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While SEOs obsess over AI Overviews, disappearing clicks, SOT (Slop on Top) and SGE’s erratic hallucinations, something bigger is brewing: ChatGPT is eating Google’s lunch in AI search adoption almost everywhere – except in one place.
According to a recent StatCounter release, ChatGPT is surging ahead as the go-to AI search tool in regions like the U.S., Europe, India, Brazil, and beyond. With integrations like SearchGPT, plugin-based results, and voice+image support, it’s starting to act more like a real search engine.
But China is immune. Not because Google dominates there (it doesn’t – remember when they bailed out of China in 2010?). It’s because ChatGPT is blocked outright. The Chinese AI search scene is entirely domestic – with players like Baidu’s ERNIE Bot and Alibaba’s Qwen taking the lead.
So what’s the takeaway for SEOs?
1. ChatGPT Is Global… Just Not in China. For all your international campaigns, you need to start paying attention to what users are typing (or speaking) into ChatGPT. Its market share as a “search assistant” is growing. If you’re only optimizing for Google, you’re missing emerging intent signals.
2. No One Has Cracked China Yet. If your business targets the Chinese market, you’re not dealing with OpenAI or Google. You’re dealing with Baidu, Alibaba, or Tencent-backed models – and you need local SEO knowledge and domestic partnerships to compete.
3. AI-First Search Experiences Are Becoming the Default. Whether it’s Gemini, Perplexity, or ChatGPT, AI-based search is no longer a side-show. More users are treating these tools like search engines. If you’re not structuring your content to perform in these interfaces, your relevance is at risk.
Bottom Line for SEOs: We’re not just dealing with “10 blue links” anymore – or even SOT (Slop On Top) summaries. We’re entering a fractured, AI-driven search era where market dominance can shift based on political policy (see: China) or UX preference (see: everyone else fleeing Google’s SOT annoying clutter).
The question is no longer “Will ChatGPT matter for SEO?”
It’s: “Why are you still pretending it doesn’t?“
As the CEO and founder of Pubcon Inc., Brett Tabke has been instrumental in shaping the landscape of online marketing and search engine optimization. His journey in the computer industry has spanned over three decades and has made him a pioneering force behind digital evolution. Full Bio
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