ChatGPT and SEO: what’s changing (and what you need to know)

In recent months, a key question has emerged: “What happens to SEO when people stop searching on Google?”

It feels like ages ago, but it was only back in 2023 when we started discussing here, through our magazine pages, how AI could revolutionize the work of SEO specialists.

Now, with the rise of ChatGPT suggesting products, recommending brands, and enabling a natural, end-to-end conversion funnel, SEO has truly undergone a major transformation.

According to a study by Search Engine Journal, ChatGPT is gaining ground in the AI-powered search market, with a growing number of users preferring to interact directly with language models rather than perform traditional Google searches.

The challenge is no longer just being found, but being selected by the AI as a relevant answer.

From traditional search to AI conversation

Large Language Models (LLMs), like ChatGPT, don’t perform traditional searches. Instead, they synthesize information intelligently, responding to user questions quickly and directly.

This shift is radically changing how content is consumed, making conversational SEO more essential than ever.

SEO isn’t dead. It’s simply evolving.

It’s no longer just about ranking for a keyword, but about making your brand relevant, authoritative, and clearly understood by AI-generated responses.

As noted by Content Marketing Institute, to keep pace with AI-powered search engines, companies must update their SEO strategies to include optimization for models like GPT-4.

But can ChatGPT really improve your SEO on its own?

Several sources have reported tests using ChatGPT (in its new GPT-4 version) to analyze a CSV exported from Screaming Frog, featuring mid-to-large eCommerce sites as examples.

The output? Interesting, but somewhat superficial.

ChatGPT provided general suggestions like: “optimize images,” “use canonical tags properly,” and “watch out for redirects.”

But it didn’t go further.

There were no specific instructions on which images to optimize or which URLs to fix.

Compared to dedicated tools like Ahrefs, ChatGPT performs well at diagnosing issues—but falls short when it comes to actionable, targeted recommendations.

What does this mean for you?

Context is everything.

It’s no longer enough to focus only on keywords—what matters now is semantics, content quality, and relevance in AI-generated answers.

With the rise of conversational search, your content must not only respond to user questions, but anticipate them and adapt to these new AI-driven formats.

Conversational SEO is quickly becoming one of the top challenges to tackle.

According to further industry studies, optimizing for AI search results is now essential to remain competitive.

What we’re doing (and can do for you)

We’re actively working on:

• Content optimization strategies that ensure your pages are easily understood and utilized by LLMs like ChatGPT
• Conversational SEO strategies, to align your site with new AI-driven search behaviors
• Hands-on testing and continuous updates, to ensure your brand surfaces in AI results on platforms like ChatGPT and similar tools

Because today’s SEO is all about smart visibility and strategic adaptation.

Semantic SEO, for example, is becoming critical as AI interprets context and intent behind user queries.

Ready to face the future of SEO together?

The future is conversational—but you’re still in control.

AI can write, suggest, sell—but it’s human strategy that makes the real difference.

In a world where searches are shifting toward AI, it’s more important than ever to think long-term, and take an approach that blends innovation with strategic vision.

We’re here to guide you through this evolution, helping you navigate the future of SEO without losing sight of what truly matters for your brand.

With us, your brand will be ready to make the most of these new visibility opportunities.