One word to describe the competition between Google and OpenAI

Summary

Voices of Search Podcast Episode Summary

Episode Title: One Word to Describe the Competition Between Google and OpenAI
Release Date: June 27, 2025
Host: Tyson Stockton
Guest: Tyler Einberger

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Introduction

In this insightful episode of the Voices of Search podcast, host Tyson Stockton engages in a compelling discussion with guest Tyler Einberger about the evolving competition between two tech giants: Google and OpenAI. The conversation delves deep into the dynamics of their rivalry, the implications for the SEO and content marketing landscape, and the broader impact on digital ecosystems.

One Word to Describe the Competition

Tyler Einberger initiates the discussion by posing a thought-provoking question:

Tyler (00:43): "What's the word you would use to describe the competition between Google and OpenAI?"

The guest succinctly captures the essence of this rivalry:

Guest (00:59): "Misleading from multiple perspectives."

This characterization sets the stage for a nuanced exploration of the competition, highlighting the complexities and multifaceted nature of the relationship between Google and OpenAI.

Google's AI Integration and Future Outlook

The guest elaborates on Google's strategic moves in integrating AI into its search ecosystem:

Guest (01:10): "Google has the audience distribution. They're pushing AI mode. I feel really good about this one. I think that AI mode being default in Google search is closer than we think, or some version of it."

He predicts imminent changes in the industry:

Guest (01:30): "We have as an industry or solo practitioners or agencies probably about a year before things really get shaken up. So that's coming fast."

This suggests that Google is poised to leverage its vast user base by embedding AI more deeply into its search functionalities, potentially redefining user interactions and expectations.

OpenAI's Strategy and Enterprise Focus

Contrasting Google's approach, the guest discusses OpenAI's positioning:

Guest (01:45): "ChatGPT isn't a search product like it has search features. I would expect, just from a business perspective, OpenAI to really lean in and try to capture enterprise."

He anticipates OpenAI's focus on enterprise solutions, similar to strategies employed by competitors like Claude and Anthropic:

Guest (02:10): "OpenAI to focus enterprise. But I think OpenAI saw where an LLM can provide a good search experience and release that product."

This indicates that OpenAI may prioritize business-oriented applications of its language models, targeting enterprise clients to solidify its market presence.

Agentic Experiences and Industry Partnerships

The conversation shifts to the concept of "agentic experiences," referring to AI-driven, autonomous user interactions:

Guest (02:30): "Google still owns consumer AI and search entirely or mostly. Just look at e-commerce and what's happening there. Visa partnering with OpenAI on Agentic shopping. Google also announcing at IO agentic shopping features like there's a race to the bottom here in optimizing or automating user experience and decision making."

The guest highlights significant partnerships, such as Visa's collaboration with OpenAI and Google's own advancements in agentic shopping. This illustrates a competitive race to enhance and automate user experiences through AI, potentially reshaping e-commerce and digital marketing landscapes.

ChatGPT's Use of Google Data

A critical point of discussion is the relationship between ChatGPT and Google's search data:

Guest (03:10): "ChatGPT also uses Google Search. And what I will do to expand on that is say that at least for scheduled tasks and I would encourage people to test this out is to set up a scheduled task to run every day. I have one that's scheduled every hour, which is how I was able to find this. And it pings my website for a very specific search query that no one would ever search. And then I can see in Google search console the search queries that ChatGPT is using through Google search to look for this scheduled task, which is pretty wild to me."

This revelation points to an intricate dependency where ChatGPT indirectly leverages Google's search infrastructure, raising questions about data usage, access, and the broader implications for search engine dynamics.

Impact on SEO and Website Performance

The discussion addresses the ramifications of these developments on SEO practices and website performance:

Guest (04:00): "Crawling and indexing. I spoke with my friend, I have a really close friend who works SEO in-house for one of the biggest websites that exists. And they're seeing right now just huge, huge, massive slowdowns in crawling and then what looked like better indexation initially. Now things are starting to free fall from the indexation perspective. So what I'm really curious to know then is what happens from performance and performance perspective, does that result in less people going to the website?"

This insight highlights a real-world example where significant changes in crawling and indexing behaviors are impacting website visibility and traffic, serving as a potential bellwether for the broader SEO industry.

Conclusion

The episode concludes with reflections on the intense competition between Google and OpenAI, emphasizing the rapidly evolving landscape of AI-driven search and content marketing. Host Tyson Stockton acknowledges the depth of the conversation:

Tyson (05:00): "I feel like I could have continued this conversation much longer, but I've kept Tyler a little bit too long."

Listeners are encouraged to connect with Tyler and engage with the Voices of Search community for ongoing insights and discussions.

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Key Takeaways:

• The competition between Google and OpenAI is multifaceted and "misleading from multiple perspectives."
• Google is accelerating the integration of AI into its search services, potentially altering the SEO landscape within the next year.
• OpenAI is likely to focus on enterprise solutions, differentiating its offerings from Google's consumer-centric approach.
• Strategic partnerships in agentic shopping signify a broader trend towards AI-driven automation in user experiences.
• ChatGPT's reliance on Google's search infrastructure underscores complex interdependencies in the tech ecosystem.
• Changes in crawling and indexing behaviors are already affecting large websites, hinting at significant shifts for SEO practitioners.

This episode offers a comprehensive analysis of the strategic maneuvers of Google and OpenAI, providing valuable insights for SEO professionals and content marketers navigating the ever-evolving digital terrain.

Transcript

[Tyson Stockton]

The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast Network, ready to expedite your company's organic growth efforts. Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Tyson Stockton.

[Tyler Einberger]

On to the next one. What's the word? So we're looking for one word to kind of encompass this. What is one word you would use to describe the competition between Google and OpenAI?

[Unnamed Guest]

Misleading from multiple perspectives. So from one perspective, Google has the audience distribution. They're pushing AI mode. I think it's going to be I never give predictions, but I feel really good about this one. I think that AI mode being default in Google search is closer than we think, or some version of it. I think we have as an industry or solo practitioners or agencies probably about a year before things really get shaken up. So that's coming fast. ChatGPT isn't a search product like it has search features. I would expect, just from a business perspective, OpenAI to really lean in and try to capture enterprise. Like Claude and Anthropic have done that since the beginning. I would expect ChatGPT to focus there or OpenAI to focus enterprise. But I think OpenAI saw where an LLM can provide a good search experience and release that product. But I think that over time what will probably happen is Google still owns consumer AI and search entirely or mostly. I don't know what it means for websites. I do know the direction things are heading, which would be agentic experiences. Just look at e commerce and what's happening there. Visa partnering with OpenAI on Agentic shopping. Google also announcing at IO agentic shopping features like there's a race to the bottom here in optimizing or automating user experience and decision making. I wouldn't expect that to stop. But another from another lens, you said before that ChatGPT uses Bing's index. Another misleading thing is did you know that ChatGPT also uses Google Search? And what I will do to expand on that is say that at least for scheduled tasks and I would encourage people to test this out is to set up a scheduled task to run every day. I have one that's scheduled every hour, which is how I was able to find this. And it pings my website for a very specific search query that no one would ever search. And then I can see in Google search console the search queries that ChatGPT is using through Google search to look for this scheduled task, which is pretty wild to me.

[Tyler Einberger]

I have heard that. I mean, I think we may have chatted about that earlier as well, which is like, I mean, that's like a whole new can of worms, which I feel like, I don't know, you can put on the tinfoil hat and the conspiracy theories.

[Unnamed Guest]

Oh, I love doing that. Yeah.

[Tyler Einberger]

But not too long ago there was a change on, you know, Google all of a sudden starting to tighten down on the crawling and scraping and everyone was like pointing the finger at like the rank tracking tools of like Semrush, et cetera, et cetera. And I was like, Google doesn't care about that, like that they are small players in this larger ecosystem. But I, I don't know, if I was to go on a limb, I would say like, Google probably cares a lot more about ChatGPT using their index or scraping information from them more than any of these SEO tools.

[Unnamed Guest]

Yeah. Unless they're using an API and paying Google. So does Google win no matter what? Is that the misleading thing or is it, yeah, something else. But crawling and indexing. I spoke with my friend, I have a really close friend who works SEO in a house for one of the biggest websites that exists. And they're seeing right now just huge, huge, massive slowdowns in crawling and then what looked like better indexation initially. Now things are starting to free fall from the indexation perspective. So what I'm really curious to know then is what happens from performance and performance perspective, does that result in less people going to the website? So I think for that website specifically that could tell be a good bellwether to what might happen to other websites.

[Tyler Einberger]

Very interesting. Well, that's gonna wrap up this episode of the podcast. Thanks again to Tyler Einberger for joining us and I feel like I could have continued this conversation much longer, but I've kept Tyler a little bit too long. If you'd like to get in touch with Tyler, you can find a link to his LinkedIn profile in the show notes or go on over and check out his company's website@momentic marketing.com also be sure to check out the kind of local meetup group in Milwaukee, Milwaukee's Digital marketing club. We're going to be doing some stuff with them in the near future. So if you are in the area. Be sure to check them out. And if you haven't subscribed yet and would like a daily stream of SEO and content marketing knowledge in your podcast feed, hit that subscribe button in your podcast app or on YouTube and we'll be back in your feed in the next following day. And that is all for today. Thanks for stopping by the Voice of Search and we will see you in the next episode.