SEO in the Age of ChatGPT, Claude, and AI Search: How to Optimize for Generative AI

The Search Landscape Is Changing

Search behavior is shifting. Google still dominates, but conversational AI tools like ChatGPT, Claude, and Perplexity are rapidly gaining traction. Perplexity has been downloaded over two million times and now answers 230 million+ queries each month, while surveys show that more than 70% of people have used AI tools to search the web. These platforms allow users to ask natural-language questions and receive direct summaries, creating a faster, cleaner search experience.

To capitalize on this shift, marketers are turning to Generative Search Optimization (or Generative Engine Optimization, GEO)—a strategy that blends traditional SEO with techniques that help content appear in AI-generated summaries, citations, and answer blocks.

How ChatGPT and Claude Support SEO (and Where They Fall Short)

ChatGPT and Claude are advanced large language models (LLMs) that can generate human-like responses. They can streamline SEO workflows by:

• Brainstorming keyword ideas

• Drafting meta descriptions and title tags

• Creating schema markup

• Rephrasing content for tone and clarity

However, they also have limitations. As Backlinko’s 2025 ChatGPT SEO guide notes, AI is not a replacement for SEO. Base models can hallucinate, lack current data, and require human oversight. Claude only gained reliable internet access in March 2025, and together with ChatGPT, both still rely heavily on their training data.

Bottom line: AI can accelerate SEO tasks, but human expertise, research, and fact-checking remain essential.

How Generative AI Search Works

Traditional search engines crawl, index, and rank pages based on complex algorithms. Generative AI tools work differently:

• They combine training data with real-time web access

• They break single queries into multiple sub-queries

• They produce summaries similar to Google AI Overviews, which now use the Gemini model

Because these systems pull from structured, reputable sources, traditional SEO signals like domain authority, expert authorship, and clean technical SEO still matter.

Using ChatGPT and Claude for SEO Tasks

Generative AI can improve execution but should not replace core research tools. Examples:

• Keyword Research: ChatGPT can generate long-tail ideas, but it cannot provide search volume, so validate with keyword tools.

• Content Drafting: Useful for rephrasing sections or generating outlines.

• Schema Markup: AI can produce structured data snippets, but you must review them for accuracy.

Since LLMs can hallucinate or provide outdated info (most base models are trained up to 2024), always review outputs manually.

How to Get Cited in AI Summaries

To increase your chances of being referenced by ChatGPT, Claude, or Perplexity, focus on:

• Expert authorship with credentials (The HOTH found AI favors expert-written content)

• Strong domain and topical authority

• Structured data (Article, Product, FAQ schema)

• Q&A-style formatting for direct clarity

AI systems prefer content with short, direct answers and early placement of key information, often in one-question-per-section format, which increases citation likelihood.

Stay Within Google’s Guidelines

Google warns against using automation to mass-produce content without value. Their guidelines emphasize:

• Accuracy

• Originality

• Relevance

• Clear metadata (titles, descriptions, schema)

Google also encourages transparency when AI was used in content creation, especially in product descriptions or editorial content.

Human + AI = The New SEO Workflow

Generative AI tools work best as partners, not replacements. Use them to:

• Brainstorm faster

• Write more efficiently

• Automate technical tasks

Then pair their speed with your expertise, case studies, original insights, and trusted sources. Strong backlinks and solid technical SEO still drive authority for both traditional and AI search.

Conclusion

SEO is not dying—it’s evolving. ChatGPT, Claude, Perplexity, and Google AI Overviews are changing how users search, but the fundamentals remain the same: high-quality content, expert credibility, and a technically sound website.

By integrating Generative Search Optimization (GEO) into your strategy and using AI responsibly, you can earn visibility not only in traditional rankings, but also inside AI-generated summaries, capturing attention across the next generation of search platforms.