Search is changing fast. Alongside Google’s familiar results, more people are getting answers from AI assistants like ChatGPT. That shift creates a new kind of visibility goal: not just ranking in blue links, but becoming a trusted source that AI systems choose to reference.
At Jazel, we think of this as GEO, or Generative Engine Optimization. With a combination of factors like authority, clarity, performance, and content depth, you increase the odds your website is cited when users ask questions in ChatGPT. Below is a straightforward, action-oriented approach you can apply to your site right now based on some research done by SE Ranking. It is important to remember that AI answers aren’t guaranteed and citations vary by prompt, which LLM is being used, and context. These steps focus on improving the signals that tend to increase visibility across search and AI-assisted discovery.
Build real authority (not just “more content”) – One of the strongest signals that influences whether ChatGPT references a domain is overall authority, especially demonstrated through quality backlinks from many unique websites. In other words, it’s not only how many links you have, but how many different reputable domains point to you.
Our takeaway: Invest in strategies that earn diverse, legitimate referrals:
- Digital PR and local/community coverage
- Partner and vendor links
- Data-backed content and original topics/ideas
- Citations from relevant directory and review sites
When your site is consistently validated across the web, AI systems have more reason to treat you as a reliable source.
Win in Google search to improve GEO – This might surprise some folks, but traditional SEO still matters a lot when it comes to GEO. Sites that attract more search visitors tend to show up more often in ChatGPT citations. And pages that rank reasonably well (not just position #1) are more likely to be referenced than pages stuck far down the results.
Our takeaway: Treat Google performance as fuel for AI visibility:
- Grow qualified organic traffic, not just clicks
- Improve average ranking positions across topic clusters
- Strengthen internal linking to distribute authority
If Google consistently “trusts” your pages, you’re building the same credibility signals AI models lean on.
Make your homepage an organic traffic magnet – Here’s a nuance most brands miss: it’s not just traffic to relevant pages that helps when getting AI citations. Strong organic traffic to your homepage is a major indicator of brand trust and navigational demand, which are signals that correlate with being referenced more often by ChatGPT.
Our takeaway: Your homepage should be optimized like a high-value landing page and a brand authority hub:
- Clear positioning and service relevance
- Strong title/meta description for branded + core category searches
- Helpful internal pathways to your best resources
- Technical excellence (speed, indexing, structured navigation)
Publish content that actually covers the topic (deeply) – AI systems tend to prefer pages that feel “complete”, like the kind users would bookmark and rely on. Thorough, long-form pages that are well-written and well-supported often earn significantly more citations than thin or surface-level pieces.
Our takeaway: Aim for topic coverage, not word count for its own sake:
- Explain concepts clearly
- Include examples, steps, and context
- Add supporting statistics and sources
- Address related sub-questions users naturally ask
When content reduces the need to look elsewhere, it becomes a better candidate to cite.
Format content for scanning and comprehension – Structure matters. Pages that are easy to skim, without being shallow, tend to perform better. A highly effective pattern is to break content into digestible sections under headings, each long enough to deliver a complete thought.
Our takeaway: Create a “reader-first” layout:
- Use descriptive H2s/H3s
- Keep blocks of text substantial but not overwhelming
- Avoid tiny, choppy sections that don’t fully answer anything
A clean structure helps both humans and AI systems interpret the page quickly and accurately.
Refresh your best pages quarterly – Freshness is a competitive edge. Pages updated recently tend to attract more attention and engagement, and they’re also more likely to be cited than stale pages that haven’t been touched in months (or years).
Our takeaway: Put content updates on a schedule:
- Swap in newer stats
- Add a new section based on emerging trends
- Expand FAQs as search behavior evolves
- Improve internal linking to newer supporting content
This doesn’t mean rewriting everything. Small, consistent improvements compound over time.
Use question-led titles and include FAQs – A simple shift can make a real difference: phrasing key pages as questions (or including question-based H1s) aligns with how people ask ChatGPT for help. FAQ sections also help because they mirror conversational prompts.
Our takeaway: Add conversation-friendly signals:
- Blog titles like “How do I…” “What is…” “Best way to…”
- An H1 that matches the user’s real-world question
- An FAQ section embedded in the main content (not hidden away)
This is especially powerful when your site is still building authority, because clarity and direct relevance can help you compete.
Maintain third-party trust signals (reviews matter) – AI assistants often look for signs that a business is legitimate and reputable beyond its own website. Having complete profiles on major review platforms is a strong credibility amplifier.
Our takeaway: Claim and actively manage your presence on:
- Google Business Profile
- Industry review sites relevant to your niche
- Local directories (where appropriate)
- Partner/vendor marketplaces
Consistency across the web builds trust and reduces doubt.
Improve Core Web Vitals – The performance and UX of your website is more important than ever. Fast experiences are associated with higher likelihood of being cited compared with slow, heavy pages.
Our takeaway: Treat speed like a growth lever:
- Reduce JavaScript bloat
- Compress and properly size images
- Improve INP responsiveness (interaction delays hurt)
- Optimize LCP/FCP (first meaningful load matters)
- Monitor Speed Index regularly
A faster site creates better engagement signals, and makes your content more “usable” as a reference.
Don’t over-focus on LLMs.txt – It’s tempting to chase new technical shortcuts. But some emerging tactics, like adding an LLMs.txt file, don’t appear to meaningfully increase citation likelihood. In other words, it’s not a priority compared to authority, content quality, and overall website performance.
Our takeaway: If you’re choosing where to put effort, prioritize what consistently works:
- Domain authority growth and organic visibility
- Great homepage performance
- In-depth, well-structured, updated content
- Strong reviews and local search presence
- Real site speed improvements
Want Jazel to help optimize your site for ChatGPT?
If you’re ready to improve how your business shows up in AI-driven search, Jazel can help with technical SEO, content strategy, performance optimization, review management, managed directory listings, and website improvements designed to increase both Google rankings and AI citations. Click the button below to get a free audit for your website and see how we can help your business.