SearchGPT & The Future of SEO + Search Marketing

Every once in a while, something comes along that makes us marketers drop our morning coffee and mutter, "Well, there goes my plan for the quarter." Last week, SearchGPT did exactly that. It's the kind of thing that might have Google's SEO team crying into their organic kale salads and perplexity's founders feeling like they're about to star in a Silicon Valley tragedy. So, what does this all mean for us marketers? Let's dive in (not delve, I don't delve). Here's everything you need to know about SearchGPT, its impact on search, and how it's likely to change the marketing landscape.

What is SearchGPT?

In short, SearchGPT is like the lovechild of ChatGPT and Google search, but with fewer ads and more straight answers. It combines the conversational capabilities of ChatGPT with live access to internet information, meaning it can pull data in real-time—yes, sports scores, stock prices, and even local restaurant suggestions.

OpenAI took what we already loved about ChatGPT and strapped a rocket on it: now, it's actively browsing the web to give you up-to-date information, not just the sometimes-outdated info baked into its language model. Think of it as Google without the interruptions from those annoying sponsored results.

The feature isn't entirely new (they hinted at it for months), but now that it's here, it's got the whole internet buzzing. No surprise, because this feels like one of those moments where something fundamental just shifted under the marketing world’s feet.

Why SearchGPT Matters to Marketers

Here's the kicker: this isn't just a convenience for users—it's a monumental shift for marketers, especially those invested in SEO and content marketing. We're talking about something that changes how users find and consume information online. If Google once had a stranglehold on search, this new addition by OpenAI is loosening its grip, one search query at a time.

Here's how:

• No More Ads: SearchGPT doesn’t prioritize ads. This is a huge relief for users who just want answers without being pitched the latest "kitchen gadget you can't live without." But if you're in the business of running ads? Oof, it means you may lose a big chunk of that search traffic.

• Better Answers, Fewer Clicks: When people search, they usually don’t want a list of websites—they want an answer. And SearchGPT is primed to give exactly that. If you've spent years optimizing for clicks to your blog, hoping they’ll read through and convert, well, now users might get the best bits right there in the chat.

• SEO Is Changing: SEO used to be all about getting Google to love you—backlinks, keywords, and all the technical tweaks in the world. But now, it’s looking like ranking for those same keywords might not mean as much. Instead, the game is shifting towards "AI Priming" (a term I'm coining today—watch it catch on or crash like my first startup idea). Instead of classic SEO, it’ll be about making sure that AI models pick up your brand, mention it in authoritative contexts, and prime the model to recognize your name.

Is Perplexity in Trouble?

Let's not forget about our old friend Perplexity—a tool that was making waves as a streamlined search engine alternative before OpenAI decided to eat their lunch. Perplexity does some amazing things—like fast, detailed responses and a clean user interface—but now, with SearchGPT, it’s hard to see how it competes in the long term. It's like bringing a butter knife to a lightsaber duel.

And don’t get me started on Google. OpenAI's aggressive moves have got to be giving Google's search team some sleepless nights. It's like watching an invincible giant suddenly realize there’s a new player on the field—one who might just be faster, more accurate, and let’s be honest, way cooler.

So Long, SEO (Kind of)

SEO won’t vanish overnight, but it’s sure going to look different. Here’s what marketers need to focus on:

1. Priming AI, Not Just Search Engines: Forget backlinks for a moment. Instead, think about mentions. Does your brand show up across trusted sources on the web? If SearchGPT is reading the room, you need to make sure it’s reading your room.

2. Media Mentions Matter: SearchGPT isn’t just ranking websites by their authority—it’s also pulling from podcasts, videos, articles, and other content. That means your mentions across different media are more important than ever. It’s time to get those PR chops working overtime.

3. Bottom-of-the-Funnel Optimization: Best-in-class, bottom-of-the-funnel keywords are still up for grabs. "Best CRM for small businesses" or "top project management tools" are searches that AI models love to provide answers for—and where marketers still have some influence. But you’ll need to double down on creating real value there to make sure you're in the AI’s "best of" lists.

4. Think Experiences, Not Just Clicks: Users aren't clicking through as much; they're interacting. Which means your content—whether it's FAQs, video clips, or deep articles—needs to shine in the abstract, not just on your website. AI models need to want to use your content.

Is Google Out?

Is this the end of Google? Let's not get ahead of ourselves. Google is big—like "build-your-own-space-station" big. They’ve got YouTube, Android, Google Maps, and, of course, their AI ambitions. So, I doubt we’ll see Google simply roll over. But with tools like SearchGPT taking market share away from traditional search engines, Google has a lot to think about—like how to get people to love ads again (good luck, Larry and Sergey).

SearchGPT does have its own challenges. It’s currently behind a paywall ($20/month for ChatGPT Plus users). So, unless you want to pay, you’re sticking to Google’s ads and Perplexity's freemium model for now. But if the tool becomes free, Google might need more than just a new algorithm update—they might need a miracle.

How Marketers Can Prepare

So what can you do? How do you stay relevant in this shifting landscape?

• Experiment with SearchGPT Now: You can’t prime what you don’t understand. Dive into SearchGPT and see what it’s ranking, how it's answering questions, and start thinking about how you can tweak your content strategy accordingly.

• Invest in Your Brand, Not Just Keywords: It’s not just about getting the keywords in—it’s about making sure your brand and products get mentioned where it matters. Work on mentions across trusted articles, partner with influencers, and get yourself referenced in the media people respect.

• Keep an Eye on Google: Yes, they’re massive. Yes, they’re probably building something that’ll at least give OpenAI a run for their money. As marketers, we’ll need to play a dual strategy—optimize for SearchGPT while also keeping an eye on Google’s next moves.

The Bottom Line

SearchGPT is a game-changer, but it’s not a Google-killer… yet. For us marketers, the biggest takeaway is that change is coming fast, and we need to be ahead of it. AI isn’t just hype anymore—it’s here to stay, and it’s changing the rules of the marketing game. So buckle up, adapt, and maybe, just maybe, you’ll still be relevant when the dust settles. Or at least you’ll be less confused than Google's SEO team right now.