Watch out, Google. There’s a new player on the search engine scene.
Sure, you’ve heard it before, but this time it’s serious.
ChatGPT (Generative Pre-Trained Transformer) is a great language-centric learning model.
Using artificial intelligence (AI) and massive amounts of data, it can interact with users conversationally, answering follow-up questions, recognizing errors, rejecting inappropriate requests, and even challenging incorrect premises.
While this OpenAI-The developed chatbot is not a direct competitor of Google, per se, it is changing the way searches are performed. And this will drastically alter the shape of search engine optimization.
In this piece, we’ll look at this technology and discuss innovative ways that search engine optimizers are already using it to perform their duties.
What can you do with ChatGPT?
We have only just begun to tap into the potential of using machine learning and artificial intelligence in SEO and marketing.
ChatGPT is able to engage in discussions and answer questions in a very human-like manner.
He can write essays, fiction stories, poems, and even ad copy, which is enough to make professional writers like me a little worried.
It can be used to create content with enough accuracy that the New York City Department of Education has has already banned its use amidst the fear of cheating.
But more than just content, ChatGPT is smart enough to use for writing meta descriptions or debugging code. At the moment, using it for coding is a long technical process, but it seems safe to assume that it will become much easier as the learning model grows.
It can also be used as a search assistant, providing answers to queries in clear and concise formats to save users from combing multiple web pages to find answers to their questions.
For example, if you’re looking for a recipe for Beef Wellington, instead of sorting through a dozen blog pages and scrolling past a long story about how the blogger’s grandmother prepared this dish for Winston Churchill, ChatGPT gives you a list of ingredients and preparation steps.
Screenshot from ChatGPT, January 2023
As an SEO professional, this can seem a bit scary.
But embracing AI technology instead of worrying about it could be a good move.
There are many ways to use it to streamline your work and make redundant or repetitive tasks more efficient.
Let’s see how leading SEO professionals are already using ChatGPT.
Ways SEO professionals are already putting ChatGPT to work
1. Creation of Contents
Creating content can be a hassle, especially if you don’t have a skilled (and humble) writer like me on staff.
Can ChatGPT do this for you? Well, that tinbut you probably should avoid using it to write web pages and blog posts.
In 2022, Google search lawyer John Mueller said in no uncertain terms that the search engine considers content created with artificial intelligence to be spam, a violation of company guidelines.
For now, Google algorithms can identify and penalize AI-generated content, even content that uses anti-detection algorithms.
You should always use human supervision when working with AI.
However, anyone can safely use ChatGPT to create content for social media posts, email pitches, landing page copy for PPC, or even ad copy. It can also be a great brainstorming tool.
I asked ChatGPT, “What is SEO?”
Screenshot from ChatGPT, January 2023
In response, I received three well-written paragraphs that provide an overview of search engine optimization.
As long as you’re careful, ChatGPT can help streamline many redundant content tasks like ad variations, but you should always carefully check any content generated, as it may contain inaccuracies.
2. Keyword research and analysis
OK, so you’re not willing to risk the penalties of being caught using ChatGPT to create content. That doesn’t mean you can’t harness its power as part of your content strategy.
ChatGPT makes keyword research virtually effortless.
All you have to do is open the chatbot and type in some of your target keywords and ask for other related ones. ChatGPT will generate a list of related keywords based on its understanding of the search results.
To test this functionality, I searched for a list of relevant keywords for a banking software vendor.
Soon after, the chatbot presented me with a list of keywords and phrases that might have taken me much longer to find through traditional keyword research.
Screenshot from ChatGPT, January 2023
You can also use it to determine the competition for various keywords.
For a high-level example, I asked him to determine whether “basketball” or “rope net” would be easier to classify. We already know the answer, but it was nice to see the chatbot reinforce it.
Screenshot from ChatGPT, January 2023
3. Development of the content strategy
Okay, I’ll admit it, this one surprised me. I wouldn’t have even thought of it if I hadn’t seen this tweet from Joe Speiser:
6/ Describe your content marketing strategy
As an example,
I asked Chatbot for an AI SaaS content strategy.
It’s pretty basic,
But you can ask Chat to extrapolate each point until you have a detailed roadmap. pic.twitter.com/QxcvKNHJNK
— Joe Speiser ⚡️ (@jspeiser) January 2, 2023
That’s okay. You can ask ChatGPT to outline a content marketing strategy for you.
While it doesn’t return granular plans (although you could probably ask for them), it does provide a high-level set of tactics for content related to a specific field.
One caveat that comes to mind about using a chatbot-created content strategy is the concern that your closest competitors may be doing the same. So you’re all creating almost identical blog posts about “the benefits of AI”, “how AI SaaS can improve efficiency”, etc.
4. Better understanding of search intent
To me, this is the most interesting SEO-related potential that ChatGPT presents: its ability to drill down into the search query and look beyond words to search intent.
Yes, Google tries to do this, and yes, it has improved dramatically over the search engine’s lifetime, but to quote a tweet from Keiran Flanagan, “Google takes your query and tries to answer it. ChatGPT takes your consult and it will often improve it.
4/ Added value:
In many examples, ChatGPT provides additional advice that the searcher had not considered
Google takes your query and tries to answer it
ChatGPT takes your query and will often improve it
Great example of an impressive study done @HelloSurgeAI pic.twitter.com/ZeDJGWP2VR
— Kieran Flanagan 🤘 (@searchbrat) January 3, 2023
Although the beta version of this chatbot is not yet connected to the Internet, it looks like ChatGPT’s learning ability will allow it to develop an exponentially greater understanding of what each searcher is looking for, sometimes even providing information that the search engine did not know. were looking for
As an SEO professional, you don’t need to be told that by shaping your content to better answer a question, you’ll increase your rankings. ChatGPT can help you do just that.
5. Generate good SEO titles
Ask any writer and they’ll tell you that headlines are one of the hardest things to write, especially for SEO purposes. All too often they end up being dry stuff like “How to build backlinks” or some boring equivalent.
To spice things up, I asked ChatGPT to give me a list of titles for a page about backlinks, and he responded with ten options, all more interesting than my “how to” line.
Screenshot from ChatGPT, January 2023
6. Writing and management of analytical reports
For many marketers, reports and spreadsheets are the bane of their professional existence. But companies want data that shows your efforts are making a difference. This is where ChatGPT can be a real game changer.
Additionally, this functionality can help you identify new ranking opportunities that you might have otherwise missed.
Let’s say you want to compose regular expressions for analysis reports, but you don’t have a strong background in programming. For example, you might want to filter a report with specific words to identify opportunities to expand your FAQ or instructions.
ChatGPT allows anyone with a basic understanding of how these expressions work to use the chatbot to automatically generate a list.
Similarly, if you have regular problems with Excel or Google Sheets (and who doesn’t?), ChatGPT can take much of the headache out of writing formulas and analyzing data.
I’ve barely scratched the surface of how AI can help you in these processes, but if you’d like more information, Search Engine Journal’s resident IT guru Vahan Petrosyan has an excellent article that covers these topics in more depth .
AI presents a brave world for SEO
ChatGPT is a very impressive tool. And it’s easy to get carried away by the excitement of what it offers and what it could do in the future, especially for SEO.
Just with the small sample of functionality discussed above, it could save you hundreds of hours every year.
However, it is not without its drawbacks. For one thing, because it’s currently running, it’s based on data from no later than 2021, which means it can’t provide any insight into current events.
It’s probably safe to assume that a later version of the chatbot will fix this issue, but we still don’t know how long it will take for the AI to learn about new events and relate them to other topics.
Also, it is not 100% accurate and unbiased. Depending on its inputs, it may receive and therefore repeat incorrect information, while the initial dataset it was trained on may not be free of dataset bias.
Finally, as someone who grew up watching the Terminator movies, there is always the worry that ChatGPT will become sentient and enslave humanity. To be sure, I confronted it directly.
He “thought” for a suspiciously long time before returning this unconvincing answer:
Screenshot from ChatGPT, January 2023
The final verdict
ChatGPT is great and all signs point to it only getting better.
It shows the potential to make search engine optimization much faster and more efficient.
We must make every effort to ensure that it does not connect to the nuclear arsenal.
Just kidding…kind of.
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Featured Image: CHUAN CHUAN/Shutterstock
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