Being discovered online is much more than just appearing on Google. It’s about showing up in the correct context, as customers turn to new search tools like ChatGPT, Gemini, and more. This is the ultimate mid-2020s challenge and opportunity for growing businesses.
Search is getting smarter and more conversational. Your online presence must keep up. Here are five things to do:
1. Optimize for AI Search and Visibility
Search tools today understand natural language questions like “What’s the best landscaping company near me that installs eco-friendly patios?”—and they expect your site to answer accordingly. How?
• Use clear, customer-friendly language across your website and on any online platform where you post company information.
• Add structured data (like services, products, reviews, and location) so AI can understand what you offer.
• Create FAQ pages that mirror the kinds of questions your customers ask.
• Audit your site for solid meta titles, descriptions, and long-tail keywords. Meta titles are HTML elements that define the title of a webpage (e.g., 10 Easy Pasta Recipes for Beginners). Long-tail keywords are longer keyword phrases that might be used for something like voice search (e.g., Easy Vegetarian Pasta Recipe for Beginners).
2. Strengthen Your Online Presence Across Platforms
Your digital footprint extends beyond your website. Don’t let inconsistencies trip you up.
• Claim and optimize your Google Business Profile. This includes completing the profile, fully describing your business, and adding photos.
• Keep directories like Bing Places, Apple Maps, and industry-specific listings current.
• Ensure your name, address, and contact information (phone number and email address) are consistent everywhere.
• Explore relevant marketplaces—Amazon, Etsy, and Houzz—and build listings where it makes sense.
3. Collect and Leverage Customer Reviews
Today’s customers trust online reviews as much as personal recommendations—and search engines do, too.
• Encourage satisfied customers to leave feedback on Google and other platforms.
• Respond to reviews in a timely manner with professionalism and authenticity.
• Highlight your best reviews on your website and social media. Good news should be shared!
4. Publish Helpful, AI-Friendly Content
You don’t need to publish every week, but when you do, make it count.
• Answer the questions your customers are typing (or speaking) into search engines.
• Create comparison guides (e.g., “Electric vs. Gas Mowers: Which is Right for You?”).
• Use internal links to guide readers (and search bots) to your most valuable content.
5. Improve Your Website
First impressions matter. Whether someone lands on your site from Google, ChatGPT, or a voice assistant, they should immediately know who you are, what you offer, and what makes you unique.
• Your site should be mobile-optimized and quick to load.
• Check that forms, buttons, and navigation work well on small screens.
• Use natural, conversational language to support voice search.
• Design with clarity: In five seconds or less, a visitor should know what you do and why they should care. And just like when you are online, if a visitor doesn’t find a path for what they need within those first few seconds, they will move to a different site, perhaps your competitor’s.
The bottom line: visibility today isn’t just about ranking—it’s about relevance, usability, and trust. AI-driven tools are reshaping how people find businesses. The fundamentals still matter—but the way you execute them needs to evolve.
Here’s a helpful AI Checklist to guide you on our Resources page.
