Skip to main content
Mobile
  • Finance, Accounting & Economics
  • Global Business Management
  • Management, Leadership & Organisation
  • Marketing & Sales
  • Strategy
  • Technology & Operations
HS Talks HS Talks
Subjects  
Search
  • Notifications
    Notifications

    No current notifications.

  • User
    Welcome Guest
    You have Limited Access The Business & Management Collection
    Login
    Get Assistance
    Login
    Forgot your password?
    Login via your organisation
    Login via Organisation
    Get Assistance
Finance, Accounting & Economics
Global Business Management
Management, Leadership & Organisation
Marketing & Sales
Strategy
Technology & Operations
You currently don't have access to this journal. Request access now.
Practice paper

ChatGPT and search engine optimisation: The future is here

Kelly Cutler
Applied Marketing Analytics: The Peer-Reviewed Journal, 9 (1), 8-22 (2023)
https://doi.org/10.69554/EQBM2625

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.

Keywords: SEO; search engine optimisation; ChatGPT; chat bots; search marketing; search engine marketing; digital marketing

The full article is available to subscribers to the journal.

Already a subscriber? Login or review other options.

Author's Biography

Kelly Cutler is an educator, entrepreneur and communicator. She brings over two decades of experience to her current role at Northwestern University, where she teaches marketing and communication courses at Medill, Kellogg and the School of Professional Studies. In addition to her love of teaching, Kelly is a seasoned entrepreneur and technology consultant. Over the course of her career, she has designed and developed digital campaigns, applications, training programmes and tools to drive business growth.

Citation

Cutler, Kelly (2023, June 1). ChatGPT and search engine optimisation: The future is here. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 9, Issue 1. https://doi.org/10.69554/EQBM2625.

Options

  • Download PDF
  • Share this page
    Share This Article
    Messaging
    • Outlook
    • Gmail
    • Yahoo!
    • WhatsApp
    Social
    • Facebook
    • X
    • LinkedIn
    • VKontakte
    Permalink
cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 9 / Issue 1
© Henry Stewart
Publications LLP

The Business & Management Collection

  • ISSN: 2059-7177
  • Contact Us
  • Request Free Trial
  • Recommend to Your Librarian
  • Subscription Information
  • Match Content
  • Share This Collection
  • Embed Options
  • View Quick Start Guide
  • Accessibility

Categories

  • Finance, Accounting & Economics
  • Global Business Management
  • Management, Leadership & Organisation
  • Marketing & Sales
  • Strategy
  • Technology & Operations

Librarian Information

  • General Information
  • MARC Records
  • Discovery Services
  • Onsite & Offsite Access
  • Federated (Shibboleth) Access
  • Usage Statistics
  • Promotional Materials
  • Testimonials

About Us

  • About HSTalks
  • Editors
  • Contact Information
  • About the Journals

HSTalks Home

Follow Us On:

HS Talks
  • Site Requirements
  • Copyright & Permissions
  • Terms
  • Privacy
  • Sitemap
© Copyright Henry Stewart Talks Ltd

Personal Account Required

To use this function, you need to be signed in with a personal account.

If you already have a personal account, please login here.

Otherwise you may sign up now for a personal account.

HS Talks

Cookies and Privacy

We use cookies, and similar tools, to improve the way this site functions, to track browsing patterns and enable marketing. For more information read our cookie policy and privacy policy.

Cookie Settings

How Cookies Are Used

Cookies are of the following types:

  • Essential to make the site function.
  • Used to analyse and improve visitor experience.

For more information see our Cookie Policy.

Some types of cookies can be disabled by you but doing so may adversely affect functionality. Please see below:

(always on)

If you block these cookies or set alerts in your browser parts of the website will not work.

Cookies that provide enhanced functionality and personalisation. If not allowed functionality may be impaired.

Cookies that count and track visits and on website activity enabling us to organise the website to optimise the experience of users. They may be blocked without immediate adverse effect.