How ChatGPT can help you optimize your content for entities

When strategically utilized, ChatGPT can surpass manual human effort in output quality. 

No, the tools won’t write better content.

Instead, I believe a writer armed with this technology can craft optimized content that’s better aligned with Google’s ranking criteria.

By exploring various methods of content scoring and entity extraction, I aim to guide you toward maximizing the tools’ benefits.

Beyond keywords: How entities impact modern SEO strategies” discussed how and why to include relevant entities across your website (i.e., topical map). 

This article will focus on why and how to use entities to create better-ranking SEO content. 

Before discussing how software optimizes entity use for search results, let’s understand the similarities between entity SEO and OpenAI’s ChatGPT.

Building blocks of language 

At its most basic level, language is built around:

  • Subjects: What (or whom) the sentence is about.
  • Predicates: Says something about the subject. 

For example, in the sentence “The cat sat on the mat,” “The cat” is the subject and “sat on the mat” is the predicate.

Both Google’s search engine and OpenAI’s ChatGPT are designed to understand the fundamental structure of language. 

Semantic search engines focus on understanding content in a computationally efficient way. 

ChatGPT goes a step further, using far more computation to generate content. 

Semantic search engines 

Google’s search engine identifies entities, which are essentially the subjects of sentences on a webpage. 

It then uses the context around those entities to understand the predicates – or what is being said about those entities. 

This enables Google to understand the page’s content and how it might be relevant to a user’s search query. 

The relationships under consideration are depicted in Google’s Knowledge Graph. 

When Google analyzes an article, it uses its Knowledge Graph to gain deeper insights. 

It identifies relevant entities and predicates in the content, which allows it to discern what keyword searches the piece is most pertinent to.

OpenAI’s ChatGPT

On the other hand, ChatGPT uses its transformer model and embeddings to understand both subjects and predicates. 

Specifically, the model’s attention mechanism allows it to understand the relationships between different words in a sentence, effectively understanding the predicate. 

The embeddings, meanwhile, help the model understand the relationships and meanings of the words themselves, which includes understanding the subjects.

Jargon alert - Attention

Despite their vast differences, ChatGPT and entity SEO share a common capability: 

Recognizing entities and predicates relevant to a topic. This commonality underscores how vital entities are to our comprehension of language.

Despite the complexities, SEO professionals should focus their efforts on entities, subjects and their predicates. 

So how do we use this new understanding to optimize our content?

Optimizing new content for entities

Google identifies entities and their predicates on a webpage. It also compares them across potentially relevant pages. 

In essence, it’s like a matchmaker, trying to find the best match between a user’s search query and the content available on the web. 

Given that Google’s algorithm is optimized for high-quality results, start your optimization process by examining the top 10 Google results. 

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Web Design and Content Optimization for User Engagement

The ever-increasing number of internet users offers boundless possibilities for your company to achieve fame and fortune. With each passing day, this unmatched virtual space continues gaining the attention of multitudes of ingenious content generators, brands, and more who plan on showcasing their products and services to audiences worldwide. Thus, budding entrepreneurs like yourself stand an excellent chance of realizing their dreams by becoming part of the vibrant online community.

So, how can you leave a long-lasting impression? With the help of a seamless, design-focused website interface and optimized content. Both will ensure a boost in user engagement. So, for those who may be lost and uncertain about where to get proper guidance, this blog might be what you need.

Web design and content optimization: The two vital factors

Web design and content optimization: The two vital factors for User Engagement

Web design and content optimization share an integral relationship. Where web design is essential for aesthetic purposes, content optimization helps draw more traffic to your site, making it more accessible and visible. These two depend on each other, and you need both aspects to be in sync so that they collaborate to hit the jackpot.

A great SEO will help you perform better and improve your ranking, thus making your content more consumable. An impeccable website design will keep all information organized, improving page ranking, and enabling you to secure the top position on the SERPs.

Related: How to Increase User Engagement for Your Mobile App?

How to improve user engagement and what factors affect it?

How to improve user engagement using web design and content optimization?

Now that you know you have to zero in on your web design and content optimization, you can try to improve the following points to boost the performance of your website.

1. Design layout

You should never minimize the importance of a well-designed web page. An aesthetically pleasing, well-structured page will always lure more visitors. High-quality pictures also have the power to leave a lasting impression when it comes to branding. Consumer trust will bolster once they start associating the images with your brand. In fact, they will begin sharing and promoting your website.

Design layout

Also, minimize using technical jargon so users can understand and relate to your page. Do you know keeping verbosity at bay positively impacts user experience? Search engine web crawlers work well when the content is information-rich, streamlined, direct, and 100% original.

Make sure to have the following crucial points in mind while designing a web layout:

  • Keep the design consistent with uniform colors.
  • Make the content engaging and cohesive.
  • Your layout visuals should be defined correctly.
  • Users should feel comfortable upon visiting your site.

2. Website speed

Ideally, your website should take 1 to 3 seconds to load. Studies reveal viewers lose interest and show unsatisfactory responses if there is more than a 4-second delay when it comes to website loading speed. The design and structure of your website will directly influence its responsiveness and loading speed.

Website speed

You can apply the following tricks to ensure your web page is responsive enough and opens fast:

  • Minimize and compress your CSS and
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15 ways to get smarter with your content and SEO

Content remains at the core of successful consumer interactions, engagements, experiences and conversions – especially in a new era of advanced generative AI technologies.  

Today, we are looking at a new content landscape. This is where content production is exploding to epic proportions making it harder for content to stand out, be discovered and convert.

Humans and machines must work better together to ensure content is relevant, differentiated, and helpful for the reader. 

This also includes balancing SEO and content best practices to ensure that content and sites are optimized for human help rather than robot rankings.

The challenge: Despite the tremendous resources devoted to content creation, much of it could fall flat and fail to engage audiences. This disappoints creators and deprives consumers of experiencing something new, helpful, or meaningful.

The opportunity: Marketers with a strong understanding of SEO and content best practices and the ability to utilize AI for their strategies and tactics – from creation through optimization – will quickly gain a competitive advantage. They can achieve outstanding results by striking the perfect balance between human insight and AI applications. 

Content marketing is expected to experience a massive surge in growth, estimated at over $584 billion by 2027.  

The use of AI for SEO and content is set to grow 5x this year. 

Content marketing growth

This article will explore content through the SMART goal-setting framework, which stands for:

  • Specific.
  • Measurable.
  • Achievable.
  • Relevant.
  • Timely.

S: Being specific and answering with speed wins every time

Consumers crave information that is helpful, relevant and delivered at speed.

As a result, today’s content marketers need insights delivered faster than ever, so they have specific insights to power their content. 

Content is not about what your marketing team wants to say. It is about providing insight and information that your audience wants to hear and read.

SMART content is designed for a specific audience based on your understanding of their needs, preferences and intent.

1. Understand your audiences and the markets they operate in detail 

From keyword and conversational keyword (more on that later) research to understanding the intent of your consumers – where they live, what they’re searching for, when and where in the purchase funnel – and how they interact with your brand on social media.

Knowing who you are writing content for is paramount to creating SMART pieces that serve a real purpose.

How well do you understand the competitive environment in the verticals you’re creating content for? Today, you compete more than ever for attention, eyes and clicks.

Your competitors may be other companies, but you could compete for space in the SERPs against media brands, bloggers, influencers and more.

Without that bigger picture, a bird’s-eye view of relevant search and social spaces, you’re flying blind.

By assessing how your competition is neglecting to address specific topics and identifying those gaps, you can capitalize on creating compelling content which resonates with people in the right way at the opportune time.

2. Understand and embrace generative

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What is evergreen content and why it’s important for SEO

Evergreen content is content with a long lifespan.

It is also incredibly important for search engine optimization (SEO).

In this article, you’ll learn everything you need to know about evergreen content – including what makes a topic evergreen, why evergreen content is important and some examples to inspire you.

What is evergreen content?

Evergreen content refers to any type of content that remains ever relevant, ever accurate, and ever useful long past its publication date.

Think of it this way: Evergreen trees always look green and fresh, even in the dead of winter.

By the same token, evergreen content always looks green, fresh, and up to date – even if it was published two years ago.

(Two years old is positively ancient by the internet’s standards, but if your content is evergreen, that’s not a problem.)

To be considered evergreen, your content must pass these checkpoints:

  • It’s written on a topic that doesn’t change drastically from year to year. (For instance, new research doesn’t continually come out, which makes old ideas/ways of thinking about the topic obsolete.)
  • It contains knowledge that’s foundational to a realm of study or skill.
  • Most of the information is perpetually useful.
  • Most of the information is perpetually accurate and relevant.
  • It can have a few outdated facts or references, but these must be minor (you can update them with little effort).

And, if your content contains any of these hallmarks, it is not evergreen:

  • News.s
  • Seasonal information or information tied to a specific date, event or year.
  • Research or statistics that will eventually lose relevancy as they fall out of date.
  • Research or statistics that are regularly updated. (For example, a new report is released annually, so the prior year’s stats become obsolete).
  • Content tied to current fads or trends.

Examples of evergreen content topics

Here are a few good examples of evergreen content topics:

  • How to tie a shoe
  • 10 tips to manage your personal finances
  • How to choose a paint color for your kitchen
  • Beginner’s guide to content marketing
  • How to teach your dog to heel in 7 steps

Examples of content topics that are not evergreen

On the flip side, these are good examples of topics that are not evergreen:

  • 5 ideas for your kid’s Halloween party (Seasonal topic)
  • ChatGPT launches in November 2022 (News)
  • The local football team beats their biggest rival (Sports news)
  • 10 SEO trends to watch in 2023 (Current trends/tied to a date)
  • Content marketing research report for 2022 (Research tied to a specific year)

Why evergreen content boosts SEO 

So we know that the defining feature of evergreen content is a long lifespan past its initial publication date.

Whether you read it now, two months from now, a year from now, or two years from now, the information it conveys should largely remain accurate, relevant, and useful.

But why does this matter for SEO?


By their very definition, evergreen content topics are ones that people are interested in no matter the circumstances.

They’re “old

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How ChatGPT can help you create content for SEO

ChatGPT is top of mind for many people in the content creation and SEO spaces – and even seems to be a developing obsession inspiration to Google itself.

The biggest question for SEOs and people trying to create content to drive traffic from search engines is obviously:

How can ChatGPT help create content for SEO?

ChatGPT performs a few specific functions that can help you with content creation for SEO like:

  • Writing whole SEO-focused blog posts, articles, and landing pages.
  • Generating research you can use in SEO-focused content.
  • Performing specific SEO tasks to support your content creation, like keyword research or content clustering.
  • Creating embeddable elements and enhancements within your content to make the articles better and more linkable.

Sounds good, right?

The flip side is that while ChatGPT can be incredibly useful in some SEO content creation scenarios, it can also introduce risks for your sites. (Not to mention, it is still quite bad at several tasks.)

This article will walk you through some functions you can use to help you create content for SEO, alert you to some of the risks associated with some of them and discuss the areas where you might be better suited to use a different tool for the job.

Writing blog posts with ChatGPT

ChatGPT can write entire blog posts in a few minutes (and is not super humble about it if the output it generated is any indication): 


Google has said their primary concern is whether AI content is “helpful” and that all their guidelines and recent updates (including E-E-A-T) will apply to AI content.

They recently wrote about this again, explicitly saying there is no “ban” on AI-generated content in Google search results.

As with many things in SEO, if your question is “does AI content work” the answer is really “it depends.”

If you have a very authoritative site like Bankrate or CNET, there might be a class of topics where AI content can rank very well, potentially even with minimal editing.

If you’re an independent publisher cranking out thousands of AI-generated blog posts, or you’re just a less authoritative site pushing out lots of AI content, you may not be so lucky (see Mark Williams-Cook’s example in the first comment here):

As you can see his graph was moving up and to the right for a while (until it wasn’t). 

If you’re running a business, you also have to worry about the accuracy of ChatGPT’s content, as you would with in-house or freelance writers.

There are many things that it just gets wrong, as the tool itself will admit:


So whether you can run with intact ChatGPT content is a question of what you’re trying to accomplish and your risk threshold.

Creating subsections, meta descriptions and short content blocks

While you want to be careful with the amount of content you let ChatGPT run wild on, you can do a few things to make the content it produces more useful:

  • Specific prompts: Give very specific prompts about
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How to update content and dates for SEO in 2023

Every new year, SEOs, bloggers and publishers are eager to capitalize on “fresh content” ranking boosts by adding new dates to old or existing content. 

Google’s search advocate John Mueller again reiterated that only significant content changes should lead to a changed date in articles.

But what is considered significant? And what does it really mean to change a date?

Both depend on many factors. As always, there is middle-ground to cover so let’s dig deeper in this article. 

The evolution of fresh content ranking boosts

There was a time when updating content did not help attract visitors on Google. Then over the years, Google increasingly rewarded “fresh content.”

Do you remember the concept of “query deserves freshness” (QDF)? 

As early as 2007, former Google SVP Amit Singhal discussed how the algorithm considers searchers’ need for current information.

The QDF model aims to measure, assess and rank content based on its value for a particular (time-sensitive) search query. It was among the first algorithm tweaks meant to take user intent into account.

This meant that less authoritative but newer content would sometimes outrank high-quality but older content because some searches require current results than others. 

The example below shows a Google search for [us elections] in January 2023:


When you click the “Overview” button on top, you will get another results page with even more current results covering primarily the latest election that will take place next. (Here the “2023 United States House of Representatives elections.”)

When you search for election results, you most likely don’t want to see results from the past election (even though they have earned many links ever since). You’d want results from this election, which may not have attracted as many links yet in a short time.

In the past, the article date indicated to Google which resource was newer. Only a limited number of keywords were affected at first, and this still does not apply to all search queries.

Some SEOs started gaming this ranking signal quickly. They changed the date automatically, sometimes every day. Others removed the dates to at least not look outdated.

All this forced Google to dig deeper into the actual content’s value.

The Google algorithm has significantly changed since, but QDF is still present among other freshness systems. 

“We have various “query deserves freshness” systems designed to show fresher content for queries where it would be expected.”

– A Guide to Google Search Ranking systems, Google Search Central

This is still one of Google’s unique selling points. They have a fresher index compared to Microsoft Bing. 

Bing and alternative search engines, still heavily rely on site authority as measured by incoming links and overall trustworthiness. This works fine for some keywords but is stale for others.

What is considered ‘significant’ when updating content?

As Google heavily invests in its helpful content system and other AI-based ranking algorithm tweaks, you can rest assured that it looks beyond just an article’s date. 

The good news is that you

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