How ChatGPT's New Search Format Changes SEO

Search Engine Journal reported that ChatGPT rebuilt its search tool, swapping its old JSON-based system for a compact query language. The change happened quietly, but it reveals how OpenAI thinks about search. The new format uses simple lines that tell ChatGPT what to search, how recent the results should be, and which websites to visit.

This matters because AI search is no longer just a free-text box. It now separates web searches, product lookups, and local business lookups into different categories. For businesses trying to rank on Google, this means AI tools are building their own rules for what makes a result useful.

Why This Matters for Search Rankings

The report shows that ChatGPT applies a recency limit to many searches. For commercial questions, that limit appears to be around 30 days. If your pricing or product pages haven't changed in a month, an AI tool may decide they are too old to show.

The new format also lets ChatGPT target specific websites it already trusts. That means being a recognised name in your industry matters more than having the most backlinks. Traditional SEO tactics like writing generic blog posts won't work the same way when AI search can skip straight to known brands.

What This Means for Australian SMBs

Australian small and mid-sized businesses often depend on local search to bring in customers. AI search changes that picture. ChatGPT's new local business lookup means your business needs to appear in structured place data, not just on a website. If your address and contact details are inconsistent across directories, an AI tool may not find you.

For businesses that sell physical products, ChatGPT may pull from a product catalogue rather than your website. That is a separate game from normal SEO. You need to make sure your products are listed in the places ChatGPT draws from, such as Google Shopping or other structured feeds.

What You Can Do Now

  • Ask ChatGPT questions about your industry and note which brands and websites it mentions. Compare that list to your own business to see where you stand.
  • Update your pricing, product, and service pages at least once a month. Add visible dates so AI tools know the information is current.
  • Keep your business name, address, and phone number identical across your website, Google Business Profile, and local directories.
  • Write short, direct answers to common buyer questions near the top of your pages so AI search tools can pull a clear excerpt.
  • If you sell physical products, check whether ChatGPT shows product cards or merchant offers for your items. If not, look into structured product feeds.

Keeping up with AI search changes takes time, especially when tools update without notice. MS&VG's AI-powered SEO service helps Australian businesses stay visible in both Google and emerging AI search tools, so you can focus on running your business while we handle the technical side.