Publication | Closed Access
ChatGPT and search engine optimisation: The future is here
13
Citations
0
References
2023
Year
Search Engine OptimizationEngineeringChatbotDigital MarketingBusiness IntelligenceSearch Engine MarketingCommunicationSemantic WebJournalismText MiningSocial MediaInformation RetrievalManagementIntelligent SearchingSearch Engine OptimisationContent AnalysisVoice SearchSearch TechnologyComputer ScienceInformation ManagementSearch Engine DesignNew ChatbotInteractive MarketingSearch MarketingTechnologyBig Data
ChatGPT, an AI chatbot launched by OpenAI in late 2022, has rapidly expanded and can generate code, proposals, stories, and answers, positioning it as a breakthrough in natural language processing that may transform search engine optimisation practices and shift how marketers approach web searches. This paper investigates how ChatGPT’s capabilities could influence search marketing and SEO. The authors examine ChatGPT’s functionalities and evaluate their potential effects on SEO strategies. Microsoft’s investment in ChatGPT and its integration into Bing has already disrupted the search engine ecosystem.
The new chatbot from artificial intelligence company OpenAI, called ChatGPT, has grown aggressively since its launch in late 2022. ChatGPT provides information back to users who populate questions in a clear and easy to understand structure. This technology can be used for different purposes, including writing code, creating business proposals, writing stories and answering complex questions. Because this technology is considered a breakthrough in terms of its ability to process natural language, it stands to reason that it could have future effects on the fundamental digital marketing tactic known as search engine optimisation (SEO), a process by which websites are developed and updated with the goal of increasing natural ranking, traffic and customers from search engines like Google and Bing. For the past 20 years, people have turned to search engines for information, news articles, images, videos and answers to questions both mundane and complex. This technological advance with chatbots could indicate a significant general shift for marketers, specifically related to web searches and how marketers think about SEO. In fact, Microsoft's decision to invest in ChatGPT and include it within their search engine, Bing, has already created waves in the search engine ecosystems. In this paper, ChatGPT will be examined, its capabilities and how they could affect search marketing and SEO.