SearchGPT: The Next Evolution of Search?

If you've tried generative AI assistants like ChatGPT, Gemini, or Claude, you've probably used them in place of a traditional Google search at least once. These models' natural language processing power creates huge potential for more precise and relevant search results; both Google and Bing have already incorporated them, at least in some capacity, into their search products. On July 25th, however, an intriguing new player entered the field, as OpenAI announced their new prototype, SearchGPT.

What Does SearchGPT Mean for Google Search?

While at the moment, SearchGPT is just a temporary experiment (getting access requires joining a waitlist), natural language processing and generative AI will only keep growing in importance. What, then, does this mean for more traditional search engines and paid search advertising? 

Some marketers might worry that OpenAI or others could make Google search irrelevant. However, it’s important to remember that Google remains the dominant search player in 2024 (by a considerable margin), and its own investment in generative AI may help it keep pace with or even beat out these plucky new entrants.  

So, don’t count on SearchGPT being an overnight game-changer. Still, it may be a signal of things to come. It’s quite possible we’ll see a gradual shift in user behavior, with some traditional keyword-based searches replaced by more conversational queries, where users prefer direct, precise answers (instead of traditional search engine results that require clicking through links). And while other types of searches (e.g., local searches like “plumber near me,” or product searches like “hybrid nonstick 12-inch frying pan”) may not change as dramatically, search user interfaces (and therefore user experiences) will continue to evolve. 

How Does This Impact My Marketing Strategy?

Because of the experimental nature of most generative AI search tools, it’s understandable that many marketers are uncertain about what the future may bring. Still, with the growing trend toward machine learning and natural language processing, 2060 Digital expects these three marketing tactics to become even more important to a successful marketing strategy. 

1. Local SEO and Reviews 

For businesses with a local presence (whether operating brick-and-mortar locations or across a wider service area), investing in a strong local search strategy is more crucial than ever. As search algorithms lean more heavily on AI to evaluate your business quality and relevance, maintaining robust, accurate profiles across business directories (Google Business Profiles, Yelp, etc.) and gathering strong customer reviews will become increasingly important to maximizing your online visibility. 

2. Content Strategy 

Well-written, clear content will be critical for increasingly detailed searches; a search engine optimization (SEO) strategy focusing on both quality and depth of content is essential. Writing certain content in a “question and answer” format (e.g., an FAQ page) may become more helpful as search queries shift over time. Planning and writing effective content, however, takes an awful lot of work, so consider finding a strong search engine marketing partner who can help. 

3. Brand Awareness 

Building brand recognition, credibility, and customer loyalty can influence ever-more-sophisticated AI algorithms to favor your content. On top of that, investing in brand awareness also amplifies the impact of your other marketing tactics. So, as generative AI search continues to reshape the customer journey, expect successful brands to invest more in “upper funnel” tactics, an increasingly vital (but often overlooked) driver of bottom-line marketing performance. 

Need Guidance? We Can Help.

The marketing landscape is dynamic and complex. Fortunately, 2060 Digital has the research, platform-certified experts, and real-world performance data to help you navigate this ever-changing field. As a Google Premier Partner, we’re one of the top agencies for search engine marketing, continually adapting to help our clients grow through Connected Performance™. If you’re feeling a bit overwhelmed, contact our team to see how 2060 Digital can help you drive measurable results.