Learn more about OpenAI’s latest innovations in search – and the best ways to optimise it for your needs.
As artificial intelligence tools continuing expanding their capabilities, it was only a matter of time before how we search online was impacted by learning models. With the ease asking ChatGPT a question and getting an instant answer (and without the ads), many have wondered when a search-friendly version would emerge on the market.
Open AI has delivered with SearchGPT - a tool that allows users to search the web and create reader-friendly content that answers questions without the need to scroll through results pages or navigate websites.
Naturally, this means that being "found" by searchers is going to change as well.
Rather than relying on tried-and-true SEO strategies, creators and marketers will need to optimise their content to make sure that SearchGPT pulls their content over competitors.
What is SearchGPT?
SearchGPT is an AI powered search tool from OpenAI that changes the way we search.
Unlike traditional search engines that rely on keyword matching and link analysis, SearchGPT uses NLP and machine learning to understand and interpret search queries much better and give more accurate results.
At its heart SearchGPT is designed to understand the context and intent behind the search query, not just find web pages that match certain keywords.
It’s not just about finding pages that match certain words; it’s about understanding the user’s needs and giving them the most relevant information.
The stats so far have proven impressive:
- SearchGPT provides direct answers to 82% of queries, compared to 68% for Google's AI Overview feature.
- SearchGPT cites an average of 5.3 sources per query response, enhancing transparency and credibility.
So, what do AI powered search engines bring to the table, and how can you make sure you've optimised properly? (Hint: it's no longer enough to just use relevant keywords!)
How Search Has Evolved
To understand the importance of an AI powered search engine like SearchGPT you need to understand the history of search:
- Keyword search: Early search engines matched keywords in the query to keywords on the page.
- PageRank and link analysis: Google changed search with its PageRank algorithm which looked at the quality and quantity of links to a page as a measure of its importance.
- Semantic search: Search engines started to understand the meaning behind the query, not just the exact words used.
- Personalised search: Results started to be tailored to the user’s location, search history and other personal factors.
- AI and machine learning: These technologies have enabled search engines to understand natural language and user intent.
SearchGPT is the next step in this evolution, combining advanced AI with a massive knowledge base to give more accurate, contextual, and conversational search experiences. This means conversational queries are going to take center stage in SEO strategies for searchgpt optimisation, upending what we thought we knew about search technology.
What Is The Tech Behind SearchGPT?
SearchGPT - like other Open AI products - is powered by similar technology that enhaces the engagement experience with generative AI:
- Large Language Models (LLMs): At its heart, SearchGPT likely uses advanced LLMs like GPT-4, which have been trained on vast amounts of text data to understand and generate human language.
- Transformer architecture: The transformer architecture which allows the model to process and understand the relationships between words in a sequence is a key component of SearchGPT’s contextual understanding.
- Reinforcement Learning: Techniques like reinforcement learning from human feedback (RLHF) may be used to fine tune the model’s responses to align with human preferences.
- Knowledge retrieval systems: To give up to date information SearchGPT probably incorporates sophisticated knowledge retrieval systems that can access and integrate current web data.
- Neural information retrieval: Advanced neural network models to improve relevance and ranking of search results.
Why SearchGPT Matters for Content Creators and Marketers (and Everyone Else)
The arrival of SearchGPT has big implications for anyone who creates or promotes online content:
- Change in content strategy: With SearchGPT’s focus on user intent, content creators need to prioritise comprehensive, authoritative content that answers the user’s needs directly.
- Natural language: As SearchGPT is good at natural language, content should be written in a more conversational tone, how people actually ask questions.
- E-E-A-T: Expertise, Experience, Authoritativeness, and Trustworthiness (E-E-A-T) becomes even more important as AI systems like SearchGPT will prioritise credible sources.
- New optimisation techniques: Traditional SEO tactics may need to be rethought and adapted to fit AI powered search algorithms.
- Featured snippets: SearchGPT’s ability to give direct answers could mean more opportunities for content to be featured in search results.
Whether you run a blog, are trying to market a service, or just want to build a brand, it's going to get trickier to maintain a relevant search ranking as we make a shift from Google's traditional search results.
How SearchGPT is Different from Traditional Search Engines?
Direct answers vs link lists
Traditional search engines give a list of links to relevant pages, SearchGPT gives users direct answers to their query. So instead of clicking through multiple links users can get the information they need right on the search results page.
Conversational interface
SearchGPT has a more natural conversational interface. Users can ask follow up questions or seek clarification and the system maintains context throughout the conversation, like chatting with a knowledgeable friend.
Context and intent
SearchGPT goes beyond keyword matching to understand the context and intent of the query. This means it can give more accurate and relevant results even for complex or ambiguous questions.
Real-time information
Unlike static search indexes SearchGPT can potentially incorporate real-time information from the web, to give up to date answers to current events or rapidly changing topics.
The average response time for SearchGPT is 2.7 seconds, 37% faster than traditional search engines. And while ChatGPT used to be limited in it’s knowledge of the scanned internet, 73% of SearchGPT responses include real-time data from within the last 24 hours.
Multi-modal search
SearchGPT can potentially handle multi-modal queries, combining text, images and potentially even audio or video in the search process. (still in development)
SearchGPT and Search Engine Optimisation
As you can imagine, these changes are going to impact how content creators and marketers build. We're going to be moving away from just "reaching the top of the Google search results" - and toward a more interactive search experience that requires a strong online presence that provides excellent answers to user queries.
User Queries Matter More - Moving From Keywords to User Intent
One of the biggest changes SearchGPT has brought is the shift from keyword optimisation to user intent. Keywords are still important but are no longer the main driver of search results. SearchGPT’s natural language processing can understand the context and intent behind the user query.
- Content needs to answer specific questions and cover user needs fully.
- Long-tail keywords and natural language phrases become more valuable as they match how users actually phrase their queries.
- SEO needs to evolve to prioritise topic clusters and semantic relevance over keyword density.
High Quality Content is Key
SearchGPT’s ability to pull information from multiple sources means high quality and relevance is more important than ever. Thin content optimised for search engines is a thing of the past.
- Create in-depth, authoritative content that covers topics fully.
- Use real-world examples, case studies and data to make content credible and useful.
- Update content regularly to keep it current and relevant as SearchGPT prioritises up-to-date information.
New Ranking Factors in the Age of AI-Powered Search
While traditional SEO factors like backlinks and technical optimisation are still important, SearchGPT introduces new factors for ranking and visibility. For example, websites optimised for natural language queries see a 43% higher click-through rate in AI-powered search results.
- E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness): With SearchGPT’s focus on credible sources, demonstrating E-E-A-T in your content is key.
- User Engagement Metrics: As SearchGPT aims to provide the most helpful information, signals like time on page, bounce rate and user interaction may play a bigger role in content quality.
- Structured Data and Schema Markup: Clear, well-organised information helps SearchGPT understand and potentially feature your content more prominently.
- Mobile Optimisation: With the rise of voice search and mobile devices, making sure your content is mobile friendly is more important than ever.
- Load Speed: Fast loading pages contribute to a better user experience which aligns with SearchGPT’s goal of providing quick answers.
Conversational Search
SearchGPT’s conversational interface is changing how users interact with search engines. This shift to more natural, conversational interactions has implications for SEO:
- Opt for question based queries: Structure content to answer common questions in your niche directly.
- Create FAQ sections: These can be a valuable resource for users and SearchGPT.
- Implement conversational AI on your own site: Chatbots and other AI driven tools can help users find information more easily, potentially improving engagement metrics.
Local SEO in the SearchGPT Era
SearchGPT’s impact on local search is still developing but it will likely put more emphasis on user reviews, business information accuracy and local content relevance. To prepare:
- Make sure your Google My Business and Bing Places listings are up-to-date and complete.
- Encourage and respond to user reviews to build credibility and engagement.
- Create location specific content that answers local customer questions.
Featured Snippets are Changing
SearchGPT’s ability to provide answers directly may change the traditional concept of featured snippets. To adapt:
- Provide clear and concise answers to specific questions in your content.
- Use structured data to help SearchGPT understand and potentially feature your content.
- Create content that goes beyond the answer, providing additional context and value to encourage users to dig deeper.
Real-Time Information
SearchGPT’s real-time web integration brings both challenges and opportunities:
- Update content regularly to keep it current and relevant.
- Include timely data, stats and examples to make your content more valuable.
- Consider a content strategy that includes both evergreen and time sensitive content to cater for different types of queries.
As we move into the SearchGPT era it’s clear SEO is becoming a more rounded discipline that combines technical know how with an understanding of user needs and content quality. To succeed in this new world you need to be adaptable, create valuable content and be open to new technologies and strategies as they emerge.
By focusing on these areas and adapting to the changing search landscape SEOs and content creators can win in the age of AI search.
SearchGPT Optimisation Techniques
As SearchGPT changes the search game, you need to adjust your content strategy to match. Here are the techniques to optimise your content for SearchGPT. As the system grows and scales, it's likely that one or more of these strategies for searchgpt optimisation may change - but it's best to learn what to expect so you can be proactive rather than reactive.
1. Content Strategies for AI-Driven Search
With SearchGPT, content creation has to go beyond keywords. You need strategies to craft content that resonates with AI algorithms - while providing genuine value to human readers. Create comprehensive, authoritative content that directly addresses user intent and is current with the latest updates and stats.
- Go Deep, Go Broad
- Create “pillar” content that covers topics fully
- Break down complex topics into bite-sized chunks
- Use headings and subheadings to structure your content
- Question-Based Content
- Identify and answer questions in your niche
- Create FAQ sections that answer user questions directly
- Use BrightEdge to find relevant questions and topics
- E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness)
- Show off author credentials and expertise
- Include citations and references to sources
- Update content regularly to stay current and accurate
- Real-Time Data and Trending Topics
- Integrate current stats and data points into your content
- Create content around trending topics in your industry
- Have a content update strategy to keep it fresh
2. Data Structuring for AI
SearchGPT needs to understand your content to show it in results. Structure your data and content in ways that are easily interpretable by AI systems.
This isn't just about making your content readable - it's about making it comprehensible to artificial intelligence, increasing your chances of featuring in AI-driven search results. Content with structured data markup is 28% more likely to be featured in SearchGPT responses.
- Schema Markup
- Use the right schema types (e.g. Article, FAQPage, HowTo)
- Include author, datePublished and dateModified properties
- Use schema for local businesses to boost local SEO
- Optimise for Featured Snippets
- Structure content to answer specific questions directly
- Use bullet points and numbered lists for easy information extraction
- Use table markup for data-driven content
- Clear Content Hierarchies
- Use proper HTML heading tags (H1, H2, H3 etc.)
- Organise content logically, from general to specific
- Use descriptive and keyword-rich headings
3. Natural Language and Conversational Content
SearchGPT excels at understanding natural language, so your content needs to sound human. Craft your content in a conversational tone that mirrors how people actually talk and ask questions. This approach helps your content resonate with both AI systems and human readers, improving your visibility in conversational search scenarios.
- Write in a Conversational Voice
- Use natural language that sounds like how people talk
- Address the reader directly with “you” and “your”
- Break up long paragraphs to make it readable
- Optimise for Long-Tail Keywords and Phrases
- Focus on conversational search phrases
- Use BrightEdge to find long-tail keywords
- Insert these phrases naturally into your content
- Dialog-Like Content Structure
- Use Q&A format when applicable
- Anticipate and answer follow-up questions in your content
- Make content flow from one topic to the next
4. Voice Search and Multi-Modal Queries
Search is no longer just text-based. With the rise of voice assistants and image search, you need to optimise for various query types. Adapt your content to be discoverable whether someone's speaking to their phone, searching by image, or using traditional text search.
- Local SEO
- Optimise for “near me” searches
- Make sure your Google My Business and Bing Places listings are complete and accurate
- Create location-specific content that answers local questions and queries
- Natural Language in Meta Descriptions and Title Tags
- Write meta descriptions as answers to potential questions
- Use conversational phrases in title tags
- Optimise for question-based searches (who, what, where, when, why, how)
- Visual Search
- Use high-quality, relevant images in your content
- Use proper alt text and image file names
- Consider creating infographics and other visual content to support text
5. Technical SEO for SearchGPT
Even with AI, the technical foundation of your site matters. Optimise your website's architecture and performance to excel in both traditional and AI-powered search environments. From site speed to mobile responsiveness, these technical aspects will still impact your visibility in SearchGPT content results:
- Site Speed and Performance
- Optimise images and use lazy loading
- Minimise HTTP requests and use browser caching
- Use a CDN for global access
- Mobile Responsiveness
- Make sure your website is fully responsive on all devices
- Use AMP where applicable
- Test your site’s mobile-friendliness with Google’s Mobile-Friendly Test
- Internal Linking
- Create a logical site structure with clear navigation
- Use descriptive anchor text for internal links
- Link to related content to create topic clusters
- Core Web Vitals
- Focus on Largest Contentful Paint (LCP)
- Minimise First Input Delay (FID)
- Reduce Cumulative Layout Shift (CLS)
6. AI Tools for Content Optimisation
Pro tip? Use AI to outsmart AI. Leverage AI-powered tools to enhance your content creation and optimisation processes.
These technologies can help you generate ideas, optimise your content, and understand user behavior better.
Plus, some users find that long-form, comprehensive content (2000+ words) is cited 3.4 times more often by SearchGPT than shorter articles.
- AI Writing Assistants
- Use generative AI to help generate content ideas
- Use AI to create outlines for long-form content
- Use AI for content optimisation and proofreading
- AI-Powered Chatbots
- Use chatbots to increase user engagement on your site
- Collect data on user queries to inform your content strategy
- Answer common questions immediately to improve user experience
- AI SEO Tools
- Use BrightEdge’s AI tools for keyword research and content optimisation
- Use AI-driven analytics to understand user behavior and content performance
- Use AI for A/B testing to optimise your content
Measuring Success with SearchGPT
To truly gauge your success in the age of SearchGPT, you'll need to combine conventional analytics with AI-specific measurements. This holistic approach will give you a clearer picture of how your content performs in both traditional and AI-powered search environments, allowing you to refine your strategies effectively.
Key metrics to monitor include:
- Click-Through Rate (CTR) for different result types (e.g., featured snippets, direct answers)
- Organic traffic quality (time on page, bounce rate, pages per session)
- Conversion rates and user journey analysis
- Featured snippet acquisition and performance
- Voice search rankings and traffic
- Local search visibility and engagement
- Custom content relevance scores
Optimise for SearchGPT Today
The future is here and it’s AI powered. SearchGPT and others like it are going to change how we find and interact with information online. Soon, we'll begin to see even more interactive search experience elements - including voice search optimisation and other tools that revamp online search forever.
As a digital professional you need to act now - and here are three ways you can get started:
- Focus on User Intent and Natural Language: SearchGPT’s natural language processing means user intent is more important than ever. Create content that answers user questions and talks like a human.
- Prioritise Comprehensive Content: With SearchGPT able to synthesise information from multiple sources you need to position your content as a comprehensive and trustworthy resource. E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) should be at the heart of your content strategy.
- Take a Hybrid Approach: While adapting to AI driven search is important don’t neglect traditional SEO. Develop a strategy that balances optimisation for both traditional search engines and AI powered platforms like SearchGPT.
Start by auditing your existing content through the lens of AI driven search. Ask yourself: Does your content answer user questions directly? Is it structured in a way that’s easy for humans and AI to understand? Are you using schema markup and other technical optimisations to their full potential?
Be curious, learn and adapt as new information and best practice emerges.
By doing so and providing value to your audience you’ll be ready for SearchGPT (and whatever’s next!)
If you’re stuck, reach out to us about our SearchGPT optimisation services.
