Digital Lab

AI chats like ChatGPT, Claude, and Perplexity are changing how people search.

Instead of sifting through 10 links on Google, users ask a question… and get one answer.

If that answer doesn’t mention your business?

You’re invisible.

You can’t just focus on SEO anymore.  AI visibility is just as important.

And it’s quickly becoming the new front door to your business.

So, how do you get your business to show up?

Let’s break it down.

What AI Chat Tools Are Really Doing

Here’s the big secret most business owners don’t know:

AI tools like ChatGPT, Claude, and Perplexity aren’t  creating answers from scratch. They’re pulling from real websites, just like yours.

The difference is in how they  interpret and present that information.

They look for: • Trustworthy sources • Easy-to-read formatting • Clear answers to questions • Content that sounds human • Structured data that they can scan

If your site isn’t structured in a way AI can understand… it won’t get referenced.

It’s that simple.

What To Fix On Your Website

Let’s start with the technical side.

There are some easy wins here, and some powerful ones, too.

✅  Add FAQ Sections AI loves content in Q&A format. Use Header Tags (H2s) like “How does [your product] work?” Then give a clear, concise answer. Bonus points if you use FAQ schema.

✅  Use Schema Markup If you don’t know what that is, watch this video. Schema helps machines understand your content, especially for products, FAQs, services, locations, and articles.

✅  Keep Your Sitemap Updated Make sure your sitemap includes  lastmod dates. AI tools want to pull current information. If your pages don’t show updates, they may not get indexed properly.

✅  Don’t Block AI Crawlers Double-check your robots.txt file. “Brave” (used by Claude), Bing (used by ChatGPT), and others need direct access to crawl your content.

✅  Write for Questions, Not Keywords Modern AI is looking for natural language. Focus less on “Best Chicago plumber near me” and more on answering “What should I do if my pipes freeze in Chicago?”

✅  Make It Easy to Skim Short paragraphs. Bullets. Clear headlines. AI (and your customers) both scan first, read second.

✅  Speed Matters Slow sites get ignored. AI tools deprioritize them. Users bounce. Shoot for a PageSpeed score of 75+ on mobile.

Messaging Is Just As Important

AI chat tools don’t rely completely on data, they also analyze your presentation.

They decide what you  are based on how you position yourself.

Here’s what they look for:

• Do you back up your claims with data or reviews? • Do other sites link to you or mention you? • Are you easy to understand? • Are you clearly the expert?

AI tools are trained to trust  authority and clarity.

So give them both:

✅ Include bios, credentials, certifications, and case studies ✅ Add quotes from customers, awards, or press mentions ✅ Get listed on review sites, directories, and media outlets ✅ Keep your “About” and “Services” pages updated and professional

You’re not just writing for humans anymore.

You’re writing for human-like systems trained to think critically.

What This Means For You

The shift is already happening.

People are asking AI:

“Who’s the best X in my area?” “How does this product compare to that one?” “What are the top tools for [industry]?”

And AI is answering.

You can be in those answers… or left out of the conversation entirely.

This doesn’t just affect tech companies or eCommerce giants. It affects  everyone.

B2B, local services, consultants, law firms, dentists, product makers, anyone who depends on being found and trusted.

Where To Start

Here’s what you can do right now:

1. Audit your site: Is your content structured for questions? Are you using schema?
2. Ask AI: Literally. Open ChatGPT, Claude, or Perplexity and ask questions your customers would ask. See if you show up.
3. Update your key pages: Focus on About, Services, Product, FAQ, and Blog.
4. Fix your load time: Use Google PageSpeed Insights and aim for a 75+ score.
5. Get mentioned elsewhere: Ask customers to review you. Pitch an article to a publication. Get listed in a “best of” directory.

And most importantly:

Position yourself as the expert, because AI tools are only going to promote people they trust.

The Bottom Line

The way people discover businesses is changing.

You can’t afford to only play the Google game.

You have to start thinking like AI.

And your name will show up in all the right places.

Even when no one’s clicking links anymore.

Is your business AI-Ready?

If you’re not so sure, hit the button below to talk with a marketing expert who can get you there.