How to Rank Brands on ChatGPT and LLM in 2025

If you’re searching for ways to rank on ChatGPT, you’re not alone. AI search is changing how people discover products, services, and brands. It doesn’t work like Google. There are no blue links or ads. Just answers.

The tricky part? These answers come from language models. And they don’t “search” the internet in real-time. Instead, they predict the next word based on what they’ve seen before.

That means if your brand isn’t described the way people talk, it won’t show up.

And that’s the point of this guide.

You’ll see why some companies are ranking while others are invisible. You’ll also learn how to fix that, starting with how your brand describes itself online.

This isn’t about tricks or hacks. It’s about using your own words more clearly and more consistently

Ready for the first step? Let’s break down how ChatGPT ranks brands.

How ChatGPT Chooses Brands (and Why Most Get It Wrong)

To understand how to rank on ChatGPT, you need to know how ChatGPT chooses brands in the first place.

ChatGPT doesn’t crawl websites like Google. It doesn’t look for links, tags, or fresh updates. It works differently. It predicts the next phrase in a conversation, based on language patterns it has seen before.

This is how LLM or AI SEO brand ranking works.

If your brand shows up online with a clear and consistent phrase like “online coding school” or “learn from the best,” the model is more likely to use that phrase when someone asks a related question.

In other words, ChatGPT ranks brands that sound like natural answers.

But if your messaging is scattered—if your website says one thing, your social media says another, and your PR team uses different language—your visibility drops. The model doesn’t “connect the dots,” so you don’t show up.

This is where AI SEO comes in.

It’s not about backlinks or content length. It’s about how you describe your brand—and whether that matches how people talk when they ask questions.

Moreover, most teams assume that ranking in ChatGPT works like traditional SEO. But it doesn’t. LLM pull answers from how a brand talks about itself and not just from keywords or backlinks.

This is especially important for B2B tools like a WordPress user management plugin, where competition is high and messaging often overlaps. If your product description sounds just like everyone else’s, the model has no reason to rank you higher.

Instead, it picks brands that use clear, repeatable phrases across their website, social media, and public mentions.

Real-World Example: Why MasterClass Isn’t Ranking for “Online Courses”

Let’s look at a brand you probably know; i.e., MasterClass.

They’re in the online learning space. You’d expect them to show up if someone asked ChatGPT about the best places to take online courses.

But they don’t.

At least, not when people search like normal humans.

Here’s why.

Their Messaging Is All Over the Place

MasterClass describes itself in different ways depending on where you look:

• On their website: “Streaming platform where anyone can learn.”
• On YouTube: “Learn from the world’s best.”
• In PR: “Premium e-learning.”
• On X (formerly Twitter): “Where anyone can learn from top instructors.”

All of these sound nice. But they don’t match how people search.

So when someone types into ChatGPT:
“What’s the best place for online courses?”
MasterClass ranks low, below LinkedIn Learning, Coursera, Udemy, and others.

Now watch what happens when the question changes slightly:
“What’s the best place to learn from the best?”
MasterClass ranks #1.

Why? Because That’s the Phrase They Use the Most

The phrase “learn from the best” appears in their taglines, homepage, press, and social media.

And that’s how language model ranking works. The model picks up patterns. It rewards repetition. It doesn’t care if the phrase sounds catchy or not. It just wants consistency.

Key Takeaway:

If your brand language doesn’t match what users are actually typing, you won’t show up in ChatGPT—even if your product is a perfect fit.

Why Brand Language Matters More Than Backlinks

Most B2B marketers still focus on backlinks and domain authority. But ChatGPT doesn’t care about any of that.

It predicts answers based on language patterns, not rankings.

If your copy says “the easiest way to schedule,” and your team says “AI-first calendar automation,” and your PR says “smarter bookings,” the model can’t lock onto a single idea.

On the flip side, if you use one clear phrase everywhere, say, user approval management plugin, and it shows up across your website, social accounts, and PR, the model connects that term with your brand.

It starts repeating it. That’s how you win visibility.

How to Align Brand Descriptions with AI-Discoverable Language

So now we know ChatGPT ranks brands that repeat the same phrasing across their website, social, and press.

This isn’t a guess. It’s how language models work.

If you’re not using the same language your audience uses, you’re missing out.

What Does “Aligned Messaging” Actually Mean?

It means your brand needs to:

• Use one or two core phrases everywhere
• Match those phrases to how people ask questions
• Keep that language consistent across every touchpoint

For example, if your audience searches for “online classes for adults”, but your site says “digital learning experiences,” you’re probably not going to rank. The model doesn’t make that connection.

This is where AI and ChatGPT optimization starts. Not with keywords, but with your own natural words.

How to Check If Your Brand Messaging Is Misaligned

Ask yourself:

• Does my homepage say something different than my social bios?
• Are my press releases using buzzwords I’d never say in a conversation?
• Do I even know what phrases customers actually use?

If your answer is yes to any of those, it’s likely ChatGPT won’t recognize your brand as a good fit, even if it is.

Good branding doesn’t just sound clever. It needs to show up the same way, in the right places, with the right phrasing.

Personal Branding Example: How One Marketer Ranked #1 with His Own Words

A growth marketer ran a quick test on ChatGPT. He searched for the phrase “top ethical growth marketers.”

That’s a term he often used in conversations and posts. But his name didn’t show up.

Curious, he reviewed how he was describing himself online. His website, bio, and social profiles all used a different phrase: “cozy and ethical marketing.” That wasn’t a term most people search for, but it was the one he consistently used.

So he tried a new prompt to bring AI search into play:
“Who are the top cozy and ethical marketing people?”

This time, he ranked in LLM at the top. Even above marketers with larger followings.

What This Shows?

This is a simple but important lesson about how to rank in ChatGPT:

• Language models favor repetition and consistency
• The phrases used in your brand content influence visibility
• Broad terms aren’t always better—specific and honest phrasing can win

This is how personal brand ranking in AI search works. It’s not based on fame or followers. It’s based on how often a brand or person is linked to a certain phrase across the web.

Consistency beats cleverness!

Quick ChatGPT Prompt to Test Brand’s Visibility

For teams that want a fast, no-tool way to see how their brand is described in AI, there’s a simple method: just ask ChatGPT for AI SEO or AI search.

This works as a quick brand mention SEO audit inside the language model.

The Prompt:

“How does [Brand Name] most commonly describe itself? Analyze its website, social media accounts, PR mentions, and any other public sources.”

This gives a snapshot of how the AI searches the brand based on everything it has read.

What You Get Back:

• A list of formal taglines the brand uses
• Any repeating phrases from social media or press
• Informal descriptors and nicknames the model has picked up
• Gaps between public messaging and what the model “understands”

Real Example: MasterClass

When asked this prompt, ChatGPT returned phrases like:

• “Learn from the best”
• “Be your best”
• “Streaming platform where anyone can learn”

These are phrases MasterClass uses often. But while they may sound good from a brand voice standpoint, they don’t match the language people use when searching for online courses.

That’s the problem.

This prompt helps identify mismatches. So, teams can decide whether to update the brand description for AI SEO or double down on the search terms already known for.

Wrap Up

To rank on ChatGPT, brands need to align their language with how users actually search. ChatGPT AI SEO rewards consistency, not creativity. Review your website, bios, and PR to find what phrases you repeat and which ones you should. Use simple ChatGPT prompts to audit your brand messaging consistency. Then adjust your brand language to match user intent and increase visibility across AI search.