{"id":8271,"date":"2023-02-21T14:36:30","date_gmt":"2023-02-21T14:36:30","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2023\/02\/21\/how-to-navigate-seo-keyword-research-in-the-era-of-chatgpt\/"},"modified":"2023-02-21T14:36:30","modified_gmt":"2023-02-21T14:36:30","slug":"how-to-navigate-seo-keyword-research-in-the-era-of-chatgpt","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2023\/02\/21\/how-to-navigate-seo-keyword-research-in-the-era-of-chatgpt\/","title":{"rendered":"How to navigate SEO keyword research in the era of ChatGPT"},"content":{"rendered":"<p>Microsoft\u2019s plan to leverage its investment in ChatGPT\u2019s parent company, OpenAI, is moving fast, with <a href=\"https:\/\/searchengineland.com\/microsoft-bings-chatgpt-interface-spotted-in-the-wild-392646\" target=\"_blank\" rel=\"noopener\">ChatGPT already surfacing in the Microsoft Bing interface<\/a>.<\/p>\n<p>Mere months after Alphabet CEO Sundar Pichai referred to chatbots as a \u201c<a href=\"https:\/\/searchengineland.com\/microsoft-bings-chatgpt-interface-spotted-in-the-wild-392646\" target=\"_blank\" rel=\"noopener\">code red<\/a>,\u201d Google <a href=\"https:\/\/searchengineland.com\/google-launches-bard-its-answer-to-chatgpt-to-trusted-testers-here-is-what-it-looks-like-392729\" target=\"_blank\" rel=\"noopener\">soft-launched Bard<\/a>, its answer to ChatGPT.\u00a0<\/p>\n<p>And user interest is keeping up. Interest in ChatGPT has exploded since it was released to the public at the end of November:<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>For SEOs contemplating a future that combines chatbot results with Google (and Bing\u2019s) fundamental focus on \u201c<a href=\"https:\/\/searchengineland.com\/how-to-build-a-helpful-content-strategy-for-2023-391074\" target=\"_blank\" rel=\"noopener\">helpful content<\/a>,\u201d the path forward is a complicated one.\u00a0<\/p>\n<p>In this article, I\u2019ll take on the topic of keyword research in the ChatGPT era:\u00a0<\/p>\n<p>What\u2019s changed for the better.<\/p>\n<p>Potential threats that could emerge.<\/p>\n<p>What might happen next.<\/p>\n<p>The skills and philosophies SEOs need to maintain to get results.<\/p>\n<p>Let\u2019s jump in.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/21\/how-to-navigate-seo-keyword-research-in-the-era-of-chatgpt\/#AI_in_search_How_does_it_help\" >AI in search: How does it help?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/21\/how-to-navigate-seo-keyword-research-in-the-era-of-chatgpt\/#What_threats_could_it_pose\" >What threats could it pose?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/21\/how-to-navigate-seo-keyword-research-in-the-era-of-chatgpt\/#Whats_not_changing_at_all\" >What&#8217;s not changing at all?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/21\/how-to-navigate-seo-keyword-research-in-the-era-of-chatgpt\/#What_might_come_next\" >What might come next?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/21\/how-to-navigate-seo-keyword-research-in-the-era-of-chatgpt\/#Search_marketers_can_gain_an_edge\" >Search marketers can gain an edge<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"AI_in_search_How_does_it_help\"><\/span>AI in search: How does it help?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>First, remember that AI-driven chatbot technology has been around for a while. What changed with the release of ChatGPT is that it was suddenly broadly accessible.\u00a0<\/p>\n<p>That said, many SEOs are already familiar with using ChatGPT (either by reading one of the thousands or articles or trying the free tool themselves) for keyword research.\u00a0<\/p>\n<p>Here\u2019s an example of some block-and-tackle work it can help you perform.<\/p>\n<p><strong>Query<\/strong><\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p><strong>Initial output<\/strong><\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p><strong>Drill-down<\/strong><\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>In two short queries, we took a good-sized list of keywords, sorted it by topic, and assigned user intent \u2013 all in seconds. <\/p>\n<p>This is a great surface-level start that saves SEOs a ton of time over more manual methods. It\u2019s a great example of ChatGPT\u2019s function as a tool.<\/p>\n<p>In general, ChatGPT speeds up the way you can do research. You can ask it to create relevant topics quickly, it can help you classify the intent of different keyword lists, and it can look at semantics and cluster them.\u00a0<\/p>\n<p>Think of it like you would think of Excel. In Excel, macros let you spend more time in analysis rather than writing the formulas manually. ChatGPT can serve a similar function, doing the grunt work and leaving more time for the human layer of nuance.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div class=\"d-none\">\n<p>Processing\u2026Please wait.<\/p>\n<\/div>\n<p>\t\t\t\t\t\t\t<button class=\"btn btn-dark inlineButton w-100 rounded-0 font-weight-bold\">SUBSCRIBE<\/button>\n\t\t\t\t\t\t<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener noreferrer\">See terms.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_threats_could_it_pose\"><\/span>What threats could it pose?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I&#8217;m sticking to the topic of keyword research here. (It would take many thousands of words to dig into the topics of AI-generated content vs. human-generated content, the business threats of chatbots keeping users on the SERP and away from brand sites, and AI-driven SERPs vs. current SERPs.)<\/p>\n<p>The main threat posed by ChatGPT functionality to effective keyword research is similar to the threat posed by other powerful tools: <strong>it tempts marketers to take too many shortcuts<\/strong>.\u00a0<\/p>\n<p>It can be enticing to type in a keyword and ask ChatGPT to find all the related keywords for you and stop there. But that work won&#8217;t be very good and it&#8217;s something a lower-priced competitor could offer.\u00a0<\/p>\n<p>The next step after that <strong>should<\/strong><em> <\/em>be a gap analysis. What&#8217;s not there?\u00a0<\/p>\n<p>Finding a negative is hard work. It takes reading and deep thought around the concept to realize what&#8217;s missing. Uncovering the need nobody else is addressing is how you strike keyword gold.\u00a0<\/p>\n<p>The threat of using ChatGPT for keyword research is falling in love with its ease. <\/p>\n<p>The real value of good SEOs still comes in doing the hard work of nuance and recognizing negative space. (Once AI can do that, we&#8217;ll have new threats to discuss.)<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Whats_not_changing_at_all\"><\/span>What&#8217;s not changing at all?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>ChatGPT hasn&#8217;t changed the questions I hear about keyword quantity and word count.<\/p>\n<p>I still get asked &#8220;It should be at least 300 words, right?&#8221; and &#8220;How many times should we include the main keyword in this?&#8221; with regularity.<\/p>\n<p>ChatGPT also hasn&#8217;t changed how I answer these questions.\u00a0<\/p>\n<p>It&#8217;s about <strong>delivering value<\/strong>, not counting words or keywords.\u00a0<\/p>\n<p>Good SEOs use keywords to evaluate intent and understand what the user wants to learn.\u00a0<\/p>\n<p>They strive to understand the <a href=\"https:\/\/searchengineland.com\/micro-intents-seo-content-journey-mapping-386544\" target=\"_blank\" rel=\"noopener\">psychology of a searcher<\/a>. Sometimes they need short content (&#8220;How do you double-knot your shoelaces?&#8221; but sometimes they need a book (&#8220;What is the meaning of life?&#8221;).\u00a0<\/p>\n<p>Especially as systems get more intelligent at delivering what people need, the human differentiator of assessing the psychological nuance of keywords will become more important.<\/p>\n<p>I have a process called &#8220;keyword drafting.&#8221; Here, I think of the concept first and then write the draft only thinking about the value and quality of the answer to the question. <em> <\/em><\/p>\n<p>Only after that do I start to ask what keywords could be applied, then re-draft the content.\u00a0<\/p>\n<p>This works well when you have information from your sales or product teams on customer questions and needs. You&#8217;ve gotten your topic without researching keywords, so write your content without them before figuring out where they seamlessly fit in.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_might_come_next\"><\/span>What might come next?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>My educated guess for the near future of ChatGPT is that it&#8217;ll be integrated into keyword planning tools, content and topic analysis features. AI-driven chatbots will become more entwined in the SEO planning landscape, not a separate workflow.\u00a0<\/p>\n<p>The details of Google and Microsoft&#8217;s AI-driven chatbot rollouts will be closely scrutinized. Marketers will keep a close eye on user behavior and traffic trends to get a pulse on the short-term effects on the SEO industry.\u00a0<\/p>\n<p>What&#8217;s certain is that <a href=\"https:\/\/searchengineland.com\/7-emerging-skills-every-seo-must-master-in-2023-392745\" target=\"_blank\" rel=\"noopener\">understanding and utilizing AI<\/a> for keyword research now can help clue SEOs into the models and how they&#8217;re trained. <\/p>\n<p>The more understanding you can build now, the better you&#8217;ll be positioned to use AI to your advantage as it becomes more integrated.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Search_marketers_can_gain_an_edge\"><\/span>Search marketers can gain an edge<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As with most tech innovations, ChatGPT will force marketers to understand and develop skills around the layer(s) of expertise that will supercharge the power of the tech output.\u00a0<\/p>\n<p>Once ChatGPT has had its say during keyword research, the nuance and psychology of intent must inform what you do with those keywords \u2013 including finding the gaps the tech can&#8217;t yet reach.<\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/navigate-seo-keyword-research-chatgpt-393335\" target=\"_blank\" rel=\"noopener\">How to navigate SEO keyword research in the era of ChatGPT<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Microsoft\u2019s plan to leverage its investment in ChatGPT\u2019s parent company, OpenAI, is moving fast, with ChatGPT already surfacing in the Microsoft Bing interface. Mere months after Alphabet CEO Sundar Pichai referred to chatbots as a \u201ccode red,\u201d Google soft-launched Bard, its answer to ChatGPT.\u00a0 And user interest is keeping up. Interest in ChatGPT has exploded since it was released to the public at the end of November: For SEOs contemplating a future that combines chatbot results with Google (and Bing\u2019s) fundamental focus on \u201chelpful content,\u201d the [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-8271","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/8271","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=8271"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/8271\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=8271"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=8271"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=8271"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}