How to Access Hidden ChatGPT JSON Data Using Chrome DevTools (SEO Pro Tip)

Ryan McCain
June 25, 2025
9:38 am
0 comments

If you're the kind of SEO who digs into Chrome DevTools and loves finding hidden layers of how things work, this one's for you.

This morning, in the free Norzer Discord server, J shared a fascinating technique: how to extract the raw JSON data returned by ChatGPT after using the Search function. This is the behind-the-scenes data that doesn't show up in the regular interface, but it's there, and it's loaded with useful insights.

Here’s a quick step-by-step guide, or see the video at the end.

Trigger a Search-based response in ChatGPT

Use a prompt that requires ChatGPT to access the web (i.e., with browsing or search enabled). The key is to ensure that "Search the web" is enabled. In this example, we will be searching for "best Mexican restaurant in Boston."

ChatGPT screenshot with SEARCH THE WEB enabled

Open Chrome DevTools

Once ChatGPT generates a response, right-click anywhere on the screen and select Inspect to open DevTools.

Navigate to the Network Tab

In the DevTools interface, click on the Network tab. Then filter the list using Fetch/XHR and then refresh the page. You should see all the assets loading on the page.

Look for the Directory Request

Type the first part of the URL after the /c/ in the Filter box to isolate the JSON payload that contains the SEO rich information we are looking for.

View the Response

Click on that request, then check the Preview or Response tab. You’ll now see the full JSON object that includes the raw data ChatGPT is using—often including metadata, links, summaries, and more.

Video Tutorial

Why This Matters for SEO

This method lets you uncover structured data that can help with:

Understanding how ChatGPT processes external search data
Seeing references and links that don’t appear in the visible response
Exploring metadata and summary formatting behind the scenes
Improving your own prompt engineering or SEO tool workflows

If you’re working on AI-assisted content strategies or technical SEO at scale, this kind of access is incredibly valuable. Enjoy!

At Norzer, we help small businesses dominate local search with smart, data-driven SEO strategies—powered by real-world testing, not fluff. Whether you're building tools with AI or just trying to rank higher, we can help. Let’s make your site unskippable!

Ryan McCain

Ryan is the founder of Norzer and a lifelong tech prodigy with over 25 years of experience in IT. Animal lover, experimental home cook, avid reader, and loyal Boston sports fan (a holdover from my IBM days in the city). I also make a point to hit the gym and knock out 10,000 steps every day because sometimes the best ideas come while moving. Lately, I’ve been hacking something else: food. I find creative ways to cut calories without sacrificing flavor.

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