On March 13-14, at SMX Paris 2023, the must-attend event for Search Marketing professionals, Syphaïwong Bay participated as a speaker in a conference titled: “Will AI Revolutionize SEO Content Creation?” Here’s what we can share.

While we may not yet be witnessing a full-blown revolution, it’s undeniable that ChatGPT, OpenAI’s conversational solution, is attracting a lot of attention. In daily meetings and discussions, one question frequently arises: How is ChatGPT impacting the field of SEO? Text generation is one of the key topics often brought up. Numerous examples showcase ChatGPT’s inventiveness and creativity—crafting poems that rival the emotional depth of those by Cyrano de Bergerac. However, ChatGPT’s capabilities go far beyond mere content creation. It can suggest content structures, generate summaries, and assist with paraphrasing—areas ripe for exploration in SEO and content creation, though allowing the tool to draft autonomously may not always be ideal. It’s crucial to note that the daily tasks of an SEO professional are varied and sometimes benefit from automation. ChatGPT can provide invaluable assistance in these less obvious areas, offering fresh perspectives to SEO experts.

Every additional aid is valuable. Although content generation tools have made significant strides, they may still lack the finesse required for creating comprehensive pieces like white papers, guides, or articles. Adhering to a specific editorial line and ensuring the phrasing avoids ambiguity are tasks that necessitate human oversight. This is especially true for content in regulated industries, often categorized as “Your Money, Your Life” (YMYL) content. That said, content generation tools are undeniably useful for certain types of content that are already partially automated, such as product catalog descriptions or user manuals. While these tools might not yet suit every content type, they can be effectively leveraged in specific, well-defined contexts.

There’s virtually no risk involved. In fact, this has been confirmed in official communications. An AI content generation tool is just that—a tool. It can serve as an aid or operate autonomously to produce content. However, it’s essential to verify sources and thoroughly review and edit the content before publishing it online. The primary risk lies in over-reliance on AI, trusting it blindly without recognizing that its information is derived from existing online datasets.

SEO professionals will continue to face the same core challenges as today: adapting and revising their strategies based on new opportunities presented by search engines. What’s particularly fascinating, in my opinion, is the increasing complexity of SEO over the years. Of course, this complexity can also be frustrating. With a growing number of ranking factors overlapping and complementing each other, it’s becoming harder to pinpoint the exact sources of results. However, this also allows us to explore new avenues and seek innovative solutions to enhance and elevate our content. Are you a professional looking for a communication agency for your project? Schedule a meeting with our team to discuss your project and discover our tailored working methods.