• July 11, 2025

The impact of ChatGPT on Google search results and website rankings

Digitalization is changing rapidly, and so is the search behavior on the internet. Especially ChatGPT and other AI chatbots are gaining increasing importance. These technologies not only influence the information search of users but also the development of Google search results and website rankings.

In this article, we explain how ChatGPT is changing the search landscape, what consequences this has for companies, and how to successfully adapt your online strategy.

The rapid growth of ChatGPT compared to traditional search engines

ChatGPT has shown impressive user growth since its launch at the end of 2022. Within just five days, the service reached one million users, a pace that even Instagram and YouTube only achieved after months or years. By 2025, ChatGPT is expected to have around 800 million monthly active users.

The access numbers speak for themselves: Between 2023 and 2025, visits to ChatGPT rose from 30.5 to 55.2 billion, an increase of almost 81 percent. In the same period, traditional search engines like Google experienced a slight decline in visitor numbers. Traffic decreased from 1,872 to 1,863 billion visits, nearly half a percent less.

Despite this strong growth, the market share of ChatGPT compared to Google is still around 0.25 percent. Google remains the undisputed number one among search engines with 93.57 percent. Google processes about 14 billion search queries daily, while ChatGPT handles only about 37.5 million. These numbers show that ChatGPT plays a significant role, but Google remains the dominant search platform.

How does ChatGPT change the search behavior of users?

From keywords to natural language

Traditional search queries usually consist of short keywords. With ChatGPT, search behavior is changing significantly: users now phrase their questions in natural language. Instead of “best cheap restaurants Berlin,” people now ask, “What are some good and affordable restaurants in Berlin?” Younger users in particular prefer this conversational style because it feels more intuitive.

Longer usage time and more intensive interactionFrom keywords to natural language

While a Google search often takes only a few seconds, users spend an average of over 15 minutes per session with ChatGPT. This longer dwell time indicates that users engage more deeply with the content and perceive ChatGPT as an interactive conversation partner.

Postponement of certain search queries

Especially for informational queries at the beginning of the customer journey, such as blog articles or explanations, many users now use ChatGPT instead of traditional search engines. As a result, traffic for some content is shifting from Google to ChatGPT.

Increase in zero-click searches

More and more Google searches end without a click on a website because the answer appears directly in the search results—often through AI-generated snippets. Studies show that about 58 percent of searches now happen this way.

What consequences does this have for website rankings and SEO?

Is there a correlation between Google rankings and ChatGPT mentions?

A recent study shows that websites on the first Google results page are often also mentioned in ChatGPT answers. The correlation is about 0.65. This means that a good Google ranking is also important for visibility with AI chatbots.

Do backlinks still have an influence?

Interestingly, backlinks play hardly any role in ChatGPT mentions. This suggests that traditional SEO factors are losing importance. Instead, content quality and brand awareness are becoming increasingly important.

New traffic sources through ChatGPT

For some websites, ChatGPT has already become a more important traffic source than Google. Educational platforms, news sites, and online services in particular benefit from the visitor flow via AI chatbots. This shows that new access paths to users are emerging.

How are content requirements changing?

The content creation must adapt. Important today are:

  • High-quality, in-depth and well-researched content
  • Focusing on user questions and intent instead of pure keyword optimization
  • Simple, natural language that provides direct answers
  • Positive user experience, as AI analyzes user behavior

What should SEO strategies look like in the age of AI?

Consistently fulfill user intentions

The focus should be on the actual needs of the target audience. Questions and problems must be clearly answered. This requires a detailed target group analysis and the creation of relevant content.

Quality before quantity

Search engines and AI models prefer detailed, well-structured, and professionally sound content. Websites should therefore provide real added value and not just be filler text.

Technical SEO remains important

Structured data (Schema Markup) helps make content more understandable for search engines and AI systems. Additionally, fast loading times and mobile optimization remain crucial for rankings.

Expanding brand strength

Since ChatGPT prefers to mention well-known brands, the building of a strong brand identity gains importance. PR, partnerships, and thoughtful on-page optimization strengthen authority and trust.

Conclusion: The search of the future is hybrid

ChatGPT is fundamentally changing how people search online and consume content. Google remains the leading search engine, but AI chatbots are steadily gaining importance. For website operators, this means the content strategy must deliver high-quality, user-oriented content. Additionally, it must be optimized both for traditional search engines and for AI platforms.

Only those who consider both worlds remain visible and competitive in the long term. The future of search combines traditional search engines with AI-driven dialogue. Those who recognize this early and adapt their online presence accordingly secure sustainable success.

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