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ChatGPT has quickly become more than a chatbot it’s now a go-to source for answers, recommendations, and decision-making support. As users increasingly rely on AI to research products, services, and ideas, a new question is emerging for business owners and digital marketers: How do I get my website to show up in those answers?
The truth is, appearing in ChatGPT responses isn’t random. It often pulls content from trusted sources surfaced through Bing Search, especially when web browsing is enabled. If your site is already optimised for SEO with clear structure, relevant keywords, and high-quality content you’re already on the right track.
But to increase your websites chances of being cited or referenced by ChatGPT, here are 5 additional steps worth taking.
If you want your website to appear in ChatGPT responses, being visible in Bing’s search index is essential. That’s because when ChatGPT’s browsing feature is enabled, it uses Bing Search, NOT Google, to retrieve live information. This is a direct result of OpenAI’s partnership with Microsoft, which powers both Bing and the AI infrastructure behind ChatGPT.
Even if your website ranks well on Google, that alone won’t make it eligible to appear in ChatGPT’s answers. If Bing hasn’t indexed your site or if it ranks poorly there your content simply won’t be part of the pool ChatGPT draws from.
To get indexed by Bing, start by submitting your sitemap through Bing Webmaster Tools. Make sure your robots.txt file doesn’t block Bing’s crawler (bingbot) and that your pages include basic SEO best practices like title tags, meta descriptions, and internal linking.
This is a foundational step.
If Bing can’t find or understand your website, neither can ChatGPT… no matter how good your content is.
ChatGPT is designed to answer questions so it favors content that’s written with that exact purpose in mind. If your website provides clear, direct answers to common questions in your industry, it’s far more likely to be referenced or cited in AI-generated responses.
This is where traditional SEO overlaps with AI optimisation. Rather than just targeting keywords, focus on solving real problems for your audience. Think “What does someone actually want to know?” and then structure your content around that. Use headings like “What is the best way to X?” or “How much does Y cost?” to match the natural language people use in AI tools and search engines alike.
Equally important is content quality. Vague or overly generic writing won’t cut it. ChatGPT tends to pull from well-structured, informative content that demonstrates expertise. Aim for value, not volume. A handful of pages that clearly and helpfully answer niche questions will do more for your visibility in AI platforms than doens of thin blog posts ever could.
This article is an example of this practice!
While AI-driven tools like ChatGPT are reshaping how people find information, the foundations of good SEO still matter and often determine whether your site is included in AI-generated answers. ChatGPT sources content from websites that demonstrate strong EEAT:
Experience, Expertise, Authoritativeness, and Trustworthiness.
To meet this standard, ensure your website includes real-world insights, clear author attribution, and trustworthy content. Case studies, testimonials, and expert bios all help establish credibility. But structure matters too, ChatGPT reads the web like a human with a highlighter. Use clear headings, concise paragraphs, bullet points, and well-defined sections to make your content easy to parse.
Don’t forget the basics: optimise your title tags, meta descriptions, and internal linking. These traditional SEO signals help search engines understand your content and that clarity increases the likelihood that Bing (and by extension, ChatGPT) will surface it as a source when generating responses.
Schema markup is a behind-the-scenes code that helps search engines and AI tools like ChatGPT better understand what your content is about. Think of it as adding labels to the important parts of your website, like your business hours, reviews, services, or FAQs.
When you use structured data correctly, your content becomes easier to find, interpret, and display in rich formats. This not only helps your site stand out in traditional search results but also increases the chance it will be pulled into AI-generated answers.
The good news?
You don’t need to code it yourself. Website platforms like WordPress or Shopify offer plugins or apps that make adding schema yourself possible.
Search engines and AI tools like ChatGPT pay attention to which websites are trusted and one of the biggest trust signals is backlinks. A backlink is simply when another website links to yours. The more high-quality sites that link to your content, the more credible your site appears.
This matters because ChatGPT often pulls from websites that are seen as authoritative. If your site is mentioned or linked to by industry blogs, news outlets, or well-ranked websites, your chances of being included in AI-generated answers go up.
Start by writing helpful content others want to reference, getting listed in relevant directories, or partnering with local businesses to cross-promote. Focus on quality over quantity, one good link is worth more than ten low-quality ones.
Final Thoughts: Getting Found in the Age of AI Search
By combining strong SEO fundamentals with AI-friendly strategies like structured content, Bing indexing, and quality backlinks, you can increase the chances of your website appearing in ChatGPT answers. If you’re unsure where to start or want expert help optimising your site for the next generation of search, reach out for personalised advice.
NZ Digital are a Auckland based digital marketing agency, we offer a wide range of done for you digital marketing and lead generation services. If you have more questions or would like to book a FREE Digital Marketing consult please schedule a call with us.
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