How do you get your brand or website into the results of AI platforms like ChatGPT?

Consumer search behaviour is changing at breakneck speed. Where Google was the starting point of every online search for years, attention is now partly shifting to AI platforms such as ChatGPT, Google Gemini and Perplexity. Instead of going through countless websites themselves, users ask an AI a question and get a summary, advice or a list of suggestions straight away.

That has big consequences for businesses. Because if AIs summarise the internet, who decides which brands or websites get mentioned? And more importantly: how do you make sure your business becomes part of that answer?

This blog explains how AI platforms get their information, what you can and cannot influence, and how businesses can prepare for this new form of visibility.

AI as an intermediate layer for a new search experience

AIs such as ChatGPT do not search the web live, the way Google does. Instead, they work from a pre-trained model, combined with limited live updates or built-in search functions (as with ChatGPT Pro with its browsing feature or Perplexity.ai). This means many answers are based on a mix of:

• Public content collected earlier
• Access to certain databases or websites
• Their own logic and connections based on training

Some AIs state neatly where information comes from, including links. Others mention no source at all, which makes it harder to understand why certain brands or companies are or are not included.

Still, you can definitely exert influence.

How AI systems recognise brands

For AI systems, a brand is only relevant if it:

1. Is often mentioned in combination with a certain topic
2. Is present online through reliable, well-structured sources
3. Contains enough context to understand what the company does

A brand that is mentioned repeatedly in articles, social media, reviews and guides gets literally more ‘weight’ in the model. As with traditional SEO, authority works in your favour here too.

What determines your visibility in AI answers?

Although there is no magic button to appear in ChatGPT, there are factors that increase your chances considerably:

1. Strong branded content

Make sure your name, brand or domain is mentioned clearly and consistently in blogs, white papers, news articles and other forms of content. Avoid cryptic names or abbreviations without context. AI understands connections, but only when they are explicit enough.

2. Structured data

Using structured data (schema.org) on your website helps AIs to understand information better. Think of company details, product information, reviews and frequently asked questions. These semantic markings not only make your content easier to find for search engines, but also easier to understand for AI platforms that work via APIs or crawlers.

3. Backlinks and mentions

Like Google, AIs value external references. Is your brand regularly mentioned on relevant websites, blogs, lists or forums? That increases the chance that AI includes your name as an example or suggestion within a certain topic.

4. Consistency across platforms

Make sure your company information is the same everywhere. From LinkedIn to your website, from your Google Business profile to any external mentions. The more consistent your branding and core message, the better AIs understand and process it.

What can't you force?

It is important to understand that you have no direct control over what an AI like ChatGPT says. You can't claim a snippet as you can with Google, and you can't buy an ad to appear at the top of an answer.

What you can do is sow seeds. Visibility through AI arises from consistent, reliable and repeatable online behaviour. Just as PR pays off in the long term, the same applies here.

What if you aren't mentioned anywhere yet?

Then it is a matter of getting your basics in order first. Start with:

• A clear, informative website with structured content
• A blog that regularly shares valuable, niche-specific knowledge
• External mentions on platforms that AI consults (think Wikipedia, Yelp, trade associations, larger media)

You can also actively test what AI knows about you. Ask ChatGPT or Perplexity questions such as:

• “What are good online marketing agencies in Alkmaar?”
• “What kind of company is Talkpixels?”
• “Give examples of e-commerce specialists in the Netherlands”

Is your company not mentioned? Then you know where you have work to do.

What is the role of AI tools themselves?

Besides optimising for AI, you can also use AI to speed up this process. Think of:

• Analysis of content gaps: let AI tools search for your brand name and analyse where you are or are not mentioned
• Generating content for external platforms that AI regularly uses
• Simulating questions and checking which competitors are mentioned

Based on these insights you can run targeted campaigns to increase your visibility.

Conclusion

The rise of AI as a source of information is changing the online playing field fundamentally. Brands that previously went all-in on Google now also have to think about their visibility in conversation-driven systems such as ChatGPT. That visibility does not come by itself. It is earned through content, authority and smart positioning.

Businesses that understand this are building their presence in the AI layer of the internet now. Not to replace Google, but as an extension of their online reach.

Those who invest now in brand recognition, smart content and structural visibility will later be rewarded with a place in tomorrow's answers.