The Importance of Content in ChatGPT

authorCaryn Oram dateJanuary 25, 2023


There has been a huge buzz around ChatGPT, the new AI technology that answers complex questions conversationally with an uncannily human flair. What sets it further apart is that it is not just a high-tech chatbot. ChatGPT is a hybrid of sorts, part highly-trained chatbot, part search engine. And it is because of the latter that this new technology has taken the world by storm.

What sets ChatGPT apart is that it has been trained to interact with users and answer questions conversationally, providing extremely human-like responses. Through training, it can detect the human intent in the question asked, meaning it can answer follow-up questions, challenge incorrect premises, and reject inappropriate queries. ChatGPT generates real-time responses that are based on the user’s input, allowing for the more “naturalistic,” conversational tone it presents. It models the user’s manner of asking in order to generate responses selected from high volumes of information available on the internet.

How is ChatGPT being used?

It has been established that this new tool can be extremely useful for many industries, including;

  • Customer service
  • Personal/virtual assistance
  • Content creation
  • Education
  • Language services

It's good to know what ChatGTP is capable of, but businesses should also be asking how they can make the chatbot work to their benefit. There is a strong possibility that a technology like ChatGPT could become the next search engine, and if that is the case, everything we currently know about SEO strategy changes. While SEO is still a critical part of your online visibility, with ChatGPT, it's content that's going to become a business's primary tool.

Utilising ChatGPT for SEO is still extremely useful, make no mistake. Let's take a quick look at a few things you can do with it.

  • Generate easy, simple keywords
  • Identify keywords for content clusters relating to topics that you might discuss on website pages or blog posts and generate keyword maps
  • List topics that are relevant based on keywords, both long- and short-term keywords
  • Suggest the best keywords to make use of when writing an article, either as a combination of related terms or another set of phrases
  • Find keyword densities
  • Suggest relevant resources to further research a keyword or topic
  • Match keywords with search intent

Due to the conversational nature of ChatGPT’s responses, extracting SEO research information becomes much more simplified. But there's the catch: ChatGPT is useful for conducting research for your SEO strategy, but keywords are not the biggest factor when it comes to visibility in ChatGPT search results. That's where content comes in.

Why is content so important?

With ChatGPT, the content you produce is the most critical aspect of your business’s search visibility. Your business will appear in search results by having content that anticipates and answers the potential questions a user might ask ChatGPT. As the chatbot produces conversational responses, the answers a user will receive are not structured the way we are used to seeing in Google search results.

As we know, Google will give you results based on rankings achieved with SEO strategy and keywords. With ChatGPT, the results will be in the form of a human-like, conversational response. In order to feature in that response, your business's content needs to be as prominent as possible. Why? ChatGPT generates its responses based on how many times an item appears when it searches through information on the internet. This means that the more your content features online, the higher your chances of appearing in ChatGPT's responses. Getting your brand's content out there, front and centre and distributed as widely as possible is what will form the basis of your digital marketing strategy on ChatGPT.

As such, the creation of high-quality, relevant, and useful content is more important than ever in a digital world where ChatGPT-type technologies stand to overtake traditional search engines. ChatGPT has shaken things up, opening the world's eyes to new possibilities when it comes to the future of the online digital arena. NEXA is able to assist businesses with honing in on what content will ensure your brand appears in the answers that ChatGPT provides. Get in touch with us to find out more about making ChatGPT work for you.