ChatGPT and its impact on SEO strategies
According to Google itself in terms of web positioning and marketing, content is key. And without a doubt, ChatGPThas proven to be very innovative when it comes to generating information. Its amazing ability to hold conversations, translate texts, perform specialized tasks and generate content a priori makes it a powerful tool, but how does this influence SEO strategies?
Certainly Artificial Intelligence applications like ChatGPT are changing the way search engines work as well as the ways to gain SEO notoriety. Here are some ideas on how you can use it to improve your SEO and some drawbacks you should be aware of:
How to use ChatGPT to improve your SEO?
Help for technical SEO: Knowing how the competition is working is always a way to be well prepared. So,with some AI, and even with ChatGPT it is very easy to create XPath short-codes that serve as a plugin to extract useful SEO information from competitor’s sites. We could also ask you for other technical SEO suggestions, like making H-Reflag tags for our local pages, or creating rules for robots.txt.
Semantic searches: Typically search engines deliver results from natural language processing using AI. ChatGPT can be valuable in this regard to evaluate what are the best keywords, or related phrases on a given topic.
As a data analysis tool: Analyzing large volumes of data is something that AIs are very good at. For any SEO specialist it is important to identify those search trends that are being performed on the web on certain topics of interest. Just by asking ChatGPT we could identify trends and patterns to optimize our SEO strategies.
Content Optimization: SEO content creation is increasingly necessary to continue gaining notoriety with search engines. Any AI, and even ChatGPT can help in this path of generating content optimized for search engines. By asking for suggestions for meta descriptions, or attractive titles, we could better evaluate the strategy to follow. You can even ask for a list of words related to that keyword to enrich the article.
Inconveniences for SEO strategies
ChatGPT can be very attractive for content creation, but we should never use it as a final result. Why? Here are several reasons that would be directly attacking the positioning strategies for your website:
Content not updated: If we ask ChatGPT right now where Leonel Messi plays it will not know or possibly answer that he is still with PSG. Let’s remember that this AI can only generate limited content, because its access to data was updated until 2021. An answer with errors used to make up a text can create false information and this directly undermines positioning. Moreover, as OpenAI itself has acknowledged, the tool still has many limitations. Hence when ChatGPT does not understand a question it may make it up or ask you to provide more information.
Syntax and matching errors: ChatGPT is a natural processing language, and no matter how surprising its answers are, it is not a human being. Artificial Intelligence tools use a rather robotic and unnatural language based on patterns. So most of its answers have to be checked, contrasted and analyzed. Its use should not be a definitive way if we want to have a quality and well-written content. Consider that if this happens you can lose credibility and ultimately affect the entries to the website.
Very generic content: The large amount of information processed by this AI makes it return many possible answers to a given question. Content that is too generic and not oriented to an audience can affect our SEO strategies.
What has Google said about it?
In view of the new phenomenon, Google has already pronounced itself on some positioning issues in the era of ChatGPT and other Artificial Intelligences that process natural language. According to Google Search Essentials, content generated by automated processes without taking into account quality or user experience is considered spam and is grounds for penalization. In addition, the search giant’s own spam policies state that misleading content generated automatically should be avoided.
Google’s SEO office-hours, John Mueller, assured that “Artificial Intelligence automatically generates content that goes against Google’s guidelines and will directly penalize a website’s SEO if detected”.
Conclusion…
There is no doubt that well used ChatGPT or any other AI that generates content from natural language processing can be very useful as a tool to explore topics or analyze trends, never as an end product of a result.
Artificial Intelligence can generate attractive content, it is true, but not 100% truthful. There are still issues such as quality, timeliness and style that can undermine any content and ultimately your SEO goals.
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