GPTs, the code-free way to build custom ChatGPT experiences from OpenAI, enable brands to reach ChatGPT users in the GPT Store.
Considering this 80% of Fortune 500 companies have registered OpenAI accounts, it is an important market segment for most companies.
It gives people new ways to try your brand’s products and services while increasing your brand’s visibility in search results.
Google screenshot, February 2024
Since the launch of GPTs in November 2023, the OpenAI website has gained more visibility on Google Search, as shown by Semrush.
Screenshot from Semrush, February 2024
This allows OpenAI to rank on the first page of search results for keywords that are normally very difficult to rank for without “a lot of on-page SEO, link building, and content promotion efforts.”
Screenshot from Semrush, February 2024
Read on for six ways to optimize your GPT to increase online visibility and clicks to the GPT store, search results, and top social networks that appear in Google’s SERPs.
1. Naming your GPT: brand name vs. Keywords
When optimizing any page or content for search, you can focus on optimizing it for your brand or a specific set of keywords.
Google search advocate John Mueller suggests focusing on branding if you’re working toward a long-term marketing strategy.
GPT names can be up to 50 characters long, making them the perfect length for an SEO title tag.
More importantly, when someone searches for a GPT in the GPT Store, GPTs with the search term in the title appear above the top GPTs.
Let’s use Wolfram, one of the prominent GPTs, as an example.
Screenshot from ChatGPT, February 2024
Although the Wolfram GPT description includes keywords such as math and real-time data, users searching for these keywords in the GPT store will not find the Wolfram GPT.
Screenshot from ChatGPT, February 2024
This leaves GPT creators with the following options:
Use the keyword as the name of the GPT, such as Trending GPT Image Generator and Logo Maker. Use your brand as the GPT name, such as Canva and AllTrails. Use a combination such as GPT Video from Veed and Kayak – Flights, Hotels and Cars.
Screenshot from ChatGPT, February 2024
2. Prepare a concise GPT description
When you write your GPT description, you have up to 300 characters to convince someone to click on it from the GPT store’s explore page or search results.
Concisely incorporate key features and benefits to ensure your GPT description resonates with your intended audience.
Some brands, like AllTrails, have short 80 character descriptions.
Google screenshot, February 2024
For GPTs with longer descriptions, the GPT store truncates descriptions longer than 104 characters.
Screenshot from ChatGPT, February 2024
Similarly, only the first 142 characters of the description appear in Google search results.
Google screenshot, February 2024
You may have 300 characters to work with when setting up your GPT. But if you want to increase clicks on your GPT from the GPT store and search results, include the most important details and benefits of your GPT within the first 100 characters.
Screenshot from ChatGPT, February 2024
3. Use a recognizable profile picture
During the GPT creation process, the GPT Builder will use DALL·E 3 to create a profile image for your GPT. As you can see from the example above, it does a good job of creating a visual representation of your GPT’.
But if you have a recognizable brand, you might want to add a custom image with your brand logo or something your current customers will recognize.
Khan Academy uses its main logo for its GPT images. This helps them stand out as well-known in the Education section of the GPT store.
Screenshot from ChatGPT, February 2024
Using your website as your builder profile name also helps. Unfortunately, your name cannot be changed on the builder profile; is taken from your account billing information.
Screenshot from ChatGPT, February 2024
4. Add your verified website link
Fortunately, you can add your website link to your GPTs by verifying your domain in your creator profile.
By adding a verified website link to your GPT, users who are already familiar with your brand will trust the GPT more.
Screenshot from ChatGPT, February 2024
Websites must be verified with a TXT record through your website’s DNS provider.
Screenshot from ChatGPT, February 2024
Once added, the link appears in your GPT and in its About section.
Screenshot from ChatGPT, February 2024
As a bonus, the builder’s profile links seem to be followed, as pointed out by Semrush’s backlink analysis.
Screenshot from Semrush, February 2024
5. Use social media to get more visibility in Google SERPs
Both SEO professionals and Google users have noticed the rise of social media posts in search results.
Expected when using the Insights filter, which provides results from YouTube, TikTok, Quora, Reddit, and other major social networks.
Google screenshot, February 2024
But social media posts, particularly those on Reddit, also seem to be occupying mainstream SERPs, filtering past discussions and forums.
Google screenshot, February 2024
You can use the search results for your keywords to determine which social networks, which types of social posts, and with Reddit, which subreddits rank highest in Google Search.
Screenshot from Semrush, February 2024
This analysis should reveal whether you can create new content on the same network to rank for your target phrase or add to the content that is currently ranking through social commentary. Or possibly both.
Screenshot from Semrush, February 2024
When participating in subreddits or answering questions on platforms like Quora, you need to offer valuable information that simultaneously directs the reader to your GPT without being overtly self-promotional.
Otherwise, your post, comment or reply could be downvoted by the community and removed by the moderator.
With social networks like YouTube, TikTok and X, the goal is to create video or text optimized for your keywords.
For highly competitive keywords, your social content will also need engagement from other users to rise to the top of search results on the platform and on Google.
Although social engagement is not a ranking factor, metrics like views, likes, reactions, and comments appear for social posts from multiple channels in Google Search results. So commitment is important.
Google screenshot, February 2024
6. Improve GPT UX metrics for better CTR
When people search the GPT Store, they’ll see the number of conversations for each result.
Screenshot from ChatGPT, February 2024
When users click on one of the results or visit the About section, they’ll see your capabilities, number of conversations, number of ratings, and average five-star ratings.
Screenshot from ChatGPT, February 2024
These metrics will make a critical first impression on potential users, and ultimately help them decide on the right GPT for their needs.
If your GPT works with sensitive data connections, it needs to maintain a positive score to gain the trust of a new user.
To ensure users have a positive experience:
Introduce key features and capabilities with Conversation Starters. Test thoroughly and often. Especially after OpenAI or third-party services used by your GPT announce feature and functionality updates. Enable user feedback emails in your builder profile settings. Review the feedback you receive and make updates to your GPT as needed. Follow OpenAI’s been page to receive notifications if the service is down for users. When introducing new GPTs, remind your audience of the privacy and security risks inherent in any generative AI product.
conclusion
Optimizing your GPT for visibility and discoverability in the GPT Store and on Google is crucial to reaching a wider and more profitable audience. Plus, it can be a valuable addition to your online marketing assets.
However, anyone building a product based on generative AI should be cautious. It’s important to note that even with proper configuration and testing, your GPT may still hallucinate or produce inaccurate content.
Courts have even ruled that companies must honor offers made by AI chatbots CBS News reported
If you did, would it hurt your bottom line or the reputation of your brand, products and services? Is it a risk you can take to reach new audiences?
Featured image: Tada Images/Shutterstock
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