Weekly SEO Rewind: SEO Veterans Discuss ChatGPT Search & Google's Creator Conversation

This week has been particularly exciting in the world of SEO and AI. In case you didn't hear the big news, OpenAI has launched ChatGPT Search, integrating real-time web search into ChatGPT.

Our SEO veterans, Loren Baker and Roger Montti (both search experts with 25 years of experience) discuss impact on search, what time means for privacy and UX, and you how you can prepare.?

The Launch of ChatGPT Search by OpenAI

We kicked off our conversation with the big news that OpenAI has?launched ChatGPT Search, integrating real-time web search into ChatGPT. This isn't just another update which is reshaping how people search. Unlike traditional search engines, ChatGPT Search is not a standalone platform. Instead, it seamlessly integrates into the ChatGPT interface, allowing users to receive real-time information within their conversational exchanges.

This duo talks through recent searches they played with. Loren shares how he asked ChatGPT Search about the Dodgers' game, and it promptly provided him with the latest scores and game details. It even understood context when he inquired about weather conditions, advising on whether to wear a coat in Los Angeles that evening. The AI didn't just pull generic data; it provided customized responses based on real-time information, all within a conversational framework.

The integration is brilliant. By embedding search capabilities into ChatGPT, OpenAI has effectively transformed the AI assistant into a practical tool for daily life. Whether you're checking sports scores, weather forecasts, or the latest news, ChatGPT Search can now serve as a one-stop resource without the need to switch between apps or platforms.

Privacy and User Experience

One aspect that stood out in their discussion was the privacy advantage of using ChatGPT Search over traditional search engines like Google.

ChatGPT doesn't track personal data, mine your information, or retarget you with ads based on your queries. This less intrusive approach can make users more comfortable asking a broader range of questions without worrying about their data being collected and used for advertising purposes.

This could be a significant draw for users who are increasingly concerned about privacy. In an era where data is gold, offering a service that respects user privacy while providing real-time, accurate information is a strong competitive advantage.

Implications for SEO Professionals

The introduction of ChatGPT Search brings forth new considerations for SEO professionals. Since it leverages Bing's search capabilities for web data,?optimizing for Bing?becomes more critical than ever. Roger noted that Bing has been at the forefront of AI integration, often ahead of Google in certain aspects, but overlooked by SEOs.

Many in the SEO community might underestimate Bing's sophistication. Traditionally, SEO strategies have been heavily Google-centric, but with OpenAI's partnership, Bing is becoming more relevant. For instance, tools like?IndexNow, which Bing supports, allow for faster content indexing, reducing server loads and energy consumption—a win-win for both webmasters and the environment.?This is now even more important.

ChatGPT Search differs from Google's AI Overviews

While Google's AI overviews provide quick summaries at the top of search results, ChatGPT Search offers a more in-depth, conversational experience. It's not just about getting an answer; it's about engaging in a dialogue. The way people interact with ChatGPT Search is inherently different from traditional search.

It creates a new paradigm that doesn't compete directly with Google but replaces the old way of searching with a more interactive experience and radically shifts user behavior.

ChatGPT doesn't have its "fingers in your private life," unlike Google, which collects extensive data for personalization and advertising, potentially drawing more people toward ChatGPT Search for their informational needs.

Roger's advice to increase the chances of being cited by ChatGPT Search is to craft content with high information density—clear, concise, and directly answering potential queries, similar to how AI overviews present information. By writing content as if you're aiming for a featured snippet, you improve your chances of ranking in AI models?like ChatGPT Search.

Google's Creator Conversation Event

The?recent Creator Conversation event?hosted by Google. About 20 independent site owners, many of whom are product review publishers, were invited to voice their concerns directly to Google representatives, including Danny Sullivan and Pandu Nayak.

These publishers have experienced significant traffic declines following the Helpful Content Update (HCU). They felt that despite producing high-quality, experience-rich content, their sites were being?overshadowed by larger brands?in search results. The event was an opportunity for them to seek answers and understand how they could adapt to the changing algorithms.

However, the consensus among attendees was that while Google listened, immediate solutions were not provided. The focus seemed to be more on?gathering feedback?rather than offering actionable guidance. Danny Sullivan mentioned to one of the attendees that their?content wasn't the issue, which left many puzzled about what steps to take next.

Even though Google encourages publishers to highlight their firsthand experience, the challenge remains: how do smaller publishers compete with big brands that have substantial resources and established authority?

While larger brands have advantages, independent publishers possess unique strengths, such as agility and authenticity. They can pivot more quickly, produce specialized content, and engage directly with their audience in ways that larger organizations might find cumbersome.

Drawing from their own experience at Search Engine Journal, we've managed to compete with larger media outlets. Both Loren and Roger have 25 years of experience?in SEO. This depth of knowledge enables us to provide insights and analysis that larger media companies, which may not specialize in SEO, simply can't match.

While big organizations have layers of bureaucracy that can slow them down, we at SEJ can move quickly delivering timely, expert content. Our authenticity and firsthand experience in the SEO industry enable us to connect with our audience on a deeper level.

For example, when covering complex updates or nuanced industry shifts, our team can draw upon decades of hands-on experience. This expertise is something that larger media outlets might lack, as their writers may not have the same level of specialization in SEO.

Final Thoughts

Our industry is at an inflection point, with?AI overviews launching globally and AI-powered search engines entering the market.?

Here are some key takeaways from our conversation:

• Focus on creating authentic content that genuinely serves your audience's needs. Share your unique experiences and insights, which can set you apart from larger competitors.
• Highlight the specialized knowledge and experience you have in your field. Just as we leverage our deep understanding of SEO, independent publishers can showcase their own areas of expertise to build authority and trust with their audience.
• With the rise of AI-driven search engines like ChatGPT Search, ensure your content is easily digestible by AI models. This might involve crafting clear, concise content with high information density.
• Don't rely solely on organic search traffic. Explore other channels like social media, email marketing, and community engagement to build a robust and resilient presence.

Thanks for joining us on this week's SEO Rewind.?Get the latest news by following us here on LinkedIn or subscribe to our newsletter.

See you next week, and remember... be kind, please rewind.