In a major breakthrough that could redefine web exploration, OpenAI has launched the SearchGPT prototype, a new AI-powered search engine positioned to challenge Google’s dominance in the search arena.
OpenAI developers are funneling their ingenuity into an artificial intelligence-driven search tool, building upon ‘little brother’ ChatGPT and shaping how people find information online.
So how does this new innovation stack up against Google?
SearchGPT vs. Google: How Do They Compare?
Before now, it was hard to imagine an online search engine that could realistically compete with the existing model. Google set the standard for finding information, marketing and monetizing businesses online. Following OpenAI’s ChatGPT release in November 2022, it developed its own AI search assistant, Gemini (formerly Bard). Now, we’re beginning to see what’s next on the horizon.
Question-Based Search Intent
SearchGPT leverages advanced natural language processing (NLP) to interpret nuanced queries and generate contextually rich responses. By contrast, Google uses keyword matching and algorithms to return a series of relevant web pages.
A more concise and detailed overview generated by the newcomer may provide users with real-time data they seek, without manually refining their search.
Response Format
Users can expect direct, coherent answers to queries as SearchGPT synthesizes insights from multiple sources into an executive summary. Until recently, Google’s response model delivered a variety of links to web pages and featured snippets. Users often visit several sites to amass relevant information. While time-consuming, this allows for greater control over sources. Following Google’s Gemini release, it’s offered an AI-generated conversational response additionally to SERPs.
Similarly, SearchGPT will provide answers based on its training resources, saving time. However, sites eligible to participate in Generative AI training can opt out. This means SearchGPT could narrow the breadth of data available and reduce users’ ability to exert as much control over informational references.
User Interaction
Google operates as a search tool where each query is treated independently and users refine their results through manual input adjustments. By contrast, SearchGPT acts as a collaborative agent facilitating back-and-forth interactions. This may lead to a more interactive and intuitive search experience, as the AI builds on previous queries to better understand the user’s intent.
Marketing and SEO initiatives might move toward conversational keywords and context-based information — but for now, it’s too soon to tell.
Original Content Generation
Our current online search model is based on engines that index online content, facilitating discovery rather than content creation. Capable of generating original insights and explanations based on the user’s intent, SearchGPT can assist in crafting written assets such as essays and reports.
If even a fraction of Google’s estimated 8.5 billion daily searches migrated to SearchGPT, new challenges may arise as we define “original content.” This is particularly relevant for those collaborating with AI for academic and professional purposes. This issue is further heightened by a lack of clear legal and regulatory frameworks surrounding the early stages of AI search integration.
Information Retrieval
SearchGPT will leverage training in diverse datasets to retrieve information even if it’s not directly indexed on the web. The platform will connect with users and publishers directly with in-line attribution and source links, allowing searchers to engage with more results that appear in a sidebar.
Compared with OpenAI’s prior innovations, ChatGPT provides conversational-style responses although sources can be dated and are not generally referenced. Google, on the other hand, filters through indexes and ranking algorithms to provide access to web pages, images, videos and other crawled content.
Google’s Response to SearchGPT
Google is yet to release an official response to the prototype release of SearchGPT in July. This follows OpenAI’s initial announcement in May, which came just days before Google’s I/O conference, where Google unveiled an updated version of Gemini. However, it’s clear there’s a new competitor in the space. The search engine titan is under rising pressure to stay ahead and retain its mammoth 91% market share.
Shares in Google’s parent company, Alphabet, fell 3% on July 25 following OpenAI’s announcement.
How Will SearchGPT Impact SEO?
There’s no way to predict how the SEO market will change in the early phases of AI search engine integration. However, given the industry is inherently dynamic, SEO strategists and content creators will likely continue adapting and devising new strategies to stay ahead.
Here are some possible developments that may unfold as we explore online searches through AI-based models:
- A greater focus on conversational keywords to cater to response-based inputs.
- Emphasis on contextual relevance, where SEO strategies ensure niche content responds to a broader variety of related topics and follow-up queries.
- Higher segmentation and development of specialized content catering to specific industries, audiences and topics.
- Regular content refreshes to ensure ranking information is accurate and up to date.
- Greater demand for source authority and credibility, as SearchGPT prominently cites and links to publishers.
Ultimately, it’s unlikely SEO will change its current form completely. Rather, it will continue adjusting to new technological advances.
SearchGPT: The Outlook
While OpenAI presents a promising outlook into the future of information search, it will take a gigantic effort to knock Google from its throne.
With time, experimentation and further development will likely reveal the best use cases for the search engine. The platform is currently available to a limited group of users who will provide feedback on the prototype before OpenAI releases it to the world.
Those interested in exploring SearchGPT can visit OpenAI’s website and sign up for a waitlist.
