With AI tools like ChatGPT on the rise, many business owners are asking: are the rules of SEO changing?

Does content still matter? Do backlinks still matter? And will everything we’ve learned about SEO over the past 20 years suddenly go out the window?

The short answer: yes, content and links still matter, but it’s not business as usual.

Google vs. ChatGPT: How They Work

Google and ChatGPT use very different systems to deliver results.

Google ranks web pages based on its search algorithm, which considers hundreds of factors, including backlinks, on-page content, keyword relevance, page speed, mobile usability, and user behavior. Google’s goal is to organize the web and point users to the most relevant and authoritative content for their query.

ChatGPT, on the other hand, is a generative AI language model. It generates answers based on its training data (information pulled from the open web, books, and other sources) and, in some cases, limited real-time browsing. It doesn’t use a ranking system, and it doesn’t always cite sources. Instead, it synthesizes information across many sources to provide a single, conversational response.

So while both Google and ChatGPT are trying to help users find useful information, they do it in fundamentally different ways.

The Overlap: Where Google and ChatGPT Align

Despite those differences, we’ve seen a strong correlation between Google visibility and ChatGPT visibility. When we’ve tested client websites that rank well in Google, we often see those same businesses show up in ChatGPT responses for related questions.

Why? Both platforms reward clear, helpful, trustworthy, and well-structured content. If your content ranks well in Google, there’s a good chance it’s also being used (or at least referenced) by AI tools.

But the overlap isn’t perfect. Google leans heavily on backlinks and technical SEO. ChatGPT focuses more on how clearly your expertise is communicated and how often your business is mentioned in credible places online.

That’s why SEO fundamentals still matter, but they’re evolving.

Want a deeper dive into why SEO is still worth investing in, even with AI changing how people search?

Check out our companion post: Is SEO Still Worth It with AI Changing Search?

Action Plan: How to Improve Visibility in Google AND ChatGPT

Build Authority Across the Web

Google rewards websites that demonstrate authority, and so does ChatGPT. To boost your authority, aim to get high-quality backlinks from reputable websites in your industry. Seek out guest posting opportunities, earn mentions in the press, build partnerships with industry associations, and submit your business to relevant directories. The more your business is cited in trustworthy places, the more credible you’ll appear to both search engines and AI tools.

Create Expert, In-Depth Content

Superficial content doesn’t cut it anymore. Both Google and ChatGPT are looking for content that demonstrates subject matter expertise and genuinely answers users’ questions. That means creating blog posts, service pages, and guides that go deep into topics, use examples, and reflect your real-world experience.

Add Helpful FAQs and Summaries

One easy way to help both platforms understand your content: add clear, concise FAQs and summaries to your key pages. These elements break down complex information into digestible pieces, which is especially helpful for AI tools trying to synthesize answers. FAQs also increase the odds of showing up in featured snippets on Google.

Use Structured Data Markup

Structured data (also called schema markup) helps Google and other tools better understand the purpose and structure of your content. Marking up your FAQs, articles, and service information with the appropriate schema can improve how your site is displayed in search and may help AI tools retrieve the right content more accurately.

Write in a Natural, Conversational Tone

AI tools like ChatGPT are trained on natural language (the way people speak and ask questions). If your content is written in an overly robotic or keyword-stuffed style, it’s less likely to be referenced. Instead, write in a tone that feels human, helpful, and approachable.

Get Mentioned in the Right Places

It’s not just about backlinks. ChatGPT (and other AI tools) consider how often and where your brand is mentioned. Make sure your business shows up in credible locations across the web, including review sites, industry publications, forums, and trusted directories.

Keep Your Content Updated

Freshness matters. Google favors updated content, especially for topics that change over time. And AI tools are more likely to reference accurate, up-to-date information when generating responses. Regularly review and refresh your website content to reflect current best practices, product updates, or new insights.

Publish in Multiple Formats

Not all users (or AI tools) consume content the same way. Repurpose your best content into blog posts, videos, podcasts, and infographics. This not only improves your reach but also increases the likelihood that AI tools will pick up and use your insights from a variety of content types.

Optimize Knowledge Panels and Listings

Make sure your business information is consistent and up to date across platforms like Google Business Profile, LinkedIn, Yelp, and local directories. These sources help reinforce your brand’s identity and improve your visibility in AI-generated answers.

Strengthen Your Brand and Entity Signals

AI tools rely heavily on entity recognition, the ability to associate your brand with specific expertise. Use consistent naming, bios, and topic associations across your site and other web properties. For local businesses, make sure your name, address, phone, and website (NAP+W) are identical across every citation.

Test How AI Tools Mention You

Try asking ChatGPT how it would describe your business or answer key customer questions. You’ll quickly see whether your content is coming through or where it may be falling short. This is one of the simplest ways to audit and improve your visibility in AI-generated responses.

AI SEO Readiness Checklist

Ask yourself:

  • Do we publish helpful, in-depth content that answers our customers’ real questions?
  • Are we earning high-quality mentions and backlinks from trusted sites?
  • Do we regularly update our content and keep business listings accurate?
  • Is our content structured clearly with FAQs, summaries, and schema markup?
  • Have we tested how AI tools like ChatGPT describe our business?

If you answered yes to most of those, you’re in a strong position to stay visible as search evolves. If not, now’s the time to improve.

Need Help With SEO?

If you’re a small business owner looking to improve your Google rankings and future-proof your visibility in AI tools like ChatGPT, contact us to request a free SEO assessment and quote.

If you’re an agency owner or consultant looking for white-label SEO services, see how we can partner to support your growth.