In July 2024, OpenAI, the company that introduced ChatGPT, launched a prototype AI-powered search engine called SearchGPT. The aim? To compete with Google in the field of online search. However, since this is new technology, early user feedback and tests reveal that this new search engine still requires some fine-tuning.
As AI continues to enhance user experiences, many are now questioning which areas businesses should prioritize for effective search engine optimization (SEO).
Is it time to shift our focus away from Google SEO and optimize for AI search engines?
In this blog post, we’ll cover:
• Understanding SearchGPT and Its Role in Search Queries
• How SearchGPT Works
• Distinctions From Traditional Search Engines Like Google
• SearchGPT vs. Google
• SearchGPT vs. Perplexity
• Key Differences Between SearchGPT and Google’s Algorithm
• How SEO Strategies Differ for SearchGPT and Google
• 6 Tips for Optimizing for SearchGPT
Understanding SearchGPT and Its Role in Search Queries
SearchGPT, an AI-driven search engine based on the advanced technology of GPT-4 models, leverages advanced natural language processing and conversational AI.
Unlike traditional search engines and Google SEO, which primarily rely on keyword optimization and matching as well as link analysis, this new search engine aims to understand user intent and context, providing more personalized and conversational results.
Image: SearchGPT Search Results, Source: OpenAI
The designers say it has the ability to organize and interpret information available on the web. This feature is particularly useful for users looking for short descriptions or detailed summaries of items they searched for online.
These contextual summaries are displayed directly on the results page, enhancing and streamlining the user experience by providing quick, relevant information.
How SearchGPT Works
This new search engine is currently running as a temporary prototype with a limited number of users. Soon, its features will be integrated with ChatGPT, which will give the AI tool a better process of performing real time web searches.
As mentioned, SearchGPT operates with the GPT-4 family of models, featuring the latest language processing capabilities. These models have been trained using massive amounts of textual data, allowing the new AI-powered search engine to analyze user input, analyze conversations, interpret meaning and then generate text in a highly conversational format.
Image: Perplexity AI Search Interface. Image Source: Perplexity
Users report that it is able to generate contextually relevant responses. This AI-based approach allows it to deliver information in a more human-like manner, focusing on the nuances of language rather than solely on specific keywords. Simply put, it engages users in dialogue and seeks to answer queries effectively, making it a powerful tool for information retrieval.
According to an SE Ranking study, the results produced by SearchGPT are 73% more similar to the results produced by Bing and only 46% similar to Google search results (Search Engine Journal, 2024).
This new approach to search strategies also opens up opportunities for other domains looking to gain some traction. The same study also points out that 26% of the ranking URLs in SearchGPT often get no traffic from Google, which helps to level the playing field for these digital assets.
Distinctions From Traditional Search Engines Like Google
While Google remains the industry leader in search, its algorithm prioritizes factors such as backlinks, keywords and user experience.
In contrast, SearchGPT emphasizes contextual understanding and user intent, allowing it to provide tailored results that resonate with users’ needs. This shift presents both opportunities and challenges for business owners navigating the world of SEO.
If you’re looking to optimize your digital assets, you need to understand some of the unique features of SearchGPT.
OAI-SearchBot
This bot is SearchGPT’s content crawler, which is at the core of its technology. This is one of the web crawlers used by OpenAI to perform the actions triggered by user requests when they interact with ChatGPT and other products. Webmasters can manage how these bots work with their site’s content using robots.txt.
OAI-SearchBot is used for online searches, surfacing and linking to websites in search results. Note that according to OpenAI, this bot does not crawl a site’s content to train generative AI models.
However, there was some pushback when some news channels and major websites blocked OAI-SearchBot amid privacy concerns. Nevertheless, the consensus among webmasters is that it is best not to block OAI-SearchBot so that websites can be indexed in the new search engine.
Clear Attribution
OpenAI collaborates with third-party partners gaining access to direct content, ensuring that the information displayed in its search engine remains current. It allows for clear attribution of sources, making the data more transparent, which solves one of the issues with AI-generated content. Users can check the authenticity of the information through the attributed links provided by the AI-based search bot.
Real-Time Search
One of the innovations introduced in this AI search engine is its access to real-time information. This overcomes one of the issues that users have with ChatGPT regarding outdated data. Since the new search engine performs actual searches online, its responses are based on the most current information available.
Given these features, SearchGPT, users can expect the following from this new AI-powered search engine:
• Interactivity: This search engine allows users to ask follow-up questions to their original query, making the experience more interactive. It’s more than just a search but an ongoing conversation, which is pretty much like ChatGPT where the topics can build one on top of the other.
• Visual Responses: This is an innovative feature introduced in this search engine, which includes AI-generated videos and other visual responses. This feature is said to come along with textual answers provided by the search engine. The details are still sparse but this is turning out to be quite an interesting feature to enhance user experience.
• Sidebar: This search engine features a sidebar that contains additional links to search results along with expansions to search options, giving users quick access to content related to their search queries.
• Organized and Clear Responses: This search engine goes beyond just listing links to potential sites that contain answers to your queries. It organizes its responses in a comprehensive manner with short descriptions and summaries.
SearchGPT vs. Google
So, how does SearchGPT compare to Google? Each search engine offers unique features and a different user experience. Consider the following from a user review and study conducted by Content Whale:
| Answer Type | Conversational, direct answers | List of links, structured snippets |
| Search Personalization | Minimal, based on query context | Highly personalized based on search history and behavior |
| Advertisements | Ad-free experience | Contains ads in search results |
| Handling Complex Queries | Limited depth; struggles with layered queries | Excels at handling complex and multi-source queries |
| Real-Time Search | Limited real-time updates | Superior real-time search capabilities |
| User Experience | Clean, user-friendly design without distractions | May overwhelm users with ad clutter |
| Content Index | Narrower web index; less comprehensive results | Vast web index; provides extensive information |
| Strengths | Quick, concise answers; good for straightforward queries | Comprehensive results; handles in-depth research well |
| Weaknesses | Limited for detailed queries; struggles with nuance | Can create filter bubbles; challenges with natural language |
Perhaps one of the biggest improvements to user experience here is the fact that SearchGPT, in its pilot version, is in the fact that organic search results don’t come with ad clutter. The concise answers are very useful for simple queries, but if you’re looking for more in-depth answers, Google still provides far superior results.
SearchGPT vs. Perplexity
Perplexity AI is probably one of the closest competitors for SearchGPT as far as AI-based search engines can go. However, one criticism leveled against Perplexity is its lack of attribution, which the OpenAI model overcomes by being more transparent.
Consider the different offerings of these two AI search engines:
| Type of Responses | Concise, contextually rich answers | Detailed, referenced answers with summaries |
| User Interface | Simple, clean interface similar to ChatGPT | User-friendly with interactive elements |
| Real-Time Information | Provides up-to-date web search results | Real-time data retrieval with sources |
| Conversational Abilities | Focused on brief, fact-based interactions | Capable of longer conversations, maintaining context |
| Strengths | Contextual understanding, personalized responses | Summarizing complex topics and detailed explanations |
| Weaknesses | Limited in-depth analysis for complex queries | Less personalized for nuanced responses |
| Language Models Used | Utilizes GPT-4o for advanced processing | Uses Claude 3.5 Sonnet and supports various models |
| Pricing | Not publicly available yet, expected to be around $20/month | Free version available; Pro plan at $20/month |
| Best Use Cases | Good for complex queries and exploring topics | Best for quick academic research and straightforward fact-checking |
Many users appreciate Perplexity AI’s ability to quickly and accurately retrieve information, summarizing relevant data where needed. However, product testers find that SearchGPT can deliver more comprehensive responses and even provide detailed explanations.
The user interface between these two search engines is on equal footing, but Perplexity seems to be more search-engine-like since SearchGPT feels more like a chatbot than a search engine.
Both platforms give you access to industry knowledge, giving you the ability to produce reports using relevant data, and they are on the same level when it comes to pricing. However, if you’re looking for more in-depth analysis of the data you’re getting, then SearchGPT has more to offer.
Key Differences Between SearchGPT and Google’s Algorithm
SearchGPT uses conversational AI, which is a key difference in how it generates results. Google, on the other hand, produces results based on certain ranking factors such as keywords, backlinks and overall user experience. Here are a few things to note when making algorithm comparisons and SEO best practices:
Result Generation Process
The way SearchGPT and Google generate results is fundamentally different. SearchGPT relies on conversational AI to create responses based on the user’s query and context.
In contrast, Google employs a complex algorithm that analyzes various ranking signals, including backlinks and content quality. This difference in approach can lead to varying search results for the same query.
It also gives Google the upper hand since it can get into the details and provide other information related to the original query.
Ranking Factors
Google’s algorithm considers multiple factors, such as the authority of backlinks, keyword placement and overall user experience. These elements are critical for businesses seeking to improve their rankings.
On the other hand, SearchGPT focuses on understanding the user’s intent, making it essential for businesses to adopt a more conversational and context-driven approach in their content strategies.
Example Comparisons of Search Results
As an example, a query about “best marketing strategies” might yield a list of articles from Google based on the SEO performance of various pages.
On the other hand, SearchGPT could provide a personalized response, incorporating recent trends and tailored advice. This distinction highlights the importance of adjusting content strategies to align with the respective search platform.
How SEO Strategies Differ for SearchGPT and Google
While the context of the query is at the heart of focus in AI search engines, that doesn’t mean backlinking, keyword optimization and research and other content optimizations are no longer relevant. These strategies remain key in the evolving future of SEO.
Traditional SEO Tactics
Businesses have long relied on traditional Google SEO tactics, such as keyword research, backlinks and content optimization, to enhance their visibility. These tactics remain relevant for Google, where effective SEO can significantly impact organic search traffic and conversions.
Evolution of SEO for SearchGPT
As SearchGPT gains traction, businesses must evolve their SEO strategies. Content should be tailored to accommodate conversational queries, emphasizing context and intent. This approach encourages businesses to engage users meaningfully, addressing their specific needs and providing valuable information.
Monetization
For the time being, SearchGPT remains free while it’s still in the beta testing phase. However, if we consider the long term, OpenAI needs to find ways to monetize it. As mentioned earlier, there is a plan to offer this service for a basic fee.
Another avenue that the creators of this search engine can potentially open up to is ads and partnerships with interested parties, which can lead to the commercialization of search services. This, however, requires careful consideration because one of the features that users like about SearchGPT is the absence of ads, which can distract users. Adding ads to the search results may reduce the quality of user experience.
6 Tips for Optimizing for SearchGPT
At the heart of search engine optimization for SearchGPT is the focus on crafting engaging and conversational content that resonates with users. Utilizing schema markup and structured data can also enhance the understanding of content by AI-driven search engines.
Consider the following when optimizing for AI-based search engines:
1. Craft Engaging, Conversational Content
There are two approaches that content creators can take when optimizing their digital assets:
• Focus on User Intent: Understanding user intent allows site owners to create content addressing specific questions or pain points users may have. This involves using natural language and a conversational tone, which resonates more with users and AI-driven platforms like SearchGPT.
• Use Storytelling: Incorporating storytelling elements can enhance user engagement. Share relatable anecdotes or case studies to connect with your audience on a personal level.
2. Utilize Schema Markup and Structured Data
Search engines need help understanding your site’s content. Here are a couple of ideas for content SEO optimization you can use for SearchGPT:
• Improve Content Contextualization: Schema markup helps search engines understand the context of your content better. This could include marking up articles, products, events and more. The more information is provided to SearchGPT, the better it is at providing more relevant responses
• Enhance Visibility: Structured data can lead to rich snippets, which not only improve visibility but also enhance click-through rates. These elements provide users with more informative previews of your content
3. Incorporate Multimedia Elements
Site owners also need to work towards including more visual elements in their digital assets to leverage SearchGPT’s visual capabilities.
• Use of Images and Videos: Incorporate relevant images, videos and infographics to enrich content optimization. SearchGPT and similar AI tools can pull from various content types, making your content more engaging
• Visual Storytelling: Combining visual elements with written content can help convey complex information in an easily digestible format. This approach enhances user understanding of your content and improves engagement
4. Focus on Contextual Keywords
Keyword optimization remains a key strategy with AI powered search engines. Leverage keyword research tools while putting a heavier emphasis on context to match the user intent.
• Long-Tail Keywords: Rather than targeting generic keywords, focus on long-tail keywords that reflect how users are likely to phrase their queries. This aligns better with SearchGPT’s ability to understand user intent and context
• Semantic Variants: Include synonyms and related terms to help the AI understand the topic comprehensively. This makes it easier for SearchGPT to generate relevant responses based on your site’s content.
5. Encourage User Interaction
Think along the lines of an ongoing conversation when crafting user experience with SearchGPT. Interactive content will be a leading factor for optimization in the future of SEO.
• FAQ Sections: Create a Frequently Asked Questions (FAQs) section as part of your SEO best practices. It directly addresses common queries in your niche. This not only enhances user engagement but also serves as a resource for SearchGPT to pull information
• Interactive Content: Incorporate polls, quizzes or feedback forms in your SEO optimization strategy. This helps to encourage user interaction and can provide valuable data on user preferences and help refine future content.
6. Monitor Trends
SearchGPT and other AI search engines are still growing, which is why webmasters need to monitor ongoing technology and industry trends and developments.
• Stay Updated: Keep an eye on emerging trends in your industry and adapt your content strategy accordingly. SearchGPT may prioritize trending topics, making timely content creation crucial
• Analyze Performance: Use analytics tools to track your content’s performance on AI-driven platforms. Understanding which pieces resonate most with users can guide future content development.
Keep Abreast of the Latest Search Technologies
SearchGPT and other AI-based search engines are the next phase in organic search optimization. These new technologies will create market disruption and change SEO optimization best practices and strategies.
Stay ahead of the latest trends with expert guidance from Thrive Internet Marketing specialists. We have helped businesses stay ahead with the latest technologies since 2005.
Contact our team today to future-proof your business with cutting-edge tools and strategies.
