How to Get Chatbot Mentions with a Solid Content Marketing Strategy

Does ChatGPT know who you are? As AI chatbots become an increasingly integral part of daily life, many people are using them instead of regular search engines. Marketing strategies will need to adapt, but a solid content marketing strategy can help you get chatbot mentions.

Could Chatbots Replace Google?

Google still reigns supreme when it comes to search activity. According to Search Engine Land, Google search is 373 times bigger than ChatGPT search.

Nevertheless, AI is changing search. For one thing, even Google search often includes AI results since Google has rolled out its AI overviews. For another thing, some users seem to prefer AI chatbots over traditional search engines.

Tools like ChatGPT are still fairly new. According to TechCrunch, ChatGPT earned recognition as the fastest growing app to reach 100 million month active users in just two months after its November 2022 launch. Since then, the AI tool has continued to demonstrate impressive growth. By February 2025, ChatGPT had 400 million weekly active users.

People use ChatGPT in a lot of ways, and that can include tasks that were previously completed via search. According to Yahoo News, a study conducted by Future Publishing found that 27% of Americans surveyed use AI chatbots instead of traditional search engines.

The impact could be huge. Gartner has predicted that search engine volume will drop by 25% by 2026 as AI chatbots and virtual agents replace other means of search.

Change is happening, and it’s happening fast. Businesses need to be ready.

Is ChatGPT Sending Users to Your Site?

Businesses put a lot of resources into trying to rank on Google search. Now that tools like ChatGPT are poised to take some of the search market, it makes sense to wonder whether these tools are recommending your business or sending people to your site.

You can try out some prompts and see how ChatGPT responds. Go to ChatGPT and enter a prompt in the text box. You can try something like:

• Who are some trustworthy insurance agents in (your city)?
• Who is the best insurance agent for business insurance in (your city)?
• I need car insurance in (your city). Where should I go?

Then see who pops up in the reply. Hopefully, your agency will be on the list.

You can also check for ChatGPT referrals in Google Analytics 4. To do so, you’ll need to go to “Acquisition,” then “Traffic acquisition,” and then choose Session source/medium” from the dropdown menu. Enter “gpt” in the search box.

According to Practical Ecommerce, ChatGPT is still typically a small source of traffic, and it may not even show up because the volume is so small. However, it’s becoming a more valuable source, and it tends to involve high levels of engagement.

Gettig ChatGPT to Mention You

If ChatGPT and other AI chatbots are already mentioning you and sending you traffic, great! Now you just need to maintain your online presence to ensure that this doesn’t change. If AI chatbots aren’t mentioning you, this is something to work on.

The process of optimizing your online presence for AI chatbots is sometimes called Generative Engine Optimization, or GEO. In many ways, getting ChatGPT search to recommend your business is similar to trying to get a regular search engine to rank your website highly – a strong online presence can help your brand stand out online. However, there are some differences between traditional SEO and GEO.

A study on GEO techniques found that keyword stuffing was not successful. However, adding credible quotations and relevant statistics and citing reliable sources were successful. Other high-performing GEO strategies included making content that was both authoritative and easy-to-understand.

Search Engine Journal has some additional suggestions. On a technical level, you need to make sure large language models can crawl your website by setting up the robots.txt file on your website’s server. It can also be helpful to get your business mentioned on sites like Reddit and Wikipedia, which may be used to train large language models. In terms of your content, although keyword stuffing is not helpful, long-tail keywords may be. Focus on the phrases people might use when creating a ChatGPT prompt. You should also optimize your About page.

In light of this information, here are some content strategies to try:

• Maintain a blog with high-value, well-researched content that cites reliable sources and includes relevant quotations and statistics.
• Create a strong About page for your website.
• Ensure that all content is well-written and easy to understand.

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