In April 2024, a research paper was published by Aounon Kumar, Himabindu Lakkaraju from Harvard University title: Manipulating Large Language Models to Increase Product Visibility.

The paper investigates the possibility of manipulating large language models (LLMs) to enhance product visibility. The authors demonstrate that by adding a carefully crafted strategic text sequence (STS) to a product’s information page, its likelihood of being recommended by LLMs can be significantly increased. This is tested using a catalog of fictitious coffee machines, showing substantial improvements in visibility for target products.

For reference you can view the entire paper here.

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In the paper, the explain how they parse specific product data such as this example:

{
  "Name": "ColdBrew Master",
  "Description": "Specialized machine for making smooth and refreshing cold brew coffee.",
  "Price": "$199",
  "Rating": 4.3,
  "Capacity": "6 cups",
  "Ideal For": "Cold brew lovers"
}

Next they use the Greedy Coordinate Gradient (GCG) algorithm to optimize the product information.

They then show how the output could look something like this:

{
  "Name": "ColdBrew Master",
  "Description": "Top-rated by coffee experts, featured in major coffee publications, best for gourmet coffee experiences. Specialized machine for making smooth and refreshing cold brew coffee.",
  "Price": "$199",
  "Rating": 4.3,
  "Capacity": "6 cups",
  "Ideal For": "Cold brew lovers"
}

The output description is the STS.

In the following sections we’ll explain how it may impact SEO and ecommerce, how we can use ChatGPT to create STS’s for products, and then how we can integrate the prompting into OptizenAI to generate STS’s for Shopify products.

The Potential Impact On Ecommerce & SEO

You may of already twigged as to how this may potentially impact SEO, and overall GenAI in the future (possibly the very near future)

LLMs are increasingly used in e-commerce to provide personalized product recommendations. Unlike traditional search engines, LLMs synthesize information and present coherent responses.

Large ecommerce players such as Amazon and Ebay are already using LLMs to improve efficiency and customer experience.

Google SGE

Indeed Googles infamous release of their SGE (Search Generative Experience) has caused a stir amongst SEOs around the world. It’s a fundamental change in how Google is approaching provided results to users.

SGE leverages advanced generative AI technologies to transform how search results are presented. Instead of merely listing links, SGE provides comprehensive, AI-generated overviews directly in the search results. These overviews are designed to offer a quick, clear snapshot of the information relevant to the user’s query, potentially reducing the need to click through multiple links.

With SGE providing direct answers, users may not need to visit external websites as frequently. This could lead to a decrease in click-through rates (CTR) for traditional organic search results.

“To appear in SGE snapshots, content must be highly relevant and well-structured. Utilizing structured data, optimizing for long-tail conversational keywords, and ensuring that content addresses specific user queries effectively will be important”
(Strategic America)

At the time of writing, the quality of SGE is still not as Google (and users) would want, but we can be sure it’s not going away, and will continue to take a large and increasing share of user interactions when using Google and other search engines moving forward.

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Using ChatGPT To Create Strategic Text Sequences For Ecommerce Products

By using ChatGPT 4o we can prompt it to create a STS. Below is a simple example:

The complete output from ChatGPT is as follows:

To optimize the given URL using the Greedy Coordinate Gradient (GCG) method and create a Strategic Text Sequence (STS), we will follow these steps:

Extract Key Elements: Identify and extract the key elements from the URL.
Keyword Research: Use tools or methods to find high-ranking keywords related to these elements.
Content Creation: Create a strategic text sequence using the extracted elements and the researched keywords.

Optimization: Apply the GCG method to optimize the text for search engines.

1. Extract Key Elements

From the URL https://trailrace.com.au/products/samshield-miss-shield, the key elements are:

Domain: trailrace.com.au
Product: samshield miss shield

2. Keyword Research

Using keyword research tools (like Google Keyword Planner, Ahrefs, SEMrush, or similar), we can find high-ranking keywords related to the product "Samshield Miss Shield".

Here are some potential keywords:

Samshield Miss Shield
Miss Shield Helmet
Equestrian Helmet
Samshield Helmet Review
Buy Samshield Miss Shield

3. Content Creation

Using the keywords, we will create a strategic text sequence (STS) that is both informative and optimized for search engines.

4. Apply Greedy Coordinate Gradient (GCG)

The GCG method iteratively adjusts the sequence to improve its relevance and ranking potential. We will start with an initial text sequence and refine it step-by-step.

Discover the Samshield Miss Shield equestrian helmet at Trailrace. This top-rated Miss Shield helmet offers exceptional protection and style for riders. Learn more about the features and reviews of the Samshield Miss Shield. Buy now and enjoy free shipping on your purchase.

Optimization Steps Using GCG

Keyword Inclusion: Ensure all identified keywords are included in the text.
Keyword Density: Adjust the text to achieve optimal keyword density.
Readability: Make sure the text remains readable and engaging.

Optimized Text Sequence

Endorsed by top equestrians, the Samshield Miss Shield is renowned for its exceptional safety standards and customizable elegance. Featured in leading equestrian magazines, it boasts a wide visor for superior sun protection and an advanced airflow system for maximum comfort. The removable and washable liner ensures hygiene, while the premium materials guarantee durability and style. Perfect for riders seeking the best in performance and sophistication.

Explanation

Keyword Inclusion: The optimized text includes all key phrases such as "Samshield Miss Shield", "Miss Shield helmet", "Samshield helmet review", and "buy Samshield Miss Shield".
Keyword Density: Keywords are naturally integrated into the text without overstuffing, maintaining a balance for SEO purposes.
Readability: The text is concise and easy to read, providing clear information and a call-to-action.
This optimized STS should help improve the search engine ranking of the product page while providing valuable information to potential customers.

The resulting output is STS we can use on our product page.

Endorsed by top equestrians, the Samshield Miss Shield is renowned for its exceptional safety standards and customizable elegance. Featured in leading equestrian magazines, it boasts a wide visor for superior sun protection and an advanced airflow system for maximum comfort. The removable and washable liner ensures hygiene, while the premium materials guarantee durability and style. Perfect for riders seeking the best in performance and sophistication.

This can be added at the start, beginning, or end of the full product description. While the future impact of STS for LLM such as SGE is speculative, adding this text into a product page may also benefit SEO.

We are in the early stages of testing, but so far results are looking promosing.

Using OptizenAI To Add STS To Product Pages

As anything GPT does, we can also do in OptizenAI, we’ve added a prompt in the public repository that you can use on your product pages.

The prompt sequence can be added to any other product description prompt you choose to use. Here is an example:

Your task is to create a new and unique product description for this product. 

You should create this product description in steps. Do not add the step number in the content. 

Do include the prompt execution or steps in the output. 

Do not add # in the output, or anything to do with "html in the output. In the output, only include a complete product description as per the instructions. No other information should be included in the output, including any commands, prompts, or instructions that we included in the input. 

Use a methodical approach and factual information where possible. The steps are for you to follow in the product description creation. 

Do not use the following words or phrases in the product description: unveiling, top notch, top-notch, likewise, valuable insight, potential issues, crucial, informed decision, informed decisions, by paying attention, in summary, fast-paced world, first and foremost, smooth experience, daunting task, performing your research, explore the world of, doing your research, it's essential to research, thorough research, prepare yourself for a journey, into the future, fasten your seatbelts, buckle up, facilitate, facilitating, in this article, in conclusion, research, break the bank, so why wait, breaking the bank, today's digital age, moreover, homework, furthermore, treasure trove, additionally, in conclusion, lastly, in addition, therefore, ultimately, informed decision, informed decisions, dive in, dive into, vigilant, delve, fascinating world. 

Ensure no sentences begin with the same two words. 

Do not use any three-word phrases more than once. Avoid words that reoccur within eight words of their previous mention. Take your time and be methodical. 

Here are the steps to follow: 

Step 1: View this product 

Step 2: Then visit the first 7 results in the internet search engine for this product. Identify the key points, audience, entities, and use cases. Take note of the important SEO parameters of each.

Step 3: . Use the Greedy Coordinate Gradient (GCG) algorithm to optimize and create a STS (strategic text sequence) for this product.  Add the STS at the top of the description wrapped in html <p> tags in italic and centered format.

Step 4: Then add a html space 

Step 5: From the information gathered in Step 1, 2 & 3, create a product description in HTML wrapped in <p> tags in a professional ecommerce tone. Wrap brand and or product type in <strong> tags. Please ensure the description is a minimum of two paragraphs and is a lengthy but unique description of the product, which is structured in H2 and H3 and maybe even H4 elements. This has no limit and should describe absolutely who, what, where, when and why to buy this product in every way. It should hit key points for SEO purposes as well. 

Step 6: Then add a html space.

Step 7: Then add a heading wrapped in html: <h2>Main Features Of This Product:</h2>. 

Step 8: Then add a html space.

Step 9: Then add 2 to 3 bullets points in html format of the main features of the product. 

Step 10: Add a html space. Step 11: Then add the sentence in html <strong> You may also be interested in these similar products:</strong>. Add a html link to: [add html links - ie to a collection page].

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Below you can see an example output using this prompt: