What Is ChatGPT Search?
ChatGPT search is a ChatGPT feature that enhances the tool’s AI-generated responses by sourcing real-time information from the internet and providing links to its sources.
This means users can get more accurate, up-to-date information and click through to relevant webpages if they’re interested in learning more.
Here’s an example of a ChatGPT response with the search feature enabled:
When the search feature is disabled, ChatGPT is more likely to provide outdated or fabricated information. Because the chatbot relies on static information it was trained on.
For instance, ChatGPT’s GPT-4o model has a knowledge cut-off date of October 2023. So, it may speculate or “hallucinate” (provide fabricated information) if you ask about events after this date.
Here’s an example of a ChatGPT response with the search feature disabled:
ChatGPT Search vs. SearchGPT
ChatGPT search started out as an AI search engine prototype called SearchGPT.
OpenAI (the company that developed and manages ChatGPT) introduced SearchGPT for testing on July 25, 2024. And gave a limited number of users access to the tool.
On October 31, 2024, OpenAI announced that it would bring “the best of the SearchGPT experience” into ChatGPT.
Effectively, OpenAI replaced SearchGPT with ChatGPT search.
How Does ChatGPT Search Work?
ChatGPT search works by retrieving information relevant to a user’s prompt from selected data sources, passing this information to ChatGPT’s large language model (LLM), and parsing the information to generate an appropriate response.
OpenAI sources some information from its own index (database of webpages).
The company creates this index by using a web crawler called OAI-Searchbot to explore the web. And then using algorithms to determine which pages should be stored.
OpenAI can also source information from the Bing Search index, because the company has a partnership with Microsoft. Bing’s main web crawler is called Bingbot.
OpenAI has also partnered with trusted news and data providers.
This allows ChatGPT to display up-to-date information from these sources. And use special designs like this one:
How to Use ChatGPT Search
To use ChatGPT search, sign into ChatGPT, click the globe icon, and enter your prompt.
Sometimes, ChatGPT searches the web automatically without you even clicking the globe icon. Because the tool believes that real-time information will help to answer the query.
When this happens, ChatGPT displays a “Searching the web” status before it provides a response.
You can continue your conversation with ChatGPT after receiving a response.
For example, you can ask a follow-up question or request that ChatGPT adjust its response in some way. And the tool will take the previous context into account.
ChatGPT Search vs. Google
ChatGPT search is an alternative to a traditional search engine like Google, but both tools have strengths and weaknesses.
Generally, ChatGPT search is better at providing instant answers.
Google can provide instant answers through features like AI Overviews. But these only appear on some results pages, and you can’t ask follow-up questions.
I like ChatGPT Search because it provides a more exact answer than Google AI Overview results for me—especially when it comes to complex questions needing Google Sheet formulas and app scripts.
That said, Google may be better than ChatGPT search at sourcing reliable information. Because its search algorithms are more mature than ChatGPT’s.
Much of what I’ve seen in testing ChatGPT search is impressive, but some of its answers remind me of the early days of Google. Results cite low-quality or obscure sites, images are taken from odd sources, or search intent ends up being totally misinterpreted.
Google has over two decades of accumulated algorithm updates for handling everything from the most widely-searched terms to the most esoteric edge cases.
Google could also be the better option if you need to find and visit a website. Because web results are more prominent on Google than they are on ChatGPT search.
I do still have Google as my primary search engine now after trying out ChatGPT as my primary search engine. I do a lot of navigational, spelling check, and exploratory searches, and I find Google gives me the UI results I want for those.
It’s worth noting that our own research comparing ChatGPT search vs. Google shows that Google is somewhat biased toward ranking larger domains. And that means smaller websites may stand a better chance of gaining visibility through ChatGPT search.
At the moment, Google Search remains far more popular than ChatGPT.
Traffic Analytics data shows that “google.com” gets 28x more traffic than “chatgpt.com”:
But ChatGPT’s user base is growing as more people become aware of the tool and its functionality evolves.
How to Optimize for ChatGPT Search
Optimizing for ChatGPT search makes your website more likely to appear as a source, which can help you improve brand awareness and get more traffic to your website.
This is an important consideration for anyone working in search engine optimization (SEO).
Here are three ways to optimize for ChatGPT search:
Create Content that Answers Highly Specific Questions
Creating content geared toward answering highly specific questions that are related to your business allows you to provide genuinely valuable content that’s more likely to be used as a source in ChatGPT search.
Users often ask very specific questions because ChatGPT search is conversational. And they can enter follow-up prompts as well.
So, your potential reach might be higher than you think.
Plus, users who ask highly specific questions tend to be more engaged with the topic.
This means they may be more likely to engage with your brand—and take the kinds of actions you want.
It’s not possible to see what people search in ChatGPT. But you can see what people search for in Google and use this information to guide you.
For example, here are some Google search terms found with the Keyword Magic Tool:
Optimize for Natural Language Processing
ChatGPT uses natural language processing (NLP) to understand written content, which means optimizing for NLP increases the chance of ChatGPT search using your content as a source.
Here are some key ways to optimize for natural language processing:
- Write clearly and concisely: Use clear and simple writing that’s easy for NLP systems (and users) to process. Avoid complex sentence structures, poetic language, etc.
- Implement schema markup: Schema markup is code used to label different types of data on a page. NLP systems may use schema to better understand your content—we know that Bing does.
- Mention relevant entities: Mention relevant entities (people, places, and things) and avoid irrelevant entities to make your content more semantically relevant
- Use subheadings effectively: Use descriptive subheadings to help NLP systems identify and understand topical shifts. This should also help users navigate your content.
If you need help with your writing, consider using a tool like ContentShake AI.
Improve Your Reputation
Improving your website’s reputation may improve your visibility in ChatGPT search because the tool wants to use reputable sources and provide trustworthy information.
It’s not clear how ChatGPT evaluates a website’s reputation. But these tactics might boost your credibility:
- Create digital PR campaigns that get journalists talking about your brand
- Encourage customers to leave positive reviews on third-party websites
- Use link building tactics to get other websites to link to your website
- List your business on high-quality directories
- Maintain active profiles on social media platforms
- Use online reputation management tactics to counter any negativity about your brand
You can use the Brand Monitoring app to track your brand’s online reputation.
Stay Competitive in a Changing Search Landscape
Gartner predicts that brands’ organic search traffic will halve by 2028 as consumers embrace generative AI-powered search.
Optimizing for ChatGPT search and similar tools now could give you a head start over competitors.
And Semrush has the tools you need to make the process easier.
