Can ChatGPT Replace Your Written Content?

Can ChatGPT Replace Your Written Content?

Reading Time: 11 minutes
Can ChatGPT Replace Your Written Content
Artificial intelligence may sound like something out of science fiction, but it’s been an integral part of our lives for many years now. Google’s search algorithm incorporates artificial intelligence to match users’ search queries with the best possible results. Your email program’s spellchecker is also AI. Both of these have been around for a long time.

More recent developments in artificial intelligence have seen the rise of programs that can do everything from chatting with you like a human would to actually producing written content. ChatGPT is one such artificial intelligence program.



ChatGPT and other artificial intelligence programs are set to revolutionize a number of industries. A prominent question is whether or not AI can replace a human writer. The short answer is no. This is because not only is passing off AI-written content as your own considered plagiarism, but that content also may not be of the highest quality. How good ChatGPT’s content can be depends on how you phrase your question or request. Additionally, there are limits to how much an AI can understand human needs.


Key Takeaways

  • Taking AI-written content and presenting it as your own is plagiarism, whether it’s online or in an academic setting.
  • There are limits to ChatGPT’s knowledge and quality that could result in incorrect, offensive, or even harmful content.
  • What you get out of ChatGPT depends on what you put in – learning how to phrase a request or a question to get the most out of using the AI platform is a skill unto itself.
  • ChatGPT can be a powerful tool to help writers and marketers but it can’t replace the humans involved.


What Is ChatGPT?

ChatGPT is an artificial intelligence model that operates in a dialogue format. This means that you can ask ChatGPT questions and provide it with input and get a response. By feeding ChatGPT the right input, you could use it to write a blog post, an essay, a web page, an article, and more.

When Was ChatGPT Released?

ChatGPT was released in November of 2022, when it almost immediately began trending online. ChatGPT has had a lot of people talking about what it can do and how much it might change marketing and writing.

How Does ChatGPT Work?

ChatGPT works by sifting through terabytes worth of written content, which amounts to billions of words of writing, in order to find the answer to a question or a response to input from a user. This means that while ChatGPT may respond like a person, it’s limited in what it can say by the content it can access. It can’t create anything new or original like a human can, it can only produce answers based on existing content. ChatGPT is also limited in its access to content because it’s not connected to the Internet as a whole.

Can ChatGPT Replace a Human Writer?

According to OpenAI, the company that created ChatGPT, there are three limitations to ChatGPT:

  1. ChatGPT might occasionally provide incorrect information
  2. ChatGPT might occasionally provide biased content or harmful instructions
  3. ChatGPT might have limited knowledge of events and the world in general after 2021

Keeping these limitations in mind and the fact that ChatGPT is also limited in the input it receives from the content it can access, it’s currently not recommended to use ChatGPT to replace a human writer. ChatGPT and any other AI can “read” billions of words of data, but still not actually understand either the information it’s been given or the people it’s responding to. There are elements of nuance, knowing your audience, and other human experiences that ChatGPT won’t be able to capture in the way a real human would.


How Do You Use ChatGPT?

To use ChatGPT, go to and either create an account or log in. If you’re creating an account, you’ll be sent an email to verify your account. You’ll also have to input some personal information, such as your name and your phone number (Open AI will send you a verification code). You’ll then be taken to the main screen of ChatGPT.

main screen of ChatGPT

Once you’re at ChatGPT’s prompt screen, go ahead and enter your first command or query. A few simple examples are below:




Can ChatGPT Be Used to Produce Written Content?

ChatGPT has a variety of uses, from homework help and language translation to shopping and cooking. In the case of writing an essay or writing a blog or article, you could ask ChatGPT questions about your topic and then use its responses. In a blog, for example, headers are often questions. ChatGPT could technically write the blog for you just by answering each of those questions.

It may not be the best idea to use ChatGPT to produce content for you without a human writer to rework the content, however. This is for a variety of reasons, from accuracy to the risk of accidental plagiarism.


BrainVine’s ChatGPT Test

An AI that can answer questions a writer asks is helpful, but that’s not what might let the program replace a human writer. BrainVine conducted a test with ChatGPT to determine whether it could effectively write for you, not just answer a few questions. Additionally, we wanted to determine whether or not ChatGPT could create written content optimized for SEO, which is a major component of written content on the Internet.

Write an Article About Travel


ChatGPT delivered exactly what was asked. We requested an article about travel and that’s what it provided. The article is very general, but so was the request. ChatGPT won’t be able to take a general request like ‘write an article about travel’ and then turn it into something specific. If you want to use ChatGPT to aid in your content strategy, then you’ll need to specifically plan out what you want it to write about. Human writers can come up with their own topics within a certain category, but an AI cannot.

Write an Article About Traveling to London


Even with a more specific question, ChatGPT’s response is still very general. This isn’t any information that I couldn’t find out via Google. There’s none of the detail and creativity, or personal experience, that really makes human-written content shine. If I want to know what London is like, ChatGPT isn’t going to answer that question for me. Even asking ChatGPT directly, ‘What is London like?’ results in a response about the food and museums.


Write a Blog That Will Help My Jet Charter Website with SEO


With a human writer, you can give them the instruction to write a blog that will help your website with SEO. ChatGPT didn’t understand that instruction and instead of writing an SEO-optimized blog that would help a jet charter company improve its SEO strategy, it instead produced an article making suggestions for how a website can improve its SEO. While these tips, which include keyword research and optimizing your website structure, are helpful, they’re not what was requested.

This suggests that ChatGPT may be able to write, but it a) doesn’t always accurately understand what the person inputting a question or request actually wants and b) cannot optimize your content for SEO. Any mention of SEO may result in an article about SEO. Additionally, the fact that it doesn’t have access to data from after 2021 means that any tips it has about SEO are outdated in an industry that moves incredibly quickly.

Write a User-Friendly Article That Will Help My Jet Charter Website with SEO


Asking for a user-friendly article that’s helpful for a jet charter company’s SEO produced an actual article rather than just SEO tips. The quality of ChatGPT’s answer does depend on how well you phrase your request. Using ChatGPT is a skill unto itself and it, therefore, requires some time and practice to properly learn how to use the tool.

Write an SEO-Optimized Article for a Private Jet Charter Website


For this test, we directly asked ChatGPT to optimize the article for SEO. The earlier article in which we asked for a user-friendly article with SEO was better optimized with keywords pertaining to private jet travel in the header and a numbered list. This article would need to be optimized after the fact.

Can ChatGPT Produce Your Written Content?

At first glance, it looks like ChatGPT could be a cheap and fast way to generate written content. You might think that it could replace the need to hire a human writer or keep a writer on staff. However, that’s not quite the case. ChatGPT and other artificial intelligence programs are intended to be tools to aid writing, not to be the writer.

Why Shouldn’t You Use ChatGPT to Produce Your Written Content?

You can definitely use ChatGPT as a resource, but it shouldn’t function as your writer. Sure, it can generate an article if you tell it to, but Open AI only allows ChatGPT access to certain content. This means limitations in the information that it can provide and the risk of inaccuracies and even bias because ChatGPT doesn’t understand what is offensive and what is not.

On top of that, it’s usually pretty obvious when something has been written by an AI. And when your written content is intended to be used as part of an SEO campaign, you should know that AI can recognize what is written by other AI.

How Can You Tell Something Has Been Written by AI?

Artificial intelligence-written content tends to be simpler than human-written content. The vocabulary tends to be more repetitive and the sentence structure is less complex. AI also just isn’t as creative as a human and has no ability to be original. Plus, Google and other search engines are able to detect AI-generated content, which can impact your SEO.

If you look at the above article examples, you may also notice that the depth of research just isn’t there. What’s more, the user experience (UX) isn’t considered in any notable way. There are no subtitles, no bullet lists, no numbers – nothing to help the user skim through the content for what they’re most interested in.

Can You Use ChatGPT for SEO?

AI-generated content from a program like ChatGPT impacts your SEO negatively primarily if you use them as a replacement for a human writer. Google can recognize when content is AI-written and while Google’s latest update revealed that the search engine won’t penalize content written by an AI just because it’s written by an AI, that doesn’t mean that using exclusively AI-written content is actually good for your SEO.

Does Google Penalize AI-Written Content in Search Rankings?

In the past, Google would penalize content written entirely by an AI with lower rankings in its SERPs. However, shortly after the release of ChatGPT, Google issued an announcement that revealed it would no longer lower the rankings for AI-written content just for being written by an AI. However, that doesn’t mean AI-written content won’t rank lower than human-written content due to other factors, such as quality or SEO optimization.

Can ChatGPT Optimize for SEO?

On its own, ChatGPT doesn’t appear to optimize for SEO the way that Google describes as high-quality. AI-written content isn’t likely to fulfill EEAT, for example. Just because Google isn’t penalizing content for being AI-written doesn’t mean that it’s not still going to focus heavily on promoting high-quality content that displays expertise, authority, trustworthiness, and, its newest addition, experience. AI has no experience with anything in the real world. It can only look through content that humans have produced for answers.

Is Using AI Plagiarism?

Using an AI to write your content for you is plagiarism, even though the author of the content isn’t human. Plagiarism is the act of taking someone else’s work and passing it off as your own, even if that someone isn’t actually living. This is why the academic world is cracking down so hard on students’ use of AI in writing essays.

In fact, the makers of ChatGPT have produced software that can detect whether something was written by an AI or not to mitigate the effects of people using ChatGPT. In fact, they’re also taking steps to include a watermark on anything produced by ChatGPT so that it’s easier to spot.

Is Plagiarism Bad for SEO?

The moral and legal implications of plagiarism aside, it’s also bad for SEO. This is because, with an AI, you can’t guarantee that someone else didn’t ask the exact same question and get the same answer. When Google detects that there is duplicate content, it doesn’t know which page to send viewers to, causing both to drop in rankings because they’re essentially splitting the views between them. With a popular topic, the views could be split even further.

Can AI-Written Content Provide a Good User Experience?

UX plays a major role in SEO because it doesn’t matter how well your content is optimized if users don’t like it, don’t find it useful, or otherwise don’t want to stay on your site. Google measures a good user experience with things like dwell time and bounce rate, figuring that if someone spends a lot of time on your site, then they must have found the experience valuable in some way.

While content from ChatGPT is definitely written in comprehensible, natural-sounding English, it isn’t necessarily going to provide an excellent user experience of the type that would help with your SEO.

Can ChatGPT Produce High-Quality Content?

AI-written content has been described as “a confident bullshitter that can write very convincing nonsense” or “an undergraduate confidently answering a question for which it didn’t attend any lectures” by Benedict Evans, a technology analyst. When you read through content produced by an AI, that comparison seems to fit. In our test of ChatGPT, we did notice that the content was rather thin, filled with easily-Googleable answers rather than the creativity and analysis that you would expect from a good human writer.

At the moment, AI-written content just doesn’t compare in terms of quality to that produced by a human writer. If you’re interested in earning the top rankings on Google SERPs, then relying on AI-produced content is not going to get you there, even without Google purposely penalizing AI content.

What AI Tools Can Improve SEO?

There is a Google Chrome extension that works with ChatGPT called AIPRM. When you add this extension to your browser, it adds a lot of different features to ChatGPT that can help you with SEO, from your keyword strategy to examining your competitors’ content for ways to improve upon it (so you can rank better).


While ChatGPT may not have been able to produce high-quality, well-optimized content entirely on its own with no human input, there are a lot of tools that can utilize ChatGPT to aid human writers in better optimizing their work.


ChatGPT is an incredible tool that can help with both writing and SEO. However, it can’t take the place of a real human doing the work. This is both out of concerns of plagiarism and the fact that an AI isn’t capable of understanding the nuances of human communication. AI-written articles may look good on the surface but typically can’t achieve the depth that human-written content can. How well ChatGPT works as a tool for you, however, does depend on how well you phrase your question or request and there may be a learning curve to take full advantage of its capabilities.

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Why No One Can Guarantee Page 1 SERP Rankings

Why No One Can Guarantee Page 1 SERP Rankings

Reading Time: 3 minutes
Why No One Can Guarantee Page 1 SERP Rankings

Ranking on the first page of Google’s SERP is the ultimate goal for many in SEO. There are SEO marketing companies out there that promise they’ll get you onto the first SERP page, but that’s not actually possible to guarantee. Even Google warns you to beware of any SEO company that promises a guaranteed ranking.


Is Guaranteed Page 1 SERP Rankings a Scam?

Any company that absolutely guarantees ranking on the first page of the search results might be a scam. Legitimate SEO marketing companies recognize that there’s a lot we just don’t know about Google’s algorithm because Google itself keeps that information obscured. There is a lot that we do know, but there’s enough that SEO experts can’t control that it’s impossible to actually guarantee top rankings.


How Do Companies Guarantee First Page Rankings?

The companies that do guarantee first-page rankings may not be lying. However, the way they go about delivering on that promise may not actually help you very much. For example, these companies might get you to rank #1 for an obscure keyword that no one is actually using. They’ve delivered on their guarantee of a first-page ranking, but it’s not helpful and it’s a low return on your investment.

Alternatively, they might be using black hat SEO tactics or other unhelpful strategies to boost your rankings like artificially inflating your rankings with bots.


Why Are These Strategies Bad?

These strategies are ultimately not good for your business’s marketing strategy even though they might get you on the first page of Google’s SERP. This is because getting on the first page shouldn’t be the end goal. Ranking well is a means to an end, rather than the end itself, and all of the black hat tactics used by scammers treat the ranking as the actual end goal. There’s no point in ranking highly if it’s not actually going to boost your business or convert visitors to customers.

For example, if no one’s searching for the keywords that you’re ranking well for, or if all of your visitors are bots, you’ll rank well, but you won’t actually see any of the benefits of ranking well.


What SEO Tactics Are Beneficial?

The best way to improve your rankings for real, in a way that can improve your sales and conversions, is to follow Google’s recommendations. Create your content for users, not for search engines, and focus on EAT (Expertise, Authority, and Trustworthiness). You’ll also want to make sure that your website is well-optimized and that you have a Google My Business profile that is completely filled out. Run a link-building campaign and do your keyword research.

An SEO marketing company that offers those things without promising a first-page ranking, which cannot be guaranteed, is a better bet than one that does.


What Should You Look for in an SEO Marketing Company?

If you’d like to outsource your SEO marketing, there are plenty of companies out there that aren’t scammers. BrainVine, for example, focuses on user experience as a way to improve your rankings and conversions while also offering services such as link building, content creation, and more. Transparency is something you should look for. Your SEO marketing team should be willing to explain what they’re doing and should also be open about the results.

A legitimate SEO marketing company can help you to boost your rankings and add real value to your company. We just can’t guarantee a #1 SERP ranking due to factors that only Google controls.

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How Does Google Evaluate Experience?

How Does Google Evaluate Experience?

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How Does Google Evaluate Experience
Google has been evaluating content based on EAT (Expertise, Authoritativeness, and Trustworthiness) for years now. These three characteristics have guided Google’s algorithm in how it measures the quality of content. Lately, Google has added a fourth characteristic: Experience.

Why Is Google Adding Experience?

The intention behind adding Experience to its content quality evaluation is to help provide the best possible content for users. If someone is searching for reviews on a pair of shoes, for example, that information is better coming from someone who’s purchased them and worn them rather than someone who hasn’t.

When Is Experience Applicable?

Experience applies to all kinds of content. A demonstration is best performed by someone who’s done it before. A museum is best reviewed by someone who’s actually been there. A restaurant is best described by someone who has been there or who works there.

Why Is Experience So Important?

Experience ties into Trust, the final characteristic of the EEAT acronym. Google considers Trust to be the most important of those qualities, with the others there to support it. The idea is that users will trust someone more who has first-hand, personal experience with the content they’re providing, not just knowledge about it.

How Does EEAT Help Your Search Rankings?

EEAT is Google’s content quality assurance program. It’s how you demonstrate not just to Google but to your audience that you know what you’re talking about and can be trusted to provide accurate, helpful, and trustworthy content. You’re demonstrating that you’re an authority in that topic that they should trust to give them information they need and want.

How Does Google Measure EEAT?

Google ranks web pages on its SERPs using an algorithm, so how can it measure something subjective like experience or trustworthiness? The short answer is that it can’t. The long answer is that Google measures users’ behavior regarding your content and translates that into its guidelines for what makes content high-quality (the EEAT guidelines). Google may also analyze the keywords in your content, looking for not just the ones you’re trying to rank for but also other words you’d expect to find in quality content about that topic (for example, bamboo, conservation, and China in content about giant pandas).

What User Behavior Does Google Measure?

Google takes into account user behavior when it ranks pages. This behavior includes how quickly they return to the SERP after clicking on a result, how many different web pages on a particular site they visit, and how they interact with a site. If a user clicks on a link and then almost immediately navigates back to the SERP, that’s a sign that that page wasn’t what the user was looking for and therefore should be lower down in the search results. By contrast, a site where the user stays for a long time, views multiple pages, watches videos, makes a purchase, signs up for a newsletter, etc. is one that is more likely to rank higher for that keyword.

How Do You Demonstrate Experience?

So you have first-hand experience with the topic you’re producing content about. But how do you demonstrate that first-hand experience in a way that Google will understand? Primarily, you should focus on demonstrating your experience to the user. Users are more likely to trust someone with personal experience and will therefore be more engaged with that content, which will translate into the positive user behavior that Google rewards.

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Black Hat SEO Techniques to Avoid in 2022

Black Hat SEO Techniques to Avoid in 2022

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Black Hat SEO Techniques to Avoid in 2022
Black hat SEO techniques are SEO strategies that try to trick search engines into awarding higher rankings. Search engines like Google typically punish sites that do this with either lower rankings or, if the offenses are bad enough, blacklisting. These are some techniques that you should avoid in your SEO strategy.

Keyword Stuffing

Keyword stuffing is the practice of inserting your target keyword into your content as many times as possible. Imagine trying to read something that reused the same words over and over again in close succession. It just doesn’t read well and isn’t enjoyable for readers. On top of that, how useful could the content be when it packs the same word into each paragraph without actually providing any new information?

Tip: Focus on LSI keywords, which are keywords that you’d expect to find alongside your primary keyword. For example, if you’re writing about pandas, then you’d expect to see keywords like bamboo, endangered, China, conservation, zoo, etc.


Buying Backlinks

Backlinks play a major role in SEO strategies because they’re a signal to Google that your website is considered trustworthy by others. However, if you’re getting those links back to your site by buying them, that’s not a good strategy. Not only is it a black hat technique, but it doesn’t really work to boost your SEO. This is because sites that are willing to sell backlinks aren’t the most reputable, which actually damages your reputation with Google instead of boosting it.

Tip: Having high-quality content is a good way to attract backlinks, but it’s only part of the process. It’s also important to build relationships with others in your industry as well as publications that might be interested in linking to your content.


Spamming Comments Sections

Participating in comments sections is a way to build relationships with others in your industry, which can help in getting backlinks. However, there’s a line between leaving comments and spamming. Anyone who spends any time on social media has certainly seen spam comments that are basically just there to link to someone’s site and aren’t relevant to the post or to the conversation that’s going on. This is considered a black hat SEO technique and can get you blocked by users.

Tip: Use the comments section to engage in conversation with others in your industry and your potential customers. Build a relationship over time rather than jumping right in with a spam request or link.


Hidden Content

Hidden content is anything on a web page that is colored the same as the background. Hidden content is how people try to hide black hat SEO techniques that are designed to trick the search engines so that it doesn’t create a bad user experience. However, Google can still see the hidden content even if users can’t. Plus, Google can see the hidden tag and will recognize it as being hidden, which will result in a lower ranking.

Tip: Hidden content can be okay if it’s usually visible to both search engines and to readers except in certain circumstances. For example, some websites may include content on their desktop pages that is hidden from mobile versions.


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White Hat SEO in 2022

White Hat SEO in 2022

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White Hat SEO in 2022
SEO has changed a lot since Google was first started in 1998. Early Internet searches weren’t easy. The websites that ranked the highest often got there because of shady SEO tactics like keyword stuffing. White hat SEO means optimizing with the goal of helping users find what they’re looking for rather than to game the system with the search engines.

Why Is White Hat SEO So Important?

Keeping your SEO tactics completely white hat is important because Google takes measures to discourage black hat techniques. Every update that Google has implemented has been to improve search results and experience for users online. With that goal in mind, these updates have also implemented ways to decrease the rankings of pages that engage in black hat techniques.

What Is Black Hat SEO?

Black hat SEO is a set of SEO techniques that seek to trick search engines into ranking better than they should. As Google has implemented updates, exactly what techniques are considered black hat have changed. Those who engage in black hat SEO techniques stop using what Google is now punishing in the rankings and find other ways to try to game the system instead.

The following are considered black hat SEO techniques:

  • Private link networks
  • Keyword stuffing
  • Cloaking
  • Buying links
  • Offering free products in exchange for links
  • Hidden links
  • And more

If Black Hat SEO Techniques Work, Why Should You Use White Hat SEO?

Black hat SEO techniques are considered unethical and are also typically against the terms of service of the search engine. Google and other search engines try to eliminate the use of these techniques and therefore if one works, it likely won’t be for long. Google regularly issues updates that render black hat techniques quickly non-viable. Therefore, you should focus on white hat SEO techniques because any success with black hat techniques is likely short-lived.

Does Using White Hat SEO Future-Proof SEO Strategies?

Because SEO does change thanks to regular updates, many wonder how to future-proof their SEO strategies so that they don’t have to change them with each update. The best way to do that is to focus on using white hat SEO techniques. Keep in mind that Google and other search engines want to match users with the highest possible quality content that answers in the best possible way their search query. If you focus on providing users with helpful content and use your SEO techniques as a way to help Google match searchers with your content in the results, then that’s a good way to future-proof your SEO.

What Is a White Label SEO Company?

If you’re hiring an external company like BrainVine to handle your SEO, it’s important to look for one that uses only white hat SEO techniques. Such companies can be described as white-label SEO companies. Other verbiage, like UX-based SEO, is also a sign that a company uses white label techniques. White label SEO focuses on the users while black hate SEO focuses instead on the search engines.

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How to Tell Whether Your Website Is Healthy

How to Tell Whether Your Website Is Healthy

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How to Tell Whether Your Website Is Healthy

The health of your website can play a major role in the amount of traffic your site gets and keeps. A website that takes too long to load may get visitors for a time, but slow loading tends to result in users clicking away in frustration. This, in turn, can cause rankings to decrease, which would then also mean a decrease in traffic.

But what can you do to check that your website is healthy?

Test Your Page Load Speed

It’s a good idea to regularly check that pages load quickly enough. There are free tools available that you can use, such as Google’s own PageSpeed Insights. There are other free tools for measuring page speed, but using Google’s may be best if you’re looking to improve your rankings on Google’s SERPs. This way, you can see how Google itself is measuring the speed of your webpage.

Tip: Check your page speed once a month at minimum or after any significant changes to the page. You’re looking for a load speed of fewer than 2 seconds.


Check for Broken Links

Links are an excellent way to demonstrate your trustworthiness (see EAT in SEO) but it’s important to keep them up-to-date. Sometimes, however, web pages you’ve linked to may be removed or may have their URLs updated. Google regularly crawls web pages and if it finds broken links, then that could negatively impact your rankings. Fortunately, you don’t have to manually go through every page to look for broken links. You can use free tools like dead link checker and Broken Link Checker to analyze your entire website for broken links.

Tip: How often you should check for broken links depends on the size of your website. Smaller sites may only need to check once every few months while larger sites should probably check closer to weekly.


Ensure Your Site’s Mobile-Friendliness

Google has indexed websites on a mobile-first basis for years now. This means that the mobile-friendliness of your site has a huge impact on your search rankings. Google made the switch in the first place because about 70% of people making a Google search are doing so on a mobile device. Websites that aren’t mobile-friendly tend to end up with much lower rankings than those that are. You can check the mobile-friendliness for free using Google’s Mobile-Friendly Test.

Tip: Check your site’s mobile-friendless after any significant changes or additions.


Gain Insights from Google Analytics

Google provides many free tools that you can use to determine the overall health of your website and how well it’s performing. Google Analytics is another such tool. This one lets you know certain statistics about your website, from traffic data to website speed. On top of that, you can determine which pages are your best-performing ones and use that information to create more content like that.

Tip: Unless you’re an experienced web developer or SEO marketer, you may want assistance from an SEO specialist in interpreting the insights from Google Analytics.


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