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How to Position Your Business on ChatGPT and other LLMs?
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When someone asks ChatGPT for “the best [your service]” and never opens Google, does your brand even exist for them?
LLMs like ChatGPT, Perplexity, and Google’s AI Overviews already act like a new layer of search and recommendation. You can’t buy a “spot” in them (yet), but you can shape how likely they are to find, trust, and use your content.
In this guide, I’ll walk you through:
Check also: ChatGPT Statistics · What is AEO · GEO Strategy · AI Mode · AI Overview
LLMs like ChatGPT, Perplexity, and Google’s AI Overviews already act like a new layer of search and recommendation. You can’t buy a “spot” in them (yet), but you can shape how likely they are to find, trust, and use your content.
In this guide, I’ll walk you through:
- How these systems actually decide which brands and sites to use.
- How to position your site for AI Overviews, ChatGPT, Perplexity and others AI search.
Check also: ChatGPT Statistics · What is AEO · GEO Strategy · AI Mode · AI Overview
Can you really position your brand in ChatGPT and LLMs/AI search?
Can you actually position your brand on ChatGPT, Perplexity, or other LLMs?
Short answer:
LLMs don’t work like a traditional search engine with a public index and a rank-tracking tool. But they still lean on the same things you can influence: your content, your technical SEO, your brand footprint across the web, and the signals that say, “this site is safe to quote.”
That’s what this guide is about: how to position your site and your brand so ChatGPT, AI Overviews, Perplexity and other LLMs see you as the obvious answer when someone searches in your niche.
Short answer:
- No, you can’t “submit your site to ChatGPT” or buy a fixed spot like “position 1 in ChatGPT.”
- Yes, you can absolutely increase the chances that these AI systems use your brand as an example, cite your pages, or recommend your services.
LLMs don’t work like a traditional search engine with a public index and a rank-tracking tool. But they still lean on the same things you can influence: your content, your technical SEO, your brand footprint across the web, and the signals that say, “this site is safe to quote.”
That’s what this guide is about: how to position your site and your brand so ChatGPT, AI Overviews, Perplexity and other LLMs see you as the obvious answer when someone searches in your niche.
Why ChatGPT/LLMs visibility is now a real growth channel
You’ve probably noticed it yourself: sometimes you don’t “Google it” anymore. You ask ChatGPT, or try Perplexity, or tap that AI Overview box that suddenly eats half the SERP.
Your future customers do the same thing.
Instead of typing short keywords like “real estate agent [city]”, people now ask full questions like:
And here’s the key shift:
If your site is only optimized for traditional rankings, you’re missing all those AI-first journeys. You might still be in position 3 in Google, but the user never scrolls that far because the answer at the top was “good enough”.
That’s why this matters. Not because “ChatGPT is the new Google”, but because it’s another decision layer your buyers now trust.
Your future customers do the same thing.
Instead of typing short keywords like “real estate agent [city]”, people now ask full questions like:
- “Which real estate agent in [your city] is best for first-time home buyers?”
- “Who’s a reliable agent that actually helps with negotiation, not just paperwork?”
- “What’s the best way to find a good real estate agent if I’m buying my first apartment?”
And here’s the key shift:
- On Google classic, they’d see 10 blue links and decide where to click.
- In ChatGPT or AI Overviews, they get one synthesized answer with a few brands, tools, or sites mentioned by name.
If your site is only optimized for traditional rankings, you’re missing all those AI-first journeys. You might still be in position 3 in Google, but the user never scrolls that far because the answer at the top was “good enough”.
That’s why this matters. Not because “ChatGPT is the new Google”, but because it’s another decision layer your buyers now trust.
What “ranking on ChatGPT and LLMs” really means
There’s no page 1, no position 3, no rank tracker for “How to position your site on ChatGPT”. What you can influence breaks down into two very practical goals:
1. Brand mentions
When someone asks an LLM something like: “Which agencies help with AI SEO and GEO? Your brand is one of the names that comes up.
2. Source citations
Tools like Perplexity, Bing Copilot, Google AI Overview and sometimes ChatGPT with browsing will show links or cite pages they used to build the answer. Your win, when one of those citations is your content.
So when I talk about positioning on LLMs, I mean:
You can’t:
So when I talk about positioning on LLMs, I mean:
- You design your content so it’s easy to include in an AI answer.
- You structure your site so it’s easy to crawl, understand, and trust.
- You grow your brand footprint so these systems see you as a safe, credible recommendation.
You can’t:
- Force ChatGPT to index your site.
- Hard-code your way into every AI Overview.
- Guarantee a permanent “slot” for your brand.
From classic search to AI search: what actually changed
A few years ago, most searches looked like this:
Now they look more like this:
And instead of 10 links, people get:
Three big shifts you have to care about:
1. Questions got longer and more specific
People type full questions, not keyword fragments. They expect context, not just a list of links.
2. Answers moved to the top
AI Overviews, featured snippets, and chat-style answers try to solve the whole problem in one go. Links are supporting elements.
3. Clicks became rarer (but higher intent)
A lot of informational queries end with zero clicks because the AI answer is “good enough”. When someone does click after that, they’re usually much closer to taking action.
- “dentist near me”
- “best running shoes”
- “hotel in Rome”
Now they look more like this:
- “Which dentist near me is best for anxious patients and offers evening appointments?” “Compare Nike Pegasus vs Adidas Ultraboost for flat feet and daily running.”
- “Where should I stay in Rome with kids, close to the metro and under $150 a night?”
And instead of 10 links, people get:
- An AI Overview at the top of Google.
- Or they skip Google and go straight to ChatGPT, Perplexity, Gemini.
- Or they open Google AI Mode and chat with AI.
Three big shifts you have to care about:
1. Questions got longer and more specific
People type full questions, not keyword fragments. They expect context, not just a list of links.
2. Answers moved to the top
AI Overviews, featured snippets, and chat-style answers try to solve the whole problem in one go. Links are supporting elements.
3. Clicks became rarer (but higher intent)
A lot of informational queries end with zero clicks because the AI answer is “good enough”. When someone does click after that, they’re usually much closer to taking action.
How to position your website in ChatGPT and LLMs [step-by-step strategy]
1. Map the questions you want to own in LLMs
If you want to position your company on ChatGPT or rank in AI Overviews, you can’t start with keywords. You start with questions.
To figure out which questions you want to “own” :
You’ll end up with a long list. Don’t try to win them all at once. Focus on:
- “Who is the most reliable plumber near me for emergency pipe leaks?”
- “Which washing machine under $700 is best for a family of four?”
- “Where can I buy a quiet dishwasher that’s easy to install myself?”
To figure out which questions you want to “own” :
- Start with places where people already talk to you: Sales calls & discovery forms, support tickets & chat, internal site search.
- Use Google Search Console to find question-style searches.
- Let search engines and LLMs suggest more: Google “People also ask”, Perplexity’s “related questions”.
You’ll end up with a long list. Don’t try to win them all at once. Focus on:
- Questions with clear business intent.
- Questions that clearly belong to your category.
- Questions where current answers are weak, thin, or generic.
2. Make your content LLM-friendly: answer-first, structured, entity-rich
Once you know which questions you want to be the answer to, you fix the pages that should answer them.
This is where AEO (Answer Engine Optimization) meets SEO for ChatGPT”/LLMs in practice.
This is where AEO (Answer Engine Optimization) meets SEO for ChatGPT”/LLMs in practice.
- For each priority question, pick the page that should own it (or create a new one). Then refactor it into a simple pattern: Question → 30–50 word answer → proof → steps / details.
- For each main question, list typical follow-ups questions and turn them into FAQ sections. Don’t forget to add FAQPage schema so machines see it as a Q&A bundle, not random text.
- On your key pages, include: your brand name and what you specialize in, your services, your audience. Then back it with schema like Organization and/or LocalBusiness, Service, Article / BlogPosting.
- Use formats that machines (and humans) like: short paragraphs, bulleted or numbered lists for steps, tables when you compare things, descriptive headings.
💡 Growth Tip:
Take one existing guide on your site. Add:
That alone can move the needle in AI Overviews and LLM responses faster than publishing three new generic blog posts.
Take one existing guide on your site. Add:
- A 30–50 word answer at the very top.
- 3–5 FAQ questions at the bottom (with FAQ schema).
- One small comparison table.
That alone can move the needle in AI Overviews and LLM responses faster than publishing three new generic blog posts.
3. Strengthen your brand footprint for AI (mentions, PR, reviews)
You can have perfect on-page SEO and beautiful structure and still not show up in ChatGPT positioning or AI search positioning conversations.
Why? Because LLMs don’t just look at what you say about yourself. They look at who else talks about you.
Classic SEO trained everyone to obsess over anchor text and DR (Domain Rating). But LLM made a shift. Yes, backlinks are still useful, but what really matters is that your brand name + what you do appears together, repeatedly, in trusted places.
You want that kind of sentence on:
Don’t sleep on reviews and reputation. The model leans on sentiment and reputation signals across the web:
LLMs use those patterns to decide what you’re known for.
Why? Because LLMs don’t just look at what you say about yourself. They look at who else talks about you.
Classic SEO trained everyone to obsess over anchor text and DR (Domain Rating). But LLM made a shift. Yes, backlinks are still useful, but what really matters is that your brand name + what you do appears together, repeatedly, in trusted places.
You want that kind of sentence on:
- Niche blogs and industry media.
- Partner sites.
- Comparison and “best of” lists.
- Relevant communities and directories.
Don’t sleep on reviews and reputation. The model leans on sentiment and reputation signals across the web:
- Google Business Profile reviews.
- G2 / Capterra / Clutch / niche review platforms.
- Long-form testimonials and case studies on your own site.
LLMs use those patterns to decide what you’re known for.
💡 Growth Tip:
Ask yourself two simple questions:
That’s your short-term brand footprint roadmap.
Ask yourself two simple questions:
- If someone asked ChatGPT, “Which [your city] dentist is best for kids?" – would it see enough clean, consistent mentions of your brand to feel safe recommending you?
- If not, where could you realistically earn 3–5 strong mentions or reviews in the next 60 days?
That’s your short-term brand footprint roadmap.
4. Fix the technical basics so AI can actually use your site
If you want to position your site on ChatGPT or show up in AI Overviews, you still need what every crawler and AI system expects: a site it can reach, read, and trust.
- Fix obvious performance killers on your money pages (services, key guides, lead magnets).
- Compress and modernize images (WebP, reasonable sizes).
- Avoid bloated scripts you don’t actually use.
- Clean up 404s and messy redirects.
- Turn on IndexNow in Bing Webmaster Tools.
💡 Growth Tip:
If you feel overwhelmed by technical SEO, don’t start with everything. Pick just three actions:
That already makes you more “AI-ready” than a lot of sites pretending to be.
If you feel overwhelmed by technical SEO, don’t start with everything. Pick just three actions:
- Speed up 3–5 core pages.
- Fix the top 50–100 404s or broken internal links.
- Turn on IndexNow in Bing Webmaster Tools.
That already makes you more “AI-ready” than a lot of sites pretending to be.
How to know if your brand is starting to “rank” in AI?
You won’t get a neat “position 3 in ChatGPT” report. So you need to watch signals, not “rankings”.
Here’s how to check if your ChatGPT positioning / LLM positioning work is paying off.
Here’s how to check if your ChatGPT positioning / LLM positioning work is paying off.
1. Run a fixed set of AI tests every month
- Create a small test suite of prompts for which you wanted to position your website for.
- Once a month, ask these in ChatGPT, Perplexity, Gemini.
- Write down: Are you mentioned? Are your URLs cited? Are brands you know weaker than you still getting the slot?
You’re looking for trends. First you don’t appear at all. Then you show up occasionally. Then you show up more consistently.
2. Watch question-style queries and branded searches
Next, open Google Search Console (it’s free) and check:
Even if clicks are flat, rising impressions tell you Google is seeing your pages as relevant for those questions.
- Impressions for question-style queries.
Even if clicks are flat, rising impressions tell you Google is seeing your pages as relevant for those questions.
3. Track the performance of “answer pages”
Your goal is not just to “show up in ChatGPT”. Your goal is more qualified leads and consultations.
So in your analytics, tag or group:
Then track:
So in your analytics, tag or group:
- Pages that follow the answer-first model (content that you optimized for AI search).
Then track:
- How many consultation bookings or contact requests start on those pages.
- How often they appear in the path before a conversion.
- Changes over time as you upgrade structure, schema, and brand footprint.
💡 Growth Tip:
Don’t panic if CTR drops on some informational queries once you start appearing in AI Overviews or answer boxes. Zero-click is normal. Watch bookings, assisted conversions, and branded search, those tell you if your AI presence is actually moving revenue, not just graphs.
Don’t panic if CTR drops on some informational queries once you start appearing in AI Overviews or answer boxes. Zero-click is normal. Watch bookings, assisted conversions, and branded search, those tell you if your AI presence is actually moving revenue, not just graphs.
How do we do AI SEO at Concept21?
If you’ve read this far and you’re thinking, “This all makes sense, but I don’t have the time/people to actually build it” – that’s literally where my team comes in.
At Concept21, we focus on AI SEO – the mix of classic SEO, AEO, and GEO that gets your brand picked up by:
Here’s what we actually do:
If you want to stop guessing and actually see your brand show up inside AI answers, book a consultation with us at Concept21.
At Concept21, we focus on AI SEO – the mix of classic SEO, AEO, and GEO that gets your brand picked up by:
- Google (organic + AI Overviews + AI Mode)
- ChatGPT and other LLMs
- AI-powered search tools like Perplexity
Here’s what we actually do:
- AI SEO audit: where you already show up, which questions you should own but don’t.
- Roadmap: pages to fix, content to build, tech details to clean up, and which topics to tackle first.
- Answer-first content & AEO: we take your key pages and rewrite them in an answer-first structure.
- GEO & brand footprint: we plan how to get mentions and citations on domains (PR, content, partnerships) important to LLMs and AI.
- Technical clean-up for AI surfaces: we fix the worst crawl and performance issues on your key pages.
- AI visibility, reporting & testing: we set up simple, usable tracking for your AI mentions.
If you want to stop guessing and actually see your brand show up inside AI answers, book a consultation with us at Concept21.
F.A.Q
Can I really influence whether ChatGPT mentions my brand?
Yes, influence it by:
You’re increasing probability, not setting a fixed rank.
- Publishing clear, expert, answer-first content on topics you want to own.
- Building authority and mentions across other sites and platforms.
- Making your brand and services easy to understand and verify.
You’re increasing probability, not setting a fixed rank.
Is it possible to “rank” in AI Overviews?
It’s not random. Google’s AI Overview tends to pull from:
You can’t force inclusion, but you can make your pages obvious candidates.
- Pages that are already relevant and visible in classic search.
- Content that is structured, trustworthy, and easy to quote.
- Brands and sites with solid authority and consistent signals.
You can’t force inclusion, but you can make your pages obvious candidates.
Do I need separate content for Google and for LLMs?
No. You need smarter content that works for both:
One well-designed page can do both jobs.
- For Google: technically sound, relevant, complete.
- For AI/LLMs: answer-first, structured, entity-rich, easy to quote.
One well-designed page can do both jobs.
How long does it usually take to see results from AI-focused SEO?
Rough ranges (not guarantees):
- 2–6 weeks: early signals on refactored pages (better question coverage, first AI Overview appearances, improved engagement).
- 6–12+ weeks: more stable improvements in impressions, brand queries, and conversions from “answer pages”.
- 3–6 months: stronger authority patterns, more mentions, and more consistent presence in AI answers, if you keep publishing and improving.
Can a smaller brand really compete with big players in AI search?
Yes, especially on specific questions and niches.
You probably won’t be the main source for “what is artificial intelligence”, but you can be:
And a key detail: Google AI Overview often cites pages outside the top 10, if they give a clearer, better-structured answer.
You probably won’t be the main source for “what is artificial intelligence”, but you can be:
- The go-to answer for “how to optimize SEO for AI in [your niche]”
- The recommended provider for “[service] in [your city] for [specific client type]”
And a key detail: Google AI Overview often cites pages outside the top 10, if they give a clearer, better-structured answer.
Talk to a AI SEO Expert Now
Let us help you rank better and drive more qualified traffic!
Optimize today!
Karol Andruszkow
Co-founder and CEO of Concept21
Co-founder and CEO of Concept21
Karol is a serial entrepreneur, e-commerce speaker, and founder of 3 startups. He advised hundreds of companies and led projects worth over EUR 50 million for financial institutions across Europe.
He earned two master's degrees – Computer Science and Marketing Management – in Poland and Portugal. He has 10+ years of experience in Silicon Valley, Poland, Portugal, USA, and UK, helping startups, financial institutions, and SMEs improve operations through digitization.
He earned two master's degrees – Computer Science and Marketing Management – in Poland and Portugal. He has 10+ years of experience in Silicon Valley, Poland, Portugal, USA, and UK, helping startups, financial institutions, and SMEs improve operations through digitization.
Karol Andruszkow
Co-founder and CEO of Concept21
Co-founder and CEO of Concept21
Karol is a serial entrepreneur, e-commerce speaker, and founder of 3 startups. He advised hundreds of companies and led projects worth over EUR 50 million for financial institutions across Europe.
He earned two master's degrees – Computer Science and Marketing Management – in Poland and Portugal. He has 10+ years of experience in Silicon Valley, Poland, Portugal, USA, and UK, helping startups, financial institutions, and SMEs improve operations through digitization.
He earned two master's degrees – Computer Science and Marketing Management – in Poland and Portugal. He has 10+ years of experience in Silicon Valley, Poland, Portugal, USA, and UK, helping startups, financial institutions, and SMEs improve operations through digitization.
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