When I worked for Yellow Pages in the 1990s, I heard more and more from entrepreneurs who were in the process of registering domain names and building their first Web sites. My boss at the time still called the Internet a kind of teletext 2.0 – a hype. We now know better.
Soon search engines like Altavista, Yahoo and Netscape emerged. I myself used Google from day one – not because of its design, but because of its speed. Where others still relied mainly on appearance and advertising, Google delivered relevant results immediately. I was sold.
Back then, people still thought online findability came down to keywords on a white page and thousands of backlinks. But I immediately saw it differently: Google had an algorithm – and that meant you became visible online based on value, authority and structure.
In 2008, I founded SEOlab, one of the first specialized SEO agencies in the Netherlands. Since then, I’ve been helping companies grow through smart strategies, content and technology. Always with visibility as a common thread.
And now, 25 years later, we are once again on the brink of a major shift.
Where people used to google everything, they now increasingly use ChatGPT or Google Gemini. Not to get a list of links, but to get a clear answer right away. The way people search is changing. And that raises a new question I’m hearing more and more from clients:
Is this the end of Google?
Maybe not literally. But traditional search behavior is fundamentally changing. And on top of that, Google’s revenue model is built on ads. The first search results are increasingly sponsored spots – and younger generations in particular are poking right through that. They don’t want ads. They want the right answer right away.
That’s exactly where an AI like ChatGPT is gaining ground. Not with ads, but with context. Not with ranking factors, but with knowledge, authority and logical connections.
We are at the dawn of a new era. Just as I began ranking Google’s ranking factors 15 years ago – as you can still see here – I am now looking ahead:
What factors determine whether you are visible in ChatGPT or Gemini? And what can you do about them today?
🛠️ Tools that help you do that:
- GEO – Generative Engine Optimization Tool
- SEMrush AI Toolkit
- Otterly AI Search Monitoring
- Google Gemini – for content generation, analytics and AI integrations
📖 Also read: AI for SEO: Tips for maximum findability in 2025
In this blog, I’ll take you into the new playing field of AI visibility. You’ll discover:
- What the visibility triggers are in ChatGPT
- How this differs from classic SEO
- And how to get your business ready for this new way of searching, finding and deciding
🔝 The 8 Most Important ChatGPT Visibility Factors
- Mentions on reliable, public websites
Websites such as Wikipedia, government sites, national media or educational platforms are often included in GPT training data. Those mentioned there significantly increase their visibility. - Topical Authority
AI systems love experts. Those who publish consistently and in depth within a single topic are seen as authorities. Think knowledge bases, expert blogs and industry analysis. - Structured data and Schema.org
Clear entity definitions via structured data (e.g., Person, Organization, Product, FAQ) help AI recognize you as well as cite you correctly. - Consistent brand mentions
Your brand must be unified online. From your social media bios to your Google company profile. Inconsistency creates confusion – and thus invisibility. - Use AI-friendly formats
Bullets, definitions, FAQs and how-to structures are more likely to be included in AI responses. Write as if you are providing input to a chatbot. - Presence in up-to-date datasets (for GPT-4 Turbo)
For models with web browsing or up-to-date context (such as Bing Chat or ChatGPT Pro), the more often you are recently mentioned on the web, the better. - Mentions within AI ecosystems (plugins, tools, APIs)
Do you have a tool or service that is accessible via a GPT plugin, Microsoft Copilot or an external AI assistant? If so, that increases your visibility within the AI interface. - Verified and neutral content
AI prefers content without subjective overtones. Neutral, factual and well-researched information is more likely to be cited.
🧠 Entity and Brand Signals
- Wikipedia page: One of the most powerful visibility triggers for ChatGPT.
- Google Knowledge Panel: Often used as a source for factual questions about individuals and companies.
- Social media consistency: Same name, bio, profile picture and tone of voice on all channels.
- Listing in Google Maps/Business Profiles: Especially for local entities.
- Use of same logo and brand colors: Increase recognition in AI visual systems.
🗂️ Content Structure and Formats
- FAQ sections: Perfect to be included in QA form in AI answers.
- “What is…” pages: Clear definitions score well in zero-shot prompts.
- Lists and bullets: Easy to process for AI.
- Step-by-step instructions: AI uses these in practical questions.
- Glossaries/knowledge bases: Those who explain terms become resources.
🧱 Technical and Semantic Optimization
- Schema.org JSON-LD: Uses for persons, products, organizations.
- Semantic HTML: Clear heading structure and content hierarchy.
- Canonical and OG tags set properly: Avoid content confusion.
- Using alt text and titles with media: AI reads along.
🔗 Publication Channels and Context
- Guest blogs on authoritarian sites
- Interviews in news media
- Personal bios on event websites
- Making podcast transcripts available
- YouTube videos with subtitles and description
🌐 AI Ecosystem presence
- GPT Plugins: Do you have a plugin? Chances are your output comes back more often.
- Microsoft Copilot Integrations: Are you listed as a source there?
- Perplexity.ai resource listings: Is your content being picked up in responses?
- Own tool made available via API? Good for tech visibility.
📈 Visibility measurement & monitoring
- Search by your own name/company in ChatGPT
- Use AI SEO tools (e.g., Writesonic, KeywordInsights)
- See who you call in Perplexity.ai and Bing Chat
- Get your content shared through AI-using platforms (such as Notion AI, Canva Magic Write, etc.).
🔍 Classic SEO versus AI Visibility
What are the key differences between classic SEO and AI visibility via ChatGPT? Check out the comparison below:
| Classic SEO | ChatGPT Visibility |
|---|---|
| Based on crawlers and indexing | Based on training data and prompts |
| Focus on keywords and backlinks | Focus on entities and contextual relevance |
| Rankings in search results | Answer selection in conversational form |
| Technology + content = ranking | Recognition + authority = listing |
| User chooses from links | User gets direct answers |
With SEO, you optimize for an algorithm that compares pages. With AI, you optimize for a model that assigns meaning. You are not found because you “rank number one,” but because you are recognized as a trusted source.
🚀 Getting Ready for AI Visibility
- Map your brand as an entity
Make sure your brand, person or service is unambiguously named online. - Build topical authority at
Write consistently and deeply about your niche – AI recognizes expertise. - Add structured data
Use Schema.org to help AI understand your information correctly. - Publish on trusted domains
Think Wikipedia, media, industry platforms – which AI trains with. - Use AI-friendly formats
Think definitions, bullets, FAQs – ideal for answer templates. - Stay current
Update your content and make sure you are mentioned often online. - Monitor your visibility in AI systems
Test ChatGPT, Bing Chat and Perplexity regularly on your own behalf. - Think beyond SEO
Work on your brand, reputation and presence in the AI ecosystem.
🔚 Conclusion
Becoming visible in ChatGPT is not about tricks – it’s about recognition, relevance and authority. The more consistently you are present in valuable contexts, the more likely you are to be mentioned. AI is not the death knell of SEO. It is its evolution.
Work on your AI visibility today to stay relevant tomorrow.
Want to know how to get your business ready for AI SEO? Contact OnlineLabs for a strategy that works – even in the post-Google era.
Imre Bernáth is SEO & AI Visibility Specialist and founder of OnlineLabs. Active in the online world since 2000, he founded SEOlab in 2008 – one of the first specialized SEO agencies in the Netherlands. With over 15 years of experience, he helps companies grow through strategic campaigns for findability, content and digital innovation. Imre combines his SEO expertise with a keen vision on the role of AI in modern marketing.
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