In short
To improve your chances of being recommended by ChatGPT and other AI assistants, make sure AI crawlers can access your site, structure content around direct answers to buyer questions, add schema markup, keep your brand information consistent everywhere, and earn credible mentions on third-party sites that AI systems draw from.
When someone asks an AI assistant "What is the best agency for X?" or "Which software should I use for Y?", the answer typically names a few businesses. Being one of them is becoming as valuable as ranking on the first page of Google.
There is no switch that guarantees a mention, but there is a clear set of steps that improves your chances.
Step 1: Check where you stand today
Write down the 10 to 20 questions your buyers are most likely to ask an AI assistant. Include category questions ("best X for Y"), problem questions ("how do I fix Z") and comparison questions ("X vs Y").
Run each one through ChatGPT, Perplexity, Gemini and Google. Record which businesses are mentioned and which sources are cited. This becomes your baseline and shows you who you are competing with for AI visibility.
Step 2: Make sure AI systems can read your site
Check your robots.txt file to confirm you are not blocking the crawlers used by AI services. Make sure your important content is in the HTML rather than loaded only by scripts, and that pages load quickly.
Submit your sitemap to both Google Search Console and Bing Webmaster Tools. Because some AI search features rely on Bing's index, Bing visibility matters more than it used to.
Step 3: Answer buyer questions directly
For each priority question, make sure there is a page or section on your site that answers it clearly. Put the answer first, in two or three sentences, then expand with detail.
Good structure for an answer section:
- A heading that matches the question
- A direct, self-contained answer
- Supporting detail, examples or a comparison table
- A link to a related service or deeper guide
Write answers so they make sense on their own. AI systems may extract a single passage without the surrounding context.
Step 4: Describe your business precisely
AI systems need to understand what you do, who you serve and what makes you different. Vague copy makes this hard. Make sure your homepage, about page and service pages clearly state:
- What services you provide
- Who they are for
- Where you operate
- What specifically differentiates you
Use the same wording across your website, social profiles, directory listings and review platforms.
Step 5: Add structured data
Schema markup gives machines an explicit description of your content. At minimum, add Organization schema site-wide, Article schema on articles and FAQPage schema where you answer common questions.
Step 6: Build credible third-party mentions
AI assistants do not rely only on your website. They draw on reviews, industry publications, comparison articles, forums and directories. Practical ways to build this presence include:
- Encouraging genuine customer reviews on relevant platforms
- Contributing expert commentary to industry publications
- Getting listed in reputable directories for your sector
- Participating helpfully in communities where your buyers ask questions
Step 7: Track and refine
Rerun your question list monthly. Note when you start appearing, which pages get cited and where competitors still win. Update content that is not being used and create pages for questions you do not yet answer.
What not to do
Avoid stuffing pages with keywords, publishing large volumes of thin AI-generated content or making exaggerated claims. AI systems are designed to filter low-quality content, and misleading claims can create legal and reputational problems.
The bottom line
Being recommended by AI assistants comes from the same qualities that make a business easy to recommend in person: being clear about what you do, demonstrating expertise and being well regarded by others. The technical steps simply make sure AI systems can see it.
Learn more about the discipline behind this in what is generative engine optimisation, or see how our SEO and AI Search Visibility service can help.
Frequently asked questions
Can I pay to be recommended by ChatGPT?
Organic recommendations in AI answers cannot be bought directly. Visibility comes from being accessible, clear, consistent and credibly discussed across the web.
How long does it take to appear in AI answers?
It varies. AI systems that search the web can pick up new content within weeks once it is indexed, while broader brand recognition builds over months as authority and third-party mentions grow.
Does ChatGPT use Google results?
ChatGPT's web search has been widely reported to rely on Bing's index, which is why submitting your sitemap to Bing Webmaster Tools is a sensible step alongside Google Search Console.