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Does Generative Engine Optimization (or SEO for ChatGPT) matter?
Search is changing. Google isn’t the only game in town anymore. ChatGPT’s new search functionality is changing how people find information and products, which is why SEO for ChatGPT needs to be incorporated into your content strategy. Whether you’re a D2C seller, an Amazon seller, an omnichannel seller, or anything in between, there’s no doubt about it – AI-powered search is here to stay.
We don’t think Google search will ever die, but there’s a very likely possibility that traditional search engines will lower in importance, as AI tools like ChatGPT will rise in popularity. After all, according to Digital Silk, over 800 million people all over the globe use ChatGPT – that’s around 10% of the world’s population. Furthermore, ChatGPT is predicted to hold 1% of the search market in 2025 – while this isn’t a large number given how many people use tools like Google for regular search queries, it’s indicative of how search is starting to shift, and how people are starting to change their search habits.
So, what does this mean for you? It wouldn’t hurt to rank on ChatGPT, especially given the rise of ShopGPT. Who knows, appearing in AI search results may impact your conversion and engagement!
While we’re on the topic of AI-driven search, don’t forget to optimize for AI on Amazon. Make sure you find out all about Amazon Rufus!
What in the world is SearchGPT (or ChatGPT Search)?
So, what exactly is SearchGPT? In a nutshell, it’s an AI-powered, conversational search engine that pulls real-time data and delivers answers in natural, conversational language, complete with source citations. You might have used ChatGPT to help you research a topic or answer a question; when you ask it for references, it will send you links to articles.
Let’s compare and contrast SearchGPT with search engines like Google and Bing.
Google and Bing often serve up a ranked list of links – and yes, ads are a dime a dozen.
Amazon prioritizes products first, pushing sellers to compete for placement.
As you know, Google search engine optimization and Amazon search engine optimization are slightly different. Be sure to read up on our eCommerce SEO best practices to make sure you’re maximizing your Amazon SEO performance.
AI SEO on Chat GPT is different – it provides direct, intent-based answers, while showing you where the information came from.
This shift is massive. Instead of just appearing in a list of results – whether it’s a Shopping suggestion on Google or on search results on Amazon – your brand has the chance to be recommended within the answer itself, positioning you as a solution rather than just another option to click.
You might be tempted to think that only AI-generated content would rank well on Search GPT – and although this is a reasonable assumption, it’s not true. Your chances of appearing depend on a bunch of factors, and whether you use AI to generate content or not, you can still appear in search results on Search GPT. We’ll get into that a little later.
Optimizing for ChatGPT is important for sellers!
So, why should sellers care? Is it truly important to rank in ChatGPT?
Bottom line, perhaps we’re not quite there yet. Search engine results are still heavily influenced by traditional SEO. But given the statistics – GPT holds 1% of searches online – it’s probably a good idea to incorporate your technical SEO keyword research with the tactics that ChatGPT prioritizes. It’s only going to get heavier and more intense from here.
For D2C brands, AI-driven search isn’t just about visibility – it’s about recommendation. Imagine the day when your brand, product, or even a single review becomes part of an answer. A customer might ask ChatGPT about planning a kiddie birthday party for a 7-year-old boy, and your Transformers party supplies are included in the results. Customers get fed your product as opposed to discovering it on their own.
For Amazon sellers, balancing PPC and organic search – while still important – are not the only thing that matter anymore. SearchGPT favors content from authoritative media sources, like independent reviews, blogs, or high-quality comparison articles. Now, if your brand is mentioned in these spaces, you’re far more likely to surface in AI-driven answers, even if your listing isn’t at the very top of Amazon’s SERPs. Think of it as another avenue for external traffic.
Now, if you’re expanding globally, the stakes are even higher. AI search engines don’t just parse keywords (although well-localized keywords will always be important); they look for relevance and credibility across languages and cultures. Brands that invest in localized content, credible customer reviews, and culturally fluent messaging will enjoy greater visibility in diverse markets.
SearchGPT may never replace Google, but we’re about to see an evolution of traditional SEO. Generative Engine Optimization (GEO) – optimizing your brand to be references and recommended by AI systems like SearchGPT – is going to become the new frontier for digital growth. No doubt about it.
SEO for ChatGPT: SEO strategies to boost search results
All right – now for the important part. What are the things you need to consider when crafting content so it’s discoverable by SearchGPT?
1. Target Conversational Queries
SearchGPT is built to understand natural language, not just keywords. That means sellers must go beyond stuffing product pages with search terms and instead optimize for question-style, intent-driven searches. Shoppers now ask in full sentences:
“Which cruelty-free candles last the longest under $30?”
vs.
“soy candle Amazon”
The brands that mirror this conversational style in their content are more likely to be surfaced in AI-generated answers.
2. Build Authority with E-E-A-T
SearchGPT leans heavily on signals of Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). It prioritizes content that feels credible and verified. For sellers, this means:
- Encouraging authentic customer reviews.
- Earning brand mentions in reputable publications.
- Building partnerships with trusted niche media.
The stronger your authority footprint, the greater your chance of being cited.
3. Keep Content Fresh
AI favors recency. Outdated listings or blog posts are less likely to be recommended. Regularly refresh product descriptions, how-to guides, and brand content to ensure it reflects the latest data, trends, or use cases. Recency signals not only boost visibility but also strengthen consumer trust.
4. Structured Data & Crawlability
SearchGPT pulls from Bing’s index and OpenAI’s SearchBot. If your website isn’t crawlable, you won’t show up. Sellers should:
- Implement schema markup to make content machine-readable.
- Submit sitemaps via Bing Webmaster Tools.
- Allow OpenAI’s crawler in robots.txt.
A clean, structured site ensures your content can be scanned, understood, and cited quickly.
5. Diversify Formats, Localize for Markets
SearchGPT rewards content that matches different learning styles. Beyond text, invest in long-form guides, videos, infographics, and how-tos. Global sellers in particular should double down on localization, not just translation. Cultural fluency and linguistic accuracy are what allow your content to resonate in each market and be recognized by AI as truly relevant.
AI search trends that sellers can’t ignore
Want ChatGPT to get your D2C site or Amazon page into its search results? Pay close attention to these trends.
Use a Conversational Tone When You Optimize for AI
There’s a strong chance you use ChatGPT yourself. Do you ever just input a keyword into the chatbot and expect a result? Chances are, you speak to ChatGPT in a conversational tone of voice. Put it this way – Sentio reported that 63% of survey respondents reported that LLMs have improved their mental health, with 87% rating the advice as practical or helpful. You don’t talk to your preferred AI model the way you talk to Google or Amazon. You talk to it like a friend.
The same holds true with eCommerce. Buyers are searching the way they speak. They’ll put full questions or requests. Sellers need to anticipate these conversational queries, and align their content accordingly.
Chat GPT Likes Local SEO
AI search leans heavily on reviews and maps data. Remember, many shoppers use local search as validation before purchase. Reviews on Maps, Yelp, or the like are credibility signals that reassure buyers and reduce friction in the buying decision. Now, if you’re expanding globally, and have sought brick-and-mortar presence through a small kiosk or in the product selection of a department store, for instance, local SEO helps customers connect brand awareness with availability.
SearchGPT and similar platforms are pulling from Maps/review ecosystems because those are seen as trustworthy, structured data sources. For product sellers, it’s less about foot traffic alone and more about validation, discoverability, and trust signals, which AI search engines now treat as ranking fuel.
Ads Aren’t as Important Anymore
So far, SearchGPT runs ad-free results. Who knows if that’ll change in the future? If you want SearchGPT optimized content, you’ll have to lean on organic authority, citations, and mentions, which are way more important than PPC spend. That’s when you’ll have to balance organic marketing with your PPC game, since you’ll still need PPC for things like getting discovered during Prime Day, and courting the Amazon algorithm.
Brand Trust is Crucial
Trust signals – from cultural fluency to transparent practices – are what determine whether your brand gets cited or overlooked. Brands that demonstrate credibility across languages and markets position themselves as the kind of reliable sources AI engines want to recommend. Interestingly, long-form content wins here – but it needs to come from a review or content site in order for it to rank on SearchGPT. This is where your backlinks, reviews, and media work come in very handy.
Search strategies aren’t dead. SEO is just turning into GEO.
Don’t worry. SEO isn’t dead. It’s just evolving. As AI search engines like SearchGPT rise in influence, we’re entering the era of Generative Engine Optimization (GEO).
As you know, adaptation is the key to survival in this ever-changing crazy eCommerce world. Make sure you create conversational content that mirrors how people actually ask questions. Invest in careful localization that respects cultural nuances. Build trust through credibility and transparency. The brands that follow these trends as closely as possible won’t just be visible in AI-driven search – they’ll be recommended.
So, gone are the days of keyword stuffing and backlink farming. You have to be very smart about what you do – it’s not about chasing algorithms, it’s optimizing for people. Localizing for cultures. And making sure your brand is discoverable, credible, and relevant in every market you serve.
Don’t forget, for all things localization – especially the customer-centric type – follow YLT Translations and Jana on LinkedIn!