Should ChatGPT Set Your SEO Writing Strategy?

My snarky side debated writing a one-word blog post this week, with “no” as the answer to the title question.

But I didn’t want to do that to you. (Although I promise I’ll write a one-word blog post someday!)

Let’s dive in and discuss the extended dance mix answer of “Should ChatGPT set your SEO writing strategy?”

Here we go…

Have you ever gone to a party and met that person who has an opinion on everything? They’ll insist they know how something works — when actually, they’re just spewing out words that sound authoritative and cool.

Are they right some of the time? Sure. They may even be brilliant people. But does that mean you should take every word they say as gospel?

Oh no. Definitely not.

It doesn’t mean that you can’t trust anything they say. But you do want to take their expert advice with a massive grain of salt.

Just like with ChatGPT.

ChatGPT: High wow factor, but no clue.

This topic popped up when I saw this article sharing how Google’s Gary Illyes advises against using AI and LLM (language learning models like ChatGPT) to diagnose SEO issues.

Illyes said on LinkedIn, “LLMs have a very high wow factor, but they have no clue about your website; don’t use them for diagnosing potential issues with it.”

And this is what’s scary. I’m seeing articles about how to use ChatGPT to diagnose content issues or ranking problems.

Sure, with the right prompts, I can compare one of my blog posts in ChatGPT against a competing page with a better ranking and ask what should be improved.

I’ve even tested this myself on my most trafficked page.

And you know what happened?

My ranking dropped. So…yeah.

Plus, there was that time I asked Google’s Bard what the best keyphrases were for a page about SEO copywriting training.

Bard spit back [digital marketing] as one of the answers — a keyphrase so general and competitive, there’s no way in hell the page would position for it.

I’m not saying that ChatGPT is worthless. I use it like a writing intern who helps me do minor research, brainstorm copy ideas and enhance my creative process.

But I would never hand over my strategy to an intern and say, “Figure it out.”

Sorry. I had to throw a Letterkenny reference in there (IYKYK).

Writing tools don’t replace smart, strategic SEO writers.

The thing about ChatGPT, Google’s Bard, Yoast — or even Semrush — is they’re just tools.

They help us do our job easier — and they may even flag things we could improve — but they should never dictate our strategy.

Especially since we know their advice is often incorrect — no matter how authoritative it sounds.

Only a living, breathing human should make those calls.

Just like the charismatic person at the party — ChatGPT may talk a good SEO game. It may give you insights or provide some valuable facts. You may feel amazed at its brilliance and want to trust every word from its LLM mouth.

But does it have any real clue about what to do with your website?

Nope. Only an expert can give you that information.

Everything else is just fluff.

What do you think?

Have you heard that ChatGPT was suitable for SEO decisions? (There’s no shame; that information is out there.)  Leave a comment below!

Oh, and did you see my video about the “new Google” and the future of SEO writing? Enjoy!