The New SEO: How to get featured in AI and ChatGPT

Recently, after numerous misdiagnoses from medical professionals, I asked ChatGPT: ‘Who is the best child dermatologist in *my city name*?’. It gave me six different options, and I picked one based on geographical location and the mentions of skin complaints in kids. I visited him and he was a fabulous dermatologist; thorough, patient, kind, and gentle with my son. He asked me, where did I find out about him?

Somewhat embarrassed, I said that ChatGPT had recommended him. He told me I was not the first- in fact, he was getting increasing numbers of referrals from ChatGPT. And this was not part of any marketing strategy. He doesn’t rank particularly well in Google search, he’s (only) got 600 Google reviews with an average of 4.8, he’s not paid for Google ads, he has Instagram accounts he intermittently uses with some engagement, and the website has some information but no blogs or real depth.

So how did he get recommended to me?

I figured I should go straight to the horse’s mouth, and ask ChatGPT.What Does Chat GPT Say About Being a Recommendation?

I asked ChatGPT how it makes these recommendations. It said:

1. That it checked for relevance for location, speciality, and my implied goals (such as experienced and trustworthy)
2. It used criteria to evaluate options, such as experience, qualifications, reviews, specialization, availability, clinic quality
3. ‘I used a live web search in your case because dermatologists update frequently, and you might want only currently open clinics’
4. It balanced the choices based on high reviews, specializations, and clinics with real online presence

I then asked it for the actual sources of information and ChatGPT told me it used:

• The website to confirm the occupation
• A specialist medical website to confirm his MBBS, MD in Dermatology
• Reviews from medical websites showing his high satisfaction rate
• Mentions on Reddit
• Google reviews, although it acknowledges these can be fake or unhelpful (for example if the receptionist was ‘rude’, that doesn’t reflect the quality of the doctor)
• The doctor’s active online presence helps to build trust if it’s active, credible, and adds value

It also said that while blogs can help with authority, credibility, engagement, and transparency, it’s not a ‘primary factor’ in making a decision.

I then asked ChatGPT to weight the factors in recommendations:

• Clinical qualifications are ranked highly
• Years of experience and skill are ranked highly
• Verified reviews and reputation are rankled highly
• Noting speciality is ranked highly
• Transparency in the fee structure is of medium importance
• The standards of the clinic are of medium importance

Educational blogs and social media presence are of low to medium importance. It notes that if the user asks for someone with a social media presence or if there are multiple options to recommend, their online social media becomes more important.

How Can You Get Recommended in ChatGPT?

The first thing to note is that every algorithm is different. This article is talking about a paid search on ChatGPT. Claude or Perplexity will possibly say something different, but will likely have similar strategies. We will do another blog soon about B2B companies, where things may be slightly different.

The second thing is that this is a long-term game. It’s not going to be an easy one-off fix. But, it is totally doable to get ChatGPT to notice you- and recommend you to your potential customers.

1. Be Super Transparent About The Basics

• Be on Google Maps and Google My Business, and make sure your contact details, opening hours, and photos of your premises are included.
• Post your prices on your website. This may feel awkward, but it’s not a barrier for the right customer.
• Have your qualifications listed (even if you’re not in a medical field, this can help you to gain credibility).
• Talk about how long you’ve been in business, and longevity of any staff. Mention specialities and talk precisely about what it is you offer.

2. Deliver Excellent Service

It goes without saying, but everything hinges on your service or product actually being good. Consistently good customer outcomes are vital.

3. Get Listed in Reputable Directories

This isn’t about quantity, but about quality. Ensure you are listed with all relevant information, on business directories that rank well in search engines.

4. Get Reviews About Specific Services

Ask for reviews from customers, and it doesn’t have to be on Google. Glassdoor, Practo, Yelp, Amazon, Tripadvisor, G2, Trustpilot, Better Business Bureau, Manta, YellowPages, the list of possible sites depends on your industry and country. Focus on verified or industry- specific review sites.

There is an art to asking customers for reviews, and you need to formulate a plan for which sites you prioritise. You’ll want customers to mention exactly what they purchased or experienced from you, whether it was a painless root canal procedure, most thorough gutter cleaning, or prettiest diary planner.

Make sure you respond to reviews too, and have clear and respectful responses to negative reviews.

5. Site Content and Blogs Help Your Legitimacy

While these may not be the deciding factor for ChatGPT, they help by providing context. For example, if you are a tutoring company, you’ll want to write about the ages of the kids you tutor, what subjects, and any learning disabilities you can help with.

Plan your website content around this. Don’t have a bunch of blogs talking about unrelated or peripherally related subjects; keep it tight, useful, and watch your credibility soar.

An FAQ page is a great option as it is helpful for site visitors, and also a great way to answer questions that ChatGPT has. The more information, the better.

Also, make sure your ‘About Us’ page is actually about you as a person, not just some bland business origin story. List key staff too, with achievements, qualifications, and other relevant information that can help to increase credibility.

6. Social Media Content Gives Credibility

You don’t have to be out there going viral, but you should have a presence. TikTok, Instagram, LinkedIn, hang out where your customers are. Post relevant and educational content that reinforces your expertise, shows you are legitimate, and post there regularly. This is especially true for lifestyle brands, services, and products.

How To Get Ignored by ChatGPT

If you want to ensure that ChatGPT thinks you’re a bad idea, post lots of spam. Try keyword stuffing and black-hat SEO and bad backlink strategies. Get fake reviews and provide false information.

All of these things are really hard to undo once they’ve done, they can create long-lasting and irreversible brand damage. So if anyone even suggests these things ‘to get started’ or as part of a strategy, RUN.

How Can You Get ChatGPT to Recommend Your Business?

Focus on improving visibility, earning trust, and being a credible, legitimate business. Be transparent and human. Think about your perfect customer, what they would benefit from, and form a marketing plan around them.

And the recommended medical service that ChatGPT recommended? He was incredible, correctly diagnosed the problem, prescribed medicines that worked, and then followed up a few weeks later with a message checking if my son’s issue was resolved.

That reminds me, I must go leave a review.