Gamechanger ChatGPT - Opportunities and limits of artificial intelligence

Levers of success for SEO & e-commerce

Tech // Eva-Maria Cromm // Apr 17, 2023

Ein stilisierter Mann sitzt auf einer Gerät, im Hintergrund ist eine stilisierte Frau auf einem Bildschirm

Childhood dreams are as old as mankind. To be in the fire brigade or pilot an X-wing fighter, to be able to see into the future or take a trip into space and - of course - the robot that takes over all the tedious and time-consuming tasks.

The latter has steadfastly found its place in our everyday lives: a robot vacuums our parquet floor autonomously; Alexa informs us about the weather outlook and no car can now manage entirely without the use of industrial robotics.

Today, we are more intensely concerned than ever with the possibility of making the power and range of artificial intelligence work for us as ideally and efficiently as possible. On the one hand, it is still a question of effectiveness and time savings, but above all, it is increasingly a question of demanding tasks in terms of content. We let the artificial intelligence work with all its complex tools and in the meantime devote ourselves to other tasks and projects. Saving time for us and actually fulfilling some of our childhood dreams.

But what exactly are we talking about here? Let's take a look at what artificial intelligence is before we get into the crucial aspect of how we can make the most of it for ourselves.

By definition: Artificial Intelligence (AI) is a branch of computer science. It imitates human cognitive abilities by recognising and sorting information from input data. This intelligence can be based on programmed processes or generated by machine learning.[1]

The longing for machine-controlled intelligent support and the resulting development of artificial intelligence has moved people for decades and goes back to the beginning of the 20th century. Significant breakthroughs in the last 15 years in the field of machine learning, among others, have given this development a considerable boost. In the meantime, it is even possible to generate artificial images from speech or description with the help of AI tools such as NightCafe, DALL-E 2 or MidJourney, which are used in the areas of illustration or design projects in the creative industry, among others.

The area of text generation for advertising, websites, social media & co. is at least as impressive. In addition to and, one player in particular should of course be mentioned here: ChatGPT from OpenAI. In connection with this programme, terms such as "groundbreaking" or "iPhone-like breakthrough" come up.

"ChatGPT-4 is the latest version and can now also handle images. Fed with over 400 trillion parameters, perhaps the crown of AI to date," explains Matthias Haase, Senior SEO Manager at Tallence AG. The chatbot is based on artificial intelligence, can recognise patterns in large data sets, make predictions based on them and is thus able to conduct human-like conversation. However, it does not have the broad range of cognitive abilities required to perform human intelligence at a high level.

"And that's where the user comes in!" emphasises Matthias, "Because the active content creator is not out, not at all. His expertise remains crucial."

So for all its great opportunities, the chatbot also has its limits. But before we look at the limits, let's first take a look at what ChatGPT can do for writing editors and how we can ideally put this benefit to use.

ChatGPT is a tool that offers numerous advantages for companies, e.g. in the field of SEO and e-commerce. It enables improved customer interaction and personalised recommendations based on customer feedback and search history. ChatGPT saves time in content creation, customer support and even recruitment. It assists with data analysis of large volumes of customer feedback, shop data, surveys and service requests. Finally, ChatGPT is also a useful tool for topic and keyword research, web analytics, content creation and optimisation.

The bottom line is that the bot is a really helpful and comprehensive tool that can help you a lot if you use it in a goal-oriented way. And guess what? The last paragraph was written by the multi-talent

formulated the last paragraph itself, all by itself. But the AI's output can only be as smart as our briefing to the chatbot. Short questions and few details result in correspondingly thin text output. With good care, on the other hand, we also get quality feedback. The whole thing is rounded off when we lend a hand ourselves at the end. Because not only readers but also search engines, above all Google and Bing, evaluate texts according to quality and distinguish bad from good formulations with sometimes painful consequences. The Google algorithm consistently devalues generic pages, and it takes a long time to rehabilitate them. To prevent perhaps an entire project from being "dragged down", which undoubtedly costs trust and reduces sales, two things are crucial:

1. the chatbot needs the most precise, detailed task possible to produce the quality of good content we expect and want to use.

2. the author's scrutiny of the output must remain the final authority.

As ChatGPT says about itself, it can deliver more than descriptive texts. In e-commerce, essential tasks are found in the areas of SEO and SEA. Keywords play a major role here, and the chatbot can also provide valuable services in researching relevant search terms. If, for example, one asks for the naming of long-tail search terms for a certain topic, including the desired number and possibly even a categorisation according to search intention and/or semantic topics, one will receive a solid list of absolutely useful keywords. In the same way, you can also have negative keywords output, for example for a web ad on the topic, which should be excluded. Support is also very welcome when it comes to creating FAQs or snippet templates such as page titles and meta descriptions. If you ask the chatbot specifically for two click-attractive page titles for a landing page that sells e-scooters, for example, and ask for a maximum of 150 characters, you will receive suitable suggestions such as "Discover the future of locomotion with our e-scooters - buy now!", "E-scooters: the ideal choice for environmentally conscious commuters - order cheap now".

The chatbot rewrites content if a different genre is to be considered with the same content or if the target group changes. It can help with newsletter creation and generate texts for product variations, e.g. when a shop item needs to be described in different versions.

And that's not all. ChatGPT not only writes, it also calculates. For example, it can support you in developing low-complexity features yourself. The bot is able to develop HTML codes on demand. To stay with the example of the e-scooter: If the idea is to offer a calculator on the website that, when the current battery status of the e-scooter is entered, reveals the remaining free kilometres that can be driven, it takes just a few clicks and the bot delivers HTML code for it. This makes it possible to create useful, playful applications even for non-professionals. Great job, bot!

In the search for solutions, even for problems that perhaps could not be solved before, the Tallence experts advise thinking without limits, training the ChatGPT in a well-dosed manner and introducing it step by step to complex topics. An important building block for this is, of course, to strengthen one's own expertise through further training in order to be at the starting line with quality when dealing with artificial intelligence in writing, processing and checking.

Matthias Haase smiles: "He can really grow on you, the ChatGPT, once you have taken a closer look at him. He's a really good buddy, but he also needs you as a good friend. Because you give him input, and that has to be right for you to function as a team."

It is increasingly important to ask the right questions and to formulate them intelligently and precisely. Details have to be right for the output generated to drive the work forward. And in the end, it's always up to the writers themselves. "You are the final authority, the creative brain, and responsible for the nuance that gives your content its flavour," Matthias advises all users of chatbots. "Seasoning remains the supreme discipline, and that's a good thing. But if you let artificial intelligence help you with the preparatory work, you can use the time you've gained for the important things that you can (still) do best yourself at the moment."

For all those who have become hungry for details, there are two obvious options: Ask the bot or ask Matthias!
Of course, one does not exclude the other.

[1] Quelle: