ChatGPT Searches in Nearly a Third of All Prompts
▼ Summary
– ChatGPT performs searches in 31% of prompts and averages 2.17 searches per query, with queries being about 5.5 words long.
– The model uses longer, more specific commercial-style queries than typical Google searches, behaving like a power user.
– ChatGPT relies most heavily on external searches for local intent (59%) and least for credit cards (18%) and fashion (19%).
– The AI favors review-based, fresh, and comparative content, with “reviews” being the most common search term.
– SEOs can have significant influence over ChatGPT’s answers by understanding its search patterns, as the model acts as a wrapper for search engines.
A recent analysis reveals that ChatGPT initiates a search for nearly one-third of all user prompts, conducting an average of more than two searches for each query. These searches tend to be significantly longer than typical Google searches, averaging around 5.5 words in length. This behavior indicates that the AI model often functions like an advanced search user, crafting more detailed and commercially oriented queries to gather external information.
The significance lies in how ChatGPT operates. It doesn’t simply generate answers from its training data; it actively retrieves fresh, specific information from the web. This reliance on external searches means that search engine optimization strategies can directly influence the answers provided by ChatGPT, particularly for searches with strong commercial or local intent where the model depends heavily on up-to-date online data.
Key statistics from the research highlight this search behavior. Approximately 31% of all prompts caused the model to perform at least one search. On average, each prompt led to 2.17 separate searches, with some queries generating as many as four distinct searches. The search terms themselves averaged 5.48 words, with 77% of all queries containing five words or more, demonstrating a preference for detailed, specific phrasing.
Different industries saw varying levels of search activity. Local intent searches prompted the most frequent lookups at 59%, while categories like credit cards and fashion saw significantly lower search rates at 18% and 19% respectively. The analysis identified clear patterns in the types of content ChatGPT seeks through these searches.
The model showed strong preference for review-based content, current information, and comparative analysis. Among the most frequently searched terms were reviews, features, comparisons, and year-specific queries like “2025.” These patterns suggest the AI prioritizes content that helps users make informed decisions, particularly for purchases and local services.
Industry experts note the implications for digital marketing professionals. As one analyst explained, understanding when and what ChatGPT searches for gives SEO specialists greater ability to influence the information the model presents to users. Since the AI essentially functions as an interface for search engines, optimizing content for these specific search patterns could significantly impact how ChatGPT responds to user inquiries.
The research methodology involved examining over 8,500 ChatGPT prompts across nine different industry categories. Using specialized tracking technology, researchers identified when the model performed external searches and then analyzed the resulting 2,600 search queries to identify patterns in frequency, length, and search intent across various business sectors.
(Source: Search Engine Land)
