One of the most memorable scenes from the old Justice League animated series was when big baddy Darkseid saw bigger baddy Brainiac’s spacecraft land on his planet and proceed to lay waste to it. Asked by his son Calliback what it was, Darkseid simply said “death” with the facial expression below.

Something tells me Google is feeling a little bit like Darkseid after limited access to OpenAI’s SearchGPT went live for some 10,000 individuals. Early feedback for the AI-powered search engine has been glowing and if it’s as good as advertised, it may very well break Google’s stranglehold on the search market.

And this is something I don’t say lightly at all. Having been a SEO professional for 16 years, I’ve seen every imaginable type of industry hype and I’ve mostly brushed it off. For every “SEO is dead” or “Google is Finished” headline, I had an apathetic “meh” for a response. I just didn’t see anything disrupting Google’s dominance until recently.

Heck, you can even say that I’m the SEO Anti-Hypebeast and you wouldn’t be wrong.

This, however, feels different. Seeing SearchGPT in action makes me feel like a dinosaur looking up at the sky and seeing a ball of light getting bigger. The difference between me and the dinosaur is I know a meteor when I see one. While I don’t necessarily think this is the end of SEO, it certainly has the potential to change everything we know about the industry.

What is SearchGPT Exactly?

At its core, SearchGPT is a conversational search engine powered by OpenAI’s language models, including GPT-4, that merges real-time web data with the kind of interactive responses you’ve seen from ChatGPT. SearchGPT takes the search process to the next level by doing more than just fetching links. When you ask it a question, it doesn’t just list web pages; it provides direct answers to your query, complete with citations from authoritative sources. This means you don’t have to click through multiple websites to get your answer — you can get all the important information right from the search page itself​.

Basically, a traditional search engine is like a waiter who hands you a menu when you walk in and you say you’re in the mood for some seafood. It’s a step in the right direction but you’ll still have to dig through a lot of information just to get fed. AI-powered search is more like a butler who gives you gives you a couple of recommendations based on what it knows about your preferences. This makes a massive difference when you consider that more direct answers will save you a lot of time.

The innovation behind SearchGPT lies in its ability to understand context and the intent behind your questions. Let’s say you’re asking for “the best noise-canceling headphones of 2024.” Instead of giving you a list of product reviews, SearchGPT will summarize the top contenders, comparing their pros and cons, and even include links to expert reviews so you can dig deeper. It’s designed to provide a richer, more satisfying experience by cutting down on the effort needed to find answers.

Moreover, SearchGPT is doesn’t stop with the initial query. You can ask follow-up questions like, “What’s the best option under $200?” and SearchGPT will remember the context of your previous question, giving you a response that builds on the first one. In short, it’s designed to feel more like a conversation with an expert rather than scrolling through a list of webpages online.

Another distinguishing element between SearchGPT and Google is the difference between indexed and real-time information. Google’s search results come from its indexed database — an enormous collection of web pages that its crawlers periodically scan and store. This means that some information can be outdated by the time it shows up in search results. Even with Google’s regular updates, it can’t always guarantee that you’re getting the latest and most accurate information on fast-changing topics.

SearchGPT, however, pulls from the web in real-time. This means when you ask a question, it can deliver fresh, up-to-the-minute information by accessing current data sources, news articles, and websites. This is particularly useful for queries about breaking news, trends, or current events, where accuracy and timeliness matter most​.

On paper, these are very compelling reasons for the average internet user to try SearchGPT when it finally goes into the hands of the general public. For now, we’ll continue to monitor the web for feedback on its actual performance since there are only a handful of people who have access to it right now.

How SearchGPT Works

Now that we know what SearchGPT is and what it can do, the next question for SEO pros like us to ask is obviously “how does it generate its search results?”

Answer: we’re not really sure. At least for now.

Unlike Google SEO where we  have a broad yet time-tested grasp of what goes into rankings, search results from generative AI platforms are relatively new and they operate in a radically different way compared to traditional search engines. Whereas we knew that onpage signals, content relevance, backlinks and other areas comprised much of the ranking signals that Google takes into account, things aren’t as clear cut on SearchGPT.

That’s not to say that we’re completely clueless on what SearchGPT looks at when it’s deciding what web content to cite for its answers. Here’s what we do know right now:

1. Generative Pre-trained Transformer (GPT) Models

At its core, SearchGPT relies on OpenAI’s GPT architecture, specifically leveraging the GPT-4 model as of the time of writing. This technology uses a deep learning model called a transformer, which has been pre-trained on massive amounts of data from books, websites, and other publicly available written content. This pre-training allows it to understand the nuances of language, context, and – most importantly – user intent​.

This is particularly important as Google has always emphasized the value of matching user intent with relevant and helpful content. While Google goes about its business by presenting a list of webpages and rich snippets which might resonate directly with the intent of a searcher, GPT uses the breadth of its training data to quickly analyze and interpret the intent of a query. Once it grasps the intent, it generates a response that not only answers the question but does so in a way that feels conversational. The AI’s neural network processes multiple layers of language input to predict the next word or phrase in a response, ensuring that the answer is relevant and coherent.

2. Real-Time Web Crawling and Data Integration

Unlike traditional search engines that rely on static indexes of web pages which are updated periodically, SearchGPT is designed to pull real-time information from the web. Think of it as a system that’s constantly in motion, crawling new content as it’s published and integrating that fresh data into its responses.

To do this, SearchGPT taps into real-time APIs, web crawlers, and other data-fetching mechanisms that allow it to query the latest web content. When a user asks a question, SearchGPT doesn’t just rely on its pre-trained model; it actively searches the web to gather the most up-to-date information. This ensures that the answers it provides are timely and relevant to current events or the latest developments in any field – at least in theory.

3. Information Vetting and Verification

One of the big challenges with AI models is ensuring that the information they provide is accurate and reliable. ChatGPT has been known to give out erroneous statements every so often and a search engine based on its technology will inevitably be viewed with some suspicion. OpenAI says that SearchGPT addresses this by employing a mix of algorithmic filters and human-curated data sources. When it pulls in real-time information from the web, it cross-references multiple sources to ensure accuracy. It also relies heavily on authoritative websites and content from trusted publishers to minimize the risk of misinformation.

The system gives special weight to sources that are frequently cited across the web and are known for their accuracy and credibility. This is similar to how Google’s algorithm ranks high-authority sites in search results. OpenAI’s search engine also provides clear citations and links to the original sources so that users can verify the information for themselves, ensuring transparency.

4. Continuous Learning and Updates

SearchGPT is designed to learn continuously. This doesn’t just mean updating its model periodically; it also involves monitoring how users interact with the system. Every time a query is asked and answered, SearchGPT gathers feedback—whether directly from users or based on how users engage with the information.

Over time, the AI adapts by refining its understanding of user preferences, improving its ability to anticipate follow-up questions and generate more precise answers. Additionally, the core GPT model is periodically re-trained with new datasets, ensuring that its knowledge base evolves alongside the web’s perpetually expanding content​.

5. Handling Misinformation and “Hallucinations”

AI models, including GPT-based ones, sometimes suffer from “hallucinations,” where they generate responses that seem plausible but are factually incorrect. I should know, because I ask it obscure questions all the time about video games and it periodically gives me wrong answers with a confident tone. SearchGPT promises to mitigate this issue by relying on real-time verification systems and flagging information that deviates from trusted sources. By linking to authoritative references and cross-checking against multiple reputable sources, the system reduces the likelihood of providing inaccurate information​ – or at least that’s what they’re touting right now.

What SearchGPT’s Launch Means for the Search Engine Landscape

The introduction of SearchGPT could potentially reshape the search engine landscape in several fundamental ways. While traditional engines like Google have dominated the field for decades, SearchGPT’s unique approach brings both opportunities and challenges to the table. Let’s dive into what its launch could mean for users, website owners, and the digital marketing world as a whole.

1. A Paradigm Shift in Search Behavior

SearchGPT represents a significant evolution in the way users interact with search engines. Its conversational style and ability to give direct answers will likely change how people search for information. Instead of clicking through multiple pages, users will become accustomed to getting what they need right away.

This shift mirrors the transition from manual to automatic transmissions in cars: once users experience the convenience of a smoother, faster way to get from point A to point B, it becomes hard to go back. People will expect instant, context-rich answers, moving away from the “hunt and peck” method of finding information through endless scrolling​.

In fact, some of the changes in information retrieval (that’s a fancy term for search) has already started to take hold on the general population. Since GPT-4o came out and voice-powered prompts became a thing, people have taken to talking to AI apps on their phones when they need quick info. If and when OpenAI integrates this to SearchGPT and minimizes the downtimes currently stunting the voice prompt experience, it won’t be surprising if the SearchGPT user base grows exponentially over a short period of time.

2. The Impact on SEO and Digital Marketing

For businesses and digital marketers, SearchGPT presents both a challenge and an opportunity. In a traditional search engine, optimizing for keywords and ranking high in search results has been the name of the game. But with SearchGPT, it’s not just about appearing in the search results — it’s about becoming part of the conversation.

When you think about it, being part of the conversation on a given topic is the essence of being considered relevant; something Google has chased with its algorithms for about 25 years now.

SEO strategies will need to evolve to focus more on contextual relevance and natural language. Instead of simply targeting specific keywords. Website owners will have to create content that genuinely answers user questions in a concise and helpful way. Content that is clear, authoritative, and aligned with user intent will have a better chance of being cited by SearchGPT.

Of course, being cited doesn’t directly mean that your website will scoop up traffic on SearchGPT. Just like what happened when Google’s rich snippets and AI Overviews were launched, there will be significant concern from website owners on whether or not search engines give them traffic or keep it for themselves.

3. Emphasis on Authoritative Sources

SearchGPT’s approach to real-time verification and source attribution could further elevate the importance of trusted, high-authority websites. Sites with well-established reputations in their fields are more likely to be cited as sources in SearchGPT’s responses. This could amplify the traffic flow to high-quality, well-researched content while marginalizing low-quality or thin content.

For publishers, this means focusing on building domain authority by consistently producing reliable, accurate content that’s cited and referenced by other legitimate publications. And by domain authority, I’m not referring to that metric from Moz and its equivalents from Majestic or Ahrefs. When I say domain authority, I’m referring to the standing of your brand as a publisher of content that real people consume and cite.

Digital PR has been important even in Google’s algorithms over the past few years, but it’ll be even more crucial for prominence on SearchGPT. Your ability to get content published on mainstream media with mentions of your brand will have a lot to do with how large language AI models will perceive you. The better you are at getting your brand name out in the open for people to see, the better it will be for your GPT visibility.

4. User Expectations and Search Innovation

If SearchGPT succeeds, it will also raise the bar for what users expect from a search engine. With its conversational tone, ability to remember context, and quick, accurate answers, traditional search engines may feel clunky by comparison. This could push Google and other competitors to accelerate their own AI developments or integrate more advanced conversational elements into their existing platforms​.

At the same time, the risk of misinformation or AI hallucinations (when the AI generates incorrect but convincing information) is something both SearchGPT and its competitors will need to address. The future of search won’t just be about faster or smarter engines — it will also hinge on trust and accuracy, which will be key battlegrounds for these technologies​.

SearchGPT is expected to release to a broader audience within the next several months. When it does, watch out. We could be looking at the next big thing on the web. While it’s exciting to think about what it will mean for us as search engine users, it’s also pretty unnerving for SEO professionals to think about what might happen to the industry. I guess we’ll see and I hope my dinosaur anxiety is much ado over nothing.