As we move further into 2023, ChatGPT and artificial intelligence (AI) are becoming increasingly ubiquitous, raising questions about their impact on our lives. E-commerce professionals in retail, particularly those in SEO and content marketing, are on the frontlines of adapting to this new reality.
In this article, we will explore the rise of ChatGPT and its potential impact on retail and e-commerce SEO. We will also discuss the need for a business-centric approach to SEO, the limitations of ChatGPT, and what the future holds for the industry.
The Role of AI in E-commerce SEO
As AI technology advances, many are wondering if it will replace traditional SEO practices altogether. However, it's important to note that AI and SEO are not mutually exclusive. Instead, AI can be seen as an additional tool that SEO professionals can use to improve their capabilities and deliver better results for their clients.
At its core, SEO should be approached with a business-centric mindset. While keyword rankings and website traffic are important KPIs, they should not be the ultimate measure of SEO success. Instead, the focus should be on increasing revenue, driving e-commerce purchases, and becoming a larger percentage of incoming opportunities to offset paid media costs.
SEO can also support other areas of the business that are struggling, have bigger margins, or address needs unrelated to SEO, such as aligning purchase behavior ahead of an upcoming sale or acquisition. By focusing on our customers' businesses and what is important to them, we can create meaningful SEO strategies that drive real results.
Business-centric SEO also means moving beyond the limitations of traditional SEO practices. As AI and machine learning technologies continue to advance, the most simple aspects of SEO, content, and digital marketing will begin to be automated. Therefore, it's important for SEO professionals to evolve and adapt to these changes to stay ahead of the competition.
The Limitations of ChatGPT
While ChatGPT offers many benefits for SEO professionals, it's important to understand its limitations. The most critical limitation of ChatGPT is accuracy. ChatGPT is a chatbot that uses an underlying machine learning model based on natural language processing (NLP). It was trained using text databases from the internet, so the focus is more on creating text with language technology versus figuring things out and providing solutions.
Furthermore, the accuracy of information put out by ChatGPT cannot be trusted entirely, and the databases used were up to date as of some time in 2021, so anything reliant on recent information may not be trustworthy. SEO professionals should approach ChatGPT as an additional tool to improve their capabilities, but should not rely solely on its outputs.
As we move forward into the future, it's clear that AI will continue to advance, and the most simple aspects of SEO, content, and digital marketing will begin to be automated. However, this presents an opportunity for SEO professionals to evolve into a channel that more closely aligns with e-commerce business and marketing.
Those who adapt to these changes will grow and succeed, and the demand for a higher level of SEO services will help lead e-commerce marketing forward. By taking a business-centric approach to SEO and leveraging the benefits of AI, SEO professionals can deliver better results for their clients and stay ahead of the competition.
The rise of ChatGPT and AI has sparked many questions about the future of e-commerce SEO. While AI presents many benefits, it's important for SEO professionals to understand its limitations and approach it as an additional tool to improve their capabilities.
Moreover, it's crucial to take a business-centric approach to SEO and move beyond the limitations of traditional SEO practices. By doing so, SEO professionals can create meaningful strategies that drive real results for their clients and stay ahead of the competition.
— Chris Rodgers, Founder & CEO, Colorado SEO Pros