How to get found on Chat GPT
Ok so this isn't just about ChatGPT, but it also works across any AI system such as Claude and Gemini. I've had a few questions from business owners who know their way around SEO, but don't quite understand how this plays into getting found by ChatGPT and other AI tools.
That's called GEO - Generative Engine Optimisation - and the good news is you're not starting from scratch. AI search tools and Google are largely looking at the same things when they decide who to recommend, they just weigh them up differently.
SEO and GEO are more similar than you'd think
Traditional SEO is about getting your website to rank on Google - think keywords, meta titles, backlinks, page speed, all the usual suspects. GEO is about getting your business mentioned or recommended when someone asks an AI tool a question, like "who's a good wedding photographer in Suffolk" or "recommend a construction company near me."
The ranking factors behind both are largely the same. What changes is which ones matter most.
Google has always leaned heavily on technical signals - your meta title, your meta description, your keywords, how fast your site loads. AI search tools care about that too, but they go a step further. Rather than scanning your meta title and description and calling it done, they're actually reading and understanding what's on your page - the meaning behind it, not just the words themselves. They're trying to build a genuinely useful, personalised answer for whoever's asking, so they need to properly understand your business rather than just match a few keywords.
That's a good thing, honestly. It means well-written, genuinely helpful content matters more than ever - not just clever keyword placement.
What AI search actually looks at
When an AI tool is deciding whether to recommend your business, it's largely weighing up three things.
Brand reputation - what can it learn about you from your reviews, your ratings, and how consistent you are across the web? If your business name, address and details are slightly different on your website, your Google Business Profile, and your Facebook page, that inconsistency makes it harder for AI to trust that it's got the full, accurate picture of you.
Brand mentions - this is the AI equivalent of backlinks, and it's broader than you'd think. It covers every place your brand gets talked about online - a shoutout in a local news article, a mention in an industry directory, a thread on a forum, someone tagging you on Instagram, a guest post you wrote for another business's blog, a proper backlink from another site. The more places your name comes up in a genuine, relevant way, the more "real" and established you look to an AI tool.
Brand sentiment - this is about tone rather than just star ratings. A five-star review that's glowing and specific carries more weight than a generic one, and a pattern of negative language across reviews or comments will drag your sentiment down, even if your average rating still looks fine on paper.
Easy, practical steps to improve your GEO
You don't need to overhaul everything at once - a few consistent habits go a long way.
Get your business details matching everywhere. Your name, address, phone number and business description should read exactly the same on your website, Google Business Profile, Facebook, Instagram and any directories you're listed in. Set a reminder to check this every few months, as it's easy for it to drift.
Ask happy clients for detailed reviews, not just stars. A review that mentions what you actually did for them ("Ellie redesigned our homepage and made our booking process so much clearer") tells an AI tool far more than "Great service, five stars!"
Reply to every review, good or bad. It shows you're active and engaged, and it gives you a chance to shape the tone around anything less than glowing.
Get mentioned beyond your own website. Think local press, industry directories, Chamber of Commerce listings, guest posts on other small business blogs, or just being genuinely helpful in Facebook groups and forums where your ideal clients hang out.
Write your website content like you're actually answering a question. Instead of a vague "About Us" paragraph, use headings and clear, direct answers to the things people are actually asking - "What areas do you cover?", "How much does a website redesign cost?", "How long does a project take?" A simple FAQ section on your site is one of the easiest wins here.
Keep your Google Business Profile full and current. Photos, opening hours, services, a proper description - this feeds both traditional SEO and GEO at once, so it's worth the twenty minutes it takes.
None of this replaces good old-fashioned SEO - it sits alongside it. But if you start treating your online reputation and your presence beyond your own website as part of your marketing, rather than an afterthought, you'll be in a much stronger position as more people start asking AI for recommendations instead of just Googling.
If you'd like a hand auditing where your business currently stands - on Google or on AI search - get in touch and we can take a look together!