How to appear in AI assistants

Get mentioned and cited by the AI engines that answer your customers' buying questions. A practical guide, engine by engine.

ChatGPT, Gemini, Perplexity, Claude, Copilot and Google's AI Overviews do not all find their answers the same way. Some search the web for nearly every question, some answer mostly from training and search only when needed, and Google's AI features sit on top of the Search index. That difference decides what to fix first, so start with how each engine sources answers, then open its guide.

How each engine sources its answers

Engine	Where its answers come from	What to prioritize
ChatGPT	Training memory, plus web search through third-party providers (Bing is one) when the question calls for it	Independent mentions, and letting OAI-SearchBot in
Perplexity	A live web search on nearly every question, with numbered citations	Answer-first pages, dated facts and visible evidence
Google Gemini	Training plus grounding in Google Search results	Healthy Google SEO and consistent entity facts
Google AI Overviews	The Google Search index; supporting links come from indexed, snippet-eligible pages	Eligibility, passages that answer sub-questions and follow-up coverage
Claude	Training, plus web search when it is on, with inline citations	Verifiable facts, and a robots.txt rule for each of its three bots
Microsoft Copilot	Bing's search index, with cited sources	Bing Webmaster Tools, IndexNow and fresh pages

What works on every engine

Be crawlable: let the right bots in, keep key pages server-rendered and don't hide answers behind popups or login walls.
State your facts plainly: one clear description of what you do, for whom and where, repeated consistently across your site and profiles.
Answer real buying questions on dedicated pages that open with the answer and back it with evidence.
Get corroborated: independent reviews, directories and press give engines evidence beyond your own claims.

Then measure each engine separately. A page that Perplexity cites can be invisible to ChatGPT, and a Google ranking does not guarantee a mention anywhere else.

Pick an engine

Background reading

GEO (Generative Engine Optimization) · AI visibility · Share of voice (AI search)

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