OpenAI has announced that it is now officially testing its SearchGPT prototype. Could this be a serious threat to Google? Previously, concerns over major search engine changes were minor and incremental. This, however, could potentially be a complete disruption. We don’t yet know how it will impact things, but it’s vital for us search marketers to prepare.
From the beginning of my career, I have followed Avinash Kaushik and highly recommend subscribing to his weekly newsletter. He breaks down three major challenges, and I’ve added a fourth regarding monetization:
1️⃣A Switch in Methodology
The search engine will use LLM/GenAI methods instead of simple PageRank. The specifics are still speculative and less of a worry for now.
2️⃣From “Result” to “Answers”
Instead of links, users will get direct answers. This will likely increase zero-click results, reducing website traffic and tracking possibilities.
3️⃣A Switch in How We Search
Search phrases will become longer and more complex, with an increase in long-tail keywords.
4️⃣A Switch in Monetization
Subscription-based search engines have failed as a business model. Ads will remain but are likely to become more visual, incorporating rich content like images and videos. The dynamics will change, with headlines potentially expanding or shrinking based on context.
Key Implications for Search Marketers
Tracking will become more difficult. Techniques like MMM and incrementality tests will become crucial. Adding rich media and content to your website and ads will help improve match rates.
OpenAI Start Testing SearchGPT Prototype
