Why Your Competitors Show Up in ChatGPT and You Don't

That Moment That Kinda Hurts

So you just asked ChatGPT: "What's a good [product you sell]?"

ChatGPT gives three recommendations. Your competitor is there. You're not.

You sell the same thing. Maybe even better. Better prices. Better reviews. But AI picked them.

Why though?

It's Not About Being "Better"

Here's the uncomfortable truth: AI doesn't know which product is actually better. It only knows which product it can understand better.

Your competitor might have an inferior product. But if their website communicates more clearly to AI, they win the recommendation.

It's not about quality. It's about clarity.

The 5 Reasons They Show Up and You Don't

1. Their Product Data is Complete

Go look at your competitor's product page. What info do they have?

Full specs. Clear use cases ("perfect for..."). Size details. Materials. Compatibility. Who it's for.

Now look at your pages. How many of those boxes do you check?

AI recommends products it can confidently match to questions. Someone asks "good laptop for video editing?" - AI needs to know: Is this laptop good for video editing? What specs? What price?

If your listing doesn't answer these clearly, AI can't recommend you. Even if your laptop is perfect for editing.

2. Their Content Structure is AI-Friendly

Look at how they organize information.

AI-friendly: Clear headings, bullet points for features, specs in lists, FAQ sections.

AI-unfriendly: Long marketing paragraphs, details buried in text walls, info scattered across pages, specs hidden in tabs.

AI extracts information. Easier extraction = more likely to get recommended.

3. They Have Schema Markup (You Probably Don't)

Schema is invisible code that labels content. Tells AI: "This is the price. This is the name. This is the rating."

Without it, AI guesses what each piece of info means. With it, no guessing.

Check their site: Right-click, View Source, search for "schema.org" or "application/ld+json". Probably there.

Check yours. Is it?

Most platforms add schema through apps or plugins. One of the highest-impact changes you can make.

4. They Answer Questions You Don't

Think about what people ask ChatGPT:

• "Best [product] for [specific need]?"
• "Which [product] is good for beginners?"
• "What [product] works with [other thing]?"

Your competitor's content probably answers these directly. Product descriptions, blog posts, FAQs.

Does your site answer these? Or do you just describe your product and hope people figure it out?

AI looks for content that directly answers queries. If they have it and you don't, they win.

5. They Update Content Regularly

Check dates on their content. When was the blog last updated? Do product pages show recent reviews?

AI favors fresh content. Page updated last week looks more reliable than one untouched for two years.

They might be actively maintaining content while yours sits there.

How to Catch Up (and Pass Them)

Step 1: Know the Gap

Before fixing anything:

Run a Recomaze audit on your site

Run one on competitor's site (yeah you can audit any URL)

Compare scores

Now you know exactly where the gaps are.

Step 2: Fix Product Data

Go through top 20 products, fill in everything:

Descriptive title (not just "Blue Widget"). Complete specs. Clear use cases. Who should buy this. What problems it solves.

For each product answer: What is this? Who's it for? Why is it good? How does it compare?

Step 3: Add Schema

Shopify: install "JSON-LD for SEO" WordPress/WooCommerce: use "Schema Pro" Custom platform: work with your developer

Single change, dramatic improvement in AI understanding.

Step 4: Create Content That Answers Questions

Write stuff that addresses what people actually ask:

• "Best [your product] for [use case]"
• "How to choose the right [your product]"
• Buying guides
• FAQ with real customer questions

This becomes the source AI pulls from.

Step 5: Keep It Fresh

Set reminders to update:

• Product descriptions (quarterly)
• Blog posts (new insights, updated stats)
• FAQs (add new questions)

Small updates signal to AI that content is maintained.

The Good News

Most businesses haven't figured this out yet.

Your competitor might be ahead, but they're probably not actively optimizing for AI. Might have stumbled into good practices accidentally.

If you deliberately optimize while they coast, you can pass them.

AI visibility is early. Businesses that get it right now have a significant head start.

Quick Wins

Today: Audit your site and competitor. Identify biggest gaps.

This week: Rewrite descriptions for top 5 products with complete info. Install schema app.

This month: Create one piece of content answering a common customer question. Update all product pages with complete specs.

Bottom Line

Competition isn't just about better product anymore. It's about who AI understands better.

Your competitor shows up in ChatGPT not because they're better. They show up because they communicate better with AI.

That's fixable.

See where you stand and compare your AI visibility to competitors.