23 January 2023 |
Media and Advertising Industry
Should You Use ChatGPT To Write Content On Your Business Website?
ChatGP is anAI program which can generate content within seconds. While the copy generator can cut your resourcing time down significantly, is it wise to use it on your website? Will ChatGPT effect your SEO?
What is ChatGPT?
Known as the world’s best language-processing AI model, the mind-blowing tool can generate text responses for pretty much any copy you type into the search bar. Need a 1500-word blog post on ‘the best language schools in Australia’? ChatGPT can implement an article in seconds.
What about the infamous media coverage around asking ChatGPT to write a song in the style of Nick Cave? You can read his thoughts on what he personally thought about it in The Guardian.
And while the chatbot gained over 1 million users after it was launched, I’m sure you have a lot of questions about the direction of content on the internet, as do we.
So, before you jump in and start using Chat GPT 3, I’ll break it down so you can clearly see if it’s worth investing in it right now. And while I say investing in, ChatGPT is currently free while they are in the pilot stage. How long it stays for free is another story.
Will ChatGPT write plagiarised copy?
From an SEO perspective, the first question that came to mind is whether ChatGPT writes plagiarised copy. When publishing copy on your website, it’s very important never to copy any content word-for-word that currently sits on the internet. Currently, the natural language processing ChatGPT tool can differentiate copy it has already given to another user, but don’t expect the content to vary.
If you want your website to rank and perform well, you must avoid publishing the same content that could be written on another website. Google will penalise you and before you know it, your website will start to tank. Always, always, write unique and original copy on your site as a number one rule for SEO.
How accurate is ChatGPT’s content?
Unfortunately, ChatGPT’s language model doesn’t quite understand what is true or false when it comes to content. This would mean a lot of editing might be needed to go through, research and update the copy yourself.
In SEO you want to gain E-A-T (Expertise, Authoritativeness and Trustworthiness) which basically means Google will value your website as the expert in your industry and niche. If you’re producing factually incorrect content, it’s going to be much harder to gain E-A-T which will affect your keyword rankings and organic traffic.
A lack of content knowledge post-2021
Need the most up-to-date content to make sure your content ranks? The problem with ChatGPT is it’s got minimal knowledge of the world since 2021, which means it’s going to be hard to use it to optimise existing content or create new content.
SEO is often a race to get to the top of Google for your targeted keywords. In order to do this, you need to make sure your content is consistently up to date. By updating content every six to 12 months, you’ll need to keep your content relevant for users to find you.
So, if you’re using ChatGPT as a quick shortcut, the copy provided won’t be up to date.
ChatGPT doesn’t compete with copy on a human level
While ChatGPT can punch out a copy within seconds, it doesn’t compete on a human level and misses the nuance of human-like responses. Writing website copy needs to reflect search intent so you’re reaching the right audience which is something it simply does not do right now.
Ensuring brand personality, the voice of the customer, consumer psychology and of course business owner goals are some of the important aspects you need to consider when writing content.
Will ChatGPT write SEO articles?
As amazing as it could be, ChatGPT doesn’t produce SEO-based copy for your website although you can ask it to write various keywords and even write various versions of a copy.
Even though it will list out keywords for you, it won’t show you how valuable the keyword is, i.e. it doesn’t tell you how hard the keyword is to rank for or how many people are searching for that keyword each month.
It also doesn’t link to any external sources or internal pages so you’ll need to go through and manually do this yourself.
To ensure your content follows SEO practices, you’ll need to have a clear SEO strategy, research, and data and use multiple SEO tools before even considering looking at the copy produced by ChatGPT to make sure it ranks on Google.
How to utilise ChatGPT for SEO
One of the best ways to view ChatGPT is almost like a research tool. Simply type in a topic and it will give you so many ideas for blog posts to write about. It can punch out quick responses, and snappy copy that you could use as research when writing copy for your website.
It’s certainly not at the stage to replace copy and content writers as of yet, but it can be helpful when looking for content or copywriting IDEAS not only for your website but for social media captions. It’s also a good tool for coming up with punchy titles and meta descriptions (according to Google, this is not against their guidelines currently). And, it’s also good for writing an email to your subscribers if needed.
But the question is, will Google die as ChatGPT becomes more powerful? Find out more about ChatGPT in Matt Diggity’s How CHATGPT has changed SEO forever on YouTube.
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