Internet becomes a dark forest thanks to LLMs like ChatGPT

In the digital age we live in, the way we gather and share information is evolving at lightning speed. With the rise of large language models (LLMs) such as ChatGPT, we are on the eve of a profound transformation in the online world. But what does this mean for traditional search engines like Google? In this article, we dive deeper into this matter, examine the impact of LLMs on the Internet, and discuss whether it still makes sense to have a website built.

The synthetic content explosion

An unprecedented amount of content is being generated today, a significant portion of which is synthetic. This automatically generated content poses a challenge to search engines such as Google, which struggle to index and process all this information. This undermines the traditional SEO model, which relies on human content creation. The result? Fewer and fewer people are creating original content because knowledge is now easier and more interactive to gather through a chatbot. This raises questions about the reliability of websites; the fear that content is automatically written is increasing.

The relevance of SEO is declining

While companies used to invest massively in SEO to increase their visibility on Google, this strategy seems to be losing importance. Although a company website with basic information about services, contact information, and benefits is still crucial, the importance of SEO will quickly diminish. This means companies need to rethink their strategy. Constantly producing content in hopes of attracting customers will become less effective. Instead, companies will have to focus more on direct customer acquisition and less on "farming" visitors through their website.

Navigating a changing landscape

The shift to LLMs like ChatGPT is forcing us to rethink the way we find and trust information on the Internet. Search engines will have to adapt to this new reality, with the quality and authenticity of content becoming more important than ever. Companies will have to focus on providing valuable, trustworthy information and creating an authentic connection with their customers.

Conclusion

The future of the Internet and the role of search engines in the era of LLMs is uncertain. However, one thing is clear: The emergence of technologies such as ChatGPT will fundamentally reshape the digital landscape. For businesses, this means rethinking their digital strategies and adapting to a world where the way we search, learn and communicate has changed forever. The Internet may become a dark forest, but with proper navigation, we can still find the light.