Do Self-Promotional “Best” Lists Boost ChatGPT Visibility? Study of 26,283 Source URLs

12/04/25
Source: Data & Studies – SEO Blog by Ahrefs by Glen Allsopp. Read the original article

TL;DR Summary of ChatGPT Referral Traffic and Content Citation Analysis

ChatGPT drives significantly more referral traffic than other AI platforms, largely citing recently updated “best X” lists as authoritative sources. High rankings in third-party lists correlate with increased chances of being featured in AI responses. Fresh, self-promotional content such as blog lists and landing pages help brands gain visibility, though quality and user trust remain essential for long-term success.

Optimixed’s Overview: Leveraging AI-Driven Traffic Insights to Boost Brand Visibility with Strategic Content

Key Findings on AI Referral Traffic and Content Types

After analyzing over 750 ChatGPT responses across software, products, and agency recommendation queries, it’s clear that AI platforms heavily rely on certain content types for citations. Notably, “best X” style blog lists and landing pages dominate as source material, with brands ranking highly on these lists more likely to be featured.

  • Traffic Leader: ChatGPT sends 8-9x more referral traffic than the next AI platform, highlighting its influence.
  • Content Preference: Recently updated blog lists and self-promotional “best” lists are primary sources for AI citations.
  • Page Types: Landing pages are prominent in software and agency categories; blog posts and product pages appear more in product-related queries.
  • Freshness Matters: 79% of cited content was updated in 2025, indicating AI preference for fresh material.

The Role of Self-Promotional Content and Brand Positioning

Brands that create their own “best” lists and rank themselves near the top increase their chances of being recommended by AI models. However, the approach requires balance:

  • Self-Promotion Strategy: Many top brands like Shopify and Slack publish such lists, but overly biased content can harm user trust.
  • Quality Signals: Thoughtful inclusion of alternatives and valuable insights helps maintain credibility with both users and AI.
  • SEO Implications: Keeping content updated and authoritative supports both traditional search rankings and AI citation likelihood.

Challenges and Future Outlook

Despite the advantages, a significant portion of AI-cited sources come from low-authority domains or link-building-focused sites, which may affect content quality and trustworthiness. AI platforms will likely evolve to improve trust signals and quality scoring for their references.

Optimixed recommends brands:

  • Develop and maintain fresh, informative landing pages and blog lists that highlight their offerings.
  • Balance self-promotion with genuine value by linking to alternative solutions.
  • Monitor AI referral traffic trends and update content accordingly to stay competitive.

Ultimately, combining data-driven SEO practices with thoughtful content creation will position brands for success in an increasingly AI-influenced digital landscape.