AI optimisation
ChatGPT
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ChatGPT is the best-known standalone AI service, with hundreds of millions of users worldwide. More than half of Swedes use it, and visibility there can be valuable for many businesses.
ChatGPT started out as a conversational service built on language models, with no internet access, and today it also has its own web search that cites sources. The service partly chooses different sources from Google, so a top ranking there does not guarantee that you will be cited in ChatGPT.
For most Swedish businesses, Google offers the greatest reach: 71 per cent of Swedes use Google’s AI Overviews. ChatGPT is a channel to include in your planning, particularly for businesses with complex offerings or international markets.
What is ChatGPT?
ChatGPT is a language model that can search the web
ChatGPT was developed by OpenAI as a conversational service built on large language models (LLMs). Originally it had no internet access and answered only from its training data (up to a certain cut-off date).
Today, ChatGPT works in two ways, depending on whether web search is used
- ChatGPT without web search: Answers from training data, which ends at a date that varies between models
- ChatGPT with web search: Searches the internet for up-to-date information. The feature is available on both free and paid plans, and even to people who are not logged in
The difference from Google
Google has built its business on indexing and searching the web for more than 25 years. The company has enormous resources for crawling and ranking, and a deep understanding of how web sources should be evaluated.
ChatGPT added web search later and uses its own search crawler, OAI-SearchBot.
How the sources differ
ChatGPT and Google partly draw on different sources. In a study by Ahrefs, only 12 per cent of the links cited by ChatGPT, Gemini and Copilot were in Google’s top 10 for the same query.
How ChatGPT is used
Looking for information is a large part of usage
In a large study of ChatGPT usage, with data up to July 2025, the three most common topics are practical guidance, seeking information and writing. Together they account for almost 80 per cent of conversations. Usage also includes:
- Creative tasks (texts, ideas and stories)
- Coding help (programming and debugging), which is a small share of usage
- Analysis and problem-solving
- Conversation and learning
What this means for businesses
A large part of usage is about getting advice and finding information, and that is where your content can become a source. Google still reaches more Swedes.
When is ChatGPT used to look for information?
This applies to
- Complex questions that need a coherent explanation
- Comparisons between options
- Step-by-step guidance
- Exploring topics in depth
If your industry involves complex products, services that require education or B2B solutions, ChatGPT may be relevant.
When ChatGPT optimisation is relevant
Which audiences use ChatGPT daily?
These groups do
- Developers and others in technical professions
- Early adopters in the tech industry
- Content creators and marketers
- Researchers and academics
If this is your audience, visibility in ChatGPT can be valuable.
Example
A company selling developer tools, API services or technical training reaches its audience better in ChatGPT than a company selling local building services.
How much is ChatGPT used in Sweden and in other markets?
The Swedish market
- More than half of Swedes use ChatGPT
- Google completely dominates search
If you target international markets, you need to look into how ChatGPT is used in each market.
Industries with a complex decision process can benefit from ChatGPT optimisation
This applies to products and services where buyers need in-depth education
- Software for large enterprises
- Technical B2B solutions
- Advanced services (legal, finance, consultancy)
- Education and courses
Here, buyers may use ChatGPT to get to grips with the subject and evaluate options.
ChatGPT does not replace Google optimisation
ChatGPT optimisation should be seen as a complement to Google optimisation, not as an alternative.
How to prioritise
- Google AI Overviews & AI Mode (greatest reach)
- Traditional SEO (stable traffic)
- ChatGPT (a complement that is widely used in Sweden)
What are ChatGPT’s limitations compared with Google?
How ChatGPT’s web search differs from Google’s
ChatGPT’s web search is not built on the same crawler and ranking as Google’s.
ChatGPT uses its own search crawler instead of Google’s index
Google has crawled the web for decades and has an enormous index. ChatGPT uses the crawler OAI-SearchBot to show websites in its search results. If you block it in robots.txt, your pages will generally not appear there.
ChatGPT often runs quick searches
It often looks for a handful of sources rather than crawling in depth.
Example
A question about “best SEO tools” may give ChatGPT just a few sources, and they need not be on the first page of Google.
Google AI Overviews can draw on millions of indexed sources and historical data on what has worked.
Google has a long history of quality signals
Google knows which sources are trustworthy based on
- Links from other sites
- User behaviour over time
- Historical quality
How answers can be tailored to location and memory
Google can tailor its answers to
- Location
- Search history
- Preferences
ChatGPT can also tailor its searches. With memory switched on, saved details can influence the search, and the service can use the user’s approximate location.
How to optimise for ChatGPT
You can increase your chances of being cited in ChatGPT.
Create in-depth, explanatory content
ChatGPT is often used to understand complex topics.
Write comprehensive guides
Give the topic the space it needs. Length in itself gives no advantage.
A good guide
- Covers the topic from several angles
- Explains the basics before advanced details
- Includes examples and case studies
Why
When ChatGPT searches for information to answer a complex question, it looks for sources that give comprehensive answers, not fragmented pieces.
Structure the content to teach
ChatGPT is used for learning.
Lay out the content like this
- Start with the basics (“What is X?”)
- Build on that with “How does X work?”
- Go deeper with “Advanced techniques for X”
- Finish with “Common mistakes with X”
Show clear expertise
Show your expertise in the content itself.
How to show knowledge in the text
Include
- Concrete examples from real projects
- Data-based insights
- Nuanced perspectives (not just the surface)
- Your own thinking (not repeating others)
Example
Instead of: “SEO is important for businesses”
Write, using your own figures: “In our SEO projects we see [concrete result], but it takes [time] before the investment has paid off.”
Show who wrote the text
ChatGPT can cite authors if they are clearly identified.
Do this
- A clear byline on articles
- A short bio with background and expertise
- A link to the LinkedIn profile (if relevant)
Structure the text so that it can be cited
ChatGPT needs to be able to find and cite concrete information.
Give clear answers to specific questions
Phrase headings as questions
- “How long does SEO take?”
- “How much does search engine optimisation cost?”
- “Which tools do you need for SEO?”
Give concise answers directly below the heading.
Use lists and step-by-step guides
Formats that are easy to reproduce
- Numbered lists (top five, seven steps and so on)
- Step-by-step guides
- Comparison tables
Why
They are easy for ChatGPT to extract and show to users.
Keep the content up to date
ChatGPT’s training data is often several months old. When it searches the web, it looks for current information.
Show that the content is fresh
Include
- Publication date
- “Updated [month/year]”
- References to current events and versions
- “At the time of writing ([month and year])…”
Example
“Since Google’s core update in [month and year], we have seen [concrete change]…”
How to measure visibility in ChatGPT
Citations in ChatGPT are hard to measure directly
As of November 2026 there is no equivalent of Google Search Console, no “ChatGPT Console” where you can see when you are cited.
How you can still track visibility in ChatGPT
Manual testing
- Search for your keywords in ChatGPT (with web search switched on)
- Record whether you are cited
- Compare with competitors
- Repeat monthly to see trends
Indirect tracking
- Check utm_source=chatgpt.com in your web analytics. ChatGPT often tags its links this way, but the tag is sometimes missing
- Analyse referrer data and look for chatgpt.com
- Monitor searches for your brand (do they rise after mentions in ChatGPT?)
Qualitative feedback
- Ask new customers how they found you
- The question “Did you see us in ChatGPT?” can provide insights
More ChatGPT features may come, and ads are already shown
In the future, OpenAI may offer
- Citation statistics for websites
- Business verification (similar to Google Business Profile)
Since August 2026, ads in ChatGPT have been shown in 31 European countries, including Sweden, to users on the Free and Go plans.
What should Swedish businesses prioritise?
Where should you put your resources, ChatGPT or Google AI?
For most Swedish businesses
Priority 1: Google AI Overviews & AI Mode
- It is where Swedes already search
- Integrated with existing search
- A larger volume of potential customers
Priority 2: Traditional SEO
- Stable traffic over time
- Proven return on investment
- Concrete measurement
Priority 3: ChatGPT
- Used by more than half of Swedes
- A complement to your other channels
Exceptions where ChatGPT can be given higher priority
- Your audience consists of tech-savvy professionals
- You target markets where ChatGPT is widely used
- Your industry requires in-depth education before purchase
- You sell to developers or AI users
The same content can work for both Google and ChatGPT
Much of what works for Google AI also works for ChatGPT.
This works for both
- In-depth, well-developed content
- Clear expertise (E-E-A-T)
- Concrete answers to specific questions
- Well structured with headings
- Up-to-date content
How ChatGPT compares with Google
What ChatGPT is
- A conversational service built on AI
- Used mostly for practical guidance, seeking information and writing
- Used by more than half of Swedes today
What ChatGPT is not
- Not a search engine (even though it has web search)
- Its web index is not as deep as Google’s
- It reaches fewer Swedes than Google does
When it is worth optimising
- Tech-savvy audiences
- International markets
- Complex B2B products
- As a complement to Google optimisation
Recommendation
Optimise for Google AI first (where the volume and reach are). Then add ChatGPT optimisation as a complement.
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