ChatGPT: Content creation tool or SEO hack?

Learn about the real impact of this AI tool, its pros and cons.

If you’ve been following the buzz about ChatGPT, and how it can be a gamechanger for creators and brands looking to publish content regularly, here are some things you should keep in mind before you decide to outsource your content calendar to artificial intelligence!

How does ChatGPT work?

  • Large Language Models (LLMs) predict what comes next in a series of words
  • Uses human feedback to learn how to respond satisfactorily based on instructions
  • Understands the intent behind a question and provides helpful answers
  • Applies a wide range of knowledge to different domains, similar to how humans do

6 major limitations of this AI model

  • Bias: Results may be biased since the tool is programmed to avoid harmful topics
  • Inaccuracy: Focus is on answers that feel right to humans, does not guarantee accuracy
  • Outdated: Knowledge may not be up to date, as ChatGPT was trained on data prior to 2021
  • Dependency: Quality of content depends on the detail and clarity of instructions provided
  • Identifiable: Algorithms such as Google’s search algorithm can detect AI-generated content
  • Regulation: Industry bodies may insist on ethical AI practices such as watermarking in future

5 key benefits of using ChatGPT

  • Versatile: Ability to generate content in a variety of formats – poetry, screenplay, etc., expanding its applications
  • Multilingual: Understands and responds to multiple languages, finding use in customer support, translation, and so on
  • Personalized: Tailors the interaction based on available data, leading to a better user experience
  • Fine-tuning: Capability to be trained for specific use cases in a particular domain and with subsets of data
  • Intelligent: ChatGPT’s transformer architecture is a deep learning model that recognizes word associations in a complex sequence

What does this mean for SEO?

Pros

  • As a productivity tool, experts could leverage ChatGPT for basic research on topics, reviewing and structuring the content before publishing
  • Keyword research is made easier, as the tool provides a list of related keywords and phrases, and suggestions on which are easier to rank for

Cons

  • Google’s algorithm values E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) which may be difficult for AI to achieve
  • Lower barriers to entry for content creators may reduce the quality of content online, and negatively impact search results over time

By far, the greatest danger of Artificial Intelligence is that people conclude too early that they understand it.

– Eliezer Yudkowsky, Artificial Intelligence Researcher, Writer, Blogger.

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