Ever wonder why some businesses appear in ChatGPT… and yours doesn’t? You’re not alone.
As ChatGPT and other AI search tools become more popular, more business owners are asking the same thing:
“How do I get my website to show up in ChatGPT answers?”
The truth is, ChatGPT doesn’t work like Google — but it does pull information from real websites like yours.
And if your site isn’t properly set up to be found by ChatGPT’s web search tools, you’re missing out on a growing stream of AI-driven traffic.
In this guide, we’ll break it all down:
- How ChatGPT finds and pulls content from websites
- What you need to do to actually get listed
- A step-by-step checklist you can follow
- Why Bing and your site’s SEO setup matter more than you might think
- And some quick wins you can do today to give your site a better chance of showing up
Whether you run a local service, an eCommerce store, or just want to futureproof your SEO, this guide will show you what to focus on — and what to skip.
How Does ChatGPT Find Website Content?
First things first: ChatGPT doesn’t have its own version of Google.
Instead, it uses a mix of:
- Bing search results
- A special crawler called oai-user (OpenAI’s bot)
- Other publicly available website data
This means:
If your website is well-optimised for Bing and open to being crawled, you’ve got a much better chance of showing up when someone asks ChatGPT a question related to your business or services.
There’s no form to submit your site to ChatGPT — but you can take a few simple steps to help it find you.
How to Get Your Website to Show Up in ChatGPT (Step-by-Step)
1. Set Up Bing Webmaster Tools
ChatGPT relies on Bing search data. So if you’re only focused on Google rankings, you’re missing a trick.
Steps:
- Go to Bing Webmaster Tools and create an account
- Submit your sitemap (usually
yourdomain.com/sitemap.xml) - Check your indexing status
Need help with this? Our SEO Starter Package includes full setup.
2. Allow OpenAI’s Crawler to Access Your Site
ChatGPT uses the crawler oai-user to fetch content.
What to do:
- Check your site’s
robots.txtfile - Make sure it doesn’t block this crawler
Avoid this line:
User-agent: oai-user Disallow: /If you’re unsure, reach out or book a mini SEO audit and we’ll check it for you.
3. Optimise Your Content for Natural Language
ChatGPT favours pages that read like real answers to real questions.
Tips:
- Write in a human, helpful tone
- Use headings that match questions people ask (like this blog)
- Create content that directly answers those questions in 50–80 words, then explains more below
Our AI-Powered SEO Services include natural language optimisation built specifically for AI search tools.
4. Add FAQ Schema Markup
Schema helps AI tools understand the context of your content.
Use it for:
- FAQs
- Services
- Product descriptions
If you’re on WordPress, plugins like Rank Math or Yoast SEO can help add schema without coding.
5. Build Trust & Authority Signals
AI tools look for indicators that your site is credible.
Helpful signals include:
- Google reviews
- Testimonials
- Clear contact information
- Backlinks from local directories or industry sites
Quick Checklist: How to Help Your Website Appear in ChatGPT
| Task | Done? |
|---|---|
| Set up Bing Webmaster Tools and submit sitemap | ☑ or ☐ |
| Allow OpenAI’s crawler (oai-user) in robots.txt | ☑ or ☐ |
| Write clear, helpful, question-based content | ☑ or ☐ |
| Add FAQ schema to relevant pages | ☑ or ☐ |
| Improve trust signals (reviews, citations, contact info) | ☑ or ☐ |
| Build local backlinks and directory listings | ☑ or ☐ |
FAQs: Answering Common ChatGPT SEO Questions
How do I submit my website to ChatGPT?
You can’t submit your website directly to ChatGPT like you would to a search engine. Instead, make sure:
– Your site is indexed by Bing
– OpenAI’s crawler can access your pages
– Your content is useful, clear and answers real questions
How do I get ChatGPT to refer my website?
ChatGPT pulls answers from trustworthy, crawlable sources. If your site is optimised and visible, it can be referenced in AI responses. To improve your chances:
– Use schema
– Build authority
– Write clear content that matches searcher questions
Can I integrate ChatGPT with my website?
Yes. You can embed a ChatGPT chatbot or create a custom AI-powered assistant using OpenAI’s API. This is different from showing up in ChatGPT answers, but it can improve user experience on your own site.
How much does it cost to appear in ChatGPT?
It’s free — but it requires SEO setup. There’s no paid placement model (like Google Ads), so it comes down to content quality, crawlability, and Bing indexing.
Final Thoughts: Get Ahead of AI-First Search
Search is changing — fast. ChatGPT, Google’s SGE, and AI-powered assistants are reshaping how people discover businesses online.
The good news? If your website is already following SEO best practices, you’re well on your way. And if you’re not there yet, now is the perfect time to start.
If you’d like help making your website AI-friendly, check out our AI-Powered SEO Services — or book a quick call and we’ll show you what needs to change.
