AI Web Crawlers | To Crawl or Not to Crawl?

A new frontier has emerged in the realm of SEO with the introduction of dedicated AI web crawlers. In August 2023, OpenAI rolled out GPTBot, a specialised crawler that can be managed via robots.txt—much like how one might restrict Googlebot from accessing certain areas of a website. Recent studies indicate that nearly half of websites in some sectors have taken advantage of this capability. Meanwhile, another AI-specific bot has also been introduced, offering website owners the option to selectively block parts of their sites.

This discussion aims to provide a technical, data-driven perspective on whether to allow these AI bots access to our content. The analysis examines both the immediate implications and potential future impacts on brand exposure, content integrity, and overall, SEO strategy.

The Technical Considerations

One of the first questions to address is whether blocking these AI bots actually makes a significant difference. There is an argument that suggests, “They already have my content.” However, it is important to note that any data previously gathered by these crawlers is not erased by a subsequent block. Instead, blocking primarily slows the ingestion of new, freshly published content. This may be of particular importance for sites that publish timely or unique information.

On the other hand, there is a school of thought that questions the intrinsic value of having content indexed by these bots at all. The concern is that if generative AI tools can recreate similar content independently, the competitive edge of original content might be undermined. For industries where a multitude of sites publish nearly identical content, this perspective could carry more weight.

Arguments Against Blocking AI Bots

Several technical and strategic points support leaving content accessible to AI crawlers:

Enhanced Traffic and Acquisition Channels

Recent discussions at industry conferences have highlighted the potential of AI tools—such as ChatGPT—to serve as emerging acquisition channels. While these tools are primarily used as assistants for tasks like content creation, translation, and coding, their ability to direct traffic should not be underestimated. It is anticipated that, as these platforms evolve, they may increasingly refer back to original sources for up-to-date information.

Maintaining Brand Visibility

Another consideration is brand exposure. Even if AI tools do not directly drive a high volume of traffic, ensuring that the most current and accurate information about a brand is available in their training data can lead to more favourable mentions and references. This is particularly crucial during product launches or rebranding initiatives, where the narrative around a brand is actively evolving.

Future-Proofing Against Emerging Technologies

The landscape of generative AI is evolving rapidly. It is conceivable that, in the near future, new search engines or information services may be built on indexes derived from AI bot data. By keeping content accessible today, a website can ensure that its latest insights and innovations are included in these future systems. This could prove strategically advantageous when new platforms start to compete more directly with traditional search engines.

Arguments in Favour of Blocking AI Bots

Conversely, there are compelling reasons to consider blocking AI bots:

Protecting Unique Content

The primary risk posed by unrestricted access is the potential for unique content to be repurposed by AI models. This repurposing could lead to the creation of derivative works that might compete with or dilute the original content’s value. For websites that invest heavily in producing distinctive, authoritative material, safeguarding that uniqueness is paramount.

Mitigating Competitive Threats

There is also the concern that allowing AI bots full access might inadvertently fuel the development of competitive tools. These tools could use the ingested content to generate similar products or services, thereby eroding the original site’s market position. Blocking, therefore, can serve as a defensive measure, preserving the integrity and exclusive value of the content.

A Strategic Pause

In the current environment, where legal and commercial frameworks for AI content usage remains in flux, a temporary block may be prudent. This strategy could delay the potential negative impacts until clearer regulations and more robust protections are established. Such a pause might provide the time needed to better assess the long-term implications of AI content harvesting.

A Nuanced Approach | Partial Blocking

It is worth considering that the decision need not be binary. The flexibility provided by robots.txt enables a tailored approach—one that allows selective access. For instance, it may be beneficial to grant AI bots access to pages that enhance brand exposure, such as product descriptions, while restricting access to areas containing proprietary research or in-depth analysis. This selective strategy offers a balanced solution that retains the benefits of AI exposure while mitigating the risks of content misappropriation.

The Technical Focus You Need  

The decision of whether to block AI bots ultimately hinges on a range of technical and strategic factors. On one side, open access may enhance traffic acquisition, brand visibility, and future technological integration. On the other, blocking could safeguard the unique value of content and stave off potential competitive threats.

A careful, measured approach—one that weighs current benefits against future risks—is essential. As the landscape of generative AI and SEO continues to evolve, ongoing reassessment of these strategies will be crucial. This analysis serves as a framework for understanding the technical dimensions of the decision, and it is hoped that it provides a clear basis for informed strategic choices.