More customers are now asking ChatGPT and similar tools for recommendations instead of typing a search query into Google. Getting recommended in these answers depends on different signals than ranking on a search results page, and most businesses have not adjusted for it yet.
Why this is different from traditional SEO
A search engine returns a list of links for a person to choose from. An AI assistant reads across many sources and picks one or a small handful of answers to state directly. That means visibility now depends less on ranking first, and more on being the clear, well-described answer among everything the AI has read.
What AI tools actually look for
Clear, specific descriptions of what you do.
Vague marketing language is hard for an AI model to summarise confidently. Plain, specific descriptions of your services, location, and who you serve are easier to extract and repeat accurately.
Consistency across the web.
The same business name, description, and details appearing consistently across your website, directories, and social profiles builds the kind of confidence that gets a business mentioned.
Structured content.
Clear headings, FAQ sections, and direct answers to likely questions are easier for AI tools to pull from than long, unstructured paragraphs.
Genuine reviews and mentions.
Independent mentions and reviews across the web act as a trust signal, similar to how they work for traditional search, but arguably even more heavily weighted for AI recommendations.
Practical steps to take now
Add a clear, specific FAQ section to your website answering the real questions customers ask before choosing a business like yours. Keep your business details identical everywhere they appear online. Write your service pages in plain, direct language rather than vague marketing copy. Encourage and respond to reviews, since these are increasingly part of what AI models draw on.
This is an early, moving target
AI search behaviour is changing quickly, and what works today will keep shifting. The businesses positioning themselves now, while most competitors have not started, have the clearest opportunity to become the default answer in their category.
