The New SEO Frontier: How to Rank in ChatGPT Search Results

The digital landscape is in the midst of a seismic shift. Search is no longer just a list of blue links. With the rise of AI chatbots like ChatGPT, users are now getting direct, conversational answers to their queries. For businesses, this raises a critical new question: How do you ensure your brand is the one being cited in these AI-generated results?

This isn't about abandoning traditional SEO; it's about expanding it. Welcome to the world of Generative Engine Optimisation (GEO). This guide will break down the practical strategies you need to implement to increase your visibility in this new AI-powered era and position your business for the future of search.

Understanding How ChatGPT Finds Its Answers

To rank in ChatGPT, you first need to understand how it sources information. It primarily works in two ways:

1. Pre-existing Training Data: ChatGPT was trained on a massive dataset of text and code from the internet, frozen at a certain point in time. Getting into this foundational dataset is a long-term goal achieved by being a prominent, authoritative source over many years.
2. Live Web Search (via Bing): For up-to-date information, ChatGPT can browse the internet in real-time. Crucially, it uses the Bing search engine to do this. This is your most direct and actionable opportunity for optimisation.

This direct link means that a core component of your generative engine optimization strategy is, fundamentally, a strong Bing SEO strategy. When a user’s prompt requires current information, ChatGPT queries Bing, analyses the top-ranking results, and synthesises an answer, often citing its sources. Your goal is to be one of those top, citable results.

Your Blueprint for a Generative Engine Optimisation Strategy

Optimising for AI search isn't about secret tricks or loopholes. It’s about doubling down on the principles of quality and clarity that have always defined good SEO, but with a specific focus on what an AI engine values.

The Foundation: E-E-A-T for AI Optimisation

E-E-A-T—Experience, Expertise, Authoritativeness, and Trustworthiness—is Google's framework for assessing content quality, and its principles are paramount for AI. An AI model is designed to provide reliable, accurate information. To do that, it must pull from sources it deems trustworthy.

• Experience: Demonstrate first-hand experience. Use case studies, original research, and real-world examples. If you’re writing a guide, show that you’ve actually done the things you’re describing.
• Expertise: Showcase your credentials. Feature detailed author biographies with qualifications and links to other authoritative publications. Create comprehensive, in-depth content that covers a topic exhaustively.
• Authoritativeness: Build your reputation within your industry. Earn backlinks from respected websites, secure positive reviews, and be mentioned on reputable platforms.
• Trustworthiness: Be transparent. Clearly cite your sources, make your contact information easy to find, and ensure your website is secure (HTTPS).

For an AI, these signals are crucial indicators that your content is a reliable source worth citing.

Speak AI's Language: Schema Markup for AI Search

Schema markup is code you add to your website to help search engines understand the context of your content. For an AI, it’s like providing a perfectly organised filing cabinet instead of a messy pile of papers. It makes your data easy to parse, understand, and categorise.

Implementing schema markup for AI search is a technical but vital step. Key types of schema include:

• Article Schema: Identifies the author, publication date, and headline, reinforcing expertise and freshness.
• FAQ Schema: Directly answers common questions about a topic, making your content a perfect fit for question-based AI prompts.
• How-to Schema: Breaks down a process into clear steps, which is ideal for instructional queries.
• Organisation Schema: Clearly communicates who your business is, what you do, and where you're located, building trust.

By structuring your data, you make it incredibly simple for an AI to extract specific facts, figures, and definitions from your website to use in its answers.

Actionable Tactics to Get Cited by ChatGPT

With the foundational principles in place, you can focus on specific tactics to improve your chances of appearing in AI-generated answers.

1. Master Your Bing SEO Performance

Since ChatGPT uses Bing for live searches, excelling on Bing is no longer optional. While many SEO principles overlap with Google, it’s crucial to focus on how to rank on Bing for ChatGPT.

• Use Bing Webmaster Tools: This is non-negotiable. Submit your sitemap, monitor your site's health, and use its keyword research tools to understand what Bing users are searching for.
• Prioritise High-Quality Backlinks: Bing places a strong emphasis on backlinks from trusted, established, and relevant domains. Authority is key.
• Focus on Exact-Match Keywords: While Google's AI has become better at understanding semantic context, Bing still gives more weight to keywords appearing exactly as searched in titles, headers, and body content.
• Embrace Social Signals: Bing has historically considered social signals (likes, shares) as an indicator of authority more than Google. An active and engaged social media presence can support your Bing rankings.

2. Create Factual, Citable Content

To get cited by ChatGPT, you need to create content that is easy to quote. AI models look for clear, concise, and factual information that directly answers a potential query.

• Answer Questions Directly: Structure your content with clear headings that pose a question (e.g., "What is Generative Engine Optimisation?") and provide a direct, concise answer in the first paragraph.
• Include Data and Statistics: Use specific data points, statistics, and figures. Always cite your sources to build trustworthiness. For example, "According to a 2023 study by [Reputable Source], 58% of marketers..." is highly citable.
• Create "Definitive" Resources: Aim to create glossaries, in-depth guides, and resource pages that serve as the ultimate reference for a topic in your niche. These comprehensive pages become go-to sources for both users and AI.

3. Target Conversational Keywords and Phrases

Users interact with ChatGPT differently than they do with a traditional search bar. They use natural, conversational language and ask full questions. Your ChatGPT SEO content strategy must reflect this.

Instead of just targeting a keyword like "business tax," you should create content that answers questions like:

• "What tax deductions can a small business claim in Australia?"
• "How do I register for GST for my new business?"
• "What is the difference between an ABN and an ACN?"

Use keyword research tools to identify these long-tail, question-based queries and build specific content pages or FAQ sections around them.

The Future is Now

The rise of AI search is not a distant future; it's happening now. Businesses that adapt their digital strategies will gain a significant competitive advantage. By focusing on a robust generative engine optimization strategy, you are not just chasing a new trend. You are building a brand presence founded on authority, trust, and genuine value. These are the qualities that will be rewarded by algorithms and humans alike, no matter how the search landscape evolves.

Navigating the new frontier of AI search can be complex. If you're ready to future-proof your digital marketing and position your business for the next generation of customer engagement, the experts at Digital Treasury are here to help.