How to use ChatGPT for blogging without hurting your SEO

“Keep your content fresh!” - the SEO gurus shout from every digital rooftop. And to be fair, they’ve got a point. Regular updates tell Google that your site’s alive, active, and still relevant.

But let’s be honest: writing new blog posts every week? That’s a grind. So, in comes ChatGPT. You drop in a prompt, press a button, and boom - fresh content in seconds. Easy win, right?

Well… not quite.

Out-of-the-box ChatGPT will give you words. But just because there are words on the screen doesn’t mean they’re doing anything useful for your SEO - or your readers. Without a bit of human guidance, AI - generated content can actually hurt more than help.

Here’s why.

Generic content is SEO kryptonite

One of the biggest downsides of using default ChatGPT? The writing often sounds like it’s aimed at everyone - and that’s a problem.

Google wants to see content that’s specific, relevant, and shows authority. So do your readers. If your blog speaks directly to a certain profession, industry, or niche, it signals that you know your stuff. You’re not just churning out fluff - you’re actually solving problems.

This kind of depth is what search engines love. A post like “How architects can streamline project approvals using digital tools” is way more likely to rank (and attract the right visitors) than something vague like “Top 10 productivity tips for professionals.”

ChatGPT on its own doesn’t know your industry well enough to offer that level of insight. But combine it with your knowledge - and a few smart prompts - and that’s when the magic happens.

The titlecase tell-tale sign

Ever spotted a headline like “The Top 10 Reasons Why You Should Use a CRM”? That’s title case - where Every Word Gets Capitalised Like It’s Extremely Important. It’s also the default style in ChatGPT.

Sure, it looks neat. But it’s a dead giveaway. Most professional writers and brand style guides steer clear of title case unless it’s, say, a newspaper headline from 1996.

If you want your blog to sound human (and not like it was spat out by a robot), switch to sentence case. It’s easier to read, more conversational, and feels way less manufactured.

Readability matters more than you think

Search engines love clear, easy-to-read content - and so do your readers. But default ChatGPT often writes like it’s trying to impress a university professor: long sentences, fancy words, and a structure that takes a sat nav to follow.

Good blog posts should feel effortless to read. Short sentences. Clear points. Natural flow.

That’s where human guidance comes in. Whether you’re writing for accountants, designers, or electricians, your content needs to speak their language - not drown them in passive voice and academic phrasing.

Readable content keeps people engaged longer, reduces bounce rates, and boosts your SEO. So yes, ChatGPT can help - but only if you teach it to keep things simple.

BTW, you can check your text's readability score here →

Cross-linking: the secret SEO sauce AI just can’t guess

One of the simplest, most effective SEO tactics is internal linking - pointing readers from one post on your site to another. It helps search engines understand your content structure and keeps people on your site longer.

But here’s the thing: ChatGPT doesn’t know what else is on your website.

It won’t link your blog to any of your existing pages because it doesn’t even know the page exists. The result? Content that floats alone, disconnected from the rest of your site.

That’s bad for SEO and user experience. You miss out on the chance to guide your readers, build topical authority, and keep them engaged.

If you want content that’s tightly woven into your site’s structure, you still need a human brain behind it. (For now, at least.)

The human 'spark' matters more than ever

Even with AI in the mix, the best blog posts start with a human idea. Who are you writing for? What do they care about? What action do you want them to take?

These are the kinds of questions that shape great content - whether it’s written by you, your team, or an AI assistant.

Sure, ChatGPT can write a solid first draft. But it usually needs some guidance to land the right tone, structure, and depth.

Think of it like a junior copywriter: fast, helpful, but definitely in need of a senior editor. That’s where you come in.

Real insights can’t be faked

ChatGPT is a talented writer, but it can’t share your experience. The real value in any blog post comes from opinions, anecdotes, and insights that only you can bring.

Those human touches build trust. They show authority. And they’re what keep people coming back to read more.

So even if AI helps get the ball rolling, the best-performing blogs still have your fingerprints on them.

Editing takes longer than you think

Here’s a twist: sometimes, editing a ChatGPT draft takes longer than writing from scratch.

You might need to strip out the formal tone, reformat all the headings, cut the waffle, and inject some real-world context. Before you know it, that “quick draft” just turned into a full-on editing session.

The fix? Start with a clear outline and better prompts. Or better yet - use a custom GPT that understands your business and your voice.

So what’s the smarter way to use AI?

Don’t ditch AI - upgrade it.

If blogging is part of your marketing strategy, your AI should be built to reflect your brand. That means knowing your tone, understanding your audience, and writing in a way that feels like you.

It should know when to be playful, when to be serious, and how to format your content the way your readers expect.

Because here’s the thing: using default ChatGPT is like buying a suit off the rack - without even checking the colour or the size. And let’s be honest, the chance that it actually fits? Well, more than zero, but pretty small.

And when you’re representing your business online, this isn’t what you’re looking for.

Quick summary of what you should consider:

• Avoid title case: Use sentence case for headings to keep your content feeling natural and human.
• Add your expertise: Include real insights, examples, or opinions that only you can offer.
• Use internal links: Connect your blog posts to each other to help both users and search engines navigate your site.
• Edit the AI output: Always review and rewrite as needed to match your tone, structure, and style.
• Start with a strong outline: Give ChatGPT clear direction to reduce editing time.
• Use a custom GPT: Consider a version of ChatGPT that understands your brand’s tone, topics, and formatting.
• Let AI assist, not replace: Think of ChatGPT as a helpful assistant - it needs your input to produce great content.

The final verdict:

Can AI-assisted content be useful? Well, that depends on who’s in control.

A little note to wrap things up

So here’s a fair question to end on: How much of this post was written by AI?

The answer? Yes, AI did help. It’s especially handy since English isn’t my first language.

But every idea, the structure, the thoughts and experience behind it - they’re all mine.

Hope it was worth the read.