When someone asks Google for the “best plumber in Scottsdale,” they get a list of ten results. When someone asks ChatGPT the same question, they get a direct recommendation — usually two to four businesses presented as the answer. The mechanisms behind those two experiences are completely different.
What signals do AI systems use?
AI models don’t use PageRank, backlink profiles, or keyword density. Instead, they evaluate businesses based on signals that help them answer a core question: can I confidently recommend this business to someone who trusts my answer?
Does the business exist as a recognizable entity?
AI needs to identify your business as a distinct, real entity — not just a collection of web pages. Schema.org markup provides this identity. It tells AI your business name, address, phone number, what you do, where you operate, and how you connect to other platforms through sameAs links. Without this structured identity, AI is left guessing — and it often doesn’t guess at all.
Is the content structured for how people ask questions?
AI users ask questions in natural language: “How much does AC repair cost in Phoenix?” If your heading says “How much does AC repair cost in Phoenix?” — that’s a direct match for the AI query, and dramatically increases your likelihood of citation.
Does the site have technical AI infrastructure?
An llms.txt file curates your most important pages for AI crawlers. Robots.txt directives that allow AI crawlers like GPTBot ensure your content is actually accessible. Multiple Schema.org types give AI a rich, structured understanding of your content.
Can AI cite this business with confidence?
AI systems prefer to recommend businesses they can back up with evidence. Structured review data, specific quantified claims, and named case studies all give AI the confidence to cite you. Vague marketing language gives AI nothing to work with.
Is the information current?
AI systems weigh freshness heavily. A dateModified value in your schema, a current copyright year, and recently published content all signal that your information is trustworthy.