Custom GPTs can help SEO teams move faster by turning repetitive tasks into streamlined workflows.
If you don’t have access to paid ChatGPT, you can still use these guides as a standalone reference by copying them to your notes for future reference. You will need to tailor them to your team’s specific use cases, as they are intended as a starting point.
Working with AI is often trial and error. To get better at writing information, practice small tasks first, repeat the information, and make notes of what gives you good results.
AI is also prone to running, so it helps to provide strict guidelines for formatting and specifying what not to do. You can upload resources and articles to follow and provide a clear context, such as defining the role and audience in advance.
The seven instructions below are designed to help you get started creating custom GPTs for planning, analysis, and ongoing SEO work.
1. GPT project plan
Using previous examples of project plans, create a GPT to help you outline this year’s focus areas.
How to set it up
- Include project plans from previous years.
- Give a specific format to follow.
- Consider how many items or categories to include.
- Add specific details based on you or your team.
- (Optional) Copy notes and feedback from your group or retrospective.
Example message
Based on last year’s project plan, make my project plan for this year. Here are the focus areas and problem areas to include.
Give me a bulleted list of the three most important things for me (or my team) to focus on each quarter of this year. At least one element must include a link structure.
Include a one-sentence summary of why you recommend each item and at least two KPIs to measure success.
[Insert last year’s plan.]Now drill holes in your system. I gave three reasons not to focus on these things based on risks. Include sources for your notes.
Dig deeper: How to use ChatGPT Tasks for SEO
2. Site performance GPT
Connect your performance dashboards or custom GA reports to ChatGPT and let it do the initial work of diagnosing issues. Then make a list of things to investigate yourself.
How to set it up
- Connect your reporting tools or upload reports directly.
- Give specific guidance on what to look for.
- Enter the cadence you want to view, such as a daily or weekly report.
- Give examples of the types of pages or sections you will compare.
Example message
Here is the site’s weekly report. Give me your analysis of how the site performed compared to last week. Include a three-sentence summary of the session, conversion, and engagement.
List three wins and three losses in the dot format. Color code each item based on how good or bad each item is.
[Insert report doc.]
3. GPT for competitor analysis
Check what’s working and what’s not on competitor sites and get insights for your own. It helps a lot to link to a tool like Semrush or Ahrefs.
How to set it up
- Connect tools like Ahrefs or Semrush, or upload a report.
- Identify competitors to analyze as well as top pages and folders.
- List the key metrics you will compare.
- Set up unique information for page, keyword/topic, folder, and site-level comparisons.
- (Optional) Create documentation that identifies which metrics to dig deeper into.
Example message
You are an SEO analyst who performs competitive analysis to identify areas for improving your website. Check these URLs and compare them. Give me a table with each URL in rows and in these columns: backlinks, average rank, top keyword, times, and average value.
Below that, give a two-sentence summary of who wins in each category and why. Use the criteria in this link to make your decisions, citing individual sources.
URL 1:
URL 2:
URL 3:
Article reference:
Dig deep: How to use advanced SEO analytics to speed up rankings and increase visibility
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4. SERP analyzer GPT
AI has gotten a lot better in the past few months at analyzing images. Link SERP screenshots from your search and compare to web searches from GPT. Build this into a competitive analysis of the SERP landscape to see things like who is appearing in both searches versus just one.
How to set it up
- Identify search results and keywords to compare.
- Take screenshots in incognito mode to compare.
Example message
Do a web search for [your keyword here]. Show me what you see in the search results.
Compare with this screenshot and list the differences. Then make a bulleted list of what the commonly observed results are like.
Dive deep: How to build a custom GPT to redefine keyword research
5. UX GPT
Turn your design or UX team’s resources into an easy-to-use assistant. This is especially useful for teams of editors who don’t want to search endless documents for quick advice.
How to set it up
- Upload your team documents or your favorite UX articles.
- Find pages with poor bounce or engagement statistics.
- Integrate the tool into regular page updates.
Example message
He is an SEO writer working on improving user engagement. Open this page. Check to make sure it follows all our design rules.
List each violation, along with the source, explaining what went wrong and what should be done instead. Then check to see if there are related page template patterns from the brand directory that would work for this type of page.
6. Tech SEO check GPT
Set up a daily or weekly SEO check for more analysis.
How to set it up
- Connect any tools like Google Search Console, or upload reports.
- List the top metrics to test, such as Core Web Vitals, page speed, and console errors.
- Refer to the top pages to do a thorough inspection.
- Set reminders to use it daily or weekly, or connect it to Slack to send results directly.
Example message
Based on the latest CWV report, find problem pages that need speed improvement testing. Create a list in a table, with URLs in rows and columns for speed, identified problems, and suggested fixes. Make a separate list of advanced pages, and real scores.
Dive Deeper: GEO’s Technical SEO Blueprint: Optimize AI-Powered Search
7. Introduction to GPT
While ChatGPT can’t directly create slides yet without a third-party plugin or connector, it can create content for you to attach to your slides. Combine your performance, audits, technical SEO, and competitor GPTs to get a complete overview of the site’s status with relevant context.
How to set it up
- Collect data from your other GPTs.
- Choose who to present.
- (Optional) Upload past presentations for reference.
Example message
Pretend you are arranging a slide deck. The audience is other members of the SEO team. Format this snapshot from my Performance GPT into a slide.
Give me a header, header, and key points and takeaways. The tone should be straightforward but professional. Limit characters to one line. Round all numbers to zero decimal places. Suggest three examples of pictures and images that you can use.
[Insert summary.]
Dig deep: How to balance speed and reliability in AI-assisted content creation
Where custom GPTs come into daily SEO work
Custom GPTs are especially useful when sitting alongside the tools and processes SEO teams already use. Rather than changing dashboards, audits, or documents, they can manage first passes, surface patterns, and set up how work is reviewed before someone enters.
Used this way, the information in this article is less about automation for its own sake and more about reducing friction in common SEO tasks, from planning and reporting to SERP analysis and technical testing.
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