The Latest in Content Discovery… ChatGPT’s Sources Button - Here’s Why It Matters

If you’ve been using ChatGPT for content ideas or research, there’s a new feature you need to know about—the Sources button. ChatGPT is now pulling real-time data from the web and embedding clickable sources directly within answers. For small marketing teams, this opens up a whole new avenue for getting your content discovered. But it can also help you build content faster.?

This is my thing - content discovery and search-driven branding. It's what I think about, what I geek out about and what I can talk about for literal hours. There's SO MUCH going on in search right now, and I know enough to be able to help you along the way if you're still trying to figure it out. So, let’s get into this thing. Feel free to shoot me any questions, too.

ChatGPT’s New Sources Button Signals the Start of a New Era in Content Discovery

So, here’s the thing—ChatGPT used to rely solely on pre-existing knowledge to give you answers. I remember that being one of the big headlines when the tool was first introduced in 2022 - the AI had been trained on information available in 2021 and earlier years. In my line of work, a stat or insight from 2021 is ancient. As my mom used to say, “Old as Methuselah”.

Eventually, ChatGPT got to the place where it could search the web and turn up stats and insights. And I’d usually ask it to cite its sources.

In recent weeks, I've noticed unassuming, little anchor text buttons at the ends of sentences and paragraphs that link out to individual sources. Cool. Thanks, Chat!?

Now? There’s a full-on Sources button! ????

The Sources button automatically embeds links into answers, making it easy to verify information and giving businesses visibility if their content is cited. For small marketing teams, this is huge! Imagine having your content picked up in real-time searches by a tool used by millions.

Yeah... but can you really get traffic from ChatGPT though, Sorilbran?

Yesssss!

I've been seeing trickles of traffic showing up consistently in Google Analytics for the past few months. Nothing big - a few visitors here and there. Then our CEO dropped a link to this article by Emilia Korczynska in Slack yesterday. Worth the read.

So, in theory, ChatGPT has the potential to become a significant traffic source for brands and publications. Of course, you'd need to be able to identify search trends in order to create content around what people are searching (and essentially already have that info indexed by Google), but yeah... you do that, and ChatGPT could certainly push traffic your way.

And because of the way the AI displays sources, it gives your content team an advantage. Here's why: ChatGPT front-loads key insights, then links directly to the source—saving content marketers from having to sift through mounds of sources just to find a few key insights. Talk about optimizing efficiency.

My point is, we’ve moved past the era of traditional SEO (Gary Vee warned us). AI search engines like ChatGPT are quickly becoming part of the content discovery ecosystem.

Why This Change Matters: Search Behaviors Are Shifting

Here’s the context. Search behaviors are evolving, and much of this shift is driven by people wanting immediate, authentic information. But the biggest game-changer is that they’re not just turning to Google anymore. Yes, Google still dominates search in this part of the world, getting 88.01% of all U.S. search traffic, but people are increasingly using alternative platforms to find what they need.?

Let’s break it down:

Bing follows Google with 7.01% of the U.S. search market, and Yahoo holds 2.54%. So while Google remains the king of traditional search engines, it’s worth noting that platforms like TikTok, Reddit, and ChatGPT are quickly emerging as new players in the search landscape.

TikTok is no longer just for viral videos—over 40% of Americans now use TikTok for search, with 64% of Gen Z and 49% of millennials turning to TikTok to find fast, relatable answers.

Meanwhile, back at the virtual ranch, Reddit has seen explosive growth. With 63% of U.S. users regularly using Reddit for search (like I did earlier today) and 39% year-over-year growth, people are drawn to its community-driven content, trusting discussions in subreddits for authentic, real-world answers.

This entire shift—the whole friggin’ thing—is completely in line with E-E-A-T, Google’s framework for determining what content is valuable enough to display at the top of search results. E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

In simpler terms, Google looks at whether a piece of content comes from someone with direct experience in the topic, whether the author or source has the right expertise, how well-regarded the content is by others (its authoritativeness), and whether it's trustworthy—accurate and reliable.

As search behaviors shift toward platforms like TikTok, Reddit, and AI tools like ChatGPT, the authenticity and trust that E-E-A-T prioritizes is becoming more important than ever. Whether users are turning to social platforms or AI, they want answers from real people (???? that part) and credible sources they can trust.

What This Means for You

Consider this a reminder from your friendly, neighborhood content strategist that your content needs to be discoverable on all fronts—not just Google. AI tools like ChatGPT, as well as TikTok and Reddit, are now part of the mix. Make sure your content is not only optimized for traditional search engines but also crafted for authenticity and engagement on platforms where users are increasingly turning for answers. Think video-first, community-driven, or both.

With search evolving, especially with AI tools now able to cite real-time sources, it’s critical to be everywhere your audience is looking. The more you can align your brand with authenticity and trust, the better chance you have of showing up in those searches, whether they’re happening on Google, TikTok, Reddit, or ChatGPT.

Psst… I’ve written extensively about E-E-A-T in previous newsletters. Start here if you need to get up to speed on E-E-A-T. (And if you don’t know what E-E-A-T is, you NEED TO get up to speed on E-E-A-T.)