Why Do We Use AI?

by Caleb Dueck, Director of Operations at Sperry Honey

Caleb Dueck, circle

AI doesn't make the best recipes. To be fair, from my experience, ChatGPT doesn't do as bad as some articles claim. I've used it to make dinners in a pinch and it was surprisingly good).

But it's certainly not good enough to make great recipes.

Here's the thing, our goal is to make the best honey recipes on the Internet, and we're not going to settle for ChatGPT-quality.

We plan on hiring professional recipe-makers to make great honey recipes AND explain it in an easy-to-understand way.

But that still begs the question: why do we have AI-generated recipes up on sperryhoney.com right now?

Well, to explain that properly, I need to explain some marketing-technical stuff.

There's a 99% chance you probably don't care, and understandably so 😂.

That said, if you are curious, I'll be more than happy to explain it to you.

Why AI?

As the Director of Operations at Sperry Honey, I'm in charge of marketing our honey and beeswax, among other things.

(if you've never heard of Sperry Honey, you can read all about who we are here)

My main focus for marketing is this little thing called SEO.

SEO is short for "Search Engine Optimization", and it essentially means showing up in Google for certain search terms.

For example, if someone were to type "clover honey" into Google, we would want our honey to show up first.

I actually just crunched the numbers, and about 4,300 people search "clover honey" into Google every month!

We'd get a lot of sales if we were a top that list.

But we can go bigger than that.

Thing is, there are more potential honey buyers we can reach than just those 4,300 people.

After doing some nerdy homework, I realized a lot of people search for honey recipes online.

I asked myself: "Self, wouldn't it make sense marketing-wise for us to make awesome honey recipes?"

When someone types "honey garlic chicken" into Google (and 36,000 people do every month), at the very least I know they buy honey.

Maybe if they clicked on our recipe, they might go through our website, learn more about our brand, and buy some honey.

(especially once they realized much of the imported honey on the grocery store shelves has corn syrup and additives, but that's another story for another day 😊)

Bottom line, as a small business, you gotta get creative just to get in front of customers nowadays.

So I made a list of all those honey recipes, and came up with over 1,000 honey recipes that are often searched in Google.

Everything from honey boba to honey mustard wings.

Then the task should be easy, right? Just make those recipes and rank 1st in Google, driving a lot of traffic to our site, and boom: honey sales.

The problem is, ranking 1st for your target keyword (like "honey garlic chicken") isn't exactly a walk in the park.

Oftentimes, our recipe will be competing with big brands like All Recipes and The Pioneer Woman for that top spot in Google.

We're new to the party, so if we want recipes to rank ahead of those household names, we'll need to bring our A-game.

As it turns out, one of the factors Google looks at when it's deciding who to put 1st is how old a page is.

Which makes sense, right? If a world-renown food blogger made a recipe 10 years ago, they've got more cred in Google's eyes than someone who published a similar recipe yesterday.

When I realized that making 1000+ honey recipes could take years, I wanted to give our recipes a head start.

Enter AI.

AI gives us something to put on a page so that we can get Google's clock ticking.

It's not the best content, but it's not the worst either. It's enough for Google to start their timer, and that's what matters to us right now.

We don't really expect any of our pages to rank high at the moment.

But let's say in 2 years, we finally get around to making that honey BBQ wing recipe that's been on our list for a while.

Once we replace the AI version with the best darn honey BBQ wing recipe online, we'll let Google know we updated the content.

And then, Google will be much more likely to list our recipe first when someone types "honey bbq wing recipe", because Google knows our page is 2 years old, as opposed to 1 day old.

My plan is to slowly replace all of the AI recipes with amazing recipes, but for now, the AI recipes act as a placeholder until we're ready to make new ones.

That was probably more than you needed or wanted to know, but I hope that explains why we have AI recipes on the site. If you have any further questions, feel free to reach out at caleb@sperryhoney.com, I'd love to chat about it.

Oh, and if you want some honey that's not pumped with corn syrup and artificial sweeteners, make sure to check out our clover honey.


- Caleb