04 Aug How to Show up in ChatGPT:4 Smart Ways to Get Found in AI Search
Most people are still writing SEO optimised content for Google… but the way we search is changing.
Five key take aways for ranking in ChatGPT:
➔ AI responds to real prompts, rather than vague keywords and search terms. Think about full questions your clients would be asking ChatGPT and write questions to answer those more human prompts.
➔ Consistency builds authority — ChatGPT “reads” your homepage, bios, blogs, and news stories. Say the same thing across all of them to help create a consistent narrative about your business.
➔ Structure matters — Use clear H2s and H3s with long-tail search phrases like “how to attract clients through Instagram”, rather than e.g. “Key points”. (Look at the title of this section as an example!)
➔ Transcripts and show notes boost discoverability — AI can’t watch your video, but it can read everything around it. Use show notes to ‘tell’ ChatGPT what’s in your video and use it as a chance to create content that ChatGPT could return in answers.
➔ You can check your rankings — Tools like SEMrush now show where you appear in ChatGPT results. This is real-time visibility.
If you want to build a business through inbound discovery – watch this video on how to show up in Chat GPT. This approach says goodbye to chasing down followers and hello to creating content for the people searching for you right now.
In this new video, I break down:
- Why ChatGPT is changing search behaviour
- The difference between Google vs ChatGPT prompts
- How to appear in ChatGPT responses for your ideal search terms
- The surprising way one client found me via ChatGPT
- Why your homepage, blog and video titles matter more than ever
- A simple system I use to write searchable show notes
- How SEMrush now tracks ChatGPT keyword rankings
- How to turn Instagram posts into SEO-ready blog content
Top tips: How to rank on ChatGPT
1. Use Long-Tail Questions as Titles
AI tools like ChatGPT respond to prompts that sound like real, specific problems. Instead of vague titles like “My Business Journey”.
For example, instead of searching ‘how to grow my business’, someone might search something like:
➔ “How do I scale my product-based business without hiring a big team?”
➔ “How do I get from consistent £3K months to £10K months without burning out?”
➔ “What kind of content should I be posting to attract coaching clients on Instagram?”
➔ “What’s the best way to launch a new service when I don’t have an email list?”
➔ “How do I price a group coaching programme if I’ve only ever done 1:1?”
These are the types of prompts users type – and AI tools lift structured answers from well-written content. Write this content!
2. Feed AI a Consistent Narrative
ChatGPT builds its ‘understanding’ of you based on what it can access: your website, YouTube descriptions, podcast notes, blogs, etc. Make sure you say the same thing across platforms (e.g. “Lisa Bean is a UK business coach specialising in scaling purpose-led businesses using online marketing.”), and don’t forget to reinforce this narrative across your homepage, about page, bios, news stories and video descriptions.
Here’s what you can do:
- Use the same positioning across every platform (e.g. “Lisa Bean is a UK business coach specialising in scaling purpose-led businesses.”)
- Add a ‘News’ section to your website to add more narrative about what you’re doing in your business
- Write short posts about your client wins, events, and updates
- Include client quotes — they’ll say what you might shy away from.
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3. Use Clear H2 + H3 Headings the Signpost Value
AI and search engines use headers to understand and summarise your content. Use H2s and H3s with real questions or key phrases people search:
❌ “My Thoughts on Success”
✅ “How To Scale Without Burnout As An Entrepreneur”
Also include summaries, bullet points, and keyword-rich paragraphs underneath.
Here’s the format I recommend:
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Use H2s for big key topics (e.g. “How to attract clients on Instagram”)
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Use H3s for sub-points or examples
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Keep headings short, clear, and question-based where possible
4. Create Rich, Original Long-Form Content
AI is more likely to surface your content if it’s:
- Authoritative (from experience or research)
- Comprehensive (answers the full question)
- Original (not scraped or duplicated)
Here are some examples of content I’d recommend you make to rank in ChatGPT:
- 5–10 minute YouTube videos with detailed timestamps
- 800–1200 word blogs that answer specific client problems
- Podcast episodes transcribed and summarised with clear titles
I personally use a lot of video content, but if you look at my web pages hosting the content (and the YouTube show notes), you’ll see me adding key value in the notes, along with timestamps of what’s covered.
I include:
- A clear summary of what the video is about
- Key takeaways and topic breakdowns
- Timestamps for each core topic
- Headings and bolded points that match common searches.
5. Optimise Your Website and Content for Discoverability
AI often pulls answers from web pages that:
- Are well-structured and publicly accessible
- Include the searched phrase (e.g. “best UK business coach for women”)
- Embed rich media (videos, blogs, Instagram posts)
When writing your next blog or article, try to think about the key search you’re trying to rank for and use it to determine the article title, the URL, and key headings in the story.
Bonus tip: Tools like SEMrush now show your ChatGPT rankings – use this to test your visibility and refine your keywords.
Want to see me explain this more fully?
In this video, filmed live at a recent DARETOGROW event, I explain how I’m ranking on ChatGPT, and show you how you can do it too.
Video timestamps:
0:00 – Intro
0:09 – The shift in search behaviour (Google vs ChatGPT)
1:10 – Real example prompts people use in ChatGPT
3:10 – Why long-form content feeds AI responses
4:05 – How Lisa ranked in ChatGPT without realising
5:00 – The importance of creating content for new clients
6:00 – Using transcripts to optimise content
6:45 – SEMrush now shows ChatGPT keyword rankings
7:30 – Blog structure tips for AI discoverability
8:30 – How to expand Instagram posts into SEO blogs
9:10 – Final thoughts: be searchable, not just followable
(P.s. Chat GPT wrote these notes from the video transcript. ChatGPT isn’t just changing search, it’s changing workflow!
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