What Siri’s ChatGPT integration portends for SEO & Google Search.

I’ve been writing a lot lately about the migration of searchers from traditional search engines like Google to AI chatbots or agents like ChatGPT.

To give examples, I’ve compared search results between different platforms as well as recorded my own search journey in looking for a product.

In short, I believe the use of AI chatbots changes the equation in SEO, highlighting the importance of focusing on engagement and business fundamentals when it comes measuring content success, for example.

Having said all of that, I recently saw a TikTok video showcasing ChatGPT in the latest Siri (with Apple Intelligence) on iPhone.

This video showed how Siri could give the option of a web search or ChatGPT or be set up to default to ChatGPT:

@thatchriscarley

#Siri ChatGPT Integration in iOS18.2 #tech #apple #ios #iphone #fyp #foryou

♬ original sound – Chris Carley

Why is this significant? Because it’s yet another example of how the traditional search paradigm is getting disrupted.

iPhone users are accustomed to calling on Siri and expecting a Google Search and their query’s answer read from a featured snippet. Now that responsibility can go to ChatGPT.

Since this doesn’t appear to be a version of ChatGPT with web access (SearchGPT), that means brand mentions will likely be from training data.

We know from Google’s anti-trust lawsuit that the company paid a sizable amount to Apple to be the default search engine.

But what happens when users get to choose between Google and ChatGPT?

Again, this highlights the importance of a holistic marketing strategy beyond just an SEO strategy.

In summary, focus less on measuring clicks and rankings in search results and more on visibility across all organic platforms your users interact with, especially AI chatbots and agents.

Thanks for reading. Happy marketing! 🤗

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