How to Rank in ChatGPT and AI Search: A Small Business Guide
As a small business owner, you might have noticed fewer people clicking through to your website from Google. Tools like ChatGPT, Google’s AI answers, and Bing Chat are now answering many questions directly for users. In fact, ChatGPT reached 100 million users in just two months after its launch – faster than any platform in history. A recent study found that approximately one in ten internet users now begin their search with AI instead of a search engine. This shift means your potential customers could be getting answers from AI tools without ever visiting your site. The good news is you can adapt your SEO strategy so that your business becomes part of those AI-generated answers. This guide will walk you through practical, beginner-friendly steps to help your small business “rank” in ChatGPT and other AI-powered discovery tools.
Why AI-Powered Search Matters for Small Businesses
AI-powered discovery tools (like ChatGPT, Google’s Search Generative Experience, Bing’s AI chat, and others) use artificial intelligence to deliver single, curated answers to user questions, instead of the familiar list of blue links. For users, this means quick, no-fuss answers. For businesses, it means you want to be the source that these AI tools trust and cite in their answers. Major categories, such as finance, healthcare, and B2B tech, are already seeing ChatGPT become a preferred starting point for research. If your brand isn’t visible to these AI “answer engines,” you risk missing out on high-intent customers who bypass Google’s traditional search.
Why should a local or service-based business care? Imagine someone in your town asking ChatGPT, “Who is the best plumber near me?” or “What’s a good bakery for vegan cakes in [Your City]?” The AI will gather information from across the web and might provide a short list of recommendations or a single answer. If your business has strong online content and credibility, there’s a better chance the AI will mention you. Even better, traffic from AI answers tends to be more likely to convert into leads or sales when it does come your way. In short, AI search is another entry point for customers – one that’s growing rapidly – so it’s worth the effort to make sure your business is included.
Focus on Answering Questions (Not Just Keywords)
Traditional SEO often revolved around picking the right keywords. But AI-driven search is more about answering specific questions – often in a conversational way. This shift has sparked the idea of “Answer Engine Optimisation” (AEO) – where you optimise content to get cited by AI answers rather than just ranked by links. For a beginner, that means: think about the actual questions your customers ask, and make sure your content answers those clearly and directly.
Here’s how to get started:
Brainstorm real customer questions. Do a quick “question audit” of your business. What do people ask when they call or visit? For example, a local bakery might often hear “Do you offer gluten-free options?” – that’s a question you should answer on your website. If you’re a plumber, people might ask, “How quickly can you come in an emergency?” or “How much does a kitchen pipe repair cost?” List out the top questions in your customers’ minds. (Tip: You can also use tools like AnswerThePublic or type a keyword into Google and see the “People Also Ask” questions.)
Turn keywords into questions. If you have a list of keywords you’ve been targeting, reframe them as the full questions a person would ask. For instance, instead of focusing on the keyword “best accounting software Sydney,” shape it into “What is the best accounting software for small businesses in Sydney in 2025?” and then answer that question in your content. Long-tail, specific queries like these are exactly what many users type into ChatGPT or AI search, and they have more apparent intent (often indicating a person is closer to a decision).
Use an FAQ format on your site. An easy way to incorporate question-and-answer content is to add a small FAQ section on key pages (like your homepage or service pages). Each FAQ should pose a common question and give a concise answer. FAQs not only mirror how people naturally phrase queries, but they also signal to AI that your page covers multiple related questions. This breadth can help you get picked up for different variations of a query. For example, an accounting firm’s service page could include Q&As like “How do I choose the right accountant for my business?” – content like this makes it more likely that ChatGPT will provide your insight if someone asks a similar question.
Remember, Google’s own AI results favour content that directly answers questions. Websites with content optimised to be concise, accurate, and directly responsive to queries are poised to dominate these new answer boxes. So, start by making a list of questions and ensure your site has the answers.
Create AI-Friendly Content (Structure is Key)
It’s not just what you say, but how you present it. AI models like ChatGPT “read” your website content to pull out the information they need. By structuring your content in an AI-friendly format, you make it much easier for the AI to understand and quote your site. Here are some content formatting tips to help your chances of being featured:
Use clear, descriptive headings (H2S, H3S). Break up your content with headings that match user intent. In other words, turn your main points into subheadings that sound like the questions or topics a user cares about. For example, a heading like “How Our Landscaping Service Works” is clearer than “Service Process”. If the AI sees a relevant heading, it knows where to find a specific answer.
Write in snippable paragraphs. Keep paragraphs short – ideally around 50–120 words each – and focused on a single idea. Each paragraph should be able to stand on its own as a complete answer to a specific question. Think of them as modular blocks of information. If one of your paragraphs directly answers a standard question, an AI can lift that paragraph as a quote or citation with minimal editing. A good rule of thumb: if a paragraph is too long to read quickly or loses focus, break it into two.
Could you lead with the answer? Don’t bury the lede. For each question or topic, state the direct answer in the first sentence or two, then provide any necessary detail or explanation. This “inverted pyramid” style (answer first, details after) helps both AI and human readers get the main point immediately. For instance, if you have a blog post titled “How to Choose a Financial Planner,” your opening lines might be: “To choose a financial planner, look for proper certification (like CFP status), transparent fees, and a communication style that fits your needs. The right planner should have experience with clients in your situation and be willing to provide references…”. The bold part gives a quick answer that could be quoted on its own, while the rest elaborates.
You can use bullet points, lists, and tables where appropriate. Structured formats are “gold” for AI. A numbered list of steps, a bullet list of features, or a comparison table of options can be directly extracted by AI systems. For example, if you write a blog post on “Top 5 Home Renovation Tips”, list them as 1-5 with a brief explanation for each. Or if you’re comparing two products or plans, consider a simple table. These formats make it easy for an AI to grab your content as a formatted answer. ChatGPT, for instance, often presents answers in list form if the source content is in a list.
Please include a concise summary or TL; DR. For longer articles, having a short intro summary (2-3 sentences) at the top can be helpful. In fact, writing your meta description or first paragraph as a mini-answer to the main question can increase your chances of being cited. AI tools might use that summary to answer broad questions, while the rest of your content covers details. Make that first paragraph count!
Ensure your content is accessible (for both users and AI). This means your content should be on a crawlable page (avoid putting important text inside images or behind login forms). If you have videos or infographics, add captions or alt text to describe them, since AI currently relies on text – ChatGPT’s answers today are based on text it can read, and it ignores content it can’t easily parse. Also, avoid paywalls or restrictive pop-ups on any content you want AI to access – if the AI can’t crawl it, it won’t include it.
By structuring your site with these tips, you’re effectively rolling out a red carpet for AI crawlers. You’re saying, “Here are clear, bite-sized answers with labels and lists.” The easier you make it for the AI, the more likely it is to pick your content to show to users.
Offer Authoritative and Trustworthy Information
In the age of AI answers, quality and credibility matter more than ever. Large language models like ChatGPT are trained to avoid giving bad or untrustworthy advice, so they lean towards content that shows expertise, authority, and trust (you might recognise this as Google’s E-E-A-T principle). Practically speaking, if you want ChatGPT or another AI to choose your content as a source, you need to demonstrate that you know your stuff and can be trusted.
Here’s how to build that authority into your content:
Share unique insights or data if you have them. ChatGPT favours content that offers something new or uniquely valuable. If you’ve done a customer survey, have sales data, or even anecdotal insights from running your business, weave those in. For example: “Last year, 60% of our bakery’s custom cake orders were for vegan cakes, reflecting the growing demand we’ve seen locally.” This kind of specific insight could be something an AI finds and cites when someone asks about vegan cake trends. You don’t have to run a formal study – even a short case study or an observation from your own experience can set your content apart from generic info copied across the web.
Could you cite reputable sources and experts? If you make a factual claim, could you back it up with a source (and link to it)? For instance, if you mention that “small businesses that blog get 126% more lead growth,” include a link to the study where that came from. Not only does this practice make your content more credible to human readers, it also signals to AI that you’ve done your research. Including a quote from an expert (even if it’s you or someone on your team with credentials) can help too. Authoritative voices get noticed. In fact, content that includes expert commentary and references to trusted publications tends to perform very well in AI rankings. So if you’re a realtor, you might include a quote from a well-known local economist about the housing market, alongside a stat from a government report. You’re blending your expertise with outside authority.
Please keep the information up-to-date. AI models (and users) prefer up-to-date information, especially for topics where facts change over time (like technology, law, health, etc.). Review your high-traffic pages every few months and update any outdated references (e.g., “As of 2024…” instead of 2022). If you serve a fast-changing industry, mention recent developments. Freshness is one way to signal that your content is maintained and trustworthy. Also, if you’re talking about something seasonal or time-sensitive (say, “Best holiday marketing tips for 2025”), publish that content early and update it as needed. Timeliness can be crucial, and even technical steps like using Bing’s IndexNow (which helps search engines discover new content faster) can be helpful if you frequently post time-sensitive info.
Build your brand’s digital footprint. This goes beyond your website. ChatGPT and others pull information from across the web, and they heavily favour sources that are widely trusted. What does that mean for a small business? It means online PR and reviews count. Try to get mentioned on reputable third-party sites: local news articles, industry blogs, or even an award listing can help. For example, if the local newspaper ran a profile on your business, that’s a big credibility win. Likewise, online reviews are a form of social proof that AIs consider. If your brand or product is mentioned positively in many reviews or forums, that can carry weight. In fact, brand mentions (like in press or listings) and review signals are becoming more critical than traditional backlinks in the AI era. So investing some effort in PR and reputation management can indirectly boost your visibility in AI results. If you’ve won any local awards or certifications, highlight them on your site (and get listed on the award site). These all count as trust signals.
Showcase your credentials. Don’t be shy about your expertise. If you have relevant qualifications, years of experience, or have been featured somewhere notable, mention it. AIs (and savvy users) look for those trust indicators. Even something as simple as an “About the Author” box at the end of a blog post can establish credibility (e.g., “About the Author: Jane Smith has 15 years of experience as a certified nutritionist in [Your City] and has been featured in [Local Health Magazine].”). This kind of info might tip the scales when AI is deciding which site to trust for an answer about nutrition.
In summary, authoritative content = content that AI is confident using in its answers. By offering clear, well-sourced, and original information, you make your content a safer and more attractive choice for AI systems to feature.
Leverage Local SEO Signals (Especially for Local Businesses)
For small businesses that serve a local area or region, local SEO is now intertwined with AI search optimisation. Google’s generative AI search (SGE) often includes local business info in its answers (through a “Places” module), and ChatGPT might mention a business by name if it’s notably well-regarded in search results or reviews. Here are some tips to ensure your local business stands out in AI-driven results:
Keep your Google Business Profile up to date. Think of your Google Business Profile (GBP) as the digital front door to your business. SGE and other AI-enhanced searches are pulling data from Google’s local listings, including photos, hours, and descriptions. A high-performing GBP with accurate information, plenty of photos, and an up-to-date description can be a deciding factor for visibility. Make sure your address, hours, and phone number are correct (and consistent across platforms). Add keywords to your business description that reflect services and location (without “stuffing” – keep it human-readable). Pro tip: Post occasional updates or offers via Google Posts – it shows that your listing is active.
Collect and manage reviews actively. Positive reviews aren’t just good for conversion; they can influence whether your business is featured by AI as a top recommendation. Google’s AI results will often mention if a business has a 4.8-star rating on Google with “hundreds of positive reviews,” etc. Strong reviews and high ratings will likely play into an AI’s assessment of your business. Encourage happy customers to leave reviews on Google, Yelp, Facebook – wherever makes sense for your industry. And respond to those reviews, both good and bad. Responses show that you’re engaged and customer-focused, which is a quality signal. If someone asks an AI for “best [service] in [town]”, a business with a lot of 5-star reviews and owner responses is more likely to be trusted and mentioned by the AI.
Incorporate local keywords and content. Weave your location into your website content where relevant. This could mean having dedicated pages or sections for each service area or city you serve, or mentioning your town/region in blog posts and service descriptions. For example, a dentist might write a blog, “How to Choose a Family Dentist in [Your City],” or a landscaper might have a page about “Landscaping Services in the Greater Dallas Area.” Also, create content around local events or seasonal topics if they relate to your business (e.g., a pest control company blogging about “Springtime Ant Invasions in Melbourne: What to Do”). Hyper-local content highlights your relevance for local queries and may be picked up when someone nearby asks an AI a related question.
Use structured data (if you can). This is a slightly technical tip, but adding schema markup to your site can help search engines (and AI) better understand your business details. For local businesses, the “LocalBusiness” schema can embed your location, hours, services, and more in your site’s code. Similarly, the FAQ schema can highlight those question-answer pairs on your pages. While ChatGPT itself doesn’t read schema yet, Google’s AI results do make use of structured data – and it certainly doesn’t hurt to implement it. If you’re not techy, this might be something to ask a web developer or use a plugin for. It’s like giving the AI a cheat sheet about your business.
Engage in local online communities. AI engines sometimes pull info from forums or Q&A sites like Reddit, Quora, or local Facebook groups (Bing’s AI, for example, has been known to cite Reddit threads for certain queries). While you shouldn’t spam these, it’s worth being genuinely active where locals seek advice. If someone on a local forum asks for a recommendation and a happy customer mentions your business, that’s great. You can also contribute your expertise (e.g., answer questions on Quora related to your field, write helpful posts on LinkedIn or local groups). These contributions can create positive mentions of your brand across the web, which, as mentioned, feed into AI trust.
Local businesses thrive on trust and reputation – and AI is essentially trying to determine which businesses are trustworthy algorithmically. By shining up your local SEO (listings, reviews, local content), you increase the odds that when an AI is answering local-oriented questions, your business will be in the mix of its answer. As one industry expert put it, “Google Business Profile is king” when it comes to local visibility in the new AI-driven search landscape – so don’t neglect that foundation.
Use AI Tools (and Prompts) to Your Advantage
Here’s some irony we can embrace: the same AI tools that are changing search can also help you improve your content. Small business owners often juggle marketing with a dozen other tasks – this is where tools like ChatGPT, especially with the right prompts, can be a lifesaver. Rather than seeing AI only as a challenge, use it as a content assistant to help you rank in those AI results.
Small Biz Prompt Shop (SBPS) was created with precisely this in mind – to provide ready-made prompts that help business owners generate quality marketing content quickly. For example, SBPS offers an “SEO Prompt Mini Pack” designed to “boost your visibility with SEO ChatGPT prompts” so you can optimise product pages, blog titles, and website copy — no tech skills required . In practice, this means even if you’re not an SEO expert, you can plug in a well-crafted prompt and have ChatGPT help you refine your content.
Let’s look at a few practical ways you can use prompts (including examples inspired by SBPS) to optimise for AI:
Generate FAQ content with AI. Please take one of your core services or products and ask ChatGPT to come up with common questions (and answers) about it. For example, you might prompt: “Give me five frequently asked questions and brief answers about [my service]. My business is [describe business] in [City].” ChatGPT might return Q&As that you hadn’t thought to include. You can then polish those answers and add them to your website’s FAQ section or create a new one. This ensures you’re covering the informational needs that AI might look for.
Use AI to simplify and tighten your copy. If you have a verbose page or blog post, you can use prompts to make the content more snippable. For instance: “Rewrite the following paragraph in 2-3 concise sentences, focusing only on the key point: [paste your paragraph].” The result can often be a cleaner, more direct answer that’s ideal for AI extraction. Another idea is to prompt: “Summarise this article in a 60-word paragraph that could stand alone as an answer to someone’s question.” This essentially helps create that TL;DR snippet we talked about earlier.
Could you create a comparison or a list of content quickly? If listicles and comparisons do well in AI results (they do), you can let AI do the first draft. Suppose you want to write “Top 7 Tips for First-Time Home Buyers” as a real estate agent. You could prompt ChatGPT with: “List seven tips for first-time home buyers, and explain each in one sentence.” You’ll get a rough list that you can then expand on or tweak with your personal expertise. The key is that you’ll have a solid, structured starting point in seconds. Similarly, for a comparison, you might ask: “Give me a bullet-point list of pros and cons for [Service A] vs [Service B].” This can form the skeleton of a pros/cons list for your blog, which you can then refine. By using AI to outline or draft these structured pieces, you save time and ensure the format is one that AI search likes.
Brainstorm “People Also Ask” questions. We know AI loves answering follow-up questions and related queries (often called “query fan-out”). You can prompt ChatGPT to imagine it’s the user: “What questions might someone ask after learning about [my product]?” or “What are some related questions a customer might have about [topic]?” This can reveal long-tail questions that you can address in your content, increasing your breadth. For example, suppose you run a gym and have an article about nutrition. In that case, ChatGPT might suggest related questions like “Should I eat protein before or after a workout?” or “How many calories should I eat when training for a marathon?” – giving you ideas for new content or additions to the article.
When using AI tools to help you create your content, always add your personal touch and local expertise before publishing. AI can give you a great draft or outline, but you make it authentic and tailored to your business (and authenticity is something AI can’t fake, which makes your content more valuable). If you’re not sure how to craft the right prompts to get these results, Small Biz Prompt Shop’s prompt packs can guide you. They are essentially plug-and-play prompts that have been tested for small business scenarios, saving you the trial and error.
Want to fast-track your AI optimisation? Check out the Small Biz Prompt Shop for a library of AI prompt packs and training made explicitly for small businesses. Whether you need better SEO copy, social media ideas, or email drafts, SBPS can help you get it done faster with AI – so you can focus on running your business.
Final Thoughts: Stay Adaptable and Keep It Simple
AI-driven search isn’t a fad – it’s an evolution of how people find information. The excellent news for small business owners is that you don’t need to learn a whole new playbook from scratch. The fundamentals of good SEO still apply: clarity, authority, and trust remain the signals that matter most. What’s changing is how those signals are delivered to the user (through an AI intermediary).
So, as you apply the tips above, please remember not to overthink it. You can focus on being the best answer to the questions people have in your domain. If you prioritise genuinely helpful content, structured in a way that machines and humans can easily read, you’re already ahead of the curve. Monitor how the landscape evolves – maybe set aside time each month to literally ask ChatGPT or Bing Chat a question relevant to your business and see what comes up. It can be surprisingly insightful to see which sources are getting cited and why. If you’re not there yet, use it as motivation to improve your content.
Above all, stay encouraged. Many of your competitors are likely just as confused by AI as you might be. By taking these proactive steps, you’re positioning your business to capture new opportunities as search technology changes. Search has always been about connecting people with answers. AI is just a new way of doing that. With a solid grounding in your customers’ needs and a few smart adjustments to your content strategy, you can ensure your business is the one showing up in those ChatGPT answers and AI-generated suggestions.
(Remember: the goal isn’t just to “please an algorithm” – it’s to serve your future customers. Do that well, and the algorithms, whether Google’s or OpenAI’s, will naturally take notice.)
Would you be ready to dive deeper or need a helping hand? Don’t hesitate to leverage resources like Small Biz Prompt Shop for prompt templates, or reach out to SEO communities and professionals who are navigating this new territory too. By staying informed and flexible, your small business can thrive in the AI-powered search era. Here’s to seeing your business pop up as the trusted answer next time someone asks ChatGPT a question in your niche!
