The world of SEO is constantly evolving, and new tools and techniques are emerging all the time. However, artificial intelligence (AI) has been one of the most exciting additions to the SEO game in recent years, and platforms like ChatGPT, Gemini, and many others are generating a lot of buzz.
ChatGPT and other tools such as AI content writers offer a range of functionalities that can be incredibly helpful for SEO professionals in driving greater organic traffic to websites. However, it’s important to remember that AI is a tool, not a silver bullet. While AI can streamline workflows and provide valuable insights, it cannot (yet) replace ‘real life’ experience in SEO, critical thinking, or quality SEO work that moves the needle for websites’ organic traffic. AI tools are also not infallible, they create mistakes, and need a human to proof, edit, and sense check their outputs.
In this article, we’ll explore how you can leverage ChatGPT and other AI platforms to support your SEO strategy, while also working around some of the limitations of these tools.
Keyword Research
One of the most basic ways to use AI for SEO is for keyword research. You can use ChatGPT and other tools to brainstorm keywords or keyword groups related to a particular topic pertinent to your business, website, or services. For example, if your primary keyword or service is “digital marketing,” you could ask ChatGPT for related keywords.
However, be cautious. While AI can generate a plethora of keyword ideas, they might not be the most accurate, appropriate, or have the highest search volume. For example, asking ChatGPT for the top keywords associated with digital marketing services produces a list much like the below.
Example: Using ChatGPT to find keyword ideas
To get the most accurate keywords and search data, you need to use tools like Google’s Keyword Planner that shows the most appropriate and highest volume keywords, as well as the keywords most related to your niche or business area.
Often, more through keyword research using the most appropriate keyword tools will show that the keywords highlighted by ChatGPT and other AI tools are often not the best keywords to target. Therefore informing an SEO or content marketing strategy around them, and relying too heavily on AI for keyword research in general, could result in people pursuing suboptimal keyword targeting strategies or optimising their websites in the wrong way.
Using ChatGPT to brainstorm broad keyword group ideas is fine, however it is important to use a more reliable source when looking for keywords to optimise your website for.
Tools like Google’s Keyword Planner are still the gold standard for identifying high-value keywords with real search traffic potential, however other keyword tools such as SEMrush can be helpful too.
Semantic Keywords
While raw keyword research is important, understanding the semantic landscape around your topic is crucial for effective SEO. Semantic keywords are those that are related to your primary keyword but describe different aspects of it.
Here’s where AI can be helpful. ChatGPT can be a good tool for identifying relevant semantic keywords associated with your primary keywords. Continuing with the “digital marketing” example, ChatGPT might suggest keywords like “SEO best practices,” “content marketing strategy,” and “social media marketing for beginners.”
However, it is important to remember that ChatGPT, Google’s Gemini, and other AI tools are not official sources. Double-check the search volume and relevance of any suggested keywords using purpose-built SEO tools before incorporating them into your strategy.
Content Strategy
Developing a content strategy that caters to user intent and search engine algorithms is a cornerstone of successful SEO. AI platforms like ChatGPT can be a great resource for brainstorming content ideas – and you can ask it for suggestions for content based on specific topics or keywords.
This is particularly valuable when considering “topical clusters” of content. These are groups of content that all revolve around a central topic or theme (often related to a specific business service area). This demonstrates to search engines your expertise in a particular area. Additionally, creating content that satisfies Google’s E-E-A-T signals (Experience, Expertise, Authoritativeness, and Trustworthiness) is key for supporting keyword rankings too.
For example, asking ChatGPT for a list of blog ideas related to “digital marketing services” produces a useful list like the below.
Example: Using ChatGPT to brainstorm blog post ideas
Again, AI can’t provide official data. Always use ChatGPT in conjunction with keyword research and other SEO tools like SEMrush to ensure your content strategy is on the right track and that you’re writing content to answer actual user searches wherever possible.
Content Production
High-quality ‘on page’ content remains a critical factor for ranking well in search engines, so populating your site with informative and engaging content is essential. ChatGPT and other AI content writers can be used to create content for various sections of your website, including your home page, category pages, product pages, landing pages, and even blog posts. It’s even possible to ask AI content generators to create keyword optimised content if you provide them with the relevant keywords and clear instructions on what to write, the writing style, and format.
However, it is important to be aware of the limitations of AI content writers. While they can churn out content quickly, this content often lacks the depth, flair, and human touch that readers crave. Additionally, AI-generated content can be riddled with factual inaccuracies and generic writing styles that search engines might penalise.
This is why, if you do use an AI content writer, you need to take the time to heavily edit and fact-check any content it produces. Remember Google and other search engines want to serve the most relevant and user friendly content to their readers, and generic copy often isn’t that. The more detailed instructions and information you provide ChatGPT, the better the output will be.
However, for truly high-quality content, the time you’ll spend properly editing and fact checking it can in practice be more akin to a re-write, making it more efficient to write it yourself from the get-go.
Meta Data
In layman’s terms, meta data is essentially the information that search engines use to understand the content of your web pages. This includes your page titles and meta descriptions, which you can submit yourself, and are displayed in search engine results pages (if they are not rewritten by Google).
ChatGPT and other AI content tools can be used to write your metadata for you – particularly if you need to create meta descriptions or page titles en masse for lots of pages. However, it’s crucial to provide them with very clear and detail instructions, a lot of detail about the page/product, the target keywords, and your overall website. Remember, meta descriptions have character limits too, so using AI might not save much time unless you’re creating metadata for a large number of pages. As always, fact-checking and editing any AI-generated meta data is essential.
Schema Mark Up
In layman’s terms, schema markup is a type of code that you can add to your website to provide search engines with more information about your content. This can help search engines understand your content better and potentially improve your search rankings.
While AI can be used to create schema markup for your website, it’s important to provide very detailed instructions and dedicate significant time to editing and fact-checking the output. Inaccurate schema markup can actually harm your SEO efforts.
Link Building Outreach
More often than not, modern link building now involves the use of digital PR campaigns to achieve topically relevant and authoritative backlinks. Backlinks are a key SEO ranking factor and can support the authority of your website and even keyword rankings in search engines like Google.
A key feature of digital PR activity is reaching out to journalists and website editors to pitch story ideas and secure backlinks. ChatGPT and other AI content writers are used by some to create outreach emails that can be sent to journalists.
However, it’s important to remember that AI is a tool to assist, not replace, human effort. Here’s what to consider if you do decide to use ChatGPT or other AI tools to write your outreach emails:
Write Commands and Information: Provide ChatGPT with clear instructions about the website you’re reaching out to, the story idea you’re pitching, and the target audience. The more specific you are, the better the email draft will be.
Fact-check Everything: AI-generated emails can contain factual errors or sound generic. Always double-check the content and personalise the email before sending it.
Experience Matters: Creating a compelling outreach email goes beyond just the content. Understanding what makes a newsworthy story and how to build relationships with journalists is crucial for successful link building. AI can’t replace the experience and judgement of a skilled PR professional.
In essence, AI can be a helpful tool for creating basic email drafts, but human expertise is essential for crafting truly effective outreach campaigns. In our experience, unless you have a large number of outreach emails to create and send, it is often just as easy and usually better to create these yourself. PR is about relationships and sending generic email is often very obvious and off putting to the recipient – so ensure it’s up to scratch before you send it.
The Limitations of Using ChatGPT and AI Programs to Support Your SEO Strategy
While AI offers a range of benefits for SEO, it’s important to acknowledge its limitations:
Factual inaccuracies: As mentioned previously, AI-generated content can be riddled with factual errors. Always double-check the accuracy of any information produced by AI before publishing it on your website.
False economies when it comes to ‘saving time’: While AI can automate tasks, the editing and fact-checking required for AI-generated content can be time-consuming. In some cases, creating content from scratch might be a more efficient use of your time.
Not a substitute for experience in SEO: Understanding user intent, crafting compelling content strategies, and staying ahead of the ever-evolving SEO landscape all require human expertise. AI can’t replace the knowledge and experience of a seasoned SEO professional.
Can’t provide SEO strategy expertise: AI can’t analyse your website’s unique needs, identify areas for improvement, or develop a comprehensive SEO strategy. For the best results, leverage AI as a tool to complement, not replace, your SEO expertise.
The Bottom Line On AI Tools For SEO
AI platforms like ChatGPT represent a powerful new frontier in SEO. By using them strategically and understanding their limitations, you can streamline workflows, gain valuable insights, and boost your SEO efforts. However, it’s important to remember that AI is a tool, not a silver bullet. For optimal results, focus on creating high-quality content, building a strong backlink profile, and providing a positive user experience. When used correctly, AI can be a valuable asset in your SEO toolbox, but the key is in being able to determine where it is and is not useful.
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