How to Get Found in ChatGPT and Other AI Search Tools

Dr. Niklas Richter · 2026-06-02

Search behavior is shifting fast. Not long ago, everyone turned to Google to find answers. Now, more and more people are asking ChatGPT, Gemini, and Perplexity directly. So what does that 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 you can stay visible in this new reality. We break down the key difference between SEO (Search Engine Optimization) and GEO (Generative Engine Optimization), and why these two are now completely tied together. ### How AI Tools Decide What to Show AI tools don't just pull random info. They gather data from a wide range of sources, including websites, articles, and structured data. But here's the thing: they have their own way of deciding which businesses get mentioned. It's not just about having a website anymore. You need to make sure your content is "answer-ready." That means writing clear, direct answers to common questions your customers might ask. Think of it like this: if someone asks an AI, "Which electrician in Las Vegas is reliable?" you want your business to be the one that pops up. ### Why Structured Data Matters More Than Ever Structured data is like a cheat sheet for AI. It helps these tools understand exactly what your website is about. For example, if you add schema markup to your site, you're telling AI, "Hey, I'm a plumber in Los Angeles, and here's my phone number and hours." Without it, you're making AI guess. And trust me, you don't want that. Bram shared a story about a client who saw a 40% jump in visibility just by adding structured data to their site. That's a huge win for something that takes a few hours to set up. ### Common Mistakes Businesses Make Today - **Ignoring conversational keywords:** People ask AI things like "What's the best coffee shop near me?" If your content doesn't match that natural language, you'll get overlooked. - **Skipping structured data:** As we said, this is critical. Don't skip it. - **Writing for Google, not for AI:** Google and AI tools value different things. AI loves concise, direct answers. Google loves longer, keyword-heavy articles. You need to balance both. - **Not testing your visibility:** You can actually ask ChatGPT or Gemini, "What's the best [your service] in [your city]?" and see if you show up. If you don't, that's a red flag. ### Practical Tips to Optimize Your Site First, start by auditing your content. Look for questions your customers ask and write clear, short answers. Use bullet points or numbered lists because AI loves them. Second, add structured data. There are free tools online that can generate the code for you. Third, make sure your site loads fast on mobile. AI tools prioritize speed and user experience. Finally, test your visibility regularly. Set a reminder every month to check if your business shows up in AI results. If it doesn't, tweak your content and try again. ### The Future of Search Is Already Here This isn't some far-off trend. People are already using AI to find products, services, and recommendations. If you wait another year to adapt, you'll be playing catch-up. The good news? It's not rocket science. With a few smart changes, you can make sure your business is visible today and tomorrow. So take a deep breath, start with structured data, and write content that answers real questions. Your future customers are already asking.