SEO is an ever-evolving landscape, and today I stumbled upon an interesting discovery that highlights the differences between traditional search engines like Google and AI-driven search assistants like ChatGPT. When looking for the best service providers in a niche, both platforms deliver similar-sounding answers, but the sources they rely on and the citations they provide are vastly different.
AI vs. Google: The Different Approaches to Rankings
If I use ChatGPT to find the best SEO agency in the UK, I get a list of recommendations, and surprisingly, my own website appears at the top of the citation list. However, when performing the same search on Google, the results are filled with directories of SEO companies such as Clutch, DesignRush, and The Manifest.
This suggests that while Google relies heavily on established directories and ranking algorithms, ChatGPT’s responses are influenced by existing online content that presents itself as an authority. This means that AI search results, while appearing neutral, may be skewed by whoever has managed to position their content as authoritative in the AI model’s training data.
The Role of Citations in Search Results
One of the biggest differences I noticed was the way citations were handled. ChatGPT tends to reference sources that rank themselves highly in their respective niches. In my case, my own website appeared at the top because it had been cited as a strong resource in AI-accessible content. Google, on the other hand, prefers third-party validation through authoritative directories that it deems reliable.
This discrepancy presents both an opportunity and a challenge for businesses. For AI-generated results, an effective content strategy that positions your brand as an authority is crucial. Meanwhile, for Google, inclusion in well-known directories with strong backlinks and reviews is necessary to gain visibility.
How Easily Can These Results Be Manipulated?
What this experiment really highlights is how both AI-driven search and traditional search engines can be influenced by strategic SEO tactics. If I wanted to ensure my business ranks highly on AI-generated search results, I could create content positioning my company as the best in my field. Many SEO agencies already employ this tactic, creating top 10 lists where their own company conveniently appears at the top. This is a well-known content marketing strategy that, while effective, does not necessarily provide the most unbiased or best results for users.
On the Google side, the key takeaway is that if you want to rank well for competitive keywords like “best SEO agency,” being listed in high-authority directories is crucial. Google values third-party credibility over self-promotion, making directories like Clutch a primary reference point.
What This Means for SEO and AI Search Optimization
This discovery underscores the importance of adapting to multiple search ecosystems. As AI search assistants become more widely adopted, businesses will need to rethink their approach to ranking – not just in traditional search engines but also in AI-driven platforms.
- For Google: Prioritise backlinks, directory listings, and authoritative third-party endorsements.
- For AI-driven search: Focus on creating authoritative content that is referenced in articles, reports, and other accessible online materials.
- For both: Ensure transparency in your ranking strategies to build genuine credibility and trust with your audience.
The Bottom Line
Whether using Google or AI-powered search, neither method guarantees the best answers – only the best-optimised ones. As search technology continues to evolve, businesses must keep adapting to ensure they remain visible across different platforms.
At the end of the day, SEO is still about strategic positioning. But as my own experiment shows, there’s more than one way to appear at the top – and it’s not always based on merit.
