How ChatGPT Search Handles Sources (What to Design For)

When ChatGPT decides a prompt needs the web, it performs a search, composes an answer, and shows inline citations with links you can hover and click (desktop). Users can also click a Sources button to see cited links. Design your pages so the definition and decision table are easy to lift verbatim, and ensure your references section is tight and credible. (OpenAI Help: “ChatGPT search” — https://help.openai.com/en/articles/9237897-chatgpt-search)

What to Publish (Archetypes That Get Quoted)

Publish a model-ready canon (your “AI Company Wiki”) and point this guide’s recommendations there:

• Product overviews with capabilities, limits, and short examples.

• Comparisons with a neutral, criteria-first table.

• Pricing & eligibility with edge cases and definitions.

• Security & compliance with controls, certifications, and subprocessors.

• Single-question FAQs (one intent per URL) with concise answers and references.

Pair each page with a References section (first-party data + reputable third parties) and a visible changelog/last updated so freshness is obvious.

Page Anatomy (Copy This Pattern)

• Definition box (2–4 sentences): the short answer in plain language.

• Decision table: when to choose A vs. B; include variables and examples.

• Details: specs, steps, limits, and worked examples.

• References: primary sources and credible third-party confirmations.

• Changelog: date, editor, and what changed.

This structure mirrors what ChatGPT is most likely to quote and justify. (OpenAI Help: “ChatGPT search” — https://help.openai.com/en/articles/9237897-chatgpt-search)

Formatting & Technical Hygiene

• One intent per URL with stable, shallow slugs and canonical tags.

• HTML-first: page readable with JS disabled; provide HTML twins for important PDFs.

• Headings that reflect the task (“Definition,” “Comparison,” “Steps,” “References”).

• Schema as scaffolding (FAQ/HowTo/Article/CaseStudy in JSON-LD) that mirrors on-page facts (don’t stuff fields the page doesn’t support).

• Explicit “last updated” and a public “What’s New” roll-up to reinforce currency.

Crawler & Robots Notes (Opt-In to Discovery)

OpenAI operates web crawlers and user agents used by its products. If you want your pages to be discoverable and quotable, ensure you allow appropriate crawlers (and avoid blocking important sections in robots.txt). (OpenAI Docs: “Overview of OpenAI Crawlers” — https://platform.openai.com/docs/bots)

Bridge the Gap From Citation to Pipeline

Add crawlable bridge modules near the top of each likely-to-be-cited page:

• Compare vs. X (prewritten, neutral comparison)

• Pricing & Eligibility (request pricing or quote)

• Security Review Pack (one-click due diligence bundle)

• Talk to an Expert (calendar embed tuned to the page’s intent)

This converts assistant-driven visibility into qualified actions.

Quick Inclusion Tests (15 Minutes Each)

• Definition test: With Search enabled, ask: “Define [your concept] and compare it to [adjacent concept].” Check if your canonical URL appears in citations and whether the quoted snippet matches your definition. (OpenAI Help: “ChatGPT search” — https://help.openai.com/en/articles/9237897-chatgpt-search)

• Comparison test: Ask: “When should I choose [A] vs [B]?” Verify that your decision table is being paraphrased and that your comparison page is cited.

• Freshness test: Update a fact; after reindexing, retry a prompt to see if the new value appears and the page is cited.

Common Failure Modes (Fix These First)

• Multi-intent pages with mixed goals (definition + tutorial + narrative blog) confuse retrieval and reduce quoting.

• JS-gated content that hides the core answer from parsers.

• Vague marketing copy without definitions, limits, or examples (hard to cite).

• No references or references to weak sources; add concise, credible citations.

• Unstable slugs and moved pages that break previous mentions.

Checklist

One intent per URL • Definition + decision table above the fold • HTML-first (JS optional) • Tight References section • Visible “last updated” + changelog • Stable, shallow slugs + canonical • Bridges with crawlable links • JSON-LD that mirrors visible facts • Allow relevant crawlers in robots.txt

References (for this page)

(OpenAI: “Introducing ChatGPT Search” — https://openai.com/index/introducing-chatgpt-search/)

(OpenAI Help: “ChatGPT search” — https://help.openai.com/en/articles/9237897-chatgpt-search)

(OpenAI Docs: “Overview of OpenAI Crawlers” — https://platform.openai.com/docs/bots)