ChatGPT and SEO: how AI is changing search behaviour
Where people used to go straight to Google with a question, they now increasingly type it into an AI chatbot such as ChatGPT. This changes not only how searches are carried out, but also how people find and engage with information.
- 3 min read
AI is changing how people search. A question to ChatGPT averages 23 words, a Google search 4.2 words, and ChatGPT answers a large share of questions without search results. Google is still far bigger, but if you want to be found, write clear answers that AI can quote.
Search behaviour is changing because of AI
The data shows:
- ChatGPT answered 54% of questions without a search. The other 46% of questions did lead to search results.
- The average ChatGPT prompt contains 23 words, while a standard Google search has 4.2 words .
- Only 30% of ChatGPT questions fall into classic search intent categories (such as informational or commercial). The rest is completely different from what search engines are used to.
This means AI searches are less predictable than traditional searches. People use ChatGPT not only to find factual information, but also as an assistant that helps with brainstorming, problem solving and creative tasks.
Which websites benefit from ChatGPT traffic?
Not all websites get the same amount of traffic from AI searches. According to Semrush the following kinds of sites mainly receive more visitors via ChatGPT:
- Technology and AI platforms (such as OpenAI-related domains)
- Educational institutions and academic publications
- Software and programming resources
Google remains by far the biggest player with 6.5 billion unique visitors worldwide in December 2024, compared with 566 million for ChatGPT. But the growth of ChatGPT as a traffic source cannot be ignored.
Who uses ChatGPT more often than Google?
- Younger users, especially students
- Tech-savvy audiences
- People looking for in-depth answers or creative input
Google remains the favourite among employees, families and older people. But for learning, solving problems and finding inspiration, ChatGPT is gaining ground.
What does this mean for SEO?
The rise of AI search engines means traditional SEO strategies are not always enough any more. What should you look out for as a marketer or content creator?
1. Make sure AI models understand and use your content
AI tools pull information from existing content. If your website offers well-structured, informative and reliable content, AI is more likely to cite or use it.
- Use clear headings and structured text
- Use well-phrased answers to frequently asked questions
- Create content that adds value and provides context
2. Focus on ‘learning content’
AI is often used to learn something. Instead of only commercial content, it pays to create informative, educational and problem-solving content.
- Think of how-tos, guides and explainer videos
- Use clear examples and case studies
- Answer in-depth questions, not just the basics
A standard search is “beste laptop voor studenten”.
An AI user is more likely to ask: “Ik studeer grafisch ontwerp en heb een laptop nodig voor zware software, maar mijn budget is €1000. Wat raad je aan?”
Your content needs to go deeper into specific needs to stay relevant.
3. Optimise for long-tail and conversational searches
People ask ChatGPT longer and more detailed questions than they do in Google. This means keywords are getting longer and more complex.
- Use natural language in your content
- Write titles and subheadings that match spoken language
- Make use of ‘people also ask’ and FAQ sections
In Google, someone searches for: “beste hardloopschoenen”.
In ChatGPT, someone asks: “Wat zijn de beste hardloopschoenen voor brede voeten en lange afstanden?”
By tailoring your content to this, you increase the chance of being used as a source.
AI tools as a new gateway to information and inspiration
A concrete example of AI use outside traditional search engines is the AI Logo Generator from Canva. Where people used to search for “inspiratie voor logo duurzaam kledingmerk”, users now ask the tool itself directly: “Ik zoek een modern logo in het geel voor een duurzaam kledingmerk”. The AI then automatically generates relevant designs, without anyone having to search in Google first. This too shows how AI is shifting search behaviour from classic search engines to interactive tools. For SEO, this means your content has to match how AIs think and respond.
The future of search traffic: AI and SEO go hand in hand
ChatGPT does not replace Google, but it does change how people search and find information. As a marketer, you need to adapt your strategy by:
- Creating content that AI understands and uses
- Focusing more on learning and problem solving
- Embracing long-tail keywords and natural language
SEO remains important, but the way people navigate online is changing. Make sure your brand grows with it.
AI search engines pull their answers from the same sources Google uses. Becoming visible in those answers is called GEO, and it starts with a foundation in search engine optimisation. Also read what AI Overviews do to your click-through rate, or request a free growth scan .
Frequently asked questions
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How do you get mentioned in ChatGPT answers?
By creating content that AI models can easily understand and cite: clear headings, direct answers to questions and information that provides context. AI tools draw their answers from existing sources, so a strong SEO foundation helps here too. This is called GEO.
Does ChatGPT replace Google?
No, ChatGPT doesn't replace Google, but it does change how people search. Google remains by far the biggest search engine, while ChatGPT is gaining ground for learning, solving problems and finding inspiration. That's why it pays to be findable in both.
Is SEO still worthwhile now that people use AI?
Yes. AI search engines draw their answers from the same sources Google uses, so pages that are easy to find and well structured have a better chance of coming back in AI answers. The focus does shift towards longer, natural questions and content that genuinely explains things. See how we handle SEO in practice.
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