For years, Google was the undisputed leader in online search. To look something up was to ‘Google’ it. But a quieter shift is under way: more people now use ChatGPT to find information, often without realising that Bing may be powering the web search behind the answer.
ChatGPT as the new search box
Since ChatGPT gained access to live web results through Microsoft Bing, search behaviour has started to change. Instead of opening ten links, users can receive a concise answer directly — often without seeing a source.
What many people do not realise: ChatGPT can use Bing for web searches, while Google is not part of that search connection.
“OpenAI’s GPT-4 uses Bing as its default search engine in web mode. Access to Google is not included for licensing reasons.” (Source cited in the original article: Microsoft/OpenAI partner FAQ)
Why this matters
1. Bing can be a gateway to AI visibility
When ChatGPT retrieves live information through Bing, businesses need to consider two practical consequences:
- If Bing cannot find or index your content, ChatGPT is less likely to surface it through Bing-powered web search.
- Optimising solely for Google may no longer cover every discovery channel.
2. Visible does not mean cited: GPT often uses content without naming the source
But there is another important complication:
Ranking on Bing does not guarantee that ChatGPT will mention your brand.
ChatGPT may use information from a page without explicitly naming the source. The response can appear neutral, with no link, brand name or reference to the original website.
In practice:
Your content may help shape an answer without making your company visible. The system combines information from multiple sources and may return the result without attribution.
Why are no sources displayed
ChatGPT is more likely to show sources when:
- the information is not available in its existing model knowledge,
- up-to-date web research is needed,
- or a claim requires verification, such as figures, company details, prices or product data.
For broad questions such as “How does sustainable logistics work?”, the model may rely on existing knowledge and provide no citation, even when similar information appears on your website.
How can you improve your visibility in ChatGPT?
✅ 1. Make your website accessible to Bing
- Use Bing Webmaster Tools to support crawling and indexing
- Add appropriate Schema.org markup and use clear page titles
- Keep content accurate, current and consistent
✅ 2. Create content that AI systems can understand
- Make content factual, concise and easy to cite.
- Avoid empty marketing language and prioritise clear, information-rich explanations.
- Named authors, dates, sources and a clear semantic structure can strengthen credibility.
✅ 3. Build authority beyond your own website
- Earn relevant mentions on trusted industry publications, news sites and reference platforms
- Attract backlinks from reputable domains that search engines and AI systems are likely to trust
Does ChatGPT mention your website? Here is how to find out
ChatGPT does not always cite its sources. When users follow a link to your website, however, the visit may leave a measurable trail. Look for the following signals in your analytics:
- utm_source=chatgpt — sometimes added to links from custom GPTs, AI tools or generated responses
- Unusual direct traffic to specific, deeply nested pages
- Traffic spikes on AI-related contentwithout a clearly identifiable referrer
? With a web analytics tool such as Trackboxx you can investigate these clues and assess whether ChatGPT is sending visitors to your content and when.
A common reality: visible, but not cited
A company optimises a page about sustainable logistics for Bing and reaches the top five results. Ask ChatGPT about the subject and it may produce a polished explanation — but without linking to the page or naming the company.
The response could draw on that company’s content without citing it because:
- the information is treated as common knowledge,
- the response does not require formal citations,
- or the model synthesises information from several sources instead of quoting one.
The numbers behind the change
- The original article states that 98% of ChatGPT web searches using GPT-4 run through Bing (source cited: OpenAI developer documentation, 2024).
- According to the Bitkom figure cited in the original article, 55% of Gen Z use AI tools such as ChatGPT regularly to find information (2025).
- The original article also cites Microsoft as reporting that GPT-supported Bing searches increased conventional Bing traffic by more than 30% in Q4 2024.
Why social media matters even more
As ChatGPT replaces some conventional searches, social media is becoming increasingly important as a discovery and brand-building channel:
- People are searching less activelyand increasingly consuming whatever AI systems and feeds put in front of them.
- Visibility increasingly comes from stories and recommendations, not only search results.
- Social content can also influence which brands AI systems recognise and mention.
- Brands without a presence in users’ feeds risk becoming digitally invisible.
Conclusion: rethink what visibility means
In the age of generative AI, the familiar rules of SEO are changing. Businesses that want to remain discoverable need to understand that:
Google is no longer the only route to discovery. Bing can support visibility in ChatGPT’s web results, while clear, authoritative content improves the chance of being used and cited.
"Your content can help provide the answer without receiving the credit. Welcome to the age of quiet visibility."
Related reading: Bing SEO — an opportunity for website owners
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