Michael Epps Utley 
When most people think about artificial intelligence (AI) in search engine optimization (SEO), they focus on content creation. Large language models (LLMs) have made it faster and easier for individuals and businesses to produce basic blog posts, marketing copy, social media posts, and other content.
Be aware: While AI tools can help speed up content creation, they can also expose your website to a wide array of SEO risks, including duplicative content, E-E-A-T violations, and copywriting devoid of brand voice and personality, among other issues.
Rather than expose your digital properties to these SEO risks, reconsider how you’re using AI for content creation purposes; rather than rely on AI to simply write for you, leverage AI for other SEO-enhancing functions. This guide explains how.
1. Creating Schema Markups
Perhaps the most straightforward way AI-powered tools can support SEO is by writing schema markups. Here’s how:
Create a ChatGPT prompt that describes the schema you need to develop and for which page.
Check the output and run it through a Schema validating tool.
Implement the schema and submit the URL to Google.
Tip: ChatGPT typically does not visit URLs, so you will be required to paste the entire contents of your page into the prompt.
2. Keyword Clustering
Another tedious SEO task that ChatGPT can help with is semantic grouping and keyword categorization. You can do this through the GPT user interface (UI) or a Python script that leverages OpenAI’s API.
You can typically group approximately 100 keywords at a time. The output should be an indented, bulleted list of terms organized in different categories. A Python script allows you to work with longer lists of keywords.
3. Generating Meta Descriptions
One thing ChatGPT typically excels in is summarizing large amounts of text. It only makes sense to leverage AI’s summarization capabilities to generate meta descriptions. Because meta descriptions are essentially summaries of website pages, natural language processing (NLP) models can do a decent job of extracting the main ideas from many paragraphs and putting them together into a brief one.
When inputting text for ChatGPT to summarize, include keywords that you want included in the output (leverage a tool like Moz Keyword Explorer to help you identify focus keywords).
You may not always be able to limit the word count of ChatGPT output completely. Even if you must cut it back, starting with the AI will save you significant time crafting meta descriptions.
4. Creating FAQs
Another time-consuming task that can be simplified by ChatGPT’s summarization capabilities is developing frequently asked questions (FAQs), which can jump-start search engine optimization.
Paste some copy into GPT and prompt it to generate FAQs. It will then create some sample FAQs for you. You may need to make some adjustments or request new ones, but AI offers a great way to get moving on the FAQ development process.
5. Topical Research
OpenAI’s free ChatGPT can be an effective engine for coming up with content ideas related to a keyword.
Start as you would normally approach keyword research by identifying the ones you want to include on a page. Then, prompt ChatGPT to come up with topic ideas associated with the terms. Requesting about 50 topics should provide you with a reasonable number of good ideas without too much repetition.
6. SEO Content Briefs and Outlines
Once you’ve compiled a list of terms that you want to include on a website page, ask ChatGPT to use them to come up with a page outline, title, and more. While you shouldn’t let the tool write the content for you and call it a day, its initial output can be a great starting point for writing the piece.
AI for SEO: The Final Word
Leveraging ChatGPT for website content could expose your site to significant SEO risk. However, using it for tedious and time-consuming tasks will improve your SEO and allow you to focus on creating unique content that captures your audience. Take advantage of the ideas in this guide to enhance your search engine optimization and content creation efforts.
