How to Create Content That Performs in Both Google and ChatGPT Search (2025 Guide for Content Marketing Teams)

To perform in both Google and ChatGPT search, create structured, factual, and intent-driven content that LLMs can understand and cite. Both engines reward structured, trustworthy content.

Creating content that performs in both Google and ChatGPT search is not about rewriting your entire strategy. It is about expanding how you think about visibility.

In 2025, Google still drives discovery, but AI assistants like ChatGPT, Mistral, and Perplexity are where users get answers. The challenge for marketers is clear: how do you make your content show up in both?

This guide walks you through the process step by step, showing how your content marketing team can align workflows, structure content, and measure impact across both traditional SEO and AI Search channels like ChatGPT and Perplexity.

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Why Your Google Strategy No Longer Covers ChatGPT

ChatGPT selects structured, recent, corroborated sources, so pages that rank in Google may still be skipped if they lack clear summaries, schema, and fresh facts.

Google search is still keyword-driven and click-oriented. ChatGPT, on the other hand, reads, interprets, and synthesizes information, citing sources it deems credible, current, and structured.

That means:
Google rewards relevance and backlinks, while ChatGPT rewards structured, conversational and trustworthy content. Even top-ranking pages can be skipped if they lack factual transparency or structured summaries

If your article ranks first in Google but does not provide structured information, clear headings, or factual transparency, ChatGPT might still skip it.

To stay visible in both, your team needs to create content that is technically sound for Google and semantically clear for AI.

Here’s a quick summary of how the two environments differ in practice; the signals, formats, and refresh cadences that drive performance.

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You can read more about the best practices on optimizing your content for generative AI from our guide.

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Why Dual Optimization Matters: The Shift from Queries to Answers

The rise of AI Search represents more than a new ranking system, it is a change in how information is retrieved altogether. Understanding how LLMs like ChatGPT retrieve, evaluate, and cite information is essential for building visibility. They use retrieval-augmented generation (RAG) to find recent, factual, and trusted content; rewarding freshness and authority rather than pure keyword density.

Google’s own SGE documentation confirms this shift, emphasizing that AI-generated summaries rely on freshness and factual clarity.

Traditional search engines rely on static indexes and keywords. LLMs evaluate credibility through three primary lenses: freshness (recently updated pages win), structured clarity (clean headings, schema, and summaries), and source corroboration (facts that appear across multiple reputable domains). When your page pairs clear structure with recent updates and consistent third-party corroboration, it is far more likely to be selected and cited inside answers. Large Language Models (LLMs) like ChatGPT, Gemini, and Perplexity actually perform live searches, interpret results in real time, and compose synthesized answers that include only a handful of cited sources.

This means the unit of competition is no longer a keyword, but a query intent. When a user asks “how can we use generative AI to identify intent-rich topics for AI search optimization,” the LLM expands that question into multiple subqueries, a process known as query fan-out.

These subqueries can include phrases like:

• “generative AI intent-rich topics”
  
  
• “AI search optimization strategy”
  
  
• “content strategy for ChatGPT and Google search”
  
  

Brands that appear in those subqueries become part of the AI answer.

That is why visibility inside these expanded queries now defines reach and authority.

For a deeper breakdown of how query fan-out works and how to monitor these patterns, see our full guide: Understanding Query Fan-Out in AI Search.

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How to Create Content for Google and ChatGPT Search

Creating content that performs in both Google and ChatGPT starts with structure and clarity, because LLMs prioritize content that is fresh, factual, and cited across multiple trusted domains.

This is where dual optimization begins

1. Build Around User Intent, Not Keywords

Short answer: Map questions by funnel stage and cover both the keyword phrase and the conversational question that triggers citations.

In Google, a keyword helps users find your page.

In ChatGPT, a question determines whether your page is quoted.

Start by mapping out the questions your audience asks at each stage of the funnel. Tools like Superlines can show which prompts generate AI citations for your competitors and where your content could fill the gap.

Tip: If your Google keyword is “best CRM software,” your ChatGPT prompt equivalent might be “Which CRM tools are best for mid-size B2B teams?” and the top query fan-out “Best CRM tools for B2B”, Include all these angles in your content.

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2. Structure for Both Crawlers and Models

Short answer: Use question subheads, TL;DR blocks, and Article/FAQ schema so both Google and LLMs can lift clean snippets.

Google uses HTML and links to understand hierarchy.

ChatGPT uses structures such as H2s, bullet points, and schema to interpret meaning.

Make your content scannable for both:

• Use question-based subheadings that double as conversational prompts.
  
  
• Keep sentences under 25 words where possible.
  
  
• Add structured data (FAQ, HowTo, Article schema) so AI can parse your page.
  
  
• Use summaries, TL;DR blocks, and key takeaways to increase your chance of being cited inside ChatGPT answers.
  
  

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3. Optimize for Entities, Not Just Keywords

Short answer: Define people, products, and concepts clearly and reference authoritative sources to boost entity clarity and trust. Both Google and AI models rely on entities such as people, companies, tools, and concepts to understand relationships between topics.

To perform well in both:

• Mention related entities naturally (for example, HubSpot, Salesforce, CRM automation, pipeline tracking).
  
  
• Link to authoritative external sources.
  
  
• Keep your facts updated because AI assistants prioritize recency.
  
  

When your content clearly defines what it is about and who it is for, models like ChatGPT and Gemini are far more likely to cite it as a trusted reference.

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4. Blend Expertise and Clarity

Short answer: Lead with facts, attribute data, and keep sentences concise so AI can quote you without ambiguity.

ChatGPT is excellent at spotting fluff.

It favors expert, factual, and balanced writing over opinionated or overly promotional copy.

Encourage your team to:

• Use data-backed statements and real examples.
  
  
• Attribute statistics to credible sources.
  
  
• Include author bios and context about your expertise.
  
  

Think like an editor for an AI reader. Your goal is to help the model understand, summarize, and trust your content.

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5. Refresh and Monitor Frequently

Short answer: Refresh priority pages every 30–60 days because AI answer visibility decays faster than traditional rankings

Unlike Google, ChatGPT visibility decays faster. If your content is not refreshed, it might drop from answers within weeks.

Update key statistics, republish time-sensitive sections, and keep schema valid.

Superlines data shows that fresh content has nearly twice the likelihood of being cited in AI-generated answers.

Pro tip: Update your content every 90-days for best results!

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Why Writing for AI Search First Future-Proofs SEO

Optimizing for AI Search now helps you win in Google’s AI overviews and AI Mode, which are slowly becoming the main search experience. Every element that helps LLMs retrieve and understand your content also boosts SEO performance.

In other words, optimizing for AI Search now helps you win in Google’s near-future environment.

As search engines increasingly integrate generative summaries and conversational interfaces, content that is AI-readable gains higher surface area across all search channels. 

According to Gartner, AI assistants will account for over 25% of all search interactions by 2026, making dual optimization essential.

Marketers who adopt an AI-first approach are effectively future-proofing their SEO.

Instead of waiting months for rankings to climb, your content gains citations in ChatGPT or GEO (or AEO) builds on SEO by making your content accessible to AI search engines and measurable across both ecosystems. All the great SEO work that the marketing teams have done in your company isn’t in vain but actually works as the groundwork for AI Search visibility; technical SEO, keywords and content that has been created that just needs to be optimized. The processes probably are in space but just need a tiny bit of adjusting for AI Search to be fully adapted.

GEO and AEO are how you turn visibility into a repeatable process. We’ve outlined the full method in our 10-Step GEO Framework guide.

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Content Marketing Strategies for Google and ChatGPT

The best content strategies now combine SEO’s keyword discipline with AI Search’s conversational depth. That means structuring articles for readability while including clear entity definitions and supporting data.

You do not need two separate strategies. You need one that works in both ecosystems.

1. Treat Google and ChatGPT as One Funnel

Google brings traffic. ChatGPT builds trust.

If users first meet your brand through ChatGPT, they are more likely to click through Google or branded search later.

Align these metrics in your reporting. Instead of separating SEO and AI performance, measure combined visibility and lead influence.

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2. Create AI-Readable Authority Content

Authority in Google comes from backlinks.

Authority in ChatGPT comes from clarity, consistency, and structured proof.

To balance both:

• Write comprehensive articles (over 1,500 words) that fully answer intent-driven questions.
  
  
• Summarize key insights in short paragraphs so AI models can quote you.
  
  
• Include comparison tables or key data visuals because ChatGPT often cites these sections directly.
  
  

3. Cover Intent-Rich Topics

Both Google and ChatGPT reward topics with clear intent such as “how,” “why,” “best,” “alternatives,” and “pricing.”

AI systems interpret these as transactional or evaluative intent, which means high-value opportunities for visibility and conversion.

Use your analytics to spot which intent clusters, like “how to use AI in marketing,” perform in one platform but not the other, and optimize accordingly.

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4. Measure Both Sides of Visibility

In Google, measure clicks and sessions.

In ChatGPT, measure citations and mentions.

Together, they form a full-funnel visibility picture.

Platforms like Superlines can track where your brand appears in ChatGPT, Gemini, and Perplexity, showing which prompts cite your pages and where competitors dominate.

Example: If your blog post is cited in ChatGPT for “best content analytics tools” but ranks fifth on Google for the same term, you have achieved dual visibility, a sign your content is contextually strong.

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Example: Turning One Blog Into Dual-Channel Performance

Let’s take an example.

You publish an article titled “Best Email Automation Tools for SaaS Companies.”

For Google:

• Optimize for the keyword “email automation tools for SaaS.”
  
  
• Use internal linking, metadata, and backlinks.
  
  

For ChatGPT:

• Add a TL;DR summary listing top tools with descriptions.
  
  
• Include transparent comparisons and update stats quarterly.
  
  
• Add structured data like Product and FAQPage schema.
  
  

After 60 days, your page begins appearing in ChatGPT’s answers when users ask “What are the best email automation tools for SaaS startups?”

At the same time, you climb from #6 to #3 in Google, proof that both channels reinforce each other.

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Why AI Search Delivers Faster ROI for Marketers

The feedback loop in AI Search is dramatically shorter than in traditional SEO.

On average, Superlines data shows that new articles begin gaining visibility in around nine days. For comparison, Google’s average time to reach stable indexing is 90 days.

That early signal is a game changer for marketers. In a 2025 survey, BrightEdge found 68% of marketers are actively adapting strategies for AI search.

It allows you to quickly see what works, iterate faster, and compound results as citations and mentions increase across AI engines.

Having data about how AI models read and cite your content is like having a cheat code for visibility.

You are no longer guessing what might work, you can measure it directly and adjust in real time.

Many teams see faster visibility lift in AI Search than in SEO. If you want to understand how that translates into real business impact, check out our AI Search ROI framework.

Visibility in AI Search determines who shapes industry perception inside AI-generated answers. The cost of inaction grows each month as competitors secure early trust.

The Cost of Ignoring AI Search Visibility

When your competitors are cited as trusted sources in ChatGPT or Gemini, and you are not, the gap compounds over time.

The risks include:

• Lost share of voice in AI answers where purchase decisions increasingly begin.
  
  
• Outdated brand representation as older or incomplete content is synthesized by AI.
  
  
• Missed opportunities to guide how your industry is discussed inside generative platforms.
  
  

AI Search is not replacing traditional search; it is redefining it.

The longer your brand waits to establish presence, the harder it becomes to catch up.

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The Dual Optimization Loop (with and without a GEO Solution)

Dual optimization aligns SEO and AI Search workflows. Whether done manually or through a GEO solution, the process moves from topic discovery to optimization, measurement, and iteration, all within a much shorter feedback cycle.

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To see how much the process has changed, compare the old way of managing SEO to the new AI Search–first approach. The difference is not just speed; it’s clarity, data, and measurable visibility.

Here’s how the workflow changes when you move from traditional SEO to a GEO/AEO-powered approach:

This loop compresses the traditional 6-month SEO cycle into an ongoing optimization process where insights translate into visible results within weeks.

Key Strategies to Improve AI Search Visibility

Improving visibility in both Google and ChatGPT search requires a balance of content quality and technical precision. These best practices ensure your content is discoverable, trusted, and cited across AI-driven search environments.

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The Future of Content Performance Across Search Ecosystems

In 2026 and beyond, Google and ChatGPT will not compete. They will complement each other. Google remains where discovery starts, while AI search defines which brands users remember.

The most successful marketing teams will master both:

• Google for visibility and reach
  
  
• ChatGPT for credibility and retention
  
  

The brands that win will be the ones that teach, clarify, and connect across both systems.

The practical differences between optimizing for Google and optimizing for ChatGPT come down to signals, format, and refresh cadence. Here’s how the two environments differ in practice:

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How Superlines Helps Marketing Teams Operationalize Dual Visibility

Superlines helps content teams track, analyze, and optimize visibility across both Google and AI search engines in a single workflow, turning dual optimization into a measurable, repeatable process.

With Superlines, you can:

• See which pages are already cited in ChatGPT, Perplexity, or Gemini.
  
  
• Identify which entities or topics are missing from your visibility footprint.
  
  
• Get recommendations for how to structure content for both crawlers and LLMs.
  
  
• Monitor performance trends across AI engines and traditional search in one dashboard.
  
  

Instead of manually guessing which updates improve visibility, Superlines gives marketing teams clear, data-driven insights about what to prioritize next.

This transforms AI Search from an experimental idea into a measurable, scalable marketing channel.

Start optimizing for visibility inside answers , not just rankings, and you’ll define how your audience discovers you. Get started today!