Hundreds of thousands of users search for the “best” product every day. For example, the SEO tool Sistrix displays over 500,000 keywords for this, including terms like best credit card, best air fryer, best electric toothbrush.
These search queries are extremely valuable for companies. Those who appear here generate direct revenue.
We take this opportunity to analyze the search results: Which websites rank high in the results and receive SEO traffic? How are users helped here?
We compare the results with ChatGPT Search. The AI search engine now has over 40 million active users in Europe (Source, last paragraph). There is now a ChatGPT Shopping Update.
Meanwhile, Google itself states that ChatGPT is only used for homework (Report).
Who offers the best help with such searches: Google or ChatGPT?
“Best” Keywords: an Example
“Best” keywords are very close to the purchase in the search journey. Users want an overview of the product category – and at the same time a clear evaluation. It is a shortcut in their product search, allowing for a quick purchase. Similar keywords include “test” or “comparison” in conjunction with product categories.
These keywords are accordingly highly competitive in the SEO world. A clear structure is evident in the search results across all product categories. As an example, we want to demonstrate this here with the keyword set “Best Credit Card”. Overall, for this two-word search query alone, there are over 600 variants displayed in the SEO tool.
In the top 10 are 6 publishers (Finanzfluss, Handelsblatt, Focus, Bild, Reisetopia, Finanztip), two comparison sites (Check24, Verivox). Additionally, there are two Google integrations, “Related Questions” and the YouTube carousel with further publishers. Only a single provider made it into the top 10 (American Express). AI Overviews are rarely displayed by Google here, as this is a transactional area.
Among publishers, media houses, financial blogs, and travel portals dominate, bringing a generally high authority or thematic authority. All rely on very detailed articles and link to relevant providers via affiliate links. Money is clearly made here. Affiliate commissions range from 60 to 200 Euros per conversion. The same applies to comparison sites, which often present as many providers as possible in their comparisons.
We cannot assess whether and to what extent objective advice is truly provided here. We represent the position of the “informed customer” who knows that commercial interests are at play here and therefore has limited trust.
In other product categories, topic-specific publishers are also dominant, plus well-known comparison sites like Idealo and large shops like Amazon.
The providers themselves almost never make it into the top 10 for “Best” keywords. Instead, intermediaries dominate. They receive almost complete SEO visibility.
For many manufacturers or providers, this is a completely normal situation. Manufacturers have always worked with retailers. Affiliate models have also existed since the beginning of the internet. Many manufacturers or product providers accept this and usually rely on Google Ads instead. They therefore buy visibility – often at very high costs. This is expensive, but stable. Only a few focus on building their own SEO visibility.
Comparison: the Search Result in ChatGPT
A completely different result emerges from the same query in ChatGPT:
- Specific products are named directly. Specifically, almost exclusively four to five products are presented. This is the exact opposite of the numerous reports from media houses and blogs, which often work with a large number of product presentations.
- The products are presented in a few relevant keywords. This, too, is a complete contrast to the very detailed articles found on Google.
- A sorting/evaluation based on purchase motives takes place. For example, a product for frequent travelers, best sustainable choice, best technology. These are typical decision criteria that dominate a purchase.
- Many different sources are used. These sources are often also found in Google’s top 10.
- It actively asks if you would like a “purchase link”. Providers are also directly linked here. According to rumors, OpenAI is also working on a Shopify integration.
The entire presentation – purely from a user perspective – is significantly more informative and understandable than the Google results. Users also access their information much more efficiently. And that, already in the first result (!). The AI also actively inquires about purchase motives and usage scenarios and further refines its selection based on this.
Presentation: “the Visibility Shift”
The key insight for everyone dealing with AI visibility.
- Prompt Research
- AI Monitoring
- Strategies for More Visibility in AI Systems
What are the AI Opportunities for Companies?
We Advise Marketing Managers on SEO and AI
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