Should You Optimize for ChatGPT Search, Google, or Both?
For as long as most can remember, Google dominated how people searched for information and how businesses became visible online. Now, ChatGPT Search (originally SearchGPT) is rewriting the rules. To maintain or boost your website’s presence, should you focus your efforts on one platform, or divide your eggs between both baskets?
What Is ChatGPT Search and How Does It Work? 
ChatGPT Search is a web search feature within ChatGPT by OpenAI. It uses a fine-tuned version of GPT-5 to process user inquiries in natural language and retrieve real-time information from the web.
Instead of returning a list of links like a traditional search engine, ChatGPT Search gives you, the user, direct answers by summarizing relevant information from the web. It understands the context and intent behind your question, much as ChatGPT does in a chat. Because it performs real-time web searches, the answers can include the latest news or data.
For example, instead of showing you links for “best running shoes,” ChatGPT Search might give you a list of popular brands and models, along with the pros and cons of each. The interface also lets you ask follow-up questions to ensure you get all the information you need.
What Is OAI-SearchBot?
OAI-SearchBot is OpenAI’s web crawler. It collects and analyzes web content to power AI-driven search results and real-time information retrieval in OpenAI’s search applications.
Unlike GPTBot, OAI-SearchBot doesn’t collect content for training AI models. It’s strictly for crawling and indexing web content to improve ChatGPT’s search-based responses and build an index similar to Google and Bing.
Did you know? GPT is short for Generative Pre-Trained Transformer. As of August 2025, GPT-5 is the foundational large language model (LLM) powering OpenAI.
How Does Google Search Work Again? (A Review of What We All Should Know by Now)
Google is still the dominant search engine, even with a new player in town. It receives about 97.2 billion visits each month. In comparison, ChatGPT receives approximately 5.43 billion visits per month.
Google has a notoriously complex algorithm, one that sometimes perplexes even seasoned SEO analysts. It indexes the web and ranks pages using signals like keywords, backlinks, content quality, user experience, and many other factors. Its advanced AI systems, including BERT, RankBrain, and Gemini, help it understand the meaning and context behind search queries. It analyzes the words you use, but also the context around them, and compares that to web pages it has crawled.
This giant typically favors pages with high-quality content, fast load times, mobile-friendliness, and reputable backlinks. It also displays search results as a mix of paid ads, organic links, knowledge panels, and answer boxes (featured snippets or “People Also Ask”). For instance, if you Google “best golf clubs,” you’ll typically see product ads, a list of links to e-commerce sites, and maybe a “People also ask” section with FAQs. Google’s personalization also tailors results based on your location and search history, so two users might see different results for the same query.
Unlike ChatGPT Search, Google indexes hundreds of billions of web pages and can process detailed, complex queries. Its results are more organized in a traditional list format, though they often include ads and multiple links for users to review.
ChatGPT vs. Google
The question is, how does ChatGPT compare to Google? To see how these search engines differ in function, technology, and SEO impact, the table below covers everything from search logic and indexing to user experience and ranking behavior.
| Feature | ChatGPT Search | |
| Answer Type | Conversational, synthesized answers drawn from multiple sources; provides information in the form of explanations rather than lists or blue links. | List-based results with structured snippets, featured snippets, and links to external sites. |
| Search Personalization | Personalized based on current query, conversation history, and saved memories; uses ChatGPT’s memory feature to reference past interactions when enabled. | Highly personalized based on the user’s search history, location, language, and device. |
| Advertisements | Currently ad-free; no sponsored content or paid placements as of November 2025. | Contains paid ads in search results (top, side, and bottom positions). |
| Result Source Transparency | Cites sources in responses, though accuracy and completeness vary. Studies have noted alarming error rates of 93% and a high number of fabricated citations. | Displays each source as a clickable link in search results. |
| Content Depth | Excels at surface-level explanations and summaries, but can lose detail when handling technical content. Deep Research mode enables more in-depth analysis, though it requires manual fact-checking. | Capable of deep indexing and handling long-form, multi-layered content. |
| Handling Complex Queries | Limited with standard search; excels with multi-step research questions when using Deep Research. | Excels at interpreting and organizing complex or multi-source queries. |
| Real-Time Search | Performs real-time searches; retrieves web data within seconds or minutes. | Maintains continuous, large-scale indexing and superior real-time updates across billions of pages. |
| User Experience | Clean, distraction-free interface in a simple conversational, chatbox-like format. | Traditional search interface; may overwhelm users with ads, side panels, and SERP features. |
| Content Index | Narrower web coverage; retrieves topically relevant sources. | Vast index covering virtually all accessible web content, including niche and long-tail pages. |
| Ranking Signals | Uses AI to synthesize information from authoritative sources; prioritizes brand mentions and credibility signals over traditional backlinks. | Ranks pages based on 200+ signals including backlinks, content quality, engagement metrics, and technical SEO. |
| Content Presentation | Provides full-sentence explanations. | Shows results as clickable headlines, meta descriptions, and snippets. |
| SEO Optimization Approach | Prefers conversational, question-based, context-rich writing and structured data (FAQ schema, JSON-LD). | Prefers keyword relevance, site authority, mobile optimization, and Core Web Vitals compliance. |
| Schema and Structured Data Recognition | Reads structured data (e.g., FAQ, Product, Article schema) to enhance contextual accuracy. | Uses structured data to create rich snippets, star ratings, and product carousels. |
| Backlink Impact | Minimal; evaluates content meaning over backlink volume. | Backlinks remain a major ranking factor for authority and trustworthiness. |
| Crawlability | Uses OpenAI’s OAI-SearchBot for live crawling; respects robots.txt and meta directives. | Uses Googlebot with deep crawling infrastructure and continuous updates. |
| Multimedia Integration | Can reference or describe images, videos, and charts in answers (limited interactive display). | Displays multimedia directly in SERPs (images, videos, shopping results, maps). |
| AI Integration Level | Fully AI-driven, using natural language models to generate and synthesize responses. | Integrates AI via RankBrain, BERT, and Gemini for contextual understanding and query matching. |
| User Intent Handling | Interprets queries conversationally; tailors answers to user phrasing and inferred goal. | Classifies intent (informational, navigational, transactional, local) through algorithmic signals. |
| Data Freshness | Fetches current data live from the web when browsing mode is active. | Updates its index continuously but with slight delays depending on site crawl frequency. |
| Citation and Attribution | Displays citations for referenced material; limited control over which sources appear. | Shows source links upfront; publishers control snippets through meta tags and structured data. |
| Local SEO Relevance | Not as comprehensive as Google local listings or maps integration. | Strong local SEO infrastructure (Google Maps, Google Business Profile, localized results). |
| Voice Search Compatibility | Integrates with voice-based queries. | Supports voice search through Google Assistant and mobile voice input. |
| Analytics and Webmaster Tools | No native analytics tools; must use third-party platforms, like Google Analytics, to measure traffic. | Full analytics ecosystem (Google Search Console, Google Analytics). |
| User Interaction and Follow-Ups | Enables conversational follow-up questions within the same context thread. | Each query treated separately; no persistent conversational memory. |
| Monetization Model | Currently none.. | Ad-based revenue model via PPC advertising. |
| Strengths | Delivers quick answers ideal for short, informational queries. | Delivers comprehensive search coverage; strong for deep research, local results, and commercial intent. |
| Weaknesses | Limited citation control; struggles with layered or specialized topics. | Ad clutter, potential bias from personalization and paid promotions. |
Interpreting the Comparison
ChatGPT Search and Google take very different paths to delivering information, but both prefer and reward informative, organized, and trustworthy website content. From an SEO standpoint, Google is still #1 at driving traffic. In fact, AI search brings less than 1% of traffic to most websites. Still, optimizing for answer engines future-proofs your business by preparing it for AI-driven discovery. Integrating both in your SEO strategy can improve search visibility across traditional and AI-powered platforms, especially as they evolve.
If Google Drives Way More Traffic, Should You Still Optimize for Answer Engines?
Yes, because even though Google dominates, ChatGPT Search is changing how search visibility works.
As mentioned, ChatGPT Search provides direct answers instead of links, so users may stop visiting websites for convenience’s sake. In fact, several websites’ traffic is already down by 52% thanks to answer engines.
To elaborate further, here are the reasons why businesses must rethink their SEO strategies and optimize for ChatGPT Search:
1. Maintain, Boost, or Lose Site Traffic: The Choice Is Yours
When ChatGPT Search answers a question, the user may never open the website containing the source information. For example, a user who asks, “Does PrimeView offer AEO services?” might receive the answer straight from ChatGPT Search. That result prevents a page visit and reduces traffic.
To boost traffic, pages must include question-based language that matches user intent. Content written in that format gives the model a reason to cite or display it.
2. Be More Visible, Even If You Don’t Rank High on Google
ChatGPT can cite pages that Google doesn’t have room for in its coveted first page.
Smaller websites that publish accurate, relevant, and high-quality content have an advantage here. As long as the information directly answers a question, ChatGPT may retrieve it, even if the source has few backlinks.
Businesses with detailed product pages, Q&A sections, and informative blog content can gain exposure in AI-based search without competing against large domains.
3. Improve Site Rankings Across Platforms
ChatGPT Search measures quality differently from Google. Traditional SEO ranks websites based on backlinks, keywords, and technical signals. On the other hand, ChatGPT Search prioritizes websites with high-quality, relevant, and comprehensive content that effectively and accurately answers user questions.
To adapt and survive, modern SEO strategies must include:
- Keyword research and technical compliance for Google.
- Direct, factual responses for ChatGPT Search.
Your business has a better chance at securing reach across search and AI-driven results by combining these methods. If you’re not adapting your SEO strategies, you’ll lose visibility to competitors who are.
How to Optimize for ChatGPT Search
Now that you know that optimizing for Google won’t be enough anymore, consider the following tactics on how to rank on ChatGPT Search, adapted from experts, early guides, and our own trials, errors, and triumphs here at PrimeView:
1. Answer User Questions Directly
Think of the questions your target audience will ask, and make sure your content answers them. Write in a natural, conversational tone, the same way you would explain one of your products or services over the phone or in person. Structure your sentences simply, avoid filler, and keep the reader in mind at every point.
2. Use Schema and Structured Data
Mark up your content so AI search can understand it. For example, use FAQ schema for Q&A sections, product schema for shopping info, and article schema for blog posts. Schema markup helps ChatGPT Search (as well as Google) parse the context and display rich responses.
3. Include Multimedia
Add relevant images, videos, and infographics to your pages. ChatGPT Search can show or reference visuals in its responses, including AI-generated images about a topic.
Visual material improves how a page communicates information, and it helps users understand data or step-based content faster. For example, a product page can include labeled images that explain the item’s features and benefits. Infographics are also popular among consumers, as they help summarize facts, numbers, or trends.
Pages that combine multimedia elements with organized written sections have a better chance at being cited or summarized in AI-generated results. Visuals also improve user comprehension, reduce reading time, and signal quality to human readers and search systems alike.
4. Focus on Contextual and Long-Tail Keywords
Although traditional short keywords help search engines identify a topic, it’s the longer phrases that match what customers type on Google and ChatGPT Search that will improve your visibility. For instance, target “how do I fix a leak under my sink” instead of just “plumbing leak.” Pages rank higher on ChatGPT Search when they answer a complete query and include supporting context. We also recommend using synonyms and related terms so the AI understands your topic fully.
5. Create FAQ and Interactive Content
Add FAQ sections to your website to cover common questions in your niche. Also consider interactive elements like quizzes, calculators, or polls to engage users. A well-structured FAQ is especially helpful because ChatGPT Search can directly pull question-answer pairs.
6. Tell Stories When Relevant
Sprinkle in storytelling elements to enhance user engagement and connect with your audience on a more personal level. Sharing case studies or relatable experiences also humanizes your content, especially since a growing number of users have begun rejecting automated or unnatural material.
7. Stay Updated and Track Performance
ChatGPT Search is evolving. Keep an eye on industry news and modify your strategy as needed. Use analytics tools to see which content is being picked up by AI search. If a certain type of content starts ranking on ChatGPT, you can adapt that method to other relevant pages.
So, Should You Optimize for ChatGPT or Google?
The answer is both, but with priorities based on your goals and audience. Consider the following when allocating your SEO budget and resources:
- Google is still the leading source of web traffic: Since Google handles the vast majority of searches, neglecting Google SEO would be a costly mistake. Continue implementing effective Google SEO tactics (keywords, backlinks, technical SEO) to ensure your site ranks in the broadest audience of searchers. ALSO READ: What’s Holding Back Your SEO Success?
- Adapt for specific queries: Identify the questions users often ask in your industry, then create content that contains enough information for ChatGPT Search to generate a complete answer. If a query brings high-value visitors (e.g., “best web designer in X”), ensure your page answers it succinctly so ChatGPT Search will pick it up. In practice, you need to blend strategies, such as writing your content to be both keyword-rich (for Google), as well as conversational (for ChatGPT Search).
- Business goals: Think about what you want. If your goal is maximum traffic and brand exposure, prioritize Google SEO since it reaches more people. If your goal is answering user questions and generating leads (e.g., through contact forms), include ChatGPT Search tactics. We suggest a hybrid SEO approach of using Google SEO for broad visibility and ChatGPT Search SEO for targeted Q&A queries.
- Monitor and adjust: Track your sources of traffic and adapt accordingly. Pay attention to which pages attract the most visitors and which topics are generating buzz on AI platforms. Double down on what’s working. When Google’s algorithm updates affect your rankings, revisit your traditional SEO strategies and apply the current best practices.
In short, don’t abandon Google for AI search or vice versa. Optimize your high-value pages so they rank on traditional search engines and answer engines. To cite one last example before we wrap up this article, a product page can rank on Google for general terms and also appear in ChatGPT Search for a direct query. Optimizing for both hedges your bets and helps you cover all bases.
Improve your visibility across Google and AI-powered answer engines. Contact PrimeView to integrate adaptive SEO strategies built for the next generation of search.
