Andrew Raso February 25, 2023

From podcasts to online forums and catching up with colleagues, just about everyone is talking about the phenomenon that is ChatGPT

ChatGPT is an advanced language model developed by OpenAI capable of generating high-quality text across various styles and topics. 

But how does this AI work, and will it be a turning point for content optimization and search rankings? Read on to find out!

What is ChatGPT?

ChatGPT is an artificial intelligence (AI) chatbot developed by the American artificial intelligence research laboratory OpenAI in November 2022. ChatGPT AI uses a generative language model that can be used for applications like language translation and its most popular use — content generation. 

Because of its impressive content generation capabilities, ChatGPT has been picked up by several industries to streamline workflow. In particular, it has quickly become an indispensable assistant for digital marketing and search engine optimization (SEO) specialists regarding content optimization.

How does ChatGPT work?

ChatGPT draws its writing technology from large data sets to create text that resembles human writing with a natural flow, proper language, grammar, and sentence structure. 

To receive a generated response, a user must ask ChatGPT a question like you would an online chatbot. For example, ‘what are the benefits of using a conveyancer to sell my home?’ 

Since its launch, creators have used ChatGPT to replace the time and effort typically needed for mundane writing tasks, including translation, summarising information, and research.

How is ChatGPT different from other AI text generators? 

ChatGPT can generate high-quality texts that closely resemble human language as a language model. However, some key differences make OpenAI one of a kind, such as:

  • Astounding training data ChatGPT has been trained using a massive amount of text data, including books, articles, and other documents from a diverse range of sources. 
  • Interactive ChatGPT can interact with users in real time, responding to queries and providing information on various topics. This makes it a useful tool for multiple industries and needs, from customer service to educational tools.
  • Contextual awareness ChatGPT is designed to understand the context of a conversation or text, which helps it generate more relevant and coherent responses. 
  • Fine-tuning capabilities — ChatGPT can be fine-tuned on specific tasks or fields, which helps it generate more targeted and relevant text. For example, it can be fine-tuned on medical text to generate more accurate descriptions of medical conditions.

AI SEO optimization — is ChatGPT the future for SEO?

Given its abilities and worldwide uptake by creators, many digital marketers have begun asking where OpenAI stands regarding content optimization and search rankings

While ChatGPT can generate high-quality texts that can be turned into useful and unique content, AI is best used for content research and should not be relied upon as an SEO strategy.

SEO requires a specific set of techniques and strategies to improve the ranking of a website or page in search engine results pages (SERPs).

The limitations of ChatGPT

Though there are many perks to this new text-generation AI, the platform has not shied away from its limitations. 


Since a user can ask the AI for specific information, the machine can also be told to avoid certain aspects of a topic or be driven in a desired direction. Language models like ChatGPT are trained with large datasets of text, which can sometimes include biases or stereotypes in the data. 

Requires highly detailed instructions

ChatGPT requires detailed instructions to provide high-quality original content that takes a specific point of view. The more instructions the AI is given, the more sophisticated the answer will be. This is both a strength and a limitation of the technology. 

Tendency to be repetitive 

Because the AI requires detailed instructions, ChatGPT can sometimes produce repetitive or redundant responses, particularly if asked the same question multiple times or given limited context.

Programmed to avoid certain kinds of content

ChatGPT is programmed to detect and avoid generating text on the topics of graphic violence, explicit sex, and content that is harmful, such as instructions on how to build an explosive device. 

Will ChatGPT replace Google? 

It is unlikely that ChatGPT will completely replace Google, as the two technologies serve different purposes. Google is a search engine that uses complex algorithms to retrieve and rank information. On the other hand, ChatGPT is an AI text generator designed to produce responses to specific questions.

While ChatGPT can provide information and respond to queries, it does not have the same scope of information or capabilities as Google.

Can ChatGPT content be identified?

At the time of writing, no system developed by Google can detect whether ChatGPT wrote a piece of content. However, that’s not to say that the search engine couldn’t identify AI-written text.

One proposed way to identify AI-written text is invisible watermarking. According to experts, ChatGPT watermarking involves embedding a code into specific words or punctuation, as AI-generated words tend to follow a pattern. By embedding these codes, the text can be ‘watermarked’ and be picked up by search engines.

Unlock your growth potential with a strategic SEO campaign 

While it’s safe to say ChatGPT won’t be replacing SEO best practices anytime soon, businesses must still do their due diligence in implementing a killer SEO strategy. And if you’re looking for a place to start, why not speak to the experts at Online Marketing Gurus? 

We are a digital marketing agency specializing in all areas of SEO, from on-page SEO to local and technical SEO. During our years of business, we’ve worked with clients from a range of industries — and we’d love the opportunity to work with you. Explore our SEO services by contacting us today!


About the Author

Andrew Raso

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