How Website Owners Can Adapt with the Rise of ChatGPT in 2023

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In recent months, the AI platform ChatGPT has gained significant popularity and continues to develop and enhance its capabilities.

ChatGPT is a chatbot developed using OpenAI’s GPT-3 model, which generates answers and outputs based on user input. It has potential for more than just entertainment, particularly in creating online content.

ChatGPT has a wide range of capabilities, from crafting entire articles to producing website code, and continues to enhance its power on a daily basis. As OpenAI’s model is based on user input, the more its usage increases, the greater its proficiency.

So what does this mean for the online world?

The potential implications of ChatGPT and AI remain uncertain, as only time will tell. The focus of this post is to examine the impact that these technologies have had on content creation, particularly for website owners.

rise of ChatGPT

What is the significance of ChatGPT in content creation?

The burning question on everyone’s mind is: what kind of impact will ChatGPT and other AI tools have on content creation and our perception of it?

The impact of ChatGPT on the industry is uncertain at this time, but it has definitely caused disruption. It’s capable of generating an entire article or blog post with proper commands and inputs, although its accuracy isn’t perfect.

There are three distinct viewpoints on how it will impact online content.

  1. ChatGPT will become a common method for content creation

According to this theory, the increasing power of AI will enable it to generate all online content, resulting in widespread use across websites and a decrease in relevance for content creators. Ultimately, online content will become fully automated through AI generation.

While I appreciate the boldness of this statement, let’s not forget that the intricate web of technology and algorithms that governs our world is far too complex for any single force to completely control. Plus, let’s be real – do we really want to live in a society ruled solely by AI overlords? 

  1. ChatGPT will not replace human-written content

The theory suggests that while AI has impressive capabilities, it may be a passing trend. It maintains that human-created, authentic content will remain superior, and that AI tools like ChatGPT will never be able to rival it.

Some content creators out there are convinced that AI is the enemy, but I’m not one of them. Sure, AI is going to shake things up in the world of online content creation, but just how much? Well, that’s a mystery yet to be solved.

  1. ChatGPT is expected to serve as a significant tool for content creators and websites.

AI has been utilized by companies for years, including Alibaba for predicting customer preferences, Amazon with its Alexa products, and Facebook for automatic interpretation of user posts. This aligns with a more moderate view of the potential impact of AI.

Content can be a useful tool for content creators and websites to increase efficiency. It is worth exploring how content creators and agencies can adapt in this evolving ecosystem.

What is the significance of ChatGPT for website owners?

The growth of AI and its increasing integration into daily life will require businesses and websites to adapt in order to remain competitive.

While it is still early to determine the impact of AI, site owners may not need to be concerned and can instead consider implementing new procedures to support original, human-written content. Additionally, there are limitations to the extent to which AI will affect online content and rankings. 

The Role of AI Generated Content in Search

On February 8th, Google issued a statement around how their search algorithm affects AI generated content. You can read Google Search’s Guidance on AI here, but I’ll address the key points and my takeaways below.

Summary: Google’s Guidance on AI Generated Content

  • Google has and will continue to reward high-quality content that demonstrates E-E-A-T (expertise, experience, authoritativeness, and trustworthiness), specifically through last years implementation of the Helpful Content System
  • Using AI (i.e. ChatGPT) to generate content with the primary purpose of manipulating ranking in search results is a violation of their policies (emphasis on “primary purpose”)
  • Not all use of AI or automation is considered “spam” or against their policies (i.e. sports scores, weather forecasts). The appropriate use of AI is not against their guidelines. 
  • There are already systems in place to address and prevent poor quality content or misinformation from taking over search results

My Takeaways:

Google now places more emphasis on E-E-A-T than before. E-E-A-T is crucial for Google’s search rankings, and with the implementation of AI tools like ChatGPT, it’s becoming even more important. E-E-A-T allows Google and readers to understand and verify where and who the content is coming from. It also determines if the content is original and accurate.

Google emphasizes the importance of producing original, high-quality content that prioritizes the needs of users and demonstrates expertise, authority, and trustworthiness. This aligns with their E-E-A-T policies, which reward content that adds value to readers.

AI can be used for content creation, but there are limits to its use. Google allows the use of AI but not for manipulating search rankings. AI has been used to create helpful content for readers. Google is not against AI or automation.

In other words, if you’re using AI to generate high quantities of content to rank for a specific keyword, or stuffing in semantic phrases and keywords to manipulate search, or generating poor quality content with misinformation (i.e. not valuable content), then it is against their policies.

AI content will not be banned by Google. Automation and AI have helped generate great content and will continue to do so with advancing technology. The aim is to prevent spreading poor quality and misinformation while rewarding useful, helpful, original content that satisfies E-E-A-T.

How Can Website Owners Adapt to AI and ChatGPT?

So here’s what we know:

  • AI tools, like ChatGPT are here to stay and growing at a rapid rate
  • Google has implemented policies to prevent low quality AI generated content 
  • But, Google is NOT banning or penalizing AI or automation unless it’s used to manipulate search rankings

What can website owners take away from this? Well, it helps alleviate the fears we brought up earlier—AI probably won’t make human-written content irrelevant. However, it still might affect how we view it. 

In other words, websites need to adapt. But how? You don’t want to run the risk of having your content penalized by Google search, nor do you want your brand associated with low quality content. And obviously, you don’t want to get left in the dust or lose traffic.

If the proper procedures are implemented, neither of these things have to happen. There are so many great ways to implement AI and automation without having it affect your bottom line. 

Here are some ways we, at Content Refined and Rocket Content, are implementing new procedures to adapt to the changing environment. 

Using SEO Writers to Create Valuable Content That Ranks

Although the online space has become more competitive, creating valuable and optimized content is still highly beneficial for site owners. At the end of the day, content is still king. 

At Content Refined, we write hundreds of thousands of words each month for a variety of site owners, and each month their rankings increase. We realize not everyone has enough time to keep up with capacity, so we handle:

  • Keyword research and topic ideation
  • Content writing and editing
  • SEO optimization
  • Publishing to your site

We have a trusted team of Project Managers and writers ready to help. Check out some of our case studies below:

Content Refined has been working with this site owner for just over a year. We helped launch his domain from scratch and it’s gone from zero traffic to 2,100/month in a year. We’re aiming to double that in the next 6 months. 

How Website Owners Can Adapt with the Rise of ChatGPT in 2023 2

Content Refined has been working with this client since November 2021. When we started, their organic traffic was around 1,300/month. Since then, we’ve been able to increase their page rankings and traffic has jumped to 9,600/month. Amazing results!

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If you’re interested in Content Refined’s services, you can go here to get a special 20% discount: 

Implementing AI Procedures for Brief Creation

At Content Refined, we’ve been using AI tools to help optimize our content creation procedures for years. These tools can help us format and structure content properly, tell us what semantic keywords and phrases we need to be using, give us the relevant headings and FAQs for an article, and provide a summary of competitor research. 

With ChatGPT and other OpenAI models advancing, we’re able to become even more detailed with our brief creation process, offering specific outlines, keywords, and summaries for our editorial team to work with. This is a perfect example of how to use AI without getting penalized by Google or other search engines. 

We’re also offering this brief creation to our clients! If you have an editorial team, but don’t want to spend hours creating briefs, our keyword research and brief creation packages are a great fit for you! 

Here’s what it includes: 

  • Topic ideation and relevant keywords for your niche
  • Title, meta description, and suggested word count
  • Relevant resources 
  • A detailed outline, including headings and subtopics to cover
  • Relevant FAQ’s
  • Supporting key terms and phrases to help rank for depth

Check out our Keyword Research and Brief Creation page below!

Implementing AI-assisted Content to Better Understand Your Niche

When you’re starting a new site or diving into a new branch of topic clusters within your existing article/content, it can be hard to know where to start.

Although site owners have a good idea of how they stack up against their competitors, fully understanding how Google ranks your articles can be difficult.

Sometimes the best strategy is to find a topic clusters and throw everything at the wall to see what sticks. However, that can be time-consuming and require a lot of effort and resources, which not everyone has. 

That’s why we launched Rocket Content – a writing service using AI to help assist in writing quality, SEO optimized content for your site.

Rocket Content is an easy and inexpensive way to create large batches of content and see how they stack up against the SERPs. Then, once your content is indexed and starts ranking, you can go back in, revise, edit, and continue to build off your topic clusters. 

Website owners who have used Rocket Content have seen amazing results. Despite the content being AI-assisted, our content still provides value to readers and is optimized using SurferSEO. 

Check out some of our case studies below:

Rocket Content has been creating content for this site for just under a year, and its organic traffic has gone from almost zero to 7,900/month using Rocket Content.

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Organic traffic for this website has increased to 7,400/month and it’s ranking for almost 15,000 keywords within one year of working on it. 

How Website Owners Can Adapt with the Rise of ChatGPT in 2023 5

Both the organic traffic and keywords have more than doubled in the last year for this website … and there’s no signs of slowing down yet!

How Website Owners Can Adapt with the Rise of ChatGPT in 2023 6

Although this site hasn’t seen as big of an impact as the others, traffic has grown to 1,700/month within a year of posting content to it. 

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If you’re interested in Rocket Content’s services, you can take advantage of a special 10% discount here:

Implementing SME (Subject Matter Expert) Services

Since we know that Google will be placing more emphasis on E-E-A-T, that means so should site owners. This is why we’ve begun launching a new SME service for all our clients. 

An SME is a subject matter expert – this means someone with experience, knowledge and expertise in a specific field. An SME offers not only knowledge into a specific topic, but also authority for a client’s website.

They’re able to provide valuable information and opinions on a topic that we know is coming from an authoritative source. 

Our SME services include:

  • Content that is reviewed, proofread, and edited by one of our SME’s
  • An author byline
  • SME image, bio, and link to their socials

Pricing for the SME service varies depending on the subject matter and scope of work required, but is between $0.20 – $0.30 per word. If you’re interested in learning more, check out our SME service page below.

Wrapping Up – Rise of ChatGPT

AI and tools like ChatGPT are most likely here to stay. Finding unique ways to implement AI into your services or content creation procedures will not only keep you ahead of the curve, but also make you more efficient.

Hopefully some of the insights I’ve shared here will help, but the best advice I can give is to go test it out yourself!

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