What Hotels Can Expect from SearchGPT?

Written By Amanda Lemos

OpenAI has launched SearchGPT, a tool that aims to transform how users access information online. This innovative technology presents new opportunities for brand visibility and can help drive organic traffic to your hotel website—though in a different way than traditional search engines like Google.

If you manage a hotel website and are wondering how to optimize for SearchGPT, this guide will cover everything we know so far. While it will take time to fully understand the ranking factors, there are several strategies you can implement now to get ahead of the curve.

 

SearchGPT vs. Google

The primary difference between SearchGPT and Google lies in how search results are delivered. Google typically directs users to websites, requiring them to browse multiple pages to find the information they need. In contrast, SearchGPT provides instant, conversational, intent-driven answers. It offers real-time, up-to-date responses, complete with sources and citations, allowing users to get answers directly without clicking through multiple links.

At this stage, SearchGPT is only available to OpenAI’s paid users, making it a more exclusive tool. However, its growing influence means hotels must start considering it as part of their digital strategy.

 

Brand Visibility with SearchGPT

While SearchGPT may not generate the same direct traffic as Google due to its conversational format, it plays a crucial role in boosting brand visibility. By featuring your hotel’s website in its responses, SearchGPT increases awareness and keeps your brand top-of-mind for users seeking relevant information. This can be especially beneficial for enhancing your hotel's reputation and recognition in search results.

 

Optimising for SearchGPT

  • Content Freshness

SearchGPT prioritizes up-to-date, accurate information. Keep your hotel website content fresh and relevant by regularly updating it. Make sure to focus on real-time queries and provide clear, concise answers to user questions, ensuring your site stays relevant and visible in SearchGPT's results.

  • Schema Markup

Incorporating schema markup is essential for helping SearchGPT understand your content better. By adding structured data to key pages on your site (like the homepage, rooms page, restaurant page, spa page), you help SearchGPT process your information more effectively and present it in response to specific queries.

  • Clear Content Structure

Structuring your content to answer user questions clearly is also crucial. Break down information using headings, bullet points, and FAQ sections. Not only does this improve user experience, but it also increases your chances of being featured in relevant SearchGPT responses. Clear content structure makes it easier for SearchGPT to identify and highlight your hotel’s key offerings.

  • Technical SEO

Ensure your site’s Technical SEO is fully optimized. This includes having a clean, organized HTML structure, fast page loading speeds, and a mobile-friendly design. A well-optimized technical foundation will help improve your website’s performance and visibility in SearchGPT.

 

Incorporating Bing into Your SEO Strategy

Since SearchGPT’s web index is likely sourced from Bing, it's essential to include Bing as part of your SEO strategy. Ensuring your website is indexed by Bing can significantly improve your chances of appearing in SearchGPT's results, helping to enhance your brand’s visibility.

 

Focus on Earned Media

SearchGPT tends to highlight content from trusted directories and blogs rather than directly from hotel websites. Recent tests show that when users search for hotels in specific locations, SearchGPT often pulls information from blog listings and directory pages, rather than the hotel’s own website.

This reinforces the importance of earned media—getting featured on reputable blogs, directories, and review sites. Prioritize securing quality backlinks through strong PR efforts to build authority and increase the chances of your hotel being mentioned in SearchGPT responses.

By focusing on earned media, you can enhance your website’s authority, improve visibility in SearchGPT, and drive greater brand awareness.

Although it may take time to fully understand SearchGPT’s ranking factors, taking proactive steps now will give you a competitive edge as SearchGPT continues to shape the future of search. By optimizing your hotel website for this new platform, you'll position your brand for greater visibility and success.

Amanda Lemos