Artificial Intelligence (AI) has revolutionised the digital space and how we work and communicate. Adding to its increasing list, OpenAI unveiled its newest language model in November 2022, ChatGPT, or Chatterbot GPT-3. In no time, this OpenAI tool has become a global buzzword, with tech and marketing communities keenly using it for one or the other cause.
Well, the big term doesn’t need any introduction. It’s an OpenAI language model in the form of a virtual assistant designed to provide information and answer questions on a wide array of topics. Not only this, but it can communicate with users easily. It understands the natural language just like we humans can.
This OpenAI technology is significant for businesses in enhancing customer experience and customer support and offering improved customer insights.
Keeping up with the trend, team Digiwhiz, last month started to deploy ChatGPT for a few of our clients and their digital marketing requirements.
Here are some areas where we are using ChatGPT for our digital marketing clients:
Keywords are an essential aspect of SEO. Our team uses ChatGPT to generate a list of long and short-tail keyword ideas. Just ask the AI tool to list keywords based on a seed term.
We use client data from the Google search console and seek more insights from ChatGPT. All we do is simply copy and paste the data from the search console in ChatGPT and get relevant information.
We use ChatGPT to generate FAQ schema code from a text we provide. Just by typing a topic or question related to our client’s industry in ChatGPT, we are able to generate a list of questions that are closely related.
The process of creating robots.txt rules is now easy with ChatGPT. For those who aren’t aware, a robots.txt file tells search engine crawlers which URLs the crawler can access on your website.
ChatGPT does exceptionally well in clustering semantically relevant keywords. Our digital marketers have been using ChatGPT to organise the keywords for which we rank well – and not only those – into clusters: A cluster list of keywords based on their semantic relevance.
Now finding blog topics for our clients is effortless and fast with ChatGPT. Using the keywords generated by ChatGPT, we ask it to give us as many unique blog/article titles as we want.
ChatGPT is our handy tool for website audits. We are using it to refine meta titles, descriptions and even web page content.
Other than these, we have been using ChatGPT for:
ChatGPT is undoubtedly a fantastic tool for creating personalised, automated content against various responses. It can help boost website visibility, engagement, and conversions. It also helps you save a lot of waiting time, allowing you to focus on other important tasks. But at the same time, ChatGPT also has some loopholes that may affect your SEO negatively.
After a month of using ChatGPT for our clients and their SEO efforts, this is all we have found.
One major issue we faced when using ChatGPT is the potential for duplicate content. Since it is an automated chatbot, it provides the same responses to numerous user inquiries. This leads to generating duplicate content. Content duplicacy can impact the quality of information on your site, affecting your search rankings.
ChatGPT often generates offensive or biased content. We tried using ChatGPT initially for generating long-form articles. But the results it generated weren’t up to the mark. It wasn’t informative, lacked human touch and was not at all engaging. Besides plagiarism, the readability score for ChatGPT-generated content is extremely low.
The long-form content that ChatGPT generates is sometimes not relevant or inconsistent with the context of the input. Since search engines highly value the intent and scope of the query, the content generated by ChatGPT isn’t always sufficient to answer the user's questions.
When using ChatGPT, we have to spend extra time reviewing the content thoroughly and making edits for grammar and duplicity. We also have to enhance it by adding more information to make it more engaging and appealing for the target audience.
ChatGPT may not recognise keywords or optimise them for SEO. As it merely answers the questions and returns an “answer”, this can possibly affect the website’s search engine ranking. This is because the pages containing ChatGPT’s answers won’t appear in SERPs.
Moreover, ChatGPT faces challenges in comprehending and responding to longer and more intricate responses, rendering it difficult to utilise long-tail keyword phrases effectively in SEO copy as ChatGPT struggles to comprehend complex phrases.
Finally, ChatGPT's content is generated exclusively from past data, which may overlook present trends or subjects. The current iteration of ChatGPT only contains data until December 2021, which can pose a challenge for articles competing in SEO for timely topics or news.
Furthermore, the natural language produced by ChatGPT may not conform strictly to the rules and styles that search engine algorithms are intended to recognise.
As it is highly anticipated that ChatGPT will soon replace SEO jobs and content writers, we do not feel so. ChatGPT is a powerful language-generation tool that can be used just to enhance SEO and minimise your effort.
Moreover, we shouldn’t forget that ChatGPT is not a magic wand and has its own limitations. Issues like data bias, duplicity, lack of context and understanding, data reliance, and language limitation may affect your work and SEO rankings. Without persistent human intervention, using this or any OpenAI tool to perfection is next to impossible.
As a leading digital marketing company in Australia, we suggest marketers not to rely heavily on ChatGPT. Instead, they should use it to automate their digital marketing process, freeing up time and resources to focus on other work areas.