Open AI just launched its own search experience: SearchGPT. Find out what this means for your business and how to prepare.
You’ve probably heard of ChatGPT, the chatbot powered by artificial intelligence launched by OpenAI. You can ask ChatGPT a question, and machine learning will pump out a conversational response.
Now, OpenAI has announced the roll-out of SearchGPT, a real-time web search feature within ChatGPT that offers live news and data from verified sources.
If you’re marketing and advertising your business via search platforms like Google or Microsoft Bing, you might already have a few questions popping into your head like “how does SearchGPT work?” or “how will SearchGPT impact the paid and organic search spaces?” We’ve got you covered with answers to all that and more in this complete SearchGPT breakdown.
SearchGPT is an AI-powered search engine that turns answers to ChatGPT user queries into conversational responses based on real-time information from across the web—similar to Google’s AI Overviews. Currently, only ChatGPT Plus and Team users can opt to try ChatGPT search, but there is a Chrome extension also available, and it will eventually roll out to all users.
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Should you try using SearchGPT (when you get the chance)? Here are some of its pros and cons.
SearchGPT can offer direct, concise, and relevant answers to questions rather than just providing a list of links like the traditional search experience. However, it also displays a sidebar with links to the original sources used to generate responses for fact-checking, and users can ask additional follow-up questions for a more interactive search experience.
We know that AI isn’t perfect, and SearchGPT is no different. For example, the quality of SearchGPT responses is still going to depend on the AI prompt that the user inputs. So far, SearchGPT answers tend to be lengthy, so this solution may not make the cut for a quick, one-sentence answer to a question. Plus, like with any AI-powered output, you still need to fact-check the answers and sources provided to be absolutely sure you’re getting the right information.
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If you’re wondering how SearchGPT differs from the typical search experience, here is how it compares to top search platforms such as Google and Microsoft.
So far, the search marketing and advertising community has predicted that SearchGPT will outperform AI Overviews (AIO) on Google. To start, SearchGPT is naturally much more conversational than AIO. It’s also more transparent in the sources it cites with the full sidebar display rather than the link icons Google uses in AIO.
When it comes to the traditional search experience, it’s too early to tell how SearchGPT can compare, especially when searching for local businesses or running ads. For now, we know that ChatGPT search currently has a somewhat limited local search experience, and it will actually direct you to Google Maps if you explicitly ask it for a result on a map.
Bing also has a conversational AI solution, Microsoft Copilot, which integrates with Bing search. One of the main differences is that Copilot does include some shopping features and capabilities, so unlike SearchGPT, users could make purchases directly from Bing’s AI search solution.
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As more options for browsing the web, like SearchGPT, arise, be open to opportunities for your business to reach customers beyond traditional Google or Microsoft Bing searches. You may want to consider what types of key topics and questions your target market has, rather than solely focusing on transactional keywords.
As for ChatGPT search and PPC, it’s too soon to know how it will treat ads or how SearchGPT will determine which content to display. OpenAI has suggested that ads could become a part of the platform in the future, but instead of traditional text ads, some sources expect there to be multimedia and conversational ads tailored to the user’s search journey.
However, prioritizing user-friendly, helpful content and following best practices will likely set you up for success in the long term. SearchGPT seems to favor relevant, up-to-date, authoritative content that includes a variety of media beyond just text, like images and videos.
At the end of the day, no matter the platform, your website’s high-quality, engaging, and media-rich content will be at the top of your potential customer’s results.
Time will tell if SearchGPT is going to change the search landscape for the better or for the worse. While we wait on more to come, try being open to a variety of marketing channels, including ChatGPT search, to attract customers and optimize accordingly. For more help navigating major digital marketing landscape changes like this one, see how our solutions can help your business grow its search strategy.
