SEO expert Luca Tagliaferro says the AI tool is showing signs of using the same signals as Google search, and that has big implications for online visibility.
ChatGPT is no longer just a tool for quick answers — it’s quietly becoming a new kind of search engine. According to new research from SEO consultant Luca Tagliaferro, the AI model now seems to be using ranking factors that look strikingly similar to Google’s.
Tagliaferro ran experiments with search-style prompts and noticed a pattern: ChatGPT’s answers often reflect the same priorities Google uses when ranking web pages. Authority, backlinks, and content freshness all played a role.
“This is a fundamental shift,” Tagliaferro explains. “If ChatGPT is leaning on the same signals as Google, then businesses can’t afford to neglect the basics — links, technical health, and up-to-date content. It’s no longer just about search rankings. Visibility now stretches into AI platforms too.”
AI Discovery Is the New Battleground
The findings come at a moment when AI assistants are gaining traction as discovery tools. More people are asking ChatGPT for recommendations instead of typing queries into Google. That means the factors once reserved for search engine optimisation are now shaping which brands appear inside AI answers.
Tagliaferro, who works with global companies and speaks at major SEO events, warns that many businesses are misreading the pace of change.
“Competitors are already ramping up investment in Digital PR and high-authority links,” he says. “They understand that it influences both Google and AI tools like ChatGPT. Brands that don’t move quickly risk fading from two of the biggest channels for discovery.”
SEO Budgets Are Evolving
Across the industry, budgets are already shifting. Companies are spending more on authority-driven content and link acquisition, while also tightening their technical SEO foundations. Tagliaferro believes the winners will be those that merge PR-driven credibility with strong site performance.
“Forward-thinking businesses are preparing for a world where ranking on Google and surfacing in AI answers are two sides of the same coin,” he adds.
You can read the full breakdown of Tagliaferro’s experiment here: Experiment confirms ChatGPT uses Google’s ranking factors.