In this article, we look into each platform’s unique approaches, analyzing real-world examples to highlight what sets them apart and how each tool impacts SEO strategies.
Key Differences Between SearchGPT, Google, and Bing
AI search has come a long way, with significant launches from Google and Bing earlier this year, followed by ChatGPT Search in October 2024. Here are some of the unique characteristics:
- SearchGPT and Bing Integration
ChatGPT’s SearchGPT uses Bing as a base for its web search. However, it often references pages beyond Bing’s top 100 ranked results, challenging traditional assumptions about ranking importance. This is an essential point for businesses: “Ranking higher in Bing doesn’t mean referencing better in SearchGPT,” as one SEO expert explained. - Dynamic and Variable Search Responses
Users of SearchGPT have noted inconsistencies in response to identical queries performed at different times. This variability suggests SearchGPT’s reliance on multiple data sources, providing users with fresh, sometimes divergent perspectives on the same search topic. - Content Selection Beyond Top-Ranked Sites
ChatGPT Search references a broad array of websites, including those not found on Google or Bing’s first page. This characteristic opens opportunities for smaller, niche sites to be cited, even if they aren’t ranked high in traditional search engines. For instance, for health-related queries, ChatGPT Search cited “alternative health” sources that were absent from Google and Bing’s top results.
SearchGPT’s Special Features
1. Local Search Results and Maps
SearchGPT integrates location-based results but with limitations. Local search functions are sometimes less accurate, with listings occasionally dominated by a single source.
In one test, eight listings from the same source appeared, raising questions about search diversity. An SEO professional noted, “While none of the recommendations were wrong, SearchGPT seemed to hallucinate on one result, misclassifying an advertising agency as a telecommunication service.”
Summary:
SearchGPT offers local results but can lack the nuanced filters that Google Maps and Bing Local provide.
2. E-commerce Searches and Shopping Queries
When it comes to e-commerce, SearchGPT aims to guide users to relevant product information, though it currently cannot complete transactions.
The system does recognize transactional intent when words like “deal” are added to product searches. However, users sometimes encounter inaccurate product pricing, as was seen when a user searched for “Nike Air Max Size 10 Deals.”
Summary:
SearchGPT provides recommendations for e-commerce but may misrepresent details such as prices and availability, impacting user trust in shopping decisions.
3. Your Money or Your Life (YMYL) Searches
For YMYL topics—queries about health, finance, and legal advice—ChatGPT Search prioritizes credible sources. It draws on reputable sites like WebMD, Harvard Health, and Mayo Clinic, yet sometimes includes lesser-known sites when traditional sources don’t meet search requirements.
One example from ChatGPT cited a dental health blog not indexed in Bing’s top 100, which demonstrates its potential to highlight niche sources for emerging queries.
Summary:
SearchGPT carefully selects trusted sites for YMYL topics but is also open to sourcing from credible niche content, which could be beneficial for specialized sites aiming to reach broader audiences.
Comparative Query Analysis: ChatGPT Search, Google, and Bing
Analyzing specific search examples reveals how each engine approaches different search categories:
- E-commerce Query: For “Best Christmas Gifts For Him 2025,” ChatGPT cited sources published within the last month, while Google occasionally referenced outdated content from 2017.
- Local Search Query: When asked for a “digital marketing agency in New York,” SearchGPT provided a map view with results but limited diversity, heavily favoring a single source.
- Travel Query: In response to “Luxury Hotels in Napa Valley,” SearchGPT produced a map with reviews but over-relied on select travel publications, overlooking smaller or localized recommendations.
These differences illustrate how each platform leverages sources uniquely, impacting SEO strategy based on industry and content type.
Summary:
- Opportunities for Niche Content:
With SearchGPT’s openness to citing non-top-ranked sources, niche websites have a chance to appear in results without dominating traditional search rankings. This inclusion allows smaller websites to gain visibility, especially on emerging topics. - Inconsistencies in Local and E-commerce Queries:
Local businesses relying on SearchGPT for customer acquisition might experience inconsistent results. While valuable, ChatGPT’s e-commerce information may need verification, especially for time-sensitive pricing. - Authority and Trustworthiness for YMYL Content:
YMYL-focused sites can benefit from high-authority content. While ChatGPT may source from a broader array of health and finance sites, credibility remains essential. Invest in trustworthy, well-researched content to improve the likelihood of being referenced.
Conclusion:
The entry of AI-powered ChatGPT Search into the search engine market brings opportunities and challenges for businesses and content creators. While optimizing for Google and Bing remains important, understanding SearchGPT’s unique characteristics can help drive new traffic sources to your site.
With SearchGPT continuing to develop, now is the time to experiment and refine your SEO approach, preparing for an increasingly AI-driven search future.
