Recent data from Nectiv suggests that ChatGPT triggers external searches in roughly 31% of user prompts, often running multiple searches for a single query. On average, these searches contain just over five words and are typically used to retrieve supporting information from external sources.
The data also shows that searches are far more likely when a prompt contains local or highly specific intent—in those cases, nearly 59% of prompts result in a search being triggered. This behavior highlights how large language models still rely heavily on external data when a question requires fresh, location-based, or highly detailed information.
What This Means for SEO
For marketers and content teams, this reinforces something important: traditional SEO practices are still highly relevant—even in the AI era.
Because AI assistants frequently perform searches for longer and more specific queries, businesses that publish detailed, question-focused content are more likely to appear in the sources these systems reference. Creating pages that answer niche questions, explain comparisons, or break down complex topics increases the chances that your content will be surfaced when AI tools retrieve supporting information.
It’s also worth noting that search systems increasingly prioritize experience-based and regularly updated content, something Google has emphasized through its E-E-A-T guidelines (Experience, Expertise, Authoritativeness, and Trustworthiness). Content that includes comparisons, reviews, and current insights tends to perform better both in traditional search results and in AI-assisted answers.
AI Search vs. Traditional Search
While AI tools like ChatGPT are quickly becoming part of how people discover information, Google Search still dominates the search ecosystem.
Estimates referenced in industry analysis show that Google processes hundreds of billions of searches every month, while AI tools handle only a fraction of that volume. In fact, comparisons suggest that Google receives roughly 373 times more searches than ChatGPT, reinforcing that traditional search engines remain the primary gateway for online discovery.
Data from Statista also shows that Google continues to hold the vast majority of the global search market, further emphasizing the importance of maintaining strong SEO fundamentals.
How Presence Consultancy Approaches This Shift
At Presence Consultancy, we look at search through both lenses: traditional search engines and emerging AI-driven discovery.
Our strategy focuses on building content that performs well across both environments—combining strong SEO fundamentals, structured content, and clear expertise signals while also addressing the types of questions AI systems are increasingly used to answer.
That means prioritizing high-quality informational content, regularly updating key pages, and structuring information so it can be easily understood by both users and search systems.
Final Thoughts
AI tools like ChatGPT are adding a new layer to how people access information online, but they’re not replacing traditional search engines—at least not anytime soon.
Instead, the landscape is becoming more interconnected. AI systems still rely heavily on external sources, which means well-optimized, authoritative content remains the foundation of visibility online.
Businesses that understand this shift—and adapt their SEO strategies accordingly—will be better positioned to stay visible as search continues to evolve.
