ChatGPT Instead of SEO: How to Track Your Brand's Presence in AI Answers

Traditional SEO no longer works the way it used to: users look for information directly in ChatGPT and other AI chatbots, bypassing search engines.

Why should brands optimize for ChatGPT and AI chatbots?

According to hh.ru, 58% of Russians trust AI chatbots specifically for searching for information. If a brand does not appear in answers from ChatGPT and other chatbots, it simply does not exist for millions of potential customers.

Why do people choose ChatGPT over search engines?

According to BrightEdge, 77–85% of informational queries end on the search results page with a ready-made answer. Even more people take their questions straight to ChatGPT, Perplexity and Gemini, bypassing search engines. According to hh.ru, 58% of Russians who use AI chatbots trust them to search for information, a function that Google or Yandex used to perform.

Why has

ChatGPT become more important than Google for finding information? According to hh.ru, 58% of Russians who use AI chatbots trust them to search for information, a task that Google used to handle. According to BrightEdge, 77–85% of informational queries end with an answer in the results page or directly in the chatbot, and the user does not click through to a website.

How do you get into ChatGPT's answers?

You need to optimize your content so that AI chatbots cite your site. If a brand does not appear in these answers, it simply does not exist for millions of potential customers.

Why do Russians search in ChatGPT instead of Google?

According to the study, 58% of Russians who use AI chatbots trust them specifically for searching for information, a task that Google or Yandex used to handle.

What percentage of informational queries do not lead to websites?

According to BrightEdge, 77–85% of informational queries end right on the search results page: the user gets an answer and does not click through to a website.