A new study by Nectiv has revealed that ChatGPT still depends on traditional search to find its answers. The data shows that ChatGPT performs a search in 31% of prompts, with an average of 2.17 searches per query – each about 5.5 words long, roughly 60% longer than the average Google search. In other words, ChatGPT isn’t operating in isolation. It’s pulling data directly from the web, and that means SEO is still very much in the driver’s seat.
How ChatGPT Uses Search Engines
Nectiv analysed 8,500+ ChatGPT prompts across nine industries – from commerce and fashion to software and local search. Out of those, ChatGPT performed over 2,600 searches, averaging two per prompt. That means that nearly one in three times someone asks ChatGPT a question, it’s essentially doing a Google search to find the answer. When it doesn’t know something from its training data, it searches the web, just like we do.
A few standout findings:
- Local searches dominate – ChatGPT performed a search in 59% of local-intent prompts
- Commerce is close behind, triggering searches 41% of the time
- Queries are longer and more specific, averaging 5.48 words – compared to the typical 3.4 for a Google search
- 77% of queries were five words or more, indicating ChatGPT’s preference for longer-tail search terms.
ChatGPT Uses Longer Search Queries Than Most Users
ChatGPT doesn’t search like a typical user. Most of its queries are five words or longer – that’s 61% longer than typical Google searches. What’s interesting is that these are the kind of long-tail, commercial intent keywords we optimise for. ChatGPT is searching for the detailed, specific content that good SEO creates.
The study also found that ChatGPT frequently searched for content around “reviews,” “features,” “comparisons,” and “2025.” In short, it’s looking for up-to-date, detailed content – the same qualities Google rewards. It also shows that customer testimonials and review content are increasingly important.
As ChatGPT leans towards longer, conversational queries, think about prioritising:
- Targeting long-tail and question-based keywords
- Keeping content fresh and time-relevant
- Writing comparison and review-style pieces that match the LLM’s search behaviour.
How ChatGPT’s Search Habits Impact SEO Strategies
ChatGPT isn’t replacing search engines – in fact, your SEO efforts are influencing AI-driven results. This is where SEO for ChatGPT comes in: ensuring your optimised pages are structured and intent-aligned so they appear not just in Google, but also in ChatGPT’s sourced results. When ChatGPT performssearches, it’s surfacing the same optimised content that ranks well on Google. This means your investment in SEO (optimising for Google’s evolving algorithms) is now working double duty (also optimising for ChatGPT). If your pages are well structured, technically sound, and aligned with search intent, there’s every chance they’ll feed into ChatGPT’s responses too.
Local SEO Matters
Here’s something that should get local businesses excited: ChatGPT triggered searches in 59% of all local intent prompts. If someone asks “best restaurants near me” or “marketing agency in Leicester”, ChatGPT is almost certainly searching the web for that information. Your local SEO strategy including Google Business Profile optimisation, local content, and review strategy are not just helping you rank on Google anymore – they’re helping you appear in ChatGPT responses too.
The Big Picture: AI and SEO Are Not Competing
There’s a tendency to view AI search as a threat to SEO. But studies like this show they’re interconnected, not in conflict. ChatGPT still relies on Google’s index to gather data and verify facts, and that means SEO remains the foundation of discoverability, whether through a search engine or a chatbot interface – they’re part of the same ecosystem. ChatGPT is looking for the same things we’ve always optimised for: helpful, detailed, fresh content that answers real questions.
The Last Word
The future of search isn’t about choosing between Google and AI; it’s about being visible everywhere your customers are looking for answers. And right now, that means being optimised for both. If you’d like to explore opportunities to improve your current SEO strategy for ChatGPT, get in touch with the Herdl team.