Business mentions in ChatGPT
How can your business be mentioned in ChatGPT?
Start with the questions customers actually ask. Explain the services, working area and evidence that make your business relevant, then record what ChatGPT says. Below are real saved answers for Choice Kozijnen and Hagman, followed by six practical steps and a measurement log you can use.
Choice Kozijnen: first in this recorded answer
The Dutch question is “Wie kan mijn kozijnen in Lisse vervangen?” — “Who can replace my window frames in Lisse?” The answer saved in Klusio’s mention tracker lists Choice first and describes supplying and installing uPVC window frames, including finishing work.
The customer case covers April to July 2026. The exact date of this answer is not visible in the screenshot. The image is the original evidence, with no changed answer or figures. “First” means first within this recorded answer, not a permanent ChatGPT ranking.
What the Choice evidence does and does not show
The case describes pages about costs, guarantees, glass choices and installation in the working area. The answer mentions Lisse, uPVC frames, installation and finishing. The source record visible beneath it shows google.com, but does not let the reader inspect the underlying page URLs.
We cannot identify the specific page that led to the mention from this image. Nor is there a dated earlier answer to the same prompt alongside it. The screenshot establishes the saved mention; it does not establish a move from “not mentioned” to “first”.
Hagman: a recommendation for a carpentry business in Delft
The question reported in the customer case is “Betrouwbaar timmerbedrijf in Delft?” — “A reliable carpentry business in Delft?” The saved answer names Hagman for renovation work, window frames, dormers and extensions. A source reference appears below the business description.
The case identifies the platform as ChatGPT and covers March to May 2026. The screenshot does not show the original prompt or exact measurement date. The source label is shortened, so its full URL cannot be established from the image.
A mention is evidence of an answer, not its cause
The Hagman answer shows how the company’s services and experience are described. A dated before-and-after comparison of the same prompt is not included with that screenshot. Other AI measurements and Google results in the customer case have their own periods and do not automatically count as ChatGPT mentions.
Use these examples to understand what can be inspected: the named company, description, order and visible source information. Keep anything that is not known explicitly unknown.
Three useful checks on your online information
The question, available information and conversation context influence the answer. A window-replacement question in Lisse is different from a question about types of window frames. These checks help your website serve the first question clearly; they are not a known ChatGPT ranking formula.
- Does the business fit the question?
- State the service, audience and working area. A person looking for a specialist in Delft should be able to check whether you work there and do the requested job.
- Can search access the information?
- For ChatGPT Search, check OAI-SearchBot access in robots.txt and at the firewall. GPTBot relates to possible model training and is a separate choice; do not treat training access as a requirement for search.
- Can someone check the description?
- Use genuine completed projects, clear conditions and traceable reviews. Correct the business name, services and contact information on relevant external profiles too.
What Klusio’s local-question research found
Klusio’s study covered 18,206 recorded Dutch AI answers from 1 July to 30 September 2026, across 35 businesses. In its analysis excluding questions that name the tracked company, company mentions appeared in 9.7% of answers to questions with a place or region, versus 2.9% without one.
That association does not establish that adding a location to a page causes a mention. The dataset, repeated measurements and types of questions matter. Cost questions and provider recommendations also serve different purposes; measure them separately.
Six steps to improve the information behind a recommendation
Begin with questions for which your business is genuinely suitable. Work on the relevant pages and evidence, then repeat the measurements. The approach can be adapted to a local trade, online shop or professional-services business.
- 1. Choose real buying questions
- Use quotations, calls and customer conversations. Include the service, location and an important condition. Test initially without your own business name, for example “Who can replace my window frames in Lisse?” Keep separate branded questions for checking factual errors.
- 2. Give each question a suitable home
- Check which existing page best helps the customer. Explain what you do, when you are suitable and the next step. A window-frame page can cover installation, glass, cost factors and guarantees. Create another page only for a meaningfully different need.
- 3. Show completed work
- Place a relevant project beside the explanation. Include the customer or assignment type, location, starting point, work and outcome. Use your own permitted photos and an approved client comment where available. Give the period and source for results, and link to the full case.
- 4. Make expertise and conditions specific
- Explain who does the work and what experience matters. Say what the quote includes, which guarantees apply and where the service ends. Provide a checkable reference for a certification. A clear method and case are more useful than an unsupported claim about quality.
- 5. Check access and business details
- Make important pages reachable through normal internal links. Ask your developer to check redirects, indexing and bot access. Correct inaccurate details on the site and relevant external profiles, including the working area and services.
- 6. Repeat the measurement and record the change
- Use the same questions under comparable conditions. Note which page changed and when, and save the full new answer. Check the company name, description and sources. Repeated observations are more informative than one favourable response.
Measure mentions, recommendations, citations and visits separately
Choose a fixed question set — for example, ten relevant customer questions — and repeat it in new conversations at agreed intervals. Keep the language, region and search mode as consistent as possible. Record the model or version where visible, and retain answers that do not mention you.
- Mentioned
- Does the business name appear in the answer?
- Recommended
- Is the business described as a suitable choice?
- Cited
- Is a source link to your own website visible?
- Visited
- Does your website measurement show traffic or enquiries that can actually be attributed to ChatGPT?
Keep a measurement log you can compare
If the company appears in four of ten saved answers, that is 40% of this sample, not 40% of all ChatGPT users. Compare equivalent question sets and keep Google AI observations separate from ChatGPT measurements.
| Record | Details |
|---|---|
| Question and conditions | Exact prompt, language, region, platform, visible model name and search mode. |
| Date and answer | Date, time, complete answer and screenshot. Retain non-mentions too. |
| Business and sources | Name, description, competitors and full source URLs where available. |
| Change and follow-up | Changed page, publication date and the next answer to the same prompt. |
When a competitor appears instead
Save the exact question and full response. Inspect the services, locations and characteristics used to describe the competitor, and the sources attached to that answer. Compare them with your own page: is an important service, project or condition missing?
That gives you a focused question to investigate. It does not establish exactly why ChatGPT chose the competitor. Try related customer questions before making a large website change.
Keep paid advertising separate from organic answers
OpenAI announced self-service ChatGPT Ads availability in the Netherlands on 31 August 2026. Paid placements are labelled separately. According to OpenAI, buying an ad does not influence the answer itself. Check current country eligibility and advertiser policies before planning a campaign.
Continue with the part you want to work on
This guide concerns business mentions in ChatGPT. The broader guide covers multiple AI systems; the GEO explanation defines the terminology; AMI provides deeper measurement and competitor analysis. They answer different questions rather than offering three promises of the same result.
Questions and answers
Why does ChatGPT mention my competitor?
Inspect the exact question, answer, business description and visible sources. Compare the relevant services and evidence with your own site. One response cannot establish the system’s reason for choosing a company; investigate related questions before making broad changes.
How can my business appear in ChatGPT?
It may appear based on the information available about the organisation. Search-enabled answers can use web sources. Make your website clear and accessible, keep external business information accurate and measure using realistic customer questions.
Can I make ChatGPT recommend my business?
You can improve relevant information and measure answers, but cannot guarantee a recommendation. Putting your own brand in a prompt is not evidence of a spontaneous recommendation. Use an open customer question for that check.
Can a Dutch business advertise in ChatGPT?
OpenAI announced Dutch self-service access on 31 August 2026. Ads are separate, labelled paid placements and do not influence the answer itself, according to OpenAI. Check the official availability and advertiser requirements linked above.
Can my business rank higher in ChatGPT?
It can appear earlier among the names in a particular answer. That order is an observation, not a permanent search ranking. Compare repeated answers and inspect the description and source links too.
How long before a website change affects a mention?
No fixed time can be promised. Record the change date and compare later measurements with the baseline. Check whether a result recurs, while recognising that other information and the AI system may also have changed.
Do I need a new page for every ChatGPT question?
No. Closely related questions often belong on one existing service page or guide. Add a separate page only for a distinct topic or customer need, avoiding near-duplicate explanations.
Is this the same as GEO?
GEO is the broader term for work on visibility in generated AI answers. This page focuses specifically on business mentions in ChatGPT. The GEO guide explains the wider terminology and relationship with SEO.
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