Wherever you go in the search engine world today, you’re bound to run into an SEO company that’s talking about Chat GPT.This is because all you need to do is write a few sentences, and you’ll get the written content you need for your marketing. While this is great right now, AI-generated content presents a huge risk for marketers who are relying on it to build their SEO program.
Why do search engines consider Chat GPT content to be low-quality?
Ask any SEO company, and they’ll tell you that the content produced by AI (artificial intelligence) is considered to be of low quality by search engines. This is especially true here because while touted as AI, in actuality,it’s more like a trained machine learning algorithm.
The algorithm that this program is built from is a neural network that’s been trained in deep learning. While this is a great way to predict which word might come next when you’re writing a piece of content, it isn’t so great when you need to have an entire piece of content written for your website. This is because every machine learning program is only as good as the data that the model received its training from. In this case, the data primarily comes from web content that’s been crawled.
Does Chat GPT carry any value at all?
The short answer to this question is “yes,” but there’s also a risk associated with using it. This is why an SEO company won’t argue against its use, but what they will argue against is its use for SEO. So, what does this actually mean?
Chat GPT may prove useful when it comes to creating dispensable content (e.g., ad copy and social media posts). However, when it comes to creating things like blog posts, you’ll still want to use a human who can thoughtfully craft well-written content that sets your brand apart from its competitors.
If you follow this formula, you may not make any gains in the short term. However, once search engines roll out their new algorithm updates (which inevitably they will), you’ll be the site that survives. This is because they’ll be aggressively combating AI-generated SEO content.
How will search engines know that content is written by AI?
While you may not know this, Google can already fingerprint specific authors’ written content. This is because each of us has our own unique style (e.g., words commonly misspelled, punctuation mistakes made, slang when used). If you ask an SEO company, they may tell you that some authors may even accrue EAT (Expertise, Authority, and Trust), which is a key ranking signal. Their EAT is for those topics that they’ve been known to write about.
When you think about content that’s written by Chat GPT in this way, there are a couple of negative implications. One such drawback is that Google won’t only be able to detect this content, but it’ll be detected down to its unique algorithmic footprint and source. This means that you won’t be able to hide the fact that you’re using AI content, even if it’s been heavily edited. Therefore, you’re now at the mercy of any updates that Google may do in the future and the consequences these bring.
How should you be building your SEO program?
SEO and content marketing far outweigh what Chat GPT can produce. In other words, you need a real, legitimate SEO company to do the work for you. At the Local SEO Tampa Company in Tampa, FL, we’re able to help your brand stand out from your competition as an authority in your industry. Get in touch with our SEO company to learn how we can help you build such a program that’ll withstand the test of time.