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The SEO landscape is evolving rapidly and AI search is leading the charge.
With ChatGPT’s new search functionality posing a serious challenge to Google, the way content is ranked and discovered is being redefined.
ChatGPT search doesn’t just show links. It analyzes 12 results to generate responses, creating a new playing field for content creators.
Let’s explore what ChatGPT search means for your content strategy, how it compares to Google, and how you can adapt to rank at the top.
1. ChatGPT search results are different from Google and Bing
Initially, many thought that ChatGPT search would directly pull results from a single search engine, summarizing and returning the results to the user, but this is not the case.
Just look at the results of each search engine for the search query [best ebike 2024].
Google:
Binding:
ChatGPT search:
Although there is some overlap in the results, the overall rankings do not agree.
In terms of similarity, ChatGPT search results appear closer to those of Bing. That’s because ChatGPT search uses Bing’s search index while customizing the trusted media sources it draws from.
2. ChatGPT search favors long-form content over branded product pages
When I searched [long range ebike] in ChatGPT, I expected our brand to appear in the results, especially since we had ranked in the top 3 for that keyword on Google.
However, despite our good positioning on Google, our site was not referenced.
The good news? No other brands were listed either – not a single one.
Instead, ChatGPT search systematically extracts long articles in list form, summarizing information from three main sources:
These sources share the following characteristics:
- Long text.
- High authority sites (these sites already rank well for many keywords on Google).
- Not brand sites, but rather review or content sites.
ChatGPT research does not appear to trust promotional claims from brand sites, but instead relies on in-depth, in-depth content from authoritative media outlets.
Collaborate with trusted specialist and authoritative media outlets to get honest reviews and get your products on their ranking lists.
Dig Deeper: ChatGPT research: does it deserve the fanfare?
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3. Local SEO and reviews in ChatGPT search
If you operate a local business, there is great potential here.
For local queries such as “best restaurants in London”, ChatGPT does not display ads. It simply ranks the best businesses based on factors like reviews and location.
If you do a similar search on Google, you will likely see this type of result:
However, in the ChatGPT search, the results look like this:
For these localized searches, the importance of Google Maps is highlighted.
ChatGPT searched for 12 results but didn’t reference any of them – it only showed Google Maps.
Local brands that focus on Google Maps rankings and maintain positive reviews will see this benefit amplified in ChatGPT search.
To rank well in local searches, you need lots of genuine, positive Google reviews. This is the key to reaching the top.
4. Without ad competition, the focus is on brand mentions
ChatGPT search does not display advertisements, so all content displayed is purely organic.
This is ideal for businesses that rely on organic rankings. It also benefits SEOs by simplifying the path to pure organic traffic.
However, ChatGPT does not generate website clicks. Users who turn to ChatGPT search likely want to avoid Google’s click-and-filter experience and are looking for direct answers.
For brands, optimizing for ChatGPT means focusing on brand mentions and accurately conveying brand value.
The objective is not to generate traffic but to maximize exposure and offer real solutions.
For example, a search for [best ebike brand 2024] could showcase your brand along with the reasons for the recommendation. It would be like ChatGPT directly promoting your brand.
When users trust ChatGPT, they also trust your brand. It’s comparable to receiving an endorsement from an authoritative media source.
ChatGPT search presents both challenges and opportunities for SEOs. If you think AI search will gradually reduce Google’s market share, it’s a good idea to start paying attention and position your brand accordingly.
Dig Deeper: How to Implement Generative Engine Optimization (GEO) Strategies
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