ChatGPT for SEO: Pros, Cons, and Other Benefits

The new ChatGPT AI-powered language model is already making waves, with users leveraging its capabilities for various purposes across different fields. In this article, we'll take a look at the pros and cons of using ChatGPT for SEO purposes, as well as some of the more controversial benefits of this exciting new technology.

How to Use ChatGPT in Your SEO Routine

Writing Regex

If you are struggling with writing regexes, ChatGPT can do it for you. This is especially helpful when dealing with large amounts of data. You can simply ask it to write the necessary regex command, and the chatbot will do it for you.

For instance, if you want to filter queries in Google Search Console that contain questions, all you have to do is ask the chatbot to write it for you. Here is an example:

Once the code is compiled, all you have to do is use it in your query filter on Google Search Console:

Writing Automations

I often find myself in situations where I wish there was a tool to automate certain tasks for me. Luckily, you can leverage ChatGPT's capabilities to write such automations for you. ChatGPT may not get it right from the start, but you can give it further instructions, and it will refine the code accordingly.

I asked ChatGPT to generate a code for me that automatically embeds links to recognized keywords in my content. Here is what the chatbot eventually compiled for me:

function insertBacklinks() {
  var doc = DocumentApp.getActiveDocument();
  var body = doc.getBody();
  var keywords = {
    "keyword 1": "http://www.example.com/page1",
    "keyword 2": "http://www.example.com/page2",
    "keyword 3": "http://www.example.com/page3",
    "keyword 4": "http://www.example.com/page4",
    "keyword 5": "http://www.example.com/page5",
    "keyword 6": "http://www.example.com/page6"
  };

  var text = body.editAsText();
  var linkCount = 0;

  for (var keyword in keywords) {
    if (linkCount >= 5) {
      Logger.log("The maximum number of links has been reached.");
      break;
    }

    var regex = new RegExp(keyword, "gi");
    var matches = text.getText().match(regex);
    if (matches != null) {
      var linkUrl = keywords[keyword];
      for (var i = 0; i < matches.length; i++) {
        var startIndex = text.getText().indexOf(matches[i]);
        var endIndex = startIndex + keyword.length;
        var existingLinkUrl = text.getLinkUrl(startIndex);
        if (existingLinkUrl == null) {
          text.setLinkUrl(startIndex, endIndex, linkUrl);
          linkCount++;
        }
      }
    }
  }
}

The script inserts links to specific keywords in a Google document. It only adds up to 5 links per keyword, and will not add more than one link for each keyword. It remembers which keywords it has already linked in the document.

Here is how you can use it in your day to day work:

1. Open the “Extensions” bar in your Google Docs file and click on "Apps Script":

2. A new project will open up with a window to place the code. Simply paste the code and change the keyword lines as needed. You can also add as many keywords as required:

3. Press "Run" and give permission for the script to run.

4. When the script is finished, you'll see the following message in the execution log at the bottom of the page:

5. Return to your doc to see the results.

This is just one example, and you can customize it in any direction that you wish.

Writing Titles and Meta Descriptions for Blog Posts

Coming up with engaging titles can be a challenge. Personally, I have struggled with it more than once. However, with ChatGPT, it has become simpler. Just provide the topic and watch the magic unfold.

The same goes for generating meta descriptions.

Creating Outlines

Sometimes, you may have an amazing idea for an article, but you are unsure of how to approach it. In such cases, you can ask ChatGPT for outlines, and it will take care of the rest.

This is done to get your creative juices flowing. Once you have the general template, you can alter it as needed.

Proofreading

ChatGPT can save you a lot of time by proofreading your content before you post it. This is especially useful if you are working with a content writer who struggles with English grammar due to budget constraints.

Simply paste the content and ask the chat to proofread it.

While this won't make your content perfect, it will make it at least readable. For best results, it is recommended to proofread one paragraph at a time.

Optimizing for Featured Snippets

Sam Oh from Ahrefs provides an excellent example of how ChatGPT can be used to optimize for featured snippets. In his video, he asked the bot to write the difference between 301 and 301 redirects. Once he received the answer, he asked the bot to summarize it further and provided additional instructions to increase his chances of taking over the snippet.

Writing Schema Codes

This is a no-brainer, but you can also use ChatGPT to write schema codes. For example, if you want to implement an FAQ (frequently asked questions) schema in your article, give the bot your questions and answers, and ask it to compile the schema code.

Make sure to run the schema code through a validator before using it to ensure accuracy and safety.

This was a list of ways to incorporate ChatGPT into your day-to-day routine. In the coming weeks, I will expand on each of the use cases listed above and provide additional in-depth examples.

How to Avoid Using ChatGPT in Your SEO Strategy

Here is a list of cons that, in my opinion, you should avoid doing.

ChatGPT Keyword Research

ChatGPT cannot conduct keyword research and provide recommendations for keywords to use in your articles. You can ask it, and it will provide a list of keywords, but once you run those keywords in a keyword research tool, chances are only a fraction of them will have any search demand.

Here's an easy example. I asked ChatGPT to give me ten long-tail keywords for the best strategy games, and I received the following list:

When I ran this list through Google Keyword Planner, I received the following:

Ahrefs and SEMrush were also unable to provide any relevant information.

However, sometimes Google Keyword Planner might provide you with similar keywords based on what the bot provided:

To sum it up, do not use ChatGPT for keyword generation. Use it to generate ideas.

Keyword Difficulty

This is a no-brainer. I have seen several guides claiming that ChatGPT can assess keyword difficulty. I will save you the time: without access to the internet and proper analysis, the chatbot has no way of properly measuring how easy or difficult it will be to rank for a certain keyword. It might be possible in the future, but for now, stick with currently available SEO tools for that.

Search Intent Classification

As with keyword difficulty assessment, the bot has no means of properly assessing the search intent behind keywords. Sam Oh from Ahrefs ran a test where the chat scored 3 out of 5 on keyword search intent. While that isn't bad in itself, for the time being, I would avoid relying on the bot for classifying keywords.

Content Writing

I will start from the end: do not rely solely on ChatGPT to create content. While the chatbot is a capable content generator, the end result may lack the necessary expertise on the subject matter and even contain inaccuracies.

You can use ChatGPT to write certain sections of an article, such as opening paragraphs or specific phrases, but anything beyond that still requires a human touch, preferably from someone with a deep understanding of the topic. I have yet to see a full article compiled by ChatGPT that demonstrates clear expertise and nuanced language in a specific field.

Recently, I used the bot to rewrite a poorly written article on my personal website, where I write about video games. How did I do it?

1. Since ChatGPT didn't have any information regarding the game I was writing about, I fed the bot with various articles on the game I found online.

2. I asked it to generate specific sections of the article.

3. Since I have a deep knowledge of the game, I was able to find inaccuracies, edit the text, and project deep knowledge on the subject.

As you can clearly see, I managed to increase the amount of impressions and clicks.

In the future, I will elaborate in-depth on how you can use ChatGPT to generate content. For now, use the bot as an assistant rather than a fully-fledged content writer.

Conclusion

In November 2022, OpenAI launched an amazing artificial intelligence-driven technology that benefits almost anyone, regardless of their industry. For search engine optimization purposes, ChatGPT can save a lot of time by providing us with fine-tuned scripts, codes for various uses, generating lists of titles, meta descriptions, and more. Personally, I am excited to see what the future holds for this amazing AI technology and what other usages SEO professionals will come up with.