ChatGPT and SEO; there is so much talk out there about the impact of AI ( Artificial Intelligence) particularly when it comes to Search Results & SEO strategy
Think of Google’s Algorithm and ChatGPT’s approach in the Search Engine Results Pages (SERPs) as two very different ways of delivering the right information, each with its own quirks.
Their results naturally also look different on search pages as well.
The landscape of Search Engine Optimisation (SEO) is evolving rapidly, driven by technological advancements and changing user behaviours.
As we look ahead to the future of SEO, several critical trends are emerging that will shape how businesses connect with their audiences and optimise their online presence
The Basics: Google’s Algorithm vs. ChatGPT (SearchGPT aka ChatGPT Search (CGS)
- Google’s Algorithm: Google’s like a matchmaker for searchers and websites.
When someone searches for something, Google’s algorithm races through billions of web pages, analysing factors like keywords, backlinks, page quality and user engagement signals (click-through rates, dwell time, etc.) to decide what ranks at the top. It’s fine-tuned to consider the latest trends, relevance and authority to help users find information quickly. - ChatGPT (or “SearchGPT” or CGS in this context)
‘While Google matches searchers with websites, ChatGPT answers queries by analysing vast amounts of data that it’s been trained on (plus updates it may receive) to generate a ‘conversational’ response.
Instead of linking to websites, it often gives direct answers.
‘SearchGPT’ is essentially a ChatGPT tailored for answering search-like questions.
So while Google might give you a list of “best hiking boots,” SearchGPT would try to summarise the best options for you right in its response.
ChatGPT and SEO: Impact on Small and Medium-Sized Enterprise (SME) Websites in the SERPs
For businesses, these differences can mean some changes in visibility:
- Google’s Familiarity: Google’s algorithm is designed to help users discover websites.
This means SMEs can still get in front of potential customers with great SEO practices: good content, fast load times, and engaging designs still matter.
In Google’s world, SMEs can compete by optimising their websites and building authority, even if they’re up against big brands. - ChatGPT/“SearchGPT” Shift: With ChatGPT or SearchGPT in play, SMEs might face a new challenge.
If users turn to a chatbot that answers questions directly, they may skip Google altogether, leading to fewer clicks on websites.
While some users will still want the depth that clicking through to a website provides, SMEs could see a dip in organic traffic.
However, if ChatGPT pulls from a broader range of sources, there’s still a chance SMEs’ content might influence responses, though indirectly.
Is “SearchGPT” Just Another Name for ChatGPT?
“SearchGPT” isn’t exactly ChatGPT as we know it; it’s a version of ChatGPT that’s fine-tuned for search-like functions.
Essentially, it’s ChatGPT in search mode, using its language model to answer questions in a way that feels more like search results than general conversation.
SEJ’s Matt Southern gives us some technical breakdown
“ChatGPT Search combines Bing’s search index with OpenAI’s proprietary technology….
According to OpenAI’s technical documentation, the platform utilizes a fine-tuned version of GPT-4o, enhanced with synthetic data generation techniques and integration with their o1-preview system
The platform employs three distinct crawlers, each serving different purposes.
The OAI-SearchBot serves as the primary crawler for search functionality, while ChatGPT-User handles real-time user requests and enables direct interaction with external applications.
The third crawler, GPTBot, manages AI model training and can be blocked without affecting search visibility.”
In essence you could say that
- Google’s a matchmaker leading you to websites.
- ChatGPT/SearchGPT is an answer-giver, delivering responses directly and potentially reshaping how SMEs approach their online presence.
Both approaches bring unique benefits—and new challenges—for businesses hoping to stand out in the SERPs.
How is SearchGPT different?
Kevin Indig at SEJ explains further:
“CGS marks the entry to a new paradigm where traditional search engines like Google or Bing compete with AI chatbots.
They solve the same problems for users as search engines but with lower friction.
But it also marks a critical event that should lead you to evaluate your strategy….
The positioning is clear: ChatGPT Search is a way to get a straight answer without digging through cluttered search results or browsing websites.
CGS, which is directly integrated with ChatGPT instead of a standalone search engine, decides whether a query benefits from web results or not, and you can rerun queries through other models like o1 preview to compare the answers:
“ChatGPT will choose to search the web based on what you ask, or you can manually choose to search by clicking the web search icon”
….“The first search engines didn’t represent the model (Google) that eventually won.
In the same vein, the AI Search experience we’re seeing today might be completely different in a few years. However, there is little doubt that search is fundamentally changing”
In a Nutshell: Evolving SEO Strategies for SMEs
SEO consultants working with SMEs need to blend traditional SEO best practices with innovative strategies tailored for AI-driven search environments like ChatGPT/SearchGPT
Create Conversational and Structured Content:
Make your content easily digestible for both users and AI.
Enhance Authority and Trustworthiness:
Continue building a robust backlink profile and authoritative content. ( Tip: Read about Googles’ E-E-A-T)
Optimise for User Intent and Experience:
Focus on what users truly want and ensure a seamless site experience.
Stay Agile and Informed:
Adapt to the ever-changing AI landscape by staying updated and flexible in your strategies.
By embracing these changes, SEO consultants can help SMEs not only survive but thrive in the evolving SERPs landscape.
Factoring in ChatGPT and SEO will ensure their clients remain visible and competitive in both traditional and AI-driven search environments.
Yes.. I know. It’s a lot to take in, if you are trying to actually run your business – not worry about keywords, content creation, SEO and now AI!
Don’t waste time researching SEO and AI- call the Experts. Book a Free call!
“The Search AI Race
While Microsoft Copilot and Google Gemini have offered real-time search for months, ChatGPT’s implementation differs in key ways:
Feature Comparison:
- ChatGPT: Offers both manual and automatic search triggering, includes a source attribution sidebar, and supports interactive maps.
- Google Gemini: Integrated with traditional search, ad-supported, and features an extensive knowledge graph.
- Microsoft Copilot: Integrates with Bing, supports multimodal search, and includes shopping features.
Meta is reportedly working on its own AI search solution, while Google recently announced $49.4 billion in search revenue in Q3.
The competition for search market dominance is higher than ever.”