Customers used to type “plumber near me” into Google. Now many of them also ask ChatGPT, Gemini or Perplexity who to call. These assistants don’t show ten blue links: they name a few businesses and explain why. So how do you become one of them?
There’s no secret trick, and nobody can guarantee a recommendation. But AI tools can only recommend businesses they can read and trust. Here’s what helps. This is often called generative engine optimisation, or GEO.
Let AI crawlers read your site
AI tools use their own crawlers, such as OpenAI’s GPTBot and OAI-SearchBot, Anthropic’s ClaudeBot and PerplexityBot. Some websites block these in their robots.txt file, sometimes without the owner knowing. If they’re blocked, those tools may not be able to read your site at all.
Say clearly what you do
AI tools work from text. A homepage that says “Excellence in every detail” tells them nothing. A homepage that says “Family-run garage in Leeds offering MOTs, servicing and tyre fitting” tells them exactly who you are. State your services, your location and who you help, in plain sentences.
Add structured data
Structured data is a small block of code that spells out your business name, type, address, phone number and opening hours in a format machines can read without guessing. It’s one of the most useful things you can add, and your visitors never see it.
Answer real questions
AI assistants often pull from content that directly answers a question. Add a short FAQ with the questions customers actually ask: how much it costs, how long it takes, which areas you cover. Answer each in two or three sentences.
Keep your details consistent everywhere
AI tools compare sources. If your address or phone number differs between your website, Google Business Profile and directories, they have less reason to trust any of them. Use exactly the same name, address and phone number everywhere.
Earn reviews and mentions
Assistants look for evidence that real people use you. Genuine Google reviews, listings on trusted directories and mentions on local websites all help.
Consider an llms.txt file
An llms.txt file is a short plain-text summary of your business, written for AI tools. It’s a proposed standard, and not every AI tool uses it yet, but it’s quick to add and does no harm.
Remember that normal SEO still counts
AI search builds on the same foundations as Google: a fast, secure site with clear, useful content. If your site has problems there, fix them first. Here’s why a site might not show on Google at all.
Check where you stand
Our free AI visibility check tests your site for most of the points above in seconds. If you’d rather not do it yourself, we can set it up for you from a one-off £49.
Common questions
Can I guarantee that ChatGPT will recommend my business?
No, and you should be wary of anyone who promises it. You can only make your business easy to find, read and trust, which improves your chances.
Is AI search replacing Google?
Not replacing, but changing it. Google itself now shows AI Overviews, and many people also ask ChatGPT or Perplexity directly, so it’s worth being visible in both.