This beginning of the year was marked by the #ChatGTP tsunami. For better (or for worse), this service developed by the company OpenAI has flooded our social networks. Artificial intelligence represents an incredible opportunity to improve productivity in the “search marketing” sector where competition between sites to be first on Google is raging. The question that comes up a lot at the beginning of 2023: How to use artificial intelligence in 2023 in your SEO strategies? Remember that ChatGPT is only a tool based on GTP-3, and that there are a multitude of AI-based solutions that can support you on specific topics .
Should you use AI to write content?
Text generation has always occupied a central place in natural referencing . In just a few years, we have gone from generating “textual mush” from scraped content on the web to the development of the profession of web editor . Without too much surprise, ChatGPT represents a very good opportunity to create content effortlessly, at the same time launching a debate on the end of the profession of web editor . Let us point out that text generation tools have already existed for a few years without having created more controversy. But then, is it a good idea to bet everything on content generation with AI?
Without much surprise, it is very easy for an algorithm to identify text written by an artificial intelligence . Moreover, you can test Vincent Terassi’s tool which allows you to validate if the text comes from chatGTP . You can imagine that for search engines like Google, Bing and others it will also be very easy to spot and filter them. In addition, as Philippe Yonnet explains in this blog post, there is a risk that generative AIs will pollute the web and at the same time the search results in Google’s results pages. It’s the snake biting its tail and Google will not want to kill its goose that lays the golden eggs.
Yes, artificial intelligence allows you to create a very large volume of content in a very short period of time and at a very low cost. However, be careful because AI will never be able to replace human creativity and will probably lead to a drop in the quality of your content. In addition, a factor that should not be overlooked is that AI can make mistakes and make you lose all credibility with your readers.
Artificial intelligence can be a great tool to support web editors in their daily mission to find ideas, structure content, but it should not replace a beautiful pen! Unless perhaps you are aiming for the short term 
How can AI help SEOs in their daily work?
Beyond article writing, artificial intelligence can support SEOs on other missions. I give you three examples below but there are as many as your creativity will be able to imagine (and if not, maybe you can ask ChatGPT ):
Determine the keywords to target. With AI, for example, you can ask it for the 10 keywords associated with a specific theme. This allows you to have a first overview of the requests on which you should position yourself.
Categorize your keywords by search type. You can organize your keywords by search intent: informational, transactional and have it format them into csv.
Create a Mindmap. You can send the mermaidJS format and ask to create a mindmap on a theme. It remains on the first two levels but nothing prevents you from going further. You see where I’m going with this. The first step to build your semantic cocoon.
The field of possibilities is vast. But if you are lacking inspiration, you will find many articles, training courses or posts on Linkedin that explain how to use ChatGPT intelligently. Group keywords into clusters, describe the search intent of a list of queries, generate the outline of an article, generate a regular expression. You will find 31 examples of prompts to use with ChatGPT in this WebRankInfo article. You will also discover in this training that with this little bot, you can generate csv files and the syntax of a prompt to do spinning. There is no doubt that the SEO community will continue to explore the possibilities of AI and that use cases will continue to flourish on the web. Once again, keep in mind that there is not only ChatGPT.
A question, a debate: Is AI intelligent?
To this question, here is ChatGTP’s answer. “The answer to this question is subjective, as there is no clear and universally accepted definition of what intelligence is. Some people consider intelligent systems to replicate human cognitive abilities such as the ability to understand language, learn, and solve problems. Others argue that artificial intelligence is limited and cannot support truly intelligent conversation or truly intelligent behavior.”
In this article by Christophe Bernard, Artificial Intelligence: Realities and Preconceived Ideas , many actors who work closely or remotely in this field challenge a lot of beliefs around AI. To quote only Yann Le Cun, VP & Chief AI Scientist at Facebook, “Contrary to popular belief about AI, researchers are decades away from understanding how to build a machine with this famous general intelligence . Not only are we very far from it, but we have absolutely no idea how to do it. ” AI makes us believe that it understands something about our research intentions, but in reality it only processes information to restore it.
In order to broaden the thinking around generative AI, I recommend you to read Fred Cavazza’s article The generative AI revolution will not happen (or not as they are trying to sell it to us ). This analysis tells us that “generative models are not miracle solutions capable of solving all problems, only processing software with a large database. ” The term artificial intelligence is definitely ambiguous and should be replaced by augmented intelligence.
In conclusion, AI will have an impact on the SEO profession by providing it with a new arsenal of tools to optimize its daily work. Companies will have to equip themselves with solutions to support their SEO teams and be attentive to the many pieces of information around the subject. As always in SEO, you will have to do your own tests! Whether it is artificial intelligence in the creation of texts, site optimization, analysis of your competitors or even predictive ranking algorithms, the functionalities will be multiple. In addition, we have already observed for several years the rise of tools that incorporate AI coupled with machine learning algorithms. It is a safe bet that this trend will accelerate in the years to come. However, keep in mind that these are only tools that are intended to help you be more efficient and productive in your work . Reflection, strategy, intelligence, they will always be the responsibility of humans. Right!
I’ll let you think about all this. At Fasterize, we are thinking about how to implement AI in our EdgeSEO product. By the way, if you have any ideas, you can contact me to discuss them ( r@fasterize.com ).