How to get your business found by ChatGPT (and why it matters)
Consistency is still key!
If you're still thinking Google is the only search game in town, I've got news for you - the landscape is shifting fast.
More people are turning to ChatGPT, Claude and Perplexity to find answers, research services and make decisions. If your business isn't showing up in those AI responses? You're missing out on a whole new frontier of visibility.
This is called Generative Engine Optimization - or GEO for short. I know; another acronym to add to the list, but stick with me, because this one's worth understanding.
What actually is GEO?
Think about traditional SEO for a moment. You optimize your website, climb the rankings, hopefully land on page one of Google. Someone searches, sees your link, clicks through. Job done.
GEO works differently. Instead of being one link in a list, your content becomes part of the answer. When someone asks ChatGPT "What's the best way to make my website accessible?" or "How do I plan my estate without spending a fortune?" - you want your business to be the source the AI cites and recommends.
It's not about ranking anymore. It's about being the answer.
This isn't some far-off future scenario. It's happening right now. People are already using AI tools for research, the businesses that understand this shift will have a significant advantage.
How AI tools actually choose what to cite
AI search engines don't work like Google. They're not looking at backlinks or keyword density (though those still matter for traditional SEO). They're looking for something different: authoritative, well-structured content they can trust and extract from.
Here's what makes AI tools take notice:
Clear expertise
They want to know why they should trust you. Your credentials matter. Your experience matters. Awards, certifications, years in business - these all signal authority.
Well-organized information
AI tools love content that's easy to parse. Clear headings, logical flow, structured data. If they can understand it quickly, they're more likely to cite it.
Definitive answers
Vague marketing speak doesn't cut it. AI tools want clear, direct answers to specific questions. The kind of content that actually helps people.
Citation-worthy facts
Original research, case studies, verifiable data - these make your content worth referencing. AI tools cite sources that provide unique value.
Why this matters for your business
The honest truth: GEO isn't replacing traditional SEO. It's the next evolution. The good news? If you're already focused on creating clear, accessible, well-structured content, you're halfway there.
The key shifts are:
- Think answers, not just keywords
- Structure for extraction, not just reading
- Build verifiable authority, not just backlinks
- Optimize for questions, not just search terms
Something I find really interesting - the same principles that make websites accessible (clear structure, semantic HTML, logical organization) are exactly what AI tools prioritize. So if you're already committed to accessibility, you're naturally building GEO-friendly content.
The businesses that understand this now will have a significant advantage as AI search continues to grow. You're already thinking about it, which puts you ahead of most.
What's next?
This is just the beginning. GEO involves several key strategies, I'm breaking them down into bite-size, actionable pieces so you can implement them step by step without feeling overwhelmed.
In the next article, I'll walk you through the first two essential strategies:
- How to structure your content in "answer chunks" that AI tools can easily extract and cite
- The art of answering questions upfront - a simple shift that makes your content instantly more AI-friendly
These two techniques alone can transform how AI tools interact with your content, they're things you can start implementing today.
Read part 2: Structuring content for AI search →
Want help implementing GEO for your website right now? That's exactly the kind of thing I do with Inclusive Optimization. Get in touch, let's make sure your business is ready for the future of search.
