ChatGPT search: How it works and what it means for marketers

ChatGPT search: How it works and what it means for marketers     

The world of search is always evolving, but now more than ever, with the rapidly increasing use of AI.  

At the forefront of this transformation is OpenAI, and as of October 31st 2024, ChatGPT search. 

The new search engine promises to deliver faster, more accurate responses to search queries, using a combination of conversational abilities — from GPT-4o and real-time web search. 

In this article, we’ll explore how ChatGPT search works, what benefits it aims to provide users, and its potential impact on the marketing landscape. 

How it works 

ChatGPT search is OpenAI’s new twist on search engines, combining the GPT-4o model with live web search. When users ask a question, the system doesn’t just retrieve links like Google or Bing would, but instead, generates a direct, conversational response. 

The information is gathered from multiple sources across the web to provide clear, concise answers, and these sources are cited in the response. This technology currently derives information from Bing’s search engine, as well as other third-party providers and content directly from OpenAI partners. 

It can also provide clickable links to sources, allowing users to validate the information or dive deeper into specific topics. But, then again, you can always ask ChatGPT to expand on the response for a richer, more fleshed-out answer. 

The benefits of ChatGPT search 

ChatGPT search aims to bring notable benefits to users, particularly in terms of speed, relevance, and user experience. Some of the key stand-out features: 

1. Faster responses:

Traditional search engines often require users to scroll through multiple links to find the information they want. ChatGPT eliminates this step by promptly providing an answer to queries, helping to spare time and effort.

2. More direct answers: 

Where traditional search engines present a list of results, ChatGPT synthesises this data into a single, coherent response. Instead of looking through different sources to find your answer, it will be delivered straight to you in a clear and concise manner. 

3. Combined GPT-4o knowledge and web searches:

ChatGPT search integrates GPT-4o with live web search, providing responses to queries that harness both pre-trained insights and real-time information. For example, it can summarise the latest sports news or provide up-to-date comparisons of holiday homes.

4. Links to sources:

Transparency is crucial, and ChatGPT includes citations for every source used in its responses. This helps build trust in its accuracy, while also enabling users to explore specific links further if needed.

5. Natural language search:

Many search engines require direct, question-like queries for the most accurate responses. With ChatGPT search, however, you can use conversational queries to derive relevant answers. For instance, you can type in “help me design the best retirement plan” and receive a detailed reply that addresses your query with relevant sources cited.

What does this mean for marketers? 

With the rise of ChatGPT search, a question on many marketers’ lips is – what does this mean for our SEO and content strategies? 

Since this new AI search engine is new and evolving, it’s hard to give a definitive answer yet. However, what we do know is that while traditional search engines are still very much in the game, it can’t hurt to try and optimise your content to take advantage of the new opportunities for traffic and visibility that ChatGPT search presents. 

The criteria for ranking in ChatGPT search is not yet set in stone – again, due to its early stages – but there are a few things you can focus on to help increase your chances of ranking in the results. This can include:

• Writing content that directly answers user queries 

• Focusing on high-quality, factual, and concise content that AI can easily parse and cite 

• Ensure proper schema markup and clearly structured information 

• Considering more long-tail, conversational keywords that users may search 

Despite its potential, ChatGPT search is not without its limitations. For now, it functions as more of a complement to SERPs, rather than a replacement. There are still challenges and concerns around accuracy, such as misinterpreted data and unreliable sources, as well as limitations with highly niche or context-sensitive queries. 

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ChatGPT search represents a major shift in the way users access information online. That being said, it’s safe to say that as of now, traditional search engines remain the primary tool for navigating the web, particularly for detailed research or e-commerce.  

However, as ChatGPT search matures, it could redefine how users interact with information. As marketers, we ought to prepare for a possible future where conversational AI plays a central role in shaping consumer behaviour, and make sure our strategies are aligned accordingly. 

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