OpenAI's recent move into the search landscape with SearchGPT was both unexpected and anticipated. As generative AI transforms the search domain, the long-standing dominance of Google may be challenged.
Nevertheless, search and SEO experts assert that Google is not facing extinction. SearchGPT and competitors like Perplexity signify a shift in the landscape, introducing competition that compels innovation.
The Impact of Competition
Scott Gabdullin, CEO of Authority Factors, remarked that generative AI is pushing Google to explore new features, such as its controversial AI Overview. "Competition is healthy for the industry, fostering innovation," Gabdullin noted. "The monopoly on search is evolving."
Historically, Google has commanded nearly 82% of search traffic in 2024. To maintain visibility, companies must adhere to Google's standards, leading to the rise of SEO practices designed to elevate their rankings. This trend is often cited as a reason for the frustrating search experiences users face today.
Other AI search engines like Perplexity have started to capture some of Google's traffic, though the impact remains minimal. In response, Google began integrating AI features, launching AI Overview in May. This move, however, sparked controversy as site owners claimed it diverted traffic away from them. At the same time, Perplexity faced backlash for reportedly ignoring website opt-outs.
Gabdullin argues that Google must continuously enhance its offerings to outpace competitors. However, experts like Jim Yu, co-founder of BrightEdge, contend that only a leading entity like OpenAI can effectively challenge Google's dominance.
"OpenAI is strategically positioned with brand recognition, integration with Apple iOS, and features like conversational search and visual results," Yu said. He emphasized that OpenAI has a significant opportunity to reshape search dynamics and online marketing.
SEO professionals have noted that OpenAI appears to be learning from Google and Perplexity's launch missteps with SearchGPT. Yu highlighted that SearchGPT encourages follow-up questions—something Google has moved away from in AI Overview—allowing users to refine their search results.
Gabdullin added that, unlike Google's AI Overview, OpenAI is committed to informing publishers about traffic directed to their sites and is actively pursuing partnerships for better indexing.
Furthermore, OpenAI's collaborations with major companies like Apple could introduce its capabilities to vast user bases. "If SearchGPT starts catering to Siri requests, it could significantly increase its user base by offering ad-free search results," said Christian Ward, chief data officer of Yext.
Despite these developments, Google will not relinquish its market share easily. "Competing with a giant like Google is challenging," Yu observed. "While newer AI engines like Perplexity have more at risk, this marks an important step for SearchGPT as it seeks to challenge Google."
Adapting SEO Strategies
The need for innovation extends beyond Google. Gabdullin believes that SearchGPT will encourage brands to diversify their engagement strategies beyond traditional SEO. "SEOs are learning that simply being an SEO specialist is not enough; they must also embrace marketing," he explained.
With the evolution of SEO keywords and ranking strategies, Gabdullin points out that AI-driven platforms like SearchGPT and Perplexity now analyze website data much more swiftly. This allows SearchGPT to prioritize site quality in its ranking criteria.
"The competitive landscape has changed; the powerful computations involved make it harder to manipulate rankings," he noted.
This evolution has prompted SEO companies to leverage AI tools, such as Ahrefs and Semrush, which harness AI models to enhance their search predictions and keyword strategies.
Ranking
