How to help AI search find you — and your business — online

For more than two decades, we’ve lived in a world shaped by Google. Businesses built their web presence around keywords, backlinks and SEO tactics designed to please search engines’ algorithms.

Photo / Tim Greenway

Nancy Marshall

But today, a profound shift is underway. AI search, powered by large language models, is changing how people discover information, make decisions and choose businesses. This new era requires a new approach to how you show up online.

Rather than focusing on keywords, searchers are having a conversation with ChatGPT, Perplexity, Claude or Gemini. And instead of being served links to websites and clicking on them, AI gives us a paragraph of text that answers our questions.

That means that searchers may not go to your website at all, reducing your chances of capturing their information, having them call you or even making a sale.

If you or your business want to be found, you must position yourself differently than you did in the Google-centric era. AI is not just serving links; it’s synthesizing information into complete answers. That means your digital presence must be clear, consistent, credible and accessible across authoritative sources.

Here are several ways to stay relevant — and truly findable — as AI search becomes the dominant way people seek information.

Clarify your homepage message

Gone are the days when you could rely on Google to piece together who you are from scattered keywords. AI models scan your homepage text and use it to understand your core identity.

That’s why a strong, 150-word paragraph on your homepage is essential. Explain what you do, who you serve, where you operate and what makes your business stand out.

Clear, conversational language helps both your audience and the algorithms.

Add a robust FAQ section

AI search mirrors the way real people ask questions. Instead of searching “Maine PR firms,” someone might ask, “Who are the best PR agencies in Maine for tourism marketing?”

AI looks for clear, direct answers. A strong FAQ section featuring the most common questions you receive — from customers, clients or reporters — helps you appear in those results. Use natural language that reflects how people actually speak.

Punch up your 'About' section on LinkedIn

LinkedIn remains the most critical professional platform, and AI frequently pulls from it. Your “About” section should be written in the first person and reflect your story, values and impact.

Engagement also matters for visibility — commenting, posting and interacting help reinforce your relevance in LinkedIn’s algorithm, which in turn allows AI to understand that you are active, credible and current.

Maintain a presence on Wikipedia

AI models trust Wikipedia because its content is sourced and continually updated. If you or your business meet Wikipedia’s notability standards, a properly written page can significantly boost your digital authority.

A Wikipedia page helps ensure accuracy in the foundational information AI uses when summarizing a business or individual.

Earn media coverage in credible publications

AI search rewards credibility, and nothing carries more credibility than earned media. Articles written or edited by ethical journalists signal legitimacy.

A single well-crafted feature, profile or op-ed in a reputable publication becomes part of the public record, reinforcing your expertise and authority.

Use case studies and other tools

Case studies, reviews, testimonials, endorsements, certifications, awards, impact data, years in business and team credentials are all trust-building assets that draw AI to your website and ultimately persuade humans to want to know, like and trust you, too.

The bottom line

Google Search still has a role, but AI search is quickly becoming the primary way people discover information. It is conversational, intuitive and heavily reliant on authoritative sources. To stay findable, businesses must take control of their digital narrative and place accurate, compelling information where AI can find it.

Visibility today requires strategic storytelling, clarity, credibility and consistency. Those who embrace these changes won’t just be found — they’ll stand out and get noticed.

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