SEO and AI search: how to show up in Google's and ChatGPT's answers

More and more people search differently. Instead of typing "hotel Monteverde" and scanning ten results, they ask an assistant: "Which family hotel in Monteverde has good reviews and is close to the cloud forest?". Google shows AI-generated summaries above the results, and tools like ChatGPT, Gemini or Copilot answer with text, recommendations and links to their sources.

Does that mean SEO no longer matters? No. It means SEO is expanding: besides showing up in the results, you want to be one of the sources those answers use and cite.

How AI answers work

Each tool is different, but most follow a similar process:

1. They search for information in an index of web pages (Google's, Bing's or their own).
2. They select the sources they consider most relevant and trustworthy.
3. They write an answer summarizing those sources.
4. They show links to some of them.

So what makes a page do well in search engines (being crawlable, answering well, being trustworthy) is also the foundation for appearing in AI answers.

What your business can do

1. Let them read you

• Make sure your robots.txt doesn't block search crawlers. Some AI tools use their own crawlers for real-time search, separate from the ones that collect data to train models; you can allow some and block others as you see fit.
• Put important content in text, not just in images or PDFs.
• Keep your site fast and error-free.

2. Don't forget Bing

Several AI assistants rely on Bing's index as well as Google's. Register your site in Bing Webmaster Tools, submit your sitemap and check that your pages are indexed there too.

3. Answer specific questions clearly

AI answers cite passages that answer a question directly. It helps to:

• Open each section with the answer, then give the details.
• Use headings that are real customer questions.
• Include concrete facts: prices or ranges, hours, areas served, timelines, requirements.
• Add a frequently asked questions section.

4. Show first-hand experience

AI systems (and Google) favor content that adds something not found on a thousand similar pages: your experience, photos, processes, data, the view of someone who knows the trade. A generic article written as filler is unlikely to be the source that gets cited. More in niche content.

5. Be consistent across the web

When someone asks for "the best dentist in Escazú", the AI combines information from many sources: your site, your Google Business Profile, reviews, directories and media. Having the same name, services, address and phone everywhere, and having others speak well of you, makes it more likely you'll be mentioned.

6. Use structured data

Structured data (Organization, LocalBusiness, Product, FAQPage, Article) describes your business and content so machines understand it unambiguously. See our technical SEO guide.

7. Measure visits from AI

In Google Analytics you can see visits from assistants like ChatGPT, Copilot or Perplexity (they show up as referral sources). For most businesses there are still few, but they tend to be high-intent visits.

What doesn't change

• Nobody can guarantee an AI assistant will mention your business, just as nobody can guarantee first place on Google.
• Tricks don't work: filling pages with unreviewed generated text or repeating keywords won't make you a trusted source.
• The basics still rule: a technically sound site, useful content and a good reputation.

Frequently asked questions

Will AI replace Google?

Search is changing, but search engines are still one of the main ways people find businesses. The sensible approach is to rank well in search engines and be ready for AI answers at the same time.

Do I need an llms.txt file?

It's a recent proposal for guiding language models through a site's content. Google has said it doesn't use it for its results. You can have one, but it's not a priority compared with the basics.

Should I block AI crawlers?

It depends on your business. If you want to appear in assistants' answers, don't block their search crawlers. If you're concerned about your content being used to train models, you can block only the training crawlers.

Does writing with AI hurt my SEO?

Not using AI as such, but publishing content with no value does. You can use it as support, as long as you check the facts and add your own experience.

Want to get ready?

We review how Google, Bing and AI assistants see your site, and tell you what to improve first. Start with an SEO audit or tell us about your business.