The way people search for businesses is changing. Alongside traditional Google searches, a growing number of people are now using AI tools like ChatGPT, Perplexity and Google AI Mode to find local services, compare options and make decisions. If your business doesn't show up in these results, you're missing an increasingly important source of new customers.
What Is AI Search?
AI search refers to platforms that use artificial intelligence to generate answers directly rather than simply returning a list of links. Instead of clicking through to a website, users get a summarised response that may cite specific businesses, services or sources.
Google AI Mode and AI Overviews now appear in over 25% of searches in the US, and that number is growing rapidly in the UK. Perplexity and ChatGPT are increasingly being used to answer questions like "who's the best web designer near East Grinstead?" or "which local accountants have good reviews?"
Why It Matters for Small Businesses
Traditional SEO focused on getting your page to rank on Google's first page. AI search works differently — it summarises information from multiple sources and presents an answer. If your website doesn't clearly communicate what you do, who you serve and where you're based, AI systems will simply skip past you and cite a competitor instead.
How to Get Found on AI Search Platforms
Be Clear About What You Do and Where
Your website needs to state plainly and consistently what services you offer, who they're for and where you operate. AI systems pull this information from your pages — if it's buried in vague marketing language, they can't use it. Clear service pages with specific location information perform significantly better in AI search results.
Use Structured Data (Schema)
Schema markup is code added to your website that tells search engines and AI systems exactly what your business is, what you offer and where you're based. A LocalBusiness schema with your name, address, phone number, opening hours and service list gives AI platforms the structured information they need to cite you confidently. We include this on every site we build.
Build Genuine Reviews and Reputation
AI systems look for trust signals. Verified reviews on Trustpilot, Google Business Profile and other platforms help establish that your business is real, reliable and worth recommending. Fresh, genuine reviews that mention your services and location carry the most weight.
Keep Your Google Business Profile Up to Date
Your Google Business Profile feeds directly into Google AI Mode and local search results. Make sure your categories, services, opening hours and contact details are accurate and complete. Add photos, respond to reviews and post updates regularly.
Publish Helpful, Specific Content
AI platforms cite sources that provide genuine, useful information. Blog posts, service pages and FAQ sections that answer real questions your customers ask are far more likely to be referenced in AI-generated answers than generic company blurb.
- Write clear, specific service pages with your location
- Add LocalBusiness schema markup to your site
- Build and maintain genuine Trustpilot and Google reviews
- Keep your Google Business Profile accurate and active
- Publish helpful content that answers real customer questions
The Opportunity for Small Businesses
Most small businesses haven't yet optimised for AI search. That's an advantage right now. Businesses that take these steps in 2026 will build visibility on AI platforms before their competitors catch on, establishing a presence that becomes harder to displace over time.
At A91 Design, we include LLM optimisation — structured data, clear content architecture and trust signal setup — in all our SEO work. It's not an optional extra, it's becoming a fundamental part of being found online.
Run a free audit on your current site and see how it performs — or get in touch and we'll talk through your SEO and LLM optimisation options.