More of your customers are skipping the search results and just asking. “Who’s a good plumber near me?” “What’s the best bakery in town for a wedding cake?” ChatGPT, Google’s AI Overviews, Perplexity and Microsoft Copilot answer with a short list of businesses, and usually a link or two.
Getting onto that list is called AI engine optimization (you’ll also see AEO or GEO). The good news: it’s mostly the same good habits that help you on Google. You just need to be a little more deliberate.
1. Make sure AI tools can actually read your site
Some website security settings block AI “crawlers” by default. If they can’t read your site, they can’t recommend you.
- ChatGPT uses a crawler called OAI-SearchBot. Google uses its regular Googlebot. Both need to be allowed.
- Not sure? Ask your web developer to check your security and firewall settings. It’s a five-minute job.
Good to know: Google says there’s no special code, file or trick needed to appear in its AI answers. If your site shows up in normal Google results, it’s eligible.
2. Answer the question first
AI tools love pages that get to the point. On your homepage and main service pages:
- Say what you do, who you do it for and where, in the first paragraph. “We repair heating systems for homes across Cape Cod” beats “Welcome to our website!”
- Use clear headings that match how people ask questions.
- Put key details in plain text: prices or price ranges, service areas, hours.
3. Add a real FAQ page
Make a list of the 10 to 15 questions customers ask you most. Answer each one in a short paragraph, in your own words. This is exactly the kind of content AI tools pull from.
Your front desk, your inbox and Google’s “People also ask” box are great places to find the questions.
4. Keep your Google Business Profile complete
Google’s AI uses your Business Profile, so fill out every section: services, hours, photos and a description. Do the same with Bing Places, since Copilot and other AI tools lean on Bing.
Make sure your business name, address and phone number match everywhere they appear online. Mismatches confuse people and machines alike.
5. Get reviews that say something
“Great job!” is nice. “They fixed our furnace the same day and the price matched the quote” is much more useful, because AI tools read reviews to decide who’s good at what.
- Ask happy customers to mention the service they got.
- Reply to reviews, good and bad.
- Never pay for reviews or ask for a specific star rating.
6. Get mentioned in other places
AI tools trust businesses that other people talk about. Local news stories, your chamber of commerce, industry directories, community groups and podcasts all count. One mention in the local paper can go a long way.
7. Check how you’re doing
Once a month, ask ChatGPT, Perplexity and Google the questions your customers would ask. Do you show up? Who does instead?
Two free tools can also help:
- Google Search Console: traffic from AI Overviews is included in your regular search reports.
- Bing Webmaster Tools: its new AI Performance report shows how often Copilot cites your site.
The short version
| Do this | Why it helps |
|---|---|
| Let AI crawlers in | They can’t recommend what they can’t read |
| Answer questions up front | AI quotes clear, direct answers |
| Add an FAQ page | Matches how people ask AI tools |
| Complete Google and Bing profiles | AI pulls business details from them |
| Ask for detailed reviews | Shows what you’re good at |
| Get mentioned elsewhere | Builds trust beyond your own site |
Tip: Skip anyone selling a “guaranteed ChatGPT ranking.” Nobody can promise that, including the companies that make these tools.
Want help getting found?
If you’d like a hand checking your site or setting up your FAQ page and profiles, get in touch.
Information was checked in October 2026. AI tools change quickly, so some details may shift.
