"Let's start by addressing one thing about ChatGPT: it will not be replacing the SEO industry. The technology is spectacular, but the content it generates remains (for the moment, at least) superficial. With most queries, we find it's able to create something that has the look and style of a genuine piece of expertly written content; something that will impress a novice on any topic. But its output has flaws that can be seen through by someone with real subject matter expertise."
"Good SEO, like good marketing, is not superficial. It demands original, strategic thinking and the ability to creatively join dots in ways that we haven't yet seen from ChatGPT. Ask it to generate campaign taglines, website copy or product descriptions, and the results tend to be too clichéd or generic to provide any competitive advantage to a brand. So, we don't think that seasoned SEO professionals will be entrusting their digital content creation to ChatGPT anytime soon."
ChatGPT produces fluent, superficially convincing content that often lacks depth, accuracy and subject-matter nuance. AI output can impress novices but reveals flaws to experts and tends toward generic phrasing. Effective SEO requires original, strategic thinking, creative problem-solving and content that demonstrates experience, expertise, authority and trustworthiness. Relying solely on AI-generated copy poses risks for organic performance because search quality signals favor unique, authoritative content. AI tools can accelerate repetitive or low-skill marketing tasks and become part of an SEO toolkit, but they do not eliminate the need for skilled SEO professionals and human creative judgment.
Read at The Drum
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