AI Search

How to Optimize Your Business for AI Search in 2025

Candice Schear | October 13, 2025

A complete guide to getting cited by ChatGPT, Claude, and Perplexity

Introduction

The way customers find businesses is changing dramatically.

Over 200 million people use ChatGPT every week. Instead of Googling "best plumber near me" and clicking through ten blue links, they're asking AI for recommendations—and getting instant answers.

When someone asks ChatGPT, Claude, or Perplexity for a business recommendation, only a handful of companies get mentioned. If you're not one of them, you're invisible to a massive and growing audience.

The problem? Traditional SEO strategies don't work for AI search. Directories like Yelp and Google Business Profile were built for humans clicking links, not AI engines parsing structured data.

In this guide, you'll learn exactly how to optimize your business for AI search—so you show up when customers ask AI for recommendations in your category.

What is AI Search?

AI search refers to how people use large language models (LLMs) like ChatGPT, Claude, Perplexity, and Google's AI Overviews to find information.

Traditional search (Google):

User types query: "plumbers in austin"
Gets 10 blue links
Clicks through to compare options
Makes decision based on reviews, websites, etc.

AI search (ChatGPT):

User asks: "Who's the best licensed plumber in Austin that can come today?"
Gets direct answer with 2-3 specific recommendations
AI synthesizes information from multiple sources
User contacts business directly (no clicking through links)

The key difference: AI search is answer-based, not link-based. Users don't browse—they get recommendations and act on them immediately.

Why Traditional SEO Doesn't Work for AI Search

Traditional SEO focuses on:

Keywords in titles and headings - Helps Google rank your page
Backlinks from other sites - Shows authority and trust
Click-through rates - Indicates relevance to searchers
Page load speed - Improves user experience
Mobile responsiveness - Critical for rankings

These still matter, but AI search engines need something different.

AI search requires:

Structured data (schema.org markup) - Machine-readable information
Conversational content format - Answers natural language questions
Factual, comprehensive information - No fluff or keyword stuffing
Real-time data - Current hours, pricing, availability
Clear entity relationships - How your business connects to locations, services, categories

Example:

Google sees this:

<h1>Joe's Plumbing - Austin TX</h1>
<p>We're the best plumbers in Austin with great reviews!</p>

ChatGPT needs this:

{
  "@type": "LocalBusiness",
  "name": "Joe's Plumbing",
  "address": {
    "addressLocality": "Austin",
    "addressRegion": "TX"
  },
  "priceRange": "$89 service call, $125/hour",
  "telephone": "+1-512-555-0100",
  "openingHours": "Mo-Su 00:00-24:00",
  "serviceType": ["Emergency plumbing", "Water heater repair", "Drain cleaning"]
}

AI engines can't interpret marketing language like "best plumbers" or "great reviews." They need structured, factual data they can parse and cite with confidence.

How AI Decides What to Cite

When someone asks ChatGPT for a business recommendation, the AI considers:

1. Comprehensiveness

Does the source have complete information?
Are all relevant details provided?
Is it the most thorough option available?

2. Structure

Is data machine-readable (schema markup)?
Is content organized logically?
Can AI easily extract specific facts?

3. Recency

Is information up-to-date?
When was it last updated?
Is there a timestamp?

4. Authority

Is the source trustworthy?
Do other credible sites cite it?
Are there verification signals?

5. Relevance

Does it directly answer the query?
Is it specific to the location/service requested?
Does it match user intent?

Your goal: Score highly on all five factors.

Step 1: Implement Schema.org Markup

Schema markup is structured data that helps AI engines understand your business information.

What is Schema Markup?

Schema.org is a standardized vocabulary for describing entities on the web. Think of it as "tags" that label your content for machines.

Without schema:

Call us at 512-555-0100

With schema:

"telephone": "+1-512-555-0100"

AI engines can instantly recognize the second format as a phone number, while the first requires interpretation.

Essential Schema Types for Local Businesses:

LocalBusiness Schema:

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Your Business Name",
  "image": "https://yourbusiness.com/logo.jpg",
  "description": "Licensed plumber serving Austin with 24/7 emergency service",
  "@id": "https://yourbusiness.com",
  "url": "https://yourbusiness.com",
  "telephone": "+1-512-555-0100",
  "priceRange": "$89-$200",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main St",
    "addressLocality": "Austin",
    "addressRegion": "TX",
    "postalCode": "78701",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 30.2672,
    "longitude": -97.7431
  },
  "openingHoursSpecification": {
    "@type": "OpeningHoursSpecification",
    "dayOfWeek": [
      "Monday",
      "Tuesday",
      "Wednesday",
      "Thursday",
      "Friday",
      "Saturday",
      "Sunday"
    ],
    "opens": "00:00",
    "closes": "23:59"
  },
  "sameAs": [
    "https://facebook.com/yourbusiness",
    "https://instagram.com/yourbusiness"
  ]
}

Where to add this: In the <head> section of your website, wrapped in <script type="application/ld+json"> tags.

Additional Schema Types:

Service Schema (for specific services):

{
  "@type": "Service",
  "serviceType": "Emergency Plumbing",
  "provider": {
    "@type": "LocalBusiness",
    "name": "Your Business"
  },
  "areaServed": {
    "@type": "City",
    "name": "Austin"
  },
  "hasOfferCatalog": {
    "@type": "OfferCatalog",
    "name": "Plumbing Services",
    "itemListElement": [
      {
        "@type": "Offer",
        "itemOffered": {
          "@type": "Service",
          "name": "Water Heater Installation"
        }
      },
      {
        "@type": "Offer",
        "itemOffered": {
          "@type": "Service",
          "name": "Drain Cleaning"
        }
      }
    ]
  }
}

FAQ Schema (for common questions):

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "Do you offer emergency plumbing services?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes, we offer 24/7 emergency plumbing services in Austin, Texas. Call us anytime at 512-555-0100."
      }
    },
    {
      "@type": "Question",
      "name": "How much does a service call cost?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Our standard service call is $89, which is waived if we perform the work. Hourly labor is $125/hour."
      }
    }
  ]
}

Review/Rating Schema:

{
  "@type": "LocalBusiness",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "127"
  }
}

How to Implement Schema:

Option 1: Manual (if you control your website)

Go to schema.org and find relevant types
Copy the JSON-LD format
Customize with your business information
Add to your website's <head> section
Validate with Google's Rich Results Test

Option 2: WordPress Plugins

Rank Math
Yoast SEO Premium
Schema Pro

Option 3: Use a Service

Google's Structured Data Markup Helper
Schema.org generators
Gemdex (we automate this for you)

Test Your Schema:

After implementing:

Go to Google's Rich Results Test: https://search.google.com/test/rich-results
Enter your URL
Check for errors
Fix any issues
Resubmit your sitemap to Google

Step 2: Create Conversational Content

AI search engines respond to natural language queries. Your content needs to match how people actually ask questions.

Traditional SEO Content:

Plumbing Services in Austin

Joe's Plumbing offers professional plumbing services 
in Austin, TX. We are the best plumbers with competitive 
rates and excellent customer service.

This is keyword-optimized for Google, but unhelpful for AI.

AI-Optimized Content:

Emergency Plumber in Austin, TX - Joe's Plumbing

Available 24/7 for Plumbing Emergencies

Services:
- Water heater repair and installation
- Drain cleaning and unclogging
- Leak detection and pipe repair
- Emergency plumbing (24/7)
- Bathroom and kitchen plumbing

Service Area: Austin, Round Rock, Cedar Park, Pflugerville

Pricing:
- $89 service call (waived if work is performed)
- $125/hour standard labor
- $175/hour emergency (nights/weekends)
- 10% senior citizen discount

Hours: Open 24 hours, 7 days a week

Licensed & Insured: TX Master Plumber License #M-12345

Common Questions:

Q: Do you offer same-day service?
A: Yes, we typically arrive within 2 hours for emergency calls.

Q: What payment methods do you accept?
A: We accept cash, credit cards (Visa, Mastercard, Amex), and checks.

Q: Are you licensed and insured?
A: Yes, we hold Texas Master Plumber License #M-12345 and carry full liability insurance.

Why this works for AI:

Answers specific questions directly
Provides concrete facts (prices, hours, license numbers)
Uses natural language ("Do you offer same-day service?")
Organized in scannable format
No marketing fluff, just useful information

Content Structure Best Practices:

Use H2/H3 headings that match questions:

"How much does plumbing cost in Austin?"
"What areas do you serve?"
"Do you offer emergency services?"

Provide complete answers:

Don't say "Contact us for pricing"
Give actual numbers: "$89 service call"
Be specific: "We serve Austin, Round Rock, and Cedar Park"

Add FAQ sections:

Address 10-15 common questions
Keep answers to 2-3 sentences
Use first-person ("We offer...")

Update regularly:

Add "Last updated: [date]" to pages
Refresh content quarterly
Show AI engines your information is current

Step 3: Optimize for Local Search

Most AI searches for businesses include location. Make sure your local signals are strong.

Essential Local SEO Elements:

1. Consistent NAP (Name, Address, Phone)

Your business name, address, and phone number must be identical everywhere:

Your website
Google Business Profile
Yelp
Facebook
Every directory listing

Even small variations hurt:

❌ "Joe's Plumbing" vs "Joe's Plumbing LLC"
❌ "123 Main St" vs "123 Main Street"
❌ "(512) 555-0100" vs "512-555-0100"

2. Google Business Profile

Claim and optimize your Google Business Profile (formerly Google My Business):

Complete all fields (description, hours, services)
Add high-quality photos (10+ images)
Post weekly updates
Respond to all reviews
Use Q&A section
Add service areas
List accepted payment methods

3. Location Pages

If you serve multiple cities, create separate pages for each:

yourbusiness.com/austin
yourbusiness.com/round-rock
yourbusiness.com/cedar-park

Each page should have:

City-specific content
Local landmarks/neighborhoods mentioned
Embedded Google Map
Local phone number (if different)
Service area schema markup

4. Citations & Directory Listings

Get listed on major directories:

Gemdex
Yelp
Yellow Pages
BBB (Better Business Bureau)
Industry-specific directories (e.g., HomeAdvisor for contractors)
Chamber of Commerce
Local business associations

Keep NAP consistent across all listings.

Step 4: Build Authority Signals

AI engines trust sources that other credible sites trust.

How to Build AI-Recognizable Authority:

1. Get Reviews

Reviews signal trust. Focus on:

Google reviews (most important)
Yelp reviews
Facebook recommendations
Industry-specific review sites

Pro tip: Respond to every review (positive and negative). This shows AI engines you're engaged and active.

2. Earn Media Mentions

Get mentioned by authoritative sources:

Local news websites
Industry publications
Chamber of Commerce announcements
Local blogs/influencers

Each mention is a signal to AI that you're a legitimate, noteworthy business.

3. Professional Associations

Join and get listed in:

Better Business Bureau
Professional trade organizations
Industry associations
Local chambers of commerce

Add these credentials to your website with schema markup:

"hasCredential": {
  "@type": "EducationalOccupationalCredential",
  "credentialCategory": "BBB Accredited",
  "description": "A+ Rating with Better Business Bureau"
}

4. Link Building

Get backlinks from:

Local news sites (via press releases)
Industry blogs (via guest posts)
Partner websites (via collaborations)
Supplier/vendor websites

Quality over quantity. One link from a trusted local news site beats 100 links from low-quality directories.

Step 5: Keep Information Fresh

AI engines prioritize recent, up-to-date information.

What to Update Regularly:

Weekly:

Google Business Profile posts
Social media updates
Blog posts

Monthly:

Service descriptions
Pricing (if changed)
Team bios
Photos

Quarterly:

All webpage content
FAQs
Testimonials/reviews showcase
Service offerings

Annually:

Complete website review
Revalidate schema markup
Refresh all images
Update copyright year

Add Timestamps:

Tell AI engines when content was last updated:

<p>Last updated: October 13, 2025</p>

Or use schema:

"dateModified": "2025-10-13"

Step 6: Monitor Your AI Visibility

You can't improve what you don't measure.

How to Check if AI is Citing You:

Manual Testing:

Ask ChatGPT, Claude, and Perplexity questions like:

"Best [your service] in [your city]"
"Who should I hire for [service] in [city]?"
"[Service] near me in [city]"
"Top-rated [service] in [city]"

Take note of:

Are you mentioned?
In what position (1st, 2nd, 3rd)?
What information is cited?
Are details accurate?

Track Over Time:

Test the same queries monthly:

Week 1: Test 20 relevant queries
Week 5: Retest the same 20 queries
Compare: Did your mentions increase?

Tools for AI Visibility Tracking:

Gemdex (shameless plug): We track your visibility across ChatGPT, Claude, and Perplexity automatically. You get:

Citation frequency (how often you're mentioned)
Position tracking (where you rank)
Sentiment analysis (how you're described)
Competitor benchmarking

DIY AI Visibility Tracking:

Create a spreadsheet:

Column A: Query
Column B: Date tested
Column C: Mentioned? (Yes/No)
Column D: Position (1st, 2nd, 3rd, not mentioned)
Column E: Details cited

Test monthly and track changes.

Step 7: Optimize for Voice Search

Many AI searches happen via voice (Siri, Alexa, Google Assistant).

Voice Search Optimization:

Use natural, conversational language:

❌ "Plumber Austin TX services"
✅ "Who's a good plumber in Austin?"

Answer complete questions:

❌ "Services: Plumbing, repairs, installations"
✅ "We offer plumbing repairs, installations, and emergency services in Austin, Texas."

Focus on long-tail, question-based queries:

"How much does it cost to fix a leaky faucet?"
"What plumber in Austin is open on Sunday?"
"Who does emergency plumbing in Round Rock?"

Optimize for "near me" searches:

Include your city/neighborhood throughout content
Use location schema markup
Mention nearby landmarks

Common Mistakes to Avoid

1. Keyword Stuffing

Don't do this:

Austin plumber | plumbers in Austin | Austin TX plumbing | 
best plumber Austin | emergency plumber Austin | 
plumbing services Austin

AI engines see through this. Write naturally for humans.

2. Hiding Information

Don't do this:

"Call for pricing"
"Contact us for hours"
"Click here for details"

AI can't cite vague information. Be specific:

"$89 service call"
"Open 24/7"
"Serving Austin, Round Rock, Cedar Park"

3. Outdated Content

Don't do this:

Copyright 2019
"Updated: January 2021"
Pricing from 3 years ago

AI engines deprioritize stale content.

4. No Schema Markup

Without schema, AI engines have to guess what your content means. Don't make them guess—use structured data.

5. Inconsistent Information

If your website says one thing, Google says another, and Yelp says a third, AI engines won't trust any of it.

Make sure NAP (name, address, phone number) is identical everywhere.

Industry-Specific Tips

For Home Services (Plumbers, Electricians, HVAC):

Emphasize licensing and insurance
List service areas clearly
Provide transparent pricing
Highlight emergency availability
Include photos of completed work

For Professional Services (Lawyers, Accountants, Consultants):

Showcase credentials and certifications
Define practice areas specifically
Answer common legal/financial questions
Include case results (if allowed)
Add client testimonials

For Healthcare (Dentists, Chiropractors, Therapists):

List insurance accepted
Provide office hours
Describe services offered
Include doctor bios and credentials
Add patient reviews

For Restaurants:

Include full menu with prices
List dietary options (vegan, gluten-free, etc.)
Show hours for dine-in, takeout, delivery
Add reservation information
Include parking details

For Retail:

List product categories
Show inventory availability
Provide store hours
Include return/exchange policy
Add payment methods accepted

The Future of AI Search

AI search is evolving rapidly. Here's what's coming:

ChatGPT Instant Booking (2026)

OpenAI is working towards booking functionality directly in ChatGPT:

User asks: "Book me a plumber for tomorrow at 2pm"
ChatGPT shows available plumbers
User books instantly without leaving the chat

Businesses with optimized, structured data will appear in these results. Those without won't.

AI-Powered Commerce

AI engines will soon handle transactions:

Product purchases
Service bookings
Reservation confirmations
Payment processing

This isn't hypothetical—OpenAI Instant Checkout already launched in October 2025 for e-commerce.

Personalized Recommendations

AI will remember user preferences:

"Find me a plumber like the one I used last time"
"Show me restaurants similar to my favorites"
"Book my regular haircut appointment"

Businesses in AI-native directories will benefit from this personalization.

Tools and Resources

Schema Markup:

Schema.org (official documentation)
Google's Structured Data Markup Helper
Schema.org validator
Gemdex (automated schema generation)

Testing:

Google Rich Results Test
Schema.org validator
Bing Webmaster Tools

Local SEO:

Google Business Profile
Moz Local
Yext
BrightLocal

AI Visibility Tracking:

Gemdex (tracks ChatGPT, Claude, Perplexity citations)
Manual testing (free but time-consuming)

Conclusion

AI search isn't replacing traditional search—it's adding a new layer where businesses can be discovered.

The businesses that optimize now will have a massive advantage when ChatGPT Instant Booking launches and AI-driven commerce becomes mainstream.

Action steps to take today:

✅ Add LocalBusiness schema to your website
✅ Create FAQ content in conversational format
✅ Claim and optimize your Google Business Profile
✅ Ensure NAP is consistent across all listings
✅ Test if ChatGPT mentions your business
✅ Update your content with fresh information

The shift is happening now. By optimizing for AI search today, you'll be positioned to win when AI-driven commerce becomes the norm in 2026 and beyond.

Get Help with AI Search Optimization

Want to skip the manual work and get optimized automatically?

Gemdex is the first AI-native business directory. We handle:

Schema markup generation
Conversational content optimization
Real-time data updates
Citation tracking across ChatGPT, Claude, and Perplexity
Competitive benchmarking

Join our early access waitlist (limited to first 500 businesses):

6 months free Premium ($1,200 value)
Founder badge on your profile
Lock in $99/mo pricing forever
Priority placement in AI search results

→ Join Gemdex Waitlist

Keep reading

Founder's Notes

How to Optimize Your Business for AI Search in 2025

A complete guide to getting cited by ChatGPT, Claude, and Perplexity

Introduction

What is AI Search?

Why Traditional SEO Doesn't Work for AI Search

How AI Decides What to Cite

Step 1: Implement Schema.org Markup

What is Schema Markup?

Essential Schema Types for Local Businesses:

Additional Schema Types:

Service Schema (for specific services):

FAQ Schema (for common questions):

Review/Rating Schema:

How to Implement Schema:

Test Your Schema:

Step 2: Create Conversational Content

Traditional SEO Content:

AI-Optimized Content:

Content Structure Best Practices:

Step 3: Optimize for Local Search

Essential Local SEO Elements:

Step 4: Build Authority Signals

How to Build AI-Recognizable Authority:

Step 5: Keep Information Fresh

What to Update Regularly:

Add Timestamps:

Step 6: Monitor Your AI Visibility

How to Check if AI is Citing You:

Tools for AI Visibility Tracking:

Step 7: Optimize for Voice Search

Voice Search Optimization:

Common Mistakes to Avoid

1. Keyword Stuffing

2. Hiding Information

3. Outdated Content

4. No Schema Markup

5. Inconsistent Information

Industry-Specific Tips

For Home Services (Plumbers, Electricians, HVAC):

For Professional Services (Lawyers, Accountants, Consultants):

For Healthcare (Dentists, Chiropractors, Therapists):

For Restaurants:

For Retail:

The Future of AI Search

ChatGPT Instant Booking (2026)

AI-Powered Commerce

Personalized Recommendations

Tools and Resources

Schema Markup:

Testing:

Local SEO:

AI Visibility Tracking:

Conclusion

Get Help with AI Search Optimization

Share this post

Keep reading

The AI Search Manifesto: Why Small Businesses Can't Be Left Behind