Interest in AI technology, specifically OpenAI’s ChatGPT product, has skyrocketed in recent weeks.
People are looking for information on both topics.
Thousands of people write about ChatGPT on the web…
…and we are talking about it in various communities.
All of this happened quickly, as you can see from the graph.
Whether your Twitter or LinkedIn feed is flooded with threads and posts about ChatGPT (like me), or you just stumbled upon this topic, before spending time and energy learning ChatGPT, here are some tips: You may need to answer two questions.
- Is ChatGPT particularly likely to be a permanent product?
- What does it actually do and what can I personally use it for?
To answer these questions, this article will:
What is ChatGPT?
ChatGPT is an AI-powered chatbot created by OpenAI that can be accessed at https://chat.openai.com/.
As of this writing, ChatGPT offers a free version of the tool for users to access, but there are indications that they charge $42 per month for the pro version. indicated We plan to make the API of the tool available soon.
The interface is simple, with empty dialogs for entering prompts. This tool can perform various tasks and return text as a response. Examples of tasks that ChatGPT can perform include:
- answer the questions.
- Writing ads, emails, paragraphs, entire blogs, college papers, etc.
- Writing, commenting, or marking up code.
- Change the formatting of the text block.
ChatGPT launched in late November 2022. This follows his AI content generator Jasper.ai raising his $125 million in funding earlier the same month at a valuation of $1.5 billion. The tool reached 1 million users in less than a week.
However, each session has a specific cost associated with it.
To fund these costs (and further growth), Microsoft invested $10 billion in OpenAI at a valuation of $29 billion. This move, combined with ChatGPT’s growth and word of mouth, may fuel Google’s reported concerns that ChatGPT is a potential threat.
OpenAI has also indicated it has a “professional” version of the tool, and OpenAI president and co-founder Greg Brockman shared a link to a Google form to sign up for the waitlist.
Some users report that they see an option to upgrade to the free version for $42 after logging into their account.
Despite Microsoft’s investment, ChatGPT continued to experience outages and even had to restrict new users to the platform.
ChatGPT has also begun to face criticism for the accuracy of some of the tool’s outputs, but has also seen competition from rivals (in the wake of the platform’s early success, the competition has become increasingly intense and intense). should be assumed).
Now that you know what ChatGPT is, it’s also helpful to understand a little more about how it works and who created it (and what its goals and motivations are).
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How did it work and how were you trained?
If you’re an SEO looking for ways to use AI in your daily work, you don’t need to know how to build your own chatbot.
That said, when using a tool like ChatGPT, it’s important to understand where the information ChatGPT generates comes from, how it decides what to return as an answer, and how that changes over time. You will want to know if
Then you’ll know what level of confidence to place in ChatGPT chat output, how to better craft prompts, and what tasks to use (or not use) it for.
Before you start using ChatGPT for anything, I highly recommend reviewing OpenAI’s own blog post on ChatGPT. There you’ll find a nice graphic explaining how it works, along with a more detailed explanation.
AssemblyAI also has detailed third-party breakdowns of how ChatGPT works, some of its strengths and weaknesses, and a number of additional sources if you want to dig deeper.
One of the most important things to remember about how ChatGPT works is its limitations. In OpenAI’s own words:
“ChatGPT sounds plausible, but sometimes writes inaccurate or nonsensical answers. It is difficult to fix this problem. (1) During RL training, there is no reliable source at this time. ( 2) If the model is trained more carefully, it will reject questions it can answer correctly, and (3) the ideal answer is not what the human demonstrator knows, but what the model knows. supervised training misleads the model because it depends.”
Another important point to emphasize:
“While the model strives to reject inappropriate requests, it may respond to harmful instructions or exhibit biased behavior. We are warning or blocking, but at this time we expect there will be some false negatives and positives, and we would like to collect user feedback to help us continue our work to improve this system. thinking about.”
As many of you know, ChatGPT was fine-tuned with a GPT model that finished training in early 2022. In other words, it has no knowledge of current events.
And since it was trained on a “huge amount” of text from the web, the answers may of course be incorrect. From ChatGPT’s own FAQ:
“Can I believe AI is telling me the truth?
ChatGPT is not connected to the internet and may return inaccurate answers. Our knowledge of the world and events beyond 2021 is limited, and we occasionally create harmful instructions and biased content.
It’s a good idea to check if the response from your model is accurate. If the answer is wrong,[低評価]Send us your feedback using the button. ”
Who built ChatGPT?
Similarly, if you want to use your application in your day-to-day work, it’s important to understand who built it and why.
Again, ChatGPT is an OpenAI product. Here’s the background of the company and the goals they set:
- OpenAI has a non-profit parent organization (OpenAI Inc.) and a for-profit legal entity called OpenAI LP (a “capped profit” model with a 100x profit cap, at which point the remaining funds go to the non-profit). flows). – for-profit organizations).
- The largest investor is Microsoft. OpenAI employees also own shares.
- Former Y Combinator president Sam Altman is the CEO of OpenAI and one of its original founders (along with Silicon Valley luminaries like Elon Musk, Jessica Livingston, Reid Hoffman, and Peter Thiel). Many have asked about his Musk’s involvement with the company and ChatGPT. He resigned from the board in his 2018 and would not have had any meaningful involvement in the development of ChatGPT (apparently he wouldn’t start until November 2022).
If you are interested in ChatGPT as an SEO or as a viable alternative to Google, here are the obvious factors to focus on:
- Microsoft involvement (Microsoft Bing is the second largest search engine, well behind Google).
- ChatGPT is clearly not specifically designed as an SEO or content tool (unlike tools like Jasper.ai, Copy.ai, and other competitors, many of which are GPT-3 framework).
Why should SEO care about ChatGPT?
ChatGPT and other AI-powered chatbots could be a viable alternative to Google and traditional search, but at least most SEOs are primarily interested in this tool for that reason. It could be a long way off. So why should SEO care?
ChatGPT has many features that help with SEO. Additionally, given the platform’s ability to generate AI content, it’s important to understand both what the tools can do on that front and how Google generally talks and thinks about AI content. .
Below are some examples of using ChatGPT for SEO.
AI content generation
The most “hot” topic in SEO in early 2023 will be AI content in general, and ChatGPT has been at the center of that discussion since its inception.
From creating entire blog posts, selecting images, generating meta descriptions, and rewriting content, there are many specific features that ChatGPT can offer when it comes to content creation in general, and SEO-focused content creation in particular.
But of course, the key concern here is what Google thinks about AI content in general.
SEOs need to identify specific instances where ChatGPT can improve efficiency or enhance content. At the same time, understand the potential risks to your rankings and organic traffic when using ChatGPT-generated content in various ways, especially if you rely on content created by unrelated writers. is important.
Keyword research and organization
Similarly, there are some specific tasks that ChatGPT can perform related to keyword research and optimization.
- Keyword suggestions for your target or blog topic.
- Keyword clustering or classification.
A key consideration for SEO is how this relates to current and optimal processes for these tasks.
ChatGPT isn’t designed to be an “SEO tool”, so it doesn’t focus on search volume, competition, relevance, and co-occurrence like more focused keyword research and organization tools.
Code generation and technical SEO
ChatGPT Help people generate code to build thingsthe same for certain technical SEO tasks.
Depending on your prompts, ChatGPT can help you build widgets and free tools to promote via schema markup, robots.txt directives, redirect codes, link outreach, and more.
As with any kind of content creation, you should QA the code that ChatGPT generates. If the code ChatGPT generates is incorrect, it can break your site’s template, hosting environment, CMS, etc.
link building
ChatGPT can generate lists of outreach targets, emails, free tool ideas, and more to help you with your link building efforts.
Again (if you’re feeling thematic) there are two things to keep in mind.
- ChatGPT was not built as a link building tool, so it may not prioritize opportunities or generate ideas that are particularly useful for SEO success.
- GPT-3 was trained on old data, so the information you’re getting may be wrong or out of date.
Thinking of ChatGPT as SEO
Ultimately, given its early capabilities and acceptance, along with OpenAI’s founding team and investors (and level of investment), ChatGPT may have a long life as a tool.
This is very useful and more likely to get the abuser into trouble.
For SEO, I recommend familiarizing yourself with ChatGPT (and tools like it) and checking their output carefully.
The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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About the author
Tom Demers is co-founder and managing partner of Measured SEM and Cornerstone Content. His company provides paid search management, search engine optimization (SEO), and content his marketing services to companies of various sizes in various industries.
