In this article, you'll learn what SEO is in ChatGPT, how LLMs select the content they cite, and what specific steps you can take to make your content more likely to be used in AI responses. You'll also see how modern AI-based SEO tools, such as Semly, help design content ready for the era of conversational search.
What is positioning in ChatGPT and generative models?
Positioning in ChatGPT are activities that increase the chance that your brand, domain or specific content will be used (quoted, stressed or referenced) in the responses of language models - such as ChatGPT, Gemini, Claude, Grok or Perplexity.
This is not the classic "positioning of the site for phrase X" - language models:
- do not display a list of 10 links like Google
- generate a response in the form of a conversational text
- sometimes they add several sources as citations or "more information"
Thus, in practice, positioning in ChatGPT means:
- designing content so that it was easy to quote them
- building credibility and authority (E-E-A-T), which increases the chances of your domain being selected
- care question and answer structure, which is readable by models
How does ChatGPT select answers?
In web-enabled versions (or in tools like AI Overview, Perplexity), the process usually looks like this:
- User asks a question (often long and conversational)
- The system extends them into several technical queries and searches for information (classic search + semantic search)
- From selected sites it downloads specific excerpts from the text
- LLM generates a response based on these fragments and knowledge from training
- Sometimes he adds links to sources, which it considers the most relevant and reliable
So your goal is not just to "be high in Google" but:
- find oneself in pool of sources
- have such pieces of content that model will easily use, because they clearly and specifically answer the question
Why does SEO and branding matter at ChatGPT?
Changing user behavior
Industry reports show a surge in the use of genAI tools for tasks that were previously accomplished primarily in search:
- users ask chatbots complex strategy questions (e.g., "develop me an SEO strategy for e-commerce with budget X")
- use AI to summarize long content, compare options, first research
- more often expect direct response, not a list of links to review
At the same time:
- traffic from chatbots to sites today is still much smaller than with Google - estimates are 95-96% less reference traffic
- but forecasts point to a possible decrease in organic traffic from classic SEO by up to 50% by 2030.
Impact on brand visibility and conversions
For the brand, this means:
- some customers will know you or... never hear of you depending on whether you are on the "radar" of LLMs
- aI's response may become first contact with your brand - if the model quotes you or refers to your data
- importance is growing branding and reputation of the domain: visibility reports in LLMs show that only a small percentage of domains are cited in multiple models simultaneously
That's what makes it worth thinking about positioning in ChatGPT as about a new layer of SEO - in addition to the classic battle for SERP positions and strategy SEO, AEO and GEO for e-commerce.
How to prepare content for SEO in ChatGPT?
1. User intent and natural language
Users ask chatbots questions in a natural way, such as:
- "How to prepare a site for SEO in ChatGPT?"
- "What can I do to get my brand cited by AI?"
Therefore:
- use in headings and first paragraphs language close to real questions
- instead of the dry "Positioning in ChatGPT - a definition," consider, for example, "Positioning in ChatGPT: how to get AI to quote your brand more often?"
2. Question - Answer & structure
It's good practice to design content like... responds ChatGPT:
- h2/H3 headline in the form of a question
- beneath 2-4 sentences of unambiguous answer
- only further development, data, examples
Content designed this way is easier to:
- mapping to a specific intention
- cut out the fragment and use it in the model response
3. Expertise, credibility, transparency (E-E-A-T)
LLMs are increasingly using signals familiar from classic SEO:
- who publishes the content (brand, author, experience)
- what is the reputation of the domain (links, mentions, history)
- what sources are cited in the article (reports, studies, industry authorities)
So take care of:
- full profile of the author and the company (bio, link to LinkedIn, description of experience)
- linking to reliable external sources with marked citations
- timeliness of data (clearly indicate year and source)
4. Data, examples, case studies
"Encyclopedic" content is easily replaceable - models have it "in their heads" from training. Much more valuable are:
- unique data and research (e.g., results of self-reported surveys)
- case studies with specific numbers
- decision-making framework ("5 steps to prepare SEO for AI search")
It is such passages that LLMs are most likely to summarize and recall in their responses.
Practical positioning techniques in ChatGPT
1. Create content with conversational responses in mind
Don't just write "under Google." Ask yourself:
- If a user asked this question to ChatGPT, what kind of answer would they expect in the first 5-8 sentences?
Next:
- start the section with synthetic answer
- develop it, using examples and mini-checklists
- add a brief summary ("In brief: ...")
2. Optimize headlines for real questions
Sample H2/H3 headers for the phrase "positioning in ChatGPT":
- "Positioning in ChatGPT: where to start in 2026?"
- "How do I check if my brand is visible in ChatGPT responses?"
- "Will SEO in ChatGPT replace classic SEO?"
Such headlines:
- immediately communicate intention
- support long-tail on Google
- make it easy for LLMs to match a passage to a user's question
3. Amplify E-E-A-T content
Some concrete steps:
- enter "About the author" section in expert articles
- show hands-on experience (projects, industries)
- link to reports and analyses (as in the "Sources" section below)
- use structured data
FAQ,Article,Organization,Author
4. Unify brand communications across multiple channels
LLMs will "know" your brand not only from your blog, but also from:
- homepage
- offer pages
- educational materials,
- social media, podcasts, reports
Ensure that:
- the way the offer and value were described was coherent
- key terms (e.g., "AI-based SEO platform" in Semly's case) were repeated consistently
- brand was present in the context of problem-solution, not just in product descriptions
Using ChatGPT and Semly for SEO and content marketing
Language models are not just a "target" - they are also a tool. ChatGPT and specialized AI-based SEO platforms such as Semly, can significantly speed up the entire content creation process.
How can ChatGPT support SEO?
In their daily work, marketers use ChatGPT for, among other things:
- list generation user questions around a given topic
- proposals article structures and H2/H3 headings
- quickly summarize industry reports and extract key figures from them
- simulate "how ChatGPT might answer" a given question - this is a good test of whether your content fits in with user expectations
However, this is just the beginning. To move from inspiration to a scalable SEO strategy based on AI, you need a tool that connects:
- keyword and topic research
- competition analysis
- generation and optimization of content for SEO
- quality and consistency control.
Why include Semly in your "positioning in ChatGPT" strategy?
Semly is a platform that combines classic SEO with artificial intelligence capabilities. In practice, this means:
- helps find topics and queries, which make sense both on Google and in the context of LLMs (conversational queries, long-tail, "how", "why" questions)
- supports in the creation of well-structured articles, with headlines and Q&A sections friendly to language models
- makes it possible to maintain consistent tone and brand message in a lot of content
- allows you to build faster content hubs around key thematic areas, in line with new SEO and AI architecture.
In this way, Semly helps not only to "get positions in Google", but realistically build brand visibility in the new AI ecosystem - including in ChatGPT responses.
Sample workflow using ChatGPT and Semly
1. Analysis of the topic in Semly
- you choose an area (e.g., "positioning in ChatGPT" for the B2B SaaS industry)
- you identify related user queries and questions
2. Content plan
- based on the data from Semly you design the structure of the content hub (pillar + supporting articles)
- you check which questions are worth turning into Q&A and FAQ sections
3. Draft articles
- you use AI to generate preliminary sketches of sections
- Semly helps ensure proper use of keywords, length and structure
4. Expert refinement
- you supplement the sketches with your own data, experiences and case studies, e.g., in the spirit of the article on content for LLM in e-commerce
- add quotes from industry sources
5. Publication and optimization
- you publish content, monitor its SEO performance
- periodically test in ChatGPT and other tools to see if your brand / domain appears in responses
The most common mistakes when positioning in ChatGPT
1. Stuffing keywords into conversational content
Mistake: treating ChatGPT like "the new Google" and artificially placing the phrase "positioning in ChatGPT" in every paragraph.
How to avoid it:
- use phrases naturally, in places where the user would actually ask such a question
- focus on clarity and concrete answers, not on keyword density
2. Putting quantity over quality
Mistake: mass production of similar items that do not stand out for anything.
How to avoid it:
- invest in less, but deeper content (pillar content, case studies)
- add unique data, processes, checklists
3. Ignoring the timeliness of data
Mistake: quoting data from many years ago without context.
How to avoid it:
- always give the year and source
- update key articles on a regular basis (e.g., add a "What has changed in 2026?" section once a year)
4. Lack of consistency in brand communication
Error: different offer description and values in each channel.
How to avoid it:
- define main brand messages and use them consistently
- use tools such as Semly to maintain a consistent tone and message throughout the container and build a lasting competitive advantage with AI in e-commerce
Checklist: a quick content audit for SEO in ChatGPT
Use the list below as a simple audit of your site or blog.
1. Structure and intent
- Does the main phrase/intent (e.g., positioning in ChatGPT) appear in the title and first headline?
- Are H2/H3 headings phrased in the language of natural user questions?
- Does each section begin with a short, unambiguous answer?
2. Substantive quality and E-E-A-T
- Does the article have a clearly identified author with a description of the experience?
- Does the content cite current data and reports (with source and year)?
- Are practical examples or mini-case studies included?
3. Structure under LLM / Q&A
- Does the article include a FAQ section with questions that real users ask?
- Are there passages (40-80 words) in the text that can serve as ready answers?
- Do you use bullet lists to organize steps, recommendations and conclusions?
4. Technicalities and content architecture
- Is the content part of a larger "content hub" (linking to other articles)?
- Was structured data used (FAQ, Article, Organization)?
- Is the site technically correct (HTTPS, speed, no aggressive ads)?
5. Brand consistency and the use of AI
- Is the way the brand's offerings and values are described consistent with other channels?
- Are you using AI tools (e.g., Semly, ChatGPT) to plan and optimize content?
- Do you periodically test how ChatGPT describes your brand and offerings and
- The more boxes you can tick off for "yes," the better prepared your content is for the ChatGPT SEO era.
FAQ: the most common questions about positioning in ChatGPT
Is it possible to "position" pages in ChatGPT as in Google?
Not directly. ChatGPT does not have a classic page ranking. However, you can increase the chances, that your domain will enter the pool of sources and be cited more often: through strong E-E-A-T, high quality content, Q&A structures and building a recognizable brand.
Where does ChatGPT get my brand information from?
From the training data (historical network data) and the up-to-date content available online, which can be accessed through browsing or RAG systems. This means that what you've published before counts, as well as how you present the brand today on your website, blog and other channels.
Will SEO in ChatGPT replace classic SEO?
No - but classic SEO changes priorities. You still need traffic from Google (it's also a signal for LLMs), but it's becoming increasingly important to design content so that:
- answered complex, conversational questions
- were attractive source material for AI
- encouraged the user to click despite the model's summary, which is well described in an article about it, among other things, whether ChatGPT is becoming the "new Google" for e-commerce
How to measure the effects of positioning in ChatGPT?
For now, there is no single standard tool. You can:
- monitor classic SEO metrics (traffic, CTR, visibility)
- regularly check with ChatGPT and other LLMs to see if your brand / domain appears in the responses (to specific queries),
- track brand mentions online and in conversations with customers (whether they say they "found you through AI")
Is it worth investing in special content "just for ChatGPT"?
The greatest return is given by content that run simultaneously on Google, AI overview and LLM responses. This means:
- pillar content + supporting articles
- well-designed Q&A and FAQ sections
- case studies, data, checklists
Instead of creating separate content "under ChatGPT," it is better to design content from the beginning with both worlds in mind.
Summary and next steps
Positioning in ChatGPT is not classic SEO, but it is becoming a a key complement to your online visibility strategy. Language models select for response those contents that:
- clearly answer specific questions
- are reliable, up-to-date and supported by data
- come from recognizable, well-regarded domains
To get your brand featured more often in AI responses, you need:
- Consciously designed content architecture (content hubs, Q&A, FAQs)
- Strong E-E-A-T and consistent branding
- Tools that combine SEO and AI, such as Semly
Platform Semly helps marketers and companies translate these assumptions into everyday practice: from researching topics, to planning content structure, to optimizing articles for SEO and user expectations using ChatGPT. It's one of the most natural solutions for teams that want to not only "keep up" with the changing reality, but realistically use AI as a competitive advantage.
Sources
- Impact of Generative AI on Search Traffic and Content Visibility
- The impact of ChatGPT and generative AI on search
- When Will AI Search Beat Google? 2025-2030 Forecast
- The Impact of Generative AI: Publishers (Rivista.ai report - PDF)
- 60+ AI SEO Statistics You Must Know in 2026
- 2025 AI Visibility Report: How LLMs Choose What Sources
- 7 Tips to get Cited by LLMs like ChatGPT, Perplexity and..
- How LLMs and RAG Systems Retrieve, Rank, and Cite..
- LLM SEO (LLMO): The 2026 Guide to Large Language Model Optimization
- LLM Citations: How do LLMs decide which Citations?
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