What is ChatGPT?
ChatGPT is OpenAI’s conversational style AI tool, designed to generate human-like answers to almost any query. Unlike Google, which provides a list of links, ChatGPT condenses information into user-friendly and direct responses. This shift changes how people can discover brands and content online. Instead of competing for clicks in crowded search results, businesses now need to think about how to become part of the actual answer.
How does ChatGPT work for search?
When you type a query into Google, you get a page full of results: ads, links, snippets, and images. ChatGPT strips that away and gives you one conversational answer.
To do this, the model draws on a mix of its training data and, depending on the version, live browsing. It looks at context, intent, and reliability, then generates the response it believes best solves the query. That answer may reference brands, tools, or websites.
This is why it matters for SEO. Visibility in ChatGPT isn’t about rankings; it’s about inclusion. If someone asks “Who is the best digital marketing agency in London?” Google might show 20 links. ChatGPT will likely recommend 3. If your brand makes the cut, you have instantly bypassed hundreds of competitors.
That’s a huge shift in brand discovery. It’s not just about being found; it’s about becoming the trusted voice in a space where users expect quick, confident recommendations.
Why should brands care about ChatGPT?
ChatGPT is becoming a decision-making engine. People are already using it to research products, compare options, and make buying choices.
If your brand is consistently referenced, you gain visibility, authority, and trust at the exact moment users are ready to act. That translates into higher-quality traffic, stronger reputation, and direct revenue impact.
Brands that ignore ChatGPT risk falling behind competitors who are already establishing themselves as the “go-to” recommendations in AI-driven search.
How does ChatGPT rank websites?
ChatGPT doesn’t “rank” in the traditional sense. There’s no SERP position to chase. Instead, the model selects content it sees as reliable, accurate, and authoritative.
It pulls from a combination of:
- Training data – what it has already learned
- Live browsing – if enabled, to fetch the most up to date references
- Signals of authority – content that is cited elsewhere, trusted by reputable sources and is factually robust
The goal isn’t just optimising a page for keywords; it’s proving across the web that your brand is credible. If ChatGPT recognises that authority, it’s more likely to reference you in answers.
GEO vs SEO: How does SEO differ to GEO?
SEO (Search Engine Optimisation) is about climbing the ranks on platforms like Google and Bing. It’s technical, content-focused, and all about clicks.
GEO (Generative Engine Optimisation) is different. It’s about being cited in conversational answers from AI tools like ChatGPT. Instead of fighting for the top position, you’re working to become the trusted recommendation.
The tactics overlap, but GEO is a new discipline in its own right. You can explore it further in this guide “What is Generative Engine Optimisation?”.
| Aspect | SEO | GEO |
| Goal | Rank high in search results | Be included in AI answers |
| Focus | Keywords + technical factors | Authority + trust signals |
| User Intent | Users compare many links | Users expect one clear answer |
| KPI’s | Rankings, traffic, clicks | Mentions, recommendations, trust |
How to optimise for ChatGPT search?
Optimising for ChatGPT means focusing less on algorithms and more on trust. Below are nine practical GEO tactics, with examples of how to apply each.
- Create authoritative, in-depth content
ChatGPT rewards depth and clarity. If your content only scratches the surface, you won’t make the cut.
Weak FAQ:
What is SEO?
“SEO means Search Engine Optimisation. It helps websites rank on Google.”
Strong FAQ:
What is SEO?
“SEO (Search Engine Optimisation) is the practice of improving a website’s visibility on search engines like Google. It combines technical improvements, content creation, and link-building to help a site rank higher and attract organic traffic. Done well, SEO boosts visibility, trust, and conversions.”
See the difference? The second answer is complete, authoritative, and closer to how ChatGPT would phrase its own explanation. Think of your content as the final stop. If a user wouldn’t need to search elsewhere after reading, you’re on the right track.
- Optimise for natural language queries
Users type into ChatGPT like they’re talking to a person. Your content should mirror that conversational style.
For example: Instead of only targeting “best project management tool,” include:
“What’s the best project management tool for freelancers?”
“Which project management app integrates with Slack?”
These question-led queries match how users actually interact with ChatGPT and increase your chance of inclusion.
- Build topical authority
One blog post won’t cut it. ChatGPT looks for depth across a subject area, so build content clusters.
For example, if you’re in fintech, don’t stop at “What is investing?” Create a series:
- How to start budgeting
- Understanding risk management
- Beginner’s guide to portfolio types
- Investing myths debunked
When these articles are internally linked, they reinforce your authority in the space. Aim for a “content hub” model, a central pillar page supported by subtopics. ChatGPT favours sites that look like experts, not dabblers.
- Earn credibility across the web
Authority isn’t just what you say on your own site. ChatGPT pays attention to how others talk about you. Backlinks, digital PR, and industry citations all strengthen your credibility.
Tip: Prioritise quality over quantity. One backlink from a respected industry site outweighs dozens from low-quality directories.
- Use structured data
AI models work better with clear signals. Schema markup and structured data make your content easier to interpret.
For example: adding FAQ schema to a “Best email tools” guide ensures your Q&A sections are machine-readable; increasing the odds of being referenced.
Don’t stop at FAQ schema. Explore “HowTo,” “Review,” and “Product” schema to make your content more useful to both Google and ChatGPT.
- Keep it accurate and up to date
Outdated information erodes trust. ChatGPT prefers current, reliable data.
A blog listing “Top SEO tools for 2021” is unlikely to be cited in 2025. Updating it with the latest features, pricing, and screenshots makes it more reference-worthy.
Tip: Create a content refresh calendar. Prioritise updating high-traffic and high-value pages at least once a year.
- Strengthen brand presence
ChatGPT pulls insights from across the digital ecosystem; not just your site. Reviews, social chatter, and third-party coverage all influence visibility.
For example:
If someone asks, “What do people say about [Brand X]?”, ChatGPT may pull in reviews or quotes from news outlets. A strong, positive brand presence makes you harder to overlook.
- Offer unique value
ChatGPT avoids thin or duplicate content. Originality is your edge.
Publishing proprietary survey results on “How consumers use AI tools in 2025” is far more reference-worthy than rehashing generic stats from third-party reports. Look for opportunities to add your own data: customer insights, case studies, or visual assets. AI is drawn to content that feels fresh, not recycled.
- Monitor and adapt
Like SEO, GEO isn’t “set and forget.” You need to test and refine.
If ChatGPT recommends three competitors for “best SEO agency”, analyse what they’re doing differently: content depth, PR coverage, or brand reputation, then work to close the gap.
Optimising for ChatGPT means shifting from keyword-chasing to authority-building. GEO is about trust, clarity, and credibility. Brands that adapt now will secure their place as the recommended answer in a world where AI is shaping discovery. If you’d like to discuss any of these topics with our experts in more detail then just get in touch.
CHAT GPT SEO FAQ'S
Don't stress, we've got
No. ChatGPT isn’t a search engine; it’s a generative AI tool. Many users still turn to Google for comprehensive results. But ChatGPT is becoming a powerful discovery layer where brands can influence decisions earlier.
ChatGPT’s core model is trained on historical data up to a cut-off point, but versions with browsing enabled can pull in real-time information. This means fresh, regularly updated content increases your chances of being included.
The simplest way is to ask questions your customers might ask (e.g. “What is the best SEO agency in London”). Some new monitoring tools are emerging, but manual testing is still the most reliable method right now.
