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Will ChatGPT and Bard Take Over SEO? AI Explained

Stefan-Lucian Deleanu

Introduction

The world of SEO is constantly evolving, and the rise of artificial intelligence (AI) has sparked discussions about the future of search engine optimization. In particular, there has been a lot of talk about how AI tools like ChatGPT and Bard could potentially replace traditional SEO practices. While these AI tools are undoubtedly impressive, it's important to separate fact from fear-mongering and understand their true impact on the industry. In this article, we will delve into the fundamentals of AI, machine learning (ML), and natural language processing (NLP) to gain a better understanding of ChatGPT and its potential implications for SEO.

To put the current AI hype into perspective, a look back at the evolution of voice search is instructive. From 2014 to 2018, voice search was touted as the next frontier in SEO. But it didn't usher in the revolutionary changes many predicted. Instead, practitioners found that voice search results often came from featured snippets that had long been optimized. This illustrates the value of understanding the context and potential limitations of emerging technologies.

Understanding AI, ML, and NLP

Before evaluating the impact of ChatGPT on SEO, it's essential to understand the basics of AI, ML, and NLP. Although these terms are sometimes used interchangeably, they represent distinct concepts.

AI (Artificial intelligence) is a broad term that encompasses machines simulating human intelligence.

NLP (Natural language processing) allows machines to understand and generate human-like language by breaking down spoken content into words and structured data.

In the case of modern transformer-based algorithms ,like Bard, ChatGPT, LLama2, T5, words are further broken in tokens, which represent bunches of characters that are frequently found in the dataset.

ML (Machine Learning) is a subset of AI that involves training algorithms to make predictions or decisions based on data, using statistical principles to create a model that is oftentimes on par with human performance, or even better for specialized tasks like image classification or anomaly detection.

The Power of Large Language Models (LLMs)

ChatGPT is an example of a large language model (LLM), which is a type of deep learning algorithm capable of recognizing, summarizing, translating, predicting, and generating text based on vast amounts of data. These models are trained to predict the next word in a sentence based on probability distributions. While LLMs like ChatGPT can generate high-quality content, it's important to recognize that they lack the real-world experiences and expertise that humans possess.

Potential Changes in SEO

Now that we have a better understanding of ChatGPT and its underlying technology, let's explore some potential changes that AI tools could bring to the field of SEO.

1. Market Share for Queries That Don't Require Expertise

AI engines like ChatGPT have the potential to dominate market share for queries that don't require specialized knowledge. Simple definitions, high-level listicles, and basic how-to queries could be answered more effectively by generative AI. This means that traditional SEO strategies may need to adapt to focus on more complex and specialized content.

2. Decrease in Wages for Content Writers Without Niche Expertise

Scriitorii de conținut mediocri care produc piese generice ar putea suferi o scădere a salariilor pe măsură ce instrumentele AI devin tot mai pricepute în generarea de conținut de înaltă calitate la o fracțiune din cost și timp. Cu toate acestea, experții în domeniu care oferă perspective valoroase și expertiză în nișe tehnice complexe sunt susceptibili să rămână la cerere.

3. Increase in Quality Content Standards

As AI-generated content becomes more prevalent, the bar for quality content will likely rise. With an abundance of similar content being generated by AI tools, it will be crucial for human-created content to stand out by offering unique perspectives, real-world experiences, and valuable insights.

4. Continued Rise of Video Results

Video content has already gained popularity among users, and search engines have adapted to provide more video results. This trend is likely to continue as AI tools like ChatGPT contribute to the commodification of text-based content. Users may prefer video results for certain queries, as they offer visual demonstrations and firsthand experiences that text-based content may lack.

The Future of SEO and the Role of AI

While AI tools like ChatGPT have the potential to disrupt certain aspects of SEO, it's unlikely that they will completely replace the need for human expertise. AI cannot replicate the unique real-world experiences and insights that humans possess. Additionally, SEO encompasses various facets beyond content creation, such as link building, keyword research, and technical optimization, which require human involvement.

As long as there is information to be organized and made accessible, SEO will continue to play a vital role in helping search engines deliver relevant results. Rather than fearing AI tools, SEO professionals should explore ways to leverage them to improve their processes and enhance their strategies.

Conclusion

AI tools like ChatGPT and Bard are undoubtedly impressive in their ability to generate high-quality content. However, it's important to approach their potential impact on SEO with a balanced perspective. While certain aspects of traditional SEO may be disrupted by AI, human expertise and real-world experiences will remain invaluable in providing unique insights and perspectives. As the field of SEO continues to evolve, professionals should embrace AI tools as valuable resources rather than viewing them as threats. By staying informed and adapting strategies accordingly, entrepreneurs can navigate the changing landscape of SEO with confidence.

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While AI tools like ChatGPT may disrupt certain aspects of SEO, human expertise, and real-world experience will still be invaluable for providing unique insights and perspectives.