ChatGPT Search Update: B2B Playbook

ChatGPT search is a bigger deal than most realise

OpenAI's ChatGPT can now search the web. That doesn't sound revolutionary until you think about what it means: millions of people now get their information without ever visiting a website.

For B2B companies, this is genuinely important. Your buyers increasingly research solutions through AI assistants. If ChatGPT doesn't know about your company or can't accurately describe what you do, you're invisible to a growing segment of researchers.

How ChatGPT search works (simply)

When someone asks ChatGPT a question it can't answer from training data, it now searches the web, synthesises information from multiple sources, and presents a unified answer.

The key difference from Google: there's no list of ten blue links. There's one answer, with sources cited. Winner takes all.

This matters because: 1. If you're not in the synthesised answer, you get nothing 2. Brand mention is the new ranking 3. Content quality matters more than SEO tricks

What B2B companies need to do

The playbook isn't complicated, but it requires a shift in thinking.

1. Become the definitive source

ChatGPT cites sources it considers authoritative. To become a cited source:

Publish original research. Not rehashed statistics from other sources—actual data from your business, customers, or industry analysis.

Create definitive guides. The most comprehensive, up-to-date resource on topics relevant to your expertise.

Be specific and factual. AI systems prefer content that states clear facts over vague marketing copy.

2. Optimise for brand mentions

When someone asks ChatGPT "what are the best CRM systems for small businesses," it pulls from content that mentions specific brands by name.

Get mentioned in roundups and comparisons. Industry publications, analyst reports, and comparison sites.

Pursue editorial coverage. PR becomes an AI optimisation strategy, not just a brand awareness play.

Build Wikipedia presence. If your company is notable enough, a Wikipedia entry significantly impacts AI knowledge.

3. Structure content for extraction

ChatGPT needs to be able to understand and extract your content accurately.

Use clear structure. Headings that describe what follows. Bullet points for lists. Tables for comparisons.

State things directly. "Our software reduces invoice processing time by 60%" is extractable. "Transform your accounting workflow with our innovative solution" is not.

Include key facts prominently. Company stats, product features, pricing information—make these easy to find and understand.

4. Build your entity presence

AI systems work in entities—recognised concepts with associated information. Your company needs to be a recognised entity.

Consistent information everywhere. Company descriptions, founding dates, key products—should be identical across LinkedIn, Crunchbase, your website, press mentions.

Structured data on your website. Organisation schema helps AI systems understand what your company is and does.

Wikidata entry. Even without a Wikipedia page, a Wikidata entry establishes your entity in knowledge graphs.

The content shift

Traditional B2B content marketing focused on SEO keywords and conversion funnels. AI-optimised content is different:

Old approach: - Target keyword density - Optimise for specific search queries - Build link equity

New approach: - Establish definitive expertise - Get cited by authoritative sources - Be the factual reference

This doesn't mean abandoning SEO—Google still drives most web traffic. But it means adding a layer of thinking about how AI systems will interpret and cite your content.

Measuring AI visibility

How do you know if ChatGPT knows about your company?

Direct testing. Ask ChatGPT questions your buyers would ask. "What are the best options for [what you sell]?" "How does [problem you solve] work?" See if you're mentioned.

Source monitoring. Track when and where your brand is mentioned online. These sources feed AI training.

Competitor comparison. Test the same queries about competitors. Understand the relative visibility.

This is manual for now. Tools will emerge, but currently, you just have to test regularly.

The PR angle

Public relations takes on new importance in the AI era.

Editorial mentions matter for AI training. When TechCrunch or your industry's leading publication mentions your company, that information becomes part of what AI systems know.

Press releases have new value. Not for links (Google devalued those years ago) but for establishing facts that AI systems can reference.

Analyst coverage helps. Gartner, Forrester, and industry analysts create authoritative content that feeds AI knowledge.

This isn't about manipulating AI systems. It's about ensuring they have accurate, current information about your business.

The competitive intelligence angle

ChatGPT search reveals what AI systems "know" about your market.

Competitive positioning. How does ChatGPT describe your competitors? What features and benefits get mentioned?

Market perception. What does AI think is important in your category? This reflects aggregated web content.

Gaps to fill. If ChatGPT gives incomplete answers about your space, there's an opportunity to create the definitive content.

Use these insights to guide content strategy and positioning.

Practical first steps

If you're a B2B company starting from zero:

Week 1-2: - Test ChatGPT with relevant industry queries - Audit your brand's AI visibility - Document competitor mentions

Week 3-4: - Update website content for clarity and factual extraction - Implement organisation schema - Create Wikidata entry if warranted

Month 2-3: - Develop original research piece - Pursue editorial coverage - Create definitive guide on core topic

Ongoing: - Regular AI visibility testing - Content refresh for accuracy - PR and earned media focus

The bigger picture

ChatGPT search is just the beginning. Google's AI Overviews, Perplexity, Claude—the shift to AI-mediated information is accelerating.

Businesses that adapt now build advantages that compound. Those waiting to see how things develop will find themselves invisible to a growing portion of their potential market.

The good news: the fundamentals haven't changed. Be genuinely expert. Create genuinely useful content. Earn genuine authority. AI systems, like humans, reward substance over spin.

The difference is that with AI, you don't get a second-place ranking. You're either in the answer or you're not mentioned at all.

That's the game now. Best to start playing.