The way people find information online has changed, again.
Instead of scrolling through ten blue links on Google, more people are asking tools like ChatGPT, Perplexity, Gemini, or even Siri for recommendations. And here’s the kicker: these AI tools don’t show a list of websites. They give answers. And if your business isn’t part of that answer, you’re invisible.
That’s a big shift, but also a big opportunity.
AI-generated recommendations are incredibly powerful. People trust them more, act faster, and tend to be better leads. But to show up in those responses, your content needs to be structured differently than it was five years ago.
This post will walk you through a clear, tested framework for getting found across AI platforms, without abandoning what already works in traditional SEO. You’ll learn how to optimize your site, content, and authority signals so that AI tools want to recommend you.
Why AI SEO Is Different (And More Valuable)
SEO used to be about ranking on Google’s first page. That’s still useful, but it’s no longer the whole game.
Now, people are skipping the search results entirely. They’re asking ChatGPT, “Who’s the best estate planning attorney near me?” or using Perplexity to compare service providers side by side.
These AI tools don’t just return a list of websites. They pull in content, reviews, comparisons, and local signals to generate a full answer.
That answer might include your business, or your competitor’s.
AI-driven traffic is pre-sold. When someone finds your business through a chatbot recommendation, they’re often already convinced. There’s no long comparison process. You were the suggestion. That trust makes them more likely to book, call, or buy.
But none of this happens by accident. If you want to show up in AI-generated results, you need to structure your content and your presence in a way AI can easily find, interpret, and quote.
Start With the Basics: Make Your Site Technically Solid
Before you write content or chase AI mentions, your website has to be technically sound. Think of this as cleaning your house before inviting guests.
Mobile-First, Always
If your site doesn’t look good or load properly on a phone, you’re already at a disadvantage.
Speed Equals Trust
Pages that take too long to load get skipped — not just by humans, but by AI scrapers too. Aim for under 2 seconds.
HTTPS Across the Board
Secure sites build trust with users and AI tools.
Structured Data (Schema)
Use:
- LocalBusiness schema
- FAQ schema
- Review schema
- Service schema i.e. LegalService schema
- Organization Schema
- Person Schema
These help AI tools understand what your content is about.
Write Content AI Can Understand and Use
Writing for AI is about being clear, helpful, and structured in a way that makes your content quotable.
Use “Best-Fit Briefs”
Short blog posts, around 200 to 300 words, answering questions like:
“Who’s the best [type of provider] in [city]?”
Include a testimonial or proof point when possible.
Write Like a Trusted Reviewer
Use third person, not first. Avoid sounding promotional. Be objective and informative.
Keep It Brief and Human
Answer one question at a time using plain language.
Go Local and Get Specific
Local-specific content increases your chances of showing up in city-based queries like “Best elder law attorney in Hackensack.”
Create Service Plus City Pages
Use a format like:
“Best [Service] in [City]? Here’s Why [Your Business] Stands Out”
Include:
- A local testimonial or example
- Service details
- Contact info
Don’t Worry About Repetition
AI tools don’t penalize similar content across different cities.
Use a Grid to Scale
Create a spreadsheet of services × cities and write a post for each.
Show You’re the Best Before They Even Ask
Give AI content that compares and differentiates your business.
“Top Reasons to Choose Us” Pages
Write one for each major service. List specific features and benefits.
Comparison Pages Work Too
Use a fair tone to compare your business with 2 or 3 others. Let the structure do the selling.
Off-Page Visibility Still Matters, Just in New Ways
AI tools gather data from across the web — not just your site.
Claim and Complete Your Listings
Make sure you’re listed on:
- Google Business Profile
- Yelp
- Bing Places
- BBB
Get More 5-Star Reviews
Focus on Google and Yelp. Automate the ‘ask’, if possible. Reviews often show up in AI-generated summaries.
Get Included in “Best Of” Lists
Pitch journalists and bloggers. You can even create your own list, as long as it’s helpful and fair.
AI Hangs Out in Forums Too
Forums like Reddit and Quora are part of the data that AI tools learn from.
Where to Engage
- Reddit threads relevant to your niche or city
- Quora answers
- Niche groups and forums
How to Participate
Share useful insights. Don’t just drop links. Engage like a real human, because AI notices patterns in helpfulness too.
How to Know If It’s Working
Ask the AI
Search your business type and city inside ChatGPT, Claude, or Perplexity. Are you mentioned?
Monitor Review and Mention Volume
Watch:
- New reviews
- Forum mentions
- Brand citations in “best of” lists
Use Google Search Console
Track impressions, clicks, and Discover traffic. These are all signals of visibility.
Wrap-Up: Help AI Help You
The way people search has changed, and that means the way your business gets discovered has changed too.
Whether someone types a question into Perplexity or asks ChatGPT for a recommendation, the outcome is the same: one answer, not ten. If your business isn’t part of that answer, you’re not in the conversation.
But you don’t need to overhaul everything. By structuring your site clearly, writing helpful content, building off-page authority, and tracking your visibility, you can become the business that AI tools want to recommend.
It’s not about gaming the system. It’s about helping it understand why you’re the right answer.
Frequently Asked Questions About AI Search and Visibility
What is AI search, and how is it different from traditional search engines?
AI search tools like ChatGPT, Perplexity, and Gemini don’t return a list of websites. They generate answers using content, reviews, and other signals across the web. If your business isn’t part of the data they pull from, you won’t be included in the answer.
Why does showing up in AI search matter for my business?
People trust AI recommendations more and take faster action. Leads from AI search are often pre-qualified and ready to book or buy, skipping the comparison stage entirely.
What kind of content helps me show up in AI results?
Short, clear, and helpful content. Think of 200–300 word posts answering specific questions like “Who’s the best estate planning attorney in [city]?” Write in third person and avoid sounding promotional.
Do I still need to focus on traditional SEO?
Yes. Traditional SEO helps you show up in search results, while AI SEO helps you show up in direct answers. They work together, not against each other.
How do I structure my website for AI search?
Focus on technical basics:
- Make your site mobile-friendly and fast (under 2 seconds)
- Use HTTPS
- Add schema markup (like LocalBusiness, Review, FAQ, etc.)
What schema markup should I use?
Use schema types like:
LocalBusinessLegalServiceFAQPageReviewPersonOrganization
These help AI tools understand your business, services, and credibility.
Does duplicate or repetitive local content hurt my rankings?
Not for AI. If you’re writing “Best [Service] in [City]” pages with helpful local details and testimonials, it’s actually encouraged to repeat the format across locations.
How important are off-site signals like reviews?
Very. AI search tools pull data from your website and from across the internet. That includes:
- Google reviews
- Yelp profiles
- Forum mentions (Reddit, Quora)
- Business directories (BBB, LinkedIn)
How can I monitor whether my business is showing up in AI results?
- Ask ChatGPT, Perplexity, or Claude directly
- Monitor your review count and forum mentions
- Track impressions and Discover traffic in Google Search Console
Ready to Put This Into Action?
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