How to Get Your Business Recommended and Quoted by AI Search Tools like ChatGPT
- Brainz Magazine
- 2 hours ago
- 11 min read
Written by: Caroline Winkvist, CEO Brainz Magazine Caroline Winkvist is the CEO and founder of Brainz Magazine, a global media platform with a mission to inspire, educate and empower people worldwide through insights from trusted thought leaders and experts. As the leader of a Swedish Gazelle company, she writes about Generative Engine Optimization (GEO), visibility and problem solving, and how to turn real expertise into trusted content online.
Digital marketing is entering a new era where people no longer scroll through pages of search results. Instead, they ask AI tools like ChatGPT who they should trust, work with, or buy from.
That shift quietly creates two very serious questions for every entrepreneur:
How can I make AI tools quote and reference my brand in its answers when people ask for recommendations in my industry? (to reach new leads)
How do I make sure AI presents me and my company as trusted authorities when potential customers research us online? (to influence existing leads)
The answers lie in a new strategy shaping the future of search: AI SEO, now often referred to as Generative Engine Optimization (GEO).
Over the past decade, businesses have optimized for Google, competed for keywords, and invested heavily in traditional SEO. But a new shift is happening: AI powered search. Tools like ChatGPT, Google’s AI Overview, Claude, Gemini, Grok, Copilot and Perplexity are no longer just helping people find information, they are becoming the new gateways to knowledge, recommendations and trust.
It is no longer only about showing up online, it is about being positioned where AI pulls information when it shapes its answers and recommendations.
In this article, you will learn:
What AI SEO (GEO) is and how it builds on traditional SEO.
How to optimize so AI tools can recommend, quote and reference you in their answers.
How to come across as credible and be positioned as an expert when potential customers research you or your brand online.
What is AI SEO (GEO) and Why It Matters
AI SEO, now often referred to as Generative Engine Optimization (GEO), is the process of helping your brand become visible, credible and recommended inside AI powered search tools, not only in Google search results.
For years, regular SEO (search engine optimization) has been about getting your website to rank high in search results like Google. But AI search tools like ChatGPT, Google’s AI Overview, Claude and Perplexity work in a different way. They do not just show links, they read, compare and summarize information, and then gives an answer back to the user.
That means your goal is no longer to only rank high, but to be part of the answer these tools give.
When someone asks an AI search tool:
“Who is a trusted life coach in London?”
“Which company can help with leadership training for teams?”
the tool scans many different sources online, such as websites, media articles, interviews, directories and reviews, and then decides who looks the most credible and recognized in that space.
So if your business does not appear on credible websites, or has not built trust signals that AI can pick up, you might not be mentioned at all.
This is what makes AI SEO so important right now. It is not replacing SEO, it is expanding it.
Traditional SEO helps search engines understand your website. AI SEO helps AI systems understand you, your expertise, your credibility and your reputation.
How AI search tools collect and use information
To understand how to show up in AI answers, it helps to first understand where these tools get their information from.
Most AI search tools rely on a mix of:
Public content from across the web
Information from high authority websites and media outlets
Structured sources like Wikipedia and other large knowledge bases
Reviews, ratings and public business directories
Fresh information from search engines when they browse the web in real time
When they generate answers, they often look at signals like:
Expert articles and blogs
Interviews and thought leadership pieces
Press releases and news mentions
Company websites and about pages
Customer reviews and testimonials on public platforms
But here is the important part: AI search tools do not treat all content as equal. They try to figure out what looks trustworthy, relevant and consistent.
They are more likely to use content that:
Is published on trusted and well known websites
Is clearly written and well structured, with headings and short paragraphs
Has a real author with a visible name and bio
Matches what other sources say about you or your brand
Is supported by external signals, for example media mentions, awards, strong reviews or links from other sites
An eagle eye on your brand – AI Search tools watch you 24/7
AI search tools are like an eagle watching over your brand 24 hours a day. They see what you publish, how often you show up with your expertise, who cites you and where your name is mentioned.
“AI search tools never sleep. They constantly watch, compare and form an opinion about your brand.”
They also notice your reviews and how you respond to them, how current your facts are across profiles, what your About page looks like and when you last updated your website or social media.
Over time, that ongoing observation shapes how confident they feel when recommending you to others. So if you only talk about yourself on your own website or social media, and there is very little about you anywhere else, AI tools have a limited picture of who you are.
If you, on the other hand, appear in interviews, expert articles, press features and relevant directories, and people leave public reviews about working with you, AI has a lot more to work with. It can see that others recognize you, not only you yourself.
That is why things like publicity, third party content and external mentions play such an important role in AI visibility. It is not just about being visible online, it is about being present in places that AI search tools already trust and read from every day.
“Over time, AI tools form an opinion about your brand, and that opinion decides whether you will get recommended or ignored.”
Why your website alone is no longer enough
You can do everything right on your own website, with clear offers and a strong About page. All of that still matters. But in an AI driven world, it is not the full picture anymore.
AI search tools do not just trust what you say about yourself, they look for proof from others. They compare what you claim with what they find across the internet.
If all your information, reviews and articles exist only on your own site or social media, the AI sees a limited and one-sided picture of your brand.
If your name, on the other hand, appears on trusted websites, in interviews, expert articles, press mentions, directories and public reviews, AI gets a very different picture. It can see that other people and platforms recognize your work. That is the kind of signal that makes AI more confident when mentioning you in an answer.
Think of it this way: your website is your home, but your public content is your reputation. AI tools learn from your reputation.
Types of content AI search tools prefer
To increase your chances of being recommended, quoted or referenced by AI search tools, it helps to focus on content formats that both people and AI systems understand and trust.
Here are some of the most important ones:
Expert articles and blogs
Educational, advice based articles that answer clear questions within your niche help AI connect your name with real expertise. These work best when they are published on trusted websites, not only on your own blog.
Interviews and Q&A features
Interviews give a structured view of who you are, what you do and what you believe in. They usually include your name, title, location, niche and a mix of personal story and expert insights, which makes it easier for AI to understand your profile.
Contributor or author profiles
A profile page that gathers your bio, your focus area, your links and your articles in one place is very valuable. It shows AI that you are a real person with a consistent area of expertise, not just a random name on a single blog post.
Press releases and news mentions
Press releases and news coverage in media help signal that your work is relevant, timely and connected to real world activity. When these are picked up by several sites, they also create links and mentions, which are strong trust signals.
Reviews, case studies and testimonials
Open reviews and case studies on public platforms show how others experience working with you. For AI, this becomes another form of social proof. It is not only what you claim, it is what clients say after working with you.
Directories and business listings
Listings on relevant directories, industry platforms or local business sites help confirm basic facts about you: what you do, where you operate, how to contact you. When the same information repeats across several trusted sources, it looks more reliable to AI.
Taken together, these types of content help AI build a fuller picture of you. They show:
what you know
what you want to be known for
how active you are
who trusts you
and where your expertise shows up online
How to optimize so AI search tools can recommend, quote and reference you
If you want AI search tools to mention you in their answers, think in two layers:
what you want to be known for
where and how that expertise shows up online
Here are some clear steps you can follow:
1. Decide what you want to be known for
Before you create more content, decide on your main focus:
What topics do you want people, and AI tools, to connect with your name?
What type of clients do you want to attract?
What problems do you solve best?
Write this down in one or two simple sentences. This becomes your filter for what you talk about online. The clearer you are, the easier it is for AI tools to understand and connect you with that niche.
2. Publish consistent expert content in your niche
AI tools look for patterns. They want to see that you show up with useful insights again and again in roughly the same area, not random topics.
You can:
write articles that answer common questions your clients ask
create how to guides, checklists or simple frameworks
share short insights or mini lessons on your main platforms
The goal is not to publish “more content” for the sake of it. The goal is to show a consistent expert voice on the topics you want to be known for.
3. Show up on trusted third party websites
It is not enough to only talk about yourself on your own website. Try to:
contribute an expert article or guest post to a trusted blog or media site in your niche
say yes to interviews or Q&A features where your name and topic are clearly presented
be included in round up articles, expert panels or quote features
use press releases when you have real news, such as launches, awards or bigger milestones
Each of these creates independent proof that you are active and recognized in your field. That is the type of signal AI tools pay attention to.
4. Use clear structure and author information
AI search tools read content in a very practical way. You can help them by making your content easy to understand and easy to quote.
For example:
use one clear H1 heading for the main topic (like the main title of this article)
use H2 subheadings for each main section (like the headline of this numbered list)
use H3 subheadings for smaller sections inside each part (like this one: “4. Use clear structure and author information”)
keep paragraphs short and focused
use bullet points when you list steps or tips
Always include:
your full name
your title or role
your company or brand name
a short author bio that matches what you say about yourself in other places
This helps AI link the content to a real person with a clear role, instead of just a text with no context.
5. Keep your key content fresh and aligned
AI tools prefer content that looks current and active.
You do not need to update everything all the time, but you can:
review your About page and main service pages regularly
update key facts, numbers and examples in your content
remove or rewrite content that feels outdated or off brand
make sure your bios match across your website, LinkedIn and other main platforms
Small updates over time signal that you are still active and paying attention.
6. Build a visible history of mentions and citations
AI tools look for repetition and patterns when they try to decide who to trust.
Over time, try to build a “trail” that includes:
mentions of your name on different websites
links back to your site from relevant articles or profiles
quotes from you in other people’s content
public reviews or testimonials connected to your name or brand
It can also help to be active in the right communities and networks, especially those where experts in your field share insights with each other. These spaces can lead to interviews, collaborations, guest articles and new trusted sources that you can link to in your own content.
When you publish content, do not be afraid to link to other credible sources in your niche. It shows that you are part of a wider conversation, that you have done your homework and that you stand next to other trusted names, not alone.
The goal is not one big piece, but many smaller signals that together tell a clear story about who you are and what you do.
7. Make reviews and client proof easy to find
Social proof is just as important in an AI driven world as it is for humans.
You can:
encourage happy clients to leave reviews on platforms that fit your business, for example Google Reviews, Trustpilot or industry specific platforms
add case studies and testimonials to your website in a clear and structured way
respond to reviews, especially if someone is unhappy, in a calm and professional tone
AI tools see both the reviews and your response. That gives more context to how you handle your work and your clients.
All these steps help AI search tools feel more confident when they use you as an example, a quote or a recommendation in their answers.
How to come across as credible and be positioned as an expert online
When potential customers or partners search for you online, they rarely make decisions based on one thing. They look for a pattern of credibility, and signs that show you are active, trusted and consistent in what you do.
Here are some of the things both people and AI search tools look for:
1. A consistent story across platforms
Make sure your bio, title and main message sound the same on your website, LinkedIn, press features and other platforms. Consistency builds trust. When your message changes too much between channels, it can create doubt.
2. Updated and visible profiles
Keep your profiles active and current. Outdated information, broken links or old images make you look inactive, even if you are not. Review your profiles every few months and update what is relevant.
3. A mix of owned and earned visibility
Your own channels (website, newsletter, social media) are your foundation, but third party visibility such as expert articles, interviews, awards and media coverage is what gives your brand external validation. People and AI tools both look for that balance.
4. Real proof and human connection
Client reviews, testimonials and case studies are powerful signals. They show that you deliver real results. Combine these with content that reflects your personal values or story. Being credible is not just about facts; it is also about showing authenticity and expertise in the same package.
5. A clear focus area
Experts are rarely known for everything. Decide what you want to be recognized for, and make sure your content points back to that same area. When you consistently publish around one focus, AI tools start connecting your name with that topic, and so do people.
“The clearer your message and the more consistent your presence, the easier it becomes for both humans and AI to recognize you as an expert.”
Start building your AI visibility now
AI driven search is already shaping how people choose experts, services and brands. While you are reading this, potential clients are asking tools like ChatGPT who they should trust. If you do not have a clear digital footprint, you risk not being part of the answer at all.
The goal is no longer just to rank high in search results, it is to be visible, credible and easy to recommend.
Start simple:
decide what you want to be known for in your niche
make sure your website and main profiles clearly reflect that focus
create one strong expert piece that shares real, practical advice, not just surface level tips
get that expertise published on at least one trusted external site, for example a media outlet or industry blog
From there, keep building. Every interview, article, profile, review and mention becomes another signal that AI tools use to decide who shows up, who gets recommended, and how you are presented when existing leads research your name in these tools.
Can you provide expertise or valuable insight within the areas of business, personal development, leadership, health & wellness, technology or lifestyle? Then you might qualify for the opportunity to get published in Brainz Magazine and get exclusive media coverage. Apply here!
