Search is changing. As more people turn to AI tools like ChatGPT to find information, businesses are increasingly interested in how their websites can appear in AI-generated answers. A recent analysis covered by Search Engine Journal offers an important insight for small businesses: you don’t need to be a massive website to potentially be discovered and cited by ChatGPT.
The findings provide valuable takeaways for businesses investing in search engine optimization (SEO), content marketing, and generative engine optimization (GEO).
ChatGPT Can Surface Smaller Websites
One of the most important findings discussed in the Search Engine Journal article is that ChatGPT’s search index can include websites from smaller publishers and businesses, not just large, well-known websites. Researchers analyzed more than 1,200 ChatGPT answers and examined the websites appearing in those responses. Their findings suggest that ChatGPT can retrieve information from a broad range of websites, including smaller sites that do not have major content licensing agreements with OpenAI. For local businesses, this is encouraging. A company doesn’t necessarily need the brand recognition of a national publisher to have an opportunity to appear in an AI-generated search response.
The Beginning of Your Content Matters
The research also examined the information ChatGPT’s search index stores from webpages. One notable finding was that the index can retain the page title and a relatively short portion of the page’s content. This highlights an important content strategy: make your primary answer clear early on the page. Rather than beginning every blog post or service page with several paragraphs of general information, businesses should consider getting to the point quickly. The opening section should clearly communicate what the page is about and answer the user’s primary question whenever possible. For example, a blog titled “How Long Does a Local Move Take?” could begin with a concise answer explaining the typical timeframe and the factors that can affect it. The rest of the article can then provide additional details. This structure benefits both users and search engines because the purpose of the page is immediately clear.
Descriptive Headings Can Help
The analysis also found that H1 headings were frequently represented in the information associated with indexed pages. This reinforces a long-standing SEO best practice: use descriptive, relevant headings that accurately communicate the topic of the page. Instead of using a vague headline such as “Learn More About Our Services,” a business should use a specific heading such as “Local Moving Services in Massachusetts”. Clear headings help visitors understand the content while providing additional context about the page’s subject.
What This Means for GEO
Traditional SEO focuses heavily on helping webpages rank in search engine results. GEO takes a broader approach by considering how content can be discovered, understood, and potentially referenced by AI-powered search experiences. That doesn’t mean businesses should completely change their SEO strategy or write content exclusively for AI. Instead, the goal should be to create content that is useful for people while also making the information easy for search systems and AI tools to understand.
A strong GEO strategy can include:
- Answering the primary question near the beginning of the page
- Using descriptive H1s and H2s
- Providing concise answers to common questions
- Creating original, useful content
- Demonstrating industry expertise and experience
- Including relevant local information
- Structuring content logically
- Expanding on the initial answer with supporting details and examples
How Boston Web Marketing Can Help
As search continues to evolve, businesses need an SEO strategy that goes beyond traditional keyword placement. At Boston Web Marketing, our approach combines SEO, content marketing, local search optimization, and emerging GEO strategies to help businesses build stronger digital visibility. Contact Boston Web Marketing at (857) 526-0096 to learn how we can help improve your search rankings and strengthen your online presence.