In September 2025, OpenAI officially launched SearchGPT, its conversational AI-powered search engine designed to directly compete in the global search market. Unlike traditional engines that return a list of links, SearchGPT provides human-like answers, summaries, and citations within the chat interface.
This is a paradigm shift for users, marketers, and SEO experts, who are now rethinking how search visibility, website traffic, and content discovery will evolve in an AI-first world.
What is SearchGPT?
SearchGPT is OpenAI’s AI-driven search engine, blending large language models (LLMs) with real-time web indexing.
Key Features:
- Conversational Search: Users ask natural language questions and receive summarized answers.
- Citations & Sources: SearchGPT provides links to external sites for verification.
- Real-Time Indexing: Like traditional search engines, it crawls and updates from the web.
- Personalization: Uses context to adapt results to user preferences.
- Multimodal Search: Supports not just text but also images, charts, and potentially video.
“SearchGPT represents the next phase of search: contextual, conversational, and grounded in real-time data.” — OpenAI announcement, Sept 2025
Why SearchGPT Matters in 2025
- AI-Native Search: Moves away from static search pages toward dynamic, conversational responses.
- SEO Disruption: Websites may see less click-through since answers are summarized directly.
- Trust & Transparency: By surfacing citations, it attempts to avoid the “black box” criticism of AI models.
- Competition: It places OpenAI in direct competition with existing search giants and smaller AI-first startups.
How Does SearchGPT Work?
SearchGPT combines:
- Large Language Models (LLMs): Provide natural-sounding, contextual answers.
- Search Indexing: A real-time crawl of the web, much like traditional search engines.
- Retrieval-Augmented Generation (RAG): Pulls facts from external sources to reduce hallucinations.
- Ranking & Relevance Algorithms: Prioritizes content quality, authority, and timeliness.
Example Interaction
- Query: “What are the best laptops for coding under $1500 in 2025?”
- SearchGPT Output: A concise summary with 3–5 top models, pros/cons, and links to sources like review sites.
Expert Reactions: What SEO Professionals Are Saying
SEO experts have weighed in with mixed views:
-
Positive Outlook:
- If SearchGPT drives more qualified traffic, SEO will evolve, not die.
- Many believe AI search will reduce “junk content” optimized only for keywords.
-
Concerns:
- Reduced organic traffic as answers appear directly in chat.
- Content attribution challenges — will small sites still get visibility?
- Paid search advertising models remain unclear.
SEO Impact: What You Need to Know
| Factor | Impact with SearchGPT | SEO Strategy Adjustment |
|---|---|---|
| Click-Through Rates (CTR) | Likely to decrease | Focus on branded traffic & authority |
| Content Length | Concise > Long-form | Provide direct, structured answers |
| Citations | Crucial | Publish original research, data, and expertise |
| Keywords | Less dominant | Prioritize topics & intent |
| Backlinks | Still relevant | Build authoritative references |
Strategies to Adapt in 2025
- Entity-First SEO: Optimize for people, organizations, and products rather than just keywords.
- Structured Data Markup: Use schema to help AI understand your content contextually.
- Conversational Content: Create Q&A-style posts aligned with natural language queries.
- Original Research & Data: AI systems prioritize citing unique and verifiable sources.
- Diversify Traffic Channels: Don’t rely solely on search — use newsletters, podcasts, and social media.
Key Takeaways
- SearchGPT is OpenAI’s entry into the search engine space, reshaping how users find and consume information.
- SEO is not dead, but evolving toward entity-rich, conversational, and citation-worthy content.
- Click-through rates may drop, but authoritative and niche content can thrive.
- Businesses must adapt by embracing structured data, conversational formats, and original insights.
- 2025 is a turning point, with AI-first search engines reshaping digital marketing.
FAQ: Common Questions About SearchGPT
Q: Is SearchGPT replacing traditional search engines?
A: Not immediately, but it will compete directly by offering a conversational alternative.
Q: How does SearchGPT choose which sites to cite?
A: OpenAI claims it prioritizes authority, trustworthiness, and relevance, similar to traditional ranking systems.
Q: Will SEO die because of AI search?
A: No. SEO is evolving — entity-rich, authoritative content will remain valuable.
Q: Can websites still get traffic from SearchGPT?
A: Yes, if cited as a trusted source. Optimizing for authority and structured answers will help.
Q: Does SearchGPT use ads?
A: As of September 2025, OpenAI has not announced a clear advertising model.
Final Thoughts
SearchGPT is a landmark moment in search history. By combining AI-driven conversation with real-time indexing, OpenAI is challenging the way we discover and verify information online.
For businesses, marketers, and creators, the challenge is clear: adapt content for AI-first discovery or risk losing visibility.
The future of search is conversational, entity-driven, and citation-rich — and it starts now.