are going to be reading that content, and have those rules in place.
It saves you time as well. If you spend more time working on the rules, the prompting and the guides, then everything comes quicker later on, rather than each page becoming a grind to get right.
Again, here’s a prompt that anyone can use. We’re using an accountant as an example, but use the interview, the brief, the rules and everything else we’ve discussed to put together a page for someone looking for an accountant in High Wycombe.
It has to explain what they do, who they are and how they’re going to help that person, and build that page out to answer the question someone is effectively searching for. It’s all well and good going into Semrush, Ahrefs or any of those tools, picking out a keyword with some good search volume and going after it. But you need to make sure you want the keyword you’ve gone after, and that your page answers that question quickly and early on.
This is one of my favourite practices personally: any time the AI makes a mistake, make it correct itself and ask it to remember what mistake it made. For example, with that accountant page I mentioned earlier, you might tell it, “You promised a free consultation, but we never said we offer that,” or, “You noted that we do this, this and this for free, but we don’t actually do that.”
It will then take that information and learn from it. You can save it as a rule; it will reference that next time, and it stops making mistakes.
What a lot of people do, and what’s been spread around about writing with AI, is take what it’s written, make huge amounts of edits and then post it to the site. We take those edits and put them back into the AI, so it learns from them.
The goal is that every time you work on a new page or a new piece of content, you’re aiming to save some time on the next one. So the more you teach it, the more you educate it, and the more you tell it off, the better.
I’ve had my fair share of arguments with GPT, Claude and all the others when they keep making the same mistakes, and that’s where I learned. I thought, “OK, I need to teach you what you’re doing wrong, rather than just keep telling you that you’ve done something wrong.” I find myself arguing less and less often now, which is great.
Once you’ve got all of that, put your opinion back into it again. You’ve given it your interview, it’s drafted the page, and you’ve taken that draft and left your comments, edits and notes. You’ve found the keyword you want to use and done all of the steps.
Read it back and make sure it’s what you believe in, what you want to share and what you want your clients to understand when they come to your website, a page, your social media post or whatever it is you’re using AI to help you write. It needs to be from you rather than from your AI.
So you’ve got the option here of a generic draft, which is typically what it’ll come back with. The other version is what it will come back with if you put a lot more time and effort into the original prompt wording to piece it all together, and then you’re good to go.
This is actually one of my favourite notes. I’ve worked in SEO for a long time, and something a lot of smaller businesses forget is that when you post a piece of content on your site, there’s a time period before Google even realises you’ve made that update. You can submit it for manual indexing, but that still typically takes 24 to 48 hours – a couple of days.
So one of the things we like to do, if we’re running around doing a whole lot of bits and bobs on the side or we’ve got another site we’re working on, is take the initial draft and post that piece of content. We set ourselves a reminder to come back within 24 to 48 hours, review it, make those changes and then republish it.
In that process, if you’ve got a new page with that content on the site, you start the indexing process. So during the time when you haven’t had a chance to go in and review it, make the edits or lose your afternoon rewriting that draft, the process of getting that page seen has already begun, rather than waiting for you.
That’s a really cool bit of advice. We see things grow a little bit faster just by getting them up and live on the site, then coming back in a day or two to make the changes before Google has really noticed anything – it starts the motion.
The other element to all of this is: don’t spend three days on one sentence. One of the jokes I make with a lot of my clients now is that the average attention span of anybody browsing the internet is about that of a three- or four-year-old. People are quickly scrolling, and if they don’t find what they want immediately, they’re gone.
So when you’re working on that last paragraph on a page you’ve put your heart and soul into, check a heat map analysis of that page – chances are no one ever gets that far down. They just don’t, and the first two or three paragraphs of a page are the most important.
As you get further down, you’re typically writing for the bots at that point – you’re writing for the search engine, because people have made their decisions by the time they’re halfway down the page. Once that decision has been made, they’re either going to the next section to contact you, making a purchase or doing whatever it is they’re doing. They’re not reading the entire thing.
The example I like to give, and I’ve only been called wrong a couple of times on this, is: the last time you went to buy something on Amazon or signed up for a new service, did you read the entire page, or did you read the first two paragraphs? It’s almost always the first two paragraphs.
You check the first paragraph, maybe the FAQs, and a couple of the highlights and bullet points. People don’t read entire pages any more – it’s just not done. If anyone’s seen otherwise, I’m happy to be proven wrong, but from the many sites and heat maps we’ve looked at, people just don’t get down to the bottom.
So while it may feel like the most important thing in the world that every single word is 100% accurate and that it’s going to be read by the masses, it’s not. It just doesn’t happen.
This next one is a repeat of the earlier point: as you run things through, make sure the AI is saving things to come back to next time, so you’re not constantly repeating yourself. I’ve actually wrapped up five minutes earlier than I intended to, but I can see there are a few questions coming in, so I’m happy to do a bit of a Q&A. I’ll have a look at the chat, but do you want to jump back in as well?
Beth: Thanks, Jamie. Let’s go to questions. Which AI do you recommend for a small business that is just starting to create website and social media content?
Jamie: Typically, I’ll always recommend having two. For example, we use ChatGPT for our writing because it tends to learn your voice and brand better, and then we use Claude to cross-check that, come back and actually implement some of the work as well.
The Claude Cowork system is very, very powerful. So don’t rely on one – have two that back each other up.
Beth: OK, that makes sense. Tracy asked which AI you recommend specifically for content creation, so you’d say make sure you have that dual aspect?
Jamie: Yes, because otherwise you become very reliant on one. They all work so differently, so you can get some information back from GPT and run it through Claude, and Claude might say, “Actually, no, that’s not right.”
You have more of a conversation that way. It’s like making a business decision – you consult with a couple of people rather than just going to one.
Beth: That does make sense. Sorry, I’ve just seen that Claudia in the chat has asked whether you wouldn’t mind going back to the previous slide, if that’s OK, Jamie – the one before the thank-you slide.
Jamie: Sure, I can do that. Is it that one there?
Beth: Yes, I think that’s it, Claudia. Brilliant. Looking at a question in the Q&A: can AI help me refresh old blog posts or web pages, rather than starting from scratch and writing new ones?
Jamie: Yes, and it’s a fantastic way to use AI as well. If it’s a blog post you’ve originally written, you can feed it into your AI and get it to connect to Semrush or Ahrefs, or just look at your own Google Search Console to see how that page is performing.
You might have written that page to target keyword X, but actually it’s performing really well for keyword Y. So you can reoptimise that blog for keyword Y, make a couple of tweaks and changes, and repost it.
AI is obsessed with fresh content, so it picks it up quickly – that’s how you can get cited by LLMs as well. It works with Google too, but it’s a really cool hack [transcription unclear] at the moment for getting things into AI quicker.
Beth: Sure. You just mentioned Google – does Google penalise a website if it suspects you’re using AI-written content?
Jamie: No, that’s one of the big scare stories going around at the moment. I’d have to find the article so I can quote it exactly, but Google has specifically said it doesn’t care whether content is human-written or AI-written, contrary to what a lot of people are saying.
What it cares about is whether it’s helpful content. Does it add value, and does it provide new information to your user?
That’s the difference between AI slop, where people are just getting their AI to churn out page after page of repetitive information, and the approach I’ve explained here. You dive into each page, look at what’s being said and how it’s being written, and then you’re providing information that’s stored in your head, rather than just stuff that’s already stored on the internet.
Beth: OK, sure. So it’s still about making it personal?
Jamie: Yes.
Beth: Got you. We’ve got a comment in from Michelle, who says they also use ChatGPT for expressing ideas and then Claude for the professional side. Michelle asks, are there any tools you can use to help you find keywords or content?
Jamie: Yes. The best free tool out there is Google Search Console, and if you don’t have that set up on your site, ask your AI to help you do it. It’s fairly straightforward – you basically just connect your domain to the account, and then it runs through.
If you’re looking for new tools, we use Semrush and Ahrefs, but those are quite expensive. I think we pay 500 a month at the moment for Semrush and around 300 for Ahrefs, and that’s the typical pricing.
Search Console is free, though, and there are a couple of free keyword planner tools you can use. Or you can create yourself an ads account and use Google AdWords as well, which is a good way to go about it.
Beth: OK, great. Here’s a question about how you know if your content is actually working and what you should measure. You mentioned heat maps earlier – would you advise the community to start looking at heat maps for their content?
Jamie: Heat maps are great for seeing how users are interacting with the content once they’re on the page. With a free tool like Microsoft Clarity, you can connect it to your site and literally see users scrolling and how they’re interacting.
If you want to see how your potential audience is engaging with your site, that’s where tools like Search Console come in. You look at the clicks or impressions a keyword is getting – if it’s getting a lot of impressions but not many clicks, you’re ranking lower.
There are a lot of different ways to go about it, but Clarity and Search Console are two bare-bones tools you just have to have if you’re monitoring your online presence.
Beth: That’s fantastic, thank you, Jamie. Looking in the chat, someone has asked if you could provide a bit more clarity on something from earlier in the presentation.
You talked about the process of Google content updates and the 48 hours or so it takes for Google to realise there’s been an update. Would you mind explaining that in a bit more detail, please?
Jamie: Got you. I didn’t have a particular slide on that one, Helen, so I’ll leave it on the one that’s there. It’s called indexing.
When you submit your site to Google or put more content online, Google’s bots have to crawl and index your site and its individual pages so they understand what’s on them. Google has to crawl and index billions of pages at any given moment, so there’s typically a crawling queue.
You can go into your Search Console and check whether a page has been indexed, crawled or discovered, along with all the other options they’ve got there. Let’s say I post a new blog: I can take the URL of that blog, search for it in Google Search Console, and there’s a button that says “Request indexing”. That tends to speed it up, but it doesn’t always.
The best way to go about it is to have links and a good profile that create that web of who you are and what you do. As another page gets crawled, it links back to that page, and that speeds up the whole process.
It creates a kind of spider web of your website – you just need Google to pick up on one page, and then it gets to the others. But yes, it’s called indexing. Ask your AI if your sites are indexed properly, and I’m sure it will tell you to go to Search Console and check, and give you exactly what you’re looking for.
Beth: Perfect, I hope that makes more sense. They’ve said that’s great – thanks for the explanation. Next, how could a business identify the right search topics to focus on if it has limited knowledge of SEO?
Jamie: That’s a great question. When we’re working with a new client, we ask them – because as the business owner, you know it better – if you were searching for your own service or product, what terms would you use to find it?
You can then take what comes back from that – and, for any of you doing it yourselves, ask yourself that question – and run it through an AI tool or a keyword tool like Semrush or Ahrefs. It will find you variants that a new business is more likely to be able to rank for.
I always use clothing e-commerce as an example, because there are thousands of sites out there that sell clothes online. If I started a new site tomorrow, there’s zero chance of me ranking for the term “T-shirts” – it’s absolutely not going to happen, because every site out there is going to rank for that.
But if I went for “black and white checked shirt with a collar”, that’s much more likely to get someone to my website. It’s got a lower search volume, but you can take the terms you believe are more relevant to your business and fine-tune them, adding more to make them more specific. The search volume’s lower, but you’re more likely to get some initial traction.
Beth: OK, that’s great – really good. Let me take a look at the Q&A. We’ve touched on this, but what information should we give AI to make sure the content it produces is relevant to our business?
Jamie: Use the voice feature within your AI. When we were writing content for our own site, I spent probably half an hour just reading out what I wanted to do, how I wanted the business to be portrayed, what our goals were, what our values were and everything else.
I used that as a base plate to say, “This is who we are, and this is what we do.” It can take that and start to understand what you’re trying to achieve, and it learns the way you speak and articulate yourself.
You’d be amazed how many of our clients will run their site through GPT and say, “There’s a problem with my site. What is it?” GPT just loves to make people happy, so it tells them all these weird and wonderful things.
So one of the rules we have, when a client sends us a report like that, is: I want to know what your prompt was and what you asked it to get this information. Quite often, you’ll find they put in a two- or three-word question, which just isn’t enough.
You have to speak to your AI with enough information so that it learns and educates, rather than just throwing demands at it. It doesn’t respond well to demands, because all it’s trying to do is make you happy rather than achieve the goal you’re looking for. So the more you feed it and the more you just have a conversation with it, the better the output you’re going to get.
Beth: Definitely, I think you’re absolutely right. Everyone who has used AI has experienced it always trying to affirm what you’re saying, haven’t they? So it’s important to be able to challenge it and make sure it’s learning from you, your tone of voice and your content.
Jamie: I was just going to say, one of my favourite tests of all time that proved this – and please do it for yourselves, it’s hilarious – is to go on to your AI and say you think you’ve got the best website you’ve ever seen. Tell it you’re getting constant sales and leads through it, and ask what it thinks is right about your website that’s helping.
Then ask that question completely in reverse: “I hate my website. I hate everything about it, and I’ve got no one coming to it.” It will tell you the same thing side by side, just framed as what’s good and what’s bad.
It’s the same information, and it’s so funny – you should all try it. If you trust AI, do that test, and you’ll stop trusting it.
Beth: Love that. Everyone on the call, do the test and let us know in the community what it came out with. Claudia has said that’s good to know, and she’ll try it.
I know we’ve only got a few minutes, but let’s wrap up the session with this question. What are the most common mistakes businesses make when using AI to write website content?
Jamie: The most common mistake, and the one I see all day, every day, is that they just trust it too much. They give it a topic, ask it to write a page and just let it go.
Always, always, always be sceptical of what AI is writing. Unless you specifically ask it to do research, most of the information AI has is a year or more out of date.
So it’s going to write you content that isn’t up to date or correct any more, because its memory base is just so old – it doesn’t update often enough. “Don’t trust your AI” is the key lesson I’d give from that one.
Beth: Oh, that’s interesting. I didn’t know about the memory base, but I’ve seen that myself when using it – a lot of the studies or articles it brings up are really dated.
Jamie: It still cites articles and questions from Reddit from a year ago. The comments in there have been changed and updated, but it’s citing the original question – it’s entertaining.
Beth: Yes, it is. Well, that brings us to half past, so thank you so much for joining us, Jamie – that was great. There are lots of thank-yous in the chat.
Please do connect with Jamie – I’ve put his LinkedIn and Enterprise Nation profiles in the chat, so feel free to reach out. As I mentioned before, this recording will be sent to you, so don’t worry about that. Thanks very much, and we’ll see you in the next one.
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