OpenAI rolls out ChatGPT search!

In March 2024, Sam Altman, CEO of OpenAI, indicated in an interview with Lex Fridman that he was not enthusiastic about building a search engine like Google. However, he did see opportunities in combining AI with online search, something no one has yet fully realized. On Oct. 31, 2024, OpenAI looks to make that vision a reality with the launch of ChatGPT Search. The question is: Will this cause us to search in a different way?

ChatGPT Search: How does it work?

ChatGPT Search is a new feature that allows users to find information directly online, without the familiar Google ads and long lists of search results. Where Google often displays an extensive list of clickable links, ChatGPT Search provides a clear answer immediately. This ensures that you get the information you are looking for faster and without distraction, plain and simple.

ChatGPT Search's capabilities go beyond text. For example, the platform supports up-to-date information such as stock quotes, complete with interactive charts that can be viewed in detail. The new Chrome extension also allows users to enter search queries directly into the browser, after which ChatGPT Search provides immediate answers in a convenient overlay window. This seamless interaction makes search not only faster, but also more accessible for everyday use.

What does ChatGPT Search mean for SEO?

ChatGPT Search operates without ads, providing a different experience than search engines such as Google, Bing and Yahoo, which rely largely on ad revenue. Google, for example, derives 75% of its revenue from ads. With the rise of AI-driven search methods, the demand for alternative ways of searching is growing, which can affect how companies are visible to their target audience. This requires a customized strategy to continue reaching customers effectively.

Companies that previously relied on Google traffic can use ChatGPT Search to rely on visitors who are already better informed before they arrive at the website. This change is likely to affect not only the quantity but also the quality of traffic to websites. The targeting of AI search engines like ChatGPT Search provides users with answers based on their specific questions, meaning that visitors typically have more background information about your company or services before they even reach your website.

AIO: The key to visibility in AI search engines

The rise of AI search engines such as ChatGPT, Claude, Perplexity and Gemini presents new opportunities and challenges for content marketing and SEO. Whereas traditional SEO focuses primarily on findability within Google, AIO (AI-optimized) content specifically targets AI platforms. AIO goes beyond keyword optimization; it is all about context and relevance so that companies are not only visible, but also maintain their visibility within the AI search environment.

At NXTLI, we are exploring the potential of AIO strategies to better align content with AI search engines. In addition to focusing on Google, we are working on ways to develop content strategies that can also be effective within emerging AI search channels. Want to learn more about AIO? Then read our article on it.

Google's position in an AI-driven world

Google has some significant advantages with its vast dataset and market dominance, but the company faces the challenge of staying competitive. Google is likely to increase its focus on AI-driven and personalized search results to strengthen their current position. Nevertheless, it remains uncertain whether this will be enough to surpass the success of alternatives such as ChatGPT Search.

Google has a strong position, and many people will continue to use Google out of habit. Yet the demand for ad-free and user-friendly search options continues to grow, increasing the pressure on Google to innovate its technology. Meanwhile, OpenAI, with its alternative approach, could potentially gain a stronger market position and become a serious competitor to Google.

What does ChatGPT Search mean for businesses?

It is more important than ever to write content that truly connects with what the searcher wants to know or find. The rise of new AI search engines such as ChatGPT Search requires an approach in which content is clear, relevant and valuable. While Google still plays an important role, strong content strengthens your position on all platforms and ensures that you are providing the right answers to your target audience's questions wherever they search. Need help with that and want to spar with us to hone your content strategy? Then get in touch with us.

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