For one big reason: the searches are contextual.
Whereas someone previously would type "best financial reporting software", with ChatGPT they'll add a lot more information to their search, as per the screenshot below.
We're still at the early stages of figuring out how to appear on contextual searches, but Lashay Lewis and Ishaan Shakunt shared some interesting insights in their webinar yesterday:
• Your content needs to include that contextual information. I.e. include the pain points, the persona you're targeting in the content itself.
• Make sure to have a support page, as ChatGPT frequently references those
• Add as much information to your website as possible -- yes, even pricing. If ChatGPT finds information about your competitors but not you, you won't turn up in the search, not because your product isn't a good fit, but because the LLM can't find the information
One thing seems clear: Bottom of the Funnel content is more important now than ever, because it's content that talks about your features, benefits and pain points -- which is what ChatGPT needs to know in order to surface your brand.
Who's had success with getting their brand to appear on ChatGPT?
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