As the digital landscape continues to shift, business owners are asking the same question:
How do we become the go-to recommendation from ChatGPT and other AI-powered tools?
In other words, how do you “implant” your business into the brain of AI so that it knows you, sees you as the authority in your field and is confident enough to recommend you above your competition?
This question is exactly what Nathan Wade from Disrupta and award-winning copywriter Clea Jones explored at Business Blueprint’s November conference. Drawing on decades of experience in SEO and copywriting, Nathan and Clea explained the complementary paths to help business owners gain authority within AI search results.
“AI search is changing the game completely,” said Nathan. “What used to work in traditional SEO doesn’t cut it anymore. In the world of AI, we need to think differently if we want to be found.”
Let’s break down their approaches.
What Is AI Search, and Why Does It Matter?
AI tools like ChatGPT, Claude, Gemini, Perplexity, and Copilot are changing the way users find information. These days, instead of typing search terms into Google, people are asking full questions. In fact, recent stats show that 77% of Americans use ChatGPT as a search engine, with a growing number saying they trust it more than Google.
The shift from searching to asking is redefining how businesses show up online.
Unlike Google, where you might compete with hundreds of other websites for page one visibility, AI often provides a single, concise answer to a query, meaning only one brand gets the spotlight.
Your goal? To be that brand.
From SEO to AEO
Nathan has spent the past ten years helping businesses rank on Google through traditional SEO, but his focus has now shifted to something new: AEO, or Answer Engine Optimisation.
AEO is about making your business understandable, verifiable, and recommendable by AI.
Here’s how:
1. Authority + Verifiability
AI tools reward content that has named experts with consistent bios, clear credentials, and cross-platform signals. That means your name (or a chosen spokesperson) needs to show up across your website, social channels and trusted third-party platforms like YouTube with consistent messaging.
2. Entity Recognition
AI understands content through “entities”. These are things like your brand name, location, industry and niche services. Your job is to ensure your website and online content clearly identify and associate your business with these entities. This improves how AI classifies and recalls your business in relevant searches.
3. Citations and Mentions
The more your business is referenced across the web, whether in blog articles, YouTube videos, podcasts, or online reviews, the more likely AI is to trust your authority. Currently, YouTube is the most cited source in ChatGPT responses, making it a high-impact place to be visible.
4. Topical Authority
This means going deep on a particular subject. Create a “pillar page” on your website that comprehensively covers a specific topic, supported by additional “cluster” articles, FAQs, and tools. Google and AI engines alike reward sites with depth and breadth in their content.
5. Technical Optimisation
Add schema markup (structured data) to your site so that AI tools can interpret the content correctly. This can be easily outsourced via Fiverr. Also, ensure your business’s name, address, and phone number (NAP) are consistent across all platforms.
Writing Content That Sells to AI and Humans
Clea’s follow up to Nathan’s advice focused on what to write and how to write it so that AI finds and recommends your business.
Here are her main takeaways:
1. Start With Intentional Research
Use tools like Ubersuggest, Google’s “People Also Ask”, and ChatGPT itself to explore what people are searching for. Ask ChatGPT why it recommends others in your field and why it doesn’t recommend you, then use that insight to fill the gaps.
2. Write Like a Human, Not a Robot
AI-generated content is useful, but don’t copy-paste blindly. Edit thoroughly, check for plagiarism, and aim for a tone that’s simple, conversational, and human. Avoid overused ChatGPT patterns like emojis, excessive em-dashes and generic phrasing.
3. Add Structure and Schema
Make sure your content includes H1, H2, and H3 headings, bullet points, lists, and internal links. Use tools like Surfer SEO to check for relevant entities and content length suggestions.
4. Use Real-Life Examples and Case Studies
Cite your lived experience and share unique information. Phrases like “In our experience,” “We’ve helped clients,” or “A recent case study showed…” provide original, verifiable content that’s impossible to replicate with AI alone.
5. Create an Expert Profile
Include an author section on your site, linking your blog content to a verified expert (whether it’s you or a team member). This builds trust with AI and aligns with how platforms like Google evaluate E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).
Practical Steps You Can Take To Improve AI Search Visibility Today
Here’s a quick checklist to help your website stay visible in the new world of search:
- Identify a named expert in your business and build their online profile.
- Create a pillar article around a specific topic you want to be known for.
- Use schema markup and ensure your website isn’t missing important features to boost SEO.
- Add a comparison page to your website (e.g., “OneBrain vs [competitor]”).
- Publish content to YouTube on a regular basis—even short form counts.
- Update old content to improve freshness and relevancy.
- Ask ChatGPT where it sourced your mention (or lack of) and take action based on its response.
- Add original quotes, data and case studies into all content.
- Track AI mentions and leads in your CRM.
- Schedule time monthly to check how you’re showing up in AI tools.
The world of AI search is moving fast. But if you follow these steps, you’re not just feeding ChatGPT information about your business; you’re establishing yourself as the authority.
That’s the power of being first and doing it well.
“It’s not about being perfect or knowing everything,” said Clea. “You just need to be one step ahead of your competitors.”
Showing Up in AI Search Results: FAQs
What Is Answer Engine Optimisation (AEO)?
Answer Engine Optimisation is the process of making your brand, content, and online presence easily understandable and recommendable by AI tools like ChatGPT, Gemini, and Perplexity. It focuses on authority, verifiability, and entity recognition rather than just keywords.
How Do I Know If ChatGPT or Other AI Tools Mention My Business?
You can ask ChatGPT directly, for example: “What do you know about [your business name]?” or “Which businesses would you recommend for [your service] in [your location]?” This helps reveal how much AI knows about you and whether it sees you as an authority.
What’s the Difference Between SEO and AEO?
Traditional SEO focuses on ranking your website in Google’s search results, while AEO is about becoming the preferred answer within AI tools. AEO places greater importance on structured content, expert recognition, citations and how AI understands your business entities.
Do I Need to Create New Content, or Can I Optimise What I Already Have In Order to Show Up In ChatGPT?
Both. You can start by updating and restructuring existing content for clarity, depth, and freshness. Adding schema markup, internal links, FAQs, and relevant entities can significantly improve how AI tools read and rank your content.
How Long Does It Take to See Results If I Optimise My Content for AEO?
Most businesses start seeing improvements within 30–60 days, especially if they’re actively updating content, building expert profiles, and gaining citations. Like SEO, it’s an ongoing process, but early movers in this space have a clear advantage.
About Business Blueprint
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