AI Search vs Traditional Search: 10 Queries Compared Side by Side

We talk a lot about how AI search is changing the game. But sometimes, the best way to understand the difference is to just see it. So we ran an experiment.

We took 10 queries that a typical small business customer might type, ran each one through Google (with AI Overviews), ChatGPT Search, and Perplexity, then compared the results side by side. Here’s what we found.

The Setup

For each query, we looked at three things:

• What the user sees first (the format and content of the top result)
• Which sources get cited (big brands vs. small businesses vs. no citation at all)
• How actionable the answer is (does the user need to click through, or do they get everything on the page?)

We ran these tests in October 2025 using default settings on all three platforms. No accounts logged in, no personalization.

Query 1: “Best Italian restaurant near me”

Google: Local Pack with three restaurants, reviews, hours, and a map. AI Overview did not appear. ChatGPT: Asked for location, then provided a list of five restaurants with brief descriptions. Cited Yelp and local food blogs. Perplexity: Provided a ranked list with reasoning, pulled from Google Maps data, Yelp reviews, and Eater articles.

Takeaway: Local searches still favor Google’s Map Pack. But AI engines are pulling from review platforms, making your Yelp and directory presence more important than ever.

Query 2: “How to fix a running toilet”

Google: AI Overview with a step-by-step guide. Cited Home Depot’s blog and a YouTube video. Organic results pushed below. ChatGPT: Detailed step-by-step instructions. No external links cited in the answer itself. Perplexity: Step-by-step with inline citations from Family Handyman and This Old House.

Takeaway: Informational DIY queries are dominated by AI answers. Small plumbing businesses are invisible here unless they’ve built content authority. This is the zero-click problem in action.

Query 3: “CPA near me that handles small business taxes”

Google: Local Pack results plus a few organic listings from directories. No AI Overview. ChatGPT: Listed general tips for finding a CPA, then suggested searching directories. No specific local recommendations. Perplexity: Provided a mix of national firms and local directory links. Suggested Yelp and Thumbtack as resources.

Takeaway: Professional service searches still rely heavily on local SEO fundamentals. Your Google Business Profile does the heavy lifting here.

Query 4: “Is vinyl plank flooring good for kitchens?”

Google: AI Overview with a detailed pros-and-cons answer. Cited three flooring blogs. ChatGPT: Comprehensive answer with no citations. Covered moisture resistance, durability, and cost. Perplexity: Balanced answer with citations from Bob Vila, Forbes Home, and a flooring retailer’s blog.

Takeaway: Product and material questions are prime AI Overview territory. The businesses getting cited are those with detailed, well-structured comparison content.

Query 5: “Best time to post on Instagram 2025”

Google: AI Overview summarizing data from multiple social media studies. Cited Hootsuite and Sprout Social. ChatGPT: Provided general guidance with time ranges. No specific sources. Perplexity: Detailed answer with data points and citations from Later, Hootsuite, and HubSpot.

Takeaway: Data-driven content gets cited. If you publish original research or compile useful statistics, AI engines love it.

Query 6: “Emergency dentist open now”

Google: Local Pack with dentists showing current hours. No AI Overview. ChatGPT: Generic advice about finding emergency dental care. Not useful for immediate needs. Perplexity: Mixed results. Some local suggestions, mostly directory links.

Takeaway: Urgent, high-intent local queries are still Google’s domain. Traditional local SEO wins these searches.

Query 7: “How much does a new roof cost?”

Google: AI Overview with price ranges by material and home size. Cited Angi and HomeAdvisor. ChatGPT: Provided ranges and factors affecting cost. No citations. Perplexity: Detailed cost breakdown with citations from Angi, Forbes Home, and a regional roofing company’s blog.

Takeaway: Cost queries trigger AI answers almost every time. Notice that one regional roofing company made it into Perplexity’s citations. That’s the power of having detailed, original pricing content on your site. This is what content that both Google and AI engines love looks like.

Query 8: “Difference between SEO and GEO”

Google: AI Overview with a definition comparison. Cited SEO industry blogs. ChatGPT: Clear explanation of both terms with use cases. Perplexity: Thorough comparison with citations from SEO publications and marketing agencies.

Takeaway: Niche industry terms are an opportunity. If you’re the one explaining a concept clearly, AI engines will cite you. We wrote our own take on this: GEO vs SEO.

Query 9: “Dog groomer reviews [city name]”

Google: Local Pack and review aggregator results. No AI Overview. ChatGPT: Suggested checking Google Maps and Yelp. No specific businesses. Perplexity: Pulled top-rated businesses from Google reviews and Yelp. Named specific businesses.

Takeaway: Perplexity is getting better at local queries. Businesses with strong review profiles are starting to get named directly in AI answers.

Query 10: “Should I hire an SEO agency or do it myself?”

Google: AI Overview with a balanced pros-and-cons answer. Cited marketing blogs. ChatGPT: Provided a thoughtful breakdown of when to DIY vs. when to hire. No citations. Perplexity: Detailed answer citing marketing publications and agency websites with strong content.

Takeaway: Decision-stage queries are where agencies and service providers can shine. Creating content that honestly addresses the “should I hire someone?” question positions you as trustworthy, and AI engines notice.

What This All Means

After running these 10 queries, a few clear patterns emerged:

• Local, urgent, and transactional queries still favor traditional Google results. Keep investing in local SEO.
• Informational and comparison queries are increasingly answered by AI, often with zero clicks. You need to be a cited source, not just a ranked page.
• Perplexity cites more diverse sources than Google’s AI Overviews, giving small businesses a better chance of being included.
• Original data and detailed content get cited across all platforms.

The game isn’t over. It’s just different. And the businesses paying attention right now have a real advantage.

Want to know how your business shows up across AI and traditional search? Book a free visibility audit and we’ll show you exactly where you stand.