OpenAI’s GPT-3 as news and SEO publisher in 2023: How to make the most of it

Guest Column: Saurabh Singh Kushwah, Digital Product Specialist, explains what makes OpenAI’s GPT-3 so lucrative

by Saurabh Singh Kushwah
Published - Jan 30, 2023 4:52 PM | 7 min read

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It's 2023 and the artificial intelligence market is scaling new heights with fiercely innovative competitors aiming to conquer the peak.

OpenAI’s GPT-3 has taken the world by storm and caught the attention of traditional technology giants Google, Microsoft, Meta and Amazon who are also vying for a piece of the AI pie with its precise, almost human-like responsive abilities.

Let’s dive a bit deeper into this emerging market to understand what makes it so lucrative:

There is going to be an explosion in the production and usage of AI-powered devices in the next few years. This will generate a vast amount of data that needs to be processed and analysed.
The potential applicationsAI are increasing at an exponential rate as the technology and its refinement evolves each day
The cost of AI is dropping rapidly as the market matures and moves towards a better understanding of scaling up the adoption. This makes it more accessible to small and medium-sized businesses who can use it to enhance their operations.
The talent pool for AI is growing immensely with increased investment in resource upskilling by both corporate as well as academic institutions.
Most new initiatives stepping forth in the market are powered by artificial intelligence or affiliated technology. This gives rise to the need for action from the established players in the market.

These factors aided with the addictive dependence of the general population on use of technology presents a sizable opportunity for those willing to make the most of it. .

Here enters OpenAI’s GPT-3. It is a machine learning platform that helps developers work on AI models. GPT-3 has been designed to provide a high level of flexibility to developers and make it easy for them to create and deploy AI models. It is based on the open source TensorFlow platform, and is available under the Apache 2.0 licence.

OpenAI’s GPT-3 has the potential to revolutionise various industries and disciplines. And it is already being used by leading news publishing organisations in some interesting ways, a few of which are explained below:

Research - It can act as a resourceful tool for journalists covering data intensive planned events such as a state or general election. They can access specific data points such as the total participation of a particular constituency, its age and/or gender breakdown, details of the candidates etc. at their fingertips.

=GPT3()... the spreadsheet function to rule them all.

Impressed with how well it pattern matches from a few examples.

The same function looked up state populations, peoples' twitter usernames and employers, and did some math. pic.twitter.com/W8FgVAov2f
— Paul Katsen (@pavtalk) July 21, 2020

Wrote something that we rewrite text using different styles. pic.twitter.com/2XRKqu3flq
— Carlos E. Perez (@IntuitMachine) July 25, 2020

This eases content creation for live blog coverage with instant availability of statistical and trivial information about the background of a regularly repeated event. To illustrate an example, when a journalist is covering a live automated cricket match blog and a wicket falls, they can use GPT3 to gather relevant information about the player dismissed by the same bowler or by the same method in the past.

Demo link to generate few content using keywords.

ChatAI from OpenAI can generate news as per the available keywords given to them Generate Text

How to Approach AI-Generated Content for SEO

It is widely known that 100% AI-generated content is not currently accepted under Google’s Webmaster Guidelines. If you use GPT-3 to write the content of your website without human review, you run the risk of receiving a manual action. (You’ll probably end up posting some degree of AI gibberish as well.)

However, using GPT-3 as a tool to create your content could be a viable way to expedite your work. It could give you inspiration for your writing and help spur ideas for how to approach a topic. You could also use it to translate dense industry jargon (like translating Legal English) into something more digestible for your writing team to work from.

Even if GPT-3 delivers you coherent, relevant copy, remember that creating a truly valuable content asset is often a group effort, with subject matter experts providing information, marketing teams layering in audience pain points and insights, and design teams helping to improve the overall experience for users.

Using AI for SEO isn’t the end-all-be-all for creating valuable content. Those insights lie outside of AI’s neural network. Can it be used as a tool to get a rough draft started or expedite your research? Surely. Will it eliminate the human element from SEO altogether? Not anytime soon.

SEO Is More Than Churning Out Content

GPT-3 is an incredibly powerful tool—there’s no denying that. But if you’re looking at GPT-3 as a way to create content and fill your site with low-value content just for keyword rankings, you’ll be fighting a losing battle.

A piece published by The Verge, A college student used GPT-3 to write fake blog posts and ended up at the top of Hacker News, shows how GPT-3-generated content can pass as human-written. Passing as human-written is a long way from SEO-optimised, which is still a long way off from being valuable to users.

To drive lasting revenue, your content needs to speak to your audience and inspire additional action.

GPT-3 will almost certainly inspire SEOs to take the easy route and publish AI-generated content with little-to-no human revision. The marketers that use this tool in tandem with a thorough editing process with an audience-first approach, however, could potentially improve their ROI by expediting the first draft of their content using GPT-3 and focusing more heavily on optimising for their audience.

Keyword research and Content Strategy -

As mentioned previously, Chat GPT is a great way to quicken up lengthy processes. One SEO process that is considerably lengthy is keyword research. By using OpenAI’s chatbot, it makes keyword research similar or related keywords and ChatGPT will churn out a list of related keywords based on the AI’s understanding of the search results. Additionally, you can also request ChatGPT to determine the competition for various keywords.

ChatGPT can be a great resource for small to medium-sized companies that have little to no experience in marketing, especially SEO. You can ask ChatGPT to provide you with a content strategy for a selected business. As you can see below the plan doesn’t provide in-depth details with a plan, however, it does provide a followable plan which can help a small business to improve its marketing and SEO needs.

Generating SEO Titles on demand

One of the most difficult and time-consuming parts of SEO content writing is creating the right title to address the topic issue, feature a keyword and entice the reader to click. ChatGPT can be used as an idea generator as you can ask ChatGPT to generate titles for a topic and set the tone and the keyword you want to use and within seconds you’ll have several different titles.

After this, you can take inspiration from each recommendation and make your own title or use one of the recommendations. Within seconds you’ll have various options instead of time-consuming brainstorming.

ChatGPT has the potential to make search engine optimization readily available for businesses of all shapes and sizes with little or no marketing resources, whilst making the process faster and more efficient. It can help quicken up the topic research and keyword process.

However, there’s no guarantee that the content created by ChatGPT is original and one of a kind, with over 1 million users, the AI may recycle similar or the exact same content to different users which will negatively affect the effectiveness of using the chatbot.

Although ChatGPT is a great piece of AI, we believe you still need human touch within SEO. If you have no resources but want to improve your business resources, then ChatGPT can greatly assist you. However, we recommend contacting an SEO specialist if you’re wanting to develop an in-depth, tailored SEO strategy.

(The views expressed here are solely those of the authors and do not in any way represent the views of exchange4media.com)