Performing Keyword Research for Updating Website Content using ChatGPT, Bard and Bing GPT: A Comparative Study between the Three, Limitations and Future Scope

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Raman Sastry, Rajiv
Issue Date
MSc in Digital Marketing and Analytics
Dublin Business School
A prominent AI chatbot, ChatGPT of OpenAI, attracted a lot of attention and raised $11.3 billion. Two competitors with different characteristics have emerged such as Google Bard and Bing GPT. The purpose of this study is to evaluate their effectiveness in updating website material so that content management decisions are well-informed. It has addressed the gap in understanding their comparative strengths and limitations, emphasising user experience through interviews with digital marketers. The literature review underscored the impact of Bing GPT on strategic marketing and content optimisation, the influence of Bard on content production and the revolutionary position of ChatGPT in digital marketing and SEO. However, the review identifies gaps in addressing real-time issues and emphasises the need for nuanced understanding. The integration of the Technology Acceptance Model (TAM) provides a structured approach. The research gap highlights the need for comprehensive exploration of real-time challenges. Moreover, the study utilises a qualitative research approach and investigates challenges in keyword research using ChatGPT, Bard, and Bing GPT. Participants, purposefully chosen, comprise professionals with 2-3 years of website content management experience. Seven individuals from Ireland are recruited via LinkedIn, undergoing phone interviews. Employing a narrative research design with an interpretivism philosophy and inductive approach, thematic analysis is employed for data interpretation. Ethical considerations align with the Data Protection Act of 2018. The study aims to offer insights into the efficacy of Open AI models in keyword research for managing website content. Lastly overall findings from the study have been stated in the conclusion section and the limitation and recommendation to improve study has also been provided. The study could have underscored opportunities for enhancing the efficacy of these platforms. Additionally, the research findings would be valuable for upcoming researchers exploring security challenges encountered by organisations when utilising ChatGPT, Bard, and Bing GPT. The study is poised to offer future researchers the chance to collect primary data for ongoing investigations in this domain.