If ChatGPT is looking for what your business offers, your website is not what gets you found. AI is reading what other people say about you.
Bring me the business problem. fargofactor.ai/contact-us
In this Fargo Walks episode, Jeff Fargo explains where AI actually pulls from. Reviews. Forums. Third-party coverage. Anything that is not paid media and not written by you.
Blogging still works, but only when the posts cite sources that are clearly independent. Your own site telling everyone how good you are does not move an AI system.
McKinsey's analysis of AI search put a brand's own sites at 5 to 10 percent of the sources AI references, which means the overwhelming majority of what shapes your AI visibility is written by somebody else.
Source: McKinsey, New front door to the internet, 16 October 2025.
Jeff Fargo is the founder of Fargo Factor. He helps businesses get found in AI search.
Bring me the business problem. fargofactor.ai/contact-us
