LLM Sources Changed by 80% in Two Months
ChatGPT is updating the websites it cites, but marketers shouldn’t rush to change their strategies. The sources cited on Google (AI Mode and AI Overviews) and ChatGPT can vary significantly from month to month, yet this fluctuation doesn’t require a complete marketing overhaul.
For instance, a decrease in Reddit citations doesn’t justify abandoning conversational marketing or rebuilding your entire plan. Often, appearances can be misleading, as noted by John-Henry Scherck's observations on Reddit and ChatGPT.
Focus on Fundamentals
It’s best to concentrate on getting recognized by key industry leaders alongside highly relevant niche sources. Meanwhile, keep an eye on broad trends that might affect your long-term strategy.
Significant Increase in Source Diversity
Between August and October 2025, ChatGPT expanded the number of sources it uses by approximately 80%, indicating a move toward providing more varied evidence in responses. This rapid change in just a few months is notable.
“The ‘who gets cited’ list keeps changing, especially in ChatGPT.”
For SEO professionals, such algorithmic adjustments are familiar, as Google has made countless updates over the years to how it discovers and ranks content.
Author’s Summary
Despite notable shifts in ChatGPT’s citation sources, marketers should maintain core strategies and monitor broad trends rather than reacting to short-term changes.
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