How to Rank Your Website on ChatGPT: A Guide for Business Owners and Marketing Managers
Executive Summary
As AI platforms like ChatGPT become more influential in shaping how users access information, it’s crucial for businesses to adapt their SEO approach to increase visibility in this new digital landscape. This guide covers three critical areas for optimizing your brand for AI-powered search engines: Content (creating high-quality, citable content), Site Structure & Performance (organizing your website to be AI-friendly and technically sound), and Brand Presence (establishing authority on reputable platforms and directories). By implementing these strategies, your business can increase its chances of being referenced and ranked within AI-generated answers.
With AI-driven tools like ChatGPT becoming key information sources, business owners and marketers need to adjust their SEO strategies to stay visible. This was accelerated with the introduction of ChatGPT search. This isn’t just another search engine.
According to OpenAI, “The search model is a fine-tuned version of GPT-4o, post-trained using novel synthetic data generation techniques, including distilling outputs from OpenAI o1-preview. ChatGPT search leverages third-party search providers, as well as content provided directly by our partners, to provide the information users are looking for.”
This announcement, paired with Perplexity booming popularity with searchers and investors, has many search marketers exploring how to tank their brands on ChatGPT and Perplexity alike.
In this comprehensive guide, we’ll walk through the steps to optimize your website’s content, structure, performance, and brand presence to increase your chances of ranking in ChatGPT search and similar AI platforms.
Part 1: Creating Content That Ranks in ChatGPT Search
To rank on ChatGPT and other AI-driven platforms, your content needs to meet high standards of quality, relevance, and authority. Here’s how to create content that AI models will prioritize:
1. Write Authoritative and Citable Content
Let’s address the elephant in the room. People aren’t going to shift away from traditional search engines like Google and Bing in waves for new AI experiences. Why not try to rank any content you’re creating? That’s why a good starting point for your content is to use what you know about their algorithm to rank your content as high as possible for a certain keyword you're attempting to appear for.
With this new AI search frontier, more insights are being gathered daily about the correlation between keyword rank and appearing in AI searches.
Rich Sanger and Authoritas released a study on AI Overviews on Google. They found a page ranked in Position 1 on the SERPs has a 53% chance of being included in Google’s AI Overviews. A page in Position 10 has only a 36.9% chance.
Aim for content that naturally ranks in the top 10 on traditional search engines for your target keywords, as AI platforms often prioritize widely recognized sources.
Focused and clear copy is key to being cited in AI. Structure your content clearly to make it easy for AI to “understand” and extract relevant information. Use subheadings, short paragraphs, and bullet points where applicable.
2. Map Out Landing Page Content Based on AI’s Understanding of Topic
It’s essential to structure your landing pages in a way that aligns with AI's understanding of topics. One effective strategy is to break down complex subjects into individual, focused landing pages. Each page should serve as a comprehensive resource for a specific topic or subtopic, covering all relevant details in a clear, organized manner.
This approach not only makes it easier for users to find the exact information they need but also allows AI models to accurately interpret and retrieve content on that subject.
Consider organizing your content using a pillar page and topic cluster model. A pillar page is a high-level overview of a broad subject, which serves as a central hub linking to more detailed subpages (or topic clusters) on related areas.
For example, if your main pillar page is about “Digital Marketing,” you could link to separate, in-depth pages on “SEO,” “Content Marketing,” “Social Media Marketing,” and other related subtopics.
This interconnected structure not only improves navigation for users but also helps AI platforms understand the relationship between topics on your site, enhancing your chances of ranking well for a range of relevant queries.
3. Use Credible Sources and Expert Quotes
It’s crucial to incorporate credible sources and expert quotes throughout your content. Referencing insights from well-known industry experts or influencers can significantly boost the trustworthiness of your material. Whenever possible, link directly to their official profiles or websites, providing readers (and AI models) with an added layer of validation that signals reliability and expertise.
Scroll up to our introduction to this guide for an example.
Citing current data and statistics is essential for building credibility. Using quantitative data points and research findings from reputable sources not only strengthens your argument but also appeals to AI algorithms that prioritize fact-based content.
Be sure to clearly attribute these sources within your content, as transparency around data sources enhances trust and reinforces the authority of your page.
4. Optimize Content with Technical and User-Centric Terms
ChatGPT is great for breaking down technical processes and ideas. Your content should strive to achieve this, too.
Start by providing clear definitions for industry-specific terms or technical jargon. This approach not only helps AI models understand the context of your content but also makes it easier for a broader audience to engage with and understand the information. When readers and AI alike can grasp technical terms without confusion, it enhances the credibility and relevance of your content.
The argument against this is that your targeted audience actively uses the technical jargon. Defining these terms for them may discredit what you have to say. This is where good writing comes in. Aim to present the information in a way that connects with your technical audience and helps AI understand what you’re writing about.
Another way to add credibility and all-encompassing knowledge is to Incorporate a pro/con lists. This can add depth and objectivity to your content. By outlining the advantages and disadvantages of products, strategies, or approaches, you provide a balanced view that aligns with user intent, helping readers make informed decisions.
This objectivity is valued by AI platforms, as it signals impartiality and thoroughness—qualities that make your content more trustworthy. Together, these techniques—explaining technical terms and using pro/con lists—create a resource that is both detailed and accessible, catering to a wide audience and increasing your chances of ranking in AI-generated results.
5. Showcase Real User Reviews and Case Studies
Social-proof is a must. Incorporating real user reviews and case studies into your content can significantly enhance its credibility and appeal to both readers and AI platforms like ChatGPT.
Authentic testimonials provide social proof, showing potential customers that others have benefited from your product or service. This not only builds trust but also adds a human element that resonates with audiences.
Case studies are particularly effective, as they offer concrete examples of how your offerings have positively impacted real customers, illustrating your product’s value in a practical, relatable way. Together, authentic reviews and detailed case studies strengthen your content’s authority and make it more likely to be referenced by AI models as a reliable source of information.
6. Update and Maintain Content Regularly
AI models tend to favor current, accurate information, so it’s essential to review and refresh older content periodically. Updating outdated material—whether it’s statistics, industry practices, or product details—keeps your content accurate and ensures that it aligns with the latest standards in your field.
Content pruning is an underrated traditional SEO tactics to remove unhelpful and sometime duplicate information on your site. Eliminating low-value pages that were created solely for SEO purposes, such as those filled with keyword stuffing can help with your visibility in AI platforms. They prioritize quality over quantity, favoring content that provides genuine value to users.
Part 2: Optimizing Site Structure & Performance for ChatGPT Ranking
A clear and optimized site structure, combined with strong technical performance, can help your website be more accessible and understandable for AI platforms.
1. Organize Your Site with One URL per Subtopic
It’s essential to organize content with a clear, logical structure that includes dedicated URLs for each major subtopic. By creating separate URLs for distinct topics, you make it easier for AI models to identify and cite specific information, increasing the chances of your content being referenced in AI responses.
Avoid combining multiple topics on a single page, as this can create confusion for both readers and AI about the focus of the content. Instead, use a topic-based navigation system that logically groups related content areas. This structure not only enhances user experience by making information easier to find but also helps AI understand the hierarchy and relationships between topics on your site.
2. Pass Core Web Vitals for Optimal Performance
Core Web Vitals are a divisive ranking factor. No matter where you stand on the debate about whether it matters or not, why wouldn’t you want a website that is fast and responsive.
ChatGPT likes it, so that’s why it’s important to meet Core Web Vitals benchmarks:
Largest Contentful Paint (LCP): measures how quickly the main content on a page loads
First Input Delay (FID): assesses the responsiveness of your site to user interactions
Cumulative Layout Shift (CLS): evaluates the visual stability of the page as it loads.
To achieve optimal performance, focus on reducing page load times by compressing images, leveraging browser caching, and using a content delivery network (CDN). These adjustments can significantly speed up your site, making it more appealing to AI models, which tend to deprioritize slow-loading pages.
Use a tool like GTmetrix to get your grade and optimization tips.
3. Avoid Technical SEO Issues
Any technical SEO issues that could hinder performance in traditional search engines will impact your site in AI search.
Start by resolving crawlability and indexing problems so that search engines—and by extension, AI models—can easily access and understand your content. This involves using a clean robots.txt file to control what parts of your site are crawlable, creating a well-organized sitemap, and fixing any broken links that could disrupt the user experience and confuse search engines.
For bigger, ecommerce websites, managing duplicate content effectively is key. Implement canonical tags to indicate the preferred version of a page. Canonical tags help clarify to search engines which page to prioritize, avoiding the dilution of SEO value across similar or duplicate pages.
4. Use Schema Markup to Improve AI Understanding
Schema markup, or structured data, provides additional context to search engines about specific elements on your site, such as your business information, product details, and FAQ sections.
Is schema just labels? Jono Alderson produced a thought-provoking conjecture on this topic.
”It doesn’t take a visionary to see that structured data will be a backbone for tomorrow’s digital ecosystem,” Alderson writes. “When voice assistants answer questions when LLMs like ChatGPT pull information, it’s this structured data that lets them make connections without human intervention.”
By adding schema markup, you make it easier for AI models to identify and retrieve relevant information, increasing the likelihood that your content will be featured in AI-generated responses.
For example, implementing FAQ schema on pages that address common questions can signal to AI that your page offers valuable answers, while breadcrumb schema helps define the structure of your website, guiding AI through your content hierarchy and improving navigation for users.
Structured data makes your site more accessible and comprehensible to AI, enhancing your chances of being cited as a credible source in AI-driven search results.
5. Prioritize Mobile Usability
Exactly one year before OpenAI released ChatGPT search, Google completed its switch to mobile-first indexing. Internet usage is higher on mobile so it makes sense that the largest search engine would crawl how the majority of the public “crawls” websites.
That’s why it’s being included here.
A mobile-optimized website should have responsive design elements, such as buttons that are easy to tap and layouts that adjust seamlessly to different screen sizes. Regularly testing your site’s usability and accessibility on mobile devices can help identify any navigation issues, ensuring a smooth user experience across all devices.
Part 3: Building Brand Presence to Improve AI Visibility
Beyond content and structure, establishing a strong brand presence across authoritative platforms and popular user-generated content (UGC) sites increases your likelihood of being cited by AI models like ChatGPT.
1. Get Positive Mentions on Authoritative Sites
Backlinks still matter, but that’s not the goal. Gaming backlinks have been a black-hat tactic that’s been exploited for decades (yes, it’s been that long). But search engines and LLMs alike are getting better a detecting fluff from the real thing. That’s why you should focus on brand mentions on credible properties.
Start by building relationships with reputable industry publications and other trusted websites. By earning mentions on these sites — especially in content that aligns with your target keywords — you enhance your brand's authority and credibility. AI models often prioritize content from well-regarded sources, so appearing on these platforms can significantly increase the likelihood of your brand being referenced in AI-generated responses.
Additionally, establishing a presence on Wikipedia can be extremely valuable. If your brand meets Wikipedia’s notability criteria, consider creating a dedicated page or working to have your brand mentioned in relevant articles. Wikipedia is one of the primary sources that AI platforms like ChatGPT rely on for factual information, making it a powerful tool for enhancing brand credibility. Having an accurate, well-sourced Wikipedia entry reinforces your authority and can help your brand stand out in AI search results as a reliable source of information.
2. Engage on User-Generated Content (UGC) Platforms
Engaging on user-generated content (UGC) platforms like Reddit and Quora can be a powerful way to build organic brand mentions and increase your visibility on AI-driven platforms like ChatGPT.
By participating in discussions relevant to your industry, you can position your brand as a helpful, knowledgeable resource. Focus on providing valuable, informative responses rather than overtly promoting your products or services, as this approach tends to resonate better with communities on these platforms and fosters genuine engagement.
Over time, these contributions can build a positive reputation for your brand within these communities, which AI models may take into account when referencing trusted sources.
Something that’s also worth noting here: consistently delivering high-quality products and exceptional service that inspire customers to talk about your brand online can’t be overstated. Positive word-of-mouth on forums, review sites, and social media not only boosts credibility but also helps establish a trustworthy presence that AI models value.
Since AI platforms often prioritize insights from authentic user experiences, having a strong, organically developed presence on UGC platforms can increase the likelihood that your brand will be referenced in AI-generated responses, further enhancing your visibility and reputation.
3. Utilize Database-Style Websites and Directories
Leveraging database-style websites and directories is essential for establishing a strong online presence.
Start by claiming and managing listings on trusted directories such as Yelp, the Better Business Bureau (BBB), and any industry-specific directories relevant to your field. These authoritative sites provide valuable visibility and are often seen as credible sources by both search engines and AI models. Regularly updating these profiles with accurate business information ensures that users—and AI—have access to the most current details about your brand.
Optimizing your Google Business Profile and Bing Places listing is crucial for improving your presence in search results and Google’s Knowledge Graph, a resource that AI models frequently draw from for reliable information. Keep these profiles updated with accurate contact details, operating hours, photos, and location information, and actively encourage satisfied customers to leave positive reviews. A well-maintained Google Business Profile not only boosts local SEO but also reinforces your brand’s credibility.
And with social media platforms releasing their own LLMs for AI experiences, clean up your presence there. Check back on that dormant X profile, cleanse old Facebook posts and finally start that TikTok account.
4. Get Featured on Editorial and News Websites
Getting featured on editorial and news websites is a highly effective marketing strategy. We know it’s helpful for SEO and it’s the same way for AI search. Start by pursuing media coverage on high-authority news sites such as Forbes, Business Insider, or other prominent publications. Securing mentions on these platforms not only enhances your brand’s credibility but also signals to AI models that your brand is a reputable source of information, increasing the likelihood of being referenced in AI-generated content.
In addition to mainstream news outlets, consider partnering with industry-specific publications that cater to your particular niche. By building ongoing relationships with these specialized media outlets, you can ensure regular mentions in content that directly aligns with your expertise and target audience. These niche publications often have a dedicated readership that values authoritative insights in your field, further boosting your brand’s reputation.
Embracing the Future of AI-Powered Search
As AI-powered search tools like ChatGPT search continue to redefine how users find information, optimizing your website for visibility in these platforms is crucial. By creating high-quality, citable content, organizing your site structure for AI readability, and building a strong brand presence across authoritative platforms, you can increase the chances of your business being referenced in AI-generated answers.
The future of search is shifting, and those who adapt to these changes early will have a competitive edge in reaching customers through AI-driven channels. Start implementing these tactics today to position your brand as a go-to source in the evolving landscape of AI search.
