Tailoring ChatGPT for Enhanced SEO & Marketing Strategies

3 min read

Discover the process of crafting your custom GPT using the conversational GPT Builder.
Tailor actions and delve into advanced settings for optimal GPT functionality before deployment.
Delve into the creation of a specialized GPT, evaluating websites based on E-A-T criteria for enhanced performance.

Drawing from the title of this post, my standout feature from OpenAI DevDay was, unsurprisingly, the introduction of custom GPTs. With this feature now accessible to a broader user base, I’m excited to showcase some SEO and marketing examples.
Custom GPTs empower ChatGPT Plus and Enterprise users to fashion a GPT tailored to specific instructions. This includes referencing additional files for knowledge, harnessing multimodal capabilities, and integrating custom actions through third-party APIs.


Building a Custom GPT: Your Options


When it comes to crafting your personalized GPT, there are two paths you can take: Create or Configure. The ‘Create’ option facilitates a conversation with the GPT Builder to initiate the process.

Custom GPTs offer a unique avenue for customization using natural language, sidestepping the need for coding or intricate parameter settings. For those well-versed in prompt engineering, the ‘Configure’ option can tailor the GPT by entering precise details about its features. This includes aspects such as the image, name, description on the Explore GPTs page, and the prompts suggested within the GPT interface.
The ‘Instructions’ section enables the specification of functionalities and behaviors for the GPT, allowing up to 8,000 characters for prompt engineering. Additionally, ‘Knowledge’ permits uploading reference materials—text files, PDFs, and images—up to 25MB each, aiding the GPT in generating detailed and accurate responses through content analysis.
Should you desire multimodal capabilities like DALL·E 3, web browsing, and advanced analysis for users of your GPT, you can activate these features under ‘Capabilities.’
Lastly, ‘Actions’ empower integration with third-party APIs or OpenAI schema. Furthermore, importing schema from an existing ChatGPT plugin manifest is possible if you’ve developed a ChatGPT plugin.


Leveraging Custom GPTs in SEO and Marketing


The applications of custom GPTs in SEO and marketing are expansive.
Utilizing Custom GPTs for E-A-T Assessment
In my initial exploration into custom GPTs for SEO, I constructed a Web Quality Analyst in approximately ten minutes. This tool assesses websites based on E-A-T principles: Experience, Expertise, Authoritativeness, and Trustworthiness.
It references the Search Quality Rater Guidelines and Overview documents to inform its responses.
I’ve contacted Google for comment regarding the utilization of its documentation for custom GPTs. I’ll provide an update to this article upon receiving a response.

Throughout the preview, I needed to prompt the GPT to utilize web browsing for website evaluation and external review checks. I included this reminder within the GPT Builder using the ‘Create’ function.
Within the ‘Configure’ screen, you’ll encounter essential details, prompt-engineered instructions (edited responses from interactions with the GPT Builder), conversation starters, and uploaded reference materials under the ‘Knowledge’ section.

Further down the interface, you can grant specific multimodal capabilities to users of the GPT, incorporate actions that enable GPT to utilize third-party services, and access Advanced Settings to determine if OpenAI can employ GPT’s conversations in training data. Once your GPT functions as desired, you can ‘Save’ or ‘Update’ it, keeping it private with direct access via a link or making it public using the dropdown at the top right of the UI. Upon completion, a published message will confirm the action. Your custom GPTs can be found in the Explore section under ‘My GPTs’ and visible in the sidebar under ChatGPT once published.


Creating a GPT to Explore Ranking Factors


I crafted a second GPT based on our latest Ranking Factors ebook, a swift process except for fine-tuning the profile picture. ChatGPT Plus and Enterprise users can test the “Is it a Ranking Factor” GPT here.
Custom GPTs for Generating Topic Ideas
Seeking inspiration for your next article? This GPT generates 25 headlines and meta descriptions for a keyword or business description. It also provides featured images for topics selected from the generated list. ChatGPT Plus and Enterprise users can experiment with the “Topic Idea Generator” GPT here.
I’ll periodically update this article to include more SEO and marketing examples now that ChatGPT services are operating smoothly again.

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Shilpi Mathur
[email protected]