AI Search: How to Get Your Business Found on ChatGPT, Claude & Perplexity.

What You Need to Know

77.97% of AI search goes through ChatGPT. Most NZ businesses aren't set up for this yet. When someone asks AI for recommendations in your industry, you're either mentioned or you're not in the conversation.

What works: FAQ sections on key pages. Schema markup so AI platforms understand your content. Building authority beyond your own website.

What it takes: 2-3 months to start appearing. 4-6 months for consistent mentions.

Can you do it yourself? The basics, yes. The technical implementation typically requires specialist expertise.

The Shift in Search

Search behaviour is changing.

77.97% of AI search traffic goes through ChatGPT. 15.10% through Perplexity. AI traffic grew 7x from 2024 to 2025. Only 40.3% of Google searches now result in a click.

When someone asks ChatGPT "Who should I hire for digital marketing in Christchurch?" your business either shows up in that answer, or you're not part of the conversation.

Most New Zealand businesses aren't set up for this yet. Your competitors are focused entirely on Google while potential customers increasingly research via AI. Early adoption creates lasting advantage.

Note: We use "marketing agency" as an example throughout, but these strategies work for trades, consulting, retail, and professional services. Adjust to your industry.

How AI Search Actually Works

Google shows you links to click. You navigate to websites, read content, and make decisions based on what you find.

AI platforms work differently. Someone asks "Who does website design in Christchurch?" and receives a direct answer with specific recommendations and reasoning. There's no list of links to sort through.

Being mentioned in that answer matters even without clicks. It's visibility and credibility at the exact moment someone's making a decision.

Different platforms favour different things. ChatGPT prefers well-structured content from recognised brands. Perplexity prioritises fresh content. Claude values detailed information. Gemini emphasises fact-checking and clear citations.

They all reward the same fundamentals: clear writing, genuine authority, and explicit content structure.

Why This Matters

Your potential customers research via AI now. A business owner considering their options doesn't spend an hour clicking through Google results. They ask ChatGPT or Perplexity for recommendations and receive a curated answer in seconds.

If you're not cited, you're missing the conversation entirely. They're comparing three or four businesses that were mentioned. Yours isn't among them.

Early movers compound their advantage. Once these platforms recognise your brand as authoritative in your category, that positioning reinforces itself. Every citation builds more credibility.

Most competitors haven't adapted to this shift yet. The opportunity for early movers remains significant.

How to Optimise Your Business for AI Search

How do I make my content AI-readable?

Answer the question first, then provide supporting detail.

If someone asks "How much does SEO cost in New Zealand?" answer in your first sentence: "SEO services in New Zealand cost $2,000-$5,000 per month." Then explain why it varies.

Use short paragraphs of 2-3 sentences. Provide clear headings. Use bullet points for lists and tables for comparisons.

If your answer is buried several paragraphs down, these platforms will cite a competitor who answered upfront.

What questions should my website answer?

The exact questions your customers ask during sales calls.

Keep a running list. Turn each question into content on your website.

People ask conversational questions:

• "Should I hire an agency or do it myself?"

• "What's the difference between SEO and Google Ads?"

• "How much does website design cost in Christchurch?"

Use the question as your heading. Answer it directly underneath. Write the way people actually speak.

Should I add FAQ sections to my website?

FAQ sections work well on service pages and landing pages where people are actively researching.

Answer 5-7 real questions per page. Keep answers to 2-4 sentences. Be direct and honest.

This format works particularly well because it's already structured as question-answer pairs, which matches how these platforms process information.

How do I build authority outside my website?

Get mentioned on websites people trust.

These platforms judge your credibility by where else you appear, not just what you say about yourself.

Effective strategies include:

• Joining local business directories (Christchurch Chamber of Commerce, industry associations)

• Writing articles for industry publications

• Speaking at business events or running workshops

• Being quoted in news articles or business roundups

• Publishing your own research or data that other sites will reference

Build your founder's personal brand alongside your company. These platforms recognise individuals as much as businesses. LinkedIn activity and speaking engagements strengthen credibility.

What is schema markup and do I need it?

Yes, you need it.

Think of it like labels on a filing cabinet. Without labels, someone has to open drawers and read through files to understand what's inside. With labels, they know immediately.

Schema markup is code you add to your website (invisible to visitors) that labels your content: "This is our business name. This is our address. This is a list of our services. This is an FAQ section."

Four types you need:

• Organization: Your business details (name, location, services, contact information)

• LocalBusiness: Your address and service area

• Service: Each specific service you offer

• FAQPage: Labels your FAQ sections as questions and answers

How do I test if AI can find my business?

Ask each platform about your services once a month.

Open ChatGPT, Perplexity, Claude, and Gemini. Ask each:

• "Best [your service] in Christchurch"

• "Who does [your service] in Christchurch?"

• "Recommend a [your service] in New Zealand"

Document whether you're mentioned. Check if the information is accurate. Note who else appears and what they might be doing differently.

Track this monthly. You should see improvement within 2-3 months if you're implementing consistently.

Should I create content in multiple formats?

Yes. Multiple formats signal depth and authority.

If you publish a blog post, also create a short video covering the same topic. Turn it into a one-page visual if appropriate.

Video is particularly effective. YouTube is owned by Google, and ChatGPT has started incorporating video content. A video with accurate captions and a clear description has a higher chance of being cited than text alone.

Downloadable resources such as templates, checklists, and guides also perform well because other sites link to them.

How long until I see results?

2-3 months for initial mentions. 4-6 months for consistent authority.

Visibility compounds over time. Early positioning creates lasting advantage. Businesses that start now will be established authorities while competitors are still understanding what this shift means.

Do I still need traditional SEO?

YES. Google still drives significant traffic.

Search behaviour is diversifying, not disappearing. You need visibility on both Google and AI platforms.

The work overlaps substantially. Clear content structure, genuine authority, and proper technical setup benefit both.

Your Next Steps

Three actions to start this week:

1. Test your current AI visibility. Open ChatGPT and Perplexity. Ask about services in your industry and location. See if you appear. That's your baseline.

2. Add FAQ sections to key pages. Write 5 questions customers actually ask you. Answer each in 2-4 sentences. Direct and honest.

3. Audit your content structure. Review your main service pages. Do they answer questions in the first sentence? If not, restructure them to lead with the answer.

These steps take a few hours. They establish the foundation these platforms need to recognise and cite your business.