Introduction to Google and ChatGPT
New research from BrightEdge, an enterprise search marketing platform, has revealed significant differences in how Google and ChatGPT surface content. These differences are crucial for digital marketers and content creators, as they impact how content is recommended by each system. Recognizing these differences enables brands to adapt their content strategies to stay relevant across both platforms.
Core Differences: Task Vs. Information Orientation
BrightEdge’s research discovered that ChatGPT and Google AI Overviews take two different approaches to helping users take action. ChatGPT is more likely to recommend tools and apps, behaving in the role of a guide for making immediate decisions. Google, on the other hand, provides informational content that encourages users to read before acting. This difference matters for SEO because it enables content creators and online stores to understand how their content is processed and presented to users of each system.
According to BrightEdge, "In task-oriented prompts, ChatGPT overwhelmingly suggests tools and apps directly, while Google continues to link to informational content. While Google thrives as a research assistant, ChatGPT acts like a trusted coach for decision making, and that difference shapes which tool users instinctively choose for different needs."
Divergence On Action-Oriented Queries
ChatGPT and Google tend to show similar kinds of results when users are querying for comparisons, but the results begin to diverge when the user intent implies they want to act. BrightEdge found that prompts about credit card comparisons or learning platforms generated similar kinds of results. However, questions with an action intent, like "how to create a budget" or "learn Python," lead to different answers. ChatGPT appears to treat action intent prompts as requiring a response with tools, while Google treats them as requiring information.
BrightEdge notes that the Healthcare industry has the highest rate of divergence, with 62% of queries resulting in different responses from ChatGPT and Google. For example, when prompted to help with things like "How to find a doctor," ChatGPT pushes users towards Zocdoc, while Google points to hospital directories.
The B2B Technology niche has the second-highest level of divergence, with 47% of queries resulting in different responses. When comparing technology, such as cloud platforms, both suggest AWS and Azure. However, when asked "How to deploy things (such as specific apps)," ChatGPT relies on tools like Kubernetes and the AWS CLI, while Google offers tutorials and Stack Overflow.
The Education industry follows closely behind B2B technology, with 45% of queries resulting in different responses. When comparing "Best online learning platforms," both platforms surface Coursera, EdX, and LinkedIn Learning. However, when a user’s prompt pertains to learning a skill such as "How to learn Python," ChatGPT recommends Udemy, whereas Google directs users to user-generated content hubs like GitHub and Medium.
Tools Versus Topics
BrightEdge uses the example of the prompt "What are some resources to help plan for retirement?" to show how Google and ChatGPT differ. ChatGPT offers calculators and tools that users can act on, while Google suggests topics for further reading. This difference in approach highlights the need for marketers and content creators to understand the intent behind the search results for each platform and make content strategy decisions based on that research.
Takeaways
The key takeaways from BrightEdge’s research include:
- Split In User Intent Interpretation: Google interprets queries as requests for information, while ChatGPT tends to interpret many of the same queries as a call for action that’s solved by tools.
- Platform Roles: ChatGPT behaves like a decision-making coach, while Google acts as a research assistant.
- Domain-Specific Differences: Healthcare has the highest divergence (62%), especially in task-based queries like finding a doctor. B2B Technology (47%) and Education (45%) also show significant splits in how guidance is delivered. Finance shows the least divergence (39%) in how results are presented.
- Tools vs. Topics: ChatGPT recommends actionable resources; Google links to authoritative explainer content.
- SEO Insight: Content strategies must reflect each platform’s interpretation of intent. For example, creating actionable responses for ChatGPT and comprehensive informational content for Google.
Conclusion
In conclusion, BrightEdge’s research highlights the significant differences in how Google and ChatGPT surface content. By understanding these differences, marketers and content creators can adapt their content strategies to stay relevant across both platforms. The divergence in user intent interpretation, platform roles, and domain-specific differences all play a crucial role in shaping the search experience for users. As the digital landscape continues to evolve, it’s essential to recognize these differences and create platform-specific content and web experiences that meet the unique needs of each platform.