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More and more Canadians are turning to tools like ChatGPT to ask things like “What’s a good therapist in Scarborough?” or “Best criminal lawyer near me?”
And while you’ve worked on creating a brand presence on Google Maps and online search, it doesn’t guarantee consistent mentions on ChatGPT or other AI search engines.
You would ask me, “Why are people moving quickly to AI searches?”
Web users don’t want to scroll through 10 links or click on 3 different pages to compare options.
They want ChatGPT to scan everything, do the homework, and just tell them who to call.
AI search feels more personal. It gives fewer results, in a conversational tone, based on what it already knows about what works and what people like.
So, is Google dead?
Don’t get me wrong….Google search is still valid. In all 11 years of my experience in SEO, I’ve been asked this question 5-6 times.
In fact, how your website performs on traditional search directly impacts whether AI tools like ChatGPT mention your business in responses.
The real shift isn’t that people stopped trusting Google. They’re just tired of scrolling, comparing, and clicking through a maze of links. Tools like ChatGPT step in by simplifying the search experience by cutting through the clutter.
When someone types “best therapist near me who offers sliding scale,” they don’t want a directory page or three ads, they want to see the name, if your experience matches their needs, and how to contact you.
It scans online listings, service pages, blogs, and reviews, to find the user a short list of matches.
But here’s the thing: if your website, service pages, or local listings are missing key details, lack relevance, or haven’t been updated in years, you’re invisible to both Google and ChatGPT.
How do AI tools choose which businesses to mention?
Coming to my favourite part of this blog…
AI uses a more complicated process than Google to allocate ranks. Here’s how it works:
Clear, helpful website content
You might not outrank big players on Google, but if your content is clearer, more specific, and shows up on multiple platforms, ChatGPT can still “see” you as a trusted recommendation.
If you’re a therapist, explain the types of therapy you offer. If you’re a gym, list programs with who they’re for. Make it easy to understand, not stuffed with vague words like “transform” or “personalized.”
Depth in service pages
A single “What We Offer” page won’t cut it. You need one page per service, with complete information of the service, explaining complex terms, and FAQs… all written in client-focused language. Or what we call human-first content at T Parker Marketing. We help AI understand you, so it helps you rank consistently.
Recent, specific reviews
AI reads reviews, so if you have reviews that say “got help with panic attacks” or “passed my truck driving test on the first try”, it’s considered a stronger signal than “good experience.” Ask for feedback that speaks to what you actually do.
Online mentions beyond your site
If ChatGPT finds your name on news articles, podcasts, listing sites, or blogs, especially with consistent wording, it considers you more legit.
This is why SEO and digital PR are no longer two separate strategies. When paired together, they become your strongest tool in adapting to how users make searches now and will do in the next two to three decades.
What Makes a Business “Mention-Worthy”
Consistency across platforms
You can’t be “Sunrise Aesthetics School” on your site, “Sunrise Academy” on Instagram, and “Sunrise Beauty School” on Google. AI sees this as three different businesses. Pick one version and stick with it everywhere, including local citations and directories.
Tone and branding that reflect who you are
ChatGPT notices tone, so if your site sounds stiff but your reviews are friendly, it’s a mismatch. Your copy should reflect the experience people will get. If you’re casual and friendly, write that way. If you’re formal and professional, match that across your content.
Steady footprint, not sudden noise
AI trusts businesses with a track record, which means a one-time PR push won’t do much. But regular content updates, reviews, and mentions will help you build authority slowly and reliably.
ChatGPT vs Google Search — How They Recommend Services
While both search engines aim to satisfy user query, the logic they use is quite different.
| Google Search | ChatGPT |
| Ranks pages based on keywords, metadata, backlinks, and content structure | Mentions businesses based on web presence, citations, and helpful content |
| Prioritizes technical SEO: mobile speed, schema, page structure | Prioritizes reputation signals: reviews, backlinks, and summaries across content from websites and social media |
| Uses algorithmic matching (PageRank, EEAT) | Uses conversational trust (what’s already talked about online) |
| Displays links and maps, not brand names unless searched directly | Summarizes options and often names businesses directly |
| Good for users who want to compare multiple pages | Good for users who want a shortcut to the best answer |
How to Optimise for AI Mentions (For Service Businesses)
AI tools like ChatGPT scan thousands of websites, articles, and directories within seconds.
Here’s how you can start showing up in those responses:
1. List your services in plain language
Avoid fancy words or vague phrases that can influence AI. If you’re a therapist, write “Anxiety Therapy in Scarborough” instead of “Empowering Mental Wellness Journeys.” Use the same phrases your clients use when searching online.
2. Publish helpful content on your website
Write about the exact questions your clients ask. A person looking for a functional training gym might ask, “What’s the difference between strength and functional training?”. Another could write, “What happens at a first court appearance in Ontario?”
AI tools often pull from content that sounds educational and answers real questions from websites who have already answered them. It links to the sources, if the user wants to read about the topic or question in detail.
3. Focus on your Google Business Profile
Your Google listing feeds both SEO and AI tools. Fill out every field including a keyword-rich business description, list services and products with simple names and short descriptions, upload real photos, update business hours, include links, and post regular updates.
Include specific “services” and “products” with short, keyword-rich descriptions. For example:
- Gym: “Personal Training for Women in Hamilton”
- Law firm: “Estate Planning Packages in Burlington”
Here are some examples for products:
- Free Consultation
- School Tour
- Packages as limited time deals. Eg – $200 for two hydrafacial
4. Get high-quality backlinks
Strong backlinks from local news, respected directories, or niche blogs show that your business is trustworthy. Reach out to other local businesses and offer to write a blog for them and get a link mentioned in exchange. Digital PR helps as well.
5. Improve your site’s technical health
Slow websites, broken links, or confusing mobile layouts hurt your SEO and AI discoverability. Regular audits help you fix load speed, SSL errors, and mobile usability. As a growing service-based business, you must have a SEO specialist on retainer to ensure your website complies with regulations, is secure, complete with updated information, and loads quickly.
6. Build topical authority over time
AI tools are more likely to recommend a business that shows consistent expertise in one area. If you’re a family lawyer in Hamilton, publish blogs, FAQs, and guides that relate to family law in your region. You can also write about interesting cases you handled, its outcome, and tips for people in similar situations.
Digital Marketing Agency in Mississauga
Most service business owners don’t have time to reverse-engineer how AI tools rank content. That’s where we come in.
As a digital marketing agency in Mississauga, we’ve been helping therapy clinics, gyms, law firms, and trade schools build content and local visibility since 2022. Our SEO strategies have evolved to incorporate emerging tools like ChatGPT and help our clients rank on them.
We pair content strategy with local SEO, backlink development, website optimization, and technical SEO to build you a lead generation system.
Book a free strategy call with our boutique marketing agency and see what focused, strategy-first support feels like.
Frequently Asked Questions
Do I need backlinks to rank in ChatGPT?
Yes, because backlinks tell AI tools your site has authority. Without them, your website looks like it’s not trusted by others. You don’t need thousands, but strong links from real sources like news sites, directories, or niche publications can make a major difference.
If I already rank on Google, will I rank on AI tools too?
Yes… and no. Ranking high on Google increases your chances, but AI tools also scan forums, reviews, blogs, and context. If your brand is only showing up in one place, it might still get ignored by AI even if you dominate traditional search.
Do reviews and testimonials matter for AI recommendations?
Absolutely, they do. AI tools pick up on review content across Google Maps, your website, and other platforms. They scan for volume, keywords, sentiment, and patterns. Reviews must be detailed to include your client or customer’s experience with you, anything particular that they liked, and why they recommend your business.
Can I rank on ChatGPT if I don’t have a blog?
No. If you don’t have written content, there’s little for AI to pull from. Your blog is how you answer questions and prove your expertise. Even short, well-written and structured articles can help ChatGPT recognize your business as an expert in its field.
Does ChatGPT favour big brands over small local businesses?
I asked this question to ChatGPT and here’s its response:
“As ChatGPT, I do not prefer big brands—but I notice them more. If a local business has consistent reviews, helpful content, press mentions, and strong SEO, it can absolutely show up over a bigger brand. Most AI outputs reflect what’s available, not who has the biggest budget.”
Is schema markup still important for AI tools like ChatGPT?
Yes, and it’s becoming even more important. Schema helps AI understand your content better. Marking up reviews, service areas, FAQ sections, and location info helps your website talk to AI in a language it understands.
Can I do this myself or do I need a marketing agency?
You can start it yourself by writing blogs, updating listings, and getting reviews. But long-term growth demands long-term strategy and consistency. That’s where a local marketing partner like T Parker Marketing, can help. We focus on one business at a time, build systems that fit your niche, and track what actually drives leads.
