As artificial intelligence continues to evolve, AI-powered platforms and Large Language Models (LLMs) like ChatGPT are transforming how content is discovered, consumed, and ranked. Users are no longer relying solely on Google to find information – they’re increasingly turning to generative AI tools for instant, conversational answers.

This marks the rise of Generative Engine Optimisation (GEO), a new discipline within digital marketing. Just as SEO helped brands succeed in search engines, GEO focuses on making your content visible, relevant, and cited in AI-generated responses.

In this article, we’ll explore what it means to rank in ChatGPT and other LLMs, why it matters, and how you can adapt your content strategy to succeed in this new AI-driven landscape.

What is Ranking in ChatGPT and Other LLMs?

Unlike Google, where content competes for positions on search engine results pages (SERPs), ChatGPT and other LLMs don’t “rank” websites in the traditional sense. Instead, they generate answers in real time based on their training data and, in some cases, live web integrations.

These models are trained on vast datasets, including web pages, articles, books, and more. When a user asks a question, the AI doesn’t fetch results like a search engine. It generates an answer using context and patterns it has learned.

For businesses, the goal of ranking in ChatGPT is to have their content featured, cited, or paraphrased in these responses. This visibility can influence brand awareness, user engagement, and even lead generation. In other words, GEO is about making your content AI-friendly so that LLMs use it when generating responses.

Key Factors for Ranking in LLMs

Since LLMs don’t operate like traditional search engines, the way they evaluate content is different. Here are the main factors that matter:

Relevance and Context

LLMs respond to specific prompts, so your content needs to directly answer common user questions, addressing specific questions or pain points clearly. Hyper-relevant, context-driven content has a much higher chance of being surfaced.

Semantic Understanding

LLMs don’t match exact keywords; they interpret meaning. Content that aligns with the intent behind user queries is more likely to rank in AI. This means understanding not just what users are searching for, but why.

Quality and Comprehensiveness

LLMs prefer in-depth, well-structured content. Long-form resources that cover a topic thoroughly provide more material for AI to reference, improving the chances of inclusion in answers.

Natural Language Processing (NLP)

The model evaluates how naturally the content reads. Conversational tone, fluid grammar, and clarity all contribute to whether the content is selected for use in responses.

Optimising for Conversational Content

Because ChatGPT mimics human dialogue, content written in a conversational, easy-to-read tone is more likely to be incorporated.

Structured Formatting

Clear headings, subheadings, and bullet points help AI models interpret your content. Just like with SEO, structured content makes your pages easier to analyse and use.

Optimising Content for ChatGPT and Other LLMs

To rank in ChatGPT and other AI-powered platforms, businesses need to rethink their content strategy. Here are practical steps:

Answer Intent

Build content around FAQs and problem-solving queries. For example, instead of only writing a guide on “SEO strategies,” create posts like “How do I improve SEO for e-commerce websites?” These mirror the type of prompts users enter into ChatGPT.

Favourability and Discoverability

Make sure your content is accessible to AI. Check your robots.txt file to ensure LLMs aren’t being blocked from crawling your website. If your pages aren’t visible, they won’t be used.

Use Structured Data and Headings

Just as with SEO, a clear structure helps LLMs interpret your content. Use H2s, H3s, and bullet points to organise content logically. This makes it easier for AI models to extract key information.

Optimise for Conversational Prompts

Anticipate the kinds of questions users might ask ChatGPT and create content that clearly answers them. You can even mimic the tone and phrasing used in typical AI prompts.

Encourage Engagement

LLMs are increasingly incorporating data from user engagement. Encourage comments, shares, and user interaction to boost the perceived authority and relevance of your content.

Consider Training Custom Models

For organisations with access to proprietary data, training a custom LLM can be a powerful way to make certain your content is surfaced in very niche or specific contexts.

Blend SEO and GEO

Don’t abandon traditional SEO. Ranking in Google still supports visibility and authority. But optimise for GEO alongside SEO by focusing on clarity, context, and semantic relevance.

Monitoring and Measuring AI Ranking Success

One challenge with GEO is that you can’t track “rankings” the same way you do in Google. Instead, success must be measured differently:

Tracking LLM Performance

Monitor traffic sources and note any increases from platforms using AI integrations. Also, look at lead quality, bounce rates, and time on site to understand how AI-generated traffic is engaging with your content.

Feedback Loops

Create mechanisms for users to tell you where they found your content, whether it was via ChatGPT, Bard, or another LLM. Use this data to improve and fine-tune your content strategy.

Adjust Based on Insights

If certain content types are more likely to be surfaced by LLMs, double down on those formats. Continuously evolve your approach based on what’s getting attention and what’s not.

The Future of Ranking in LLMs

LLMs are rapidly shaping how users discover and interact with content. Here’s what to expect:

AI Will Dominate Discovery

More consumers will turn to ChatGPT-like platforms instead of Google.

Hybrid SEO + GEO

Businesses will need strategies that combine both SEO and GEO for maximum visibility.

Constant Evolution

As LLMs update, businesses must stay agile and update their content accordingly.

Custom AI Models

Larger organisations may even train domain-specific LLMs to influence how niche content is surfaced.

For a more traditional approach, see our Search Engine Optimisation services. To complement that with powerful content strategies, explore our Content Marketing services.

Final Thoughts

Ranking in ChatGPT and other LLMs isn’t about manipulating algorithms – it’s about creating high-quality, intent-driven, conversational content that aligns with how AI understands and shares information.

The businesses that embrace Generative Engine Optimisation today will gain a critical advantage tomorrow. By focusing on clarity, semantic relevance, and user intent, your content can become a go-to resource not only for people but also for the AI tools they increasingly rely on.

Now is the time to adapt. Audit your content, optimise for conversational relevance, and future-proof your digital strategy for the AI-driven era of discovery.