The short answer: Search GPT will not be replacing Google in the near future, but it will redefine online search through an approach centred on AI and content relevancy. To stay competitive, you should adapt your strategies by prioritizing content that is clear, up to date, and enriched with opinion and reliable sources.
With the arrival of Search GPT, there’s a new player in the game of transforming online search. The goal of this ambitious search engine, created by OpenAI, is to compete with Google using artificial intelligence to suggest results that are even more relevant and useful.
In this article, I’ll be sharing my impressions of Search GPT and the lessons we’ve learned through our testing of it. So what distinguishes this technology from Google and Bing, and what challenges will it need to overcome to change our current search habits? Let’s learn about the advantages and drawbacks of this future competitor.
What is ChatGPT search (CGS)?
CGS is OpenAI’s new search engine. OpenAI’s ambitions for this product seem clear: to compete with Google by using AI to overcome Google’s main problem, which is the usefulness of its content. CGS was designed to employ traditional search engines like Google and Bing to find more reliable sources of information.
The observation that the technology is based on is also clear: Searching for information on Google has changed a lot. More and more sites are manipulating the algorithm with superficial, low-relevance content to capture a large share of traffic.
Is ChatGPT search the answer?
Yes and no. CGS brings an innovative perspective to search, but it’s the habits of users rather than the tools themselves that create actual revolutions. And changing people’s search habits will be a real battle for OpenAI!
In addition, the performance of CGS still leaves something to be desired on a number of levels… but in which areas exactly? Let’s take a closer look at the differences between Google, Bing, and Search GPT to arrive at a better understanding of the issues involved.
What are the differences compared to Google and Bing?
In terms of criteria for evaluating websites, ChatGPT search does not take into consideration a number of essential indicators that are considered by other search engines, such as:
- user interactions (bounce rate, click-through rate, scroll rate…)
- loading time (no Core Web Vitals for Search GPT)
- backlinks (it’s hard to track this metric for Search GPT)
In the end, these indicators are tracked indirectly since the CGS algorithm knows the ranking of different sources in Google and Bing.
Differences in user experience
Google has been around for many years. During all of that time, one of its main focuses has been to improve user experience. For this reason it’s more enjoyable to do a search on the American elections on Google 👇
❌than it is on ChatGPT search
How does ChatGPT search work?
It’s essentially based on content, semantic proximity to the request, and the originality of the information.
In response to the question “What is most important to your algorithm?” the response from ChatGPT was 👇
The results and sources in ChatGPT Search are selected using an automated process based on several steps to guarantee the relevancy, reliability, and recency of the information provided. Here’s how it works:
1. Search via a Search Engine
- When a query is performed, ChatGPT uses external search engines (like Bing, Google, and others) to retrieve relevant webpages.
- The search engine returns a list of links to relevant webpages.
2. Initial Filtering
- Results are automatically filtered based on criteria such as:
○ Relevance of keywords in relation to the question asked.
○ Reliability of the source, based on algorithms that prioritize recognized, credible websites.
○ Recency of information, especially on time-sensitive topics such as those in the news.
3. Extraction of Data
- ChatGPT can extract information directly from the selected pages.
- Structured data or more relevant passages are used to respond to the query.
These differences from other algorithms as well as the way ChatGPT search works in general explain why certain results that are in the top 10 on CGS are ranked in the 50th position on Google.
Our tips for optimizing your pages
Less is more
The clarity and conciseness of the answer to the question is key. Just as you would optimize a page for position zero in SEO, providing a quick answer on a page followed by more details further down the page is a best practice you should be following.
Addressing subtopics
You need to exhaustively address the subtopics that surround the page’s main topic. This recommendation is in line with the need to properly structure your pages with h2 and h3 tags to demonstrate your expertise.
Integrate your opinions
To lend a new perspective on a topic, add your own opinions—this should be a primary focus. Use phrases such as 👇
- Based on experience…
- According to our tests…
- We have noticed…
Provide reliable sources
While backlinks don’t count in Search GPT, source citations do. To improve value as perceived by the algorithm, it’s essential to understand that you must cite reliable resources.
- According to this study…
- Here’s an explanatory video on…
- This tweet from [reliable resource] shows that…
Show the recency of your info
Recent, updated information is always preferred by ChatGPT search. Here are a few things you should keep in mind:
- Include the date on which your articles and pages were updated, not just the date they were published.
- Use phrases such as “According to a recent study,” “New sources confirm that…”
Following these principles also enables you, in theory, to better position yourself on Google, so why not implement them?
In short
Search GPT is a bold step forward in the world of online search, but the road to deposing Google is full of pitfalls. Given the major challenges related to user search habits and providing a stimulating reading experience, there’s still some way to go before it can entice a mass audience. One thing is certain: The battle to win online search has only just begun, and it’s in brands’ best interest to adapt today to these new dynamics.
Ready to rethink your content strategies? 🚀
