Why Chat GPT Is A Risk For SEO Content

ChatGPT Chat with AI or Artificial Intelligence technology. businessman using a laptop computer chatting with an intelligent artificial intelligence. Developed by OpenAI. Futuristic technology.
Home » Blog » Why Chat GPT Is A Risk For SEO Content
Free Web Marketing Consultations

Helping B2B Technology Companies Increase Their Lead Volume.
Serving: IT, MSP, Cybersecurity, Software Dev, SaaS, ISV, VARs & More.

Table of Contents
    Add a header to begin generating the table of contents

    Chat GPT is all the rage right now. Type in a few sentences about what you want and ChatGPT spits out serviceably written content to fulfill all your marketing dreams. It’s easy to see how ChatGPT can have a high potential for abuse and turn an already lazy group of marketers, into something even lazier, all while appearing to be cutting-edge and tied to fancy terms like AI. Marketers and marketing agencies are gold-rushing by the thousands to ChatGPT in hopes of shortcutting their marketing efforts and building an SEO program in half the time and with half the effort. All of that is probably working famously… for now. In this post, I’m going to discuss why ChatGPT and AI-generated content in general presents a huge risk when relied upon to build an SEO program and could lead to your business being blown up seemingly overnight.

    Remembering The Google Panda Update

    As long as there have been search engines there have been people trying to reverse engineer them to game the system, increase rankings, and drive more traffic. Google is always releasing algorithm updates to combat these shady practices and maintain the integrity of search results. Most of these updates are minor and barely noticeable, but every once in a while, Google releases a major algorithm update that has more far-reaching impacts. When it comes to Google’s long history of algorithm updates none stand out more than the Panda update. Panda largely combatted content farms and other sites churning out high volumes of low-quality “thin content” pages. There were more than a few businesses at the time who had gone all in on this type of strategy to attract loads of search engine traffic, especially e-commerce companies, and seemingly overnight these businesses lost their most important way of generating new business for their brands and were gone in the blink of an eye. It was very comparable to a dot com bust.

    Chat GPT Is Creating A Panda Part 2

    Chat GPT is spurring a content creation revolution of the wrong kind. Just like Panda, ChatGPT is encouraging companies whether knowingly or unknowingly to churn out high volumes of low-quality content. Sound familiar? Right now that is working well, but Google has already issued a code red internally about the rising surge of AI content. AI content and ChatGPT are going to be addressed at some point, when and how aggressive the response will be is yet to be seen, but it’s not out of the realm of possibility that a Panda part 2 is in the making.

    Why Chat GPT Content Is Low Quality In An SEO Sense

    Although Chat GPT is touted as artificial intelligence, it is much closer to a trained machine learning algorithm. The GPT-3 algorithm that Chat GPT is built off of is a trained deep-learning neural network that is great at predicting the next word in a piece of content. Like every machine learning program, it’s only as good as the data that was used to train the model. The data used to train the GPT 3 model was primarily crawled web content.

    An Overview of GPT3, The Tech Behind Chat GPT
    A more technical overview of GPT 3

    What this means is that when you ask Chat GPT to create content for you it’s largely pulling from a repository of existing web content about the topic. You can think of Chat GPT as a way to scrape the search results for a topic and assemble a piece of content that matches the parameters you have specified as filters.

    What purpose does this serve though? The internet is already full of re-hashed content and a lack of originality. Anyone who has spent enough time in SEO and content marketing knows this is a recipe for sub-par rankings and results. Great content brings something new, unique, and experience-driven to the table. Chat GPT-based content has the advantage in that you can churn out a lot of it fast and get lucky with the occasional hit, rather than purposefully creating winning content that will distinguish your brand.

    It also means that Chat GPT is useless when it comes to innovation and current events. Since there is rarely adequate web content to cover new innovations and current events, Chat GPT has a blind spot, and coverage of current events quickly is a critical part of an SEO strategy. Nobody wants to read yesterday’s news.

    Google Can Fingerprint Authors

    Most people don’t know this, but Google is capable of fingerprinting specific authors with their written content. Each of us has our own unique style, punctuation mistakes we make, words we misspell over and over, and in my case, southern slang like the usage of “y’all.” It’s been hypothesized that individual authors can accrue Expertise, Authority, and Trust (a key ranking signal) for specific topics that they are known to have written about.

    This has a couple of negative implications when thinking about AI-generated content. The first of which is that you can be sure that Google will be able to detect AI-generated content and not only AI-generated content but AI-generated content down to its source and unique algorithmic fingerprint. Meaning they can distinguish between AI content sourced by ChatGPT vs another AI content provider. The drawback here is that you really can’t hide the fact that you used AI content, even if you edited it. This leaves you at the mercy of any future Google updates and their consequences.

    When you use AI-generated content you are tieing that content to the ChatGPT author’s fingerprints, or strengthening someone else’s E-A-T profile instead of building your own E-A-T equity as an author. This is bad because sites and authors talk frequently about a narrower set of topics and are rewarded with more rankings and traffic. Google wants you to be an expert in a handful of related topics, for instance, I write frequently about SEO, paid search advertising, and WordPress web development. It would taint my author profile to start writing about medical or finance topics. When you tie your content to an AI author profile, that’s what is happening – you’re pairing your content to a muddled author profile with a potentially negative E-A-T impact. You may also be cheapening your existing author profile by introducing low-quality AI-content writing into it.

    Chat GPT Is Valuable But Carries SEO Risk

    Don’t get me wrong. I clearly see the benefits of GPT-based content, my argument here is not against the use of ChatGPT or AI content, but rather against using it for SEO. I think Chat GPT can be extremely useful for purpose of creating more dispensable content such as ad copy, and social media posts. Blog content for the purposes of SEO should still be thoughtfully crafted human-written thought leadership content that distinguishes your brand. Companies that follow this formula will likely lose in the short term, but when Google and other search engines inevitably roll out those armageddon-level algorithm updates that combat AI-generated SEO content more aggressively, they will still have a surviving organic pipeline and marketing engine on the other side.

    Conclusion

    Tortoise and Hare offers SEO and content marketing services for B2B technology companies. We leverage Chat GPT free content that helps distinguish your brand and position your company as an authority in your space. Apply for a free consultation today to learn more about our services and how we can help you build and organic search lead generation pipeline and scale your revenues.

    Share This Article
    Posted in:
    Tagged: ,

    Hunter Nelson

    Hunter is the founder and president of Tortoise and Hare Software, a digital marketing agency for the technology sector and other lead generation oriented businesses. Hunter has more than 10 years’ experience building web applications and crafting digital strategies for companies ranging from scrappy startups to Fortune 50 household names. When not on the clock, you'll find him spending time with his family and pups, relaxing on the beach, or playing competitive online video games. See for more.

    2 responses to “Why Chat GPT Is A Risk For SEO Content”

    1. Robert Avatar
      Robert

      Great Insights, Hunter. Very useful article!

      1. Hunter Nelson Avatar
        Hunter Nelson

        Thanks Robert

    Leave a Comment





    Recent Blog Posts

    Aesopians E8 – How SaaS Companies Are Maintaining Brand Integrity and Operationalizing Growth with HubSpot Ft. Mohamed Hamad Of Third Wunder Agency

    SaaS companies move fast—but if your branding and systems can’t keep up, growth can actually become a liability. In this episode of the Aesopians Podcast, host Hunter Nelson is joined…

    The Ultimate Guide To ChatGPT SEO

    Most SEO professionals are racing to understand how AI tools are reshaping visibility. But the biggest shift isn’t coming from Google—it’s coming from ChatGPT. As organic search volumes and conversions…

    MSP Google Ads Costs and Pricing

    You’ve heard Google Ads can generate leads quickly, but you’re not sure how much to budget, what kind of results to expect, or whether it’s really worth the spend. Many…

    Aesopians E7 – Joining The Feel Good MSP Sales Training Program Ft. Brian Gillette

    In this episode of the Aesopians Podcast, we sit down with Brian Gillette, founder of Feel-Good MSP and creator of the “Feel-Good Close.” If you’re an MSP leader who’s tired…

    MSP Advertising Strategy: 3 Fundamental Approaches to Drive Real Growth

    Is your MSP making effective use of your advertising budget, or are you weighed down too much by bottom of funnel advertising tactics that leave you in a perpetual cycle…

    How We Save Thousands With Negative Keywords For MSP Google Ad Campaigns

    Google Ads is one of the most powerful inbound lead generation channels available to managed service providers. There are few better moments to introduce your brand than when someone is…

    Aesopians E5: From Tech To Rep: Year 1 In MSP Sales Ft. Ashton Fortuna

    Most MSPs hesitate to move technicians into sales—worried they’ll lack the polish, confidence, or killer instinct to close deals. Sales is a different game. Techs solve problems with systems; sales…

    SEO Not Working: Here’s Why

    Lately I’ve been getting on more and more calls lately with people saying something along the lines of “we’ve been doing SEO or inbound for 6 months, 12 months, or…

    Why SEO Investments Help Your MSP Weather a Recession and Keep the Door Open for New Opportunities

    What happens to your pipeline when the phones go quiet, inboxes stay cold, and paid ads stop converting? That’s not a hypothetical. It’s what happens in a recession. Budgets freeze.…

    MSP Marketing – How to Build a Strategy That Works

    Let’s be honest—most MSP marketing doesn’t work.Not because the tactics are bad, but because they’re unaligned. What looks like a marketing problem is often a strategy problem in disguise. Most…

    The 10 Best MSP SEO Agencies To Help You Grow Organic Traffic

    If you’re searching for SEO agencies for MSPs, the list of generalists can feel endless—and underwhelming. Most SEO providers don’t understand the managed services space, much less the buyer behavior,…

    Why Your MSP’s Online Marketing Efforts Are Failing

    If you’re leading an MSP and investing in online marketing, you’re probably feeling a growing sense of frustration. You’ve put money into websites, content, ads—even hired an agency or two…

    What Makes a Great MSP Website? 5 Examples You Should Follow

    Your MSP website is more than just an online brochure—it’s a powerful tool for attracting and converting potential clients. But what makes a website truly effective in the competitive managed…

    Case Study: Cold Start To 2-5 Leads Per Month Via Local SEO For MSP In Canada

    Client Background A Managed IT Services Provider (MSP) in British Columbia, Canada engaged us to establish a professional online presence and generate a steady flow of inbound leads. Before working…

    Aesopians Episode 4: Leading with Cybersecurity To Spark MSP Sales Conversations – Featuring Michael Bakaic Of Iceberg Cyber

    In this episode of the Aesopians Podcast, Hunter Nelson sits down with Michael Bakaic from Iceberg Cyber to discuss how MSPs can use cybersecurity as a conversation starter to attract…

    WordPress Out OF Memory Exceptions

    Recently I’ve been dabbling in programmatic SEO. I got an idea of rolling out a landing page to attract search engine traffic from every major city in the United States…

    Aesopians Episode 3 – Cold Email Marketing For MSPs Featuring Jeffrey Newton Of Cyft.AI

    In this episode of The Aesopians Podcast, Hunter Nelson sits down with Jeffrey Newton, Co-founder of Cyft and former MSP sales and marketing leader, to discuss the realities of running…

    Case Study: Sourcing 30+ Email Opt-Ins Per Month For Cybersecurity SaaS Startup Via Google Ads

    In this case study we’ll share how we helped a Cybersecurity SaaS startup source roughly 30 email opt-ins per month via Google Ads to help fuel their email marketing efforts…

    Aesopian’s Episode 2 – Streamlining SEO Content Production Featuring Raj Khera Of Make Media

    In this episode of the “Aesopians” podcast, we’re joined by Raj Khera, a serial entrepreneur and the founder of Make Media, to discuss how small businesses can transform their approach…

    Aesopians Episode 1 – Azure Cloud For MSPs

    In the debut episode of Aesopian’s Podcast, host Hunter Nelson sits down with Matt Hache, an infrastructure consultant at PAX8 and founder of Neon Cobra, to explore how Managed Service…

    Related Blog Posts

    The Ultimate Guide To ChatGPT SEO

    Most SEO professionals are racing to understand how AI tools are reshaping visibility. But the biggest shift isn’t coming from Google—it’s coming from ChatGPT. As organic search volumes and conversions…

    SEO Not Working: Here’s Why

    Lately I’ve been getting on more and more calls lately with people saying something along the lines of “we’ve been doing SEO or inbound for 6 months, 12 months, or…

    Why SEO Investments Help Your MSP Weather a Recession and Keep the Door Open for New Opportunities

    What happens to your pipeline when the phones go quiet, inboxes stay cold, and paid ads stop converting? That’s not a hypothetical. It’s what happens in a recession. Budgets freeze.…

    Case Study: Cold Start To 2-5 Leads Per Month Via Local SEO For MSP In Canada

    Client Background A Managed IT Services Provider (MSP) in British Columbia, Canada engaged us to establish a professional online presence and generate a steady flow of inbound leads. Before working…

    Granting Access To Google Search Console

    In this post we’ll show a brief overview of how to grant access to Google Search Console to a 3rd party marketing provider. What Is Google Search Console? Google Search…

    5 SEO Strategies for MSPs to Turbocharge Revenue Growth

    Search engine optimization (SEO) is one of the most powerful tools in your marketing arsenal. For managed service providers (MSPs), developing a strong SEO strategy can mean the difference between…

    What MSPs Need To Know About Core Web Vitals And SEO

    In today’s digital age, where attention spans are shrinking and competition is fierce, delivering an exceptional user experience (UX) has never been more crucial. Managed service providers with websites that…

    10+ Common MSP SEO Mistakes

    Before every sales call I am looking at an MSP’s website in SEMRush and glancing at their sitemap and a few other things just to get a high level feel…

    Tortoise and Hare Defines SEO Strategy For iPaaS Platform

    In the dynamic realm of SaaS, standing out is imperative. For our client, a VC backed new entrant into SaaS automation platform space, this challenge turned into an opportunity when…

    What Goes Into Publishing A Blog Post?

    I wanted to take a moment to describe what goes on during the publishing of a blog post here at Tortoise and Hare Software to give you some visibility into…

    What Are Directory Citations In SEO?

    Directory citations are a form of online business listing similar to a phone book entry in the real world. Yelp and YellowPages.com are probably the two most thought of when…

    The Ultimate Guide To MSP SEO

    Search Engine Optimization (SEO) is one of the most important ways to attract new business for mid-market managed service providers (MSP). If you look at MSPs that have achieved any…

    The SaaS Startup’s Blogging Guide

    Blogging is a critical element of success for SaaS companies, especially new ones with little brand recognition and no sustainable source of traffic to their website. Building organic traffic and…

    Beginner’s Guide To Measuring Search Engine Performance Metrics

    If you’re new to the world of working with an agency on your digital marketing, you may have questions on evaluating whether or not your investment is making any difference.…

    Wrong Canonical URL From Yoast Plugin

    The other day I was reviewing some indexed pages in Google Search console trying to understand why I was having a drop in rankings and noticed that I had both…

    Search Marketing, Organic or Paid For Your SaaS?

    Nothing embodies the metaphor of the Tortoise and the Hare better than the relationship between SEM, SEO and PPC. Search engine marketing (SEM) is the practice of developing a market…

    Site Speed as a Competitive Advantage

    Site speed is becoming a critical factor in the success of a marketing website. It has become the most important ranking factor for SEO, is strongly correlated to bounce rate,…

    Top Blog Content

    The Ultimate Guide to Hiring an MSP Marketing Agency

    Are you one of the many MSPs struggling to attract new clients consistently? According to research conducted by MSP Dojo, a leading MSP sales consulting firm, approximately 85% of MSPs…

    The Ultimate Guide To MSP Website Optimization

    A well-optimized website is essential for Managed Service Providers (MSPs) looking to scale their business, attract more leads, and achieve a lucrative exit. A lot of MSPs check a few…

    The Ultimate Guide To Paid Search On Google Ads For Managed Service Providers

    Generating leads for your MSP can be a challenge. You spend so much time managing employees, making sure customer support tickets are answered, procuring hardware, and defending against cyber threats,…

    The Ultimate Guide To MSP SEO

    Search Engine Optimization (SEO) is one of the most important ways to attract new business for mid-market managed service providers (MSP). If you look at MSPs that have achieved any…

    The Ultimate Guide To Setting A Marketing Budget For IT Companies

    Many IT companies get their start as a one-man operation and rely almost exclusively on word of mouth, referrals, and other organic offline means to get past their initial growth…

    Featured Review of Tortoise and Hare

    ryan drake president nettech consultants
    R.D.
    President Florida Based MSP

    Tortoise and Hare has been a key partner in our MSP's growth. Over the year's we've worked together they've helped our MSP dramatically increase our website traffic, and build a steady stream of leads sourced from our website and advertising efforts. Over that time, we've been able to raise our base customer size, build economies of scale to more efficiently service customers, and expand into new markets.