Ask ChatGPT or Gemini to “review my on-page SEO,” and you’ll get a perfectly reasonable answer.
Reasonable. Generic. Boring. Uninspired. And almost identical to the answer your competitors get when they ask the same question.
That’s the problem with AI out of the box. It’s a generalist. It knows a little about everything and nothing about you — your business, your customers, your market, or the way you do SEO. The questions are loosely framed and inevitably come back with general answers.
The good news is that’s also the opportunity. The same tools that produce generic answers can become specialist assistants that encode your knowledge, process, and standards. No code required.
Building one is simpler than most people think. With tools like GPTs, Gems, and Claude Projects, you can package your SEO process into a reusable assistant that helps identify opportunities, automate repetitive tasks, and apply your expertise consistently.
Why generic AI gives generic answers
You don’t need a computer science degree here, but a basic understanding of how AI works helps explain the benefits of this approach.
Large language models are prediction engines. They’ve been trained on a huge slice of the internet and human knowledge, and when you ask a question, they predict the most plausible response based on everything they’ve seen.
In other words, by default, you get something close to the internet’s average opinion on a topic.
For SEO, the internet’s average opinion is … fine. It’s the same advice repeated across a million articles. Check your title tags. Improve your content. Build some links. Blah.
What the model doesn’t know is anything about your specific situation:
- Your business, services, and commercial priorities.
- Your marketplace and competitors.
- Your customers and the problems they’re trying to solve.
- Your way of working — the checklists, thresholds, and judgment calls you’ve refined over years.
The output is only as contextual as the input. Give it nothing, and you get the average. Give it your knowledge, and you get something far more useful.
It’s a computing problem as old as computing itself: garbage in, garbage out (GIGO).
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From generalist to specialist
There are a few ways to add that missing context, in increasing order of effort:
- Better prompts: Include context in your question: who you are, what the business does, who the customer is, and what good looks like. This works, but you end up pasting the same 500-word preamble into every chat. It’s tedious and easy to skip when you’re busy, which impacts the quality of the output.
- Custom instructions and knowledge…
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