How to make sure your content and site appear in ChatGPT: A guide for B2B marketers

AI isn’t just a buzzword anymore — it’s reshaping how B2B buyers research, shortlist, and select suppliers.

At Velo, we’re actively working through a “test and learn” roadmap to adapt to this new reality. From monitoring referral traffic to restructuring how we create content, we’re seeing firsthand how AI impacts visibility — and how smart adjustments can yield real results.

In this guide, we’ll show you what’s happening, what we’re doing about it, and how you can start optimising your own marketing strategy for AI-led and zero-click search. If you want to stay relevant and competitive, this is where you need to begin.

ChatGPT is already sending traffic — are you tracking it?

B2B buyers are increasingly integrating ChatGPT into their everyday workflows — from quick research to supplier selection.

If you dive into your Google Analytics data, you may already spot new traffic sources linked to ChatGPT — either explicitly marked with utm_source=chatgpt or appearing under general referral traffic.

Across multiple clients in sectors like professional services, manufacturing, and specialist technology, and within our own agency data, we’ve observed a consistent rise in ChatGPT-driven sessions starting around October of last year — and it’s still growing.

How to find ChatGPT traffic in Google Analytics 4 (GA4)

To track ChatGPT’s impact on your site:

• • Open your Google Analytics 4 property.

• • Navigate to Reports → Acquisition → Traffic Acquisition.

• • Adjust the primary dimension to Session Source/Medium or add Source as a secondary dimension.

• • Search for terms like “referral” or “chat.openai.com.”

• • Review key metrics linked to this traffic.

This analysis will help you measure how AI-driven search behaviours are affecting your site traffic today.

Why it’s a challenge — and what B2B marketers must do

Here’s the key challenge:

Most answers generated by ChatGPT — and increasingly by Google itself through AI summaries and featured snippets — are part of what’s called zero-click search.

That means users find what they need without ever clicking through to a website. Unless a user explicitly chooses to explore further, your content might help answer their question — but you won’t see it reflected in a traditional website visit.

That’s why it’s essential to ensure your brand, messaging, and expertise are embedded within ChatGPT’s — and Bing’s — data ecosystem, and optimised for AI-first visibility.

At Velo, we’ve seen this dynamic firsthand.

For instance, our own organic search ranking for terms like “B2B marketing agency” improved when we shifted focus to creating in-depth articles answering specific buyer questions — a move that also better positioned us in Google’s new AI-generated answer panels and protected our visibility in a zero-click environment.

How to optimize your content and site for ChatGPT and AI discovery

1. Use Bing Webmaster Tools to monitor indexing

Since ChatGPT’s data leans heavily on Bing’s engine, using Bing’s Webmaster Tools — much like Google’s Search Console — is now vital.
You can:

• • Submit sitemaps.

• • Monitor and resolve indexing issues.

• • Understand what Bing sees when it crawls your site.

Test and learn is crucial here — we’re actively refining sitemap submissions and adjusting how service pages for manufacturing and tech clients are structured based on what we observe being indexed.

2. Build content that directly answers buyer questions

The key is creating content that AI can easily lift as an authoritative answer. We recommend:

• • Writing articles that target niche, specific buyer questions.

• • Covering different stages of the buyer journey separately.

Examples:

• • For a professional services client:
    “What should a growing law firm look for in a new IT partner?”

• • For a manufacturing company:
    “How can predictive maintenance lower costs for industrial equipment manufacturers?”

• • For a specialist tech firm:
    “What cybersecurity measures are essential for mid-size SaaS providers?”

At Velo, we’re layering our blog and service content to better match this strategy — particularly for clients targeting sector-specific pain points.

3. Strengthen structured content for machine interpretation

Structured content boosts discoverability by AI platforms:

• • FAQ Schema Markup helps search engines read Q&A sections better.

• • Clear H1, H2, and H3 headings make pages easier for AI to parse.

• • Short, sharp definitions under each service or solution heading work best.

Examples:

• • For manufacturing clients:
    “What is ISO 9001 certification and why does it matter for valve manufacturers?” under an H2.
  • For tech clients:
    “What compliance frameworks are needed for sustainability leaders in suppliers to airlines?” under a clear subheading.

We’re actively revisiting and updating older content across professional services and manufacturing sectors to reflect this model — and the early signs in ranking shifts are promising.

4. Improve entity recognition

Entities — specific companies, industries, and service names — help ChatGPT and Bing connect information correctly.

How to help AI recognize you:

• • Write clear, direct company descriptions.

• • Get referenced consistently across third-party platforms.

For example:
A manufacturing automation client might ensure they are referenced not just as “ABC Ltd.” but consistently as “ABC Ltd, a UK-based industrial automation solutions provider.”

5. Build authority through strategic backlinking

Backlinks remain powerful — both for Google, Bing, and AI authority.

Focus on:

• • Guest posts in sector-specific publications (e.g., The Manufacturer, B2B Marketing, TechRadar Pro).

• • Directory listings on review sites such as Capterra and G2, or manufacturing portals like ThomasNet.

We’re actively building backlink strategies for our professional services and B2B technology clients to amplify their visibility across AI platforms.

Conclusion: The AI and zero-click search era demands test, learn, and adapt

At Velo, we’re not just observing these trends — we’re working through them ourselves.
The future of B2B marketing is being shaped by AI-led discovery and zero-click search behaviour, and adapting your strategy to meet it head-on is vital. By following a test-and-learn approach — optimising for Bing, reworking content structures, and strengthening entity authority — you can ensure your brand remains discoverable, credible, and competitive.

AI isn’t a future risk — it’s a current reality. The smarter you adapt, the stronger your position will be.

Mark Gillam

Analyst & Planner

Mark leads our performance marketing team spanning campaign planning, creative, activation and reporting. What he doesn’t know about MarTech is not worth knowing. You’ll find him working in the family pizza restaurant on the weekend too.