Generative AI and the Future of SEO
ChatGPT has taken the internet world by storm, in fact, it is the fastest-ever growing service in the world right now.
This aggressive new tool has the potential to speed up many processes and decision-making involved in all kinds of businesses. Even while writing this article, the author relies on chatGPT to paraphrase and check grammar.
Traditionally, SEO was heavily dependent on keywords and associated articles. Most search engines work on this structure of indexing websites and ranking them on the basis of keywords and other known and unknown meta information.
The wide adaptation of ChatGPT is going to impact the SEO world, both positively and negatively. This is a two-edged sword; on one end, NLP-based AI tools are putting pressure on the search giants to redefine themselves and on the other end, they are making it easy for webmasters to work faster in the current SEO atmosphere.
ChatGPT for Quick content creation
Marketers are currently using chat GPT to quickly generate SEO-optimized content for clients. Product descriptions, Meta tags, Keywords, Social media content, Hashtags etc can be quickly generated to serve on popular search and social platforms. But are we putting our business at a major risk of being too generic in a world where any brand can generate loads of content with low effort?
From the inception of search engines, we’ve known the cases of people trying to reverse engineer them to increase their SEO value. But most search engines frequently updated algorithms to tackle these malpractices.
If brands heavily rely on these NLP-based tools, Search engine companies would eventually come up with tools to identify the AI generated content and reduce the rankings of the brands which does so.
Google’s Panda to the rescue
Google is well-known for its history of search algorithm updates, such as the Panda update, which was released to tackle the issue of thin content and low-quality articles.
Panda 2?
Recently, there have been rumours that Google is working on an algorithm update that will specifically target AI-generated content. This would be a major shift in the SEO world, as many businesses currently rely on AI tools like ChatGPT to quickly generate content.
The specifics of this update are not yet known, but it is expected to use machine learning to identify and penalize websites that use AI-generated content in a way that is deceptive or manipulative. This could include websites that use generated content to try to manipulate search rankings or deceive users.
Content quality shines again
While this update could be a major challenge for businesses that use AI-generated content, it could also be an opportunity for prioritizing high-quality, original content. By creating unique and valuable content, businesses can differentiate themselves from competitors and build trust with both search engines and users.
Businesses that rely solely on generative tools for content may experience short-term gains but will lose their relevance in the long run.
Ultimately, the rise of AI-generated content is an opportunity for businesses to rethink their content strategy and focus on creating content that is both valuable and sustainable in the long run.
GPT-3/4 Based algorithms
If we introduce the semantics and natural language processing capabilities of GPT to a traditional search algorithm, the search algorithm will quickly become super efficient and fast in many key areas of the web search.
Here are some key areas where it will have its impact
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Data is only good as its source
Every machine learning program is only as good as the data that was used to train the model. In the case of the GPT-3 model, the data used for training was mostly sourced from crawled web content
This means most content we ask the AI is based on the data it collected from the web, So to create unique and distinguishable content that wins the audience AI tools are not the one-trick pony.
In addition, chatGPT's ability to generate content about recent technological advancements is limited due to its dataset being trained on information only up to 2021. If your SEO strategy involves creating content based on new updates and news, then these tools won't be of much help.
Rethinking search engines
As more and more AI-assisted tools flood the market every day, people are gradually shifting away from conventional search engines.
We eventually developed an urge to ask an AI chatbot instead of doing a Google search, using Google Assistant or Siri. This is mainly because AI tools provide an instant answer to our queries rather than giving us choices of different web pages that might have a possible answer to our query.
Having too many choices can often be confusing for people. They may prefer something that provides a straightforward answer to their needs. This is where traditional search engines need to do homework.
From its inception onwards, the whole idea of search engines has been reliant on web crawlers. Crawlers are programs created by these search platforms that index various websites and rank them. Traditionally search engines were designed to look and function like the find/search option we had on our operating systems. So basically, they are all document listers instead of a personal assistant.
This would change; when people start using these AI tools, integrated with various daily services the idea of webpage ranker and lister(Search engines) would become rusty. That’s where these search giants need to re-invent themselves.
So in the near future the content for SEO, on the basis of rankings and the number of keywords will change. As marketers, we’ll have to figure out ways to align our content to the likes of these new advancements.
When people have instant access to vast amounts of well-organized information through social media and search engines, it becomes more challenging for bloggers, content creators, and brands to capture and hold their audience's attention. This can result in lower chances of people reading blog posts, and articles, or visiting a brand's website.
To increase their content's visibility and engagement, content creators need to produce high-quality and informative content that addresses their target audience's needs and interests. but then organic search traffic would be highly competitive.
Besides all these, these AI tools are designed to look like a chatbot, with contextual awareness, empathy and more human-like responses this would be a major factor for audiences moving away from search engines.
The long tail
No, We’re not talking about long-tail keywords here. This is just a fancy heading We think would attract SEO nerds.
As search engines become better at understanding natural language and user intent, content creators will need to focus on creating high-quality, unique, and valuable content that addresses the user's needs and intent.
This shift towards quality content could benefit both users and businesses, as users are more likely to find the information they are looking for and businesses are more likely to attract and retain engaged audiences.
However, this also means that certain SEO practices that rely on manipulating search rankings may become less effective or even obsolete. As the market evolves, it will be important for businesses and marketers to stay up to date on the latest developments in SEO and content marketing in order to remain competitive and successful.
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