{"id":21088,"date":"2024-08-01T16:59:13","date_gmt":"2024-08-01T20:59:13","guid":{"rendered":"https:\/\/www.insightpartners.com\/?p=21088"},"modified":"2025-04-01T10:58:47","modified_gmt":"2025-04-01T14:58:47","slug":"searchgpt-what-it-means-saas-marketing","status":"publish","type":"post","link":"https:\/\/www.insightpartners.com\/ideas\/searchgpt-what-it-means-saas-marketing\/","title":{"rendered":"We put SearchGPT to the test. Here&#8217;s what it means for SaaS marketing"},"content":{"rendered":"<p>On July 25<sup>th<\/sup> OpenAI announced <a href=\"https:\/\/openai.com\/index\/searchgpt-prototype\/\">SearchGPT<\/a>, their long-rumored prototype of generative AI-powered search. While there are already quite a few write-ups on SearchGPT, most have focused on the impact to Google&#8217;s search dominance. Few have focused on the potential impact on the marketing engine of the SaaS industry, where SEO and content are often critical drivers.<\/p>\n<p>Insight Partners got early access to SearchGPT and we have been extensively testing it. Below are some live screenshots from the prototype, our observations, and how we\u2019re thinking about SearchGPT&#8217;s potential impact on search for Insight portfolio companies.<\/p>\n<p>Before you start looking at screenshots and drawing your own conclusions, here are a few of ours.<\/p>\n<ul>\n<li><strong>For consumers:<\/strong> Some will find this to be a superior search option and we expect there to be significant adoption when it becomes more widely available.<\/li>\n<li><strong>For SaaS content marketers: <\/strong>The best quality content is still going to win in SEO or LLMO (Large Language Model Optimization), but it\u2019s not going to drive as much traffic to your site. It\u2019s time to get more creative about content strategy.<\/li>\n<li><strong>For C-suites:<\/strong> There are <a href=\"https:\/\/www.searchenginejournal.com\/openais-sam-altman-on-challenging-google-with-ai-search\/511389\/\">no ads<\/a>, and you can\u2019t buy your way into results. If you\u2019re very reliant on paid search, you better start focusing on diversification.<\/li>\n<\/ul>\n<h2>How is SearchGPT different than ChatGPT?<\/h2>\n<p>To understand SearchGPT, you have to understand the difference between Pure Generative Models versus Retrieval Augmented Generation (RAG). Pure Generative Models create responses based on their training data. Models retrain infrequently, meaning they can get out of date quickly. RAG addresses these limitations by incorporating a retrieval mechanism to fetch relevant documents from a universe of information, ensuring better responses.<\/p>\n<p>ChatGPT responses were initially Pure Generative. Asking about the news was fruitless; \u201cI\u2019m only trained on data up to September 2021\u201d was a common response. <a href=\"https:\/\/openai.com\/index\/hello-gpt-4o\/\">ChatGPT-4o<\/a> introduced some aspects of web search where RAG would supplement the training data to help improve results.<strong>\u00a0<\/strong><a href=\"https:\/\/blog.google\/products\/search\/generative-ai-google-search-may-2024\/\">Google\u2019s AI Overviews<\/a> are heavily RAG-based responses, grounded in web search results versus training data, making them more valuable to search users.<\/p>\n<p>SearchGPT attempts to go one step further. It combines real-time RAG capabilities with the advanced natural language processing power of ChatGPT. This blend of semantic comprehension and timely data is an attempt to make SearchGPT results the most accurate, current, and contextual responses possible. <span class=\"ui-provider a b c d e f g h i j k l m n o p q r s t u v w x y z ab ac ae af ag ah ai aj ak\" dir=\"ltr\">However, like other AI platforms, SearchGPT responses are still fallible if they source from incorrect data, and OpenAI has a long hill to climb to match the level of trust Google Search has built with the public.<\/span><\/p>\n<p>There are pros and cons to Google versus SearchGPT, and which you prefer will likely come down to personal preference, but we can confidently say SearchGPT will not be a weak competitor to Google Search. You can <a href=\"https:\/\/openai.com\/index\/searchgpt-prototype\/\">request access to the SearchGPT waitlist<\/a> to experience it for yourself.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-21099\" src=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-14.jpg\" alt=\"openai searchgpt\" width=\"750\" height=\"395\" srcset=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-14.jpg 1068w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-14-300x158.jpg 300w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-14-1024x540.jpg 1024w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-14-768x405.jpg 768w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/p>\n<p>The anatomy of SearchGPT is simple and familiar. The search interface is very stripped down, with just a single query box and button. When you first run a search, most sources are hidden and only small citations are shown. The text response is the main focus on the page, and where most users will spend their time.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-21100 size-full\" src=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-15.jpg\" alt=\"searchgpt\" width=\"1068\" height=\"1155\" srcset=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-15.jpg 1068w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-15-277x300.jpg 277w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-15-947x1024.jpg 947w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-15-768x831.jpg 768w\" sizes=\"(max-width: 1068px) 100vw, 1068px\" \/><\/p>\n<p>For the screenshots below, we\u2019ve expanded the sources tab on the left-hand side of the page. We are not sure whether consumers will use this, but it helps us to better understand the inner workings of SearchGPT.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-21098 size-full\" src=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-1.jpg\" alt=\"searchgpt from openai\" width=\"1068\" height=\"780\" srcset=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-1.jpg 1068w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-1-300x219.jpg 300w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-1-1024x748.jpg 1024w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-1-768x561.jpg 768w\" sizes=\"(max-width: 1068px) 100vw, 1068px\" \/><\/p>\n<h2>What does SearchGPT look like?<\/h2>\n<h3>Branded search<\/h3>\n<p>SearchGPT branded results are more focused on your brand than Google results. This can be good \u2014 less fear of competitors showing up for your brand, negative press, reviews, or Reddit threads to contend with. However, there is also less branding to the searches in SearchGPT, typically featuring just text-based stats similar to what is currently found in <a href=\"https:\/\/support.google.com\/knowledgepanel\/answer\/9787176?hl=en\">Google\u2019s Knowledge Graph<\/a> (both frequently sourced from Wikipedia).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-21101 size-full\" src=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-16.jpg\" alt=\"searchgpt from openai\" width=\"1068\" height=\"917\" srcset=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-16.jpg 1068w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-16-300x258.jpg 300w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-16-1024x879.jpg 1024w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-16-768x659.jpg 768w\" sizes=\"(max-width: 1068px) 100vw, 1068px\" \/><\/p>\n<p>Extended branded search, especially worded as a question, elicits a more detailed and opinionated response from SearchGPT. This can include perceived strengths and weakness or rich media types like YouTube videos (in case you were concerned that type of content was no longer going to be valuable).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-21110 size-full\" src=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-25.jpg\" alt=\"searchgpt from openai\" width=\"1068\" height=\"693\" srcset=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-25.jpg 1068w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-25-300x195.jpg 300w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-25-1024x664.jpg 1024w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-25-768x498.jpg 768w\" sizes=\"(max-width: 1068px) 100vw, 1068px\" \/><\/p>\n<h3>Informational search<\/h3>\n<p>Informational search queries \u2014 where users seek general information on non-branded terms \u2014 are particularly ripe for AI search results, and we can directly compare SearchGPT to its Google counterpart AI Overviews (fka <a href=\"https:\/\/www.insightpartners.com\/ideas\/generative-ai-seo-zero-click-searches\/\">Search Generative Experience<\/a>).<\/p>\n<p>Googling \u201cconversion rate for free trials\u201d prompts an AI Overview result summarizing what a free trial conversion rate is, how to calculate it, and provides a set of benchmarks. Google assumed the user is looking for benchmarks.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-21108 size-full\" src=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-23.jpg\" alt=\"google ai overview\" width=\"1068\" height=\"1393\" srcset=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-23.jpg 1068w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-23-230x300.jpg 230w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-23-785x1024.jpg 785w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-23-768x1002.jpg 768w\" sizes=\"(max-width: 1068px) 100vw, 1068px\" \/><\/p>\n<p>The SearchGPT result better addresses the broadness of informational queries, offering a wider range of information.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-21107 size-full\" src=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-22.jpg\" alt=\"searchgpt\" width=\"1068\" height=\"917\" srcset=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-22.jpg 1068w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-22-300x258.jpg 300w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-22-1024x879.jpg 1024w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-22-768x659.jpg 768w\" sizes=\"(max-width: 1068px) 100vw, 1068px\" \/><\/p>\n<h3>Commercial search<\/h3>\n<p>Google is a research tool and at its core, a marketplace. It <em>wants <\/em>you to click (and gets paid for it). A search for \u201c<a href=\"https:\/\/www.google.com\/search?q=CRM+Platform+Pricing\">CRM platform pricing<\/a>\u201d returns a crowded playing field; various CRM platform ads, third-party lists and comparisons, the \u201cPeople Also Ask\u201d module, and organic brand listings. Without clicking on at least one link, and likely several, the Google results page hasn\u2019t actually provided any information on \u201cCRM platform pricing.\u201d It\u2019s merely a knowledge broker, directing traffic to what it deems credible and relevant sources.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-21119 size-full\" src=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-serp.png\" alt=\"google serp\" width=\"1054\" height=\"456\" \/><\/p>\n<p>SearchGPT, on the other hand, is an answers tool that will do the research for you. It does its best to infer what you\u2019re looking for and tries to provide the most relevant and complete answer without you needing to do more research. SearchGPT cares less that you click on a source for further reading, and more that you get the specific answer you\u2019re looking for, right away.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-21121 size-full\" src=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/Frame-26.jpg\" alt=\"searchgpt from openai\" width=\"1068\" height=\"774\" srcset=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/Frame-26.jpg 1068w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/Frame-26-300x217.jpg 300w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/Frame-26-1024x742.jpg 1024w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/Frame-26-768x557.jpg 768w\" sizes=\"(max-width: 1068px) 100vw, 1068px\" \/><\/p>\n<p>When asked a specific question (or a follow-up to a search result), SearchGPT is able to answer directly in a way Google is just not built to do. For example, it will compute software costs for a given business scenario based on pricing information it can find on the web.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-21102 size-full\" src=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-17.jpg\" alt=\"google versus searchgpt\" width=\"1068\" height=\"917\" srcset=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-17.jpg 1068w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-17-300x258.jpg 300w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-17-1024x879.jpg 1024w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-17-768x659.jpg 768w\" sizes=\"(max-width: 1068px) 100vw, 1068px\" \/><\/p>\n<p>When asked questions, SearchGPT synthesizes reviews to form opinionated content. It doesn\u2019t just provide a list of the top project management software; it also creates a quick description of why people like this product and what it\u2019s considered best at, based on retrieved sources.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-21109 size-full\" src=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-24.jpg\" alt=\"google versus searchgpt\" width=\"1068\" height=\"917\" srcset=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-24.jpg 1068w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-24-300x258.jpg 300w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-24-1024x879.jpg 1024w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2024\/08\/google-searchgpt-24-768x659.jpg 768w\" sizes=\"(max-width: 1068px) 100vw, 1068px\" \/><\/p>\n<p>This, again, is more in line with an answer engine than a traditional search engine which connects you to sources and plays the role of marketplace.<\/p>\n<h2>What does SearchGPT mean for search?<\/h2>\n<p>Google AI Overviews has not been as impactful as we <a href=\"https:\/\/www.insightpartners.com\/ideas\/generative-ai-seo-zero-click-searches\/\">originally predicted<\/a>, mostly because it\u2019s not all that common. When it was still in Labs and called SGE it featured prominently on more than two-thirds of searches. Now, AI Overview only shows up on <a href=\"https:\/\/ziptie.dev\/aio-monitor\/\">11% of searches<\/a> and only on 4% of <a href=\"https:\/\/www.searchenginejournal.com\/googles-ai-overviews-appear-in-3-9-of-trending-news-searches-study-finds\/523496\/\">trending news searches.<\/a><\/p>\n<h3>Consumer search habits may change<\/h3>\n<p>SearchGPT is an opportunity for generative search to move into the forefront of the consumer mindset by offering more relevant and complete answers directly within the search interface. Given some of the examples above, we think consumers may alter their search habits and use both tools for different search types.<\/p>\n<h3>SearchGPT could drive intense competition in paid and organic search<\/h3>\n<p>The average Insight portfolio company drives 30% to 40% of its pipeline with organic and paid search. If SearchGPT \u2014 in its current ad-free form \u2014 pulls significant market share from Google, SaaS GTM engines could be thrown into flux. The lack of ads in SearchGPT could drive intense competition within the remaining ad inventory on Google. Much of the content that is SEO-optimized for Google would still be valuable and cited by SearchGPT, but would not gather nearly as much traffic (although potentially higher quality traffic).<\/p>\n<h3>Focus on high quality \u2014 but also third-party and holistic approaches<\/h3>\n<p>If SearchGPT gains traction, SEO strategies will shift even further toward emphasizing the creation of high-quality, authoritative content that AI can parse and recombine with other sources. But that alone won\u2019t be enough \u2014 organic strategies will also become more holistic and focus on seeding content into third-party sources. Brands and marketing teams will need to recognize that content strategy could be as much about influencing the search results page as it is about driving traffic to your site.<\/p>\n<p>As SearchGPT evolves, we believe it will shake up user expectations and promote a more dynamic and competitive search space. SaaS companies and their marketing teams need to be ready to react and rethink their current strategy. <a href=\"https:\/\/www.insightpartners.com\/onsite\/\">Insight Onsite<\/a> \u2014 our dedicated in-house growth engine of over 140 professionals \u2014 will be here to keep our portfolio companies adaptable as the old playbooks get thrown out and new ones get drafted.<\/p>\n<h3>Read more from Onsite&#8217;s marketing experts<\/h3>\n<p><a href=\"https:\/\/www.insightpartners.com\/ideas\/cut-through-the-generative-ai-noise-with-modern-word-of-mouth\/#:~:text=How%20Insight%20Partners%20defines%20mWOM,to%20and%20analyze%20stakeholder%20conversations.\">Cut through the generative AI noise with Modern Word of Mouth\u2122<\/a><\/p>\n<p><a href=\"https:\/\/www.insightpartners.com\/ideas\/generative-ai-seo-zero-click-searches\/\">Generative AI, SEO, and what leaders should know: Google search in the future<\/a><\/p>\n<p><a href=\"https:\/\/www.insightpartners.com\/ideas\/founder-101-how-to-build-your-brand-at-every-stage-of-growth\/\">Founder 101: How to build your brand at every stage of growth<\/a><\/p>\n<hr \/>\n<p><em>Note: Insight Partners has invested in Wiz, The Farmer&#8217;s Dog, and Armis.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>On July 25th OpenAI announced SearchGPT, their long-rumored prototype of generative AI-powered search. While there are already quite a few write-ups on SearchGPT, most have focused on the impact to Google&#8217;s search dominance. Few have focused on the potential impact on the marketing engine of the SaaS industry, where SEO and content are often critical [&hellip;]<\/p>\n","protected":false},"author":18,"featured_media":21111,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[18,22,24],"tags":[],"class_list":["post-21088","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insight-onsite","category-thought-leadership","category-marketing","topic-growth-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.1 (Yoast SEO v23.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>We put SearchGPT to the test. Here&#039;s what it means for SaaS marketing | Insight Partners<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.insightpartners.com\/ideas\/searchgpt-what-it-means-saas-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"We put SearchGPT to the test. Here&#039;s what it means for SaaS marketing\" \/>\n<meta property=\"og:description\" content=\"On July 25th OpenAI announced SearchGPT, their long-rumored prototype of generative AI-powered search. While there are already quite a few write-ups on SearchGPT, most have focused on the impact to Google&#8217;s search dominance. 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