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Chat GPT: How Will It Impact Websites and SEO?

Updated 2/2/2023

By now, you’ve likely heard about ChatGPT or “Generative Pre-trained Transformer” technology. Debuting on November 30, 2022, ChatGPT puts the power of Artificial Intelligence (AI) into the hands of anyone with a computer or even a smartphone.

The world of technology is constantly evolving and changing, and ChatGPT caused an overnight seismic shift in how we understand and access knowledge.

Many have hailed this as the most significant technological breakthrough in history, while others are more cautious and question the implications for education and business.

Will ChatGPT and AI Replace Websites? The Short Answer

The simple answer is: NO, ChatGPT will not replace websites. Especially not business sites that cater to B2B or B2C.

ChatGPT needs access to accurate data to provide responses. Without websites, ChatGPT would have no data to compile and could not pull new and continually updating information as it is published on websites.

Webpages can be designed and structured, not only organizing information but also making it more attractive and pleasing. Websites can provide interactive features, including forms, audio and video streaming, and eye-catching visuals that current ChatGPT responses cannot.

ChatGPT and AI undoubtedly have the potential to enhance website user experience with their tailored suggestions or chat assistance; however, they will never substitute the value of a professionally-crafted website when it comes to disseminating information and generating an online presence for individuals and businesses.

Ultimately, we see AI and ChatGPT as additional tools used to enhance user experience (UX) on well-designed websites rather than any sort of threat to their existence.

What Is ChatGPT?

ChatGPT, or Chat Generative Pre-training Transformer, is a natural language processing (NLP) model developed by OpenAI. It is designed to understand and generate human-like text in real-time conversations.

ChatGPT can respond to prompts and questions like a human would, making it a potentially powerful tool for customer service, online chatbots, and other applications where text-based communication is important.

How Will Platforms Like ChatGPT Impact Website Viability and Design?

This blog will answer this question in depth in an effort to dispel the suggestions that ChatGPT will eliminate websites.

Here are the main points we will cover:

  1. ChatGPT is a natural language processing (NLP) model developed by OpenAI to understand and generate human-like text in real-time conversations.
  2. ChatGPT will not replace websites as they are essential for businesses to connect with customers, showcase products and services, and earn revenue.
  3. Websites serve as a central hub for information and resources and provide a level of organization and structure that ChatGPT cannot replicate completely.
  4. ChatGPT and other NLP models will change how we interact with the internet and access information but are more likely to augment and enhance the online experience rather than replace it.
  5. ChatGPT has the potential to enhance customer experience on websites with personalized conversations tailored to their needs and can drive engagement and conversions.
  6. AI can impact SEO in the future, but it is difficult to predict precisely how.

Can ChatGPT Be Used In Business?

ChatGPT works by using natural language processing algorithms to generate responses to queries from users in different languages.

This technology makes it possible for websites to interact with their visitors conversationally, making them feel more like real people than machines. With this type of technology, website owners can easily create customized conversations based on the needs of their customers as well as their business objectives.

This interaction can impact the overall user experience of websites because it allows them to engage with their customers more meaningfully. By providing personalized conversations explicitly tailored to the customer’s needs, businesses can increase engagement and trust with their customers while also driving conversions.

Additionally, because machine learning algorithms power these conversations, they can be quickly adjusted based on customer feedback or changes in market conditions.

Will ChatGPT Eliminate The Need For Websites?

With the rise of ChatGPT and other similar NLP models, can websites, as we know them today, become a thing of the past? It’s certainly possible, but it’s important to consider the limitations of ChatGPT and other NLP models.

Companies rely on their websites to connect to customers, showcase their products and services, and earn revenue. ChatGPT is unlikely to replace websites altogether as it can never completely replicate the navigability of a website.

AI cannot predict new products or services, or report on current events, as it relies on historical data and interpretation of that data to generate content.

While AI  can understand and generate human-like text, it cannot fully replicate the human mind or experience. This means that some specific tasks and interactions can only be accomplished through a website or other traditional online platform.

Websites serve as a central hub for information and resources. They offer a level of organization and structure that is difficult to replicate through a chatbot or other text-based interface.

While ChatGPT and other NLP models may provide some of the same information and resources that a website does, it is unlikely that they will be able to completely replace the convenience and accessibility of a well-designed website.

So, while ChatGPT and other NLP models will undoubtedly change how we interact with the internet and access information, it is unlikely that they will eliminate the need for websites. They are more likely to augment and enhance certain aspects of the online experience and are unlikely to replace the convenience and accessibility of a traditional website completely.

AI leverages pre-trained models and datasets to generate natural language conversations in real-time. A simplified version of this technology currently helps companies create automated Conversational Agents (or chatbots) that can effectively respond to customer inquiries – both simple ones like “What hours are you open?” and more complex ones like “What’s the best way to lower my energy bill?” However, its conversational interface has the potential to be integrated with existing websites to enhance customer experiences further.

We can imagine AI plug-ins that will provide specific functionality within a conventional website platform by mid-2023. These could be used to generate natural replies in a way that’s similar to how humans might engage with customers.

How Will ChatGPT And Other AIs Impact SEO Strategy?

It is conceivable that ChatGPT and other natural language processing (NLP) models could potentially impact search engine optimization (SEO) in the future. However, it is important to note that ChatGPT and other NLP models are still in their early stages of development, and it is difficult to predict precisely how they will impact SEO in the long term.

One potential impact of AI on SEO is that it could change how people search for information online. As ChatGPT and other NLP models become more advanced, people may be more likely to use voice or text-based searches rather than typed queries. This could shift how SEO is approached, as the language and structure of voice and text-based searches differ from typed queries.

Another possibility is that AI could change how websites are structured and designed. As ChatGPT and other NLP models evolve, they may be able to understand and interpret more complex and detailed information. This could lead to more concise and structured content, as ChatGPT and other NLP models may better understand and analyze this type of content.

What Are The Implications Of ChatGPT For Google Search Ranking Algorithms?

While ChatGPT can clearly help content developers generate lots of new content, will Google reward or punish AI-written copy? Google has indicated that they will reward copy that was written by humans, but we haven’t seen AI content hurt website search rankings – yet.

Google’s algorithm is designed to identify and rank high-quality content, and it can penalize websites that use AI-generated content. This is because AI-generated text often lacks the depth, coherence, and relevance that human-written text has.

Google is consistently innovating and refining its Quality Rater Guidelines (QRG) for search to provide the best possible user experience. The latest version, updated on December 15th of 2022, features an entirely new structure with several distinct sections that add up to 11 pages worth of guidelines. It’s safe to say Google has made some considerable changes in this expansive update.

In it, they updated their E-A-T evaluation criteria with another “E,”  for Experience:

  • Experience.
  • Expertise.
  • Authoritativeness.
  • Trustworthiness.

Google wants to know that you are not just publishing content about a subject but that you also have experience in the subject matter.

AI detectors use various methods to identify whether text was written by a machine or a human. One method is to analyze the text’s grammar and syntax, as AI-generated text often lacks the complexity and nuance of human-written text.

Another method is to examine the text’s style and tone, as AI-generated text tends to be more formulaic and less expressive than human-written text.

AI detectors can use machine learning algorithms to analyze patterns in the text and compare them to known examples of human- and AI-written text. These methods can help to accurately identify whether a given piece of text was written by an AI or a human.

The bottom line is that Google is already able to detect if a website is using AI-generated text and could eventually mark it as low-quality, resulting in lower search rankings.

For now, we recommend using high-quality, human-written content to avoid any negative impact on search rankings and ensure that your website has relevant and valuable information for the users.

Interpreting vs. Creating Content

NLP models are built to interpret and rephrase existing knowledge, not necessarily create new content from scratch.

This means that while ChatGPT and other AIs can help understand and organize information, they are unlikely to be able to generate completely original content.

Therefore, it is important to remember that AI-generated content should always be viewed with a critical eye and checked for accuracy before being used or distributed.

ChatGPT Shortcomings: How Accurate is ChatGPT’s Output?


Many AI-generated articles and blog posts are more accurate than those produced by human writers, who can occasionally make mistakes.

However, ChatGPT is not designed to be a fact-checking source; it is intended to generate content quickly and easily.

As such, it should not be relied upon as a source of facts or information that requires accuracy.

screenshot of mobile ChatGPT question with output

In this example, I asked ChatGPT if driving under the speed limit in Minnesota is illegal. Lacking any real nuanced context, the AI-generated an answer stating that it IS NOT illegal to drive below the speed limit in Minnesota. That response is factually incorrect, as Minnesota enforces a minimum speed limit of 40mph on Interstate highways.

Clearly, ChatGPT’s output should always be checked and edited for accuracy before being published on websites or blogs. 

As AI technology evolves, it is expected to become more accurate, reliable, and sophisticated.

As Google continues to refine its algorithms, the importance of human-written content will likely continue to be rewarded over machine-written copy. For now, AI-generated content should be used and treated cautiously, as mistakes can easily occur.


The current version of ChatGPT does not provide source citations for the responses it produces. While it may provide accurate details in its query responses, if you ask for the source of any assertions made in the response, it will give you incorrect or fictitious results.  This shortcoming is certain to be addressed in future versions.

Google is already trying to get ahead of the curve with the development of its own chatbot, based on Deepmind’s “Sparrow” chatbot, which will combine AI machine-written responses with website integration through Google. These machine-generated responses would include source citations along with hyperlinks to the source URL.

Don’t Get Rid of Your Website Just Yet!

Keep in mind that ChatGPT and other AIs are still in their early stages of development. While these technologies may revolutionize how we interact with online resources, they are unlikely to completely replace websites in the near future.

Maintaining a well-designed website is still essential if you want to maximize your online presence and ensure that your business or organization’s site appears prominently in search engine results.

For now, focus on optimizing your website and leveraging AI technology to increase customer engagement and satisfaction.

As AI technology advances, the way that websites are structured and designed is likely to change as well. Businesses need to stay informed about advances in AI and how they may affect their online presence.

By utilizing the full potential of these technologies, companies can benefit from improved user experience, increased customer satisfaction, and better search engine rankings.

Ultimately, ChatGPT and other AIs can be valuable tools for improving customer experience and optimizing SEO, but they are not a replacement for traditional web design and development.

By combining these technologies with a well-crafted website, businesses can ensure that their online presence is optimized to reach the broadest possible audience.

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