Setting aside ChatGPT’s (sometimes scary) imperfections, I think we can all agree on 3 things about it:
AI is the future of search.
The future is here.
Man, that happened fast.
As Microsoft integrates ChatGPT into their Bing search engine, Bing is suddenly poised to exert some serious influence on search engine tech — if not leapfrog over Google entirely. So naturally I’m wondering how to do SEO for ChatGPT and the new Bing.
For my answer, I went straight to the expert, giving ChatGPT this instruction:
Write a blog post about the effects of ChatGPT on SEO
Here’s its response, absolutely verbatim:
As a large language model developed by OpenAI, ChatGPT has been making waves in the world of search engine optimization (SEO). In this blog post, we will discuss the effects that ChatGPT has had on SEO, and what this means for website owners and marketers.
What is ChatGPT?
ChatGPT is a large-scale natural language processing (NLP) model developed by OpenAI. It is trained on a massive amount of text data and can generate human-like responses to text-based queries. ChatGPT is particularly useful for chatbots and virtual assistants, where it can provide a more natural and engaging user experience.
How does ChatGPT impact SEO?
ChatGPT’s impact on SEO is significant because it affects the way that search engines interpret and rank content. Specifically, ChatGPT’s ability to understand natural language and generate human-like responses means that it can better understand the intent behind a search query.
For example, if a user types in a long-tail query like “what is the best way to lose weight without exercising,” ChatGPT can understand the nuances of the question and generate a response that is relevant and helpful. This means that websites that have content that addresses these types of queries are more likely to rank higher in search results.
ChatGPT also has implications for voice search, which is becoming increasingly popular with the rise of smart speakers and virtual assistants. As more users rely on voice search to find information, the importance of optimizing content for natural language queries becomes even more critical.
How can website owners and marketers optimize for ChatGPT?
Optimizing for ChatGPT involves creating content that is designed to address the intent behind search queries. This means focusing on long-tail keywords and providing comprehensive answers to user queries. It also means making sure that your content is well-structured and easy to read, so that ChatGPT can easily parse and understand it.
Additionally, website owners and marketers should consider incorporating chatbots and virtual assistants into their websites. ChatGPT can power these conversational interfaces, providing users with a more engaging and natural experience. By providing a better user experience, website owners and marketers can improve their chances of ranking higher in search results.
In conclusion, ChatGPT is changing the way that search engines interpret and rank content, with implications for SEO and content creation. Website owners and marketers who optimize for natural language queries and incorporate conversational interfaces into their websites will be better positioned to succeed in this new era of search.
And now, back to me.
I see several phenomena playing out here.
First, the arrival and imminent dominance of ChatGPT and Google’s counterpart, Bard, represent the rapid evolution of “no-click” search (in which your answer appears on the SERP and you don’t need to click any further). The AI will answer your question to whatever level of granularity you desire. And in Bing, it will give you some links to follow, so you can go deeper on your own. At this point, the best brands can do to win those links is to follow the above guidelines, straight from the bot’s, um, mouth.
And as you’ve probably read or heard (I love this podcast as a primer), the power of ChatGPT will knock the ad-based search engine revenue model on its ear. Will paid search be the chance for search wins if you’re a smaller brand? By the same token, can better optimization for natural language, as well as technical SEO tweaks, give more help to local or regional SMBs?
And will we just have to toss all the accepted best practices for organic SEO out the window and either cross our fingers or reach for the company credit card?
Stay tuned — and keep on giving SEO your best effort. I’ll be here doing both.
What was behind the meltdown of Sydney, Bing’s chatbot? And how did Microsoft respond? Listen:
The Online Search Wars (The Daily, 2/15/23)
The Online Search Wars Got Scary. Fast. (The Daily, 2/17/23)
AI search is here, but SEO fundamentals still matter.
Much of the above guidance from ChatGPT tracks with the generally accepted SEO basic best practices. Which makes part of me think there’s not a lot written yet about how to SEO for AI. And which should also make you ask “Does my site have all the SEO basics covered?”
If you’re not sure, then download The Big Book of SEO, our compendium of all the SEO “musts,” plus bonus suggestions for extra search juice. (And if you’re wondering if there are any other ways your site can do better, send us a message or click the orange chat button at bottom right.
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