ChatGPT just got a major upgrade, and it’s already shaking up search as we know it.
On October 31, OpenAI launched ChatGPT Search, a feature that could give generative search engines like Google and Microsoft’s Bing a run for their money.
The new feature gives users fast, up-to-the-minute answers with links to relevant sources, which previously required a visit to a traditional search engine.
Just type your query into the chat box, and you’ll get instant answers on everything from stock prices and sports scores to breaking news and weather.
So, what does this mean for SEO?
While it’s too early to gauge the ChatGPT update’s SEO impact, BrightEdge research shows that even in its beta phase, SearchGPT sent 4x more referral traffic to brands than established AI engines.
Now that it’s launched, experts predict an even bigger surge in referrals, signaling that brands may need to rethink their SEO strategies to stay competitive in this new era of search.
Let’s take a closer look at what this ChatGPT update means to the future of search and more. This blog covers:
• Introducing ChatGPT Search: What It Is and How It Works
• ChatGPT Search Capabilities: What We Know So Far
• ChatGPT vs. Other AI-Powered Search Giants
• AI-Powered Search, Far From Perfect
• How ChatGPT Search Redefines SEO Strategies
• 8 ChatGPT SEO Optimization Tips
• The Future of Search and SEO With AI: Should You Be Worried
• Want To Be Featured in ChatGPT’s Search Results?
Introducing ChatGPT Search: What It Is and How It Works?
OpenAI’s AI-powered search tool known as “SearchGPT” (or ChatGPT Search) integrates real-time web search capabilities directly into the ChatGPT interface.
This feature enhances the accuracy of responses by adding current, relevant data and overcomes the limitations of older models that only had access to information up to their last training date.
Prior Knowledge Limitations and Model Training
Before ChatGPT Search, the AI’s knowledge had a cutoff date between 2021 and 2023, depending on the version. OpenAI spokesperson Niko Felix noted that even with the live search feature, OpenAI will continue updating its training data to keep users informed with the latest advancements.
Key Features of ChatGPT Search
By integrating high-quality, relevant web content into its conversation, ChatGPT Search is helping users find the information they need quickly and efficiently.
Although we can expect even more functionality to roll out as the platform continues to evolve, here are some key features of the ChatGPT search engine users can look forward to:
• Live Data Access: Fetches up-to-date information from the web, offering quick answers on news, stock prices, weather and more.
• Direct Answers:Instantly provides clear, relevant responses, removing the need to browse multiple links.
• Citations Panel:Displays sources with links to original content, making it easy to verify information.
• Source Attribution: Each response includes links to sources, such as news articles and blog posts, so users can validate details and dive deeper into topics.
• Conversational Interface: Allows for natural, interactive searches with follow-up questions to gain more insight.
• Data Visualization: Presents information with charts and graphs for clarity and easy understanding.
• Plugin Availability: ChatGPT Search is available as a plugin for easy access. For details on setup, see OpenAI’s installation guide.
How Does ChatGPT Search Work?
Web searches are initiated in ChatGPT Search based on user prompts, allowing the AI to provide responses that include the latest events, updates or information on niche topics that may not be covered in its pre-trained knowledge.
An example of a search with the sources sidebar (Source: OpenAI)
The feature can be activated automatically when the model identifies that an up-to-date response is needed or manually when a user requests a search.
Click “Search” to activate manually (Source: OpenAI)
According to OpenAI’s announcement:
“The search model is a fine-tuned version of GPT-4o, post-trained using novel synthetic data generation techniques, including distilling outputs from OpenAI o1-preview. ChatGPT search leverages third-party search providers, as well as content provided directly by our partners, to provide the information users are looking for.”
This model is designed to deliver precise and context-aware answers by pulling information from multiple sources, including third-party providers.
OpenAI’s head of product, Peter Fry, noted that the search functionality was built with “a mix of search technologies,” including Microsoft’s Bing.
Because ChatGPT Search depends heavily on Bing, businesses are encouraged to optimize their content for Bing, not just Google, to maintain visibility on AI-driven search platforms like SearchGPT.
More details on how to get started with ChatGPT Search.
Availability
ChatGPT Search is available to ChatGPT Plus, Team subscribers and SearchGPT pilot testers, with plans to extend it to enterprise, educational and free users soon. It will be accessible on iOS, Android and desktop apps for macOS and Windows.
ChatGPT Search Capabilities: What We Know So Far
In addition to retrieving up-to-date information, ChatGPT Search capabilities allow the AI to provide context-specific answers drawn from a broader range of sources, ensuring more comprehensive and accurate responses. And that’s just one capability.
Here’s what we know so far based on Search Engine Journal’s test run:
• Expanded Citations: SearchGPT can cite pages that don’t rank in Bing’s top 100 traditional search results, highlighting the need to distinguish between being indexed and ranking.
• Result Discrepancies: Notable differences exist between Bing’s generative results and SearchGPT responses, often with significant variations.
• Multiple Citations per Domain: A single domain can have multiple pages cited within one response.
• Response Variability: SearchGPT’s responses for identical queries can vary, even when using the same account and IP address.
• Niche Accuracy: SearchGPT has proven more accurate than Google and Bing for niche queries with limited information.
• Local Search Concerns: The local search experience appears unreliable, with some queries yielding questionable results.
• Map Sources: Some maps produced by SearchGPT are dominated by a single source, and when more sources are included, fewer map results are shown.
• Link Tracking: Certain links are appended with the parameter ?utm_source=chatgpt.com, indicating that UTM tracking is a key feature.
• Ranking vs. Referencing: Ranking higher in Bing doesn’t guarantee better referencing in SearchGPT, though there’s still a closer correlation compared to AI Overview data. Bing SEO optimization is still worth considering.
• Content Types: Responses are largely text-based, but local searches may trigger maps, and some queries may trigger images – though this is inconsistent.
• Image Preferences: Queries related to fashion and travel are more likely to trigger images than other topics.
• Citation Issues: Carousel image sources aren’t consistently cited in the sidebar.
• Paywalled Content: SearchGPT can cite content that’s behind a paywall.
• Dead Links: SearchGPT can cite webpages that return a 404 error when accessed.
• Timeliness: SearchGPT demonstrates a better grasp of time-sensitive queries than AI Overviews, even when the query doesn’t explicitly include time variables.
ChatGPT vs. Other AI-Powered Search Giants
A notable advantage of ChatGPT Search over Google is the lack of ads or promoted results cluttering the top of searches. Fry mentioned there are currently no plans to introduce advertising in ChatGPT.
However, running an AI search feature is costly, and OpenAI has not yet detailed how it plans to maintain free user access over time. OpenAI spokesperson Niko Felix noted that free users will face limits on how often they can use the latest search models.
Here’s how the new ChatGPT update compares with other big-shot search platforms:
| Feature/Platform | ChatGPT Search | Google AI Search | Microsoft Copilot | Meta’s Upcoming AI Search |
| Integration | ChatGPT app (all platforms) | Integrated into Google Search | Embedded in Office, Bing | To be determined |
| Data Source | Microsoft’s Bing and web data | Google’s search index | Proprietary + Bing Integration | Unknown |
| User Interface | Conversational, interactive | Traditional search with AI summaries | Productivity apps and search | Expected to be social-oriented |
| Advertising | No Current | Ad-supported | Ad-free (in productivity use) | Unknown |
| Release Timeline | Available, expanding access | Expanded to 100+ countries | Ongoing | In development |
AI-Powered Search, Far From Perfect
As reported by The Verge, AI search platforms are under legal scrutiny, with major news outlets accusing them of copyright violations. OpenAI itself has been sued by The New York Times for allegedly using its content without permission.
To address these concerns, OpenAI has established partnerships with media organizations, committing to responsible content use and supporting publisher interests.
These partnerships include big names like Hearst, Condé Nast, Axel Springer and News Corp. Fry notes that while these partners gain more control over how their content appears, they are not automatically given higher priority in search results.
See ChatGPT’s growing list of partnerships.
Hallucinations No More?
AI tools are notorious for “hallucinations” – errors like when Google’s AI advised users to put glue on pizza. However, Fry is optimistic that ChatGPT Search will “increase factual accuracy overall.”
“Some amount of hallucinations come from simply not having access to the latest information,” Fry said. “Now that it has real-time information, it can make better judgments about what is true and factual.”
When asked about unavoidable edge cases and occasional slip-ups, Fry assured, “We’ll try to be transparent” if mistakes happen.
How ChatGPT Search Redefines SEO Strategies
As the focus from traditional keyword-based searches shifts to more natural, conversational queries, ChatGPT Search is changing the SEO landscape. It not only reduces reliance on search engine result pages (SERPs) but also offers users a more streamlined, personalized experience. This change challenges businesses to adapt their content strategies to these SEO trends to stay relevant.
Here’s a closer look at what’s changing and AI optimization best practices to get you started:
Shift in Search Behavior
ChatGPT Search allows users to get direct answers without navigating through multiple links. This reduces the number of clicks from traditional search results, meaning websites must focus on making their content suitable for AI-driven summaries. Content must be concise, clear and rich in value so AI tools find it worth referencing.
Content Quality and Authenticity Matter More
With AI models relying heavily on the quality and relevance of content, superficial SEO tactics are far less effective. ChatGPT and similar tools prioritize content from credible and authoritative sources.
“The main challenge in optimizing for ChatGPT Search is understanding how it interprets natural language queries. Unlike traditional search engines that prioritize keywords, ChatGPT focuses on user intent, context and conversational tone. This means SEO strategies need to center on detailed, relevant content that reads naturally,” said Ken Romero, Thrive’s Demand Generation SEO Strategist.
To guide your content, you can use Google’s Quality Rater Guidelines on Experience, Expertise, Authoritativeness and Trustworthiness (E-E-A-T) as a foundation. SearchGPT is more likely to cite content that demonstrates the author’s expertise, relies on trustworthy sources and delivers accurate information.
The Rise of Conversational AI
Introducing ChatGPT Search has changed how people interact with search engines. Users are getting more comfortable asking detailed questions and expecting conversational answers. To remain visible, businesses must adapt their SEO strategies to target natural language queries, anticipating the types of conversational questions users might ask.
Shift from Rankings to Visibility
AI tools like ChatGPT Search show that traditional rankings aren’t the only route to visibility. Content that does not rank in the top 100 search results can still be cited in generative AI responses. SEO professionals need to expand their focus beyond rankings to consider how content is indexed, understood and used by AI systems.
The Importance of Topical Authority
AI-driven search is improving at assessing keywords and entire topics and content clusters. Websites providing in-depth, authoritative information on key subjects will likely perform better. Building topical authority, rather than focusing on isolated keywords, will be crucial for success.
Visual and Multi-Modal Search
AI enhances the way search engines process images, videos and other multimedia content. As users become more accustomed to dynamic searching, such as using images or interacting with videos, SEO must adapt to include the optimization of visual content. This includes refining metadata, alt tags and more to ensure a seamless and enriched user experience.
Building Brand Trust and Authority
With the rise of AI tools like Search GPT and Google AI Search and the shift from traditional link-based results to direct AI-generated answers, brand recognition and reputation have become more important than ever. These tools are designed to present trustworthy information, often sourced from brands that people recognize and trust.
When your brand is perceived as reliable, it increases the likelihood that these AI models will feature your content. This makes brand-building a critical component of ChatGPT SEO, as it helps ensure that your content gets noticed amidst the growing competition for AI-driven attention.
The Need for Fresh Content
ChatGPT search engine favors up-to-date information, so keeping content current is crucial. Regular updates ensure that existing content remains relevant and valuable. This means revisiting older articles to add new data, insights or perspectives to keep them fresh.
Visual and Rich Media Elements
Incorporating visual content like images, infographics and videos makes your content more engaging and helps ChatGPT use it effectively. Visuals can simplify complex topics, making them more digestible. Properly optimized visuals, including alt text and transcripts, make it easier for AI to understand and use multimedia content.
New Challenges for Link Building
Traditional link building will evolve as AI advancements allow search tools to assess authority without relying solely on backlinks. SEOs will need to rethink link strategies, focusing on content partnerships, mentions and overall brand presence across authoritative platforms, as well as contributing insights that can be cited by AI tools.
Local Search Transformation
Current tools often lack reliability for local queries, but future advancements may improve this. Businesses should build a strong local online presence by keeping their information accurate and creating genuine local content. This approach will help them remain visible as AI enhances local search capabilities.
In light of these changes, AI optimization shouldn’t be put on the back burner. Learn how to use AI tools like ChatGPT for SEO and Bing SEO optimization. These strategies will help your brand stay ahead, no matter what challenges come your way.
8 ChatGPT SEO Optimization Tips
The ChatGPT update is only the beginning of what we can expect from AI-powered search tools. Meta is reportedly developing its AI search solution, while Google recently expanded its AI overview feature to more than 100 countries.
With these updates, now is the perfect time to revisit key strategies to help your content remain competitive and rank well.
Below are AI optimization strategies that would help you improve your SEO for Bing, ChatGPT, Google and other search tools.
1. Optimize for Natural Language Processing (NLP)
Write in a conversational tone and answer user questions clearly. Avoid jargon and keep your content approachable. The more your content sounds like a natural conversation, the more likely an AI search engine will pick it up.
2. Use Structured Data
ChatGPT search engine relies heavily on understanding contextual content. Adding structured data, like schema markup, helps AI better understand your content and display relevant information. Well-organized content is easier for AI to read and more likely to be featured in search snippets.
Internal links are also a big plus says Ron Viloria, Thrive’s Lead Demand Gen SEO Strategist:
“They help users navigate and discover related and valuable content on your website while improving site navigation enhances user experience and helps search engines index your content more efficiently.”
If you want to increase your chances of being cited in AI-powered searches, Thrive’s Demand SEO Strategist Don Gruspe explains why structure matters:
“Breaking up your content with descriptive headers and organizing information in a logical flow helps AI models better understand and reference your work. Front-loading your key information and including a strong TLDR/summary section at the beginning also helps. AI search engines prioritize content that quickly gets to the point and demonstrates expertise upfront.”
3. Build a Strong Backlink Profile
Quality backlinks still matter in ChatGPT SEO, Bing SEO and any other search tool. Create valuable content that others want to link to and reach out to reputable sites. This builds your credibility with both traditional and AI-driven search engines.
4. Optimize for Featured Snippets
AI tools often prioritize content that provides direct, easy-to-scan answers. Use bullet points, proper headings and text fragments and provide concise explanations to increase your chances of being highlighted in featured snippets.
5. Use Long-Tail Keywords
Include long-tail keywords that match natural user queries. These keywords help you connect with niche audiences and improve your relevance in AI-driven searches.
6. Improve Technical SEO
Technical SEO ensures that an AI search engine can efficiently crawl, understand and rank your content. Make sure your content is easy to navigate, mobile-friendly and quick to load.
7. Invest in Online Reputation Management (ORM)
Maintain a positive online presence so any AI search engine finds favorable information about your brand. Regularly monitor reviews, social media and forums and address negative feedback promptly. Highlight the best aspects of your brand to ensure your online reputation remains strong and trustworthy.
8. Address User Intent
AI-driven searches aim to provide direct answers, so structure content to address common questions directly. Use simple language and add summary sections to highlight key points. Featured snippets and FAQs help target these searches.
The Future of Search and SEO With AI: Should You Be Worried?
Many brands, businesses and digital agencies are now wondering: Will ChatGPT Search impact my search performance? The short answer is yes.
Generative responses and AI-driven search results are reshaping how users find information, arguably more than any other search innovation since Google’s Panda Update.
Search Engine Land takes a cautious stance on AI’s SEO impact. They note that AI is expected to boost the volume of searches dramatically, but it could also cause a 60% decrease in average click-through rates (CTR).
This, in turn, may lead to a 30% reduction in organic traffic across websites.
While these changes seem alarming, there is a silver lining:
“AI-driven tools are changing SEO, but they also bring new opportunities. […] Instead of seeing AI as a threat, it’s better to view it as a tool for understanding user intent and creating more engaging, relevant content,” Romero said.
Want To Be Featured in ChatGPT’s Search Results?
With AI search evolving at lightning speed, securing a presence in these generative results is more important than ever.
Thrive’s Generative Engine Optimization (GEO) services are designed to help you stay updated with SEO trends and changes. Our team of professionals ensures your content is not only discovered but ranks well, too, in AI-powered searches like ChatGPT Search and Google AI Search.
How We Make It Happen
• Generative AI Research & Analysis: Uncover SEO trends and audience insights to craft data-driven strategies that enhance your visibility in AI-driven searches.
• AI-Optimized Content Writing: Create content that establishes E-E-A-T (experience, expertise, authoritativeness and trustworthiness), resonates with your audience and aligns with AI search algorithms.
• Keyword Research and Optimization: Identify and optimize high-impact keywords to ensure your content ranks well in generative AI and traditional searches.
• Creative Media Production: Produce engaging videos, graphics and interactive content to increase your chances of appearing in AI-generated responses.
• Online Review Generation: Generate positive reviews across platforms to boost your credibility and visibility in generative searches.
• Link Building: Build strategic partnerships and create valuable content to naturally attract authoritative backlinks and enhance your site’s authority.
• User Behavior Analytics: Analyze user behavior to make targeted improvements that boost visibility, engagement and conversion rates.
• User Experience Testing: Test your website to ensure it delivers a seamless experience, helping you rank higher in generative searches.
• Technical SEO: Implement speed optimization, SEO audits and structured data to meet the technical requirements of AI-driven search engines. We specialize in Bing SEO optimization, ChatGPT for SEO and more.
AI-powered search is evolving day by day – don’t get left behind. Talk to our experts today.
