How to Get Found in ChatGPT and AI Search Results

Dr. Niklas Richter · 2026-06-02

Search behavior is shifting fast. Instead of typing keywords into Google, more people are asking direct questions to AI tools like ChatGPT, Gemini, and Perplexity. So what does this mean for your business? In this episode of Ondernemerspraat, we sat down with SEO and GEO specialist Trees Pille and developer Bram Theunis to figure out 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 inseparable. Think about it: when someone asks an AI a question, it doesn't show a list of blue links. It gives one answer. That answer can either include your business or not. And if you're not part of that answer, you're invisible to that entire conversation. That's a huge shift from traditional search, where you could at least show up on page two and hope someone clicked through. ### What Is Generative Engine Optimization (GEO)? GEO is the practice of optimizing your content so that AI models recognize it as authoritative, relevant, and answer-ready. Unlike traditional SEO, which focuses on keywords and backlinks, GEO is about structured data, clear answers, and context. AI tools don't just scan your site for keywords; they look for complete, well-organized information that directly answers a user's question. For example, if someone asks ChatGPT, "What's the best marketing agency in Las Vegas?" the AI doesn't just look for the phrase "best marketing agency." It looks for sites that clearly state their services, location, and expertise in a way that feels definitive. It also checks for trust signals like reviews, schema markup, and consistent NAP (name, address, phone) data. ### Why Structured Data Matters More Than Ever Structured data is like giving AI a cheat sheet about your business. It's code on your website that tells search engines and AI tools exactly what you offer, where you're located, and what makes you unique. Without it, AI has to guess. And when it guesses, you might not make the cut. - Use schema markup for your business type, reviews, and FAQ sections. - Make sure your contact info is consistent across all platforms. - Include clear, concise answers to common questions your customers ask. One mistake we see a lot is businesses hiding their best content behind login pages or complex navigation. AI can't crawl that. If your most valuable insights are buried, they might as well not exist. ### How to Test Your AI Visibility Right Now You don't need fancy tools to check if you're visible in AI searches. Just open ChatGPT or Perplexity and ask a question related to your business. See if your company name comes up. If it doesn't, that's your wake-up call. Another quick test: search for your own brand name plus a service keyword. For instance, "digital marketing agency for small businesses." If you don't appear in the AI's response, you have work to do. The good news is that this is fixable. Start by creating answer-ready content that directly addresses your customers' top questions. ### Common Mistakes Businesses Make Today Many companies still treat their website like a brochure. They focus on design and branding but forget that AI needs to understand what they do. Here are the biggest mistakes we see: - Writing vague, general content instead of specific, actionable answers. - Ignoring structured data and schema markup. - Not updating old blog posts to reflect current information. - Failing to build authority through reviews and citations. Remember, AI doesn't have a memory like a human. It pulls from what's available online right now. If your site hasn't been updated in two years, it might as well be a ghost town. ### Practical Steps to Get Found in AI So how do you make sure your business shows up when someone asks an AI for a recommendation? Here are a few concrete steps: 1. Create FAQ pages that answer real questions your customers ask. 2. Use clear, conversational language in your content. 3. Add structured data (JSON-LD) for your business, products, and services. 4. Build backlinks from reputable sites to boost your authority. 5. Keep your Google Business Profile updated and accurate. This isn't just about today. It's about staying relevant as search continues to evolve. The businesses that adapt now will be the ones that get found tomorrow. ### Final Thoughts The shift from search engines to AI isn't a trend. It's a fundamental change in how people find information. If you're not visible in ChatGPT, Gemini, or Perplexity, you're missing out on a growing pool of potential customers. The good news is that with a few smart adjustments, you can position your business to be the answer, not just another link. This podcast is brought to you by Creatic, a digital agency that helps small and medium businesses build strong brands, smart marketing, and high-performing websites. From brand strategy to visual identity to a site that actually drives results, they help your business grow online in a way that's visible and recognizable.