Google vs. ChatGPT: Traditional Search Still Going Strong
When ChatGPT launched, many considered it a potential “Google killer.” The prevailing belief was that Google Search and traditional search engines would become obsolete in the wake of a chatbot revolution.
However, as we discussed in our piece “How Google, OpenAI and Reddit Are Transforming Search,” it’s clear that while users enjoy chatbots like ChatGPT, they still rely heavily on traditional search engines that provide multiple source options.
What Happened?
Contrary to predictions, traffic to Google Search has not only remained stable but has actually increased since ChatGPT’s debut.
Data from Datos’ clickstream panel, analyzed by Sonata Insights, shows that Google’s traffic grew by 1.4% from May 2023 to May 2024.
Here are other key points:
- Google users performed ~200 searches per month compared to Perplexity’s ~15.
- Google’s combined desktop and mobile web traffic remained steady over the year.
- The average number of Google searches per desktop user increased by 10.4% to 109.9.
- Mobile web search users conducted 51 searches per month.
- Only 16.45% of traditional search engine users also used AI platforms.
- 99% of AI platform users continued to use traditional search engines.
Rand Fishkin breaks this down using graphs on SparkToro.
Google vs. ChatGPT: Our Perspective
While the launch of ChatGPT generated a lot of hype and speculation that traditional search was dead, it overlooked the ongoing evolution of search, where chatbots may not always be the best fit.
Google’s Helpful Content update emphasizes unique, high-quality content over automated, low-value iterations that often clutter search results. Additionally, Google has recently updated its algorithm to give more prominence to user-generated content from platforms like Reddit and Quora. This marks a significant shift from Google’s long-standing emphasis on “credible” sources, allowing for a diversity of voices that may not always be verified experts.
This move toward user-generated content contrasts with the chatbot style, which can sometimes feel like a single source of information, even when citing sources.
For both SEO and Paid Media, this is a positive development. It underscores the continued importance of a search landscape familiar to marketers and clients.
Marketers should focus on strong content marketing efforts that reflect high quality, unique perspectives and expertise.
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