GPT and SEO Content: What next? //
Many are wondering if AI-generated marketing content is the future.
There are many questions about machine-generated content in SEO today. Is this an option? What would the impact be on search results? It could help you improve your SEO program.
Although the answers to these questions will change over time, many people are trying to figure out what ChatGPT is and what the advantages and disadvantages it offers from an SEO content perspective.
This article will discuss:
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What’s ChatGPT?
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What is Google’s position on AI Content? Is it important?
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What are the benefits of ChatGPT content creation?
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What are some of the disadvantages of ChatGPT content creation?
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What will ChatGPT do for SEO content creators?
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Tips to use ChatGPT to create content
What is ChatGPT?
ChatGPT, a chatbot that uses natural language processing to respond to queries, is simply put.
ChatGPT can be used in many different ways. It gave me a list when I asked.
One use case that is being discussed in the SEO industry is the creation of content quickly and easily.
I won’t get into the details of the technology’s workings. This article on Search Engine Land by Tom Demers, What ChatGPT is and Why SEOs Should Care can give you a brief overview.
You can also read the article by Stephen Wolfram, which explains how it works with written text.
We’ll be focusing on ChatGPT and how it could impact SEO and content creators.
What is Google’s position on AI content? Is it important?
Apart from the fact that Google sees ChatGPT as an existential threat to its existence on the SEO front Google has spoken out several times about automatically generated content over the years, but their position has changed.
Google had previously stated that all automatically generated content was harmful. Google has clarified that it is only automatically generated content intended to manipulate search ranking that is the problem.
Google’s January 2023 tweet:
As outlined in its Spam Policies:
“Examples spammy auto-generated material include:
* Text that is not understandable to the reader, but includes search keywords
* Text translation by an automated tool, without human review or curation prior to publication
* Automated text generation without regard to quality or user experience
* Text generated by automated synonymizing, paraphrasing or obfuscation
* Text generated by scraping feeds and search results
* Combining content from different websites without adding enough value.
Marketers who have advocated for quality content should also apply these principles.
Each of us can play a part in making search results useful and helping our SEO clients to compete by positioning them on top for a particular topic.
ChatGPT is a great tool for content creation.
ChatGPT’s greatest benefit is its speed to deliver results.
ChatGPT could be a great option for small businesses or entrepreneurs who have limited resources to create content quickly. (Learn more about why this could be dangerous in the future.
ChatGPT is capable of producing output for almost any content-related command that you can imagine.
You want sales materials that use pain points and solution-oriented writing? Check.
Do you need a social media calendar? Check.
You want an easy answer to a link penalty? This is the fifth grade level. You can check and again.
The list goes on.
ChatGPT could theoretically revolutionize how companies approach content marketing.
Marketers can use AI-generated content to start their campaigns. This will drastically reduce the time and cost of creating new material.
What are the disadvantages of ChatGPT content creation?
ChatGPT can seem very helpful, but there are downsides to using it for content creation in your SEO programs.
Some drawbacks include:
- It lacks E-E-A–T.
- It could be inaccurate or of low quality.
- Content creators now have a lower barrier to entry.
- It can lead to mediocre results in search engines.
Manufactured without E-E-A–T
E–E-A–T – Experience, expertise, authority, and trustworthiness are the foundations of quality content according to Google.
It’s difficult to imagine AI-generated content meeting E-E-A–T standards because of its nature. Then you have “your life or your money” (YMYL), content such as financial advice and medical advice.
These topics are so dangerous that an AI-generated answer could be potentially fatal.
Ask these questions before you create 1,000 words of AI-written content about a topic:
- Is it possible for AI-generated content to be created on this topic with the required expertise, authority or experience to provide a high-quality solution for search engine users?
- Is it possible to create the same content but with expert input or direct experience?
Low-quality or factually incorrect
ChatGPT does not connect to the internet and relies solely on the data it has received to generate answers.
Data for any query may come from articles, books, or websites. ChatGPT’s view of the world is not complete beyond 2021, when it stopped training.
This can lead to many problems. Not the least, being able rely on content for truth, especially when it is relevant and fresh.
ChatGPT cannot ensure 100% accuracy in answering user requests so there is a chance that content may be misinterpreted.
ChatGPT is not able to understand human behavior. ChatGPT might have difficulty understanding complex topics. ChatGPT can also make awkward phrasing or syntax mistakes.
Lower barriers to entry are required for content creation
AI-generated content lowers the barriers to entry for content creators, as if there wasn’t already a problem with low quality content.
We will now have a subset content creators that aren’t in the creative or critical thinking business.
Content creators don’t need to be experts on the topic.
ChatGPT will create an outline for your project. You can then ask the AI-generated outline to be used in writing a 2,000-word piece. You will have content in minutes.
The possibility exists that thousands of content creators will enter the market, creating content at a lower cost and competing with the rest. One of two possibilities could result:
- We will see the end of quality content creators as we know them today.
- A quality content creator who can also leverage AI content will be more valuable.
Search results for “mediocre” are not impressive
Imagine a world in 10 years where every website has AI-generated content. This could result in a decrease in the quality of search results for the same reasons I mentioned.
The quality of the answer would be average without the E-E-A and human elements. It would only be as good as what the AI algorithms could do. You should also consider that certain AI tools, such as Jasper, are connected to the internet. This means that the AI is reading its own content to generate more content ideas.
It is possible that it could have a negative effect on search results. One of two possible outcomes could occur:
- Search results will lose their value.
- A quality search result will have a higher value.
When creating complex content using AI tools, it is important that people are involved in the process. Low-quality content can be guaranteed without expert human review.
What will ChatGPT do for SEO content creators?
A quality content creator who can use an AI tool efficiently will be of greater value.
A world with AI-generated content will make quality search results more valuable, according to me.
It is likely that content creators will be able to use AI tools to perform parts of their SEO work better – developing ideas, writing outlines, improving writing, creating rough drafts, validating, researching, and rewriting.
These content creators will assume a more editorial role. This position is not for everyone.
The question is: Will it save you time over the long-term?
You must first learn how to use AI tools such as ChatGPT efficiently. It is possible to improve the output by doing some pre-work. This can take some time.
If you decide to use ChatGPT’s article, then you will have to edit it. This is a laborious task if you didn’t do your research on the topic before you can make the outline. You take on the responsibility of quality control for the work of others.
What took you four hours research, writing, and editing is now four hours to configure the request for the AI tool, fact-check the AI data, comply, research, write, and edit.
This process might be more efficient if editors are subject matter specialists.
A subject matter expert could use an AI tool to generate ideas, rough drafts, then validate the data quickly and then complete it based on their expertise or experience.
Actually, I have played with SEO topics in ChatGPT. I found that I could create a coherent “article” with just an hour of editing. Now comes the hard part.
It is clear that a written article and an article finished are two different things. It is possible to get an average article in an hour. This will likely not be enough.
However, if I wish to voice my opinion and educate at the same level as my standard articles, then I still have a lot of work ahead.
Another possibility is that certain topics don’t require much critical thinking or research. In these cases, AI-generated content might be easier to use.
ChatGPT tools can be used to save time for content creators. This could help lower the cost of quality content in the future.
You can create content for any channel you wish, even if you don’t have to follow the same guidelines.
There will be ethical issues and decisions about what to do with AI-generated material. Some universities are currently considering whether AI content constitutes plagiarism.
ChatGPT tips for content creation
These are some tips to help you use ChatGPT to create content.
- ChatGPT can be used to generate ideas, outline and possibly chunks of information that you may be able repurpose for content. To see more examples of ChatGPT being used for content creation, read this article by Tom Demers about how ChatGPT could help you create SEO content.
- When creating high-quality content, it is important to maintain a high level for human intervention as well as the editorial processes in place.
- ChatGPT should have accurate and complete contextual understanding. Your ability to do this step accurately will determine the quality of your output.
- To check if the content looks human-like or bot-like, you can use an additional tool, such as GPT-2 Output Detector demo, when editing it.
ChatGPT is not a solution, but a tool.
ChatGPT has great potential. However, for the reasons I have outlined, I recommend that you exercise caution when using ChatGPT to generate content.
To ensure the highest quality, however, you should always use AI-generated content on the internet.
Ethically, everyone has a role in ensuring that search results provide the most relevant answers to users. We also have to ensure that our SEO clients receive the highest quality service.
The post SEO content and ChatGPT: Where are we going? was first published on Search Engine land.