Could GPT2 Destroy SEO and Transform Content Forever?

We know content should be valuable, comprehensive, new, relevant, and accurate. Even more fundamentally important than all of those things is that it needs to be authentic. People trust factual information presented with sincere intentions. This era of "fake news" has ushered in a lot of fear for this very reason; we have had to fight to build the authority of our pages and domains to signal that we are worthy of trust. But our industry has yet to face its biggest challenge.