ChatGPT is already handling 3.1 billion monthly visits just a month after launch, but can this newcomer challenge Google's long-standing dominance of the search market?
A new approach to search
OpenAI's move into search brings something different to the table. Unlike Google's familiar list of blue links, ChatGPT Search offers a conversational interface where users can ask questions naturally and refine their queries through dialogue. The system uses retrieval-augmented generation (RAG) to pull current information from the web, combining it with its AI capabilities to provide direct, focused answers.
The most striking difference for users is the complete absence of ads. While Google's results often begin with sponsored content, ChatGPT Search delivers clean, uncluttered results with direct citations to sources. An ad-free environment might appeal to users tired of navigating through promotional content, though it raises questions about the service's long-term sustainability.
Current capabilities and limitations
While we’re still riding the wave of what ChatGPT Search does well, let’s take a look at some of its particular strengths in certain areas:
- Natural language understanding: Users can phrase queries conversationally and, theoretically, get more tailored responses.
- Direct answers: From a user’s perspective, there’s no need to click through multiple pages because ChatGPT Search gives you the answer right there, along with a link to the source.
- Clean interface: An Ad-free experience with clear source citations means it’s a much clearer experience than searching for a topic on Google.
- Visual integration: Built-in displays for weather, stocks and news are a nice addition that helps ChatGPT Search set itself apart from Google.
Significant challenges remain however. The system can't match Google's comprehensive index of the web, built over decades. While ChatGPT Search can access current information through RAG, it doesn't have Google's deep understanding of real-time trends and user behaviour. Local search capabilities, a super important feature for many users, are also still developing.
The user experience shift
The real innovation lies in how ChatGPT Search changes the search experience. Rather than scanning through pages of results, users engage in a dialogue. A query about planning a vacation might lead to follow-up questions about preferences, budget and timing, with the system refining recommendations based on responses.
This conversational approach can save time and reduce the cognitive load of traditional search. Instead of opening multiple tabs and piecing together information, users receive synthesised answers that directly address their needs. For complex queries requiring nuanced understanding, this can be particularly valuable.
The cost question
Running AI-powered search isn't cheap. While Google's keyword-based system is relatively efficient, ChatGPT Search's natural language processing requires significant computational resources. OpenAI has already indicated that free users will face limits on accessing the latest search models.
This creates a challenging balance. The service needs to generate revenue to sustain itself, but adding advertisements could undermine its clean, user-friendly appeal. The current strategy appears to be a tiered approach, with premium features reserved for paying users.
Market dynamics and competition
The numbers tell an interesting story. Google handles about 82 billion monthly visits, with YouTube following at 26 billion. ChatGPT Search's 3.1 billion visits in its first month shows significant interest, but also highlights the gap it needs to close.
Beyond raw numbers, the competitive landscape is evolving. Google has expanded its search generative experience (SGE) with AI Overviews in more than 100 countries, showing its commitment to incorporating AI capabilities. Microsoft's integration of ChatGPT into Bing offers another model of how AI and traditional search might combine.
A complementary future
The question might not be whether ChatGPT Search will replace Google, but how it might complement existing search tools. Different tasks may call for different approaches. Quick factual queries might work better with ChatGPT Search's direct answers, while in-depth research might benefit from Google's broader range of sources.
Looking ahead, we might see users adopting a hybrid approach, such as starting with ChatGPT Search for initial exploration then using traditional search engines for deeper research before returning to ChatGPT Search to synthesise findings.
The technology evolution
OpenAI continues to enhance ChatGPT Search's capabilities, recently adding partnerships with news and data providers to improve coverage of current events, weather and financial information. The visual presentation of these elements shows attention to user experience beyond just search functionality.
As natural language processing improves and computational costs decrease, we might see more sophisticated features emerge. The challenge will be maintaining accuracy and reliability while expanding capabilities, something Google has spent years perfecting.
Privacy and data considerations
One potential advantage for ChatGPT Search lies in privacy. While Google tracks user behaviour to personalise results and target ads, ChatGPT Search's ad-free model might allow for a different approach to data handling. This could appeal to privacy-conscious users, though the service's data practices are still evolving. It’s one to keep an eye on.
The road ahead
Rather than a direct replacement for Google, ChatGPT Search represents the beginning of a new chapter in how we access information online. Its success may not be measured by market share alone, but by how it pushes the entire industry to innovate.
The real winner could be users, who gain access to more sophisticated tools for finding and understanding information. As these systems evolve, we might see new patterns of information seeking emerge that combine the best aspects of both traditional and AI-powered search.
Think of it as a potential break up of the Google monopoly. We might be entering an era where it has market share with the likes of ChatGPT Search, Perplexity and even Bing. From a user’s perspective, this is likely good news. You’ll have more options for where to find information.
What about the SEO aspect?
The arrival of ChatGPT Search raises important questions about SEO practices. OpenAI's platform ranks content differently than traditional search engines, focusing on authority and depth rather than just keywords. RAG pulls from current web sources, but evaluates content quality in unique ways.
Some key SEO considerations:
- Direct answers matter more than keyword density
- Comprehensive coverage beats surface-level content
- Source credibility plays a major role
- Natural language outperforms keyword optimization
- Meta descriptions need conversational framing
Marketers are adapting by creating content that addresses user intent rather than just chasing keywords. This means writing thorough answers to common questions and backing claims with reliable sources. The platform also rewards content structured with clear headings and featured snippets that can be pulled into direct responses.
The traditional metrics—backlinks, meta tags, site speed—still matter, but now through the lens of how they serve user needs. SEO professionals report success when they treat ChatGPT Search as a tool for delivering value rather than just ranking for terms.
How do I track and monitor traffic that comes to my website from ChatGPT Search?
Tracking ChatGPT search traffic is more complex than traditional web analytics. Based on recent testing, traffic can arrive at your site in two distinct formats, each requiring different measurement approaches:
Measurable Traffic
When ChatGPT includes your site as a citation rather than a search result, your GA4 (Google Analytics 4) reports typically show:
- Default channel group = Referral
- Source = chatgpt.com
- Medium = referral
- Campaign = (referral)
This allows clear tracking of engagement metrics and understanding how users from ChatGPT interact with your site.
How does GA4 work with ChatGPT?
GA4 is where you can see and measure traffic coming from ChatGPT when people click through to your website. When ChatGPT links to your site, GA4 can identify this traffic source as "chatgpt.com" in your analytics reports, helping you understand how many visitors are finding you through ChatGPT's search feature.
But there's a catch, as GA4 can only identify ChatGPT traffic when the link includes proper tracking information. Many times, traffic from ChatGPT shows up as "direct" traffic instead, making it harder to measure its true impact.
Dark Traffic
A substantial portion of ChatGPT search traffic arrives without tracking parameters or referral data. This "dark traffic" gets lumped into your direct channel, making it indistinguishable from users typing your URL directly.
Several factors influence whether your traffic is trackable:
- How ChatGPT references your content (citation vs search result)
- The type of content being linked (public vs private/login pages)
- Whether original URLs contain tracking parameters
- The sensitivity level of the topic
What practical measurements can I take?
- Create GA4 segments to isolate chatgpt.com traffic
- Compare pre and post ChatGPT Search launch direct traffic patterns
- Track engagement metrics for identified ChatGPT visits
- Set up alerts for unusual spikes in direct traffic
- Use UTM parameters on key landing pages to improve attribution
The introduction of AI search means accepting imperfect measurement while adapting tracking strategies. Focus on what you can measure reliably rather than trying to capture every AI-driven visit.
Remember that tracking capabilities may change as ChatGPT evolves its search features and referral handling. Stay current with their documentation and test your measurement approaches regularly.
A new contender for the throne
For now, ChatGPT Search offers a glimpse of how AI might transform our interaction with information. Not by replacing existing tools, but by opening new possibilities for how we ask questions and find answers online.
As ever, if you want content that ranks, get in touch with us. We create compelling content from real writers that ranks across the SEO landscape, be it Google, ChatGPT Search, Perplexity or any new contender to the search engine throne.
