If in the past, when searching for something on Google, it was essential to choose the right keywords to get the desired results, now platforms based on artificial intelligence have changed the way users search and interact with products. Search has become more fluid and more like a natural conversation. For example, users ask: “What Christmas presents should I get for my 10-year-old sister?” and receive personalized answers relevant to their needs.
This transition opens up major opportunities for brands across all industries. Understanding how ChatGPT Search works and its impact on consumer behavior allows you to adapt marketing strategy and optimization, ensuring relevance and competitiveness.
“ChatGPT’s new search function changes the way users search for information. From exact keywords to conversational questions, SEO strategies must adapt quickly. to Zitecwe are aware of these changes and are prepared to adjust SEO strategies with new trends in mind to help brands stay competitive. In addition, we take into account the importance of indexability on any channel, not just classic browsers, ensuring that information is accessible and optimized for emerging platforms. We create content that directly responds to users’ needs, providing clear, up-to-date and easy-to-access information in all formats.”, Alina AldeaBusiness Line Director at Zitec.
What is ChatGPT Search?
ChatGPT Search is a search function built into ChatGPT, which since its launch has become a serious competitor to search engines like Google or Bing. This feature allows users to get answers based on up-to-date information from the Internet, much faster and more efficiently than traditional searches.
Currently, access to ChatGPT Search is available to a select group of users, including those with ChatGPT Plus, Team, Enterprise and Edu subscriptions, as well as those on the waiting list. It is expected to become available for free plan users in the coming months as well.
What can ChatGPT Search do?
Traditional search engines return a list of links to allow you to find the information you want, but SearchGPT brings a big change to this process. ChatGPT Search provide direct and to-the-point answers supported by clear and verified sources. However, the information should also be verified from other sources because the AI can still give erroneous information.
To better understand the SearchGPT format, we can make a comparison with Perplexity.ai where you write what you want to search for, and based on it the AI generates answers mentioning the source of the information. In the example below, in Perplexity.ai we searched for the services of digital marketing provided by Zitec, and the AI provided the sources and a search response with reference to the sources in the header.
The most valuable aspect for users is that no more need to browse multiple sites to find answers. From simple to complex questions, ChatGPT Search provides answers built into the search interface backed by credible sources. At the same time, users have the opportunity to continue reading the sources if they consider it necessary.
Unlike traditional search engines, which focus a lot on keywords, this system analyze the context of the questions to provide more accurate and personalized answers. For example, if you ask “tips for a DIY project”ChatGPT Search will not return generic answers, but will understand the context and provide specific solutions tailored to your needs.
In addition, this system has the ability to integrate updated information in real timesuch as breaking news, sports scores or weather forecasts, thereby eliminating the risk of getting outdated results, as happens with traditional searches that rely on periodic indexing of data. The results are diverse and visual, they can be in the form of a link, text, image or video. Thus, for sites to be offered as an answer in ChatGPT they must be optimized as well as possible and integrate as many types of content as possible.
What is the impact of ChatGPT Search?
This feature brings significant changes to the way users access and consume information online.
Changing consumer behavior
Thanks to search platforms with built-in artificial intelligence, the time users spend searching for information online could be significantly reduced. Users prefer quick, accurate and direct answers without having to navigate multiple sites. For example, instead of flipping through dozens of pages to find a piece of information, consumers expect a simple question to receive a complete and clear answer backed by relevant sources.
Favoring conversational content
Another key aspect is favoring conversational content. Brands that create interactive and easy-to-understand content, such as FAQs or buying guides, will have a significant advantage. For example, in order for product pages to meet consumer needs in a natural and conversational way they will need more dynamic content structures that include interactive questions and answers. It is also important to note that Chat GPT is increasingly focusing on voice search, where there is a growing trend towards conversational searches.
Increasing CTR relevance
In terms of information searches, the changes brought about by GPT influence the way users interact with search results. For example, for commercial searches like “I want to buy a laptop” or navigational, such as „open Zitec.com”users could choose to move forward with GPT or stay on the search platform, retaining direct interaction with the search engine. In this context, CTR can become more relevant in the case of GPT, because users who click have already been attracted to an answer generated directly by GPT, even if they have already received an answer to their question.
An important change in the search landscape is that informational search results from GPT will remain integrated into the platform with the ability for users to access the sources. Thus, sites will not always benefit from direct traffic because it matters whether users access the sources or not, thus having repercussions in CTR.
The importance of updating the site
Unlike traditional search engines, which index and classify sites based on an algorithm that takes into account their age and authority, ChatGPT Search prioritizes real-time information, favoring posts and current sources. Thus the site will have to be constantly updated to ensure that the information is correct and in line with current market trends and requirements, otherwise retailers will lose visibility.
Accuracy and quality of information
As with searches on Google or Bing search engines, the stronger the profile of the author and the authority of the site, as well as the brand, the higher the chances of appearing in the search results. ChatGPT takes its information publicly available on the Internet, information accessed through partnerships with third parties such as Bing, YouTube or even Reddit. At the same time, the system learns from the information provided or generated by users or human trainers and researchers, also taking into account the power of a brand, reflected by mentions in authority websites or the press.
How to optimize sites for ChatGPT Search
As more users turn to ChatGPT’s advanced search functionality, retailers and brands must adapt their sites to meet the new demands of AI algorithms. Optimizing for ChatGPT Search, in addition to applying classic SEO techniques, also involves creating conversational and easily accessible content that answers consumer questions. Here are some strategies that can help you improve your presence to increase your chances of appearing in ChatGPT Search results:
1. Create conversational content
Because ChatGPT Search answers consumer questions by providing accurate and direct answers, one way to make sure your site is included in those answers is to create content that accurately answers users’ questions. Extensive FAQ sections are essential; for example, questions like „Ce marketing strategies I could use it to promote cosmetics” they will be easily recognized by AI.
2. Optimize for direct responses
ChatGPT Search extracts information directly from the content of web pages. Thus, as before, a clear structure is needed, with hierarchical headings, short and concise paragraphs, and summaries at the beginning of the pages. These techniques help the AI quickly extract the essential information.
It includes clear lists and definitions to help the AI quickly identify what information needs to be provided to the user. It also focuses on organizing content to make it easy for AI algorithms to process and understand.
3. Focus on conversational keywords and adding long-tail keywords
ChatGPT Search emphasizes natural and conversational language. Instead of general keywords like “accounting firms”uses natural expressions, such as “Where can I find the best accounting firms in Bucharest”. Integrating long-tail keywords and FAQs into your pages will increase the likelihood that your site will be included in ChatGPT Search answers.
It’s essential to take a conversational approach to your SEO strategy so you can clearly answer common user questions.
“The future of SEO will likely involve a shift towards optimizing for AI-driven interactions, requiring brands to create more personalized and context-rich content that aligns with users’ natural language and deep intent.”, Adriana ComsaSenior SEO Specialist, Zitec.
4. Make sure the data is well structured
Start by integrating structured data into your website. This data helps AI understand key details about your products, such as price, availability, and features, faster and better. Also, ensure that products are labeled correctly and that site navigation is simple and intuitive. ChatGPT Search will extract this information and present it directly in its responses, saving time and improving user experience. Sites that use schema markup (for example, FAQ, product, or article schema) make it easier for AI models to extract and display accurate information.
5. Create different content formats on channels of interest
ChatGPT Search bases its answers on the relevance of content from various platforms. Videos, blog posts and contributions to forums of interest are valuable sources of information, which GPT integrates to provide detailed and well-documented answers. For example, an explainer video or a detailed guide on a blog can greatly increase a brand’s visibility. Organic mentions of the brand in forums or community discussions such as Reddit or Quora are also included by GPT, reinforcing brand authority. Thus, SEO optimization must be complemented by a solid strategy of working across multiple channels and formats to increase the chances of being included in AI responses.
ChatGPT Search breaks down the traditional barriers of keyword-based searches by providing personalized and relevant answers based on up-to-date, conversational and diverse content. For brands, this means an opportunity to adapt and stay competitive by integrating modern SEO and content marketing strategies.
Source: www.iqads.ro
