Interest in AI technology and, more specifically, OpenAI’s ChatGPT product has skyrocketed in recent weeks.
Whether your Twitter and LinkedIn feeds have been inundated with threads and posts about ChatGPT like mine or you’re just stumbling on the topic, you may want answers to two questions before investing your time and energy into learning.

If you’re an SEO looking for ways to leverage AI in your everyday work, you don’t need to know how to build your own chatbot.

That said, when using tools like ChatGPT, you will want to know where the information it generates comes from, how it determines what to return as an answer, and how that might change over time.

That way you can understand what level of trust to put in the output of ChatGPT chats, how to better craft your prompts, and what tasks you may want to use it for or not use it for.

While it’s possible that ChatGPT or another AI-powered chatbot could become a viable alternative to Google and traditional search, that’s likely at least far enough away that most SEOs won’t be primarily concerned with the tool for that reason. So why should SEOs care?

ChatGPT has a variety of functionality that can be helpful for SEOs. Additionally, given the platform’s ability to generate AI content, it’s important to understand both what the tool is capable of on that front, and how Google talks and thinks about AI content generally.