Want to Be Quoted by ChatGPT? Start Writing Like This

If AI tools are the new search engines, here’s how to show up in their answers.

We’ve all written a post we wished more people would find. And for the last—what, 20 years?—it’s all been about SEO (search engine optimization). Think keywords, backlinks, rankings.

But the rules of the game are changing.

More and more, SEO is being replaced by people simply asking their questions into LLMs like ChatGPT, Claude, or Bard.

That’s how people discover answers now. And those LLMs are pulling content from human-written posts across the web, including Substack.

So, how do you actually write something that gets picked up by tools like ChatGPT?

Let’s take a look at what it takes for your post to be the one that gets quoted.

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LLMs Don’t Care About Keywords

While SEO was all about keywords, LLMs don’t care much about them really.

They care about:

• Clarity

• Usefulness

• A real answer to a real question

They’re not crawling a list of “top-ranking” blogs like Google used to. They’re trying to pull the most helpful, human answer to a specific question. Something someone would actually say out loud.

And when I started writing my posts and Notes like that, things changed.

More people found my content through AI tools. And I even had people send me screenshots:

“I just asked ChatGPT about Substack… and you came up!”

That was the moment I realized we’re in a new game.

This week, I want to show you how to write a blog post that an AI might actually reference based on what I’ve tested and seen working.

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A Quick Example From Me

Let’s say someone’s wondering: “How can I grow my Substack from zero?”

If I had written a traditional blog post about that, I probably would’ve titled it something like:

• “10 Newsletter Growth Strategies for 2025”

It might be SEO-friendly, but it’s cold. It doesn’t speak to the real emotion behind that question: “I’m just starting. I don’t know what works. I’m afraid this might not go anywhere.”

Instead, I wrote this:

• “How I Got 100 Paid Subscribers Without Social Media (And What I’d Do Differently)”

I told my actual story. I gave specific examples, like which Note led to 23 new subscribers. I included a TL;DR (too long didn’t read) at the end for readers (and yes, for AI too). And I wrote it like a friend would explain it over coffee.

Of course, these are just examples and by no means does it mean that adding a downloadable checklist at the end is a bad thing, not at all. It’s simply meant to help illustrate the difference between SEO and LLM writing.

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Want To Write One Like That?

Here’s a structure that works really well for writing a post that might get quoted by an LLM:

1. Start with the real question someone is asking

Literally. Write it in the headline, or the first sentence of your post.

Example:

“I’m new to Substack and trying to get my first 50 subscribers. What actually works right now?”

When your post opens with that, ChatGPT knows exactly what you’re addressing and so do your readers.

2. Answer it like a human, not like a listicle

Don’t just throw tips at them. Share your actual journey, even if it’s messy or small.

Example:

“I asked 5 people to forward my launch post to their friends. That got me 19 subscribers in 3 days. Way more than anything I did on social media.”

Those are the moments that LLMs love to pull out. Because they sound true.

3. Wrap it up with something clear and quotable

This could be a bold summary, a short “here’s what I learned” section, or even just a one-liner.

Example:

“You don’t need a growth hack. You need 20 people who believe in what you’re doing and who are willing to share it.”

Make it easy to pull into a thread, a reply, or a tool that’s looking for an honest answer.

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Traditional SEO vs LLM Writing

Here’s a side-by-side comparison between writing for Traditional SEO and writing for LLMs (like ChatGPT, Claude, Bard) with clear differences, examples, and what it means for you as a writer on Substack.

• Traditional SEO is about ranking through keywords, backlinks, and long-form listicles optimized for algorithms. It assumes the reader will skim multiple results and make decisions based on authority and page structure.

• LLM Writing is about providing clear, direct answers to real human questions. These tools prioritize personal stories, natural phrasing, and content that’s concise, quoteable, and helpful in conversation.

What This Means for You (as a Substack writer):

• Writing that’s honest, useful, and specific is now discoverable without SEO tricks.

• If you write like you’re answering a real person’s question, LLMs will find it valuable and might pull it right into a reply.

To get discovered today, start writing like you're answering a question in a conversation.

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To Sum It Up

People don’t just Google anymore. They ask ChatGPT, Claude, or Bard.

If you want your post to be the one that gets quoted, start writing for humans.

Be clear. Be helpful. Share what actually worked. The more your post sounds like a real answer to a real question, the more likely it is to get discovered by readers and by AI.

Ready to stop guessing and start growing? Become a paid subscriber and get real support from someone who’s actually done it (hi, that’s me 👋).
Let’s make sure your words get quoted next.

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