How ChatGPT and AI is Changing Search
Since the dawn of the internet, one name has remained steady. Google has been the source of truth for those looking for recipes, new houses, random facts, and so much more. Google currently holds over 90% of the search engine market share. And while 90% is a lot, it is less than it was in February 2023, when the tech giant held over 93%. The 3 percent drop doesn’t come as a surprise, as a new player has entered the game.
Google’s Ai Overview vs. Chat GPT
In a recent survey of 1000 people, ChatGPT was the top choice for search for 5% of people, a growing number since the last time the survey was conducted just six months prior. ChatGPT provides a new approach for users trying to find a quick answer or recommendation.
Google has fought to compete with its AI tool, Ai Overview; however, the early release of Ai Overview had issues and wasn’t as dependable as users would have wanted. Being able to communicate back and forth with ChatGPT is a key reason why people resort to it. If a user doesn’t find what they are looking for, but ChatGPT is close, you can ask it to expand and communicate with it as a friend, unlike Google, which requires you to try a new, unique search phrase.
Understanding Organic and Paid Search
Google search has two main functions for companies working to rank on their platform. When someone searches “Local SEO services” (maybe YOU have searched this) in Google, they get a list of companies that mention SEO services near their location. Google scans every website on the internet and examines the content on the pages, the speed of the website, and how much authority it has. All of these are factors to consider when developing an SEO strategy. Google then ranks the website online to show the best results for what the user is looking for. That is organic search. People click on your website because you can help the user find what they are looking for. It’s free clicks.
Then there’s paid search. Here, the clicks cost money. A Google campaign is created, and advertisers bid on specific keywords like “Local SEO services.” These bids determine how much a company will pay per click to have its website appear as an ad at the top of the search results. The key difference? Paid search guarantees visibility but comes at a cost, whereas organic search relies on a website’s ability to meet Google’s ranking criteria without direct payment.
How Chat GPT is Different from Google
Now AI is reshaping this dynamic. ChatGPT and similar tools don’t display a list of websites for users to sift through. Instead, they provide a direct answer or recommendation, eliminating the need for scrolling. This fundamental shift means users are no longer confined to the traditional search engine model were visibility hinges on ranking or bidding for top placement.
Another aspect to consider is how search habits are evolving. Using AI, users are becoming accustomed to receiving precise, concise answers. Instead of asking, “What are the best SEO practices?” and reading a 2,000-word blog (don’t worry, this blog is only about 1,000 words), they might prefer asking ChatGPT, “How do I rank higher on Google?” and receiving a succinct, actionable response. This creates pressure for companies to rethink how they present information—prioritizing clarity and value over volume.
Google is adapting. With the introduction of generative AI features like Gemini and enhancements to its search engine, Google is working to maintain its dominance. These tools aim to blend the conversational appeal of AI with Google’s vast knowledge base. Whether Google can genuinely replicate the nuanced and personal interaction that ChatGPT offers remains to be seen.
Conclusion
The key takeaway for marketers and businesses is that the game’s rules are changing. While traditional SEO and paid search strategies are still crucial, it’s time to start thinking about optimizing for AI-driven search experiences. This might mean creating more conversational content, ensuring your data is accessible to AI models, and exploring new ways to engage with your audience outside the traditional search engine paradigm.
The future of search isn’t just about being found—it’s about being understood and delivering value in a way that resonates with how users search today. As AI continues to evolve, businesses that adapt to these changes will thrive while those clinging to outdated strategies risk being left behind.
digital marketing specialist
ABOUT THE AUTHOR
Winston Law
Winston graduated from Grand Canyon University with a degree in Marketing and Advertising. While in school Winston enjoyed working with small businesses and start-ups to help them improve their brand identity online. It was through these projects that he found his passion for digital marketing. Outside of work, Winston enjoys spending time with family and friends, playing board games, watching sports, and going camping.