How to use ChatGPT for your SEO content category strategy.

By Nick Papagiannis, VP, Search Director

The marketing business is buzzing with the recent launch of ChatGPT, and it has become one of the fastest-growing software products in history. Demand for the chatbot is skyrocketing and Open AI expects revenues from the tool to already reach $1 billion by the end of 2024.   

While time can only tell how brands leverage ChatGPT and its influence in the marketing process, C-K’s SEO team compiled some ideas on how use ChatGPT for SEO content strategies and how it can support and enhance your landing page and content strategies.   

ChatGPT can provide general content plans, articles and even keyword lists for your brand. However, C-K’s SEO team believes currently it’s best for brands to create their own plans and content (for authenticity) and, instead, use ChatGPT for general starting points to identify brand and non-brand-oriented content categories.

These content categories can be used for your keyword strategies that can feed your individual content ideas. We’ll provide a walkthrough and some examples on how to do that below from a non-brand perspective.   

For the sake of this exercise, let’s assume you’re an e-commerce brand, specifically a global running shoe brand that is looking to grow non-brand, high funnel, and quality SEO traffic to their website. In addition to capturing SEO traffic clicks, providing the right content and tools to engage your audience can improve engagement and brand trust. 

According to ChatGPT, the data sources it uses to compile answers below are vast and go well beyond traditional venues (like Google or SEMRush or other keyword tools) for providing topics that can fuel SEO keyword and content strategies. When asked about its data sources for this topic, here’s what ChatGPT provided: 

  • Textual data: It drew on large datasets of text curated and compiled by my developers at OpenAI. These datasets include a wide range of texts related to sports, health and fitness, as well as technology, hobby, and online culture. 
  • Online forums and social media: It also drew information from online forums and social media platforms where runners share information and discuss their interests. These include sites like Reddit, Twitter and Facebook. 
  • Publications: It drew information from publications and websites that focus on running, fitness, and sports, such as Runner’s World, Men’s Health, and Women’s Health. 
  • Research studies: It also used information from research studies related to running, fitness and sports performance. 

This is an incredible list of repositories and resources that SEO specialists can leverage to enhance their traditional keyword research. Let’s take things a step further and see how specific areas can be identified as user interception points, which can fuel content category ideas.   

Interception Point # 1: Submarkets/Local content  

Localized content is a massive opportunity to connect with your customers. It can sometimes be an arduous task to identify “high opportunity” SEO markets looking solely at keyword data. ChatGPT can provide a quick list of the markets where your product category is in high demand. Its output can help build top markets for localized strategies to get in front of localized queries in these markets.   

QUESTION: What are the top markets for running? 

ChatGPT: There is no definitive answer to this question, as it depends on how you define “running” and what data you’re looking at. However, some cities are known for their vibrant running communities, numerous races, and accessible trails, parks, and other running routes. Here are some cities that are often cited as popular running destinations: 

Boulder, Colorado – Known for its high altitude and scenic running routes, Boulder is a mecca for distance runners and triathletes. 

Portland, Oregon – This Pacific Northwest city is home to a thriving running culture, with numerous races and events throughout the year.
New York, New York – The New York City Marathon is one of the largest and most iconic marathons in the world, and the city’s many parks and running trails offer plenty of opportunities for runners.
San Francisco, California – With its steep hills and stunning views, San Francisco is a challenging but rewarding city for runners.
Boston, Massachusetts – Home to the historic Boston Marathon, Boston is a city that takes its running seriously. The city also has many scenic running routes and trails, including the Charles River Esplanade. 

Other cities that are frequently mentioned as popular running destinations include Chicago, Minneapolis, Austin, and Washington, D.C. 

SEO content consideration: Using Chat GPT’s output of some of the popular running destinations above, SEO specialists can conduct formal keyword research under each of these cities and build a list of popular queries around running in them. Once those are built, content strategists can prioritize a list of articles or content that can be built to fill any lack of presence your brand has and intersect with the target audience. 

Interception Point # 2: User Need States 

Once you determine your audience, ChatGPT can help you craft user need-states that can help inform content ideas. When asked GPT about what runner’s often need, it said the following response. 

QUESTION: What are things that runners commonly need? 

ChatGPT: Some common needs that runners have in these cities include: 

Safe and accessible running routes: Runners need safe and accessible routes to run on, whether it’s sidewalks, trails, or dedicated running paths. They also need well-maintained routes that are free from hazards like potholes or debris. 

Water and hydration stations: Runners need access to water and hydration stations, especially during longer runs or in hot weather. This could include public fountains, water stations along race routes, or local businesses that offer water to runners. 

Locker rooms and changing facilities: Runners may need locker rooms or changing facilities if they are running before or after work or other activities. 

Running groups and clubs: Many runners enjoy running with others, so access to running groups and clubs can be important. These groups provide motivation, support, and a sense of community. 

Race opportunities: Many runners enjoy participating in races, so cities with a variety of races throughout the year can be attractive to runners. 

Running stores and gear shops: Runners need access to gear, such as shoes, clothing, and other accessories, so cities with running stores and gear shops can be convenient for runners. 

Public transportation and parking: Runners may need to get to and from running routes or races, so access to public transportation or parking options can be important. 

QUESTION: What are common outfit needs that runners have in these cities? 

ChatGPT: Some common outfit needs that runners have in these cities include: 

Appropriate shoes: Running shoes are the most important piece of equipment for runners. They should provide adequate support and cushioning for the individual’s running style and body type. 

Comfortable and moisture-wicking clothing: Runners need clothing that is comfortable, breathable, and moisture-wicking to prevent chafing and irritation. In colder weather, they may need additional layers to stay warm. 

Weather-appropriate gear: Depending on the climate of the city, runners may need gear to protect themselves from the elements. This could include hats, gloves, or waterproof jackets. 

Reflective gear: For runners who run in low-light conditions, reflective gear can help increase visibility and safety. 

Accessories: Some runners may use accessories such as armbands, waist belts, or hydration packs to carry their phone, keys, water, or other items. 

Compression gear: Compression shorts, tights, or socks can help improve blood flow, reduce muscle fatigue, and prevent injuries. 

Sunglasses: For runners who run in sunny conditions, sunglasses can protect their eyes from the sun’s harmful UV rays and glare. 

Overall, runners need clothing and gear that are comfortable, functional, and appropriate for the weather and conditions in their city. 

QUESTION: What kind of content do runners frequently need? 

ChatGPT: As a language model, I can provide some suggestions for content that runners frequently need: 

Training plans: Runners often need guidance on how to structure their training to reach their goals, whether that’s a specific race or just general fitness. This can include information on how to increase mileage, incorporate speed work, and cross-train. 

Injury prevention and treatment: Runners are prone to a variety of injuries, from shin splints to plantar fasciitis. Content that provides information on how to prevent these injuries, as well as how to treat them if they occur, can be very useful. 

Nutrition: Proper nutrition is important for runners to perform at their best and recover quickly. Content that provides information on what to eat before and after runs, as well as meal and snack ideas, can be helpful. 

Gear reviews: Runners need appropriate gear, including shoes, clothing, and accessories, to perform their best and stay comfortable. Content that provides reviews of different products and recommendations on what to look for in gear can be valuable. 

Motivation and inspiration: Running can be a challenging and sometimes solitary activity, and runners often need motivation and inspiration to keep going. Content that provides stories of other runners’ successes, tips for staying motivated, and encouragement can be helpful. 

SEO content consideration: Looking at what Chat GPT said, SEO experts can consider building out keywords using a keyword tool under relevant need-states. A next step would be to   conduct keyword research to identify common queries around running safely at night and/or using reflective gear when running at night. Another idea might be to provide runners with a training plan or a creating tool that provides that.  

Interception Point 3: Devices 

One consideration in your SEO strategy is to determine what kind of devices your audience is using. Understanding these devices provides you with an opportunity to create content on your site that engages them for these devices or topics pertaining to these devices.   

QUESTION: What kind of devices do runners use? 

ChatGPT: Runners often use a variety of devices to track their progress and monitor their performance. Here are some devices that runners may use more than non-runners: 

GPS watches: Many runners use GPS watches to track their distance, pace and route. These watches can also provide heart rate data, and some can be synced with a smartphone to track other metrics such as sleep and nutrition. 

Fitness apps: Runners may use fitness apps such as Strava, Nike Run Club or Runkeeper to track their runs, set goals and connect with other runners. 

Heart rate monitors: Heart rate monitors can help runners track their heart rate during workouts and monitor their overall fitness level. 

Headphones: Many runners listen to music or podcasts while they run, so headphones are a common accessory for runners. 

Overall, runners may use these devices more than non-runners to help them improve their running performance, track their progress, and stay motivated. 

SEO content consideration: ChatGPT outlined the different equipment and devices runners use. An SEO content strategist can pull together a list of keywords (common searches) under each of these. Once the list is pulled together, they can write a variety of topics around these devices. A content example might be a list of the top heart rate monitors for running in the cold weather. Additionally, fitness apps might present partnership or advertising opportunities. 

New uses of ChatGPT are coming to fruition regularly, and these are just a few examples of the many ways ChatGPT can augment traditional content and keyword strategies. As time goes by, we expect more usage for AI chatbots to come.  

As AI grows, we believe it will be extremely critical to use human expertise and SEO strategies to maximize performance. Thus, it’s important for SEO experts to frequently think about how data-informed AI chatbot responses can enhance and supplement their content process.  

C-K will provide an ongoing take on this, so stay tuned.   

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