ChatGPT is a large language model (LLM) trained to produce content that resembles that of a human being and is based on the GPT (Generative Pre-trained Transformer) architecture. Businesses in various sectors can utilize the model in their search to enhance user experience and increase conversions. ChatGPT is designed to generate responses different than Google search by leveraging natural language processing capabilities to provide a more personalized and conversational search experience based on user intent and preferences.
Since this technology is relatively new, it may not be obvious how to benefit from it. So in this article, we guide businesses on the benefits and use cases of ChatGPT in search and discuss how businesses can use this AI-powered tool to reach their target audience more effectively and achieve their business goals.
Top 3 benefits of ChatGPT for search
ChatGPT analyzes search query text using Natural Language Processing (NLP) techniques to find patterns and trends in user behavior. Users can open a ChatGPT or OpenAI account to gain access for free using a web interface. Here we provide the top 3 benefits of using ChatGPT in search.
1- Enhanced competitive intelligence
ChatGPT can be used in competitor-related search inquiries to determine their advantages and disadvantages. Marketing efforts can be modified using this information, and competitive positioning can be strengthened. By utilizing generative AI in competitor analysis, businesses can gain valuable insights into their competitors’ performance through:
- Social media monitoring
- Website traffic analysis
- Customer feedback analysis
2- Decreased search times
ChatGPT can assist businesses in reducing search times by offering faster response times, efficient query optimization, accurate search results, and automated search processes. This helps businesses to improve their search efficiency and productivity, resulting in increased revenue, by leveraging its NLP capabilities and ML algorithms.
3- More personalized search results
Search engines such as Google don’t usually provide a personalized answer, rather, they list the most related pages. Unlike Google search, generative AI tools such as ChatGPT provide answers that match your question.
Assume a company wants to buy a new project management tool. The user searches for “project management tools” on ChatGPT. ChatGPT can then provide personalized results, such as tools tailored to the user’s industry or company size, based on the user’s search history and preferences.
To further personalize the search results, ChatGPT can consider additional factors such as the user’s budget or required features. ChatGPT can help businesses select the most suitable project management tool by providing personalized search results. This improves overall productivity and performance.
5 use cases of ChatGPT search
In this section, we offer 5 use cases of ChatGPT to help businesses identify which areas can benefit the most from the technology.
1- Keyword research
Marketers can use ChatGPT to find relevant words and phrases that express the particular requirements of a company’s target market. ChatGPT is particularly useful for locating long-tail keywords frequently reflecting customers’ requirements.
Long-tail keywords are more comprehensive and focused than wide, generic search terms. They are specialized, niche search terms. Since they reflect a target audience’s particular needs and interests, they frequently have lower search volumes but better intent and conversion rates. A long-tail keyword would be “In-home physical therapy services for elderly patients with mobility challenges,” as opposed to a broad keyword like “healthcare services.”
2- User search intent
ChatGPT can assist businesses in better understanding the intent behind a user’s search query by analyzing the natural language used in search queries. This can help businesses provide more accurate and relevant results, increasing conversion rates.
Here are some intentions behind a search query:
Users are looking for information or knowledge on a specific topic. For example, a healthcare company might use ChatGPT to identify informational search intent by analyzing queries related to “healthcare industry trends” or “HIPAA compliance regulations.”
Users are looking to navigate to a specific website or web page. For example, a virtual reality (VR) company might use ChatGPT to identify navigational search intent by analyzing queries related to “Oculus homepage” or “virtual reality training login.”
Users are looking to make a purchase or complete a specific action. For example, a software company might use ChatGPT to identify transactional search intent by analyzing queries related to “buy project management software” or “subscribe to email marketing services.”
Users are looking to compare or evaluate products or services. For example, an e-commerce company might use ChatGPT prompts to identify commercial investigation search intent by analyzing queries related to “best online shopping platforms” or “compare shipping rates.”
Figure 2. Example of analysis on user intent by ChatGPT
3- Location-based search
ChatGPT helps businesses to analyze location-based queries on search engines and provide relevant information based on the user’s location. Thus, companies can attract more qualified leads to their target market and increase conversions.
For instance, a company that provides IT services in a specific city/country can use ChatGPT to identify location-based search intent and provide information on IT service providers in that area, improving local search visibility and attracting more qualified leads.
4- Company/product information search
Users of ChatGPT can use it to find details about a particular business, such as its history, overall strategy, and list of available goods and services. ChatGPT can provide useful information about the business and point users to its website or social media channels by examining the natural language used in the user’s search query.
For instance, a user is curious about Apple Inc. and types in the query, “Can you tell me about Apple Inc.?” ChatGPT analyzes the query’s natural language and determines that the user is looking for information about Apple Inc. ChatGPT provides pertinent information about the company, such as its history, products, and contact details.
The user then focuses their search and queries for more precise data, such as Apple’s product pricing. ChatGPT examines a more specific search term and gives the user further thorough details regarding Apple’s pricing model.
5- Conversational search
Based on the user’s unique needs, financial constraints, and limited time, the conversational search experience offers tailored and relevant responses that resemble a human conversation. Companies may provide a more organic and intuitive search experience by using generative AI like ChatGPT.
Here is an example of a conversational search on ChatGPT:
Figure 3. ChatGPT answering questions in a conversational manner
To learn more about conversational AI, check out our article.
If you have further questions on ChatGPT, don’t hesitate to contact us:
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