Should businesses use Chat GPT to create blog content?

Today I want to discuss the use of AI, specifically ChatGPT, in creating blog content for your website. While AI offers tempting shortcuts for generating content, relying on tools like ChatGPT might not be the best strategy for increasing your organic traffic from Google. Let’s understand why.

chatgpt for content writing

Get started with a free SEO audit

    Table of Contents

    AI-generated Content and Google’s Perspective

    Developed by OpenAI, ChatGPT is a language processing AI model designed to generate human-like text based on the input it receives. It can compose poems, provide explanations, answer questions, and yes, even draft blog articles. Sounds perfect, right? Not quite, especially when it comes to SEO.

    Google’s algorithms are finely tuned to reward high-quality, informative, and primarily original content. A Google Search Central Blog emphasises the importance of content quality, which directly influences how content ranks in search results. What is crucial here is that Google is adept at identifying ‘originality’ in content, highlighting the critical drawback of AI-generated texts – the lack of authentic and unique insights.

    AI, including sophisticated models like ChatGPT, typically processes existing data and texts to generate content. This means that in many cases, it recycles available information without adding novel insights or personal tone, which are vital elements that Google looks for when assessing the value of content.

    The Limitations of ChatGPT

    Despite its capabilities, ChatGPT is not without limitations. For one, it lacks the personal touch and real-life experiences that readers often connect with. Blogging is not only about supplying information but also about building connections and trust with your audience. Personal or company blogs are platforms where brand identity and voice should be consistent and resonate personally with readers—which AI-generated content often fails to achieve.

    Furthermore, ChatGPT doesn’t always understand context perfectly. While it can generate grammatically correct content, aligning that content with your brand’s specific tone, style, and the nuanced stance can be challenging. More on this aspect can be explored in the research paper, where nuances in language models are critically examined.

    Risk of Content Duplication and Google Penalties

    Another significant risk involved with using AI like ChatGPT for blogging is content duplication. ChatGPT might create content that’s too similar to existing content on the internet, even if not intentionally. This can lead to potential Google penalties for plagiarism or low-quality content, as outlined in Google’s Webmaster Guidelines, which can be a detriment to your site’s SEO rankings.

    SEO strategy is not just about avoiding penalties but actively improving your rank and visibility through “value add” content. This means original research, insightful analysis, and unique takes on topics, all of which are hard to achieve with AI-generated content. 

    Final Thoughts

    While AI tools like ChatGPT can assist with certain tasks, relying on them completely for your content creation is risky if your goal is high Google rankings and genuine reader engagement. Instead, consider leveraging AI to augment content creation processes such as brainstorming ideas or drafting outlines, but keep the core content creation human-driven. Invest in skilled content writers who can articulate your brand’s voice and contribute genuinely innovative insights into your blog posts.

    Get in touch

    Start working with an agency that won’t break the bank and will take the time to understand your brand. We provide solutions to increase drive organic and paid traffic and to convert visitors into customers.

    0800 593 0015

    Local: +44 79 4036 8509