ChatGPT Search, explained
ChatGPT Search combines the model's knowledge with real-time web retrieval (via Bing and data partnerships); when a query needs current info, ChatGPT runs web searches, retrieves pages, and synthesises a cited answer.
How it works
ChatGPT decides per query whether to browse. If it does, it runs one or more searches, pulls relevant pages, and writes a conversational answer with citations. Because retrieval leans on Bing and partners, being indexed and ranked in Bing, not just Google, matters for ChatGPT visibility.
Why it's worth prioritising
ChatGPT drives the majority of AI referral traffic (about 87% by industry estimates, 2026), and that traffic tends to convert well, especially for B2B SaaS, e-commerce and professional services. If your buyers research with AI assistants, ChatGPT is often the highest-ROI surface.
Frequently asked
Primarily Bing and data partnerships for live retrieval, plus its own trained knowledge. So verifying your site in Bing Webmaster Tools is a quick, often-missed win.
Be crawlable and ranked (especially in Bing), write answer-first content with facts and schema, and build broad brand presence and mentions. See 'How to get into ChatGPT answers'.
Grade your site against our 250-point AEO/GEO checklist and see exactly what to fix, free, no signup.