From keyword research through topic generation and brief creation to writing website content and verifying it, AI is becoming an increasingly important tool in SEO work. This is confirmed by the latest international report from WhitePress, which shows that nearly half of SEO specialists in Europe use AI for content production. ChatGPT and Bard have the potential to effectively support online marketing specialists, although not all of them are yet fully taking advantage of these capabilities. That is why during one of the webinars organized by WhitePress, Agata Gruszka, International SEO Manager, explains how AI tools can be used in SEO work and why it is worth considering.
Which tool is better: ChatGPT or Bard?
ChatGPT is based on the GPT-3.5 and GPT-4 models. The paid version, based on the GPT-4 model, allows for the installation of plugins and image generation thanks to integration with DALL-E 3. In turn, the AI tool from Google uses the PaLM model, can generate graphics, and offers voice support and access to three different versions of responses.
Industry professionals can confidently use both solutions when generating various types of content. However, it is difficult to give a clear answer to the question of which one is better. These are two different tools, each with advantages and disadvantages. ChatGPT's strong point is the ability to predefine instructions, so we can define the style and type of content we expect. Bard's advantage, in turn, is generating more than one response. For this reason, it is worth using both chatbots depending on individual content or SEO needs. – Agata Gruszka, International SEO Manager, WhitePress
The relationship between SEO and artificial intelligence is sometimes described as a "love-hate" one. Why? Some believe that AI can harm SEO by generating low-quality content. However, there are many people who believe that artificial intelligence can help optimize a website, speed up its performance, and increase its reach. Doubts about whether Google will ignore AI-generated content are unfounded. Agata Gruszka from WhitePress, during one of the webinars titled "ChatGPT and Bard in SEO Work", noted that AI-generated content will be promoted by search engines as long as it meets the EEAT assumptions (reliable, expert, and authentic), regardless of whether it was created by a human or AI. So how can SEO specialists use AI tools?
A lack of ideas for further texts targeting keywords is a challenge faced by many specialists. Artificial intelligence can quickly help solve this problem. ChatGPT is able to generate a dozen or so topic suggestions in a short time. Seeking inspiration and preparing research can be time-consuming, and by using the capabilities of artificial intelligence, you can obtain an infinite number of ideas. - Tomasz Biegun, Head of SEO & Content Marketing at WhitePress.
Keyword research with the help of AI
AI can also help with keyword research, that is, selecting the best key phrases for positioning a website in a search engine. It is enough to provide a simple prompt (question/task), specifying the topic and the language in which the keywords should be generated. In this way, you can receive many different suggestions that can be used in an SEO strategy. In addition, ChatGPT and Bard can assign keywords to appropriate clusters.
Preparing a brief with AI and verifying content
How SEO specialists use AI in their daily work
Keywords prepared by AI can be used in the next stage of creating content for SEO, namely in creating a brief. It is enough to provide the key phrases, goal, and style. In this way, you can receive a suggested structure that can be passed on to a copywriter. Both tools can provide briefs in line with requirements, although ChatGPT is better at creating content due to the lower risk of plagiarism, which is a problem in the case of Bard.
Content verification
AI can also help verify content written by copywriters. Artificial intelligence can receive information from the brief and then check the material written by the copywriter. Thanks to this, you can check whether the text was prepared in line with the guidelines. ChatGPT will carry out an analysis, pointing out possible grammatical or stylistic errors and highlighting fragments of the text that require improvement.
Instead of spending time on manual verification, you can entrust this task to artificial intelligence. Both ChatGPT and Bard can quickly check whether a given text matches the brief. This is especially useful in the case of materials written in a foreign language. With an appropriate prompt, you can check whether the content includes all elements of the concept and suggestions. - Agata Gruszka from WhitePress
AI in audits
ChatGPT can also help conduct a content audit. Thanks to the WebPilot plugin, you can obtain information about key phrases, meta titles, and a basic analysis of the page structure.
In the premium version, there is a dedicated plugin for ChatGPT based on the GPT-4 model, known as WebPilot. Thanks to it, you can receive guidance on page structure, keyword use, and other elements that affect the optimization of the page and its visibility, such as appropriate meta tags - meta title and meta description. - Agata Gruszka from WhitePress
What should be taken into account when working with AI?
According to Agata Gruszka from WhitePress, although AI tools can significantly make work easier for specialists, there is an important aspect that must be taken into account when working with these technologies. The issue of "AI hallucinations" is widely known, and when using artificial intelligence to generate content, particular caution is necessary. The results of a study conducted by a team of scientists from Medical School at Stanford University show that Bard makes hallucinations in as many as 57% of cases, while ChatGPT in 2.3%. Therefore, it is better not to leave the entire process fully in the hands of machines.
Good prompts - the key to success
In summary, AI tools can help both SEO specialists and content marketing specialists on many different levels. There is no need to fear using artificial intelligence at work, because it can save time and optimize processes. However, the effectiveness of working with AI depends on the quality of prompts. Therefore, it is worth remembering a few basic rules that will make this process easier and allow you to obtain more accurate results.
A prompt is a piece of text that serves as an instruction for artificial intelligence. Thanks to it, AI can perform a specific task. A prompt can be a question, a scenario, or a step-by-step list. It is worth preparing the necessary background information, such as a list of issues that will help understand the prompt. The structure of the prompt should include the instruction, context, keywords, and any restrictions regarding the length of the response. Clear and precise wording without ambiguity is always welcome. - Agata Gruszka from WhitePress.
