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The Implications of ChatGPT on Organic Search Rankings

As technology continues to advance, many businesses are turning to AI content, but should your brand use it and will it help your website rank higher on search engines?

Chances are you have heard of ChatGPT. Less than two months old, this OpenAI chatbot is already passing MBA exams, helping solve coding problems (CodeGPT), and writing copy for websites.

Microsoft’s recent multibillion-dollar investment announcement solidifies AI’s place in the future of business and tech; meanwhile, educators are scrambling to keep up with a chatbot that can generate a writing assignment in less than two minutes.


What is AI content?

AI content is any type of content produced with artificial intelligence (AI) technology. AI content includes AI-generated text, images, audio, and video. It can be used to produce content for websites, apps, and digital publications as well as automate tasks.


What is ChatGPT and why is everyone talking about it?

ChatGPT is a natural language processing model (commonly referred to as a chatbot) developed by OpenAI. It is used to generate responses to user queries. It can be used to provide automated responses to nearly any query. ChatGPT’s responses have a wide reach, ranging from simple blog writing to advanced code problem solving.

While ChatGPT is trending, this isn’t necessarily the first time we’ve seen technology similar to this. Those surfing the internet in the early 2000s may recall SmarterChild, the most popular chatbot, on AIM (AOL) until Apple released Siri in 2010.

Just a decade later, AI content generators have evolved into something awe-inspiring and also worrying to some.

So should your brand use AI to assist with SEO content creation? The answer is yes but with some safeguards. (Spoiler alert: In the future, most content will likely be created by a mix of both bots and humans.)

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How to make your AI content SEO-friendly

While educators work on protecting the traditional essay from AI content plagiarism, a 22 year old was able to create an app (GPTZero) that can detect AI content. Google is doing the same. According to Google, AI content generators (like ChatGPT) are against Google Webmaster Guidelines and can be considered spam if detected. While AI is a helpful tool to scale content production, there are disadvantages to the content it produces. If asked to produce long form content, AI often lacks depth, includes too much fluff and generally has an unnatural tone—so revisiting what the AI generates to “humanize” it is necessary.

AI content generators are useful for streamlining and cutting the time involved to research a topic or inspire ideas. Using AI for research or for outlining is a great way to expedite your content marketing and help scale content production. However, simply commanding AI content generators to “write website copy” or “write a blog post about X,Y,Z” is a no-go and in the coming year we are likely to start seeing Google crack down and penalize websites that are doing this.

Every time content is created, it is essential to think about who is doing the creating and who will be publishing the content. Guidelines should be put in place to ensure the content is factually accurate, ethical and meets standards not only of the brand producing the content, but Google’s standards as well. AI Content generators cannot account for this on their own.

Bottom line: Every time a piece of content is created, a human should always be involved for quality assurance.


The future of content? It’s a mix of both AI- and human-generated—and ultimately, the content should be helpful.

The future of content as it relates to AI is rapidly evolving. With the recent release of the Google Helpful Content Update, content that ranks high in search engines is expected to be helpful and useful for the searcher. Simply using AI to generate content will not be enough for your website to rank high on search engines like Google, although it can make content creation drastically faster.

Ready to grow your content marketing production and increase your rankings?

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SEO & Content Marketing Specialist