ChatGPT Search

ChatGPT search is the web search capability built into OpenAI’s ChatGPT. When a question needs current or specific information, ChatGPT searches the web, reads relevant pages and writes an answer with links to its sources. It has become a significant way for people to research products, services and businesses.

Written by Paul Hoda, SEO consultant since 2005. Last updated 8 November 2026.

How ChatGPT finds information

ChatGPT can answer in two ways:

  • From its training data: knowledge learned from large amounts of text up to a cut-off date. This shapes what it “knows” about brands and topics in general.
  • From live search: when it searches, ChatGPT uses search providers and its own crawler to retrieve current pages, then summarises them with citations.

OpenAI uses different crawlers for different purposes, for example one for search results and one for collecting training data. You can allow or block them separately in Robots.txt.

Why ChatGPT visibility matters

  • People ask ChatGPT for recommendations, such as “best SEO consultant in London” or “how to fix a slow WordPress site”.
  • Answers often mention a small number of businesses or sources, so being included is valuable.
  • ChatGPT referral traffic tends to be highly engaged, because users click with specific intent.
  • What ChatGPT says about your business shapes first impressions.

How to improve your visibility in ChatGPT

  1. Make sure your site can be crawled by OpenAI’s search crawler, and keep important content in plain HTML (Rendering).
  2. Rank well in traditional search, because ChatGPT search draws on search indexes.
  3. Be clear about who you are: consistent business name, services, location and expertise across your website and profiles (Entities).
  4. Earn mentions in trusted places: reviews, industry lists, news, directories and community discussions (Online Reviews, Digital PR).
  5. Answer questions directly with well-structured content (Answer Engine Optimisation (AEO)).
  6. Publish original, specific information such as pricing guidance, case studies and data.
  7. Keep facts up to date, especially services, prices and contact details.

I explain these steps in detail in how to rank in ChatGPT with AI SEO.

Checking what ChatGPT says about you

Ask ChatGPT the questions your customers might ask, with and without search enabled. Note whether you are mentioned, which sources are cited and whether the information is accurate. Inaccurate descriptions usually come from outdated or inconsistent information online, so correct it at the source.

Tracking ChatGPT traffic

Visits from ChatGPT usually appear as referral traffic from chatgpt.com in Google Analytics 4, sometimes with a utm_source parameter. Create a channel group or exploration for AI referrals to track trends.

ChatGPT and other AI assistants

The same principles apply to Gemini, Claude, Perplexity and Copilot. Each has its own crawlers and sources, but all reward clear, trustworthy, well-structured content from recognised brands. See AI SEO for the broader strategy.

Key Takeaways

  • ChatGPT search reads live web pages and cites sources in its answers.
  • Allow OpenAI’s search crawler and keep key content in plain HTML.
  • Strong traditional rankings make ChatGPT citations more likely.
  • Consistent business information and trusted mentions shape what ChatGPT says about you.
  • Track ChatGPT referrals in analytics and test real customer questions regularly.

Related Terms

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