The key is creating genuinely helpful content for real people, not generic AI-generated fluff that these models are learning to ignore. While AI discoverability is important, smart businesses don't put all their eggs in one basket.

Last month, a financial advisor called us frustrated. "My competitor keeps getting recommended by ChatGPT when people ask for financial help in our area," she said. "I've been in business for fifteen years, but the AI always suggests them instead of me."

The difference? Her competitor had a complete digital presence—detailed Google Business profile, active social media, helpful blog posts, and consistent information everywhere. Our client, despite her experience, was virtually invisible to AI.

This is happening across every industry. Your potential customers are having conversations with AI assistants, asking "Who's a good marketing agency for nonprofits?" or "What web designer should I use for my law firm?"

How AI Decides Who Gets Recommended

When someone asks ChatGPT for a business recommendation, it scans multiple sources across the internet for signals that indicate quality and legitimacy. Your Google Business Profile carries the most weight—AI models treat complete, well-maintained Google listings as primary sources of truth.

Better Business Bureau ratings, social media presence, and website content depth all factor into AI recommendations. But here's what surprised our financial advisor client: AI models evaluate whether you actually demonstrate expertise, not just keywords.

The Content That Wins

The internet is flooding with "AI slop"—generic, formulaic content obviously generated by AI tools. AI models are getting better at recognizing this junk and avoiding it.

This creates an opportunity. When you write about actual client situations, specific challenges you've solved, or lessons learned in your industry, you're creating content AI tools can't replicate.

Our financial advisor started writing about real scenarios: "What to do when your 401k drops 20%" and "Why your financial advisor should return your calls within 24 hours." These weren't generic tips—they were insights from fifteen years of experience. AI models recognized this original content and started including her in recommendations.