ChatGPT’s Approach to Driving Growth with SEO

Generative AI platforms like ChatGPT have embraced search engine optimisation (SEO) as a core part of their growth strategy, despite claims online that AI could undermine this traditional marketing channel. Examining how ChatGPT, Perplexity, and Claude perform in search reveals why ChatGPT’s investment in SEO continues to pay off.

SEO Investment and Projected Returns

OpenAI has demonstrated the value of SEO in generating revenue. With monthly organic traffic reported at 76.5 million visits for ChatGPT, compared to 1.7 million for Perplexity and 908,000 for Claude, the potential returns from a targeted SEO strategy are substantial. Even a conservative 0.5% conversion rate at a $20/month subscription price suggests ChatGPT could generate around $92 million in annual revenue, representing a staggering 15,200% ROI from an estimated $600,000 annual SEO investment.

To support this growth, OpenAI has actively invested in SEO talent, hiring content strategists and growth specialists focused on SEO, conversion rate optimisation (CRO), and website strategy. The combined investment in these roles is estimated between $410,000 and $600,000, excluding additional expenses like benefits.

Why SEO Remains Critical

SEO’s resilience comes from the fundamental human behaviour of searching. Even as AI expands how people find information, traditional search engines like Google remain relevant. A slight decline in Google search volume from 2024 to 2025 highlights the growing importance of visibility, as users increasingly turn to a mix of generative AI and traditional search. By building SEO into ChatGPT from the ground up, OpenAI ensures its platform remains discoverable across the web.

Comparing ChatGPT, Perplexity, and Claude

When analysing the SEO performance of these platforms, ChatGPT stands out for its sheer scale. Domain authority scores place ChatGPT at 99, followed by Perplexity at 81 and Claude at 75. Brand recognition drives significant search demand, with “ChatGPT” receiving 45.5 million monthly searches compared to 1 million for Perplexity and 500,000 for Claude.

Keyword rankings further illustrate this advantage: ChatGPT ranks for approximately 287,800 keywords, Perplexity 184,800, and Claude 36,000. While all three platforms rely on content to drive traffic, ChatGPT’s combination of user-generated content, brand authority, and technical SEO creates a compounding growth effect.

Technical Foundations: Code and Structure

A key part of ChatGPT’s SEO strategy is its technical foundation. Optimised robots.txt files, multiple sitemaps, and strategic URL structures improve indexability and search visibility. In comparison, Perplexity’s robots.txt is less comprehensive, and Claude only recently implemented one. Keywords included in URLs give search engines and AI systems like ChatGPT clear signals about page content, further boosting rankings.

Content Strategy and Optimisation

All three platforms produce content targeting their audiences, including use cases, partnerships, and industry-specific articles. However, ChatGPT leads in optimisation. Meta titles, descriptions, and image attributes are fully optimised, whereas Perplexity and Claude have gaps that limit their search visibility. Even with relevant content, failure to optimise these technical elements can prevent pages from ranking or being indexed effectively.

Conversions: Turning Traffic into Users

SEO is only part of the equation; driving conversions is equally important. ChatGPT, Perplexity, and Claude all offer free trials before encouraging users to convert or sign in. Optimising for conversions, both free and paid, ensures that SEO efforts translate into tangible revenue, not just traffic.

Lessons for Businesses

The success of ChatGPT demonstrates that even disruptive technologies benefit from traditional digital marketing strategies. Investing in SEO, optimising technical foundations, leveraging brand authority, and focusing on conversions can significantly enhance growth. Businesses should take note: combining AI innovation with tried-and-tested SEO techniques is a powerful formula for driving revenue.

OpenAI’s commitment to SEO shows that, when executed correctly, it remains a crucial growth lever. For companies aiming to expand their digital presence, the message is clear: integrate SEO into your strategy, optimise your content and technical infrastructure, and focus on converting your traffic — just as ChatGPT has done.