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Jarik Oosting
  • General SEO information
  • 5 minutes reading time

What is ChatGPT?

Whether you work in marketing, development, or SEO, there’s no getting around it. ChatGPT is taking the world by storm. Everyone’s talking about it, but not everyone understands how it really works. It’s time to change that. In this article, we’ll explain what ChatGPT is, how it works under the hood, and why you, as a professional, should be using it. We’ll get technical when necessary, but always keep it practical.

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Okay, but what exactly is ChatGPT?

ChatGPT stands for “Chat Generative Pre-trained Transformer” and is a language model developed by OpenAI. You enter a question or prompt, and the model responds with text that reads as if it came from a colleague. Behind that simple interaction lies one of the most advanced AI technologies available today.

With ChatGPT, you can, among other things, answer questions, generate creative text, create summaries, write code, and brainstorm strategies. The model is available in several versions: GPT-4.1.mini (free), GPT-4o (paid), and now also versions that are capable of sound reasoning, such as GPT-o3.

How does it work under the hood?

ChatGPT runs on what’s known as a “transformer architecture.” In short, the model predicts, word by word, what the next logical step is, based on billions of sentences it has seen before. This training is done in a “self-supervised” manner: the model learns to recognize patterns in text on its own, without humans having to label everything in advance. For example, it understands that the term “SEO” is often followed by “strategy,” or that a question mark usually indicates the end of a question.

What many people don’t know is that the model was trained on a vast array of sources, ranging from websites and books to articles and forums. Thanks to this broad foundation, ChatGPT can generate text that is grammatically correct, makes sense, and can be used in dozens of languages.

Here’s how we use ChatGPT in practice

For professionals working in content, strategy, or technology, ChatGPT offers a surprising number of practical applications. As long as you know how to use it, it’s not just a toy but a smart assistant that speeds up your work and boosts your thinking. Here are some ways we at SmartRanking use our custom-built GPTs in projects and in our own marketing:

We use it as a digital brainstorming partner when inspiration is lacking. Give the model a briefing and a clear target audience, and in no time at all, you’ll get fresh ideas or new perspectives for blogs, campaigns, or product descriptions. No generic lists—just ideas that we refine further using our own expertise.

We also use ChatGPT to create outlines, structural proposals, or draft introductions. Not as a final product, but as a smart starting point. We then ensure that the texts are optimized according to the highest SEO standards.

A vague question yields a weak answer. That’s why, at SmartRanking, we pay close attention to crafting precise prompts. This way, we teach the model our way of working, including target audience characteristics and SEO instructions. That’s what makes the difference between mediocre output and truly usable work.

“Write an informative blog post of about 800 words about solar panels for the business market. Focus on business owners who want to cut costs and become more sustainable. Use a professional, accessible tone of voice.”

For technical SEO, we use the model as a guide for HTML, JavaScript, and structured data, among other things. We use it to understand error messages, refine robots.txt files, or create a structured data setup more quickly. It’s not a replacement for developers, but it does speed up the process.

ChatGPT is also useful for text editing. We use it to rewrite emails, shorten texts, or tailor them to a different audience. This allows us to make a business text more accessible or ensure that an English blog reads naturally for the U.S. market. All with one goal in mind: content that is clear, compelling, and click-worthy.

We also use ChatGPT for simple landing pages or wireframes. A brief briefing yields a basic HTML template in seconds. This is useful for SEO specialists and content marketers who want to make quick changes without relying on the development team.

What is the impact of ChatGPT?

The rise of ChatGPT isn’t just a passing fad—it’s here to stay, with a lasting impact. Not only on how we work, write, or search, but also on entire industries. The technology behind the model is changing the way we handle information, make decisions, and communicate with systems. Below, we outline some of these shifts.

While many chatbots get stuck using rehearsed phrases and drop-down menus, ChatGPT takes customer interactions to the next level. Because the model understands what you mean—not just what you literally type—you can truly help customers. More complex questions are addressed faster, and responses feel less robotic or distant. For support teams, that means fewer repetitive questions, a clearer overview, and more time to focus on the exceptions. ChatGPT doesn’t replace anyone, but it does take a lot of the hassle off your hands.

For marketers, SEO specialists, and content specialists, ChatGPT is a great way to get started. It’s not a finished product, but a way to go from nothing to something faster. Think of developing a rough outline, rewriting a paragraph, or finding a new angle. Especially for large projects or content with a lot of repetition, this can save a tremendous amount of time and energy. Of course, careful final editing is still necessary, but you’ll no longer get stuck staring at that blank screen.

ChatGPT is also proving its value in education. Students use it to get explanations of complex topics, rewrite texts, or find inspiration. The best part? They can decide for themselves what they need, whenever they need it. It’s not a replacement for a good teacher, but rather a supplement that makes learning more accessible. It’s exactly in line with how we acquire knowledge today: personalized, on demand, and at our own pace.

In research settings and innovation projects, ChatGPT helps users make connections more quickly, test ideas, or translate complex input into workable concepts. The model excels at recognizing patterns and asking insightful questions. This is useful for formulating hypotheses, structuring new insights, or even rewriting technical documents. Think of it as extra brainpower you can tap into when you want to think just a little further than your own perspective allows.

The Impact of ChatGPT on SEO and Marketing

ChatGPT isn’t just a handy tool for writing faster; it can also be a smart addition to your SEO strategy. Marketers and SEO specialists are increasingly using the model to gather new content ideas, formulate frequently asked questions, or produce compelling copy that appeals to both users and search engines. By using AI strategically, you can create content that better aligns with search intent while simultaneously boosting a website’s visibility.

At SmartRanking, we’re also constantly exploring how we can effectively leverage AI within our services—not as a replacement for strategy and expertise, but as a way to enhance them. Think of faster brainstorming, more efficient content preparation, and better responses to the growing demand for conversational search. In doing so, we look beyond traditional SEO: we’re actively preparing for GEO (Generative Engine Optimization), where AI-generated responses are increasingly becoming the first point of interaction with users.

It’s important to emphasize that AI isn’t replacing traditional SEO. Technical optimization, internal link structures, and the smart use of metadata remain the solid foundation for good discoverability. What’s changing is how you supplement SEO. By intelligently integrating conversational search and AI-driven content, you can better respond to users’ changing search behavior. And you’ll see that difference reflected in your results.

Tip: Be sure to check out our blog post on the difference between SEO and GEO.

Can ChatGPT write SEO content that ranks well?

ChatGPT can help with creating SEO content, such as drafting outlines, meta titles, and meta descriptions, or creating initial drafts. However, you can only achieve real SEO results through a combination of a strong strategy, human creativity, and content optimization. AI provides support; it does not replace an SEO specialist.

The Difference Between ChatGPT and Google

When you search for something on Google, you get a list of links to websites that might answer your question. If you ask ChatGPT the same question, you get a ready-made answer right away. The difference lies not only in the format, but also in how quickly you receive a response.

That sounds convenient, but there’s an important caveat. ChatGPT doesn’t work in real time. The information on which it bases its answers comes from the period during which the model was trained. New developments, recent figures, or current events? It misses those.

In addition, ChatGPT is a language model, not a fact-checking tool. It may sound convincing, but sometimes it also makes things up that are simply not true. That’s why you should use ChatGPT as a tool to support your work, not as your final source. Let it help you think and organize your ideas, but remain responsible for the content yourself and always verify the facts.

Please be aware of the restrictions

ChatGPT is impressive, but it’s certainly not flawless. Using it wisely starts with knowing its limitations:

  • Fictitious sources or facts: ChatGPT may provide answers that sound logical but are not factually accurate. Always verify information before using it.
  • No up-to-date data: The free version of ChatGPT has no knowledge of events that occurred after the training period. Current figures, news, or developments are missing.
  • Not a substitute for a specialist: ChatGPT can express ideas convincingly, but it is not a doctor, lawyer, or SEO specialist. Genuine expertise and interpretation remain essential.

So don’t let convenience tempt you. Use ChatGPT as a smart assistant to speed up processes, but remain ultimately responsible for the content and quality.

Is ChatGPT reliable for business use?

ChatGPT is a powerful tool, but it is not a source of absolute truth. Its output should always be verified, especially when using it for marketing, legal documents, or technical content. Think of it as an assistant that takes some of the work off your hands, but does not bear ultimate responsibility.

What is the difference between ChatGPT and other AI models?

While many AI models have been developed for a single specific task, such as writing text, generating images, or analyzing data, ChatGPT was designed as a versatile language assistant. This makes the model more flexible than most other applications.

ChatGPT isn’t just about generating text. It understands context, can help brainstorm strategies, structure text, discuss ideas, and even explain complex topics. Instead of simply providing an output, ChatGPT responds to your instructions, questions, and goals. It can adapt its tone to the target audience, vary its style, and even apply different writing techniques—provided you guide the model correctly.

Other AI tools are often more specialized. Think of tools that automatically write product descriptions, perform specific SEO analyses, or generate visual content, such as Midjourney or DALL·E. They are designed to quickly automate a single process, but often lack the broader “thinking power” that ChatGPT offers.

That’s why ChatGPT is seen not just as a text generator, but as a versatile digital assistant: from content marketing and SEO to customer support and internal communication. When used wisely, it enhances various aspects of your workflow without requiring you to use a separate tool for every task.

Is ChatGPT free to use?

You don’t have to reach for your wallet right away to get started with ChatGPT. There are several ways to use the model for free, even without an OpenAI account. Here are a few options:

  • Via Bing (no account required)
    The easiest way is through Bing Chat. This chatbot is powered by GPT-4 (albeit with some limitations) and is directly accessible through the Bing app or the Edge browser. You don’t need to create an account, so you can quickly test it out or have it generate short texts. Perfect for when you have a few minutes to spare.
  • Through a browser extension
    There are also handy extensions that let you use ChatGPT right in your browser. One example is Merlin, a plugin for Chrome and Edge. It lets you bring ChatGPT to any web page you’re working on—which is handy when you’re on the go or browsing the web.

Another popular option is ChatGPT Writer. This extension is especially useful for anyone who frequently rewrites emails or short texts. The model helps you quickly craft well-formulated sentences while maintaining your own writing style.

Paid vs. Free: What’s the Difference?

With a free account, you get access to ChatGPT-4.1.mini. That’s fine for basic tasks like brainstorming, rewriting, or creating quick drafts. Want more power and flexibility or better reasoning? Then you’ll want to go with GPT-3, the paid version (about €20 per month). With a paid account, you get:

  1. Faster and more accurate answers.
  2. Ability to analyze images.
  3. Access to plug-ins, browsing, and other advanced features.

For us as an SEO agency, that investment pays off every day. But for many users, the free version is an excellent starting point for learning how to use ChatGPT smartly and effectively.

Will ChatGPT always be available for free?

The basic version (GPT-4.1.mini) will remain free for the time being. For additional features, such as full access to GPT-4 or GPT-3, advanced plugins, and faster response times, a paid subscription is required. So while the free option is still available, the best performance is behind the paywall.

Ready to really put it to use?

Get started and try out ChatGPT. Discover how you can use it to your advantage. Don’t think of it as just another fad, but as a smart tool that can speed up your work and enhance your thinking. It’s not a magic bullet, but it’s not just a gimmick either.

Curious about how we use AI effectively in SEO without compromising quality? Feel free to contact us. We’d love to show you how technology and strategy reinforce each other to boost your business’s organic visibility!

This article was written by Jasmijn van der Wijk

Jasmijn is an SEO consultant at SmartRanking and has over six years of experience in the field. She thrives on proactive collaboration with clients and is responsible for developing and monitoring their SEO strategy. Thanks to her background as a content specialist, she knows better than anyone how to use compelling copy to appeal to both search engines and target audiences.

Within the team, Jasmijn is known as the “content machine” and as the one who is surprisingly accurate with her predictions about Google Core updates. Is it just a coincidence, or does she have a connection inside Google?

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