Can I Use Claude or ChatGPT for My Real Estate SEO?

"We used Claude to fix our SEO."

"We asked ChatGPT to help optimize our home page."

I've heard that a few times in recent conversations with real estate agents. There's a lot of interest in skipping right past hiring an SEO and just asking a favorite AI tool to handle SEO.

The simple answer: Yes, you can use AI for your real estate SEO. But you have to be careful, and should keep your expectations low. Here's why:

1. There's a lot of bad SEO advice on the internet, along with all the good advice. The LLMs have trained on both. There's no guarantee the SEO tactics your favorite AI are good/correct, and no guarantee they'll work for you, in your market, and against your competition.

2. LLMs aren't great at "it depends," and there's a lot of "it depends" in SEO. (This is also why it's dangerous for homeowners to ask AI what their home's worth, too.)

An SEO I follow named Jan-Willem Bobbink recently said it well:

"SEO is just not that kind of world, because there is no single truth sitting there for the model to guess at. The right move depends on the full query space rather than one keyword, and it shifts based on who else is ranking, which SERP features are showing up, how the intent changes as someone moves through the funnel, and what your domain has actually earned over the years. Two sites can do the exact same thing and end up with opposite results, simply because the context surrounding each of them is different."

An LLM can get you maybe 75% of the way with SEO, but that last 25% is what separates the winners from the pack. Please keep this in mind when you're asking AI to guide your SEO. If you're in a competitive SEO market and other agents have strong websites with solid SEO, your favorite AI will probably not be enough to get you in the game against them.

If you're thinking about letting Claude or ChatGPT handle your SEO, you'd be smart to combine that with my real estate SEO course -- that way you can keep an eye on what the LLMs are doing, and correct them when they're doing it wrong.

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