After its debut by OpenAI, ChatGPT quickly became a global phenomenon. It is used to write a variety of content, including copy, documentation, headlines, topic research, social media posts, and much more.
The marketing field is divided on this topic. When is it safe to use content created by AI? What does a copywriter do in the age of ChatGPT?
This article focuses on one of these discussions: how valuable ChatGPT is for search engine optimization and what role copywriters play in the AI era.
Is ChatGPT bad for SEO?
As an AI language model, ChatGPT can generate text similar to existing content available on the internet. This situation can create issues with duplicate content, which may negatively impact SEO rankings. Google does not crawl the web and store millions of pages simply to show users the same content repeatedly. Instead, it aims to build an index that highlights unique solutions, points of view, and concepts.
After all, that is what people expect from a web search: an easier way to navigate a vast online database of user-generated information.
If content created with ChatGPT becomes the standard, it may become difficult to distinguish one piece of content from another. At the moment, even a mediocre writer can outperform ChatGPT in some cases. This is partly because we live in a world where not all content is exceptional. Much of it already feels similar.
Consider the impact on your competitors. What if they all start using AI software to produce content on the same subject? The differences between articles become minimal. Content may overlap, forcing companies to rely more heavily on backlinks and technical SEO to stand out.
Of course, this assumes your AI-generated content even makes it into Google’s index. If you publish it too late, Google may not consider indexing it if similar content already exists. If a competitor has already posted a similar article, indexing another one with little differentiation offers limited value. Because of this, the use of ChatGPT in SEO should be carefully managed.
Another challenge is accuracy. ChatGPT often writes content with confidence, even when the information may not be entirely correct. This happens because the software uses a sophisticated form of predictive text to generate readable responses, similar to the predictive typing used when writing messages on a phone.
Content creation in the future: Will robots take our jobs?
AI language models like ChatGPT are powerful tools that can generate high-quality text. However, they are still different from human creativity, critical thinking, and unique perspectives. Humans can interpret complex information, apply creative thinking, and add a personal touch that AI language models cannot fully replicate.
For this reason, robots are unlikely to replace human content specialists anytime soon. Instead, job descriptions may shift toward using tools like ChatGPT efficiently, rather than relying entirely on human effort to create every piece of content from scratch.
Rather than replacing people, AI language models can enhance our capabilities and help us produce content more efficiently. For example, businesses and content creators can use AI tools to generate initial drafts or suggest ideas, which human writers can then refine and improve.
However, verifying technical accuracy remains essential. All code samples should be tested. Accounts may need to be created, and instructions should be followed step by step for any system, including hosted services. The article should also be reviewed by a professional in the relevant field. Adjustments are necessary to smooth out rough edges and ensure reliability.
Ultimately, it is up to the human creator to decide where to dig, how deeply to explore a topic, and what perspective to provide. AI tools simply make it possible to dig that hole much faster.
How to use ChatGPT correctly
Simple prompts and suggestions can help you get started with content generation, but more detailed interactions often produce better results.
Be clear and specific. Vague questions tend to generate vague answers. When asking something, provide as much detail as possible and avoid unclear pronouns or ambiguous wording.
Use keywords and phrases. Including topic-related keywords helps ChatGPT better understand your request and focus on the most relevant aspects of the question.
Break down complex requests. If your question contains multiple components, divide it into smaller parts. This allows ChatGPT to provide more precise and comprehensive responses.
Be open to experimentation. ChatGPT is an AI tool, so it will not always provide the perfect response on the first attempt. Try reframing your request, adding context, or adjusting your instructions.
What ChatGPT can’t do for you
If you do not clearly understand the type of marketing strategy you need, ChatGPT will not be able to create one for you. It can only generate a general approach based on the patterns found in the information it was trained on.
When producing high-quality content, ChatGPT also lacks a built-in editorial process.
First, it cannot reliably determine whether the tone is correct. It may mention competitors unnecessarily, include inaccurate claims, or generate false information.
ChatGPT cannot perform end-to-end testing of code samples by loading them into a testing environment, registering for services, and navigating user interfaces. It cannot objectively evaluate whether content is useful for a specific purpose. It also cannot guarantee that all viewpoints on a complex issue have been considered.
Most importantly, ChatGPT cannot empathize with users or anticipate their needs. It has no real understanding of whether information is true or false, biased or culturally inappropriate. It also has no awareness of a company’s principles or ethical standards.
What happens next in the creative industry remains uncertain. However, significant changes are coming. Companies that fail to adapt to new technologies in the digital era may struggle to remain competitive.
If you need help adapting to new trends, contact us and let’s find a way to position your company for success.
Note: We used ChatGPT to generate ideas for this blog post.
