With the launch of OpenAI’s highly anticipated Search GPT, the digital landscape braces for a potential shake-up in Google’s longstanding dominance of online search.
With AI-powered search tools proving their prowess, ChatGPT already garners impressive numbers, and is estimated to be processing around 1.5 billion queries monthly. This emerging competitor raises the stakes and could present the first real challenge to Google’s supremacy in over a decade.
How to Use Search GPT
Search GPT launched for Enterprise and Edu users in the last few days. Free users, don't fret - it'll be with you too over the coming months!
To use it, simply navigate to your Chat GPT home and click the small globe in the bottom left-hand corner of the bar:
Simply treat it like any other search engine and fire away with any questions you may have! However, unlike traditional search engines, Search GPT is more reactive, so you can get more in-depth, accurate answers. It lists the sources it uses in a separate tab so you can explore them for more information:
If you have any follow-up questions, such as the best SEO agency for your B2B needs, Search GPT will learn and retain your previous queries to tailor its answers to exactly what you need.
Why Search GPT Matters
The power of AI-driven search lies in its capacity to understand and deliver highly relevant, context-rich responses faster than traditional search algorithms. Search GPT's unique capabilities include processing nuanced requests, crafting direct answers, and evolving continuously through machine learning. This leap in AI technology represents a paradigm shift, positioning Search GPT as a serious alternative for users who seek efficient and tailored information.
According to data shared by the UK government, 68% of large companies, 33% of medium-sized companies, and 15% of small companies have already integrated at least one AI tool into their work.
This number is only climbing as users increasingly favour AI's ability to deliver specific, actionable insights. This trend may signal a gradual shift in the search market, as users explore options that offer them more precise answers and a personalised experience.
Implications for Marketers and SEO
For marketers, the shift towards AI-powered search engines introduces a fundamental change in SEO strategy. Traditional SEO has focused heavily on Google’s ranking metrics, optimising content through keywords and backlinks.
With AI search, however, the emphasis is shifting towards content that is genuinely informative, deeply relevant, and focused on user intent—a move away from keyword-focused pages toward authentic, engaging content.
Plus, like traditional search engines, it's worth considering that you may potentially be able to optimise content for them like traditional search engines. People will be utilising keywords exactly as they do on Google - for example, if you use terms such as 'SEO agency Cheltenham', those websites already optimised for the term will be shown, highlighting the necessity for focused SEO:
The advent of AI-based SEO tools, such as HubSpot's AI SEO Grader, underscores the increasing demand for tools that analyse search engine performance using AI criteria, helping marketers optimise their strategy for this new reality.
What This Means for Google’s Market Share
With AI tools such as Search GPT offering viable alternatives, Google's hold on search may gradually loosen, potentially reshaping the entire SEO industry. Google’s response has been its own AI endeavours, like Gemini (once called Bard) and AI-enhanced search providing overviews.
Yet, these innovations are perceived as playing catch-up, rather than leading, in the AI-driven future of search. Brands and marketers who invest early in understanding AI's role in search optimisation will be well-positioned to capitalise on these evolving tools.
The Next Era of Search
As AI continues to drive digital transformation, the success of tools like Search GPT could redefine user expectations and SEO strategies. The shift from traditional to AI-enhanced search will reward content strategies that prioritise relevance and user satisfaction, making expertise in AI SEO crucial for staying competitive.
Marketers eager to understand where they stand in the evolving search landscape can evaluate their current performance with the HubSpot AI SEO Grader and prepare to adapt their strategies for this dynamic, AI-powered future.
Future-Proof Your Business with Angelfish Marketing
If you’re keen to keep up with the future of AI and everything it’s bringing, look no further than Angelfish Marketing. We have our finger on the pulse of everything AI, from new contenders such as Perplexity to the latest developments in Google's AI overviews.
Get in touch with us today to discover more, or to book your free consultation session!
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