Getting found with AI search is becoming more and more important for businesses that want to stay visible online. Google is still king, but search behaviour is changing at speed thanks to the rise of AI tools like ChatGPT, Perplexity and Claude.
You have probably noticed that people search differently now. Instead of short keywords they type out whole questions. They do not expect a list of links, they expect concrete answers. And they do not only search through Google, but also through AI chatbots that keep getting smarter.
As a business owner you cannot ignore this. Do you want potential customers to find your company? Then you need to understand how AI search works and how to respond to it.
How does AI search actually work?
AI search is fundamentally different from traditional search engines. Google shows you a list of websites you have to click through. AI tools like ChatGPT give you an answer straight away and name the sources alongside it.
This is what happens when you ask an AI tool a question:
The AI understands your question, context included. It makes no difference whether you ask "What makes a good SEO consultant?" or "I am looking for someone who can make my website easier to find in Google".
Your question gets turned into search terms the AI understands. It then pulls live information from the internet, usually through Bing.
The model scans various websites and picks the most relevant information. That does not happen at random: there is a smart selection behind it, based on authority, relevance and usefulness.
You get a summarised answer with the sources credited. If all goes well, your website is one of them.
Why AI search matters for your business
The figures speak for themselves. Cloudflare reported that traffic to AI tools rose by 251% in a single year. Adobe Analytics even sees a 1200% increase in AI traffic to retail websites.
But it goes further than figures alone. Search behaviour itself is changing. People ask longer, more specific questions. They look for advice instead of just information.
Think about yourself for a moment. You used to search for "marketing agency Amsterdam. Now you ask ChatGPT: "Which marketing agency in Amsterdam can help me with AI implementation for my e-commerce business?"
That last question gives far more context. And AI tools are very good at exactly that: understanding context and intent.
Which businesses benefit most?
Not every business has the same chance of appearing in AI search results. Research shows that these categories in particular get mentioned often:
B2B service providers such as consultants, software companies and advisory firms. Their content tends to be substantive and advice-driven, exactly what AI tools are looking for.
Specialist services in the B2C market. Think of specialised webshops, technical service providers or health experts.
Local businesses that solve concrete problems. "Which company can insulate my crawl space in Utrecht?" That kind of question is coming up more and more often.
7 concrete steps to get found with AI search
Enough theory. Here are the steps you can take today to become easier to find in AI tools:
1. Start with a solid SEO foundation
Many AI tools use Bing as the basis for their search results. Without decent SEO you will not even show up. Check whether your website is properly indexed, technically sound and has enough authority.
Use Bing Webmaster Tools to check that your site is being crawled properly. Make sure you have an XML sitemap and structured data. Build backlinks from relevant, trustworthy websites.
2. Write extremely specific content
AI tools do not match on keywords, they match on context and intent. So your content has to be laser-focused on the exact questions your audience asks.
Instead of "We offer web design services" you write: "We help smaller businesses in Amsterdam that need a new website to generate more leads online".
Use the literal questions your customers would ask. Name the audience, the situation and your speciality explicitly in your content.
3. Make your content AI friendly
AI tools scan content differently from people. They look for bite-sized chunks of information they can quote directly.
Use short paragraphs (4 lines at most), clear subheadings and lists. Write in natural language, the way people actually talk. Make sure every paragraph makes sense on its own.
4. Answer concrete questions
Build an FAQ section with the real questions your customers ask. Give direct, practical answers without any padding.
For example: "How much does it cost to make my website SEO friendly?" followed by a clear answer with a price indication and what is involved.
5. Use structured data
Schema markup helps AI tools understand your content better. Implement FAQ schema, product schema or how-to schema where relevant.
There are WordPress plugins for this. It takes little effort but it can make a big difference to how AI interprets your content.
6. Build authority beyond your own website
Like Google, AI relies on external signals. Get mentioned in guest blogs, interviews, podcasts or industry round-ups. Get yourself listed in directories such as Clutch or Sortlist.
Ask happy customers for reviews on Google My Business and other relevant platforms. AI tools treat this as proof that you are trustworthy.
7. Monitor and measure your results
Check regularly whether your company is already being mentioned in AI tools. Ask the questions your audience would ask and see whether you are among the sources.
In Google Analytics you can track traffic from ChatGPT and other AI tools. Go to User Acquisition > First user source and search for "ChatGPT".
The difference between AI search and traditional SEO
Traditional SEO is about keywords and rankings. AI search is about context and value. Where you can still compete on technique in Google, AI mostly rewards genuine expertise.
That means a shift from "optimising for the machine" to "optimising for the human". AI forces you to make content that is truly useful, not content that merely ranks well.
What does and does not work in AI search
What works:
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Natural, conversational language
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Direct answers to specific questions
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Current, well-supported information
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Structured data and schema markup
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External mentions and reviews
What does not work:
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Keyword stuffing and SEO tricks
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Shallow, generic content
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Outdated information
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Technical jargon without explanation
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Purely promotional copy
The future of search
AI search is still in its infancy, but it is growing fast. Google is rolling out AI Overviews, OpenAI has launched ChatGPT Search, and new tools keep appearing.
For businesses this means that responding to the trend early gives you a competitive edge. Anyone who starts optimising for AI search now will have a head start on the competition later on.
The nice part is that many of these optimisations improve your traditional SEO as well. You do not have to choose between Google and AI: you can serve both with the same strategy.
What can you do today?
Start small, but do start. Pick one page on your website and optimise it using the steps above. Test whether you are already being mentioned in AI tools by asking relevant questions.
Rewrite an existing page into a question and answer structure. Add structured data to your most important content. Submit your sitemap to Bing Webmaster Tools.
The companies that start getting found with AI search now are laying the foundation for their online visibility in the years ahead. Because one thing is certain: AI is not going to disappear from the search landscape.
Frequently asked questions about getting found with AI search
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How long does it take before I am visible in AI search results?
That depends on various factors, such as your current authority and the quality of your content. With new content you can see results within a few weeks, but strong visibility in AI tools usually takes 2-6 months. Building authority and external mentions takes the most time.
Does traditional SEO still work as AI search becomes more important?
Yes, traditional SEO stays important because many AI tools such as ChatGPT use Bing as the basis for their search results. Without a solid SEO foundation you will not even show up in AI tools. The difference is that you now also have to optimise for context and natural language, not just for keywords.
Which AI tools are the most important to focus on?
ChatGPT is currently the most important one because of its large user base, followed by Perplexity and Claude. Google's AI Overviews are becoming more relevant too. Focus on ChatGPT and Perplexity first, because those are used most often for business-related questions.
Can I pay to rank higher in AI search results?
No, at the moment you cannot pay for higher positions in AI search results the way you can with Google Ads. AI tools select sources purely on relevance, authority and content quality. That actually gives smaller companies a fair chance to compete with the big players.
How do I know whether my website is already being found by AI search?
Test it by asking ChatGPT, Perplexity or Claude relevant questions about your field. See whether your website gets named as a source. In Google Analytics you can also track traffic from AI tools through User Acquisition > First user source and searching for 'ChatGPT' or 'Perplexity'.
