On 31st October, 2024, OpenAI launched the ChatGPT Search engine, getting in competition with the likes of Google, Bing, DuckDuckGo for search dominance.
Now, as a marketer and in SEO, this matters a lot to me.
This makes me question, and un-question, learn and relearn and even apply a few more strategies to win over one more search engine.
You see, for us in the SEO world, AI tools like ChatGPT are both exciting and a bit daunting, especially since these tools are rapidly changing the way people search for information.
With this new feature, ChatGPT doesn’t just remain a chatbot; it becomes a search tool that could potentially transform how users find answers and what that means for organic search results.
As someone who’s been in SEO for nearly a decade, I’ve seen trends come and go, but the shift driven by AI is different.
This is why I am digging into what ChatGPT’s search capabilities might mean for our SEO strategies, looking at both the opportunities and the challenges ahead.
How ChatGPT is Changing User Search Behavior
Let’s start by asking, “Why is ChatGPT so different from traditional search engines?”
Well, ChatGPT provides users with a more conversational search experience. When users type in a query, they’re not just getting a list of links but instead receiving direct, context-aware answers.
Imagine typing, “What are the best SEO practices for an e-commerce site?” into a search engine.
With ChatGPT search, users might get a quick, structured answer with actionable steps—no need to sift through a list of articles.
This is especially impactful when you consider that around 65% of searches are zero-click searches, according to recent studies by Search Engine Land, meaning users get their answers without ever clicking a link.
For us in SEO, this means we need to focus less on just ranking and more on providing unique insights that a conversational AI might pull in as relevant. The days of keyword stuffing are already (way) behind us, but now we’re entering a time when pure intent-based strategies are king.
What’s the Core Impact of ChatGPT Search on SEO?
Let’s talk about the impact.
1. On-SERP Experiences
ChatGPT’s ability to deliver direct answers could reinforce the concept of zero-click searches.
In other words, if a user finds what they need immediately on the SERP, they’re less likely to click on individual links.
And if ChatGPT search answers their question directly in a conversational style, that could mean fewer organic clicks for us.
This doesn’t mean it’s the end of SEO as we know it; rather, it’s a shift. To compete, we need to make sure our content is optimized for visibility in those snippets and that we’re a source ChatGPT “trusts.”
That’s where your site’s authority and relevance come into play.
2. Content Strategy Shift
Another point to consider is the changing nature of content.
Generic content, such as simple FAQs or basic definitions, may no longer draw as much traffic since users can get those instant answers through ChatGPT.
This means we’ll need to focus on more in-depth, unique content—think case studies, detailed how-tos, intent-focused and original research that users can’t find anywhere else.
For example, if you’re working on content for a fashion brand, a straightforward “How to style a winter coat” might be too basic. Instead, creating a content piece like “10 Creative Ways Fashion Stylists are Pairing Winter Coats with Accessories” could offer the fresh insights ChatGPT can’t easily replicate.
3. Rethinking SEO Metrics
As SEO experts, we’ve traditionally relied on metrics like click-through rates (CTR) and bounce rates to measure success.
However, with ChatGPT potentially satisfying users’ intent directly in the SERP, some of these metrics might decline.
We might start focusing more on engagement metrics like time on page and scroll depth, which can give us better insights into whether our content is engaging enough to stand out.
How to Stay Competitive in a ChatGPT-Influenced SEO Landscape?
1. Prioritizing Authority and Trust (E-E-A-T)
With ChatGPT pulling answers from sources it “deems trustworthy,” the concept of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) becomes even more crucial.
This means focusing on building credibility by showcasing real expertise—think about adding author bios, linking to credible studies, and including testimonials.
For instance, if you’re optimizing for a health and wellness brand, including insights from real healthcare professionals can build trust and make your content more authoritative. This could make ChatGPT more likely to cite your content as a trusted source.
#TCCRecommends: Building trust is harder for B2B than B2C or D2C. Here is how to do that.
2. Optimizing for Conversational Search
Since ChatGPT is conversational by nature, content that reflects natural, conversational language will have an edge. This is where incorporating long-tail keywords and questions can help.
Instead of “best exercise routines,” you might want to use “What’s the best daily exercise routine for beginners?” or “How can I start a daily workout routine at home?” These types of queries align better with how people talk and how ChatGPT interprets language.
3. Enhanced Schema Markup
Adding structured data like schema markup helps AI understand the context and relevance of content better.
Schema can help your website stand out in a ChatGPT-driven search environment. Structured data for reviews, FAQs, or how-tos can tell AI that your content has answers for specific queries, making it more likely to be chosen as a source.
What Will Happen to AI-Generated Content with ChatGPT Search?
AI-generated content has become popular as brands look to scale their content output, but ChatGPT search may raise the bar for quality.
As more users rely on ChatGPT for quick answers, AI-generated content needs to be credible, unique, and authentic.
1. Quality Standards Rising
With tools like ChatGPT evaluating information in real-time, the quality of AI-generated content will matter more than ever.
If it’s bland or overly generic, there’s a chance it’ll be deprioritized in favor of more valuable content.
2. Human Oversight is Key
Brands using AI to generate content will benefit from adding a human touch.
Adding unique insights, brand-specific tones, or expert opinions can make AI-generated content feel more authentic and engaging, giving it an edge in AI-driven search results.
3. Staying Relevant with E-E-A-T Standards
Applying E-E-A-T to AI content means balancing automation with expertise.
For example, if AI writes a blog on financial planning, integrating insights from certified financial advisors or actual customer success stories can help create an authentic, trustworthy piece that resonates well with ChatGPT’s algorithms.
How ChatGPT Search Affects Intent SEO and Keywords
Intent SEO is all about understanding why a user is searching for something, not just what they’re searching for.
With ChatGPT, we’ll need to fine-tune our understanding of intent.
1. Intent-Focused SEO vs. Keyword-Centric SEO
ChatGPT’s approach to search means that exact keywords may not be as important as understanding the user’s intent.
Instead of “best coffee shops in New York,” users might now search “Where’s a cozy place to grab coffee in New York on a rainy day?”
To adapt, we need to create content that aligns with a broader intent rather than focusing solely on specific keywords.
2. The Rise of Long-Tail Keywords
Long-tail keywords reflect more precise, intent-driven searches, which are ideal for ChatGPT.
These keywords often align with specific needs, making content more discoverable in an intent-based, conversational search landscape.
#TCCRecommends: A Guide to Google Keyword Planner
3. Emphasis on Topic Clusters
Organizing content around topic clusters rather than individual keywords can make it more relevant.
For example, if you run a cooking blog, create clusters around “Healthy Family Meals” with related subtopics like “Low-Cost Dinner Ideas” or “Quick Prep Healthy Snacks.”
This helps AI understand the depth of your expertise and context around the main topic.
Technical SEO in an AI-Driven World
Technical SEO remains the backbone of effective SEO, even with AI reshaping the landscape.
Here’s how to make sure your site is technically ready.
1. Core Web Vitals
Even with advanced AI search, user experience factors like site speed, interactivity, and stability continue to matter.
Google’s Core Web Vitals report remains a key metric, and optimizing for these indicators can make a difference in rankings.
#TCCRecommends: Why do core web vitals matter?
2. Data Integrity
Accurate data helps AI understand the content better.
For example, using structured data ensures that important information like prices or product details is conveyed clearly, which ChatGPT might use to pull precise answers for users.
Revamping Content Marketing for the AI Era
As AI tools make basic answers easy to come by, creating high-value content will be the key differentiator.
1. Emphasizing High-Value Content
Focus on content that goes deeper than basic answers. Original research, in-depth guides, and case studies will stand out in an AI-driven world, as these are harder for AI to replicate.
2. Adding Interactive and Visual Content
AI can’t yet replicate the experience of interactive content. Elements like infographics, quizzes, or videos add value beyond text, making your site more engaging and memorable.
How ChatGPT Search Could Reshape SEO and Marketing Strategy?
Finally, let’s look to the future.
AI like ChatGPT might eventually integrate with CRMs and marketing automation tools, influencing how we personalize user journeys and craft experiences.
1. More Predictive Analytics
SEO might evolve with predictive AI, using data trends to anticipate changes in search behavior. Imagine being able to identify popular search topics before they peak, allowing you to stay one step ahead.
2. A New Level of Personalization
Personalized experiences are becoming essential as AI focuses more on individual user intent. Understanding user preferences and providing tailored content will make brands stand out in an AI-first world.
Conclusion
ChatGPT search isn’t here to end SEO; it’s here to make it smarter. By focusing on intent, improving content quality, and embracing both technical and strategic adjustments, we can adapt to this new AI-driven landscape.
SEO has always been about adapting, and with tools like ChatGPT in the mix, there’s never been a more exciting time to be in the industry.
Ready to experiment and see where this AI-driven future takes us?