More and more people don’t just type a search into Google anymore. They ask a question to ChatGPT, Google’s AI Overviews, Perplexity or another AI assistant, and they get an answer instead of a list of links.
That changes the goal. It’s no longer just about ranking on page one. It’s about being the business an AI tool understands, trusts and recommends.
The good news is that most of what helps with AI search is the same thing that helps with regular search: a clear, well-built website with genuinely useful information. Here’s where to focus.
1. Say clearly what you do, for whom, and where
AI tools need to understand your business in plain language. Your website should state clearly:
- What you do
- Who you do it for
- Where you work or which areas you serve
- What makes you different
Vague taglines don’t help. “We bring your vision to life” tells an AI nothing. “Custom WordPress websites for small businesses” tells it exactly what you do.
2. Answer the questions your customers actually ask
AI assistants answer questions, so the websites that get cited are the ones that answer questions well. Think about what customers ask you on the phone, and answer those questions on your website.
A frequently asked questions section is one of the most effective ways to do this. Keep each answer direct and specific.
3. Use structured data
Structured data, also called schema markup, is code that tells search engines and AI tools exactly what’s on a page: your business name, logo, contact details, reviews, FAQs and more. It removes the guesswork. On WordPress, an SEO plugin such as Yoast handles much of this for you.
4. Show real proof
AI tools look for signs that a business is credible. Make it easy for them to find:
- Real reviews and testimonials
- Examples of your work, case studies or before-and-afters
- Your experience and credentials
- A real person behind the business
5. Keep your business details consistent everywhere
Your business name, phone number and website should match everywhere they appear: your website, your Google Business Profile, directories and social profiles. Inconsistent details make it harder for search engines and AI tools to be confident about who you are.
6. Keep your Google Business Profile complete
For local businesses, your Google Business Profile is one of the most important sources of information online. Fill out every section, add photos, choose accurate categories and keep collecting reviews.
7. Make your website fast and easy to read
A site that loads quickly, works well on phones and is organized with clear headings is easier for people and machines to understand. Each page should have one clear topic, a descriptive title and helpful content.
8. Publish helpful content regularly
Articles that answer real questions, like the one you’re reading, give AI tools more of your expertise to draw on and more reasons to mention your business.
9. Consider an llms.txt file
An llms.txt file is a newer, simple summary of your website’s most important pages, written for AI tools. Support for it is still developing, but it’s easy to add, and Yoast SEO can generate one for you.
The bottom line
There’s no trick to AI search. The businesses that show up are the ones with clear, trustworthy, well-structured websites that genuinely help people. If your website doesn’t clearly explain what you do, who it’s for and why people should trust you, that’s the place to start.
Every website I build includes the SEO foundations that matter for both Google and AI search. See examples in my portfolio, or get in touch to talk about your website.
