How to get ChatGPT and AI to notice your brand

An interesting thing started happening last year. When I asked new clients how they found us, I started hearing “ChatGPT, “Perplexity” or “Grok.”

Your customers aren’t just Googling you anymore, they’re turning to artificial intelligence. And if AI isn’t sure who you are, what you do and why you’re credible, they won’t cite or recommend you.

Rich Brooks

Back in the early days of the web, companies that invested in search engine optimization reaped oversized rewards with more qualified traffic to their website. Looking forward, it’s likely that companies that invest now in GEO — generative engine optimization, the popular name for AI optimization — will also gain a competitive advantage.

So, how do you capture the attention of AI and drive business your way?

Because this is such a new field, there’s both what we know and what we think we know (which covers a lot more ground than the former!).

We know most consumer AIs draw on web content, knowledge graphs and business listings when they answer. We think we know that clear entities (your business information presented the same way everywhere), structured data and quotable, fact-rich pages raise the odds of being cited.

Whether you’re an established brand or just getting started, here are a few ways to increase the chances AI will notice, cite and recommend your company.

Create ‘answer-first’ content

AI loves clear, structured content that answers users’ questions. To take advantage of this, add FAQ sections, how-to guides and comparison content to your website. AI generates answers based on what it has already learned, so your content should directly answer the questions your customers are asking with AI tools.

While you can’t see the exact prompts your prospects use, your own customer emails, sales questions and site search logs can reveal what people ask. Build your content around those.

Build trust beyond your site

AI tools aren’t relying entirely on your website for information about your brand. They’re scouring web, news sites and other sources (like Reddit) to capture a full picture of the competitive landscape.

If these sources reference your company or products (in a positive light), AI tools assume your brand is worth talking about.

Your work is to get mentioned in industry roundups, local business directories and obtain favorable press. You should also make sure your company information is consistent across all your social channels and that you and your team post high-quality content regularly.

In short, invest in digital PR: quality mentions, reviews and credible directory listings.

Make your website and business AI friendly

Using structured data makes it easier for AI to understand and cite you as a source. Use basic schema markup language for organizational information like hours, location, services, and so on.

Monitor how AI ‘talks’ about you

Does AI know about you? Do you get mentioned when someone asks a relevant question?

Go to ChatGPT, Claude or Perplexity and ask what they know about your business: “What can you tell me about [your company]?”

Ask informational questions where you hope they will cite you:

What are the top construction companies in southern Maine?
Who are some of the top keynote speakers on resilience?
What are some trusted media sources for Maine businesses?

Check our analytics

Look at your Google Analytics and see where your traffic — especially your high-converting traffic — is coming from. Little to no traffic from AI might mean you need to invest more effort into getting AI familiar with your brand.

AI is changing rapidly, with new models dropping every other week. What works today may not work tomorrow, but one thing is clear: more people will turn to AI for information, advice and recommendations.

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