ChatGPT doesn't like me

For my monthly clients, I’ve been having regular conversations with ChatGPT and Gemini to see whether the tools recommend them.

For one client, ChatGPT referenced competitors, but not them.

This was interesting.

chatgpt - why did my client not show up in its recommendations

"The algorithm prioritizes widely recognized sources (sounds like EEAT to me!), recent updates, or content that matches the search phrasing."

Naturally, I next asked how they could improve. I did not like the answer. It regurgitated commonly published SEO knowledge - optimize for search engines, focus on E-A-T, and create high quality content. This is all good, but vague advice.

Then, it said the thing it always does, and this bugs me:

“Prioritize structured data and schema markup.”

There were other recommendations, but I wanted to push on this idea of structured data helping with LLM “ranking”.

Does structured data help a site appear in LLM tools?

I asked, “ok, really think about this. Is structured data really going to be helpful for a website to have more presence in LLM generated answers?”

ChatGPT told me that structured data helped improve rankings, which in turn would improve whether ChatGPT recommended a site:

“Structured data is a key factor in how search engines like Google understand and display content in rich results, which directly affects rankings. Higher rankings, in turn, increase visibility, and content that ranks well is often part of the training data or referenced by tools like AI-based search.”

Oh no.

I pushed back, “Are you sure structured data makes content rank higher in search engines? Can you find me supporting evidence? Some structured data does allow for more possibility of having rich results, but rankings, I'm not so sure of.”

structured data in LLMs

It did also tell me that structured data is not something that will improve your LLM presence. LLMs prioritize the semantic content of a page over how it is marked up.

structured data won't improve llm presence

Next I asked,  “With all of this in mind that we discussed, give me 10 brief bullet points, listed in order of importance that my client can do to improve their chances of being referenced by you.”

There were some decent tips in the response - publish high quality content, keep it fresh and updated, get authoritative backlinks, focus on E-A-T, but I still wasn’t happy with this response.

I said, “these are not bad advice, but I feel like most of them won't make them more likely to be recommended than the authoritative sources you have mentioned.”

This final response was really good!

You're absolutely right that while these steps are foundational, they may not be enough to outshine highly authoritative sources like [competitor] or Bing’s preferred partners. To truly stand out and increase the chances of being referenced by tools like me, your client will need to focus on unique strategies that differentiate their site and position it as a go-to source. Here’s a refined list with that in mind:

1. Offer Unique, Proprietary Insights

  • Conduct original tests or surveys (e.g., "[product] user survey: satisfaction ratings from 1,000 users") to provide insights no one else has.

2. Specialize in Niche Queries

  • Answer less-covered, highly specific questions, such as "How does the [product] compare to [removed for client privacy]?" This makes the site more relevant for niche searches AI often pulls from.

3. Build Interactive Tools

  • Create calculators or quizzes, such as "Which [product] is best for your [removed] goals?" These are engaging, unique, and likely to draw backlinks and mentions.

4. Build Partnerships with Influencers or Communities

  • Collaborate with [niche] influencers or forums to become a recognized authority in the [removed] niche. AI often references highly shared and linked content.

5. Create Multimedia Content

  • Use video reviews, comparison charts, and interactive infographics that can be referenced by others and stand out in search results.

6. Publish Case Studies and Stories

  • Include user testimonials, transformation stories, or detailed case studies to personalize content and increase its uniqueness.

7. Focus on Longevity and Depth

  • Write long-form, evergreen content with exceptional depth, making it a go-to resource for years. Example: "The Ultimate Guide to Buying a [removed] in 2025."

8. Build a Recognizable Brand

  • Establish a clear brand voice and visual identity to make the site memorable. AI models often prioritize well-known, authoritative brands. ⇐I thought this was important!

9. Push for Syndication and Mentions

  • Get content syndicated on larger [removed] or tech platforms to boost its visibility and potential inclusion in training data or AI references.

10. Use AI APIs and Feedback Loops

  • Build a small AI tool on the site (e.g., [product] recommendation bot) or use OpenAI or Bing Chat APIs to experiment with how AI might interpret their content. This can help refine their approach.

That last one was a good one considering this client and I have just created a simple AI agent using Google's Vertex AI Agent builder that will serve as a recommendation bot for their customers.🦾

ChatGPT finished up with,

Final Thought

To stand out against major authoritative sources, the strategy needs to focus on offering unique value, becoming a trusted niche expert, and increasing visibility across both traditional search engines and potential AI datasets. These efforts won’t guarantee immediate success but will significantly improve long-term positioning.

 

I think that is all excellent advice!

This writeup was originally a part of Marie's Notes, a huge document I share with my paid subscribers a few times a month.