10 February 2023 Jonjo How to use ChatGPT for SEO in 2023 In recent months, search marketers and content writers have seen an influx of AI content creation tools that could prove to disrupt our industry. As with any new technology, many SEOs remain reluctant to fully embrace artificial intelligence, while some are concerned about the implications of relying on AI to create digital content at all. Of course, caution is sensible. Although these new products can technically create content with minimal human intervention, they are not yet perfect. ChatGPT and other AIs can and do make mistakes. It may generate an answer that is factually incorrect or provide a response that is inappropriate for the context of the conversation. Depending on your niche, publishing incorrect information could have disastrous effects, especially for YMYL pages. Google and AI Content Let us not forget that Google’s guidelines are clear. Google has said in no uncertain terms that they will not directly penalise AI content, but they will never promote bad content. At least for the time being, AI content still requires a human touch to ensure that content meets professional levels of quality, engagement, and accuracy. Or to put it into SEO-speak: to create content that meets Google’s E.E.A.T guidelines. So how should search marketers view ChatGPT in 2023? Is it only a matter of time before ChatGPT takes all our jobs? Or is Google about to blindside us with the AI-pocalypse and bury AI content in the rankings? The truth, I believe, will be somewhere in the middle. Hold up…what is ChatGPT? Who better to answer that question than ChatGPT? This is what the tool had to say about itself: “ChatGPT is a conversational language model developed by OpenAI. It uses the latest advancements in deep learning to generate human-like text based on the input it receives. This allows ChatGPT to respond to questions, hold conversations, and complete text-based tasks. It has been trained on a diverse range of internet text, giving it a broad understanding of many topics and a high degree of general knowledge.“ Put simply, ChatGPT is a tool that instantly creates AI content based on inputs from the user. How can search marketers leverage ChatGPT for SEO? It’s becoming increasingly clear that AI content is past the point of no return, and the SEO landscape has changed as a result. It will continue to do so. ChatGPT and other AI models are being used widely and will continue to be from this point onwards. As SEOs, our job is to work out how to harness AI generated content to do our jobs better. Our industry often sits at the forefront of technology and I believe it is important for us to embrace it. There are already a number of ways we can use ChatGPT for SEO. SEO Content Generation with ChatGPT One of the most time-consuming aspects of SEO is creating high-quality content that appeals to both search engines and the human beings sat on the other end of the screen. And while AI has the potential to change how search marketers view content in general in the coming months and years, it’s clear that it hasn’t gone away yet! ChatGPT can help streamline the content creation process by generating articles, blog posts, product descriptions, and other types of content based on a prompt or even a set of keywords. It can automate writing meta descriptions, social media posts, outreach emails, rewriting existing content – even structured data. Cue a sigh of relief from search marketers worldwide as they no longer have to create their own FAQ schema! While it may not be wise to copy and paste a ChatGPT response and call it a day, it is definitely easier (and faster) to edit a seed of an article that to create something from scratch. As all writers know, there is nothing more intimidating than a blank piece of paper! Keyword Research With ChatGPT Keyword research is a crucial aspect of SEO, and it involves finding the right keywords to target in order to rank higher in search results. ChatGPT has the ability to assist with this by providing suggestions for keywords based on a prompt or topic. It can also generate lists of related keywords, which can be useful for creating fresh content or even with optimising existing pages. ChatGPT is not about to replace your existing keyword research tools – at the time of writing, other tools still do a far better job (even free ones). However it’s certainly another string to your SEO bow. Is ChatGPT content actually good for SEO? ChatGPT leverages ‘multi-level modelling’, which has been shown to be more accurate than older machine learning models when it comes to identifying keywords for search engine optimisation purposes. The model is able to consider various factors such as search intent, geographical location, industry-specific terms, and related search terms. This means that content from ChatGPT does a far better job than previous AI models at generating content that has the beginnings of SEO optimisation. In addition to generating an initial list of keywords based on user input data points, ChatGPT also provides feedback regarding whether each keyword is likely to be successful or not in helping improve organic search rankings. This feedback can be extremely helpful in determining which keywords should be prioritised over others when optimising content for SEO purposes. None of this is new of course, but never before have we been able to access the information so quickly. Additionally, since ChatGPT’s MLM model continually evolves with each new piece of data it processes, the system becomes increasingly more accurate over time as it learns from users’ inputs and interactions with the platform. It’s clear that AI will only become more ingrained in the SEO workflow as we move through 2023 and beyond. ChatGPT and Search Engine Optimisation in 2023 ChatGPT is an extremely powerful tool that can greatly benefit SEOs in a variety of ways. From content generation and keyword research to chatbots and on-page optimisation, ChatGPT has the potential to streamline our SEO efforts and ultimately deliver better results for clients. In fact the most powerful use case for ChatGPT for SEO may not even have been discovered yet. From link building to boost website’s search engine ranking to building a website in the first place, the savvy SEO professional will be seeing AI technology as an opportunity. As SEOs, it’s important to stay up-to-date with the latest technology and advancements in the industry, and ChatGPT is certainly a technology worth exploring – not fearing. By harnessing the power of this tool, and others like it, SEOs and businesses have an unprecedented opportunity when it comes to digital marketing campaigns in 2023. Back to blog list About the Author Jonjo Head of SEO Meet Jonjo, our Head of SEO. With over a decade of experience in the digital marketing industry, Jonjo brings a wealth of knowledge and expertise to our team. He is passionate about all things SEO and is committed to staying up-to-date with the latest industry trends and best practices. Jonjo is a strategic thinker and uses data-driven insights to develop and execute effective SEO campaigns that drive measurable results. He has a proven track record of improving website rankings and increasing organic traffic for a range of clients across various industries. When he’s not busy optimising websites, you can find Jonjo exploring the great outdoors or catching up on the latest SEO blogs and podcasts.