More people now ask ChatGPT, Perplexity or Google’s AI Overviews for a recommendation before they search a list of links. Service business owners keep asking me the same thing: how do I get mentioned? This guide explains, in plain terms, how to show up in AI search results as a coach, clinic, advisor, agency or local business, and what is hype.
Quick answer: AI search tools lean on the same foundations as normal search: pages that are crawlable, clearly written and genuinely useful, plus consistent information about your business across trusted sites. Say clearly who you are, what you do and where, answer real client questions on your own site, and build mentions on directories, review sites and industry publications. There is no special AI code that guarantees inclusion.
How AI search decides what to mention
Different tools work differently, but the broad pattern is similar. They retrieve web pages and other sources relevant to a question, then write an answer based on them. Google says its AI features rely on its core Search systems, and that standard SEO best practices still apply (Google Search Central).
So the question becomes: when someone asks “Who is a good Squarespace designer for therapists?” or “Best physiotherapist in Leeds for running injuries”, what does the web say about you, and can the tool read it?
What Google says you do not need
Google’s guidance on generative AI features is fairly direct about what does not matter for its systems (Google’s AI optimization guide):
- You do not need special AI files for Google Search. It says Google Search does not use llms.txt.
- You do not need to chop content into tiny chunks.
- You do not need to rewrite everything in a special “AI style”.
- Structured data is helpful for rich results but is not required to appear in AI features.
Other AI tools may behave differently, but none of them reward thin content written only to be quoted.
Five things that actually help
1. Make your entity clear
Your name, business name, what you do, who you serve and where should be stated plainly and the same way everywhere: your website, Google Business Profile, LinkedIn, directories and social bios. “Jane Smith, a speech-language pathologist in Denver who works with toddlers and preschoolers” is easy for a machine and a person to understand.
2. Answer real questions directly on your site
Write pages that answer what clients ask before they hire you: cost, process, timelines, who it is for, what to expect. Put the direct answer near the top, then explain. This helps normal search, AI answers and humans in the same way.
3. Show real expertise and experience
Specific examples, case studies, original photos and your own point of view are harder to copy and more useful. Google’s guide specifically warns against commodity content that restates what already exists.
4. Get mentioned where AI tools look
AI answers often draw on third-party sources: directories, review sites, industry roundups, local news, podcasts and community discussions. Useful places include:
| Business type | Places worth being listed or mentioned |
|---|---|
| Therapists and clinics | Professional association directories, Psychology Today, Google Business Profile, local health directories |
| Coaches | ICF directory, podcast guest spots, LinkedIn articles |
| Advisors | Regulatory lookups, professional body directories, local business press |
| Agencies and freelancers | Clutch, platform partner directories, industry roundups |
| Local businesses | Google, Yelp, Bing Places, Apple Business Connect, trade associations |
5. Keep the technical basics solid
- Pages load quickly and render without relying on heavy scripts for the main text.
- Important pages are not blocked in robots.txt or hidden behind logins.
- Clear headings and descriptive page titles.
- Accurate schema for your organisation and services where it truly applies.
How to check whether you appear
Ask a few AI tools the questions your clients would ask, logged out, and note who gets mentioned and which sources are cited. Google has also added generative AI performance reporting in Search Console, which is more reliable than third-party tools that claim to know Google’s internal data. Repeat monthly rather than daily; answers vary.
What to avoid
- Paying for fake reviews or mass directory submissions.
- Publishing dozens of near-identical AI-written pages.
- Claims you cannot back up, such as “best in the country”.
- Tools that promise guaranteed placement in ChatGPT answers.
How I can help
I build and tidy websites so they are clear to people, search engines and AI tools alike: consistent business details, service pages that answer real questions, clean structure and accurate schema. I use the same approach on my own site. If you want to know how your business currently shows up, I can run the checks with you and suggest what to fix first. See my WordPress web design service or get in touch.
Reviews feed into this too. See how to get more Google reviews without breaking the rules.
Frequently asked questions
How do I get my business mentioned by ChatGPT?
There is no direct submission. Make your business information clear and consistent, publish genuinely useful content on your site, and earn mentions on trusted third-party sites that AI tools read.
Does llms.txt help my website appear in AI search?
Google says its Search does not use llms.txt. Other tools may read it, but it will not replace clear, useful content.
Is AEO different from SEO?
Answer engine optimisation focuses on giving direct, clear answers to questions. It overlaps heavily with good SEO and good writing rather than replacing them.
Does schema markup help with AI Overviews?
Google says structured data is not required for AI features. Accurate schema can still help search engines understand your business and qualify for other rich results.
How long does it take to appear in AI answers?
It depends on how established your business already is online. Improvements to your site and third-party mentions usually take months, not days, to show.
