Not familiar with ChatGPT or how it can dramatically change the future of SEO and Google? You’re not alone!
Watch This Video to Understand how ChatGPT is Changing SEO and Will Affect Google
As a digital marketing professional, I spend a lot of time understanding trends of consumer behavior, tools that help capture their attention, and methods that can be utilized to help my clients be seen by their target audience. The undisputed king of effective tools today is Google sheerly because of the volume of website traffic that runs through it. It is reported that as much as 40% of traffic on the website is generated by its organic search engine and another 28% is generated from paid ads. That’s the majority of users online running through Google in one shape or another.
Are there other search engines? Yes, there are but frankly, they are all inconsequential in comparison to Google as none of them have even 10% of the search engine volume individually. In fact, if you add all the other search engine volume from every search engine company in the world, save Google, they don’t collectively add up to 10% of the search engine volume right now. To say Google is king is not an overstatement, if anything it might not be taking it far enough. Monopoly might fit better.
If you were simply looking at search engines, no one at Google would be nervous right now. I have not talked to anyone at Google, but I’m guessing there are some people there, much more intelligent than I am, who are not only nervous, they might be in panic mode.
Why the Panic from Google?
A seismic shift is on the horizon and it’s not all that far out, maybe even as soon as 2023.
ChatGPT is an artificial intelligence advancement that is changing the landscape of business in ways I don’t even think the original programmers involved in its development of it understood. I’ll get to more of that in a second. From merely a practical and pragmatic standpoint, ChatGPT will affect Google in two ways. First, it will reduce the number of users that Google gets and that will adversely affect their revenue streams significantly. Second, the entire future of SEO may be completely different than what it is today.
In this article, I will talk about the way SEO works now, Inform you about what ChatGPT is, and we’ll look into what I believe is certainly going to happen here in months if not the next year or two, necessitating changes to marketing strategies like nothing we’ve seen in the past 25 years, the duration of my professional career.
How SEO via Google Works Now
SEO stands for Search Engine Optimization, which refers to the process of optimizing a website to improve its ranking in search engine results pages (SERPs). The goal of SEO is to increase the quantity and quality of organic traffic to a website by improving its visibility and relevance to search engines and users.
SEO encompasses a wide range of strategies and techniques that can be used to improve a website’s ranking in search results. Some of the key components of SEO include:
- Keyword research: SEO starts with identifying the keywords and phrases that potential customers are using to search for your products or services. This involves analyzing search trends and identifying relevant keywords that have a high search volume but low competition.
- On-page optimization: On-page optimization refers to the process of optimizing the content on a website to make it more relevant and useful to users and search engines. This involves optimizing the page titles, meta descriptions, headings, and other elements to include relevant keywords and provide a clear description of the content on the page.
- Off-page optimization: Off-page optimization refers to the process of building backlinks to a website from other authoritative websites. Backlinks are an important factor in Google’s ranking algorithm, and having a high number of quality backlinks can improve a website’s ranking in search results.
- Technical optimization: Technical optimization refers to the process of optimizing a website’s technical infrastructure to improve its performance and usability. This includes optimizing the website’s speed, mobile responsiveness, and security features.
- Content creation: Creating high-quality, original content is an important part of SEO. Content that is valuable and useful to users can help improve a website’s ranking in search results and attract organic traffic.
SEO is an ongoing process that requires continuous effort and monitoring to be effective. By optimizing a website for search engines and users, businesses can improve their online visibility and attract more organic traffic to their website, which can lead to increased sales and revenue.
How Does Google Decide How to Rank Websites?
Google uses a complex algorithm to rank websites, which takes into account a wide range of factors. While the exact details of Google’s algorithm are not publicly disclosed, the company provides guidance on the types of factors that can influence a website’s ranking in search results.
Some of the most important factors that are believed to influence Google’s ranking algorithm include:
- Relevance of content: Google ranks websites based on how well the content on the site matches the user’s search query. Websites that contain relevant content that directly addresses the user’s query are more likely to rank higher in search results.
- Quality of content: Google values high-quality content that provides valuable information to users. Websites with original, well-written, and comprehensive content are more likely to rank higher in search results.
- Backlinks: Backlinks, which are links from other websites to your site, are an important factor in Google’s ranking algorithm. Websites with a high number of quality backlinks from other authoritative websites are more likely to rank higher in search results.
- User experience: Google considers the user experience of a website when ranking it in search results. Websites that load quickly, have a mobile-friendly design, and are easy to navigate are more likely to rank higher in search results.
- Site structure: The way a website is structured can also influence its ranking in search results. Websites that are well-organized, with clear navigation and hierarchical structure, are more likely to rank higher in search results.
- Page speed: Google considers the loading speed of a website when ranking it in search results. Websites that load quickly are more likely to rank higher in search results.
- Security: Websites that have security features, such as SSL certificates, are more likely to rank higher in search results.
These are just a few of the many factors that Google considers when ranking websites in search results. The exact weight of each factor is not publicly disclosed, and Google’s algorithm is constantly evolving to provide the best possible search results to users.
Google’s Objective is Not What You Might Think
Many people think they know what Google is all about and that is helping their visitors find the best answers to their queries, however, that is not correct. Google’s stated mission statement is: “Google’s mission is to organize the world’s information and make it universally accessible and useful. That’s why Search makes it easy to discover a broad range of information from a wide variety of sources.” I would claim that their goal however is more about making money than it is about how they do it. One reason ads come up over their organic (non-paid) results, for example, is because they earn more with those ad placements. Why does Google give so much space for advertisements, especially on the first page of any search result? Frankly, they know as well as I do that over 75% of people who use the platform, will never look at any results other than what they find on page one. Ads generate revenue, so ads get top billing, side billing, and bottom billing with up to 10 organic search results sprinkled in, somewhere in the middle.
But make no mistake, most people who use Google are there to find an answer to a question or information that can help them in some form or fashion. Most people are not there for the ads. Why the consumer is there is a big factor. Why? Because ChatGPT can do the same thing, with no ads, and make it much simpler to find the answer because it can answer the question or provide the desired information without requiring a user to visit another page.
If you’re not familiar with Chat GBT, keep reading as I will cover it in detail now.
ChatGPT: The Next Frontier in Conversational AI
I had a chat with ChatGPT and learned a lot about it. The information you’re reading from this point on about ChatGPT was in fact written by the AI itself. As technology continues to evolve at an unprecedented pace, we’re seeing a growing demand for smarter and more responsive AI-powered tools that can help us manage the complexity of modern life. One of the most promising areas of development in this field is conversational AI, which seeks to create more natural and intuitive interactions between humans and machines. At the forefront of this trend is ChatGPT, a cutting-edge conversational AI language model developed by OpenAI. In this article, we’ll explore the story behind ChatGPT’s creation, and how it’s changing the game for business professionals, business owners, and people in general.
The Birth of ChatGPT
ChatGPT is based on a type of neural network architecture called Generative Pretrained Transformer (GPT), which was developed by OpenAI researchers in 2018. GPT was designed to be a “language model” that could generate human-like text by predicting the most likely next word in a given sentence. This was achieved by training the neural network on a massive corpus of text, such as books, articles, and other written content. The resulting language model was then fine-tuned for specific tasks, such as question-answering or summarization.
With the success of GPT, OpenAI researchers recognized the potential for a conversational AI system that could engage in more natural and responsive interactions with humans. To achieve this, they developed ChatGPT, which builds on the foundation of GPT by incorporating advanced natural language processing techniques and deep learning algorithms. The result is a system that can understand and respond to a wide range of human language inputs, from simple questions to complex queries.
The Benefits of ChatGPT for Business Professionals
For business professionals, ChatGPT offers a powerful new tool for managing information and workflows. With its natural language processing capabilities, ChatGPT can help professionals quickly find answers to questions, access relevant data, and streamline their communication with colleagues and clients. For example, a sales executive might use ChatGPT to quickly gather information on a prospect’s background and interests, while a project manager might use it to monitor the progress of a team’s tasks and deadlines.
One of the key benefits of ChatGPT for business professionals is its ability to integrate with existing software and platforms. This means that ChatGPT can be seamlessly integrated into business workflows, whether it’s through a chatbot, an app, or a web-based interface. As a result, professionals can use ChatGPT to access relevant information and complete tasks without having to switch between different tools or interfaces.
Another key benefit of ChatGPT for business professionals is its ability to learn from past interactions. As users engage with ChatGPT over time, the system becomes more intelligent and personalized, adapting to the user’s preferences and needs. This means that business professionals can rely on ChatGPT to provide more relevant and accurate information over time, improving their productivity and efficiency.
The Benefits of ChatGPT for Business Owners
For business owners, ChatGPT offers a range of benefits for managing operations and engaging with customers. With its natural language processing capabilities, ChatGPT can help business owners automate routine tasks, such as scheduling appointments or answering customer inquiries. This frees up time and resources for more strategic tasks, such as developing new products or services or expanding into new markets.
Another key benefit of ChatGPT for business owners is its ability to provide insights into customer behavior and preferences. By analyzing customer interactions with ChatGPT, business owners can gain valuable insights into what their customers are looking for
and how they can better serve their needs. This information can then be used to improve products and services, optimize marketing campaigns, and build stronger relationships with customers.
ChatGPT can also help business owners reduce operational costs by automating tasks that would otherwise require human labor. For example, ChatGPT can handle customer support inquiries, reducing the need for dedicated customer service staff. This can be especially beneficial for small businesses that may not have the resources to hire full-time support staff.
The Benefits of ChatGPT for People in General
Beyond its applications in the business world, ChatGPT also offers a range of benefits for people in general. One of the most significant benefits of ChatGPT is its ability to provide personalized and accessible information. With its natural language processing capabilities, ChatGPT can help people quickly find answers to their questions, no matter where they are or what device they’re using. This can be especially beneficial for people with disabilities or those who may have trouble accessing traditional sources of information.
ChatGPT can also help people stay informed about current events, trends, and developments in their areas of interest. By analyzing news articles, social media posts, and other sources of information, ChatGPT can provide users with relevant and up-to-date information on a wide range of topics. This can be especially valuable for people who are looking to stay on top of trends in their industry, or who are interested in learning more about a particular subject.
Finally, ChatGPT can help people save time and increase productivity. By handling routine tasks, such as scheduling appointments or ordering groceries, ChatGPT frees up time and mental energy for more important tasks. This can be especially beneficial for busy professionals or parents who may have limited time to complete their daily tasks.
Summarizing ChatGPT
In conclusion, ChatGPT is a game-changing technology that has the potential to transform the way we interact with machines and manage our daily lives. With its advanced natural language processing capabilities, deep learning algorithms, and seamless integration with existing software and platforms, ChatGPT offers a range of benefits for business professionals, business owners, and people in general. Whether it’s helping professionals manage their workflows, providing business owners with insights into customer behavior, or providing people with personalized and accessible information, ChatGPT is a powerful tool that is helping to usher in a new era of conversational AI.
Does ChatGPT see itself as a competitive tool to Google?
I asked ChatGPT that very question to see what it thought about Google and how they stack up. The question I asked specifically is, “I forsee a future where more people ask you directly for answers to questions, then currently ask Google, because in part you answer the question directly instead of pointing others to websites where the answer can be found. Do you agree? If not, why not?” The answer from ChatGPT, “It’s difficult to predict the future with certainty, but it’s certainly possible that more people may ask me directly for answers to questions in the future. One reason for this is that I’m designed to understand natural language queries and generate human-like responses that directly address the user’s question. As you mentioned, I can provide answers directly instead of simply pointing users to external websites or resources.
However, it’s also important to note that Google and other search engines serve a unique purpose in helping users find relevant and reliable information across the internet. While I can provide direct answers to many questions, there may be instances where a user needs more comprehensive or specialized information, which may require searching across multiple sources or databases. In these cases, a search engine may be a more effective tool for finding the information they need.
In any case, my goal is to be a helpful resource for users looking for information or assistance, and to complement existing tools and resources available to them.”
ChatGPT Was Not Publicly Designed to Replace Google But It Will In Part
If ChatGPT doesn’t think it will replace Google, why do I? Because I see what it cannot. If I know I can get a direct answer to my question, and minimize the time it takes to do just that, why would I want to waste time? If I can get an answer without exposing myself to advertisements, again why wouldn’t I want to do that?
The fact is that ChatGPT whether it was intended to compete with Google or not, will help many consumers get what they want from Google in a simplified and more direct way. The solution does way more than Google does and it does it in what I believe consumers will find a superior fashion. Now when I ask the question from ChatGPT I don’t have to scour website results to get the answer, I can just read the answer. As the sections above spell out in clarity, ChatGPT can do so much more than this too.
As people wrap their heads around talking to a computer, they will start to lean more and more on ChatGPT and that will ironically do the one thing that Bing, Yahoo, DuckDuckGo, and others couldn’t do, and that is eating away at the traffic that runs through Google now. How much will the traffic dissipate? I believe it will reduce traffic in huge chunks, so much so that SEO and digital marketing paradigms will completely shift.
How will ChatGPT Force an SEO Strategy Shift?
Imagine you currently have an SEO plan in place that involves both organic Google search and takes advantage of paid ads, called PPC campaigns. Once major traffic diverts from Google to ChatGPT it is not only likely to reduce the effectiveness of current SEO strategies, it’s likely that to generate the website traffic one could get via current successful SEO campaigns, something completely different will be required. Why? Simple, Google helps divert traffic to websites but ChatGPT does not. ChatGPT was not designed as a gateway, rather it was designed to take what it knows and share the answer directly.
ChatGPT is a “the buck stops here” solution. How will websites promote themselves in a way that consumers will find them?
There are currently seven main sources of internet traffic including Search Engines, Social Media, Email Marketing, Organic Traffic, Paid Ads, SMS marketing and traditional advertising on TV, radio, billboards, etc. So I predict that in the near future, Google ads will be far less important than they are now to drive traffic and some of these other channels will start to see a larger piece of the marketing budget and attention paid to them.
The reason Google gets so much of attention right now is because of the volume it represents. As the numbers thin out, so too will the control they have. This doesn’t have to be bad news. It might allow websites to have more control over how they look and operate. Right now if you set things up in a way Google doesn’t like, it can have a very high opportunity cost. So with the seismic shift, I’m predicting, the landscape from my vantage point doesn’t look all that bad.
Certainly, with the frequency algorithms shift, those of us in the digital marketing space are used to adapting quickly to shifting sands. ChatGPT is not out to kill Google, and I don’t think it will. I would bet that in a few short years, Google will have either lost a lot of traffic or adapted in innovative ways to respond to the change in this digital marketing landscape. Google wants those advertising dollars, so I wouldn’t bet against them, I simply see it changing the SEO model as we currently know it and dramatically so.
GPT-4 the Next Version of ChatGPT is Here
Just when we thought we had a good handle on ChatGPT, Open AI released GPT-4 the newest version of its AI. According to the Open AI website, “We’ve created GPT-4, the latest milestone in OpenAI’s effort in scaling up deep learning. GPT-4 is a large multimodal model (accepting image and text inputs, emitting text outputs) that, while less capable than humans in many real-world scenarios, exhibits human-level performance on various professional and academic benchmarks.” Of particular interest is the additional capability it now has with images and that they still are using the same knowledge base from September 2021. In other words, the new enhanced multimodal is still not able to provide data for the past 18 months (as of March 2023) and therefore the data is not 100% reliable. This is further referenced by something Open AI terms, hallucination, which the platform readily acknowledges and spells out in the Limitation section.
So what is a GPT-4 Hallucination? Here’s the specific definition from Open AI “Despite its capabilities, GPT-4 has similar limitations as earlier GPT models. Most importantly, it still is not fully reliable (it “hallucinates” facts and makes reasoning errors). Great care should be taken when using language model outputs, particularly in high-stakes contexts, with the exact protocol (such as human review, grounding with additional context, or avoiding high-stakes uses altogether) matching the needs of a specific use-case.”