The way we search for information online is changing rapidly because of the increasing development of artificial intelligence. Google and OpenAI’s ChatGPT are at the forefront of this transformation by shifting the focus from traditional keyword-based results to more sophisticated, AI-generated answers. We now have to rethink our marketing strategies for optimising content in a world where AI is the gatekeeper.
The battle between Google vs. ChatGPT’s conversation answers is growing. However, it is key not to focus solely on one, but instead to look at how you can optimise for both. With AI search engine optimisation (AI SEO) becoming the new frontier in the digital world, understanding these platforms’ answers is key to getting your business noticed in the right way. This article will break down how each system works, what it means for your SEO strategy, and how you can leverage both to capture the attention of your target audience in this new age of AI search.
How AI Is Shaping Information Retrieval
AI has already become a central part of search engines, and it is reshaping the way we retrieve information online. Search engines, such as Google, previously relied on complex algorithms that focused primarily on keywords, backlinks, and website content to rank pages. However, the introduction of AI-driven technologies has made search engines more intelligent, enabling them to interpret queries in a contextual manner rather than just analytically.
Generative AI technologies, such as the AI overview on Google and OpenAI’s ChatGPT, enable more dynamic and nuanced search results. These systems leverage machine learning and natural language processing (NLP) to understand and generate human-like responses. The goal is to provide users with more accurate, context-aware information rather than just a list of links.
An example of this is when you ask Google a question, it might display a list of relevant results based on keywords, links, and other ranking factors. However, when using ChatGPT or other AI tools, the answer is generated directly in the form of a comprehensive response. These advancements bring a more conversational and user-centric approach to information retrieval, with AI models understanding context, user intent, and the nuances of natural language.
This shift towards generative AI answers means that businesses and marketers need to rethink how they optimise their content for AI search engine optimisation. The key to adapting to this new landscape starts by understanding the distinction between ChatGPT and Google’s AI-powered answers.
The Difference in Generative AI Answers
While both Google’s AI and ChatGPT leverage generative AI technologies, they differ significantly in how they provide answers to search queries. These differences are crucial for businesses that want to optimise their content for both AI-driven platforms.
ChatGPT’s Generative Answers
Google has integrated AI into its search engine in various ways, notably through its AI-powered features, including the AI overview and BERT (Bidirectional Encoder Representations from Transformers). Google’s approach to AI is based on its vast index of webpages, which allows its algorithms to deliver highly relevant search results.
A significant innovation is the AI overview Google uses. A feature that offers users context around a topic or query, pulling information from a variety of sources to create a more nuanced, synthesised approach. The intention is to provide users with a more direct answer to their query without the need to click through multiple websites. This approach makes Google’s AI-driven answers highly useful for users seeking quick information. However, it presents a challenge for businesses, as it reduces the need for users to visit websites.
ChatGPT’s Generative AI Answers
ChatGPT, developed by OpenAI, uses a different approach than the AI overview Google uses. Instead of relying on an index of webpages, ChatGPT generates answers based on patterns and information it has learn from vast datasets. This means ChatGPT doesn’t “pull” answers from the internet but instead creates answers based on the knowledge encoded in its model during training.
If you were to ask ChatGPT about a topic like AI search engine optimisation, it would respond with a synthesised explanation drawn from its training in data, even if there’s no specific page on the web to cite.
However, while ChatGPT can offer a wealth of detailed information, its answers may not always be as up-to-date as Google’s, especially if the model has not been recently updated. On the other hand, Google can access and provide real-time data from the web, giving it an advantage in terms of accuracy and current events.
Google Vs ChatGPT: How To Optimise For Both
Both Google’s AI overview and ChatGPT present unique challenges, but also distinct opportunities for optimising your content. So, how do businesses navigate this AI-powered search environment?
Optimising for Google’s AI Overview Answers
In order to have your content included in Google’s AI overview results, you will need to go beyond traditional SEO tactics. Because it doesn’t just rely on ranking or exact match keywords, it can generate concise, contextual summaries at the top of search result pages (SERPs) by synthesising information from multiple sources.
Here’s how to optimise your content to be included in Google’s AI overview:
- Structured data still matters: While they don’t solely rely on schema markup, structured data helps Google to understand your content. Use schema markups to clearly label headings, FAQs, how-to guides, and other relevant content.
- Build topical authority: AI overviews are more likely to feature sites that consistently cover a topic in depth. This involves creating content clusters and linking them internally to establish authority within your niche.
- Optimise for passage indexing: Google’s AI can pull specific passages from your content, even if the page isn’t ranking at number 1. Create self-contained, informative sections so that they can stand alone.
- Balance being concise with depth: Write clear, scannable explanations that directly address user intent while also including supporting context that allows Google to generate well-rounded answers. Subheadings, bullet points and structured formatting are key.
- E-E-A-T remains key: Experience, expertise, authority and trustworthiness. Cite credible sources, include author bios, and build backlinks to reinforce your authority.
Optimising for ChatGPT
Optimising for ChatGPT is less about search rankings and more about content design. Since it draws on training data, the goal is to become a trusted information source referenced during its learning (and in future plugin-based versions):
- Long-form, conversational content: ChatGPT relies on well-written, long-form content that effectively answers complex questions. Write in a natural, conversational tone, providing clear and expansive explanations.
- Focus on FAQs and common questions: ChatGPT often responds to common questions with detailed, conversational answers. By creating a strong FAQ section within your content, you can improve your chances of being included in ChatGPT’s responses.
- Authoritative and comprehensive content: Since ChatGPT generates answers based on its training data, businesses should focus on creating comprehensive, high-authority content that covers a range of related topics.
- Be strategic with keywords: While ChatGPT doesn’t rank content based on traditional SEO metrics, keywords still play a role in improving the visibility of your content. Incorporate relevant terms related to your industry, but avoid overstuffing. Focus on user intent and the context behind keywords.
While Google vs. ChatGPT may compete in how they deliver answers, your content strategy should focus on AI search engine optimisation that works across both platforms.
Get Your Business Noticed With Anchor
With the rise of AI-driven search engines, it’s more crucial than ever to work with an SEO agency that understands both traditional SEO practices and the latest advancements in AI search engine optimisation. Both Google and ChatGPT represent new frontiers in AI-driven search. By understanding the differences in how these platforms deliver answers, businesses can fine-tune their AI SEO strategies and outsmart their competitors. Whether it is optimising for Google or another AI-based platform, staying ahead of these trends is key to winning in the AI-powered search world.
At Anchor, we are experts in helping businesses adapt to the future of search by implementing a creative marketing strategy anchored in data-driven tactics, optimised for humans, not just bots. If you’re looking to break into Google’s featured answers or want your content to become part of the broader AI ecosystem that tools like ChatGPT reference, our team has the technical skills and content expertise to boost your marketing efforts.
We don’t just follow trends; we help you lead them. Let’s work together to make your brand visible in the age of Google Vs ChatGPT.
