Will SearchGPT be the death of Google?

Google has reigned supreme in Search for decades, processing over 8.5 billion searches a day. But now, there’s a new kid on the block: SearchGPT, powered by AI models like OpenAI’s ChatGPT. With its conversational capabilities and evolving intelligence, people are starting to wonder – could SearchGPT dethrone Google as the king of Search?

Let’s break it down.

What you’ll find:

• Comparing SearchGPT to Google
• The pros and cons of SearchGPT
• SearchGPT and SEO
• The Google advantage: Scale and trust
• What does this mean for B2B businesses?
• Will SearchGPT actually overtake Google?
• Key takeaways 

Conversation vs exploration – comparing SearchGPT to Google

SearchGPT is an AI-powered search tool, built on advanced language models like OpenAI’s GPT. It delivers direct, conversational responses instead of lists of links. 

On the other hand, Google operates as a more traditional search engine, offering a ranked list of websites, articles and resources based on a combination of keyword relevance, page authority and user behaviour. It’s the full package, offering paid ads, local business results, images, and videos for a comprehensive search experience.

Interestingly, a recent study found that SearchGPT’s results are 73% similar to Bing’s, but only 46% overlap with Google’s. Plus, about 32% of SearchGPT results come from media sources, which gives it a slightly different flavour.

Let’s compare with an example. Say we type in ‘how to build a successful business’ to SearchGPT:

This informational query brings up a list of steps which is helpful if you’re looking for a quick, generalised answer. Sources are pretty recent and authoritative, including the likes of Forbes, the Entrepreneur and Hubspot.

Now let’s look at Google’s results:

With Google you still get a nice AI overview summarising the topic from various sources and providing a list of tips. The top ranking sites are similar to the ones summarised by SearchGPT. You also get People Also Ask questions for quick answers to common queries. This means that users get richer results at the cost of having to scroll past sponsored ads and click through to various sites to get the full information they are looking for. However, for businesses, this means users are more likely to click through to your site if the AI summary didn’t quite cut it.

Pros of SearchGPT

• Perfect for informational searches, summarising details from various sources so you don’t have to trawl through multiple links
• Conversational AI offers direct answers – no need to dig through search results
• 26% of URLs ranking in SearchGPT get no traffic from Google, suggesting new visibility opportunities for businesses
• Ad-free browsing (a win for users tired of dodging sponsored links)

Cons of SearchGPT 

• Falls short on variety and depth, especially in navigational, transactional, and local searches (on average 13 results vs. Google’s 100+)
• Some news results are outdated
• Lacks maps, videos, and other rich search features we’ve come to expect
• AI summaries could lead to less clicks through to your website
• Occasional cases of incorrect information in results (but still less than 1% of searches)
• Lack of data access makes it hard to compete with Google for shopping and local searches
• Ad-free (which might not thrill businesses hoping for a little exposure)
• Could eventually shift to a paid subscription model

SearchGPT and SEO – disrupting Search through conversational AI

SearchGPT is fundamentally changing the way users engage with search engines. Rather than providing a list of links, it offers direct answers in a conversational format. The allure here is clear – why sift through 10 websites and a pile of ads when you can get a clear, concise AI overview in seconds?

For B2B marketers, this shift has huge implications. Businesses might soon have to focus on providing AI-friendly content that responds directly to user queries. The rules of SEO could change drastically.

One thing’s for sure: conversational artificial intelligence is on the rise. SearchGPT’s ability to understand context, answer follow-up questions, and handle complex inquiries could eventually make the traditional search experience feel outdated.

If you’ve ever been caught in the rabbit hole of “Why does my website need schema markup?” followed by “How do I implement it?” and then “What’s a good CMS for that?” – SearchGPT’s intuitiveness may seem appealing.

The Google advantage: Scale and trust

But hold on – Google isn’t going down without a fight. Google has what SearchGPT doesn’t (yet): massive scale, data and user trust. Its algorithms are finely tuned with years of historical data, and people trust Google to deliver credible and timely information.

Plus, Google isn’t exactly sitting on its hands. It has been integrating AI into its search engine for years (remember RankBrain and BERT?). Google’s Bard AI and Search Generative Experience (SGE) are clear signs that the tech giant is leaning into the conversational AI trend itself, and it’s certainly not losing sleep over competition just yet.

So, what does this mean for B2B businesses?

Whether or not SearchGPT overtakes Google, AI will shape the future of search. Here’s what you should consider:

• Conversational SEO: Optimising for AI-driven platforms like SearchGPT means rethinking how you create content. Structured data, clear FAQs, and content designed for quick, direct answers will become key. SearchGPT thrives on useful, succinct responses
• Content strategy shift: Instead of churning out blog posts for the sake of keywords, you’ll need to start building B2B content that AI understands and uses to generate answers. Think precise, valuable and niche content that builds on topical authority 
• Multi-channel marketing: Google isn’t the only game in town anymore. You’ll need to diversify, preparing for SearchGPT and other emerging platforms. The more places your business shows up with clear, authoritative answers, the better positioned you’ll be
• User Experience optimisation: Whether it’s on Google or SearchGPT, people want fast, relevant answers. Ensuring your site is optimised for Core Web Vitals, mobile responsiveness, and easy navigation will still be crucial, regardless of how people find you 

Will SearchGPT actually overtake Google?

While SearchGPT is making waves, overtaking Google won’t be easy. Google is deeply embedded in our lives – it’s not just a search engine, it’s an ecosystem. But as AI technologies like SearchGPT become more advanced, the traditional way we search and optimise content could radically change.

What’s more likely? Google and SearchGPT will coexist, each serving different user needs. Google will continue to dominate structured, research-heavy searches, while SearchGPT will shine in more conversational, immediate search query environments.

At the end of the day, the search landscape is evolving and we need to evolve with it.

The takeaway for B2B businesses

The rise of SearchGPT doesn’t signal the end of Google’s reign, but it does mark the start of a new era in search. Businesses will need to prepare for an increasingly AI-driven future where conversational search becomes the norm and strategies must adapt accordingly.

So, whether SearchGPT becomes the next big thing or just another tool in the box, the game is changing. And you can keep your website ahead of the curve with help from our expert SEO services.

Author information

Emily, our content manager joined SeventhElement in 2018 and is behind the creative thinking and SEO content strategy that fuels our client projects.

Learn more about Emily

With 15 years of hands-on SEO and digital marketing experience, agency director Ash is the driving element behind our digital team. Ashley heads our digital execution team, delivering innovative strategic and tactical marketing initiatives and campaigns; helping propel our clients’ growth and success.

Learn more about Ash

References 

1. https://www.searchenginejournal.com/searchgpt-vs-google-early-analysis-user-feedback/526232/
2. https://seranking.com/blog/searchgpt/
3. https://www.washingtonpost.com/technology/2024/09/04/openai-searchgpt-chatgpt-google/