As GPT-powered search tools like OpenAI’s SearchGPT transform the digital landscape, the way South African businesses approach search engine optimisation (SEO) is rapidly evolving. This technology, designed to answer user queries directly and in real-time, bypasses traditional web navigation, influencing how consumers find information and interact with brands. For marketing leaders, this shift presents a vital opportunity to adapt strategies to ensure visibility in AI-driven search environments.
In this article, we explore how GPT search impacts SEO, what practical steps South African brands can take to stay ahead, and why the focus must move beyond optimising for rankings to creating a “referencing” presence across the funnel. As this shift gains traction, South African marketers need to ensure their teams are prepared to adapt.
What Makes SearchGPT the “Final” Search Engine?
SearchGPT, and other large language models (LLMs), represent a paradigm shift. The way users interact with search is moving from traditional lists of search results to AI-driven, conversational responses that aim to keep users within the ecosystem. SearchGPT’s conversational model curates information from top sources on the web and delivers it directly to users, reducing the need for them to leave the platform to access websites.
This shift towards a contained, ecosystem-driven experience signals a future where multi-modal search, like TikTok’s, shapes consumer behaviour. Algorithm’s Market Share Analysis—a data-driven assessment tailored for each client—offers insights into how consumers search and interact within these new ecosystems. This allows Algorithm to identify where brands can gain visibility beyond traditional search results. As SEO professionals, Algorithm suggests moving beyond a focus on “ranking” and instead considering how brands can be “referenced” within this new format, especially in upper-funnel interactions.
The New SEO: Shifting from Ranking to Referencing
To thrive in a SearchGPT world, SEO teams need to realign their strategies around two core shifts: focusing on referencing as opposed to ranking, and moving beyond bottom-funnel conversions to include upper-funnel visibility and touchpoints.
Referencing: The New SEO Frontier
Traditional SEO has focused on optimising for visibility and ranking. In a GPT-powered world, it’s no longer just about getting to the top of Google’s results page; it’s about ensuring content is relevant, authoritative, and cited within AI-driven platforms. The concept of “referencing” means adapting content to be sourced in AI-generated summaries. According to Algorithm’s insights from our Market Share Analysis, this approach provides a clear understanding of user intent and search behavior, enabling content to be structured to match AI platforms’ requirements.
Technical SEO remains critical as AI crawlers, like traditional search engine crawlers, rely on well-structured content to gather and synthesise information. Schema markup and structured data now serve not only to improve traditional SEO but also to ensure that content is correctly referenced by AI tools.
Expanding Focus to Upper-Funnel Visibility
Marketing executives should view this as an opportunity to redefine SEO success metrics. Traditionally, SEO’s success has been measured by bottom-funnel conversions, but SearchGPT enables brands to take credit for upper-funnel touchpoints and visibility. Algorithm’s Market Share Analysis has shown that authoritative content at this stage establishes a brand early in a user’s journey, creating top-of-mind awareness that benefits conversions later.
Adapting Your Funnel to Fit New User Entry Points
With changes introduced by GPT-powered search, brands need to rethink the customer journey. When users interact with AI, they may receive answers that satisfy their immediate needs without reaching your website. For South African brands, Algorithm recommends designing an SEO strategy that accounts for users who enter through SearchGPT references rather than Google search results. Creating upper-funnel content, such as educational material, thought leadership pieces, and FAQs, ensures visibility throughout the AI ecosystem.
Key Strategies for Maximising Visibility in a GPT-Driven Search World
- Prioritise Authoritative Content for Referencing, Not Just Ranking
In this evolving model, content that aligns with core SEO principles will still attract references, especially if it’s structured, authoritative, and insightful. Algorithm suggests that South African brands invest in creating comprehensive, high-quality material to position themselves as industry leaders. This approach ensures their content is referenced by AI tools and SearchGPT.
Example: A financial services business can create in-depth guides on wealth management. Such content positions them as a trusted source within the SearchGPT ecosystem, ensuring users encounter their expertise early in the discovery phase. - Implement Technical SEO for AI Optimisation
Structured data and schema markup remain crucial for making content accessible to AI crawlers. These features not only benefit traditional SEO but also ensure your content is positioned to be referenced by AI platforms.
Algorithm Tip: Use structured data for FAQs, how-to guides, and long-form content, making it easier for AI to process and summarise. This increases the likelihood of your content being referenced. - Track and Analyse AI-Driven Traffic for New Insights
With AI tools attempting to keep users within their ecosystems, tracking traffic sources has become increasingly complex. Utilise UTM tags to attribute traffic accurately, giving your team insights into where users are encountering your brand.
Algorithm Insight: Partner with your data analytics team to monitor UTM-tagged traffic, creating reports that highlight SearchGPT-driven user engagement patterns. This data, combined with Algorithm’s Market Share Analysis, offers an in-depth understanding of how audiences are encountering your brand at the top of the funnel. - Diversify Digital Channels to Broaden Upper-Funnel Touchpoints
Expanding your presence across social media, email marketing, and direct campaigns allows you to reach users at various points in the customer journey. This diversity ensures your brand remains top-of-mind, even if users don’t immediately convert.
Example: A retail brand in South Africa can increase its social and email marketing campaigns, sharing exclusive content and building loyalty outside of traditional search interactions. - Align Your Funnel with New Entry Points
Adapting your sales funnel to accommodate users who start their journey within AI platforms is crucial. For instance, creating upper-funnel content that builds awareness and interest early on—like blogs, videos, and thought leadership pieces—ensures engagement with users long before they reach the purchase stage.
Algorithm Insight: This approach is especially vital for B2B companies looking to engage decision-makers who may initially encounter your brand through GPT-powered references.
The Future of SEO in a “Final” Search Engine World
If SearchGPT truly represents the “final” search engine, SEO’s future isn’t about merely optimising for rankings but redefining success around visibility within AI-driven ecosystems. Algorithm’s Market Share Analysis provides data-led insights into user intent and search behavior, offering clients a strategic foundation for adaptive SEO that prioritises upper-funnel engagement and references as much as conversions.
The question isn’t “How do we optimise for SearchGPT?” but rather, “How will our audience interact with our brand within this AI ecosystem?” and “How can we create content that’s referenced by AI models?” By focusing on these principles and expanding the SEO conversation to encompass multi-modal, ecosystem-driven engagement, South African brands can secure their place in the evolving world of search.
Conclusion
As SearchGPT evolves, the trajectory is clear: user interaction with the internet is transforming. Brands that adapt their SEO strategies to prioritise referencing over ranking, upper-funnel visibility, and data-driven insights—guided by Algorithm’s Market Share Analysis—will thrive in this new landscape. South African brands have a unique opportunity to lead by adopting adaptive SEO strategies, ensuring long-term visibility and impact in a world where the “final” search engine may already be here.
Graeme has 15 years experience in Search Marketing across a number of industries. He spent time in the online gaming sector learning the ins and outs of competitive search marketing before moving into the digital agency space. He held the position of Group Head of Organic Search at Quirk (Mirum) for a number of years before starting Algorithm Agency in early 2016.
