You think you rank high in ChatGPT search. The clip's answer is that you probably do not. In this Fargo Walks episode Jeff Fargo runs a second check on where you stand: an incognito window, signed out of ChatGPT, searching for who you are and what you do.
How do you check where you stand in ChatGPT search?
Open an incognito window. Stay signed out of your ChatGPT account. Search for who you are and what you do. That is the whole check, and the clip presents it as a second check rather than the only one.
Why does being signed out matter?
Because it gives you a second answer to hold up against the first. In Jeff's words, "Signed out, you get another answer to compare against the one you see when you're signed in." The comparison is the reason to run it.
What does one signed-out search prove?
Less than it looks like. The clip is explicit about the limit: "One signed-out search isn't the final word on where you stand. Treat it as a comparison, not proof."
Related reading: Your Customers Are Asking AI About You. Do You Exist? and AI Search Skips Your Website. Here Is What It Reads.
What this does not mean
It does not mean the signed-out answer is the true one. The clip treats it as another answer to compare against what you see signed in, not as a replacement for it.
It does not mean one search settles the question. The clip says a single signed-out search is not the final word on where you stand.
The decision
Run the check today. Incognito window, signed out, search for who you are and what you do. Put that answer next to the one you get signed in, and read the difference between them.
Sources
- Fargo Walks, episode 106: Before You Trust Your AI Rank, Check It Logged Out. Published October 19, 2026. Every claim on this page comes from the clip's title, description and the transcript below. The transcript was taken from the clip's audio and transcribed in Descript on October 20, 2026.
Transcript
If you think that you're ranking high in ChatGPT search, you're probably not. Go in incognito mode, don't sign in to your ChatGPT account, then search for who you are and what you do. Then you'll get much more accurate results. This is applicable for any AI platform. Go in anonymously, quiet, then look.
Then you get the real answer. I'm Jeff Fargo. I could help you get found in AI search. Go forth.
I'm Jeff Fargo, founder of Fargo Factor. I help businesses streamline and scale with AI. https://www.fargofactor.ai
WHEN THE DECISION MATTERS
Not sure where you stand in AI search?
Bring both answers, signed in and signed out. I can help you see where you stand in AI search and what moves it.
