How to Show Up in AI Search
How to Get Found in AI Search Engines Like ChatGPT, Perplexity and Google Gemini
AI Search Has Arrived
Remember when we used to Google everything? It's wild how fast that habit is changing. More and more people are turning to AI tools like ChatGPT, Perplexity, Gemini, and Copilot to get instant, helpful answers—without ever clicking through to a website. Some are even using newer tools like You.com and Claude to dig deeper, summarize content, or just explore ideas.
This shift is already changing how your customers find products, research services, and make buying decisions. And while big companies are rushing to keep up, smaller businesses are often left asking:
How do we show up in these new AI-driven search experiences?
The good news? You don’t need a massive budget or an in-depth SEO audit (although understanding what keywords are most valuable for you will help). You just need to understand how these tools work—and create the kind of content they’re looking for.
In this post, I’ll break it down in simple terms and give you some practical tips you can use to start showing up in AI search—starting today.
What Are AI Search Engines—and Why Should You Care?
AI search engines are tools that use artificial intelligence to understand what people are asking and respond in plain, helpful language. Instead of giving you a list of links like Google always has, these tools summarize what they find and deliver a direct answer.
Say you’re wondering what CRM software to use for a small business. You might ask ChatGPT or Perplexity, “What’s a good CRM for a business with under 10 employees?”—and it’ll give you an instant, summarized answer without you needing to click around.
These tools are changing the game:
They favor clear, helpful content over keyword-heavy fluff.
They pull from trusted, high-quality websites—especially blog posts, FAQs, and explainer articles.
They’re already shaping how people make decisions, especially for B2B and service-based businesses.
If you're a small business, this can be a big advantage. You don’t need to outrank the giants—you just need to clearly answer the kinds of questions your ideal customers are already asking.
Next up, let’s break down how these AI tools actually discover your content—and what makes them choose one page over another.
How AI Search Engines Find and Surface Content
Here’s the deal: AI search engines aren’t just scanning for keywords. They’re looking for content that’s genuinely useful, clearly written, and easy to pull into a quick answer.
Here’s what tends to catch their eye:
Clear structure: Think headlines, bullet points, short paragraphs—the kind of stuff that’s easy to scan.
Natural language: Write the way your customers talk. Skip the jargon and keep it real.
Direct answers: If someone asks, “How do I fix this?”—answer it right away. Don’t bury it three paragraphs down.
Credibility: If your site shows signs of trust—like testimonials, helpful content, and consistent branding—you’re more likely to be referenced.
Freshness: Updated content usually performs better. If your info is two years old, AI tools might pass you over.
What is a SERP Feature?
SERP stands for Search Engine Results Page—the page you see after typing a query into a search engine like Google.
Google often places SERP Features at the very top of the results page—above even the first organic link. This spot is sometimes called “Position Zero,” and showing up there can dramatically increase visibility and click-through rates for your business.
A SERP Feature is any part of the search page that isn’t a regular blue link—like featured snippets, knowledge panels, FAQs, or the “People also ask” box. These are increasingly powered by AI and are great opportunities to get noticed. If your content is clear and helpful, there’s a solid chance it could be pulled into one of these spots.
Unlike traditional search engines, ChatGPT doesn’t display a list of ranked search results. Instead, it synthesizes and explains answers in a conversational format—often pulling from high-quality, easy-to-understand content found across the web. That means your content must not only be accurate but also clear, scannable, and written in natural language to stand a chance of being referenced.
And that’s the key here: think of your website like a source AI might quote. The more helpful and structured your content is, the better your odds of showing up.
How to Create Content That AI Wants to Share
Now that you know how AI tools evaluate your content, let’s talk about what you can actually do to show up more often. The good news? You don’t need a full content team—just a few smart moves can make a big difference.
1. Write Like People Talk
Use a conversational tone. Think about how your customers would ask something out loud—and then write your content to match. It’s not about dumbing things down, it’s about sounding human.
Example: Instead of saying, “Our software streamlines operational efficiencies,” try something like:
“Need to save time on scheduling and paperwork? Our software helps you do that in just a few clicks.”
Real-World Example: SERP Feature placement for “Industrial Equipment Optimization”
I've had the pleasure of working with Crow Engineering to help the team optimize their website for industrial engineering terms that relate to their offers. We took the approach of creating content that we knew would perform well on traditional search engines, like Google. We then summarized this content to answer questions that AI Search would like. At the time of this writing, Crow Engineering appears at Position Zero in Google's AI Overview for "industrial equipment optimization."
Crow was able to secure this spot that leads here. You'll see that the content is:
Written in plain, helpful language.
Uses real-world examples.
Organized clearly with subheadings and lists.
Answers the exact question in the title right away.
2. Create Content That Answers Specific Questions
People turn to AI tools because they want fast, useful answers to specific questions. So, if you want to show up in those answers, your content should be built around those questions—literally.
That means writing blog posts, service pages, and FAQ sections that mirror how real people talk and ask things. Think titles like:
"What’s the best way to choose a project management tool for a small team?"
"How much does a fractional CMO cost?"
"When should I hire outside help for marketing?"
The more specific and relevant the question, the more likely AI tools will see your content as a match.
You can find these questions in places like:
Google’s “People Also Ask” section
Forums like Reddit or Quora
Your own sales or support conversations
Tools like AnswerThePublic, AlsoAsked, or even ChatGPT itself
Pro tip: Build a FAQ section, but go deeper than the basics. Write standalone pages or blog posts for high-value questions, and make sure the answer comes right at the top of the page.
The goal? Make your content so clear and targeted that AI search engines say, “Yep, this is exactly what the user needs.”
3. Optimize Your FAQs
FAQs are like candy for AI tools. They’re simple, structured, and ready-made for answering common questions directly—exactly the kind of content AI models love to pull from.
Here’s how to make your FAQ section work harder for you:
Use real questions your customers actually ask. Not just generic ones. Pull them from sales calls, customer emails, or support tickets.
Give clear, concise answers. Keep them tight and useful—aim for 2–4 sentences max.
Use proper formatting. Make each question a heading (like an H3) and follow it with the answer. That makes it easier for both people and AI tools to scan.
Link out to more detailed content. If a question deserves a deep dive, answer it briefly in the FAQ and link to a full post or service page.
Don’t treat FAQs like an afterthought—they’re often the first place AI search engines go when looking for a direct answer to someone’s query.
4. Build Trust Through Clarity
AI tools are more likely to surface your content when they can tell you’re a credible, trustworthy source. And in today’s search landscape, that doesn’t mean sounding overly polished—it means being clear, real, and helpful.
Here’s how to build trust through clarity:
Say what you do—plainly. Visitors (and AI) shouldn’t have to decode your value prop. If you help small businesses automate their reporting, say that. Clearly.
Keep your branding consistent. From tone to visuals to messaging, a coherent brand shows professionalism and builds recognition.
Show proof. Case studies, testimonials, and real-world results go a long way toward establishing authority—especially in B2B.
Be current. Make sure your website doesn’t feel like it was last updated in 2019. Even small updates show you’re active and relevant.
Use approachable language. You don’t need buzzwords to sound credible. In fact, the simpler and more transparent your copy, the more likely both readers and AI tools will trust it.
Bottom line: if your content sounds honest, polished, and current—it’ll earn both clicks and citations.
5. Keep It Fresh
Content that’s up-to-date is more likely to get picked up by AI search tools. Stale information doesn’t inspire confidence—and AI models are trained to spot outdated or irrelevant pages.
Make it a habit to revisit your website content every few months. Even a quick update—a stat refresh, a new example, or a better headline—can signal that your site is current and active.
And here’s the thing: results won’t happen overnight. But if you keep at it, and update your site on a regular cadence with AI search in mind, you’ll start to see momentum build. Little by little, that’s how you grow organic traffic and authority.
Freshness shows that you’re still in the game—and that’s exactly what both search engines and your potential customers want to see.
What You Don’t Need (Yet)
By now you might be thinking, “This sounds great—but do I need to overhaul everything?” Nope. You don’t need to blow up your website, hire a marketing team, or spend a fortune to get started. Here’s a reality check on a few things you can ease up on:
Complex SEO audits: While traditional SEO still matters, you don’t need to stress over every keyword or backlink. That said, keep in mind that most of your organic traffic is still coming from Google, so optimizing for the right keywords is still important.
Massive ad budgets: AI search is all about helpful, organic content. Focus on being useful, not flashy. But yes, paid ads are still the fastest way to get to the top of Google results. Use them wisely when it makes sense.
Fancy website redesigns: Don’t worry about flashy animations or overdesign. Just make sure your site is clear, easy to navigate, and leads people toward taking action. And remember—when someone lands on your site from AI search, you need a smart visitor journey that turns interest into action.
Chasing viral content: You don’t need to go viral. You need to be visible to the right people at the right time. That’s where someone like me can help—by helping you focus on content that actually moves the needle.
You don’t have to be everywhere. You just need to be useful—and intentional.
You’ve Got Something Great to Offer … Make Sure People Find It
AI search isn’t a futuristic maybe—it’s already here, and it's changing how people discover businesses like yours. The exciting part? You don’t need a giant team or big marketing budget to get in the game. You just need to show up where it counts—with clear, helpful content that actually answers your customers' questions.
That’s what I help businesses do every day. If you’re not sure where to start—or want to find out if your current content is showing up in AI tools—I’d be happy to take a look.
Let’s run a quick, free AI audit together. No pressure. Just insights you can use.
When the time is right, reach out. I’m a data-driven fractional CMO focused on sales enablement, growth marketing, and go-to-market activations. I focus on all of the elments of the modern marketing stack including AI, Web Development, Content Development, Email Success, Social Automation, SEO, CRM Optimization, and Analytics.