- March 5th 2026
- Blog,Content Strategy,digital marketing,Marketing Analytics,SEO,SEO News,SEO Strategy
Getting found on ChatGPT: 4 proactive tips
Quick takeaway:
We report back from the recent event held by The Marketing Meetup, where Leapfrog’s Geoff Roy explored getting found on ChatGPT, covering how businesses can position and leverage their websites to be visible to prospective leads by getting found on ChatGPT and other AI assistants. Tips include best practice SEO, re-structured content, and installing LLMS.txt files.
Why are we here?
Visibility across AI is a topic that’s seemingly always being covered in presentations, webinars and forums at the moment. So why are we here? It’s something to discuss because the patterns and changes are actively altering the marketing process at all stages of the funnel.
From an SEO perspective, there are two angles we need to come from. Firstly there are the changes in search process and behaviour that we need to understand in order to form a strategy. Secondly, there are new and evolving techniques that we need to employ in order to harness these new platforms to promote our clients’ services.
Ultimately, though, best practice wins out. Putting the human user first when you look at content journeys, user experience, and the words that you use. Good old fashioned SEO still has a place, alongside good even-more-old-fashioned PR.
ChatGPT and search behaviour
The massive uptake of ChatGPT and other AI assistants, most notably Claude, in the realm of search is reflective of wider societal changes in how we use technology. Only 19% of ChatGPT prompts are actually searching for information, which is a massive change from how people have used Google over the last 20 years. Google is losing search share, but it’s still the dominant destination for search, with ChatGPT used for 15% of all searches and holding 70% of AI search share by the end of 2025.
So what’s going on here from a behavioural perspective? The AI assistant model provides answers, yes, but it’s a dialogue. Users converse, refine ideas, and explore with their AI assistant rather than request information. There’s not been a direct switch from Google to ChatGPT. More likely, users often employ both: an AI assistant to explore and research, and Google to then locate the supplier or service that they want. Ultimately for our clients, this means that visibility and clicks are down.
UPDATE: We have to note the massive increase of users uninstalling ChatGPT as of 2nd February 2026 following Open AI’s agreement with US Government military use coming hot on the heels of their introduction of ads having previously declared there would be none. There’s a lot of change driving consumer AI use, and it all seems to highlight the importance of humanity and trust sitting at the heart of user decision making.
Where does Google sit?
Of course, Google itself is changing as an experience. The introduction of AI Overviews has pushed both sponsored and organic search results further down the page. And we all know that user behaviour points to people not wanting to scroll or dig too much for their information. That much hasn’t changed! In fact, the adoption of AI assistants is demonstrative of that very behaviour, since for the user it’s a path of even less resistance than a traditional search engine. We’re not saying that humans are lazy… but we do prefer the less effort approach in many instances!
Getting found on ChatGPT – a how to:
So, alongside your existing SEO activity to build and maintain website visibility, you’ll need to add in some additional techniques for getting found on ChatGPT. There are whole swathes of AI assistant queries which may well use your content, but not necessarily provide links to your website as a source, or mention your brand. This means that you need to target queries in a much more targeted way than we’re used to with traditional keywords.
It’s all still an emerging technology, so things change all the time. But these things will help you:
Brand authority and PR
To combat the early AI reputation of providing incorrect and fantastical information, current AI models favour high-authority websites and big brands. So one of the best things you can do is to build your website’s authority. Backlinks are traditional SEO, and you need to do this but go further. Employ traditional PR to backlink your site to high authority news and industry publications, and provide good customer service to increase positive feedback on forums like Reddit. It’s all very old fashioned and honest. No bad thing, really!
Content structure
Content is still important; it still needs to be regular, informative, and engaging. But as well as being written for the human reader, it should be structured for the LLM to process. You’ll notice that this blog begins with a ‘Quick Takeaway’ to summarise the content, followed by a table of contents to signal where information can be found. The headings follow a hierarchical structure from H1 to H3 without skipping over any level. When it’s relevant, display information in a table or bullet points.
Build tools and assets
We’ve mentioned that AI assistants often answer user queries without providing links to sources. Obviously this makes it tricky to drive traffic from them to your website. To make your website a more desirable destination, create and publish resources that the AI assistants can’t lift. These useful assets might include calculators, workbooks, interactive tools, and reports. This should form a core part of your content strategy alongside blog articles and social media.
Frameworks & schema
Those Large Language Models on which AI assistants are built? They love structure! Add frameworks, schema, and llms.txt files to help them digest your website. In this, at least, the tech is like us humans – it takes the path of least resistance!
Data and reporting changes
Reporting on visibility is probably one of the biggest challenges. It’s where we’ll need to adapt both agency and client side. Where we’re used to being able to provide comprehensive keyword data, things are going to get a lot more muddy. Data involving the prompts and queries people use is limited. As is the data that reveals where you’re showing up. At Leapfrog, we’re already working on evolving our reporting interface so that we can glean as much information as possible.
Quality over quantity
So it’s a reality that we’re all going to experience fewer clicks to our websites. With a whole load of user research taking place on ChatGPT first, there’s limited traffic leaving the AI discourse. But when you do get that click, there’s data that suggests that you’re pretty certain of a conversion. That’s a 400% increase to be precise. It’s genuinely exciting potential, and conversion rates over clicks is likely to become a more accurate metric.
For those queries where AI assistants do share source links, there are often just 3 or 4 results, so it’s a less competitive space, when you compare this to a full page of 10 Google results.
In SEO, we’re used to constantly evolving and adapting. Google’s algorithm updates have always changed the landscape incrementally, and it’s always been with a view to increasing quality. Now that the Google monopoly is being challenged (which is in itself a good thing), things are changing radically and quickly. It’s important to look at these changes, too, as a drive for increased quality. High quality branding, content, service, feedback, and web performance will all help your business to maximise both AI and search channels in promoting your services. We’re evolving with the tech, so why not come along with us?
Leapfrog Internet Marketing is an agency helping businesses to increase their online visibility to generate leads and drive conversions. Get in touch to work with us.
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