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ChatGPT SEO
ChatGPT turns a question into web searches, retrieves pages and cites the ones it uses. Eligibility starts with one crawler, and credit depends on what the cited passage says.
How it works
Where ChatGPT gets its sources
OAI-SearchBot
OpenAI's search crawler. OpenAI states that sites opted out of it are not shown in ChatGPT search answers.
Outside search providers
OpenAI names Bing among the providers it retrieves from, alongside partner content.
GPTBot
The training crawler. Blocking it does not remove a site from ChatGPT search.
ChatGPT-User
Fetches a page when a user asks ChatGPT to read it. It isn't used to decide search eligibility.
Common issues
What we usually find on ChatGPT
Issues
- OAI-SearchBot blocked by a CDN or firewall bot rule
- Key pages never submitted to Bing Webmaster Tools
- Answer passages that describe the product category without naming the product
- Missing from the review platforms ChatGPT cites for software shortlists
What we optimise
- Allow OAI-SearchBot and confirm it reaches key templates
- Bing indexation with sitemaps and IndexNow
- Passage rewrites that name the product in the opening lines
- Review platform and comparison article coverage
- ChatGPT referral tracking in GA4
Proof
Related client work
Paylists
Peppol e-invoicing SaaS7European markets in one AI citation programmeHover or tapPaylists
- Challenge
- Seven markets, each with its own questions and sources.
- Result
- An ongoing programme prioritised by prompt impact.
SALTO Systems
Access control technology1 in 44smart-access answers recommended SALTOHover or tapSALTO Systems
- Challenge
- Competitors named more often on buying prompts.
- Result
- A category page plan to turn mentions into recommendations.
eLogii
Route optimisation SaaS+51%US organic clicks month on monthHover or tapeLogii
- Challenge
- Organic clicks fell sharply after a Google core update.
- Result
- US clicks +51% and demo requests at a 2026 high.
Fill
E-signature SaaS+88.9%revenue, with organic traffic +153%Hover or tapFill
- Challenge
- Technical, keyword and AI work needed joining up.
- Result
- Revenue +88.9% and organic traffic +153%.
FAQ
ChatGPT questions
What is ChatGPT SEO?
ChatGPT SEO is the work of getting a brand found, cited and named when ChatGPT searches the web to answer a question. It covers crawler access, Bing indexation, answer passages that name the brand and the third-party sources ChatGPT cites.
How is SEO for ChatGPT done?
Allow OAI-SearchBot in robots.txt and CDN rules, get key pages indexed in Bing, write answer-first passages that name the product, add structured data and earn coverage on the review platforms and comparison articles ChatGPT cites for the category.
How does a website get indexed in ChatGPT?
ChatGPT has no submission form. Its search draws on OpenAI's own OAI-SearchBot crawl and outside providers, with Bing named. Allowing OAI-SearchBot and getting pages into Bing, using Bing Webmaster Tools and IndexNow, are the practical steps.
How does a brand rank in ChatGPT search?
ChatGPT has no fixed ranking. It assembles an answer from the pages it retrieves. Brands that are retrieved, quoted and named most consistently are the ones whose pages answer the question directly and who appear in the sources ChatGPT trusts.
Will ChatGPT replace SEO?
ChatGPT changes where buyers ask questions, but it still relies on web pages and search indexes to answer them. The work shifts towards being cited and named in answers, which depends on the same foundations as SEO.
Does ChatGPT use Google or Bing?
OpenAI names Bing as a search provider, alongside its own OAI-SearchBot crawl. Bing indexation is a practical requirement; Google rankings don't carry over directly.
Does blocking GPTBot remove a site from ChatGPT?
No. GPTBot is the training crawler. Search eligibility is controlled by OAI-SearchBot.
Other platforms: AI Overviews · Gemini · Perplexity · Copilot
See how the brand performs on ChatGPT.
The AI Visibility Audit tests ChatGPT alongside four other AI platforms. £1,500.