How to Show Up in AI Search Tools (ChatGPT, Perplexity, Gemini)
The way people search for answers is changing fast. It’s no longer just about typing a question into Google — now, millions of people are asking AI search tools like ChatGPT, Perplexity, and Gemini for recommendations.
Instead of a list of links, these tools provide direct answers. And if your business isn’t prepared, you could get left out. The good news? By following a few key steps, you can increase the chances of your company being included in AI-generated results.
What Is AI Discovery?
AI discovery is the process of making your business visible in AI-powered searches.
When someone asks ChatGPT: “What’s the best insurance agency in Louisiana?” or Perplexity: “How can I get more leads for my business?” — these tools pull from multiple online sources to create an answer.
Unlike Google, where your goal is to rank as a link, AI tools pull snippets of content. That means the way you structure your website, blogs, and FAQs directly impacts whether you show up.
How AI Search Tools Choose Sources
AI systems don’t pull answers randomly. They look for:
Clear, structured content → FAQs, Q&A sections, blog posts with strong headings.
Authority signals → websites that are consistent, trustworthy, and linked across the web.
Verified business listings → tools like Google Business Profiles feed AI local data.
Schema markup → structured data that machines can easily understand.
Example: If your website has a FAQ that answers, “How long does SEO take to work?” with a clear, direct response, AI tools are more likely to use your content when someone asks the same question.
Action Steps to Appear in AI Search
Here’s what every company should be doing right now:
Build a strong website
Make sure it’s fast, mobile-friendly, and full of helpful content.
Use keyword-rich headings (H2s, H3s) that match real customer questions.
Optimize your Google Business Profile
Keep it updated with accurate info, reviews, and photos.
AI often pulls local business info directly from Google.
Add FAQs across your site
AI loves question-and-answer formats.
Place 3–5 FAQs on each service page and one main FAQ page.
Publish blog posts that answer real questions
Think like your customers: “How does SEO work?” “What’s the cost of Google Ads?”
Each blog becomes content AI can reference.
Use schema markup (structured data)
This is like a language for search engines and AI.
It helps machines understand your content and pull it accurately.
Why This Matters for the Future of Leads
Traditional SEO is still important, but AI discovery is the next layer of visibility.
Businesses that adapt early will dominate in AI results.
Those that ignore it risk becoming invisible as more people rely on AI search instead of Google.
It’s not about choosing between SEO, ads, or AI — it’s about creating a system where your business can be found everywhere customers search.
Conclusion
So, how do you show up in AI search tools like ChatGPT, Perplexity, and Gemini?
The answer is simple: give AI the structured, trustworthy content it needs to reference.
That means:
A strong website
An optimized Google Business Profile
FAQs and blogs that answer real questions
Schema markup for machine readability
At Summit Leads, we don’t just build websites and run ads — we also prepare businesses for the future of search. That includes SEO, ads, and AI discovery.
Ready to make sure your business shows up in the next wave of search?
