Is ChatGPT the future of search? And what does that mean for your business

Google has been all-powerful in the world of internet search for a very long time.

Most people looking for business solutions today search ‘Google’ and trust the organic listings to send them to the right place.

But is all that about to change?

As people start to use ChatGPT for search, will the investment you’ve made in optimising your website for Google be a waste of cash?

In this article, we discuss the changing search landscape and what it means for your business and explain why Brilliant Digital clients remain in the driver’s seat.

What does ChatGPT search look like?

Above, you’ll see an example of a ChatGPT 4.0 search for ‘Veterinary Dentist Brisbane’.

Then, you’ll see ChatGPT’s summary of the search results with Brilliant Digital’s client, Advanced Animal Dentistry top of the list.

This is the power of a properly optimised and structured website being found by a very powerful AI tool.

The change in the search landscape is moving exponentially.

ChatGPT’s search results are evolving each week.

For example, global maps have started to appear in some search results, instantly breaking borders and allowing search users to quickly compare both national and international offerings.

And let’s be clear – ChatGPT search is just the tip of the iceberg.

More AI-powered search engines will appear like magic over the next few months and years, and we will all personalise our search in the same way we personalise our media choices now.

Some people (likely those looking for premium or specialist services) will pay for premium AI tools that cut out the noise and give them exactly the search results they are looking for.

Others will be happy following the crowd and being led by the agendas of the most powerful players.

However this plays out, Google’s monopoly is certainly under threat.

What does the fracturing of search mean for you and your business?

The very good news for you is that if you are a Brilliant Digital client who has invested in a properly structured and optimised content-rich website and if you keep investing in adding new high-quality content, you will automatically appear in multiple search results on ChatGPT like the example above.

All Brilliant Digital clients who engage us for content creation receive a monthly or quarterly report.

We’ve already started rolling out Chat GPT traffic data as part of that report, which makes it easy for our clients to see what percentage of their website users come from this new channel and how engaged they are.

These reports also help us to understand the emerging data and work out how to use it to further optimise and future-proof our clients’ websites.

The growth of ChatGPT traffic will be slow at first because most people use Google, and old habits die hard.

Your customers will make the change slowly.

And Google certainly won’t lose market share without a fight.

But make no mistake – change is here.

Why you'll remain in the drivers seat

All this change is very exciting for Brilliant Digital clients.

We have always maintained that a well-optimised website full of quality content is the cornerstone of digital marketing success.

And as search fractures and the search engines compete for market share, guess what they will be fighting to find?

They’re looking for your lovely website, already filled with well-optimised quality content and set up correctly for search.

All you need to do is keep investing in strategised, high-quality website content, keep your website maintained and up to date, and the quality organic search traffic will keep coming.

Meet the author

I’m Deb Croucher, a former veterinary surgeon with a passion for digital marketing.

In 2008, I permanently traded my stethoscope for SEO after successfully leveraging Google to power my vet business.

Diagnosis and treatment is still part of my day though!

In Brilliant Digital, I identify issues, uncover opportunities and formulate marketing strategies that support business success and longevity.

You can read more digital marketing articles here. I love to chat so feel free to drop me a line!