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ChatGPT and search engine optimisation: The future is here

Author

Listed:
  • Cutler, Kelly

    (Lecturer, Northwestern University, USA)

Abstract

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.

Suggested Citation

  • Cutler, Kelly, 2023. "ChatGPT and search engine optimisation: The future is here," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 9(1), pages 8-22, June.
    • Handle: RePEc:aza:ama000:y:2023:v:9:i:1:p:8-22
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    Cited by:

    1. Pingjun Jiang, 2023. "Discovering Efficient Keywords – An Exploratory Study on Comparing the Use of ChatGPT and Other Third-party Tools," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(2), pages 40-45, July.

    More about this item

    Keywords

    SEO; search engine optimisation; ChatGPT; chat bots; search marketing; search engine marketing; digital marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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