Can you use ChatGPT to write your blog posts?

Date: 28/05/2025
Author: Ryan Walsh

 

Table of contents:

• Can you use ChatGPT to write your blog posts?
• How ChatGPT can be used to help you brainstorm ideas when writing blog posts
• Why do we think AI content and Google E-EAT are not compatible
• Why we don’t recommend using AI copy to write your business’s blog posts
• How our team can help

 

Introduction

LLMs or “Large Language Models” have become something of a buzzword here in 2025.

Right across the globe there are more and more AI programmes popping up that can write blog posts in, well, just a matter of a few seconds.

Therefore, this begs the question, well, what’s the need for a copywriter anymore?

Surely this will help my business save time and money?

Well, hold onto your horses, plus, don’t fire the copywriter either, as good quality content marketing is essential for SEO success. For this to happen, there needs to be a human element, the part that ensures Google’s E-EAT criteria are fully satisfied. For this to occur, you often need a real person writing the work for you.

Generative AI has experienced a significant surge in adoption among shoppers and businesses globally. Additionally, it has numerous applications, some of which SEO consultants can utilise, such as helping to generate ideas around blog post titles.

With that said, in this article, we are going to explain why we do not use ChatGPT to write any of our content marketing.

 

What does generative AI mean?

Generative AI and LLMs have quite literally read the entire internet. Bots have read pages on what makes a good firework display, through to how to cook a chicken korma.

Just as Googlebot has crawled and indexed the internet, Chat GPT has been trained on data from across the internet. Therefore, if you have a pressing question regarding anything, well an answer can be found in seconds.

This level of knowledge has enabled LLMs to be trained so that they can now write content and demonstrate a level of general intelligence.

 

How are LLMs different from Google’s organic links / SEO?

Good question.

LLMs and optimising for your business to be mentioned in AI programmes is a very different concept from improving a business’s SEO ranking factors.

Traditional ranking factors are essential for conventional organic SEO. This is because building backlinks, for example, can help increase the importance of a page, thereby improving its authority. This means, in turn, over time, plus a lot of coffee, Google should rank the page higher in Google’s organic search engine results pages.

However, as we move more towards an era of “general intelligence,” AI will be able to provide a precise answer generated by AI rather than referring you to a website in its index.

 

What does that even mean?

AI programmes will become like that friend who knows everything.

Ask them anything; they usually have an answer.
Google’s organic results are different; that’s an index, a list of websites ranked according to how strong the company’s SEO ranking factors are.

In the world of organic SEO, you compete on how strong your ranking factors are.

With LLMs, large language models and AI, we currently don’t truly understand how businesses are selected. However, it places greater emphasis on firms to write helpful and original content marketing if they want to be ranked on AI or organic SEO.

 

Google AI Mode

Google is in the process of rolling out “AI Mode” using its own LLM, which is said to be running on and using Gemini. Therefore, this vast distinction between Google and ChatGPT is closing, as both are now utilising AI.

However, currently, with Google, you have to select AI Mode, whereby ChatGPT runs on LLMs and AI.

Currently, therefore, Google offers two options: traditional organic links, plus the new “AI Mode.”

The truth is that both companies, ChatGPT and Google AI Mode, will therefore be utilising AI or have AI versions available to their customers. How this varies, thus, both the LLMs from organic SERP’s are simple.

Organic SERP’s have been ranked according to the strength of “ranking factors”.

LLMs are different, offering more tailored and exact answers, because the AI has a level of knowledge and intellect that enables it to come up with an answer, a bit like how a human would rather than just directing you towards a page for further information.

 

I want to save time- can we use ChatGPT to write blog posts?

That question can be answered in one of two ways: it can be used to write blog posts, yes.

But the second way of answering it comes with a big fat caveat attached, and that is, for now, we wouldn’t be recommending using AI programs to write your blog posts if your business values your SEO. In an era of Google E-EAT, where work is being scrutinised for the author to demonstrate real-life experiences of what you’re writing about, this is why we think the job shouldn’t be handed over to a robot (just yet).

A robot hasn’t experienced the real world in the same way a human has. Sure, it makes up experiences, but sometimes this is telling. Instead, it’s better to work with or have an expert with real-life experience to recall relevant experiences and incorporate them into the content marketing.

For example, it could be something as simple as recommending products and noting the brands of tools that the author recommends for a specific building project.

It shows and demonstrates real-world experience of what you’re writing about.

Now, why do we say that?

We believe that if your business is serious about improving its SEO, it should be writing articles and blog posts that are 100% bespoke and tailored.

However, I have seen YouTube videos that suggest ChatGPT articles can rank well on Google.

Yep
But just because something works for some businesses in some business sectors doesn’t mean you should experiment with your own business’s SEO.

Who’s to say a massive Google rollout penalises all AI content in the future?

So don’t, write it yourself for now.

 

Future penalties?

SEO consultants who have been around a while will know about Google Panda and Penguin penalties. This means that, for a short window of time, some businesses employed spammy methods of optimisation to try to deceive Google. This has sometimes allowed for higher placement on Google in the past, until the penalty was applied to the business.

But nobody or no business fools Google for long. Sooner or later, an “algorithm update” will wipe the floor with companies that flout the rules (Google Webmaster Guidelines.

What we mean by that is, quite simply put, businesses in the past that built spam links, for example, have received a Google penalty. These penalties can result in the website being deindexed from Google.

Now, AI-generated copy isn’t, at the moment, worthy of a penalty as such.

Yet, as alluded to earlier, it can sometimes be “content thin” or shallow, because the AI won’t be able to demonstrate real-life experiences of what you are talking about.

 

Good for idea generation

It’s a wet and cold Monday morning, and truth be known, you’re feeling the after effects of a few too many glasses of Pinot Grigio over the weekend!

The head is therefore hurting, and you are feeling less than your creative best.

Well, brainstorming at this current moment in time can make your head hurt.

Now, this is where AI-powered programs truly shine.

We wouldn’t recommend using them to write your blog posts entirely, but they can become your very own idea generation tool.

Therefore, you could say, “Hey Chat GPT, I need to write a blog post about luxurious equestrian clothing. Can you come up with 10 blog post ideas in terms of titles?”

There you go, Chat GPT has helped you out of your mild hangover and come up with some blog post ideas that have now kick-started your creative juices flowing.

Again, don’t be lazy and ask the AI to write the blog post, as you need to show you have expertise and experience regarding the products you are describing, if you want the page to rank well in Google.

Keyword research (to a limited extent)
So, you’re on ChatGPT, and it’s provided you with 10 blog post ideas for your luxury equestrian clothing brand.
Great, but you can go a step further.
You can ask it to come with, say, 10 keywords related to that product line, now don’t go throwing them all over the page like confetti, as that won’t work.
However, you can also use it for inspiration; for example, it may suggest something you hadn’t thought of, such as “waterproof” or “rain-resistant” clothing keywords.
Then, if you add a section to your article around this, it can make the article more relevant for that keyword.

 

No substitute for keyword research

If someone were to walk around our offices and have a gander at how we spend our time during the working week, well, they would notice we spend a considerable amount of time using keyword research tools.

Ahrefs, Moz Pro, Google Search Console, Uber Suggest, Majestic, the list goes on.

Now, ChatGPT is suitable for generating keywords and suggesting related keywords to a main keyword; however, we still use various SEO tools. Why?

Well, because of keyword search volumes.

Google Search Console, for example, provides key information on the main keywords used, in conjunction with Ahrefs. For those who have been following our discussion so far, you can now transfer the keywords you want to improve SEO for and ask Chat GPT to suggest article title ideas.

Hallucinating

Hallucinations sometimes occur in real life when I rush to find my car keys.

We digress – yet I am sure I put them on the kitchen worktop, and they find their way somewhere else.

Well, AI and large language models can hallucinate as well. For example, ask the AI programme to write the blog post as if you are an established, well-known business, and sometimes it can start rolling off made-up facts about the company winning awards and award ceremonies you have never heard of.

These are called hallucinations.

A bit like glitches, problems with the matrix, where fibs start making their way into the content marketing.
So, unless you want a customer saying, I have just read you have won the Cardiff 2025 most innovative company award this year, and you haven’t, well, don’t rely on AI copy.

 

No place for half-baked work

Google rewards quality work.

Google Panda, Google Penguin. Google’s Helpful Content Update are just one of the many updates Google has rolled out to fight spam.

There’s no place for rubbish, sloppy content, or thin, boring content marketing.

Google and the bots, such as ChatGPT, want the best of the best.

The cream of the crop in terms of content marketing, and bots like Googlebot, have quite literally millions of pages to pick from.
So, lacklustre, rubbish content marketing isn’t going to work.

 

Channel and concentrate your efforts.

Some people, rather than having 10 pairs of cheap shoes, prefer to buy one good quality pair.

This mindset should be adopted when investing time, energy, and money into writing content marketing.

Ten pieces of content marketing which are, well, rubbish and poorly written will be a waste of your time.

Yet one well-written master piece, which ranks high in Google’s organic SERP’s, drawing in thousands of organic visitors, well, that can be hugely beneficial for your business.

Show off your expertise to the world.

So, as you may have already gathered, you can use Chat GPT and other AI programmes to write content marketing. However, for now, at this time of writing, and for the foreseeable future, our marketing agency won’t be using this for any of our clients.
The main reason is Google E-EAT.

Google clearly stated that its quality raters and algorithm want the written work to reflect the authors’ real experiences, expertise, and demonstrate authority and trustworthiness, which means that this work is best left for a human.

Whether it’s a plumber, dentist or a solicitor, they have the real-life expertise and experience that needs to be laced throughout the article.

Recalling that real-life experience and offering advice well shines through, showing that a human, not a robot, writes the work.
So, if your organic rankings are essential to your business, write the content marketing in-house with your team. Don’t use Chat GPT to write your articles for you, because it won’t have that real-world experience.

 

FAQ

Who are Walsh & Partners?

So, in terms of helping businesses improve their placement on Google, in terms of organic SEO, we have been around donkey’s years.
Over 10 years – for some businesses, that might not sound like long, yet in an industry where Google rollouts of new algorithm updates are as frequent as the weather changes, we have weathered many storms.

Therefore, the reason why so many Cardiff businesses hire us is simple: we are forward-thinking in terms of what we do.

We know that years and years ago, we could have clicked a few buttons, thrown a few quid at someone and had hundreds of links built. Yet we know that these loopholes in Google’s algorithm would soon be closed. This occurred, and the Google Penguin update was rolled out.

We believe this will be similar to businesses that copy and paste large amounts of AI-generated content marketing onto their websites without editing it.

 

AI copy saves time, can’t you mix a bit of it in with content marketing that’s been manually written?

Well, no is the short answer.

It’s like mixing fuels; adding vegetable oil to diesel is possible, but it affects performance.

You can mix in AI content with blog posts written by a copywriter, yet we would not recommend it.

Instead, for your business to stand the best chance of ranking organically, each piece of content marketing must be well written. It must be an original work of high quality.

Come to us

 

Based in the heart of Cardiff, we work with medium to large enterprises across the U.K