The internet is abuzz with the hype around ChatGPT, one of the most recent advancements in technology.  With the ChatGPT AI innovation gaining approximately one million users in just a few months from its launch in November 2022, it seems that its market is geared up to expand at an even faster rate.

What is ChatGPT?

ChatGPT (Generated Pre-trained Transformer) is an AI-based chatbot system that uses NLP (Natural Language Processing) to generate conversations. It was developed by San Francisco-based artificial intelligence company OpenAI.

ChatGPT, a Large Language Model (LLM), has a remarkable ability to interact in a conversational dialogue form. It is trained to follow instructions in a prompt and provide a detailed response. The system’s dialogue format makes it possible to answer follow-up questions (if any), challenge incorrect premises, admit mistakes, and reject inappropriate requests.

ChatGPT is trained using Reinforcement Learning from Human Feedback (RLHF), using the same method as InstructGPT, a sibling model of ChatGPT, but with minute differences in the data collection setup.

An initial model was trained using supervised fine-tuning: human artificial intelligence trainers provided conversations wherein they played both sides – as an AI assistant and as the user. The trainers were given access to model-written suggestions to help them in composing their responses. Then, this new dialogue dataset was mixed with the InstructGPT dataset, which was then transformed into a dialogue format.

What can you do with ChatGPT?

Aside from responding to human queries, ChatGPT can also be used to do the following:

1. Create Content 

ChatGPT can be used for brainstorming content ideas on specific topics or keywords and creating content. It can quickly write content based on a prompt. This includes topic outlines, blog articles, social media captions, and anything content related.

2. Generate AI Art

Since the introduction of artistic AI tools like DALLE-2 and Midjourney, AI art generators are being leveraged for creating creative images. An AI Art Generator is a system capable of creating videos, images, or music based on a given text prompt. The system is then trained using various image-text pairs.

Moving ahead, ChatGPT has great potential to produce detailed AR (Augmented Reality) scenarios when prompted.

3. Write code and debug

ChatGPT can process and write codes and help the developers debug codes. For example, it can be used for generating SQL queries. As it is important for data scientists to be well-versed in SQL, they can use ChatGPT to enhance their SQL skills.

4. Manage and manipulate data

Usually, it is challenging to sort, manage, and organize unstructured data, making it redundant. ChatGPT can be helpful here. It can convert unstructured data into a structured format by manipulating the data.

For example, ChatGPT can add data to a table, make indexes, and understand JSON queries.

5. Explain and tutor

You would be surprised to see how well ChatGPT can explain code, words, and any other topics. As ChatGPT’s AI tutor capabilities develop and become refined, it could dramatically alter the way students would use the tool for academic purposes.

5 ways SEO professionals can use ChatGPT

We’ve outlined a few of the many ways SEO professionals can leverage their work using ChatGPT:

1. Keyword research and analysis

Practically, ChatGPT makes keyword research effortless. All you need to do is open the chatbot, type a few of your target keywords and ask for the related ones. ChatGPT will prepare a list of related keywords based on its understanding of the search results.

SEO professionals can also use it to determine the competition for various keywords.

2. Content strategy development

You can ask the ChatGPT tool to outline a content marketing strategy. While it does not give granular plans (though you can probably ask for the same), it does provide a high-level set of tactics for the content related to a specific field.

A concerning factor while employing a chatbot-created content strategy is that your close competitors may be doing the same thing. For example, companies in the AI domain may be creating nearly identical blogs about common topics like “the advantages of AI”, “how can AI SAAS companies improve efficiency”, etc. – which means that the risk of duplication is not impossible.

3. A better understanding of search intent

This is one of the most interesting SEO-related potentials of ChatGPT – its ability to understand the search query properly and look beyond the words to the intent of a specific search.

Google also tries to do this and has dramatically improved over the lifespan of the search engine, but to quote a tweet by Kieran Flanagan, “Google takes your query and attempts to answer it. ChatGPT takes your query and will often improve upon it.”

Moreover, ChatGPT’s learning ability will allow it to develop a greater understanding of every search’s intent, sometimes even providing the information the searcher wasn’t even aware that they were looking for.

And as most SEO professionals are aware, shaping content to answer a question in a better way will shoot up the rankings. ChatGPT can help you do that.

4. Composing and managing analytics reports

Providing data and preparing reports and spreadsheets are important for marketers and companies to prove that their efforts are making a difference. However, sometimes such tasks can get overwhelming. ChatGPT can be a real game-changer in cases like this. Moreover, its functionality can help you identify new ranking opportunities that might get missed out.

Let’s suppose you want to compose regular expressions (regex) for analytics reports such as Google Search Console or Google Analytics, but you do not have a strong programming and technical background. This can be difficult when done manually. This is where ChatGPT enters: it can do the job for you.

For example, you want to filter a report using specific words to identify opportunities to broaden your ‘how-tos’ or ‘what is’. All you need to do is go to ChatGPT and enter the correct prompt:

“Compose regular expression which starts with “How To” or “What is” case insensitive using RE2 syntax” and it will get the job done instantly.

ChatGPT allows anyone to use the chatbot to generate a list automatically.

5. Composing complex spreadsheet formulas

People often struggle with Excel and Google Sheets as they find it difficult to compose spreadsheet formulas. You need time to find the exact function name you need and then spend time figuring out how to make it work.

ChatGPT can save you from the headache of parsing data and writing formulas. You can simply enter a command like:

“Google Sheet formula which copies all rows from sheet1 where column “A” contains the word “iPhone” and voila, it will give you the solution.

READ: SEO 101: A Beginners’ Guide to Understanding SEO

Will Language Models replace Google Search?

In 2017, Google itself created an AI chatbot called LaMDA. The performance of this chatbot was so close to a human conversation that a Google engineer claimed that LaMDA was sentient.

Given how these LLMs can answer most questions, is it far-fetched that the technical giants will replace traditional search with an AI chatbot in the future?

Well, technology still has a long way to go.

Currently, the users are required to confirm the information from authentic sources before they trust the ChatGPT replies. And, verifying ChatGPT answer’s accuracy takes effort because unlike Google, it uses text without any citations or links.

Moreover, the current implementation of ChatGPT seems to be a tool that will need the purchase of credits to before it can be used.

Nonetheless, it is fair to envision a hybrid (search and chatbot) future for search. As ChatGPT is making progress, Google is also building LLMs of its own and using artificial intelligence extensively in search algorithms.

Is ChatGPT free to use?

Currently, during its “research preview” phase, ChatGPT is free to use. The chatbot is open for all users to try out and provide feedback on the accuracy of the responses.

The road ahead

While generative AI proves to be a game-changer in numerous tasks and areas, there is a strong need to govern these new innovations as well as their impact on society and the economy.

The discussions between controlled and centralized adoption with firm ethical boundaries on one hand vs. faster innovation and decentralised distribution, on the other hand, will be essential for the generative AI community in the coming years.

This task is not only reserved for private companies. It is equally important for the policymakers and the civil societies to weigh in on, including disruption of labour markets, licensing, legitimacy of scraped data, copyright, and the potential for either biased or otherwise harmful content, misinformation, and so on.

Only when solid checks and balances are in place, more thoughtful and beneficial expansion of generative AI products and technologies can be achieved.