When we talk about visibility on the web, we talk about Google. For now. Because with the rise of AIs like ChatGPT, the way people search for - and find - information is changing. Instead of clicking on ten blue links, many users get their answers directly from a chat window.
And this is the crux of the matter: these AIs get their knowledge from the web - but not always from where we expect it.
What many do not know: ChatGPT searches with Bing
Since OpenAI has activated web access in ChatGPT (for GPT-4 in the Plus version), the model uses Bing as its data source rather than Google. Microsoft is not only a technology partner, but also an investor - and has deeply integrated Bing into the GPT ecosystem.
So if you're thinking: "I'm doing SEO - I'm number 1 on Google!" - then in ChatGPT that actually helps you... nothing. Because what is displayed there is either based on:
- the training data status (currently around mid-2023),
- or on a live search via Bing.
And that is precisely why Bing SEO suddenly relevant - even if the search engine's market share seems small.
Why "ChatGPT SEO" is so difficult to grasp
The problem: ChatGPT is not a classic search engine. There is no clear hit list. Answers are generated, not sorted. And often the model does not even name a source - even if content is taken from websites.
In concrete terms:
- You cannot safely plan to be visible in ChatGPT.
- There are no guaranteed rankings.
- Only some answers contain 1-2 links - mostly to well-structured, authoritative sources.
This makes "ChatGPT SEO" a game of uncertainty - but also a competition for relevance.
And what about Google Gemini?
Google does not sleep, of course.
With Gemini (formerly Bard), the Group is developing its own AI search function, which is already being tested as part of the Search Generative Experience (SGE). In contrast to ChatGPT, Gemini shows significantly more links to websites - often even prominently next to the reply box.
This means that classic SEO is still fully effective here, especially if you structure content well and pay attention to topic authority. You can find out more about this in our article on Content strategy.
What can you do specifically? 7 tips for better visibility in AI searches
You can't control ChatGPT - but you can set the framework to give your content a better chance. Here are specific recommendations:
1. structure is everything
Write in such a way that an AI immediately understands your content. Use clear subheadings (H2/H3), lists (where appropriate), FAQ elements and short paragraphs. If you have technical data or instructions - use numbered steps.
2. use structured data (Schema.org)
In order for Bing (and Google) to understand what your content says, you should include structured data. This is particularly important for products, FAQs, how-tos or articles.
3. make your content "answerable"
Formulate sections in such a way that they can be used as a direct answer. A paragraph like "The three most common causes of X are..." often works better than lengthy introductions.
4. do not ignore Bing
Use the Bing Webmaster Tools - they are the counterpart to Google Search Console and help you to analyse and optimise your visibility there. We also show you what you should bear in mind in the article "Why Bing is suddenly becoming more important".
5. optimise for topic authority - not just keywords
ChatGPT prefers content that comes from trustworthy, specialised sources. Better 10 in-depth articles on one topic than 50 superficial blog posts on all sorts of topics.
6. keep content up to date
Even if ChatGPT still works with old training data, it uses up-to-date sources for web searches. Therefore: Revise content regularly and keep published data, figures and studies up to date.
7. monitor the AI results yourself
Regularly test which of your content appears in AI responses - for example with prompts such as:
"Which tools are suitable for SEO monitoring for SMEs?"
"What is the difference between Google SEO and Bing SEO?"
And check whether your domain is linked or cited.
How to recognise whether ChatGPT is linking to your website
Even if ChatGPT does not (yet) offer its own analytics features, you can use a few tricks to find out whether your content is landing in AI responses - and whether users are actually coming to your site via ChatGPT.
? Check manually:
- Open ChatGPT (GPT-4 with web access).
- Enter typical user questions, e.g:
- "Which tools help with [topic]?"
- "Who offers good tips on [your specialism]?"
- Look at the sources displayed at the end of the answer - is your domain mentioned or linked?
? Visible in Trackboxx:
In Trackboxx web analytics, you can recognise whether visitors come via ChatGPT - e.g. via the UTM source chatgpt.
Tip: Look out for entries such as utm_source=chatgpt in the referral traffic. This is a clear indication that your page has been linked in a response - e.g. in a live web search from ChatGPT Plus.
The data is still limited - but if you check manually on a regular basis and your Trackboxx referrals, you'll get a good feel for whether you're already playing in the AI game.
Why content alone is no longer enough - and mentioning is everything
For a long time, the rule was: if you create helpful advice content, you will be found on Google and gain visibility. However, this logic is becoming less and less valid in the age of AI.
This is because tools such as ChatGPT, Copilot or Gemini work differently: they provide direct answers - and rarely provide links. Instead of scrolling through traditional blog articles, users rely on the AI's recommendations. And it decides for itself who or what it calls.
This means that pure content - as valuable as it is - no longer brings visibility, if you as a brand are not anchored in the head (or data set) of the AI.
Visible today is who is mentioned - not who only writes.
This is particularly crucial for products, tools or services. The mere mention in an AI answer can generate more reach and trust than a top ranking on Google.
For content marketing, this means: Less mass - more strategic positioning.
Conclusion: ChatGPT SEO is not a replacement, but a new playing field
If you're looking for visibility, Google remains the most important platform - no question. But the new reality is: people search differently. They ask AI. They click less. They trust answers delivered directly.
And that's exactly where you need to be visible. Not instead of Google, but in addition. Between Bing, ChatGPT, Gemini and Perplexity, a whole new ecosystem is currently emerging - and it will be worth being there early.
Read also: Why AI visibility has more to do with brand management than keywords
