Local Memo: OpenAI Launches Search for ChatGPT

In this week’s memo, we explore the newly launched search feature in ChatGPT and what it means for local businesses and consumers. We also discuss the rise of AI Overviews for Google local results.  

OpenAI Launches Search for ChatGPT

Courtesy Search Engine Journal

The News

OpenAI recently launched a new feature that integrates real-time web search capabilities into ChatGPT. This feature, piloted with a prototype called SearchGPT, allows ChatGPT to pull data directly from the internet when answering user queries. Previously, ChatGPT was limited to using pre-trained knowledge. Now, with SearchGPT, ChatGPT can seamlessly retrieve live information, allowing it to provide more relevant answers based on the latest updates and developments.

OpenAI has designed its search feature to prioritize user needs for real-time data. For instance, instead of relying on information that could be outdated by months or even years, ChatGPT can now offer responses that reflect the latest research, events, and data points. This is especially valuable for areas where timeliness is critical, such as news, stock market trends, scientific research, and technology updates. Augmented by search, ChatGPT now bridges the gap between a static language model and a live information tool, making it an increasingly versatile resource.

An additional highlight is how search in ChatGPT incorporates source attributions, allowing users to verify the origins of the data used in ChatGPT’s responses. This transparency helps to foster trust in the tool, as users can check the credibility of sources or delve deeper into specific topics if needed. The feature positions ChatGPT not just as an AI assistant but as a more reliable, research-oriented platform that encourages verification and accountability in its responses.

Why This Matters

The release of search in ChatGPT marks a significant step forward in the evolution of AI chatbots by directly addressing one of the key limitations: access to timely information. Until now, language models relied on fixed training data and had limited ways to incorporate real-world changes. This development opens up possibilities for more use cases, including time-sensitive research, event tracking, and even complex data inquiries that demand the latest insights.

Furthermore, this enhancement strengthens ChatGPT’s potential in professional environments where decision-making often hinges on access to the latest facts. By offering real-time data, ChatGPT can now be a more useful tool for business analysts, researchers, journalists, and others who rely on up-to-the-minute information to make informed choices. In essence, this shift adds value for those using AI for complex tasks, offering a broader range of reliable support across a variety of sectors.

The addition of source attributions is also crucial in addressing concerns about AI accuracy and transparency. By showing sources, ChatGPT now encourages users to verify AI responses, promoting a culture of accountability and responsible information-sharing. This is a noteworthy move toward establishing greater trust in AI tools and could lead to a stronger adoption of AI technologies in the future. 

What Does Search in ChatGPT Mean for Local Search?

The News

David Mihm at NearMedia has gathered a few insights and opinions on what search in ChatGPT may mean for the local search industry. His findings are summarized these key themes:

Comprehensive Content: One of ChatGPT’s strengths is generating comprehensive content that anticipates follow-up questions, creating a more engaging user experience. This feature is particularly beneficial in local search, where users might seek detailed, context-specific information, such as planning a trip or finding local businesses.

Less Noise: A major advantage Mihm notes is ChatGPT’s ability to provide concise, relevant search results without the clutter of advertisements often present in traditional search engines. This cleaner interface is especially appealing for users seeking quick and reliable local information. 

Conversational Context: Additionally, CatGPT’s ability to retain context across queries means that users can engage in a more natural, conversational flow, which can be useful for building out complex requests, like travel itineraries or dining plans.

Courtesy NearMedia

However, Mihm points out certain inconsistencies in how ChatGPT handles local searches. For instance, some results are displayed in a map and list format, while others lead users to localized web-based results, which may link externally, such as to Google Maps. These variations can disrupt the user experience and limit the tool’s consistency in providing local search information.

Why This Matters

This early analysis of search in ChatGPT is valuable because it reveals how AI-driven tools may reshape the local search landscape. By prioritizing relevant, ad-free results, ChatGPT could encourage a shift in user preferences away from traditional search. For marketers, understanding SearchGPT’s strengths is crucial for developing new strategies that align with a search tool that provides personalized, context-aware results.

For businesses and marketers, search in ChatGPT introduces a need to adapt to a new set of personalization features. Its emphasis on retaining context across searches and delivering information relevant to user queries challenges traditional SEO tactics that have long relied on keyword ranking. To remain competitive, marketers may need to rethink their content strategies to better match ChatGPT’s approach, which focuses more on user intent and personalized engagement.

An Update on AI Overviews for Local Search

The News

The team at Local SEO Guide recently took an in-depth look at the AI Overviews in search results, and the potential impacts they may have on local search. Andrew Shotland notes that while AI is making strides in search, its application in local searches remains somewhat limited. For example, common local queries like “restaurants near me” often do not trigger AI-generated summaries, suggesting that AI’s role in this area is still developing.

The team examined data from tools like Semrush to analyze which types of local search keywords are more likely to prompt AI overviews. They found that certain industries, such as home services and real estate, have a higher incidence of AIOs in search results. The data also suggested that queries with numbers, like zip codes, phone numbers, prices, or quantity, are more likely to show AIOs. Zip code AIOs especially appear for restaurant or bar type queries, typically in a listed summary format. 

Courtesy Local SEO Guide

Why This Matters

This study sheds light on the importance of understanding how AI is currently used in local search and how it may evolve, which is crucial for businesses and marketers aiming to optimize their online presence. Shotland’s findings imply that, despite advancements, AI overviews are selectively applied in local searches, which suggests a need for marketers to remain attentive to where and how AI is being incorporated. This understanding can guide content creation and SEO strategies to better align with AI-based search features.

For businesses in sectors like home services and real estate, Shotland’s analysis suggests they should pay particular attention to AI developments in search. The higher occurrence of AI overviews in these industries could mean that AI-generated content is influencing visibility and user engagement. Companies in these fields may benefit from adapting their strategies to work alongside AI, potentially gaining a competitive edge in attracting user attention.