AI Visibility: How to Get Found in ChatGPT

Dr. Niklas Richter · 2026-06-02

Search behavior is shifting at lightning speed. Where we once typed queries into Google, now we're asking direct questions to AI tools like ChatGPT, Gemini, and Perplexity. But what does that mean for your business? In this episode of Ondernemerspraat, we sat down with SEO & GEO specialist Trees Pille and developer Bram Theunis to explore how to stay visible in this new reality. We break down the clear difference between SEO (Search Engine Optimization) and GEO (Generative Engine Optimization), and why these two are now completely intertwined. ### How AI Tools Collect Information AI tools don't just pull answers out of thin air. They rely on a mix of crawled web data, structured information, and user behavior patterns. When you ask ChatGPT about a local plumber or a marketing agency, it scours the internet for the most relevant, well-organized content. The key here is that AI favors content that's easy to parse and clearly answers specific questions. If your website is cluttered or vague, you're likely to get overlooked. ### Why Answer-Ready Content Matters Think of answer-ready content as having a direct conversation with the AI. Instead of writing generic pages, you want to anticipate what people are asking and provide clear, concise responses. For example, if you run a bakery, you might create a page titled "Best gluten-free bread in Las Vegas" with a straightforward answer. This helps AI tools pull your information into their responses. Structured data, like schema markup, acts as a roadmap for AI, telling it exactly what your content is about. ### Common Mistakes Businesses Make Today Many businesses still rely on old SEO tactics that don't work well with AI. Here are a few pitfalls: - Focusing only on keyword density instead of clear, direct answers. - Neglecting structured data, which makes your content invisible to AI crawlers. - Writing for humans but forgetting that AI needs logical, scannable formats. - Not testing your visibility in AI search results regularly. ### How to Test Your AI Visibility You can check if your business shows up in AI responses by using tools like Perplexity or simply asking ChatGPT a question related to your industry. If you're not appearing, it's time to audit your content. Look for gaps in structured data and ensure your pages answer common questions directly. A simple test: ask the AI "Who is the best [your service] in [your city]?" and see if your name comes up. ### Practical Tips for Staying Found Tomorrow To stay ahead, focus on creating content that's both human-friendly and AI-optimized. Use clear headings, bullet points, and brief explanations. Update your website regularly with fresh, relevant information. And don't forget to monitor changes in AI algorithms, just as you would with Google updates. The businesses that adapt now will be the ones customers find first. This podcast is a project by Creatic, helping small and medium businesses build strong digital brands through branding, marketing, and high-performing websites. From brand strategy to visual identity and websites that deliver results, we ensure your business grows online visibility and recognition.