At Blueprint we’ve been digging into the new Search GPT, and it’s been fascinating to see how differences between it and Google search could shake up our industry. Google’s still the go-to with its established algorithms and familiar ranking factors, but Search GPT brings some game with AI-driven responses that feel more conversational and context-aware.

We performed hundreds of searches in both Google and Search GPT, comparing the results from each. In this post we’ll share what we found — what sets them apart, where each shines, and what these changes could mean for SEO strategies and digital marketing moving forward. Let’s delve into how these game-changing tools are shaping the future of search.

(Only kidding with that last line!) 

Key Points:

• Google’s advertising-first model is finally showing its cracks: Search GPT’s conversational approach delivers what users actually want, not what advertisers pay for
• The backlink economy is dying: Search GPT’s authority measurement through genuine online consensus means you can stop wasting money on artificial link building
• Google’s keyword game is becoming obsolete: While your competitors fight over exact match terms, optimizing for Search GPT lets you capture intent across the entire customer journey
• The winners in this new era will be brands that build real authority through value, not those who master Google’s pay-to-play system

Why SEO Loves Google Search

Google Search has been SEO’s reliable cornerstone, designed to rank content based on algorithms that consider relevance, authority, and user experience. It’s a system we know well: factors like keywords, backlinks, and site speed determine where content appears on the SERP. Google constantly updates these algorithms, too, with recent shifts focusing on things like page experience (remember Core Web Vitals?) and trustworthiness signals, which have kept us on our toes.

This setup allows marketers to structure SEO strategies with clear benchmarks, knowing how Google’s ranking factors influence visibility and engagement. While it’s not without its challenges, Google’s search is predictable enough that we can create content tailored to rank, attract clicks, and drive conversions.

Don’t believe us? Check out our success stories

Are Search GPT Results Better Than Google’s?

Search GPT takes a completely different approach than Google, leaning into AI to deliver responses based on context and conversational flow rather than the strict keyword-relevance rules we’re used to. Instead of listing a range of search results, it generates a single, comprehensive answer that aims to address the query right away. This model is less about finding pages and more about synthesizing information, which makes it feel almost like having a chat with a knowledgeable assistant.

This setup could mean a big shift for SEO, as the emphasis moves from optimizing for keywords to creating content that feels more natural and informative. With Search GPT, there’s less focus on page rank and more on how well content aligns with what the AI interprets as a high-quality, direct answer to a user’s question.

Google vs Search GPT In Practice: User Search Journey

SEO often lasers in on the results for a specific keyword, with less consideration for the entire informational journey that takes place before and after it. 

Let’s say a user has just been in a car accident and needs medical attention. With Google, they’d likely start by thinking through what to search for—maybe starting with “car accident injuries” or “what to do after a car accident.” They’d sift through the results, refining their search a few times before arriving at something like “car accident doctor near me” once they realize they need a specialist.

With Search GPT, this process is more intuitive and conversational. The user might start by simply asking, “I was in a car accident; what should I do?” Search GPT would guide them with step-by-step advice, possibly recommending medical help for certain symptoms. As the conversation continues, it would naturally lead the user toward finding a nearby doctor specializing in car accident injuries—doing much of the refining for them. In the end, Search GPT cuts down on the steps, helping users quickly arrive at specific, actionable solutions without needing to nail down the exact keywords themselves.

Impact on SEO Practices

With so much complexity, this stuff can all get overwhelming quickly. So it’s helpful to stay focused on the core principles both search platforms (or really any search platform) use to determine results:

• Authority
• Relevance
• Intent

Relevance and Intent

With Google, our SEO practices are grounded in optimizing for specific keywords, structuring content with clear headings, and incorporating elements like meta tags, alt text, and links—all of which influence ranking. Google’s algorithms reward pages that directly match search intent while following best practices for readability and user experience. 

Search GPT, however, brings in a new layer of complexity. Instead of focusing on strict keyword matching, it leans on context and conversation. To optimize for Search GPT, content might need to be more conversational, anticipate follow-up questions, and provide clear, direct answers that mimic the natural flow of a chat. This shift could mean we’ll need to rethink traditional SEO strategies, placing less emphasis on exact keywords and more on satisfying broader, nuanced intent.

Authority

We’ve yet to see how ranking factors in search GPT’s algorithm will develop. But one thing is clear: Search GPT uses consensus from multiple sources across the web in order to assess accuracy while Google still relies on the authority held in domains through back links.

For a lot of searches, this will translate into the same best practices in optimizing for either ecosystem. Back links to google are a form of consensus in the same way information appearing across multiple sources is consensus to Search GPT. So, for instance, building back links for Google by publishing guest posts on other websites that link back to yours would be the same process you would want to follow in optimizing for search GPT consensus.

What Could Make Search GPT Better Than Google?

In their 1998 paper The Anatomy of a Large-Scale Hypertextual Web Search Engine, Sergey Brin and Larry Page, the founders of Google, said:

“The goals of the advertising business model do not always correspond to providing quality search to users. We expect that advertising funded search engines will be inherently biased towards the advertisers and away from the needs of the consumers.”

It’s crazy to see how far away from those original principles Google has gotten today. And as usual, greed could be their downfall.

Referencing Sources Google Avoids

Google’s algorithm is designed to prioritize certain types of content, often favoring pages that align closely with its criteria for relevance, authority, and user experience. However, this approach can exclude potential competitors, like social media platforms and certain review sites, from appearing prominently in search results. Google’s aim here is likely to keep users within its ecosystem, directing them to Google-hosted reviews or knowledge panels rather than external, user-driven sites where consumer sentiment and live interactions play a more central role. As a result, Google searches sometimes lack the immediate, crowd-sourced insights that platforms like Twitter, Instagram, or Yelp could provide.

Chat GPT, on the other hand, can harness social media’s vast pool of user-generated content and crowd-sourced reviews, offering a rich advantage for commercial searches. By processing and synthesizing these real-time conversations and ratings, Search GPT can provide users with more nuanced insights based on actual consumer sentiment. For people looking to make informed purchases, this means a better understanding of popular opinion, product quality, or potential issues straight from real consumers, making it a powerful tool for commercial search outcomes that go beyond curated reviews or rankings.

Google vs Search GPT In Practice: Crowd Sourcing Consumer Sentiment

For the commercial keyword “car accident doctor near me,” the results from Google and Search GPT varied significantly in scope and depth. Google’s results leaned heavily on local listings, often sourced from Google Maps and Google Reviews, with a focus on businesses with well-optimized profiles within its own ecosystem. In contrast, Search GPT drew from a broader range of sources, pulling in reviews and mentions across platforms like Yelp, Healthgrades, and other online directories. This gave the Search GPT response a richer context by incorporating consumer feedback from multiple sites, helping users see a fuller picture of each provider’s reputation. By synthesizing diverse mentions and reviews, Search GPT offered a more comprehensive, cross-platform snapshot of patient experiences and doctor quality.

Online Consensus vs Synthesized Consensus Through Backlinks

Is link building dead? No, not yet. But Search GPT has the potential to redefine how authority is measured by tapping into online consensus rather than relying on Google’s system of backlinks, which can be artificially inflated and manipulated. Google’s approach emphasizes backlinks as votes of confidence, but this metric can be gamed through link-building schemes and paid links, creating an authority score that doesn’t always reflect genuine value. In contrast, Search GPT can assess authority by analyzing a broad array of online conversations, reviews, and consumer sentiment across multiple platforms, generating a more organic and crowd-sourced view of credibility. 

By gauging public opinion and the frequency of positive or authoritative mentions, Search GPT can build a more authentic representation of a topic’s or brand’s authority, aligning closely with real-world perceptions and reducing the impact of artificial ranking tactics.

Better Understanding of Intent Through Richer User Input

Google doesn’t want to provide users with the best results; they want users to give them data that they can sell advertising based on.

Search GPT’s ability to extract intent from users represents a major shift in how we interact with search technology. Over the years, people have adapted to Google’s style, often tailoring their queries to match the format that produces optimal results—keywords, short phrases, and “Google speak.” 

However, Search GPT’s conversational approach allows users to phrase their questions naturally, encouraging a more intuitive and user-friendly interaction. This conversational flow enables Search GPT to pick up on subtle cues and context, interpreting not just the words used but the intent behind them. As a result, users feel less restricted and can express complex needs more freely, leading to faster, more accurate answers. This smoother, more natural UX is likely to attract a broad user base, winning Search GPT market share as people embrace a tool that feels more like a helpful conversation than a structured query.

How To Optimize SEO for Search GPT

The verdict certainly isn’t out yet, and Search GPT is sure to evolve quickly. But the future is coming… fast.

Based on what we can glean from the differences in core principles behind Search GPT and Google search, here are a few things to bear in mind to keep your SEO efforts at the cutting edge:

1. Content Strategy Evolution
   • Focus on creating comprehensive, conversational content that anticipates and answers related questions
   • Develop content that reads naturally and provides value beyond keyword optimization
   • Consider how your content appears across various platforms, not just your website
2. Authority Building
   • Diversify your online presence beyond traditional backlink building
   • Encourage genuine user discussions and reviews across multiple platforms
   • Focus on building real consensus through valuable contributions to your industry
3. User Experience Design
   • Structure content to support natural language queries
   • Create content journeys that acknowledge the different ways users might approach your topic
   • Consider how your content can be synthesized and referenced by AI systems

The Road Ahead

As we navigate this crazy AI search landscape, remember that both Google Search and Search GPT serve valuable purposes. While Google’s advertising-driven model has shaped the internet as we know it, Search GPT’s focus on user-centric, conversational search could push the industry toward more authentic, value-driven content creation.

The key to success in this new era will be adaptability. Digital marketers should start implementing these changes now, focusing on creating genuine value while maintaining the technical optimization that has served us well so far. By embracing both traditional SEO practices and new AI-driven approaches, we can build strategies that succeed across all search platforms.

Remember, the goal isn’t to choose between Google and Search GPT – it’s to create content and experiences that serve users effectively, regardless of how they choose to search. The future of search belongs to those who can balance technical excellence with authentic, user-focused value creation.

Need Help Optimizing for the Future of Search?

For business owners and marketers ready to grow in today’s intimidating digital landscape, embracing new search technologies like Search GPT opens up powerful new opportunities. At Blueprint Digital, we’re excited about what’s next and know how to keep our partners ahead of the curve. Our clients consistently out-perform algorithm updates because we combine decades of search expertise with a forward-focused approach, positioning them to thrive through every change.

Reach out to Blueprint Digital today and ask us how to make sure your business leads in the future of digital search.

By: Blueprint