The Battle for Search: Google vs. SearchGPT

Earlier this year, OpenAI released SearchGPT, an LLM-based (large language model) search engine and rival to Google. 

The announcement sent everyone in the search industry scrambling. The search wars were on. Could SearchGPT topple Google from its post, uprooting 25 years of established trust behind it?

OpenAI had already begun to disrupt the industry with the introduction of ChatGPT towards the end of 2022. Everyone had seen the power of ChatGPT. With its advanced processing capabilities, what could OpenAI do with SearchGPT?

Fear not. After extensive testing of SearchGPT beta, we put the speculation to rest.

The Evolution of Search

In July, our U.K. Director Simon Small debunked the hype in his keynote at the AI Mixer event at Barclays in London. Titled ‘SearchGPT: How Organic Search and Revenue is Evolving Beyond Google’, Simon discussed the shift occurring in search:

‘What we learned from our extensive research and beta testing is this: when it comes to people searching eCommerce sites to make purchases, there is nothing right now (as at December, 2024) that rivals Google or comes close to it. 

SearchGPT is a long way away from rivalling Google in terms of the eCommerce and SaaS marketplace. It’s not even serious about taking Google’s crown of owning the eCommerce ecosystem.’

During the presentation, he pointed out SearchGPT’s limitations.

‘It recommended sites where traffic has fallen off a cliff for the last 3 years, in countries such as Ukraine and UAE, which were totally irrelevant to our test search use-cases that were in London.

‘Now that the public release is out, we are doing a deep research into this, but we believe that, from initial findings, all SearchGPT has done to rectify the issues is point any eCommerce search to Amazon 90% of the time.’

Simon also spoke about the need for online retailers to adapt to new search paradigms as Google moved to introduce AI Overviews into its search results.

The Limitations of SearchGPT

Despite its strengths, SearchGPT faces significant hurdles, especially when applied to areas like eCommerce and real-time queries.

• Lack of Real-Time Updates
  SearchGPT relies on static training data, which is inherently limited by the cutoff date of its dataset. This makes it ineffective for searches requiring up-to-date information. For example, a query about “new regulations for online marketplaces in 2024” might yield incomplete or outdated results.
  
• Challenges in eCommerce Integration
  SearchGPT’s closed ecosystem poses a major limitation for businesses. It doesn’t integrate with real-world systems that power eCommerce, like inventory updates, pricing changes, or local merchant details. During our beta testing, we found that SearchGPT failed to provide practical answers for queries like “best hiking gear stores in London.” Instead, it suggested irrelevant options from countries such as Ukraine. This underscores its inability to align with user intent for location-based or transactional searches.
  
• Overreliance on Generalisation
  SearchGPT sometimes struggles with specificity. When tested on eCommerce queries, it frequently defaulted to recommending large, global platforms like Amazon. While convenient, this approach limits diversity and fails to cater to local or niche audiences.

SearchGPT is a significant advancement in handling knowledge-based queries, but is far from replacing Google, particularly in commercial or transactional search. Its inability to provide real-time data, integrate with the broader eCommerce ecosystem, or cater to localised searches makes it unsuitable for driving business-specific results.

For businesses, the rise of SearchGPT is a reminder to balance their strategies. While it showcases what’s possible in AI-powered search, Google remains the dominant force in areas like eCommerce and SaaS – where real-time data and adaptability matter most.

The Strength of Google in eCommerce and SaaS

Google’s value lies in its openness and integration with the eCommerce and SaaS marketplaces. Billions of users, merchants, agencies, and tech providers contribute to this ecosystem, creating a dynamic and competitive environment for search rankings.

Businesses have the ability to:

• Control their narrative through optimised product descriptions, local SEO, and paid ads.
• Influence rankings by improving site performance, earning backlinks, and publishing quality content.

SearchGPT, by contrast, operates in a closed system. The training data for LLMs cannot be updated or influenced by individual businesses without introducing security vulnerabilities. This makes it nearly impossible for brands to influence results the way they can on Google.

Challenges with AI Search in eCommerce

During our beta testing, we found that SearchGPT performed poorly in eCommerce-related searches. For example, a query like “best budget laptops for students” often directed users to irrelevant or outdated sites. Amazon dominated recommendations in 90% of test cases, limiting diversity and failing to account for user-specific needs or preferences.

Google, on the other hand, excels in eCommerce search by connecting users to the latest deals, product reviews, and comparison sites. Its systems allow businesses to actively improve their rankings, ensuring visibility for products and services.

Why Accuracy Matters for SEO

Accuracy isn’t just about knowledge. In eCommerce and SaaS, it’s about ensuring users find the right products, services, or solutions without frustration.

Here’s why accuracy is reshaping SEO:

• User Trust: Users are becoming more skeptical of generic content. Accurate, well-researched material builds credibility and keeps visitors coming back.
• Search Intent: Modern algorithms increasingly reward content that aligns with specific user needs. Vague or overly broad answers lose out.
• Conversions: Accurate product descriptions and honest reviews lead to higher purchase rates. Customers are more likely to buy when they feel informed.

What This Means for Businesses

At Kia Ora Digital, we are an Organic Search and RevOps-focused agency. We help eCommerce and SaaS clients adapt to these changes. Our focus remains on Google because it offers businesses control over their rankings and visibility.

Here are some of the steps businesses should take to align with this accuracy-first approach:

1. Invest in Quality Content: Write content that answers specific questions thoroughly and accurately. Use data, case studies, and expert insights to back claims.
2. Optimise for User Intent: Understand what users want when they search. Is it information, a product, or a service? Tailor content to match these needs.
3. Leverage E-A-T: Showcase expertise, authority, and trustworthiness in all content. Include author bios, cite credible sources, and secure backlinks from trusted sites.
4. Monitor Performance: Regularly audit your site to ensure it meets Google’s evolving standards. Tools like Core Web Vitals and Search Console are indispensable.

The Future of Search

While LLMs like SearchGPT excel in knowledge-based queries, they are far from rivaling Google in the eCommerce and SaaS domains. Google’s dominance is rooted in its ability to integrate with businesses and adapt to their needs.

That said, the rise of LLMs signals a shift in user expectations. People want accuracy and relevance in their searches, and businesses must respond by creating better, more accurate content.

At Kia Ora Digital, we stay ahead of these trends, ensuring our clients can navigate both today’s challenges and tomorrow’s opportunities. The focus remains clear: harnessing Google’s ecosystem to deliver high-intent traffic, drive sales, and build brands.

When the next big shift arrives, our clients will be ready. Until then, the mission is clear – make every click count, and make every piece of content accurate.

For more insights on how to grow your eCommerce business or SaaS platform, explore our Revenue Forecast Tool and our dedicated eCommerce SEO services.