Will ChatGPT Kill SEO?

If you or your organisation produces content, chances are you’ve tried ChatGPT. You may have even started to integrate the use of this AI technology into your daily workflow. 

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Whether it’s to give you ideas to base your content off, or to produce entire blog posts, ChatGPT is an extremely useful tool to assist in creating content.

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However, many within the content space - particularly those with a focus on SEO - are asking themselves one question: Does ChatGPT work for SEO? 

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Other variations we’re seeing of this question are:

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• Can ChatGPT do SEO?
• Is ChatGPT bad for SEO?
• Is ChatGPT good for SEO?
• Will ChatGPT kill SEO? (This one’s a little dramatic)

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So what’s the verdict? Can you use ChatGPT to improve your organic SEO ranking?

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*Drum roll*

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It seems that ChatGPT will indeed kill your SEO efforts. Here’s why.

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In February of this year, Google's Search authority, John Mueller, had this to say about using AI for your SEO: 

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“When it comes to automatically generated content, our guidance has been consistent for years. Using automation—including AI—to generate content with the primary purpose of manipulating ranking in search results is a violation of our spam policies.”

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The article goes on to say that “Our spam-fighting efforts—including our SpamBrain system—will continue.”

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Now, if you’re committed to finding shortcuts (like me), your first thought upon reading that was “Can SpamBrain detect ChatGPT content? Is there a way to avoid detection?”

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The answer is complicated. There are tools online that allow you to check if your content shows any signs of being AI-generated. Many people suggest simply rewriting your GPT-written content until you can successfully run it through one of these detection tools.

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This may be a viable strategy for using ChatGPT to write SEO blog content and avoid Google detection, but in my opinion, this runs a risk.

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As Google’s AI detection systems continue to improve over the coming years, it’s unclear just how precisely they will be able to detect AI-generated content - even if it’s been slightly rewritten. 

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This is where things get tricky.

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You may be able to get away with rinsing your AI-generated content by swapping some words out here and there, and in the long run, this could save you enormous amounts of time.

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However…

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Google could also eventually detect this type of behaviour, where human writing has just been thrown on top of an AI-generated piece of content. If your entire SEO strategy relies on this content, and Google begins to flag all of your content as spam, you’ve effectively built your organic traffic on a house of cards.

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To give you a final answer, SEO is a long-term strategy, so it’s probably wise not to invest in short-term solutions like chatGPT that may hurt you down the line. Do things the old-fashioned way and get to typing - For now, it’s the safer option.

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