On July 25th 2024, OpenAI launched a new AI tool: SearchGPT . This new AI search engine prototype, currently only available to a limited test group, is shaking up the search industry for the first time in years.
SearchGPT is set to revolutionise the way we search, shifting from traditional keyword-based search to conversational search. While Google Search offers pages of links, SearchGPT provides concise answers with clear and relevant sources. The key feature that sets SearchGPT apart is the ability to ask follow-up questions – like a real conversation with a person. Very different to Google’s requirement of specific keywords.
For B2B marketers, this means a faster departure from keyword-focused content, and a rise towards quality and contextually relevant content. See more on the top pain points in the B2B buyers journey to understand how this impacts buying behaviour. Let’s take a closer look at OpenAI’s new search engine.
What is searchgpt?
SearchGPT is an AI-powered search engine developed by OpenAI that uses AI to provide fast and accurate answers to user queries. Unlike traditional search engines that rely heavily on indexing and ranking web pages, SearchGPT uses natural language processing to understand and respond to questions in a conversational manner. Dmytro Shevchenko from Aimprosoft describes using SearchGPT as having “a conversation with an intelligent assistant, making search more intuitive and convenient”. Here are the core features of SearchGPT:
- AI-driven search - utilises advanced AI models to provide precise, contextually relevant search results.
- Natural language processing - understands and responds to user queries in a conversational manner.
- Real-time processing - integrates real-time web data for up-to-date results.
- Contextual follow-ups - allow users to ask follow-up questions, maintaining the context of the conversation.
- Direct answers - instead of just providing links to web pages, SearchGPT provides direct answers (very Chat-GPT like).
- Enhanced content discovery - helps users discover relevant publisher sites and content effectively.
- Relevant sources - answers provided have clear citations and links to the source material. Users can easily verify the information, ensuring transparency and accuracy.
Current state of search engines
Unsurprisingly, Google dominates the search engine landscape with over 90% of the global market share, followed by Bing at 3.72%. Over 60% of Google searches take place on mobile, contributing to changing consumer behaviours around non-text searches such as images (Google Lens), voice (virtual assistants), and location (Google Maps).
Although traditional search engines remain the leading source of information, for younger consumers an alternative has steadily overtaken Google: social media platforms. Research shows that 46% of Gen Z prefer social media over traditional search engines. In fact, social media constitutes 44% of Gen Z’s discovery needs – brands, products, services, and experiences.
Gen Z, who have been exposed to more content than other generations, prefer quick, direct, and digestible content delivered through platforms like TikTok and YouTube in short-form video.
SearchGPT vs Google
Until now, Google has never faced a bigger competitor than SearchGPT. Why? Because SearchGPT offers what many consumers, especially Gen Z, are looking for when it comes to search.
Changing behaviours mean that consumers, particularly younger demographics, are seeking direct answers quickly, in consumable formats. They do not want irrelevant results with more scrolling and links. That’s exactly what SearchGPT solves. The key differences between the engines are illustrated below:
| Feature | SearchGPT | Google Search |
|---|---|---|
| Technology | Advanced AI models, natural language processing | Traditional search algorithms, indexing and ranking |
| User interaction | Conversational, allows follow-up questions | Traditional query-based search |
| Search results | Summarised answers directly with source links | Pages of links to web pages |
| Content discovery | Emphasises personalised content discovery | Prioritises most relevant indexed pages |
| Advertising model | No ads – you see the best results | Ads at the top, so the best results are not visible first |
| Real-time data | Real-time web information | Primarily relies on indexed data |
| SEO focus | High-quality, contextually relevant content | Keyword optimisation, backlinks, meta descriptions |
| Source attribution | Sources cited directly in the response with links | Direct link to source in search results |
SearchGPT’s main differentiator is the way it presents results. It analyses multiple sources on the web, then summarises them into an accurate answer with citations.
If a user needs more information, they can easily ask follow-up questions as SearchGPT maintains context across multiple interactions. This mimics a real conversation, making the interaction dynamic and personalised.
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SearchGPT vs AI Overviews
Google has also dipped its hand into the AI cookie jar, having launched AI Overviews earlier this year. While both are still under deployment, they share similarities: both use AI to explore web content and summarise the information into a direct answer, without pages of links. Google clearly understands users’ need for direct answers and fewer steps.
But that’s where the similarities end. The most obvious difference is that AI Overviews is powered by Gemini (Google’s AI model) while SearchGPT is powered by GPT-4 (OpenAI’s AI model). SearchGPT aims to provide a comprehensive answer in one go, whereas AI Overviews generally provides a summary with links to relevant web pages for further exploration, acting as a filter and guide towards actual sources.
Impact on SEO strategy
Every marketer will tell you that keywords are the pillar of an SEO strategy. Blog optimisation? Add the keyword in the title, meta description, and copy throughout. Google Ads campaigns? Paid keywords.
Now, with AI crawling the web, reading every piece of content, understanding context, and giving answers based on the information it has collected, keywords become less powerful in making your content visible.
The conversational nature of SearchGPT means that content must be engaging and informative, answering questions directly and thoroughly. This shift may also impact keyword strategies, requiring a more nuanced understanding of user intent and query context.
What does SearchGPT mean for B2B marketing?
The advent of SearchGPT has immense implications for B2B marketing from creating content to strategy. Let’s take a look at the opportunities and challenges of SearchGPT to inform your future marketing strategies.
Opportunities and challenges
This new technology allows for more precise targeting and engagement with target audiences by quickly providing relevant information. The conversational nature of SearchGPT enhances real-time interaction, helping users discover more relevant B2B content and increasing the visibility of niche topics and specialised services.
B2B marketers can optimise their content to align with AI-driven search algorithms, improving search rankings and visibility. Utilising diverse content formats such as videos, infographics, and interactive elements that AI can effectively interpret and rank is crucial.
For B2B SMBs, SearchGPT is an opportunity to compete with bigger companies by making their content high-quality, precise, and authentic, as features like brand authority and backlinks (which mostly favour bigger companies) won’t determine your visibility.
On the other hand, SearchGPT is still only a prototype, so marketers need to remain vigilant on updates from OpenAI that would further impact their SEO strategies. It’s also important to develop a greater understanding of AI and its applications to fully leverage SearchGPT.
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Get in touchStrategic recommendations
1. Embrace AI and data-driven insights
B2B marketers should invest in AI and machine learning tools to gain deeper insights into customer behaviour and preferences. Utilising AI-driven analytics will help in creating more personalised and effective marketing campaigns. Continuously update and refine these tools to stay ahead of competitors.
Explore our top 5 next-gen AI marketing tools you need this year.
2. Focus on high-quality, contextually relevant content
With SearchGPT emphasising context over keywords, it’s crucial to produce high-quality content that answers user queries comprehensively. Content should be informative, engaging, and tailored to meet the specific needs of the target audience. Regularly updating content to maintain relevance is also essential.
3. Optimise for conversational search
As SearchGPT facilitates conversational interactions, B2B marketers should optimise their content for natural language queries. This includes using conversational keywords, structuring content to answer common questions, and creating FAQ sections to address specific concerns. A user-centric approach will enhance visibility and engagement in AI-driven search results.
Incorporating these strategies into your B2B marketing means you are poised to leverage the benefits of SearchGPT, and in turn offer your target audience exactly what they are looking for. The future of digital marketing sure looks different. Are you ready for it?