Beyond Google Search

Here’s something we didn’t expect to see quite so soon: ChatGPT is sending us leads. We’ve had a handful of prospective clients tell us they found or considered us after asking ChatGPT about web design and digital marketing agencies. It’s still a relatively small slice of our leads, so we’re not ready to declare that AI search is replacing Google—but it’s enough to get our attention. And it got us wondering: what does this shift mean for the small businesses we work with, and what can they do to make themselves more visible when customers start asking AI who to hire?

Search is Changing

Though Google Search is still the primary way most people navigate the internet, an increasing number of users are turning to AI for business and service recommendations. Instead of simply searching for something like “digital marketing agency Minnesota,” they may ask a more conversational question, such as, “What are some good web design agencies in Minnesota?”

This shift toward conversational searches and personalized follow-up questions presents a new opportunity for businesses to get in front of the right customers. By narrowing down an overwhelming number of possibilities into a handful of relevant recommendations, AI can help businesses stand out and connect more directly with people who are actively looking for the products or services they offer.

So, How Does AI Decide What Businesses to Mention?

There’s no universal formula for getting your business recommended by AI, and different platforms use different systems to generate their responses. But information about your business from your website, online profiles, reviews, reputable directories, and other sources can help AI systems understand your business and determine whether it’s relevant to a particular question.

Focus on the big signals:

Basically, AI needs enough reliable information to understand who you are and why your business might be a good fit for a search query.

5 Ways to Make Your Business Easier for AI to Find

1. Be clear about what you do.

This might seem like a no-brainer, but your website should make it immediately clear who you are, what you offer, who you serve, and where you operate. The more specific you can be, the easier it is for both potential customers and AI-powered search tools to understand whether your business is a good fit for a particular search.

2. Create Useful, Specific Content

This is where web copy comes in and shines. Your website should answer questions customers usually ask, provide helpful resources and tips, educate your audience and prompt the user to take action. Dedicated FAQ pages, blog articles and solid web copy are the essential “meat” of the website and what AI models look for.

3. Keep Your Business Information Consistent

Your online business storefront needs to be up-to-date and consistent across all platforms. This includes your website, Google Business Profile, social profiles, etc. Consider your business name, physical address(es), phone, hours, services and service areas.

4. Build a Strong Reputation Online

This isn’t about becoming an influencer, it’s as simple as having solid reviews, showing up in industry directories, getting sited in news coverage or media articles, or getting linked to by other reputable sources. This is probably one of the most important pieces AI looks for when someone asks for a recommendation. The point isn’t to manufacture mentions—it’s to build a legitimate online presence beyond your own website.

5. Don’t Forget Traditional SEO

Yes, SEO is still important. In fact, AI NEEDS good SEO to operate successfully. All the same principals that are essential for SEO also help with GEO (Generative Engine Optimization). You don’t need to abandon your SEO strategy just because AI search is becoming more important; you just need to know how to help them work in tandem together.

Try Asking AI About Your Own Business

Curious if AI will recommend your business? Let’s test it! Ask ChatGPT, Gemini, Perplexity, etc for business recommendations in your area or industry and see what comes up!

Make note:

Note: AI responses aren’t definitive “rankings.” Responses can vary, and AI can and will make mistakes.

Can You Pay to Get Recommended?

AI recommendations aren’t something you can simply buy like an ad placement. There really isn’t a quick and fast way to “pay” for recommendations to avoid putting in the website work, and businesses should be skeptical of anyone promising instant or top AI rankings.

Instead, trust your expert web marketing team (yes, it’s a shameless plug). We can help you take a look at your website, search presence, Google Business Profile, and overall digital footprint to identify opportunities to make your business easier to find—and easier to understand.