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How to show up in ChatGPT & AI Overviews
The six things that decide whether ChatGPT, Perplexity and AI Overviews name your business.
Published · Updated · 3 min read
Key takeaways
- AI systems name a business when they can resolve who it is, read what it says, lift a passage that answers the question, and find other sources that agree.
- Let the AI crawlers in through robots.txt, serve real HTML that works without JavaScript, and submit the sitemap to Bing as well as Google.
- Describe the business identically everywhere and back it with Organization and Person schema.
- Phrase headings as questions, answer in the first two sentences, and put a named, credentialed author on every guide.
- Measure visibility with a fixed panel of prompts run monthly across ChatGPT, Perplexity, Gemini and Google's AI mode.
On this page
AI systems name a business when they can resolve who it is, read what it says, lift a passage that answers the question, and find other sources that agree. That's the whole checklist. Each engine retrieves differently (Google AI Overviews from Google's index, ChatGPT and Copilot largely from Bing's plus OpenAI's own crawler, Perplexity from its own crawler with heavy weight on third-party sources), but the inputs that get you named are the same across all of them.
1. Make sure the crawlers can read the site
Open robots.txt to GPTBot, OAI-SearchBot, ClaudeBot, PerplexityBot, Google-Extended and Bingbot. Check that your pages are real HTML: view the page with JavaScript disabled, and if the content disappears, the AI crawlers see an empty page. Many modern site builders ship exactly this problem. Submit the sitemap to Bing Webmaster Tools as well as Google: ChatGPT search and Copilot lean on Bing's index among other sources, so being indexed there helps. Note that OAI-SearchBot (ChatGPT search) and GPTBot (model training) are separate crawlers with separate robots.txt rules, so you can allow search and still opt out of training.
2. Be one consistent entity everywhere
Name, address, phone, founding year, services and credentials identical across your site, Google Business Profile, LinkedIn, Bing Places, Apple Maps, Yelp and every directory. Add Organization schema with sameAs links to those profiles, and Person schema for the people who do the work. Engines distrust businesses that describe themselves five different ways.
3. Write so a passage can be lifted
Headings phrased as the question. The answer in the first two sentences under it. Specific numbers with a stated basis. Tables for comparisons. A pricing page with real figures, because "how much does X cost" is one of the questions we see cited most often. The page should still make sense if any one section is quoted alone.
4. Put a real name on it
Author pages for the people who do the work, with a photo, credentials and a LinkedIn link, and every guide and case study bylined. AI answers are shifting hard toward content with a verifiable human behind it.
5. Get other people to say it
Reviews on Google, Clutch, Yelp and your industry's directory. Listings in the trade association. Expert quotes in articles. Appearances on "best X in [city]" lists, which get scraped into AI answers directly. Real answers on Reddit and forums from a named account. Perplexity in particular will name the business with five outside mentions over the one with a perfect site and none.
6. Measure it
A fixed panel of 20 prompts your customers would type, run monthly across ChatGPT, Perplexity, Gemini and Google's AI mode, logging whether you appear and what's cited. Track referrals from chatgpt.com, perplexity.ai and copilot.microsoft.com in GA4. Rankings alone don't tell you.
What it costs to do this
Most of it is work rather than money: consistency, restructuring pages, building profiles. The technical fixes are a developer day. The off-site presence takes months and compounds. What we do for clients.