ChatGPT Search lets ChatGPT query the live web and generate answers citing sources. Launched as SearchGPT in July 2024, merged into the standard ChatGPT experience in November 2024. In 2026 it is the first real Google competitor outside the Microsoft ecosystem. To find out whether it already mentions you, see how to check if your business shows up in ChatGPT.
How it picks sources
Exact logic is not public, but observable:
- Uses Bing as base index (Microsoft partnership).
- Prioritises content with clear structure (H2, H3, lists).
- Values freshness heavily: updated content wins over older content even if the older is better.
- Cites 3-8 sources per answer typically.
- Respects the citation attribute more and more (shows source with link).
Traffic impact
Two distinct visibility flows:
- Direct referral traffic: users clicking on ChatGPT citations. Measurable in GA4 via chatgpt.com / openai.com referrer.
- Brand visibility without click: brand appears mentioned in the answer even if the user does not click. A form of GEO awareness.
Optimisation for ChatGPT
Similar to AI Overviews with nuances:
- Recent content: update visible dates if content has been revised.
- Direct conversational language: ChatGPT prefers clear prose over table-style lists.
- Article schema with clear dates.
- Well-configured llms.txt to declare content eligible for crawling.
At SEOCOM we have been monitoring chatgpt.com referral traffic as a separate source since mid-2024. No longer a vanity metric: in several clients it represents 3-8% of total organic traffic.