Using ChatGPT content in my website blog: is it a good idea?
Using AI to write your blog is a brilliant way to brainstorm or structure your thoughts, but letting it handle the actual storytelling often results in content that feels hollow. While tools like ChatGPT can churn out text in seconds, they lack the lived experience and nuance required to build genuine trust with your readers. For a brand to truly take root and grow, your digital presence needs to sound like you—not a predictable algorithm.
Rach working on her iPhone
The content shortcut: why AI slop is killing your website's credibility
The allure of a done-for-you blog post is incredibly strong as that sense of busyness and being time-poor never goes away. You can throw a prompt together, and suddenly you have a whole load of text that looks (at a glance) like a real article. However, there’s a reason this onslaught of automated text is being labelled as slop. It’s the digital equivalent of ultra processed food—it might fill a gap, but it offers zero nutritional value for your brand or your audience. If you pride yourself on bespoke, considered work, publishing on generic, bot-written prose creates a dissonance that many reader will pick up on.
Beyond the hit to your reputation, there’s the reality of how search engines work. Google isn't interested in helping your SEO off the back of all your recycled content; it wants to reward people who actually know what they’re talking about. If your content sounds exactly like every other AI-generated post in your industry, you’re essentially invisible. To make your website work harder, you have to leverage what a machine can't replicate—your specific experiences, your unique aesthetic and the messy human details that actually build trust with a potential client.
10 takeaway ideas for better content
Raw AI is slop: If you post unedited ChatGPT text, it reads like bland, filler-heavy nonsense that says very little of substance
Google prioritises E-E-A-T: To rank well, your content must show Experience, Expertise, Authoritativeness, and Trustworthiness—things a bot simply doesn't have
Don't game the system: Using automation to manipulate search rankings is a direct violation of Google’s spam policies and will get you penalised
AI erodes original thought: Relying on tools to do the heavy lifting weakens your own creative muscles and ability to think deeply about your craft
Use it for the grunt work: AI is brilliant at summaries, meta descriptions, or character-limited tasks that usually feel like a chore
Brainstorming partner: Use ChatGPT to generate a pool of ideas, then pick the best one and write it yourself in your own voice
Alt text objectivity: Bots are surprisingly good at describing images for accessibility without the human urge to keyword stuff
The Human First rule: If a human wouldn't find it helpful, don't publish it—Google is getting better at spotting content made just for bots
Avoid the Passable trap: Passable content doesn't get people to enquire; original, opinionated content does
Stay ethical: Never pass off AI-generated work as your own original thought; it’s bad for your brand and your SEO in the long run
1. Is it a good idea to use AI, Deepseek or ChatGPT content in my website blog?
ChatGPT exploded onto the scene in late 2022, ushering in a new age of AI. It's transformed how we approach content plus use digital platforms.
In terms of content marketing, blogging and website blogs, people quickly realised that ChatGPT could produce what appears to be passable written material and do it at pace. Things ballooned from there.
The logical next step was to generate lots of blog and web content using AI-generated content - the hope being it would provide a quick and easy way to boost SEO and search engine ranking positions.
While AI tools can be very helpful, such as saving time or making workflows more efficient, you need to be very, very careful when applying them to your blog and website content.
The reason for this is because Google wants to make its search results as helpful and useful as possible to its users. It does this by crawling your website and then indexing it. Based on how relevant and helpful it judges your content to be, you get your search ranking position.
The problem with ChatGPT is that it creates a lot of what's called slop. By slop we mean low-quality, bland, pointless and vague content; content that generally uses a lot of words to say very little; all filler and no killer.
If we consult Google's documentation which is ever clear and helpful, it's upfront about AI-generated content. Google wants to reward original, high-quality content that demonstrates what it calls E-E-A-T: expertise, experience, authoritativeness and trustworthiness. Note that Google uses the word 'reward', so is active in its intent to promote great website content.
In overview, no, it is not a good idea to use AI or ChatGPT content in your website blog, and we'll go into the specifics of that in the next question below.
Key ideas:
ChatGPT produces what looks like passable material at speed, but it lacks the nuance required for high-end branding
The slop created by AI is often vague and low-quality, acting as filler rather than providing real value to your readers
Google actively rewards original, high-quality content, meaning raw AI output is more likely to be ignored than indexed
2. Can AI or ChatGPT content help boost the SEO of my website?
AI generated content can be dangerous, harmful, misleading and annoying.
It's no wonder that Google has moved to tackle AI and ChatGPT: search results full of rubbish AI content doesn't make for happy users, and that would then damage Google's commercial interests
What we've seen over the last few months is that Google has responded to the advent of ChatGPT and other AI tools by cracking down on this poor quality AI content. It's done this to ensure that the user experience is preserved because the inferior AI content hasn't served to help answer people's cares and questions.
Google has basically updated its search algorithms and subsequently downgraded or flattened the search ranking positions of offending websites. If you're a business that has hitherto relied on organic search traffic for enquiries or sales, I imagine that this change has been devastating.
If you're tempted to use AI tools and ChatGPT to create content for your blogs, publish it and think that Google won't notice, it will, it really will - I can't emphasise this enough. For the sake of your SEO and website performance, please don't rely on raw AI content.
In terms of Google’s guidance on AI content, it’s primarily interested in how high the quality of the content is - the higher the better, regardless of how it’s produced. As we mentioned above, this is why you should focus on injecting expertise, experience, authoritativeness and trustworthiness into your content.
Where you need to be careful is automation and attempting to game Google’s search results: ‘using automation - including AI - to generate content with the primary purpose of manipulating ranking in search results is a violation of our spam policies.’ This is why ranking positions have suffered where sites have willingly or unwittingly relied on AI content.
It's really important that you use these tools wisely, tailoring how you use them to your content. And I'm going to talk a bit about how we can do that in the next question.
In summary, no, AI or ChatGPT won't automatically help boost the SEO of your website unless you first understand Google’s commitment to helpful, reliable, people-first content. If you use the words they generate straight out of the box, you're wasting your time and won't see any improvement in your SEO performance.
Key ideas:
Google has cracked down on poor-quality AI content to ensure search results remain helpful for actual people
Relying on raw AI can lead to a devastating drop in search rankings if Google identifies the content as a way to game the system
Success in SEO comes from injecting your own expertise and authority into every post, rather than relying on automated scripts
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3. How can I use AI or ChatGPT for my website blog in an ethical way?
As a general rule, I think it's good to be aware of and evaluate the latest tools on the market, whether that's for your website or elsewhere. We can use the newest and best tools available to help us in our businesses. No one would imagine going back to the days before e-mail, but I think we can agree that e-mail has its limitations in communication!
When it comes to AI ChatGPT, my rule of thumb is don't use raw AI content for your blog. Instead, I recommend using AI tools within the process of generating ideas and refining content that you've already produced off your own back.
Don't use AI tools to produce fresh content and pass that off as your own - this will eventually negatively impact your SEO, plus I think you'll find you as a human and your brain can produce better content if you apply consistently to creative endeavours. As an aside, that's a key downside to AI - it erodes your ability to think.
More specifically, you could use AI or ChatGPT to help produce a pool of ideas relating to a particular topic. You can then choose, refine and develop the chosen idea into a fully-fledged blog that is written by you in your tone of voice. AI tools are helpful for synthesising and summarising large amounts of information, so this brainstorming part is a good way to to harness its power.
Another way to use an AI tool is to create a helpful summary of some content that you've written already, such as a key takeaways section, ‘too long, didn’t read’ executive summary or a meta description for a page. Meta descriptions for blogs or webpages can often cause people problems because of their character limits. Meta descriptions are the short snippets that are displayed in a search results on Google. The challenge with them is that space is quite limited: your character count is 150 to 160, after which it loses effectiveness.
If you've already written your blog post, you can ask ChatCPT to analyse your content and give you the basis for the meta description. Obviously makes sure you then review the suggestion and rewrite or rework it if necessary. Above all, make sure that it has your tone of voice: AI content is quite noticeable for it’s bland, soulless quality.
Another example is alt text for images. Alt text is the text that accessibility readers use to convey an image to users who are not able to view it. It also acts as the fallback text in case the browser is unable to load an image. An AI tool like ChatGPT is able to scan an image and provide an impartial description of what's going on. Whereas a human can be tempted to stuff unwanted keywords in the alt text or focus on the wrong thing, an AI tool has the ability to be more objective.
If you are still unsure about using AI content, make sure you read Google’s guidance on Creating helpful content: it talks about the who, how and why of content, which is a good handrail to ensure your content stays on track.
To recap, AI tools like ChatGPT are incredibly helpful, but they come with some significant caveats. Don't rely on raw AI content. Use it to facilitate generating ideas; to help refine content that you produce that's original.
Key ideas:
Treat AI as a tool for refining ideas or synthesising large amounts of information rather than a replacement for your own writing
Utilise ChatGPT for technical tasks like drafting meta descriptions or providing objective alt text for your images
Always review and rewrite any AI suggestions to ensure they match the specific tone of voice your brand is known for
Frequently Asked Questions
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Yes, Google’s algorithms are increasingly sophisticated at identifying patterns typical of AI-generated content. While Google doesn't penalise AI use specifically, it does penalise low-quality, unhelpful content. If your blog lacks personal insight, unique expertise (E-E-A-T), or a human touch, it will likely struggle to rank regardless of how it was produced.
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For design-conscious brands, raw AI content usually hurts SEO. Visual industries rely on specific, nuanced descriptions and personal authority. Automated content often feels generic and fails to engage high-end clients. Using AI to brainstorm topics is fine, but the final copy needs to be yours to ensure you aren't flagged for scaled content abuse by search engines.
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The safest way to use AI is as a digital assistant, not an author. Use it to create outlines, suggest catchy headlines, or summarise long articles into meta descriptions. Always add your own real-world examples, project details, and brand voice. This ensures the content is people-first, which is exactly what Google looks for when deciding which sites to rank.
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About the author:
Simon Cox is the co-founding director (along with his wife, Rachael Cox) at Wildings Studio, a branding, website design and content marketing studio in Torquay, UK. He’s the writer and editor of the Wildings Studio blog which you’re currently reading. Simon is also responsible for the Wildings Studio content marketing services. Simon blogs regularly on topics to do with the core Wildings Studio services on branding, website design and content marketing (blogging). He’s passionate about helping small business develop great content that answers the questions people type in Google in order to get found online (SEO).
About Wildings Studio
Thoughtful, beautiful branding and websites for design-led businesses
Wildings is a website designer for small businesses offering website design. Based in South Devon, UK, we deliver small business website design for design-conscious brands like garden designers, interior designers, architects, circular ethos restaurants, speciality coffee shops, organic cafés and boutique hotels.
