Ask ChatGPT or Perplexity for “a good accountant in Perth” and it will usually name a few businesses. Nobody outside the AI companies knows exactly how each tool chooses, and each one works a little differently. But the patterns are clear, and they point to the same signals.
1. Relevance to the question
The AI looks for businesses that clearly match what was asked: the service, the location and any details such as “fixed fees” or “after hours”. If your website doesn’t say it clearly, the AI can’t match you to it.
2. Clear, readable information
AI tools favour pages that state facts plainly: what you do, where you are, who you serve, prices or price ranges, and how to contact you. Vague marketing language gives them little to work with.
3. Consistency across the web
When your business name, address, phone number and services match across your website, Google Business Profile and directories, AI tools are more confident the information is correct.
4. Reputation and reviews
Genuine reviews and mentions on trusted sites help show that real customers use and recommend you.
5. Mentions from other sources
Being mentioned in local news, industry associations, partner websites and respected directories gives AI more independent evidence about you.
6. Structured data
Schema markup tells AI tools exactly what your business is, your location, your services and your opening hours, in a format machines read easily.
7. Freshness
Up-to-date information is more trustworthy. Outdated pages can cause AI to describe you incorrectly or skip you.
What you can’t control, and what you can
You can’t pay ChatGPT to recommend you, and no one can guarantee a spot in AI answers. What you can do is make your information clear, consistent and trustworthy everywhere AI looks. That is the work we do: see how our process works.