Comparison: Open AI (ChatGPT) Search Results vs Google vs Bing

Open AI has just launched ChatGPT search - a new functions that allows to get answers and information from the web, all inside ChatGPT.

This article covers how search results in ChatGPT look compared to Google SERPs and Bing results for the same keywords, plus I share some professional SEO observations along the way.

Comparison highlights

ChatGPT Search results are more user-focused

No ads, focused view, links are not distracting from actual information. Most of long-tail or TOFU queries are answered right away, no need to click on more links and do extra research.

Links in ChatGPT Search results are very different from Google results and Bing results

The actual links used in Citations and Search Results in ChatGPT do not overlap too much with the websites advertised or ranked organically on Google and Bing.

ChatGPT Search Results look more trustworthy

By nature, ChatGPT is designed to give more context to a reader, and the Search function does just that - wraps links from the web into quick, easy-to-read, and understandable snippets backed up by Citations and Results info.

Keyword-by-keyword results comparison

I've been in the B2B SEO game for 17+ years, so I wanted to check the results for keywords from a competitive topic - B2B SaaS marketing.

Broad keyword: "B2B marketing agency"

ChatGPT search results: no ads, an explanation and 5 links in the main window + search results in the right panel.

Note: Wikipedia is listed in the main window, but not in the Search Results list.

Google search results: ads, People also ask block, 1 organic link in the first scroll

Bing search results: Just ads (not marked as ads!)

Note: there's an AI-generated block down in the 2nd scroll similar to Google's AI overviews

More narrow, commercial-intent keyword: "best b2b marketing agency for saas"

ChatGPT search results: clean list of links and more search results on the right-hand side (neat!)

Google search results: ads, ads, ads + "From Sources Across the Web" grid

Note: there's some overlap here with ChatGPT results and listings in the grid

Bing search results: just to ads (not marked as ads!) again. One of them is irrelevant.

Long-tail informational keyword "when to hire an agency and when keep marketing in-house for saas startup"

ChatGPT search results: citations (helpful!) and search result + considerations. Looks quite informative and a good start for further detailed research

Google search results: AI overviews, an ad, Featured Snippet and PAA block (no true organic results)

Bing search results: aggregators, videos, related searches

Very long-tail prompt-like keyword: "which questions do I need to ask when interviewing a marketing agency? I'm CEO of a tech startup and this will be my first marketing hire"

ChatGPT search results: ready answer in the main window and helpful links including HR and EDU websites on the right

Google search results: Quora, Reddit, PAA

Bing search results: a blend of AI-generated blocks

Bonus keyword: "saas competitive analysis"

I picked this one because one of our Rampiq's blogs is ranking for this keyword in Featured Snippets, so I wanted to see how the results would compare in this case.

ChatGPT search results: no links in the main window but we're mentioned in Search Results (cool! ??)

Google search results: our Featured Snippet listing is hardly visible in the first scroll....

Bing search results: ads (boring!)

What's coming next for the SEO industry after ChatGPT Search is launched?

SEO is dead. Long live GEO (Generative Engine Optimization)!

As I've been doing SEO for more than 17 years, I think I've seen it all (or most of it!) in the B2B SEO space. But nothing like this has happened before - that's not just another search engine, that's a completely different way to get the information you need and do your research (2 most popular use cases for any search engine).

So get ready to hear more about GEO, soon.

How does ChatGPT Search impact B2B SEO and content strategy?

Brands may change or update the content strategy to answer long-tail queries better: comparisons, alternatives, reasoning, answers, etc. Because this content is more likely to rank in any AI-featured space - AI Overviews on Google, OpenAI Search, Copilot on Bing - they now all share the same tech, and if you optimize for this, you increase your chances to?diversify between platforms.

Will ChatGPT Search kill Google?

I speculate that Google will lose some market share temporarily, but it will be very hard to steal too much from it, at least short term. New tech adoption speed varies, and although the ChatGPT user base is large and growing, Google is still the go-to search place for too many of us.

About the author

I'm Liudmila Kiseleva , CEO and Founder at Rampiq . We help B2B IT and SaaS companies get more revenue from their marketing (and now, GEO!) efforts. Check out our B2B Marketing Case Studies!

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Discussion

What's your take on this change? How do you think it will affect your company or brand? Share in the comments!