How to show up in ChatGPT, Claude, and other LLMs

"Why isn't our product showing up in ChatGPT's recommendations?" 

This is probably the most common question we’re asked at Campfire Labs in 2025. And for good reason: Marketers understand that as generative AI reshapes how potential customers discover solutions, being invisible to these systems means missing critical opportunities. 

The good news? You don't need to crack some mysterious algorithm to become visible. Through our work helping companies adapt to this new reality, we've identified five straightforward tactics that will improve LLM visibility—without requiring you to abandon everything that's already working in your marketing strategy.

1. Create detailed product content pages

Some B2B companies have focused so heavily on thought leadership content that they've neglected to publish clear, detailed information about what their products actually do (although of course there are lots of examples of companies doing the opposite). This common mistake means that LLMs have no definitive source of information about what your product actually does. They can't find authoritative information about these products. And so they hallucinate.

When one of our clients discovered they were showing up in ChatGPT with incorrect information about how they compare to competitors, we recommended creating a series of product comparison pages. These pages not only help correct misinformation in LLM results but also rank for search terms that drive significant organic traffic.

Tactical tip: Create dedicated, detailed pages that clearly explain:

• What your product does
• Who it's for
• How it solves your customers' problems
• Feature breakdowns
• Clear comparisons with alternatives

Find out how we helped Vena close deals with competitor comparison content.

2. Build a well-structured, easy-to-crawl website

Just like with traditional SEO, technical structure matters enormously for LLM visibility. Creating an organized site that is easy for an LLM to navigate and understand increases the odds that your content is included in training data and real-time search.

It’s easy to overlook technical aspects of optimization, focusing solely on writing quality. But schema markup, proper site organization, and structured data play a crucial role in helping LLMs understand and accurately represent your content.

Action step: Ensure your site uses:

• Schema markup (especially Organization and FAQ Page schema)
• Clear site hierarchy with logical navigation
• Structured data for product features, pricing, and comparisons
• Well-organized HTML with semantic headings and clear page structures

Real-world example: 300% lift in LLM traffic after a GEO overhaul

Nexus Marketing ran a Generative Engine Optimization audit for Double the Donation that included:

• Adding Organization, Author, and FAQ schema
• Improving their About page with real-author bios for E-E-A-T signals
• Cleaning up technical SEO and social profiles for consistent brand data

The result: a 300% increase in user sessions from ChatGPT, Gemini, and Perplexity in five months. This example shows how creating a crawlable structure and building E-E-A-T authority can increase LLM visibility.

3. Get your messaging distributed widely across the web

When LLMs see your product mentioned near relevant terms across multiple websites, they make stronger semantic connections. This co-occurrence pattern helps establish your product as relevant to specific pain points or solutions.

The training data that powers these algorithms comes from the entire web, not just your site. If your product is mentioned alongside relevant terms often enough, LLMs will pull your product out when people are talking about related pain points or solutions.

Action step: Invest in:

• PR outreach to get coverage in industry publications
• Co-marketing campaigns with complementary products
• Guest posting on high-authority industry blogs
• Getting industry thought leaders to mention your product in their content

4. Invest in building site authority

If you think about how tools like ChatGPT or Perplexity work, they're often just searching the web and then summarizing the results. That means traditional SEO still matters tremendously.

Companies that invest in successfully ranking for relevant terms in traditional search engines will also show up more frequently in LLM results. When someone asks ChatGPT "what are the best HR software tools for startups," it's likely running a search and summarizing those results.

Action step:

• Produce high-quality content that earns backlinks
• Focus on ranking for terms your ideal customers are searching for
• Don't abandon traditional SEO best practices
• Think about how people phrase questions differently in conversational LLMs versus search engines

Real-world example: Big-brand citations drive real referral traffic

After ChatGPT launched its web search capability, referrals to 14 major publishers grew eight-fold in six months. The New York Post received 760,000 visits from ChatGPT in January 2025 (0.5% of its total traffic), with The Guardian and Forbes close behind, according to Search Engine Journal.

LLMs consistently favored publications that are:

• Frequently cited by other trusted sites (demonstrating authority)
• Technically accessible for OpenAI's crawler
• Rich in well-structured article metadata

5. Structure content around natural language patterns

LLMs are built around natural language processing, meaning how you structure your content matters. Unlike traditional keyword-focused SEO, consider how the semantic relationships between concepts in your content help LLMs understand what you're about.

This doesn't mean keyword stuffing or trying to game the system – it means writing in a way that clearly establishes the relationships between concepts, problems, and solutions in your domain.

Action step:

• Organize content thematically rather than focusing solely on specific keywords
• Consider how people phrase questions conversationally when querying ChatGPT
• Create content that addresses the variations in how people might ask about your product
• Focus on natural language over technical SEO-speak

These tactics are no-regret investments

Even if these tactics don't immediately improve your LLM visibility (though they will over time), they'll help you acquire customers through other channels and make your content easier for humans to navigate.

These are "safe investments" that will deliver ROI regardless of how exactly LLMs evolve. They align with the timeless principles of creating valuable content, making it easy to find and understand, and distributing it widely.

Don't wait for perfect information

The companies that grow in this uncertain landscape won't be the ones waiting for perfect information about how LLMs work. They'll be the ones experimenting, measuring results, and adjusting tactics based on what they learn.

As one of our clients put it: "It still feels like a black box to me on how that information is getting in there." But that's okay – Google's algorithm has always been partly a black box too, and that didn't stop smart marketers from figuring out what works.

The marketers who succeed with LLM optimization will be the ones who start implementing these tactics today, rather than waiting for perfect clarity that may never come.

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