ChatGPT shakes up search with real-time search upgrade. 

The parents of ChatGPT, OpenAi, integrates real-time web search, offering live verified information with source attribution; here’s what you need to know about the game-changing feature. 

Highlights 

• ChatGPT search feature launched 31/10/24 
• Allows for quick, real-time responses with direct links to sources 
• Chrome extension to enable use as default search engine 
• Marketers need to target intent, not just keywords 
• Content optimisation needs to be a priority 
• Review technical developments around user experience and structured data
• Favouring official sources and Chat partner publications 

In this blog, we will touch on the following topics 

• What is ChatGPT Search 
• Why has it been created 
• New features 
• How does it work 
• Impact on Google Search 
• How to optimise for ChatGPT Search 

What is ChatGPT Search? 

Launched on 31/10/2024 to Plus/Team users, SearchGPT is the brainchild of OpenAi – the team behind ChatGPT – It is a new search feature designed to combine the strengths of their AI model with up-to-date information from the web, giving users of ChatGPT fast, accurate answers with relevant sources – contenting users and publishers. 

Why has it been created? 

ChatGPT has been plagued with issues and trustworthiness from day 1 with limitations, including;  

• Accuracy issues 
• Limited information – up to September 2021 
• No direct internet access 

The new Search feature will allow ChatGPT to enhance its functionality and create a new way to search, offering quick and direct answers to users’ questions with up-to-date information and sources. 

New Features and Key Updates 

For the users 

Real-time data 

Chat can now get you to a better answer with up-to-date information. Simply ask a question in a more natural, conversational way, and ChatGPT can choose to respond with information from the web.. 

Direct links to source 

Users of SearchGPT can verify information through a “Sources” sidebar that contains reference/citation links. 

For the publisher 

Tracking and Attribution 

A key feature for content publishers is the use of UTM tracking parameters in outbound links. 

All citations will/should include “utm_source=chatgpt.com,” enabling you to track traffic from the platform directly in your analytics. 

The system categorises sources into two groups:  

1. Direct citations used within responses 
2. Additional related search results. 

How does Chat Search work 

In short, for the non-technical – ChatGPT Search uses third-party search providers and content their partners provide to provide the information users are looking for. 

Currently, SearchGPT can be used to deliver real-time data for new sports, stock price and weather updates, but OpenAi is planning to expand to areas such as shopping and travel as well.  

Potential impact on Google Search 

Thinking we can put our heads in the sand while this new way of search evolves, hoping it is just another “trend” that will lead to you losing out. 

We are currently living in a search revolution, and traditional search engines are no longer the default for finding new products, services, and information. 97.5% of Gen Z users already use social media as their primary source of information. 

Throw into the mix this new ChatGPT search feature, with a Chrome extension to set Chat as your default search; we can expect the search landscape to change to an increasing extent, with more AI results. 

Getting your content seen in SearchGPT 

As noted in a recent SEJ post on the same topic, there appears to be a bias towards official sources and partner publications. 

However, ensuring your content is well-optimised for the user is critical to success in SearchGPT. This is also true of Google search, so the four areas we are about to discuss don’t feel too alien. 

1. Understanding Intent 
2. Target Conversational Terms 
3. Optimise User Experience  
4. Utilise Structured Data 

Understanding and Answering User Intent 

Understanding and satisfying user intent is vital for SearchGPT. This means that instead of just looking for pages that match the exact words in a query, the search engine now tries to understand what the user is actually looking for. 

For example, if someone searches for “best dog food for greyhounds,” Search GPT will prioritise content that discusses the requirements and needs needed for a greyhound rather than simply listing pages that contain the keywords “best dog food” and “greyhound.” 

This shift is critical for e-commerce businesses because it means that content needs to be more targeted and relevant to what users are actually searching, it goes beyond just adding keywords throughout your product pages or blog posts; you need to create content that genuinely answers the questions and needs of your audience. 

Target Conversational Search 

As more people use voice search and natural language queries, search engines are becoming better at understanding conversational language. Search GPT excels in this area, making it crucial for e-commerce businesses to optimise their content for conversational queries. 

Incorporate natural language and long-tail keywords into your content. Think about the questions your audience might ask in a conversational tone and ensure that your content provides clear, direct answers. 

Tip: Speak to your customer support 

Use Structured Data and Schema Markup 

Structured data and schema markup are great for helping search engines understand the content on your website. By adding schema markup to your website, you can provide search engines with additional context about your products and services. 

Use Google’s Structured Data tester to understand your current markup situation. 

Focus on User Experience (UX) 

Good user experience is key not just for SearchGPT but for all marketing channels. This means that factors like page speed, responsive design, copy and navigation are more important than ever. 

When evaluating and rating your website, Google doesn’t only consider technical factors. It also takes human behaviour into account, gathering data on how long users typically spend on your website and how they interact with it. 

How Infinity Nation can help you 

For over 20 years, we have been helping brands like yours stand out in search. Using a combination of skills and working to a unified strategy, our team of growth marketers can audit and assess your website to ensure it is hitting the right notes, not just for Google but for other search engines too. 

Contact the team today for a free website audit.