Part 2: How to Rank on Search GPT
SEOs and brands are faced with an emerging platform that competes with Google in delivering information and answers quickly – here’s how you can optimize your site for Search GPT.
What is Search GPT?
We’ve touched on a bit of background of Search GPT in Part 1 but in short search GPT is an AI-powered search engine built into ChatGPT. It pulls real-time data using Bing’s search technology, and the results are conversational, almost like a dialogue with a knowledgeable friend. Unlike Google, Search GPT omits ads, offering users straightforward answers without distractions, encouraging a more focused, in-platform experience.
Why Should You Care About Search GPT?
1. Early-Mover Advantage
Jump on it now and you’ll be among the first to optimize for Search GPT and if you know anythign about SEO, you’ll know the earlier you start the better. It’s an additional channel to capture traffic, leads, and brand awareness. Think of it as an investment in your search strategy that, while complementary to Google, potentially reaches a more tech-savvy, early-adopter audience.
2. Ad-Free Environment
Search GPT is free of the ads we’re used to seeing on Google. This makes it a potentially high-value channel for brands, with less competition cluttering the results.
3. A Different Search Model
Search GPT isn’t aiming to mimic Google’s ad-driven model. Instead, it keeps users within the platform, providing them with direct answers. This approach could reduce site clicks but increase brand awareness.
Google vs. Search GPT: Key Differences
On Google, users are accustomed to clicking on blue links and navigating through ads. Search GPT, on the other hand, serves information right within the chat, where sources are cited but less prominently. This model encourages users to stay engaged within the platform itself. For B2B brands, Search GPT is particularly promising for top-of-funnel content—educational content, how-to guides, and industry-specific insights.
How to Rank on Search GPT
- Structured Content
Structure is key to creating skimmable content that resonates with AI-driven search. Use clear headings (H1, H2, H3), bullet points, and concise sections to ensure that content is digestible. - Engaging and Rich Media
Include videos, infographics, and interactive elements like product walkthroughs or demos. Engaging content keeps users’ attention and helps them digest complex information faster, making your content more valuable in the Search GPT environment. - Expertise, Authority, Trust (E-A-T)
Ensure your content demonstrates E-A-T—a Google-friendly concept that’s relevant here as well. Work with subject-matter experts, use reputable data, and back up claims with statistics and case studies. - Conversational Tone
Write in a conversational format that resembles natural language. Since Search GPT uses a chat-based interface, a conversational tone aligns well with the platform’s structure, encouraging follow-up questions and deeper engagement. - Target Long-Tail Keywords
Focus on specific, intent-driven long-tail keywords. Think beyond “best cat trees” to more detailed phrases like “how to choose the right cat tree for my cat” Long-tail keywords align with Search GPT’s conversational flow and help attract more qualified leads. - Address User Pain Points Directly
Use customer insights to identify common objections or questions and weave these into your content. Sales calls, support tickets, and customer feedback are gold mines for understanding real questions and challenges your audience faces. - Don’t ignore Technical SEO Basics
Apply the technical SEO principles you know: use relevant H1s, ensure user friendly design, optimize page speed, and maintain a clean URL structure. Although direct page ranking may differ on Search GPT, these elements improve readability and user experience. - High-Quality Backlinks and Brand Mentions
Although traditional backlinks remain important, Search GPT seems to favor high-quality mentions over quantity. Niche-relevant backlinks and even brand mentions without links appear beneficial. Collaborate with reputable industry publications, and aim for mentions in news articles or expert roundups.
Who Should Prioritize Search GPT?
Brands with a tech-savvy audience, especially in SaaS, IT, and B2B technology, should prioritize Search GPT optimization. These audiences are more likely to seek nuanced, detailed answers that Search GPT can provide quickly without needing to sift through ads or irrelevant links.
For B2B brands whose prospects are comfortable navigating digital tools and want quick, actionable answers, optimizing for Search GPT can lead to more brand visibility and loyalty.
Final Thoughts: Google’s Not Going Anywhere… Yet
While Search GPT brings new opportunities, Google is far from obsolete. Google’s volume is still massive, with 8.5 billion searches per day, compared to ChatGPT’s current 10 million daily queries. But that doesn’t mean you should ignore Search GPT. Start incorporating these strategies now, so your brand is well-positioned on this platform as it evolves.
For B2B brands looking to capture an edge in search, adopting a dual approach—optimizing for Google while preparing for AI-powered search like Search GPT could make all the difference.
