AI is not just another tech trend; it is transforming how people search, learn, and make decisions. With its generative learning capabilities, AI tools like ChatGPT have moved from novelty to necessity, reshaping the way consumers interact with businesses.
For more than two decades, Google has been the undisputed gatekeeper of online discovery, and SEO revolved only around keywords and rankings on Google. While we cannot completely ignore traditional SEO, AI has undoubtedly opened new gates of search strategies. Conversational AI, including ChatGPT among many others, is reshaping the entire search journey, giving personalised answers in a single conversation.
The question is no longer “How do I rank for Google?” but ‘How do I make sure AI is talking about me?”
How is ChatGPT different from Google?
Google lays out the entire menu and leaves you to decide which item to take. Whereas ChatGPT is like the chef who listens to you and brings your choice of dish straight to the table.
While Google operates as a traditional, index-based search engine, ChatGPT operates as a conversational AI, eliminating the need for multiple clicks and scrolling as required by Google.
Google uses cookies and search history to create tailored responses, while ChatGPT dynamically adapts responses based on real-time interactions, enhancing the user search experience.
However, users should keep in mind that ChatGPT’s responses are derived from its training data, which requires users to verify information for factual accuracy. In contrast, Google’s credibility is derived from ranking authoritative sources.
Together, ChatGPT’s conversational approach and Google’s factual reliability are reshaping the search landscape, expanding how users discover and process information.
How is ChatGPT changing search strategy?
Search itself is evolving, and AI is at the centre of that change. If you are someone who keeps up-to-date with news, you would know that the last couple of weeks have been significant for AI search.
From Sam Altman, CEO of OpenAI, issuing a global warning about ChatGPT and privacy, to the much-anticipated launch of the ChatGPT-5 model, it’s evident that AI is becoming an increasingly powerful presence in our world.
Often described as a therapist, a solver, a detective, and a solution finder to every problem, ChatGPT is changing the way users consume, process, and retrieve information.
Search Strategy with ChatGPT
Rise of Zero-Click Search with ChatGPT
While Google has introduced an AI overview, users still tend to rely more on ChatGPT as it shares complete answers without the need to click a link. Its ‘agent mode’ has further simplified people’s lives by sharing and processing the information in the format of their preference.
Expanded Content Sources
ChatGPT pulls from a wider range of sources, focusing more on high-quality content rather than Google Rankings or Domain Ratings.
Prompts and conversations
Up until a few years ago, users would type keywords to find relevant information. Now users are moving towards complex, layered, long-tail prompts to find answers to their questions. Did you know? The average length of a ChatGPT prompt is 23 words.
So, let’s take a look at what this shift means for search strategies and understand the psyche of consumers to better optimise our content.
Impact on SEO
With the birth of Gen AI, we now also see the inception of Generative Engine Optimisation (GEO) – the next chapter of SEO. This new form of SEO focuses on creating content that is discoverable by AI models like ChatGPT.
How GEO is changing SEO?
Schema markup for AI understanding
Structured data, such as schema markup, is important in helping AI models understand and categorise content. With clear metadata, businesses can improve the chances of their content being correctly interpreted and used by AI, ensuring they are referenced well in relevant queries. It also enables AI models to recognise patterns and identify relationships between different pieces of information, further enhancing the depth and accuracy of responses.
Voice and Conversational SEO
Businesses should, now more than ever, focus on optimising content for natural language queries. Long-tail keywords and conversational nuances will help businesses adapt to the way people interact with AI.
Entity based SEO
While Entity based SEO has always been instrumental, it becomes more integral in the world of GEO. Entities such as people, places, things, or concepts are easier for AI models to recognise and cross-reference.
Brand building is still key
Acquiring high-quality backlinks, creating trustworthy, accurate, and reliable content, along with maintaining a consistent brand reputation, is still key to improving SEO and thereby GEO.
Are you struggling to rank higher in the era of ChatGPT? Contact us today and we can help you.
What should brands do?
So, the big question then is how can brands amalgamate the two search strategies? The answer isn’t to abandon SEO, but to blend traditional best practices with AI-first tactics. Those who adapt now will be visible both on Google and in AI-driven conversations.
Marry traditional SEO with AI-first tactics
Traditional SEO
Conducting regular SEO audits, building backlinks, and running consistent SEO efforts will help brands rank higher in search.
AI-first SEO
Brands should now focus on optimising content for AI readability. Structured, bulleted, and clear, concise content can go a long way.
Track AI mentions
Keep a track of how often your brands get recognised on AI models like ChatGPT and optimise content to further increase their reach.
The rise of ChatGPT, along with many other AI models, charts a new path for SEO. Success for businesses is now translated with visibility across both traditional SEO and within AI-generated responses.
If you would like to discuss how to leverage your business SEO strategy in order to maximise GEO and SEO alike, then book a call with one of our in-house experts