ChatGPT Cites Early Page Content Far More Often, Study of 18,000 Sources Finds

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A new analysis by Growth Memo examined roughly 1.2 million ChatGPT prompts and responses, identifying 18,012 verified citations to study how page position affects AI referencing. The research found that 44.2% of citations came from the first 30% of a webpage, while content in the final 10% accounted for only 2.4–4.4% of citations. This ski-ramp-shaped distribution suggests that placing clear, verifiable information early on a page increases its likelihood of being cited by AI systems. Beyond content strategy, the findings raise governance concerns around source attribution, data ownership, licensing, and keeping published claims current and traceable. Experts note that organizations need robust internal controls linking published claims to their underlying data, approval status, and update history to manage both reputational and legal risk.

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