Has ChatGPT killed SEO? (And why your humanity will save you in the age of AI)
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I am grateful I did not write this article earlier (as was my intention) during the initial AI frenzy beginning of the year because I now have the benefit of hindsight and a better understanding, albeit ever so slightly, of how AI and related technologies have evolved.
As the dust begins to settle, I can reflect on where we, as a society, are headed with this groundbreaking technology. Considering the impact of AI on humanity as we move forward is crucial.
As the effect on society becomes more apparent, it is natural to wonder how this technology will change various industries, including SEO, and whether it will transform or destroy this essential practice for online visibility.
Is it worth continuing to focus on organic SEO, or is it a dead practice? For a long time, SEO has not been as effective as it used to be. There are many better ways to drive traffic, such as creating videos on YouTube, TikTok, and Instagram Reels, to name a few.
Search engine optimisation (SEO) has been vital in any online strategy for a long time. However, the rise of AI-powered language models like ChatGPT has led many to question the relevance of traditional SEO practices.
In this article, we explore the impact of ChatGPT on SEO and discuss strategies to adapt to this new age of search.
The impact of ChatGPT on SEO
ChatGPT, the latest AI-powered tool in the digital marketing industry, has attracted over a million users within two months since its launch in June 2021, making it the fastest-ever website or app to reach this milestone. In comparison, it took TikTok nine months to achieve the same number, implying that ChatGPT is a disruptive technology.
ChatGPT provides users instant answers to their questions, eliminating the need to sift through multiple search results, concerning those who rely on website traffic for their income, as it may reduce the number of clicks to traditional search engine results.
How ChatGPT affects search engine algorithms and ad revenue: A closer look
Is Google search going to die? If users can get their questions answered by AI, why bother sifting through ten results on page one of Google, some of which are ads?
I think this depends on the type of information you are looking for. As a coder, I would spend hours, sometimes days, searching Google for a solution. Now with ChatGPT, I barely use it. I would estimate that my time spent on Google has decreased by 80% since using ChatGPT. As more and more users turn to ChatGPT for answers, the lower the revenue Google will make from its advertising platform, its primary source of income.
ChatGPT is better in many ways. Firstly, it is unnecessary to click through websites and read page after page to find the correct code for my solution. It is also more contextual; in my case, if the AI does not give me the answer the first time, I can refine my prompt until it does. In contrast to Google, the answer to my second question may not necessarily be related to my original search.
Therefore, I think many websites providing solutions to problem-solving-related queries will take a hit because ChatGPT is better than search engines for solving problems, in my opinion. It will be fascinating to observe if the growing use of ChatGPT will have any impact on Google's ad revenue.
The rise and fall of click-through rates in search engines
ChatGPT is not the first technology or trend to affect SEO and organic click-through rates (CTR). Click-through rates from organic results have been falling off a cliff since the first days of Google. According to a study, in 2019, approximately 50.3% of all searches ended without a click to other content, and only 5.3% of all searches led to organic content.
Several technologies and developments have caused click-through rates to change over time. One of them is Google.
In the early days, search results were relatively simple and included a few ads and a clear distinction between organic and paid results, so organic results tended to get a higher CTR. Over time Google has evolved and added more features to its search results, such as featured snippets, knowledge panels, and local packs, making organic results less prominent.
With the rise of mobile devices and voice search, people are often presented with fewer search results on a smaller screen, which can further decrease the click-through rate for organic results.
More recently, voice assistants like Siri and Alexa have changed how users search for information, decreasing traditional organic click-through rates as users are often presented with the information they need without having to click through to a website.
How AI tools can affect click-through rates to websites from search engines
The ChatGPT Chrome Extension is a powerful tool that enables users to access the ChatGPT platform directly from their web browser. While this tool provides convenience and accessibility for users, it also impacts SEO and organic search because people can find information quickly without having to click through to websites.
You can see how the ChatGPT Chrome extension for Google is a quick and easy way to get answers to your questions without leaving your browser.
Microsoft's Bing traffic is going to Skyrocket!
Google has been dominating the market with over 90% of global searches. The integration of ChatGPT with Bing search will change this statistic in a big way.
I wish I could show you the latest and greatest version of Bing, but unfortunately, I am still on the waitlist. However, I did record my screen using their sample prompts so that you can get a taste of their exciting features and capabilities. You will see why I think achieving click-through rates will become more challenging.
These enhancements and improvements to the search engine will make Bing a more attractive alternative to Google.
With the ability to understand complex natural language queries and provide conversational search results that are more natural and engaging, Bing is sure to stay ahead of the curve in terms of AI and machine learning advancements
The future of SEO: Should we be worried and what lies ahead?
I have to admit when I began using ChatGPT I was concerned. But now, after using it, I feel more at ease. This is why…
Your story matters
When we read content that tells a story, a switch goes off in our brains - we suddenly become more emotionally invested. Maybe we see a bit of ourselves in the characters or their experiences, or perhaps we are just captivated by a good tale. Regardless of the reason, we inevitably feel a connection.
Even though AI has made it possible to generate a 1500-word article in a few seconds by just inputting a prompt, it does not guarantee that it will be interesting to read. Without putting your heart and soul into your writing, your article may end up as another low-quality piece at the bottom of the pile with all the other AI-generated garbage.
Expertise and experience
People tend to trust experts.
While AI-powered language models like ChatGPT change how users search for information online, they may not always provide the most accurate or nuanced information on complex topics. In fact, I am often reminded of this fact by the AI tools themselves!
For example, when it comes to medical information, users may turn to AI-powered language models for quick answers to simple questions and seek out reputable human sources for more complex or sensitive medical information.
Ultimately, the value of your expertise and experience cannot be replaced by AI, so don't forget to include yours when writing your articles.
Personal branding and trust
Personal branding is a crucial aspect of building a credible online presence. In today's digital age, countless individuals and businesses are vying for attention online. A personal brand with a good reputation as a reliable source of information will establish you as an authority in your field.
By sharing your knowledge and expertise through content such as blog posts, social media updates, and videos, you can demonstrate your value to your audience and build a loyal following.
SEO strategies for the future: How to stay ahead of the game
Businesses and personal brands cannot rely solely on SEO. As ChatGPT grows, traditional SEO strategies must adapt to remain effective.
While SEO is undoubtedly important for online success, other methods are available to enhance your online visibility and engage with your audience. Here are some strategies businesses can use to stay ahead of the game:
- Focus on niche topics: Instead of competing with every other business in your industry, focus on niche topics relevant to your audience.
- Create high-quality content: Produce content that adds value for your audience by creating comprehensive and informative material that answers their questions and provides actionable insights.
- Build a strong brand: Establish yourself as an authority in your field.
- Use social media to build relationships: Create compelling video content on YouTube, TikTok, and Instagram Reels.
- Emphasise user experience: Prioritise user experience and engagement on your website. This means designing a website that is easy to navigate, visually appealing, and mobile-friendly.
- Monitor and analyse data: Improving your SEO strategy requires regular monitoring and analysis of data, including tracking website traffic, engagement and conversion rates. Make necessary adjustments based on these insights to achieve better results.
By following these strategies, you can adapt to the age of ChatGPT and remain competitive in the face of new advancements in search engine technology.
Conclusion
As a long-term strategy, I don't think anything will change with organic SEO. While the importance of organic click-through rates diminishes in certain areas, it remains an essential aspect of a successful SEO strategy.
Each disruptive technology has required SEO professionals to adapt their strategies and techniques to remain effective, and the rise of ChatGPT is no different.
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AI tools I used to create this article
Notion (My second brain for managing and running my agency)
Adobe Podcast (mastering audio)
Robot created with MidJourney
