Study shows Google firmly dominant over ChatGPT in search

Luke Meredith

In the ever-evolving world of search, a new report reminds SEO (search engine optimisation) professionals that Google is still the undisputed king.

While AI (artificial intelligence) tools like ChatGPT are gaining traction, they’re nowhere near replacing traditional search engines – at least, not yet.

According to CEO of SparkToro, Rand Fishkin, ChatGPT now handles around 66 million search-like prompts every day. That might sound impressive, but it’s just a drop in the ocean compared to Google’s staggering 14 billion daily searches. This means Google is still about 210 times bigger than ChatGPT when it comes to search volume.

Even DuckDuckGo, a much smaller search engine, reportedly sends more referral traffic than ChatGPT. While OpenAI’s CEO Sam Altman noted that ChatGPT processed 2.5 billion prompts per day by July 2025, only about 21% of those prompts are considered “search-like” based on a study by Harvard and OpenAI.

For SEO professionals, this is a reality check. Despite the hype around AI, traditional search engines still dominate how people discover content online. BrightEdge data shows that AI-driven search accounts for less than 1% of referral traffic. Interestingly, SparkToro and Datos found that when people start using AI tools, their Google searches actually increase.

So, while AI search is growing fast, it’s certainly not time to abandon your SEO strategy. Google remains the primary gateway to the web, and optimising for it is still the most effective way to reach your audience. ChatGPT may be influential in niche areas, but it’s not yet the biggest player in the broader search landscape – not by a long shot.

Ready to improve your brand’s visibility on Google? At Engage Web, we’ve got you covered. Speak to our team today about SEO and GEO (generative engine optimisation) for your business.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.