Your competitors are getting recommended by ChatGPT while you’re still counting backlinks.
Listen, here’s what’s happening right now. A potential client opens ChatGPT and asks, “Who’s the best marketing agency for B2B SaaS?” Another CEO asks Claude for PPC management recommendations. A founder queries Perplexity about web design agencies in Houston.
If you’re not showing up in those AI responses, you’re invisible to a growing segment of your market.
This is what I call The Visibility Gap – the growing chasm between where you rank on Google and whether AI even knows you exist. And it’s getting wider every day.
Traditional SEO helps, but it’s not enough anymore. AI search optimization requires completely different thinking.
The shift that’s already happening
I noticed this pattern a few months ago. A client who dominated Google rankings wasn’t getting any mentions in AI recommendations. None.
So I did a simple test. Asked ChatGPT for marketing agency recommendations in different ways. My client never appeared. But you know who did? Smaller agencies with way less “SEO authority.”
BTW – I tried this with multiple clients across different industries. Same pattern. Great Google rankings, invisible to AI.
That’s when it hit me. We’ve been optimizing for the wrong thing.
Why AI SEO works differently than Google
Here’s what most agencies don’t understand about AI search optimization.
Google crawls your site constantly. AI systems work from training data and real-time retrieval. Totally different game.
Google rewards comprehensive content. AI systems need specific, verifiable claims they can synthesize.
Google uses hundreds of ranking factors. AI systems focus on clarity, specificity, and corroboration across sources.
And honestly? Most SEO “experts” haven’t even noticed this shift yet.
The key differences at a glance
|
Concept |
Google SEO |
AI SEO |
| Crawling | Constant site crawling | Static training + live retrieval |
| Ranking signals | Backlinks, speed, schema, freshness | Specificity, verification, cross-platform clarity |
| Response style | 10+ blue links | 3-5 synthesized recommendations |
| Update frequency | Near real-time | Weeks to months (ChatGPT) or real-time (Perplexity) |
| Optimization tactic | Keywords and content depth | Clarity, credibility, and cross-platform reinforcement |
How each AI system actually finds information
Not all AI search works the same. Understanding the differences changes your strategy:
- ChatGPT: Relies heavily on training data with limited real-time search. If you weren’t visible online before its last training cutoff, you’re invisible.
- Claude: Similar LLM-based approach but with different training sources. Less tied to specific retrieval models.
- Perplexity: Real-time web search blended with AI synthesis. Updates constantly, pulls fresh content.
What this means for you: Don’t just update your website. Make sure the sources AI trains on are talking about you – industry publications, Reddit discussions, niche forums. For Perplexity, nail your page summaries and make claims easy to cite.
Try this right now
Open ChatGPT, Claude, and Perplexity. Ask them to recommend services in your industry. See who shows up.
Then ask each AI about your company specifically:
- “What does [your company name] do?”
- “Who would benefit from working with [your company]?”
- “What makes [your company] different?”
Notice which AI systems know you exist and which don’t.
What AI actually looks for (based on real testing)
I’ve been testing this obsessively. Running queries, analyzing patterns, documenting what works.
Specificity beats everything
Watch this:
- Bad: “We do PPC management”
- Good: “We help B2B software companies reduce cost-per-lead through LinkedIn ads”
The specific version gives AI something concrete to recommend.
Problem-solution clarity
AI systems need to understand exactly what problem you solve and for whom.
I’ve seen this with client content. Generic “comprehensive digital marketing solutions” never gets recommended. Completely useless for AI SEO.
But “We help law firms get more cases from Google” shows up constantly in relevant queries.
Fresh validation signals
Here’s what’s mad interesting. AI systems can’t crawl daily like Google. But they can see:
- Recent press mentions
- Industry publications
- Verified case studies
- Consistent messaging across platforms
BTW – this is why some agencies with mediocre websites dominate AI recommendations. They’re everywhere else online with consistent, specific messaging.
The CRAFT Framework for AI visibility
Stop throwing spaghetti at the wall. Here’s what actually works for AI SEO.
C – Contextual Authority Building
Forget broad “thought leadership.” AI needs contextual authority for specific situations.
Instead of positioning as “PPC experts,” try “PPC for B2B SaaS companies scaling from $1M to $10M ARR.”
AI can’t recommend generalists. It recommends specialists who solve specific problems.
R – Retrievable Information Architecture
Your site needs to be stupidly clear about:
- What you do (specific services)
- Who you serve (exact customer profile)
- How you’re different (unique approach)
- Proof it works (verified results)
Make it impossible for AI to misunderstand your value prop.
A – Activity Signals Everywhere
AI systems triangulate information from multiple sources. Your website is just one input.
You need:
- LinkedIn posts with specific client wins
- Guest posts detailing your methodology
- Client reviews mentioning exact results
- Podcast appearances discussing your approach
Same message. Multiple channels. Impossible to miss.
F – Factual, Verifiable Claims
Every claim needs backup. Period.
Bad: “We deliver exceptional ROI” Good: “We typically reduce cost-per-lead by 40-60% in the first 90 days”
AI systems are getting scary good at fact-checking. Make sure your claims hold up.
T – Targeted Problem Mapping
Document every problem you solve. Get specific.
I started keeping a list of exact problems our clients come to us with. Each one written how someone would ask AI.
Now we’re crafting content that maps to those exact queries. It’s tedious but it works.
Don’t forget the technical foundation
While everyone obsesses over content, technical clarity matters for AI too.
Use structured data religiously
Schema markup isn’t just for Google anymore. Use:
- Organization schema with specific service areas
- FAQ schema for common questions
- Service schema with clear descriptions
- Review schema with actual client feedback
AI systems use these signals to understand what you do and who you serve. Check your markup with Google’s Structured Data Testing Tool or Schema.org Validator.
Make your HTML semantic
Clear, semantic HTML helps AI parse your content:
- Use proper heading hierarchy (H1 → H2 → H3)
- Mark up testimonials with appropriate tags
- Structure case studies consistently
- Use descriptive alt text that reinforces your expertise
This isn’t sexy work. But it’s the foundation that makes everything else more effective.
Pro tip: Run your pages through WAVE – if it’s accessible to screen readers, it’s usually clear for AI too.
How to audit your AI SEO in 15 minutes
Want to know if you’re invisible to AI? Do this right now.
The Direct Test
Open ChatGPT and Claude. Ask:
- “Recommend [your service] providers in [your city]”
- “I need help with [problem you solve]. Who should I hire?”
- “What are the best agencies for [your specialty]?”
Do you appear? In what context? Or are you completely invisible?
The Knowledge Test
Ask AI directly about your company:
- “What does [your company] specialize in?”
- “What results has [your company] achieve?”
- “Who is [your company] best for?”
If AI gives vague answers, your AI SEO needs work.
The Comparison Test
This one hurts. Ask AI to compare you with competitors:
- “Compare [you] vs [competitor] for [service]”
- “Which is better for [specific situation]: [you] or [competitor]?”
Can’t find enough info to compare? You’re invisible.
BTW – I encourage every client to run this audit. Most are shocked by the results. And those who fix it see immediate impact.
What to look for in AI responses
Here’s an example of what good vs bad AI visibility looks like:
Good response when asked about PPC agencies:
“For B2B SaaS PPC management, [Agency Name] specializes in LinkedIn and Google Ads for software companies. They focus on reducing cost-per-demo and have case studies showing 40-60% cost reductions within 90 days.”
Bad response:
“[Agency Name] is a digital marketing agency that offers various services including PPC management.
Notice the difference? Specificity wins. The good response gives AI concrete details to share. The bad one is so generic it’s useless.
Check historical visibility too. Use the Wayback Machine to see what information about you has been available over time – this affects AI training data.
Your 30-day AI SEO implementation plan
Stop planning. Start doing. Here’s exactly what to implement.
Week 1: Fix your foundation
Create or rewrite these pages with AI SEO in mind:
- Services pages: Specific outcomes, not capabilities
- Case studies: Problem → Solution → Exact Results
- About page: Why your approach is different
- Industry pages: Specific to each vertical you serve
Each page needs to answer: “What exact problem do we solve for whom?”
Week 2: Build external proof
AI systems need validation from multiple sources.
Ask your best clients to write detailed reviews mentioning:
- Specific problem they had
- Results you delivered (with numbers if possible)
- Timeframe for results
- Why they chose you
Post these on Google, Clutch, relevant industry sites. Same facts, multiple places.
Week 3: Create comparison content
Help AI understand your positioning.
Write content comparing:
- Your approach vs traditional methods
- When to hire you vs competitors
- What makes your process unique
- Who you’re perfect for (and who you’re not)
Make it easy for AI to slot you into the right recommendations.
Week 4: Test and optimize
Run the audit weekly. Track:
- Which queries you appear for
- What context AI provides
- How you compare to competitors
- What’s still missing
Iterate based on results, not theories.
Common AI SEO mistakes that kill visibility
I see these mess-ups constantly.
Gaming with fake signals
Some agencies stuff sites with “ChatGPT recommended” badges. Without actual validation.
Stop it. AI systems are getting better at detecting bullshit. Focus on being genuinely recommendable.
Creating separate “AI content”
Don’t create content just for AI. Create better content that serves both humans and AI systems.
The goal is being helpful, not technically optimized.
Ignoring the human element
Here’s what’s wild. AI systems learn from user behavior. If people bounce after AI recommends you, that signal impacts future recommendations.
Make sure your site delivers on whatever got you recommended.
Optimizing for yesterday’s AI
ChatGPT has knowledge cutoffs. But Perplexity pulls current data. Different systems, different approaches.
What worked six months ago might not work today. Stay current.
What this means for your business
Listen, I’m not saying abandon traditional SEO. Google still drives massive traffic.
But if you’re not visible to AI systems, you’re missing qualified leads. Today.
Think about it. When someone asks AI for recommendations, they’re usually ready to buy. They’re not browsing. They’re looking for solutions.
And AI gives them 3-5 specific options. Not pages of results. Just focused recommendations.
If you’re not in those recommendations, you don’t exist for that buyer.
Your next move
The businesses winning tomorrow are optimizing for AI search today.
In six months, every agency will be talking about AI SEO. The ones starting now will own the space.
The framework is clear. The opportunity is real. The only question is whether you’ll act before your competitors do.
Because here’s what I know for sure: AI recommendations carry weight. When ChatGPT suggests a solution, people trust it.
No endless research. No comparison shopping. Just qualified buyers looking for help.
That’s the power of AI SEO done right.
BTW – I’m still figuring this out too. The landscape changes fast. But the patterns are clear enough to act on.
In a world where buyers trust AI over Google, you have two options: become the answer, or get left out of the conversation.
This isn’t about gaming a system. It’s about showing up where your next best client is already looking. And if you’re not there—someone else will be.
AI SEO FAQ: Answers to common AI search optimization questions
How do I show up in ChatGPT results?
To appear in ChatGPT’s recommendations, your brand needs to exist in its training data or show up in reliable online sources that OpenAI’s retrieval tools can access. That means clear, specific messaging on your website, plus consistent mentions in trusted third-party content like guest posts, reviews, and press.
Can I influence Perplexity AI results?
Yes. Perplexity indexes live web content and blends it into AI-generated responses. Structured data, updated service pages, and clearly labeled case studies all help. Because it pulls real-time content, your updates can have an immediate impact.
How long does it take to improve AI visibility?
It depends on the system. Perplexity can reflect changes within days. ChatGPT and Claude work from training data, so visibility improvements happen when they update their models – typically months apart. Focus on building signals across multiple platforms for best results.
Is AI SEO replacing traditional SEO?
No. AI SEO complements traditional SEO. Google still drives massive traffic, while AI systems drive high-intent recommendations. Smart businesses optimize for both. Think of it as expanding your visibility strategy, not replacing it.
Want to explore what closing The Visibility Gap could mean for your business? Let’s talk about where you’re showing up (or not) in AI recommendations.
