How to get ChatGPT to recommend your business – 7 steps

Step 1. Check your starting point

Before you change anything, see where you stand. Ask ChatGPT, Gemini, Perplexity and Claude 5–10 questions your customers would ask – e.g. “best business law firm in Warsaw” or “who does good SEO for e-commerce?”. Note whether your business appears, whom AI recommends instead and which sources it cites. You’ll find a ready list of questions and a table in How to check if AI recommends your business.

Step 2. Let AI crawlers read your site

AI search engines use their own crawlers. If your robots.txt blocks them, your site won’t make it into their answers. Make sure AI crawlers have access, e.g.:

User-agent: OAI-SearchBot
Allow: /

User-agent: ChatGPT-User
Allow: /

User-agent: GPTBot
Allow: /

User-agent: PerplexityBot
Allow: /

User-agent: ClaudeBot
Allow: /

User-agent: Google-Extended
Allow: /

It also matters that your key content is in plain HTML rather than loaded only by JavaScript – not every AI crawler runs it.

Step 3. Describe your business in one clear sentence – the same everywhere

AI models like simple, unambiguous definitions. Prepare one sentence that says who you are, what you do, for whom and where, e.g.:

“Nowak Law is a Warsaw law firm specializing in business law and disputes between companies.”

Use the same description (and the same name, address and contact details) on your website, in your Google Business Profile, in industry directories and on social media. Consistency helps AI connect all the information into one trustworthy picture of your business.

Step 4. Create content that answers customer questions

AI quotes content that directly answers the question asked. On your website and blog:

• start sections with a short, specific answer, then expand,
• use headings phrased as the questions customers ask,
• add an FAQ section with real questions from customer conversations,
• publish comparisons and roundups (e.g. “how to choose a business law firm – 5 criteria”),
• give specifics: specializations, locations, scope of services, example projects, indicative prices.

Step 5. Add structured data (schema.org)

Structured data describes your business in a machine-readable format. It tells search engines and AI systems that a page describes a company, a service or answers to questions. The most useful types are:

• Organization or LocalBusiness – name, logo, address, contact,
• Service – a description of your services,
• FAQPage – questions and answers,
• Article / BlogPosting – expert articles with an author and date.

Step 6. Earn mentions and citations in trusted sources

This is the most important and most often skipped step. AI rarely recommends a business based only on its own website – it looks for confirmation in independent sources. Make sure you’re present in:

• industry rankings and roundups (“best law firms in Warsaw”),
• industry and local media – interviews, expert comments, guest articles,
• business directories and your Google Business Profile,
• customer reviews on external platforms,
• discussions and answers on industry forums.

Step 7. Monitor AI answers and update your content

AI answers change over time. Repeat the test from step 1 every month, record the results and compare them. Update your content when AI gives outdated or wrong information about your business, and strengthen topics where competitors still win.

What not to do

• Don’t stuff keywords – AI models judge meaning and quality, not how often a phrase repeats.
• Don’t publish fake reviews or rankings – it’s a legal and reputational risk, and AI is getting better at spotting inconsistencies.
• Don’t hide text “for AI” – hidden instructions for models are manipulation that search engines penalize.

Frequently asked questions