Search behavior is changing fast. For decades, Google held a firm grip on the search experience. When users looked for products or services, they Googled it, almost without question. With the acceleration of AI tools like ChatGPT, users now have another way to find the answers, businesses and services they’re looking for.
Instead of running a traditional keyword search like “appliance repair near me,” someone can describe exactly what they need and get a much more specific response. For example, the prompt could be: “appliance repair company near Dedham, Massachusetts to fix a leaky 2025 KitchenAid dishwasher, model KDFM404KPS.”
Depending on the query, ChatGPT may draw from its existing knowledge or search the web for relevant, current information and sources that can help answer the user's question.
As more people incorporate AI platforms like ChatGPT into the way they research products, services and businesses, this creates a new opportunity for companies to think about how visible—and understandable—their brands are within AI-powered search.
So, how can businesses improve their chances of being discovered and cited by ChatGPT and other AI tools? Below, we’ll break down three strategies that can help strengthen your digital presence.
Build Your Brand Reputation
A strong, consistent reputation across the web can give AI search tools more credible information to draw from when evaluating a business. Reviews, business profiles, relevant directories, media coverage and consumer conversations can all contribute to the larger digital picture of your brand.
With that in mind, businesses should actively and consistently build their online reputation. A few ways to do that include:
- Build up your Google Business Profile and encourage reviews. Consistently encourage satisfied customers to leave honest reviews about their experience. Beyond providing potential customers with valuable social proof, a well-maintained Google Business Profile can also support your visibility within traditional local search.
- Earn relevant industry awards and recognition. Many industries have respected awards, certifications and recognition programs businesses can apply for. Identify the ones that carry credibility with your audience and consider submitting your work or company for recognition. These third-party mentions can add another layer of authority to your broader digital presence.
Ben Lund, Founder and CEO of Rise Marketing Group, Search Optimization Agency, agrees.
“Building your digital brand reputation is one of the most powerful strategies a business can do to get cited by AI tools like ChatGPT. Don’t be shy about asking for reviews, this will have a strong positive impact for your business.”
Get Cited by Other Websites
Similar to building your brand reputation, look for opportunities for your company to be mentioned and listed on credible, relevant websites. These third-party references help build a broader web presence around your business and give both people and search technologies additional context about who you are and what you do.
This can include:
- Directories. Prioritize reputable directories that are relevant to your industry, audience or geographic market. Also consider local business organizations, professional associations, networking groups and chambers of commerce. Beyond strengthening your digital footprint, the right directories can generate referral traffic and introduce your business to prospective customers.
- Business partners. If you have trusted business or referral partners you work closely with, look for natural opportunities to feature those relationships online. A partner or resources page, case study, collaborative project or testimonial can provide useful context for visitors while also creating legitimate third-party references to your brand.
- Press and media coverage. If your business has genuinely noteworthy news, share it. Press releases can be one part of a broader PR strategy, but the bigger opportunity is earning relevant media coverage from journalists, publications and industry sources your audience trusts. Meaningful editorial coverage can provide valuable third-party validation of your business and expertise.
Create Useful, Authoritative Content on Your Website
AI search tools need clear, useful information to understand what your business does, who you serve and where your expertise lies. Instead of publishing content simply for volume, focus on building out the topics your customers genuinely need help understanding.
For an appliance repair business, for example, that could mean structuring the website around information such as:
- Services
- Give each primary service a dedicated page that explains what you offer, the problems you solve and who the service is designed for.
- Brands
- Build relevant brand pages so customers—and search technologies—have clear information about the manufacturers and products you support.
- Pricing
- When appropriate for your business model, provide useful pricing information or explain the factors that affect cost. People increasingly ask AI tools detailed questions about pricing, so having transparent information available can help answer those questions while also setting expectations with potential customers.
- Blog
- Create genuinely helpful content around the questions and problems your customers encounter. For an appliance repair company, that might include troubleshooting common issues, explaining when a DIY fix is appropriate and helping customers recognize when it's time to call a professional.
“Businesses get the most from these AEO strategies when every piece of content reinforces the same core relationships: this company provides this service, for this customer, in this location, backed by this proof. When website pages, reviews, profiles, directories, and press coverage repeat those semantic connections consistently, each source amplifies the others and gives AI the proof it’s looking for.”
— Adriaan van Swieten, Founder of Stijg Media
Think Beyond a Single AI Optimization
AI visibility isn't really about finding one trick that gets your business cited. It's about making sure your website, content, brand positioning and broader digital presence are all telling the same clear, credible story.
That means looking at how all the pieces work together: Is your positioning clear? Does your website demonstrate your expertise? Is your content answering the questions your customers actually ask? Do third-party sources reinforce what you say about your own business?
This is also where a broader AI strategy can be helpful. Through our AI consulting services, we help businesses evaluate how AI fits into their marketing strategy, identify practical opportunities and build a thoughtful approach that supports both their brand and business goals.
Together, the strategies above can give search engines and AI platforms stronger, clearer signals about who you are, what you do and why your business may be relevant to a particular query. As AI continues to change how people search, the businesses that pay attention to these details now will be better positioned to adapt as search behavior evolves.
