In a recent LinkedIn post, Rand Fishkin tackled a hot topic for today’s marketers: how do you actually show up in ChatGPT and other large language model (LLM) results?
While many might be tempted to search for a secret trick or hack, Rand’s advice is straightforward—focus on creating high-quality, relevant content.
The Myth of “Gaming” ChatGPT
When asked, “How do you appear in ChatGPT results?” Rand was quick to dismiss any notion of a hidden shortcut. “This is fully wrong,” he emphasized. Instead of chasing gimmicks, he urges marketers and content creators to invest in building genuine, valuable content.
According to Rand, the goal isn’t to trick the system but to let your expertise and consistent messaging naturally rise to the top.
Understanding How LLMs Work
Rand praises Steven Wolfram’s excellent article, How ChatGPT Works, for its clear explanation of the mechanics behind these systems.
In simple terms, ChatGPT—and similar LLMs—generate responses based on patterns of language.
They pull from an enormous corpus of text that includes digitized books, websites, and other sources, analyzing which words typically follow others. This means that what you say (and how you say it) on the web plays a critical role in how your content is represented in AI responses.
Imagine it like this: if certain phrases or words appear frequently across the internet in association with your brand, an LLM is more likely to “learn” to include your brand in its answers.
It’s not magic—it’s the predictable outcome of vast amounts of data being processed to form coherent responses.
Consistency is Key: A Personal Example
Rand illustrates this with a personal anecdote. Consider his own bio snippet—a carefully crafted piece of text that appears on numerous podcasts, YouTube channels, and conference pages.
When he searches for his exact bio in Google (using quotation marks), he finds it replicated hundreds of times. This repetition isn’t accidental; it’s a result of consistent public relations work.
Take, for example, the phrase “fine audience research software.” Rand explains that his brand, SparkToro, appears at the top of search results when this precise language is used—because it’s been replicated across the web.
However, if someone searches for “audience research tools,” SparkToro might not appear.
This subtle difference highlights a key insight: if you want your brand to rank for specific queries in LLM outputs, you need to control and consistently use the language associated with your expertise.
The Call for More PR-Style Thinking
What really bothers Rand is that, despite the clear evidence and available strategies, very few marketers are applying this “public relations” approach.
While there’s a surge in interest for tips on “how to show up in ChatGPT” or “how to appear in AI answers,” few are taking the necessary steps to ensure their words—and by extension, their brands—are woven throughout the digital fabric in a way that LLMs can recognize and favour.
In Rand’s view, the solution is simple: if you want to be picked up by AI systems, invest in getting your carefully crafted phrases and content distributed widely.
It’s not about tricking the algorithm; it’s about being seen consistently across the web.
Final Thoughts
The takeaway from Rand Fishkin’s insights is clear. There is no secret shortcut to ranking in ChatGPT or other LLM outputs.
What works is the timeless advice of creating high-quality, relevant content and ensuring your messaging is consistently present across various digital platforms.
For marketers, the challenge is to blend solid content strategy with a touch of traditional PR—so that when someone searches for terms linked to your niche, your voice is unmistakably there.
Leave a Reply