By skyforbes 
How to Get Your Website to Show Up in ChatGPT: 3 “Relatively-Advanced” AI Concepts You Need to Know…
I’m just getting back to Vermont after spending most of the week in Hilton Head, SC…
There, I delivered a talk at the Baby Bathwater Institute‘s flagship annual event…
The talk was one of ~20 sessions at the event, and it was voted “Best Content Award” by the 150+ attendees at the event, which was pretty cool…
(I have the brass bathtub and certificate to prove it 🙂
BUT…
The best session that I personally attended as an attendee was actually a talk led by Dan Hinckley, co-founder of Go Fish Digital…
Dan’s session was a deep dive into what it really takes to get your brand to show up in AI-generated answers — across platforms like Google AI Mode, AI Overviews, and most notably — ChatGPT.
I believe that in the next half-decade, this is going to be one of the (if not *the*) most important marketing channels we all need to understand.
I also believe the time to be acting is now, for the following reasons:
- First… Average time spent in the ChatGPT app has doubled from 7.6 mins per day in 2023 to 16 mins per day in 2025, while at the same time, daily time spent inside Google Search apps has decreased from 19.6 mins to 18.2 mins per day…
(In other words, people are spending more and more time searching for answers in ChatGPT and less and less time on Google…)
- Second… Google AI overviews (those AI generated snippets you see when you do a Google search) now appear on roughly 55% of all Google searches — and already, over 2 billion people interact with these AI-results every month…
(In other words, we’ve reached a point where the new frontier of “AEO” — Answer Engine Optimization — is already more important than traditional SEO…)
Now, the question is of course:
What do you need to do to show up in these AI Answers? For instance, when someone searches Google AI Mode or ChatGPT on topics relevant to your product, service, business, or brand…
Well, Dan’s talk led me to do a deep dive into some of the most important (relatively-advanced) AI concepts that I think are critical for us to become familiar with — in order to begin to understand how to show up both in ChatGPT and all LLMs more generally.
Now, in full disclosure — this is a deep topic. Today’s issue just begins to scratch the surface. So consider this an “initial primer” and an invitation to do a deeper dive into the topic.
As always: Be Curious. Ask Questions. Seek Truth.
Let’s begin by exploring…
Key Concept #1: Vector Embeddings.
When it comes to showing up in ChatGPT, the first AI concept that’s really important to understand is Vector Embeddings, as illustrated in the diagram below:
ChatGPT does a decent job of explaining what “Vector Embeddings” are exactly, in the following ELI15 explanation:
“Vector embeddings are numerical representations of text that place words, sentences, and ideas in a multi-dimensional space, where semantic similarity is measured using trigonometry — specifically, the cosine of the angle between two vectors. When two pieces of text point in nearly the same direction (a small angle between them), their cosine similarity is close to 1, meaning they express similar ideas.
AI systems like ChatGPT and Google’s AI Overviews use this math to find which content most closely “aligns” with a user’s question. For marketers, optimizing for AI visibility now means creating content that semantically matches user intent — so your brand’s vector sits at the smallest possible angle to the queries your audience is asking.”
In other words, as marketers, if we want to show up in ChatGPT, we need to shift our mental paradigm from optimizing our websites for keywords to optimizing our content for concepts.
We need to craft content that aligns semantically with the meaning and intent behind what people ask, so our brand’s ideas sit closest in the AI’s “vector space of understanding“.
Which brings us to…
Key Concept #2: Entity Graphs.
If we want to show up in ChatGPT, the next AI concept that’s really important to understand is Entity Graphs, like the one below from Google’s Natural Language API:
Once again, to explain “entity graphs” in more detail, we have ChatGPT to help us here:
“An entity graph is a web of connected concepts — people, brands, places, and ideas — showing how they relate to one another in the eyes of AI.
Systems like Google’s AI Overviews and ChatGPT use these graphs to understand who or what is being discussed and how those entities connect.
To make your brand show up in AI answers, you need to analyze which entities appear in the AI’s responses for your target queries and compare them to the entities represented on your own website.
If the AI highlights concepts or brands your content doesn’t clearly define or connect to, that’s your cue to create or strengthen those relationships — adding structured data, clearer descriptions, and authoritative context — so your brand becomes a recognized, well-linked node in the AI’s knowledge graph.”
For example:
Let’s say you sell specialty toothpaste.
If you want your brand to show up when someone asks ChatGPT:
“What is the best toothpaste for children with sensitive teeth due to a palatal expander and which doesn’t contain fluoride?”
You need the entity graph of your content to closely match the entity graph of the answer that comes back from ChatGPT, so that your brand shows up as a recommended option.
How do you do this?
For starters, you can do a “entity graph gap analysis” by copy/pasting what comes back from ChatGPT, plug that into Google’s Natural Language API using the link above, and then compare the results with what shows up when you plug in the copy from content you’ve written on your website (and across social media).
This in turn brings us to…
Key Concept #3: Information Gain Rate & Time to Answer.
Like humans, AI LLMs are lazy.
For instance, open-source browsing tests show that AI models often stop after about 100 lines.
Meaning: If your key information sits lower than that in a given piece of content, it’s likely that you won’t show up in AI responses.
If you want to show up in ChatGPT, this is where Information Gain Rate (IGR) and Time to Answer (TTA) are so important, like this ChatGPT analysis of two different versions of my professional BIO below:
Before we go any further…
What is Information Gain Rate (IGR) and Time to Answer (TTA) exactly?
Well, once again, from ChatGPT:
“Information Gain Rate measures how quickly and efficiently your content delivers new, valuable information to the reader. In the context of AI and SEO, pages with a high information gain rate get rewarded because they reduce “semantic redundancy” — they teach or clarify something fast, without filler.
When AI systems scan web pages to answer a question, they prioritize sources that add unique insight per sentence rather than rephrasing what’s already widely known.
Time to Answer is how long it takes — in seconds or sentences — for a reader (or AI model) to find the core answer to a question on your page. The faster you deliver that clarity, the more likely your content will be selected and cited by AI assistants and Google’s AI Overviews.
To optimize for this, front-load your pages with direct, well-structured answers near the top (also using a Table of Contents on the page), then expand with supporting details, examples, and context below.”
Again, if you want to show up in ChatGPT, IGR and TTA are incredibly important considerations, in each and every piece of content you create.
And the good news here is that you can use tools like ChatGPT and/or Claude to help you analyze the IGR and TTA of any given piece of content — along with asking for suggestions on how to improve (just like I’ve done in the example above.)
Which brings us to…
Final Thoughts…
These three key concepts:
- 1: Vector Embeddings
- 2: Entity Graphs
- 3: IGR / TTA
Together form an important foundation toward understanding how to get your content / website / brand / product / service to show up not only in ChatGPT — but in each of the LLMs (as well as Google’s AI Overviews)
This is one of the biggest marketing opportunities we have in front of us — and there is definitely a first mover advantage.
This is the 2025 version of having a Google 1st position SERP…
Super high leverage.
With a short window of opportunity to be there first before your competition.
That said…
Do you wanna know one of the most effective ways to get there (fast)?
Building a Strategic Content Ecosystem so that you show up everywhere.
YouTube… LinkedIn… Substack… Etc. Etc.
This is one of the reasons I’m going ALL-IN on this strategy.
In fact, you can see in this incognito browser below…
How ChatGPT is not only pulling content from my website — but also from Apple Podcasts and Medium — all sending a cohesive, consistent message:
If you’re interested in potentially working together with me and my agency team to build out your own Strategic Content Ecosystem — you can join the waitlist to be notified as soon as we open up more spots to work together…
(Which will be soon…)
Okay, I’ll leave you with that for now.
Have a GREAT rest of your weekend…
Remember to HUG the ones you love…
And until next week,
Ryan 🙂
Originally published on https://ryanlevesque.net/ on October 25, 2025.