OpenAI has launched a new search feature integrated into ChatGPT, offering a fresh approach to online search by combining AI capabilities with web browsing. Available exclusively for Pro users, ChatGPT Search draws from various sources, including websites OpenAI has partnerships with and Bing search results, elevating it beyond traditional search engines. As marketers, understanding how to get your business featured in these results is vital, marking a new era in Search Engine Optimization (SEO), now termed Generative Engine Optimization (GEO).
A Closer Look at ChatGPT with Search
What is ChatGPT with Search?
ChatGPT Search is an advanced feature embedded in ChatGPT, utilizing the power of AI to fetch and present information from the web. Although currently available for paid users, it showcases the potential to redefine how searches are conducted online. This tool integrates seamlessly with the existing capabilities of ChatGPT, bringing rich content directly from a variety of online sources.
The key word here is variety. Chat GPT does not just give you a single, simple answer to a question, but instead gives you a content-rich answer and references the websites from which it got the answers.
How Does It Work?
All you have to do to activate the search feature in Chat GPT is click on the small globe icon to the left of the text input (you have to be a Chat GPT paid user to use it though).
Upon using this feature, users will notice the search integration directly within the ChatGPT interface. By providing answers sourced from numerous publications and third-party search providers (like Bing), ChatGPT Search offers a depth similar to traditional search engines. Users can engage with the results by clicking on sources and viewing additional references in a side panel, providing a comprehensive search experience.
Local and Complex Search Abilities
A standout feature is ChatGPT’s ability to handle local and complex queries. While it shows capability in identifying local businesses, such as hair salons, and providing detailed product recommendations like skincare brands, its precision can vary. It shines, however, in handling complex queries like historical sports standings, offering a level of detail not typically seen in older search engines.
Standing Out with Generative Engine Optimization (GEO)
In terms of optimizing for GEO, not much has changed compared to traditional SEO strategies.
As search paradigms shift, marketers must adapt by focusing on Generative Engine Optimization (GEO). GEO involves optimizing your content to be featured favorably by AI-driven search engines. Here’s how to position your business for success:
1. Optimize for Traditional Search Engines
Ensure that your website ranks well on traditional platforms like Google and Bing, as these form the backbone of AI-enhanced search results. This involves traditional SEO practices such as keyword optimization, creating quality content, and fostering genuine backlinks.
2. Publish Unique and Valuable Content
Publishing content that offers unique perspectives, insightful data, or proprietary insights is crucial. Generative engines reward websites that provide distinct and non-duplicable information, increasing your chances of being recommended.
3. Tailor Content for AI Tools
There’s a nuanced art to creating content that resonates with AI-driven search tools. While exact strategies can vary, it generally includes ensuring clarity, relevance, and alignment with what AI models are trained to prioritize.
4. Engage in Content Marketing and Digital PR
Boost the presence of your business across the internet through strategic content marketing and digital public relations efforts. The more your business features in digital conversations, the better the AI models will understand your brand.
Chat GPT Search Results VS Google Search Results
How do Google search results compare to Chat GPT Search with the same exact query: “Hot to do SEO?”.
Speed and Response:
Google: Provides instant results from a broad array of sources, often including links and images.
ChatGPT: Matches Google’s speed but delivers information in a friendly, conversational format that feels more personal and engaging.
Winner: ChatGPT for its user-friendly, conversational style.
Quality and Accuracy:
Google: Often requires users to browse multiple sources for comprehensive answers, with a mix of authoritative and ad-driven content.
ChatGPT: Delivers direct answers with a “Sources” icon, saving time by providing clean, ad-free summaries.
Winner: ChatGPT for precision and convenience.
As you see in the image above, Chat GPT does not provide you with promotional responses resulting in 1) more room for organic results, and 2) more quality responses for the users.
Real-Time Updates:
Google: May redirect users to other sites (e.g., Yahoo Finance) for up-to-date details.
ChatGPT: Instantly provides real-time updates and news without requiring additional clicks.
Winner: ChatGPT for direct and timely answers.
Overall Perspective
For the Average User: ChatGPT is a compelling alternative to Google, providing direct, ad-free answers and a clutter-free experience. It saves time and feels more personal and intuitive. This approach can make everyday search tasks, from checking the weather to reading news, quicker and more enjoyable.
For Marketers and Business Owners: ChatGPT’s strengths—direct answers, privacy, and real-time updates—highlight an emerging trend in search preferences that prioritizes user experience over traditional ad-based revenue. For businesses, it suggests a future where consumer trust may align with ad-free, user-friendly platforms, pushing companies to consider more transparent and user-focused search and content experiences in their digital strategies.
Conclusion
The introduction of ChatGPT’s search feature is a pivotal moment in the search landscape. While still catching up to other AI-powered search solutions, it promises enhanced query handling through AI sophistication. For marketers, embracing Generative Engine Optimization (GEO) is essential. By keeping up with these systems’ intricacies and tailoring content for AI interfaces, businesses can leverage this technology for better visibility and user engagement.
FAQs
1. What is Generative Engine Optimization (GEO)?
Generative Engine Optimization is a practice designed to optimize content specifically for AI and generative search engines, ensuring your website ranks well in search results produced by technologies like ChatGPT.
2. How can my business benefit from ChatGPT with Search?
By optimizing your content for AI-driven search frameworks and engaging in robust content marketing, your business can gain increased visibility and reach new audiences through platforms like ChatGPT.
3. Is ChatGPT with Search available to all users?
Currently, the ChatGPT with Search functionality is only available to Pro users of ChatGPT, meaning it requires a paid account to access.
4. How accurate is ChatGPT’s local search feature?
While ChatGPT with Search attempts local searches, its accuracy can vary. It might not always pinpoint exact locations but strives to provide relevant local results.
5. Are traditional SEO methods still relevant?
Yes, traditional SEO remains foundational. Ranking well in established search engines is still crucial as many AI engines rely on such data for building their search results.
