SEO consultant Luca Tagliaferro reveals that ChatGPT increasingly mirrors Google’s ranking factors, prioritising authoritative, linked, and updated content. His research shows businesses must integrate SEO basics with Digital PR to stay visible across Google and AI platforms.
Fresh research by leading SEO consultant Luca Tagliaferro highlights that ChatGPT is increasingly aligning its responses with Google’s ranking factors. The findings, drawn from a series of experiments, suggest that the AI model is now reflecting Google’s search priorities by favouring content that is authoritative, well-linked, and regularly updated.
Tagliaferro’s analysis examines how ChatGPT responds to prompts that resemble search queries. His results show that the tool tends to prioritise content signals long associated with Google’s search algorithms, indicating a major shift in how businesses must think about online visibility.
A full breakdown of Tagliaferro’s experiment and methodology is available on his website: Experiment confirms ChatGPT uses Google’s ranking factors
A Shift Beyond Traditional Search Engines
“What we’re seeing is a fundamental shift,” explains Luca Tagliaferro. “If ChatGPT is using similar ranking factors as Google, then businesses can no longer afford to ignore SEO basics like backlinks, content freshness, and technical health. It’s not just about ranking in search anymore – it’s about being visible across the platforms people actually use to find information.”
According to Luca Tagliaferro, this development widens the impact of SEO beyond traditional search engines. With AI assistants becoming key tools for information discovery, businesses must treat authority signals as critical not only for Google rankings but also for performance on AI-driven platforms.
Impact on SEO Budgets and Business Strategy
Industry data already shows that marketing budgets are shifting, with growing emphasis on building content authority and securing high-quality links. Many companies are increasing their investment in Digital PR campaigns and authority-driven link acquisition strategies.
“Competitors are investing heavily in Digital PR and high-authority links because they know it impacts both Google and AI assistants like ChatGPT. If your brand isn’t building credibility in this way, you risk disappearing from two of the biggest discovery engines on the planet,” Luca Tagliaferro warns.
The Need for Integrated SEO Approaches
The findings suggest that businesses can no longer rely solely on technical optimisation or content creation in isolation. Instead, an integrated strategy that combines Digital PR with technical SEO is emerging as essential for future-proofing online presence.
Tagliaferro, who advises international brands and speaks regularly at industry conferences, stresses that many organisations are underestimating the speed of this change. Brands that fail to adapt may face declining visibility both on Google and in AI-generated answers.
Himani Verma is a seasoned content writer and SEO expert, with experience in digital media. She has held various senior writing positions at enterprises like CloudTDMS (Synthetic Data Factory), Barrownz Group, and ATZA. Himani has also been Editorial Writer at Hindustan Time, a leading Indian English language news platform. She excels in content creation, proofreading, and editing, ensuring that every piece is polished and impactful. Her expertise in crafting SEO-friendly content for multiple verticals of businesses, including technology, healthcare, finance, sports, innovation, and more.
