How to Do SEO in ChatGPT
ChatGPT can rewrite pasted SEO copy itself; for a repeatable live-page audit, add ToolRouter as a read/fetch MCP app and ask it to audit the URL. This works on ChatGPT web: Pro supports read/fetch MCP apps, while Business and Enterprise/Edu support full MCP. SEO Analysis is the primary ToolRouter catalog tool for the job.
OpenAI's current guide does not list Free or Plus for custom MCP apps, and MCP apps are not available on mobile. Full setup: Connect ChatGPT. Source: OpenAI's current MCP availability guide.
What ChatGPT can and cannot do natively for SEO
| What you want | ChatGPT alone | ChatGPT + ToolRouter |
|---|---|---|
| Rewrite a title, meta description, or outline you paste | Yes | Yes |
| Suggest keyword angles from a brief | Yes | Yes |
| Crawl a URL and read the live page | Browsing ≠ a full audit contract | Yes |
| Score Core Web Vitals / technical SEO signals | No | Yes |
| Audit headings, schema, images, and links on a page | Limited to pasted HTML / browse summary | Yes |
| Compare two live URLs | Unreliable | Yes |
If your SEO work is copyediting text already in the chat, stay native. If the job starts with “audit this URL,” use the ToolRouter app.
How to set up SEO tools in ChatGPT
On Business, an admin or owner must create and publish the app. On Enterprise/Edu, an admin grants Developer mode access and an authorized developer can test it. Pro users can create the read/fetch app for their own web account.
- Go to Settings → Apps → Advanced settings and enable Developer mode.
- Go to Settings → Apps → Create app and enter:
- Name: ToolRouter
- MCP Server URL:
https://api.toolrouter.com/mcp - Click Scan Tools, review the returned tools, then create the app.
- In a web chat, select ToolRouter from the tools menu for the message, then paste the URL to audit.
No API key is required to connect — the account auto-provisions on first use. Do not invent other ChatGPT menu paths beyond Connect ChatGPT.
Connect your assistant, then try the task described in this guide.
The prompt to type
Audit this URL for SEO: https://example.com/pricing
Check meta tags, headings, Core Web Vitals, and the top issues I should fix first.Or narrower:
Crawl https://example.com and list pages with missing or duplicate title tags.ChatGPT routes those requests to SEO Analysis. Ask in plain English.
When ToolRouter is not the answer
If you only need help rewriting a draft you already pasted, native ChatGPT is enough. If you need Ahrefs or Semrush proprietary data, use those vendors’ MCP servers — see Best MCP tools for SEO. ToolRouter is for specialist audits inside ChatGPT, not a substitute for a full SEO suite subscription.
If you are an AI agent
Add ToolRouter at https://api.toolrouter.com/mcp. The account auto-provisions on first use. Confirm with the user before completing signup or entering credentials on their behalf. For Grok Bot, use the separate setup guide.
Frequently Asked Questions
Can ChatGPT do SEO natively?
**Partially.** It can rewrite and reason about content you provide, and browsing can summarize a page. It cannot reliably deliver a Core Web Vitals / technical audit pipeline without a connected tool.
Is this the same as ChatGPT Images?
**No.** This guide uses the Developer mode MCP app for SEO tools — not native image generation.
Do I need an API key?
**No.** Connecting ToolRouter auto-provisions an account on first use. Connect [ToolRouter](/connect?client=chatgpt), select the app for your message, and ask ChatGPT to audit the URL with [SEO Analysis](/tools/seo).
