I’ve been spending quite a bit of time lately looking into AI search and how it’s changing the way people find businesses online.
You’ve probably noticed it yourself. You search for something on Google and before you even get to the websites, there’s an AI-generated answer sitting there.
That’s Google’s AI Overview. Instead of just giving you a list of websites to look through, Google pulls together information from different sources and gives you an answer right there.
But what’s really interesting to me is how people are starting to use ChatGPT, Gemini and Claude for searching, too.
They’re not just using AI to write emails or come up with ideas anymore. They’re using it to find businesses, look for products and services, and ask for recommendations.
And that got me thinking. If someone is looking for the kind of product or service your business offers, will AI actually find you?
So how does AI find a business?
Let’s say somebody asks ChatGPT, “Can you recommend a reliable plumber in my area?”
They might get a list of local plumbers, some information about what they do, and maybe even links to their websites.
But why those plumbers? Why not somebody else?
That’s what I’ve been trying to understand.
AI search tools can use information from websites, business listings, search engines and other places online. Some can search the internet for current information, while others may be answering from information they already have. They’re not all working the same way, and there’s no magic formula for getting your business recommended.
But one thing is pretty clear. If there’s very little information about your business online, or what’s there is outdated or doesn’t really explain what you do, that’s not going to help.
Your website matters. So do your business listings, customer reviews and the things other people are saying about your business online.
And all that work we’ve been doing for years to help businesses get found on Google? That’s still important.
I decided to try it with my own business
I wanted to see what would happen if somebody went looking for marketing advice or help with their small-business marketing, but didn’t know Marketing Starts Here existed.
So I came up with 15 different search questions and started testing them.
I didn’t use my business name in any of the searches. I wanted to see which businesses AI would recommend to somebody who was just looking for help.
And the results were interesting.
Some businesses came up more than once. Others only appeared in certain searches. And there were businesses I’d never heard of.
It also got me thinking about something I hadn’t really considered before.
There’s a big difference between somebody asking ChatGPT about your business by name and somebody asking it to recommend a business like yours.
If I ask, “What is Marketing Starts Here?” I’m already telling AI who I’m looking for.
But what if I ask, “Can you recommend someone who provides marketing advice for small businesses?”
That’s a completely different search. And really, that’s the one I’m most interested in.
Because those are people who could become customers. They’re looking for something you offer, but they don’t know you exist yet.
What can you do about it?
Well, I wouldn’t start throwing out everything you’ve been doing with your marketing because AI search has come along.
A lot of the same things still matter.
Think about your website for a minute. If somebody lands on your homepage, can they figure out what you do, what you sell and where you’re located without having to hunt around for it?
And are you actually using the words people would search for?
There’s a difference between saying you offer “quality plumbing solutions” and saying you do “residential plumbing repairs in St. Marys.”
One of those tells people exactly what you do. The other could mean just about anything.
The same goes for your Google Business Profile, if you have one, and other places your business is listed. Is the information correct? Are your services properly described?
And don’t forget about reviews. What customers say about your business is part of the information available online, too.
Now, none of this means ChatGPT or Google is suddenly going to start recommending your business. There’s no guarantee of that.
But if you want people to find you, whether they’re searching Google the traditional way or asking AI for recommendations, you need to make sure there’s good information about your business out there.
I’ve put together something you can try
After doing my own research, I decided to put together a worksheet that small-business owners can use to see what happens when they search for their own business through AI.
It’s called the AI Search Visibility Worksheet.
I’ve narrowed it down to seven search prompts you can try with Google, ChatGPT, Gemini and Claude. There’s also space to keep track of which businesses come up, what information AI gives you and anything you might want to change or improve.
The worksheet is available to paid subscribers of Marketing Starts Here.
If you’re reading this as a free subscriber and you’d like to try it, you can upgrade your subscription and get access to the download.
Marketing Starts Here was founded by Maggie Whitcroft, who brings decades of experience in journalism, communications and marketing. Through her Human-Led Marketing Method, she helps small-business owners and solopreneurs review what’s working, strengthen their messaging across websites, social media, email and print, and develop practical marketing plans with clear priorities that reflect their business and the people behind it.
Marketing Starts Here
The human side of marketing for small business.
