In this article, I’ll explain how ChatGPT’s new search functionality threatens online businesses that rely on SEO and search ads.

I’ll even give you 3 strategies you can adopt today before you find yourself like a CD player salesman at a streaming convention.

But before we dive in, we need to understand Search ChatGPT and why OpenAI is determined to put me out of work.

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A few weeks ago, ChatGPT has rolled out its new search functionality, allowing Plus users to access real-time information directly from the web.

Additionally, users can access the latest news, sports updates, stock prices and much more without leaving the chat.

ChatGPT Search offers effortless creativity and efficiency

Imagine working on a project that requires creativity but also requires precise research.

ChatGPT Search lets you do both in one place.

This is a powerful feature for market research, competitive analysis, and trend spotting, helping you stay informed.

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ChatGPT Search can cut the time spent on essential tasks in half by streamlining your workflow, allowing you to focus more on insights and strategy rather than sifting through endless search results.

As someone who spends a lot of time searching the internet, this update is very cool.

However, as someone who makes a living marketing online using search ads and SEO,

It blows louder than a Kenny G concert.

And here’s why…

This significantly reduces brand visibility

Online businesses rely on useful content to promote their product or service.

Think of content as a highway, and the product or service as the billboard on the highway.

In this scenario, search engines like Google and Bing work like a GPS, directing users to their destination.

SEO and Search Ads allow online businesses to get their billboard noticed.

Now think of ChatGPT as a teleportation device that eliminates the need to travel on said highway.

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Users never see the billboard or get the chance to discover a new product or service.

This is a fundamental shift in user behavior, so it’s easy to see how detrimental it could be for small businesses that rely on SEO and search ads to get noticed and make a living .

Is this the end of search engines?

It’s also easy to see how this is a major threat to search engines.

I imagine when the news broke. Search engine executives collectively said a bad word at the same time .

I’ll tell you which one, but the editor-in-chief of ZDNET doesn’t like it when I swear.

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All joking aside, what was once a foolproof business model may be on the verge of being obsolete.

If you own an online business and rely on SEO or search ads, you probably think it sucks, but what should I do…

Don’t panic, I got you.

How to capitalize on the new landscape

Here are three strategies to help you anticipate the situation and build a sustainable business.

1. Own your audience

With so many apps competing for your customers’ attention, you need to make this connection yours and yours alone.

Going forward, no one should come between you and those who support your brand.

Having a direct connection with your audience won’t be optional; this will be a must, otherwise reaching your audience will cost you a lot of time.

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One of the best ways to make this connection is through email.

Studies show that email marketing delivers an average ROI of $42 for every dollar spent, and businesses that invest in direct channels see up to 20% higher engagement than those that rely solely on advertisements.

The goal is to eliminate the middleman between you and your customers.

No one should have the power to disrupt your connection.

PRO TIP: When sending emails, remember that there is a real person on the other end of the line.

They have good days and bad days, just like you, so talk to them like a friend.

Whatever you do, avoid fancy words; that’s how young people know you’re old.

2. Double the content

It is necessary for businesses to prioritize content to stand a chance in the next 5-10 years.

My friend, the writing is on the wall. Acquisition costs are insane, technology continues to evolve, and we are in a true attention economy where content is the currency.

Businesses that prioritize content see 5x higher engagement and 3x higher conversion rates than those that rely solely on traditional advertising.

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Ideally, you should post on as many channels as possible, but for now, pick one and commit.

The idea is that you start with a single channel and focus on building and refining your voice. Once your revenue increases, you can expand your team and tackle other channels.

PRO TIP: When creating content, be yourself. Establish an authentic connection with your audience. Make it relevant; make the reader feel like you are speaking directly to them.

3. Leverage Social Media

It may sound crazy, but your social media page is now the top of your funnel, and I would say your social profile has replaced your website as the first point of contact.

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With this in mind, you need to do your best and leverage your social media pages.

75% of people use social media to research brands, and nearly 40% of Gen Z prefer to discover products on social media rather than traditional search engines.

So, curate your page with helpful content and set up your profile to include essentials like who you are, who you serve, and the correct contact information.

PRO TIP: Use platform-specific features like Instagram’s product tags and shopping options, and create call buttons directly on your profile to make it easy and instant for customers to connect. These options turn your social media into a one-stop shop, allowing followers to browse, learn, and even contact you directly.

When one door closes, another opens

In many ways, this change is a good thing.

I encourage you to keep an eye out for any advertising products OpenAI might introduce. You should be among the first to jump on it if they do.

You should be present throughout this opportunity like a financial brother at a Patagonia sale.

If you implement these strategies as soon as possible, they can be a game-changer and give you a head start.

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Consider it a proactive step to weather the coming storm. Fast forward a few years, and it will be mandatory.

I’m not trying to be Chicken Little here and sensationalize what’s coming, but you should plan ahead.

The world is changing and we must evolve with it.

Hope this helps; I support you.

P.S. Want more data-driven marketing insights? Subscribe to my free newsletter, No fluff, just facts. I share what works in the world of digital marketing, the latest trends, and the occasional pep talk to inspire you. If this sounds like your jam and you want to be best friends forever, click here to register. It’s completely FREE!