SEO and artificial intelligences such as ChatGPT are changing the landscape of the Internet search market. Due to the popularization of these intelligences, doing SEO or Search Engine Optimization; of a website is now easier, because among other useful functions, we have powerful tools to create texts automatically.
According to Statista, in 2023, the Internet search market is about to experience a huge shakeup due to the launch of various AI-powered search tools that allow users to obtain information in a conversational environment. In this post we will cover the following topics:
- What are artificial intelligences?
- What is ChatGPT?
- Search engines as marketing tools
- How are artificial intelligences related to SEO?
- How ChatGPT can help with SEO of a website?
- Conclusions
What are artificial intelligences?
According to the OpenAI company, artificial intelligence is a field of computer science that focuses on creating machines and programs that perform tasks. These tasks would normally require human intelligence, instead artificial intelligence developments work with algorithms and mathematical models. With them you can perform multiple jobs such as:
- Pattern recognition: This serves to detect fraud, identify objects in images, perform voice recognition.
- Natural Language Processing: It refers to an understanding of human language to perform tasks such as automatic translation, the generation of answers to questions, among others.
- Process automation: For example, classifying emails, scheduling appointments, purchase tracking, product return processes, etc.
- Decision making: By detecting patterns, AIs can make business decisions such as analyzing risks and managing investments.
- Robotic: Control the movement and navigation of robots, to perform industrial tasks.
Perhaps explained in this way it sounds very ambiguous, but once applied, we have dealt daily with artificial intelligence when using smart speakers, such as Google Home, HomePod or Alexa, these are virtual assistants that help us control the house in an intelligent way (for example, turning on the light just by asking or playing music) and to obtain information by asking a question.
Another example of an artificial intelligence that we have commonly used could be chatbots, which are used by large companies to answer their customers’ queries through social media such as WhatsApp, Facebook, etc. and even from their same websites.
What is ChatGPT?
Specifically, ChatGPT is an artificial intelligence that is causing a stir for being highly efficient and also for having released a free version of the software. I entered ChatGPT and asked what is ChatGPT? Specifically, ChatGPT is an artificial intelligence that is causing a sensation for being highly efficient and also for having launched a free version of the software. I entered ChatGPT and asked what is ChatGPT? Defined himself as:
ChatGPT is an artificial intelligence based chatbot developed by OpenAI. He is able to answer questions and hold conversations on various topics thanks to his training with large amounts of data and advanced natural language processing and machine learning techniques. He is able to answer questions and hold conversations on various topics thanks to his training with large amounts of data and advanced natural language processing and machine learning techniques. ChatGPT is used in a wide variety of applications, from customer service chatbots to search engines and virtual assistants.
When entering the ChatGPT website, we are asked to register, provide a phone number to pass the two-step security filter, and click a captcha to verify that we are human.
Once on the platform we can ask any type of question and receive answers from the software. The answers are retrieved from information stored on the web, from books, databases, among others.
Search engines as marketing tools
Search engines like Google, Bing, Yahoo, among others, are tools that help us find: answers to our questions, service providers, specific products… they have become the main mechanism to consult information necessary for our daily life
Some interesting data
- As of December 2022, Google was still the world’s leading search engine, with a market share of almost 84%.
- Google is still the biggest player, though its online dominance hasn’t spread everywhere: in Russia and China, for example, the service is dwarfed by its domestic competitors Yandex and Baidu.
- In the rest of the world, users are increasingly opting for privacy- or sustainability-focused alternatives, such as DuckDuckGo or Ecosia, due to concerns about data collection and privacy.
Source: Statista.
Of course, marketers have noticed this and that’s why marketing strategies can be focused on them. As we have seen previously, search engine marketing can be classified into: SEA, SEM and SEO.
- SEM – Search Engine Marketing: It encompasses SEO and SEM, that is, all marketing actions, whether paid or not.
- SEO – Search Engine Optimization: It refers to improving technical aspects of websites and their contents, so that they are visible in search engines.
- SEA – Search Engine Advertising: It refers to the payment of advertisements in search engines. It is common that the SEA is called SEM.
Organic and paid search engine results
Worldwide, paid search advertising spending is experiencing rapid growth. With ad platforms, when you pay for a term, for example ‘web pages’, you automatically begin to appear at the top of search engines for that keyword.
However, among Internet users there is greater credibility for organic results. Organic results are those that appear in the first positions of search engines without being ads. They are usually well made pages that show relevant information.
To get one of our content to appear on the first page of the SERP, (Search Engine Results Page) a series of steps can be followed to optimize the website and the content of its pages.
For this reason, having a corporate blog and publishing specialized content that answers Internet users’ questions and offers relevant information is one of the mechanisms by which SEO strategies have traditionally been carried out.
The production of corporate texts is usually in charge of people who work within the company that publishes them or, they are created by a digital content agency that they hire to generate these materials. At least, that’s how it’s been done traditionally. With the advent of artificial intelligence such as ChatGPT, the rules of the game are changing.
How are artificial intelligences related to SEO?
AIs and the market of online searches
- ChatGPT, developed by OpenAI, was released in November 2022.
- In January 2023, Microsoft announced a multi-billion dollar investment in OpenAI, and soon after released a new version of its Bing search engine powered by the improved ChatGPT AI, which would allow users to chat with Bing as ChatGPT.
- Not to be outdone, Google has also launched an experimental conversational search service called Bard, which is based on its LaMDA AI program. However, mistakes made during the launch event caused Google shares to lose around US$100 billion in value, highlighting the risk of these kinds of experimental product launches.
- Other companies that, as of February 2023, have announced that they will launch their own AIs are:
- The Chinese search engine Baidu and its product Wenxin Yiyan (Chinese) or ERNIE Bot (English).
- South Korean search engine Naver and their SearchGPT service.
- The Russian search engine Yandex with its offer YaLM 2.0.
Example of using ChatGPT for SEO
As an example of how artificial intelligences are related to SEO, in this section of the post I present a copy-paste of the information provided by the ChatGPT tool when asking the question:how are artificial intelligences related to SEO?
- User experience improvement: AIs can help improve the user experience by optimizing website loading speed, information structure, and ease of navigation, which in turn can improve rankings in search results.
- Semantic search: Search engines such as Google use AI to understand natural language to provide more relevant search results. AIs can help SEO specialists to identify keywords and phrases related to a particular topic, which can improve search results rankings.
- Analysis of data: AIs can help SEO specialists to analyze large amounts of data to identify trends and patterns that can improve the SEO strategy. For example, an AI could analyze user search patterns and suggest additional search terms or emerging trends.
- Content generation: AIs can also help SEO specialists generate quality and search engine optimized content. This may include creating product descriptions, page titles, meta descriptions and other types of content.
In summary, AIs can be useful for SEOs in improving user experience, natural language understanding, data analysis and generating search engine optimized content.
How ChatGPT can help with SEO of a website?
Have you been able to detect any difference between the style with which this post has been written and the style of the section generated with ChatGPT?
Any distinction could hardly be noted; for this reason, although search engines such as Google have announced that they will penalize the use of artificial intelligence for the creation of content, in reality, we don’t know if they will actually be able to differentiate between texts created by a human and those created by ChatGPT or similar tools that will surely be released soon.
Tips to do SEO with ChatGPT
Some recommendations to use ChatGPT to do the SEO of a website are:
- Give clear instructions. Some examples of prompts or requests that you can make are:
- Create + Titles for a blog that talks about X topic
- Redacts + A list of frequently asked questions and answers around X topic
- Program + The HTML code of a website with X sections
- Do + The CSS code of the page you created, with a pastel color palette
- Be specific. You can dictate the parameters of what you want the tool to do, for example:
- Create a meta description for page X, which has less than X number of characters and a call to action oriented to web purchase
- Use the option to regenerate the answer if you are not satisfied with the initial result
- Formulate relevant and specific questions to get useful answers. It is better to ask: how can I improve my Python programming skills than to ask: how can I improve as a programmer? Your questions should be:
- Clear
- Specific
- Easy to understand
- Relevant
SEO Prompts for ChatGPT
In the post “20 Ways ChatGPT Can Change Your SEO Game” from the SEO Powersuite, a very detailed review is made of the type of SEO instructions that we can ask ChatGPT for. Below I offer a summary. We can use ChatGPT in the SEO environment to:
- Search keywords
- Brainstorming topics to write for the Blog
- Group keywords by search intent and by their semantic relevance
- Create contents
- Generate schematics
- Overcome “blank page syndrome” or writer’s block
- Create long-form content, although we will review it later
- Make product descriptions
- Ask for suggestions for content optimization
- Optimize content for featured snippets
- Generate attractive titles and meta descriptions
- Rewrite the deficient contents
- Request technical SEO suggestions
- Generate the Schema markup in seconds
- Make Hreflang tags for your local pages
- Create rules for robots.txt
- Redirect URLs with custom .htaccess rules
- Other essential SEO indications for ChatGPT
- Generate RegEx to facilitate report generation
- Find link building partners
- Compose outreach emails
- Perform smart SEO research
- When using plugins such as AIPRM for Chat GPT
- While human creativity will always be necessary to determine an agenda and a communication plan, we now have more tools to generate texts.
- However, much of the work previously done by human copywriters is now being generated by AIs.
- Faced with this scenario, professional writers will have to change their perspective, perhaps they will become editors of automatically generated texts.
- Now it is more necessary than ever to have a critical point of view to discriminate which of all this information created by robots really adapts to our reality as human beings.
- Sometimes ChatGPT makes mistakes. In other words, we should not accept as true anything a robot says unless it first goes through a human-quality filter.
Do you want to know more about this and other SEO topics? We recommend our web positioning course.
