When ChatGPT was first released to the public in 2022, marketing teams were hesitant to use it, expressing concerns that Google might publish AI-generated content. However, based on my experience of writing and automating content for over a year, during which I generated over 400 pages and achieved a more than 300% increase in traffic, I would argue that ChatGPT is not just great but essential for content marketing. Many concerns voiced by marketers stem from a lack of understanding of the technical aspects of SEO, including how the Google algorithm and natural language processing (NLP) work.
Let's tackle each concern one by one.
- Google penalty
- Lack of differentiation
- Inaccuracy and misinformation
- Superficial content generation
Marketers concern of ChatGPT
Google accepts AI content
Google may penalize websites that utilize automatically generated content solely for the purpose of manipulating search rankings. Such content undermines the integrity of search results and diminishes user trust in the information provided. Websites employing this practice risk of receiving less traffic and being deindexed by Google.
False. Officially, Google states that they do not penalize AI content. The appropriate use of AI or automation is not against Google guidelines. This means that it is not used primarily to generate content aimed at manipulating search rankings, which would violate Google's spam policies. In reality, it is difficult to parse every page online and allocate resources to understand each one thoroughly. As long as the writer avoids keyword stuffing and spamming duplicate content, they won't face penalties. However, if the content lacks value and fails to engage readers, it won't ascend the content ladder. In such cases, the content may be deindexed. In fact, I would argue ChatGPT can identify keywords and write SEO content much better than average copywriters as it uses natural language processing (NLP), same technique as Google's search engine, to process your prompt.
2. Internet has many duplicated content
SEO aims to provide unique and superior content, but ChatGPT-generated content risks homogenizing the web. If everyone uses ChatGPT, there's no differentiation in quality, leading to a world of homogeneous content. This diminishes the value of content as a competitive advantage in SEO.
False. To start, the internet sees millions or even billions of new pages created every day. Google processes over 2.5 exabytes (2,500,000,000 gigabytes) of data daily. Even without GPT, it's unrealistic to expect no duplication of opinions, especially on topics like the release of Apple Vision Pro. In reality, content differentiation has been a challenge since the internet's inception. This underscores the importance of establishing a social identity, cultivating an online presence, and engaging in podcasting to drive growth in today's digital landscape.
3. ChatGPT's correctness is up to the user
ChatGPT's content can be confidently written but often incorrect, leading to potentially dangerous combinations. It may produce subtly inaccurate information, leading to unintentional misinformation. Users may accept AI-generated content at face value without verifying its accuracy, contributing to spreading false information and incorrect assumptions.
True. AI hallucination is the biggest weakness of generative AI and there is currently no definite solution. To mitigate the risk of unintentional misinformation from ChatGPT-generated content, it's crucial to provide ChatGPT information, precise instructions, and implement rigorous fact-checking processes. Only by incorporating human oversight and review can help catch inaccuracies before content is published. For more information, please learn ways to prevent AI hallucinations.
4. True value of UGC
While ChatGPT can generate content in various tones and styles, its capacity is ultimately superficial. It may explain basic concepts and provide factual information, but it lacks the creative depth and insights necessary to compete in SEO. AI-generated content may be structurally incapable of offering true differentiation and quality compared to human-generated content.
True. The essence of creativity and unique perspective lies within the user. While ChatGPT can provide information based on its training, it lacks the ability to offer opinionated content or infuse personal insights. Users play a pivotal role in directing creativity and offering distinctive perspectives that resonate with audiences. Human-generated content thrives on the depth of experience, emotions, and individuality that only humans can provide, ultimately setting it apart from AI-generated content.
