How to Show Up in AI Search (Even Without a Big SEO Budget)
The search landscape is changing, so I wanted to share an article with you that is practical and helpful. Here’s how to stay visible in the age of ChatGPT, Google AI, and smarter search engines.
There’s a shift happening in how people discover businesses online, and if you’re a small business owner, agency or founder, this is something you’ll want to understand.
Because we’re not just Googling anymore. We’re asking.
“Best wellness retreats in Byron Bay?”
“Marketing strategy tips for creatives?”
“How do I grow my personal brand in 2025?”
And increasingly, we’re not clicking through to page 2 of a search engine. We’re relying on AI platforms like Google’s Search Generative Experience (SGE), ChatGPT, Bing Copilot, and Perplexity, to scan the web and give us the answer directly.
So the question then becomes: how do you make sure your business shows up in AI search results?
And the good news? You don’t need a giant budget or a complicated SEO strategy to do it.
In fact, you might just have an advantage.
What is AI Search (and How Is It Different from Traditional SEO)?
Traditional SEO is all about optimising your website to appear in the search results, using keywords, backlinks, and technical fixes to convince the algorithm you’re worth clicking on.
AI Search is more human-first. Tools like ChatGPT and Google’s SGE use natural language AI models to answer people’s questions using content from across the web. This includes blogs, social posts, podcasts, YouTube transcripts, and more — not just websites.
So while SEO still matters, visibility in AI tools depends less on ranking and more on:
Having useful, relevant content
Being cited or linked elsewhere
Showing up consistently across platforms
Which, if you’re a small business, is actually something you can totally do (and probably are doing already).
Why This Matters for Small Businesses & Founders
For years, SEO has been dominated by big players. Large companies can afford teams of SEO specialists, content writers, and ad spend to stay at the top.
But now? The playing field is changing.
AI tools aren’t looking for the biggest business, they’re looking for the most relevant and most helpful content.
That means smaller, more agile brands (like yours) can show up and shine, with the right content in the right places.
7 Ways to Show Up in AI Search (Without the Overwhelm)
1. Create long-form, helpful content that actually answers questions
AI platforms are trained on useful content. So think about your audience — what are they Googling? What are they asking ChatGPT? Your blog posts, newsletters and articles should answer real questions with depth, clarity and care. Think: how-to guides, insights, trend commentary, and founder perspectives.
2. Use natural language, not just keywords
While SEO is still part of the equation, AI search tools are trained on how people actually speak. Instead of focusing solely on keywords like “wellness marketing strategy,” try weaving in questions and phrases like “how to market a wellness brand” or “ways to attract aligned clients online.” This mirrors real search intent.
3. Show up in more places than just your website
AI tools scan LinkedIn posts, YouTube transcripts, podcast show notes, guest blogs — even comment sections. So get visible in multiple places, especially where your audience already spends time.
4. Be consistent with your voice, topics, and expertise
Thought leadership and topic relevance matter. If you want to be known for something, show up regularly around that subject — whether it’s sustainable fashion, creative brand strategy, or holistic health. That repetition builds trust and relevance with AI.
5. Make your personal brand findable
Your name matters as much as your business name. Use both in bios, author credits, and bylines. Write as yourself. AI is increasingly surfacing individual experts, not just brand accounts, so let your voice lead.
6. Get cited and linked (in real, human ways)
Being mentioned or linked by other sites increases your credibility in AI’s eyes. This could look like being quoted in a media article, collaborating with a partner brand, or publishing on LinkedIn and having others share your post.
7. Write like a human and centre people, not algorithms
This is what will set you apart. AI tools are scanning the web for content that people find helpful. When you write with empathy, clarity and originality — when you speak to your audience rather than at them — it shows.
A Final Thought
Visibility is no longer just about algorithms. It’s about relevance, credibility, and human connection.
If you’re creating thoughtful content that supports your audience and you’re showing up in more than one place online — you’re already doing the work.
This is a moment where small businesses can move quicker, get more intentional, and build a presence that isn’t just searchable… it’s memorable.
And if you want support creating this kind of thought leadership content? That’s exactly what I help with.
Learn more about my Thought Leadership Program or DM me if you want to explore how to build visibility — in all the right ways.