AI Website Optimization: How to Make Your Business Visible in ChatGPT and AI Search

Customer acquisition no longer begins and ends with Google. People are increasingly turning to ChatGPT and other AI systems, not with a brief query, but with a full description of their situation:

I'm looking for a company to build a large online store with integrated warehouse and accounting systems. Who should I choose in Ukraine?

Users can immediately specify their budget, industry, preferred technology, timeline, and constraints. In response, they receive not ten pages of search results, but a brief explanation and a few recommended options.

For businesses, this means the emergence of a new channel for attracting customers—AI search. If ChatGPT misunderstands what a company does, fails to find evidence of its expertise, or doesn’t see important pages on the website at all, the business may not appear in the results.

That’s exactly why we at Glyanec have launched a new service—comprehensive SEO and AI website optimization.

I, Anatoliy Zaika, would like to explain what exactly this work entails, why it cannot be replaced by a single technical file, and what results the client will receive.

How the Search Feature in ChatGPT Has Changed Things

In a standard search, a user enters a few words, browses the links and compares companies themselves. With ChatGPT, they can simply ask:

• select a few service providers;
• compare their services;
• outline the advantages and limitations;
• explain who each solution is suitable for;
• check their experience, geographical coverage and estimated budget;
• provide links to sources.

For this reason, it is no longer enough for a company simply to appear in search results. Information about it must be accessible, unambiguous, informative and verified.

OpenAI explicitly states that, for a website to appear in ChatGPT Search results, access must be granted to the OAI-SearchBot. However, search access and permission to use materials for training models are governed separately. This is described in more detail in OpenAI’s official documentation.

Google also emphasises that there is no single ‘magic’ technology for generative search: useful, unique content and standard SEO practices remain the foundation. This is outlined in Google Search Central’s guidelines on generative AI search.

AI optimisation therefore does not replace SEO. It complements it and involves working on how artificial intelligence systems find, match and reproduce information about a business.

Why a single file or module is not enough

Simple solutions have already appeared on the market: uploading a separate file to the website, installing a module, automatically generating several articles, or obtaining a report listing errors.

Such tools may form part of the process, but they are unable to address the main problem — an inaccurate or incomplete digital representation of the business.

No file will determine:

• which of the figures on the website is correct;
• which services the company no longer provides;
• which areas have become priorities;
• which clients the business wishes to work with;
• which guarantees are actually valid;
• which claims can be substantiated;
• what information is permitted to be published on behalf of the company.

If the homepage states 15 years in business, the ‘About Us’ section mentions 17, and the English version still shows 12, the AI system won’t know which figure is correct.

If a company uses several names but the relationship between them is not explained, artificial intelligence may perceive them as different organisations.

If a business calls itself a market leader but does not specify the metric or source, to the AI this remains a marketing claim rather than a verified fact.

That is why our work begins not with generating text, but with researching the company.

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How we carry out SEO and AI optimisation

1. We record the initial state

Before making any changes, we assess how the website and the company are currently presented.

We compile a test set of queries relating to actual services and target customers.

Let’s check:

• whether the company is mentioned in the AI’s responses;
• which non-branded search queries it appears for;
• how its services are described;
• which facts are reproduced correctly and which contain errors;
• which pages are used as sources;
• which competitors the AI recommends more frequently.

Non-branded searches are particularly important. These are situations where a potential customer does not yet know the company’s name and is simply asking for help with their choice.

We record the results so that, once the work is complete, we can carry out a follow-up check using the same methodology.

2. We carry out a comprehensive website audit

We check the structure, content, indexing, language versions, duplicates, redirects, canonical URLs, speed, mobile version and technical accessibility of the pages.

We also analyse separately whether search engines and AI bots can access the full content of the page. Important information must not be hidden behind login requirements, complex scripts, buttons or security measures that block automated access.

The audit highlights issues, but does not yet provide answers. An automated system does not know how the business actually operates. Therefore, the next step is to speak to the decision-makers.

3. We are conducting interviews with the owner and senior management

We’re finding out:

• which products or services are the core offerings;
• which areas the company plans to develop;
• who the target customer is;
• what types of orders the company does not accept;
• what the geographical scope of operations is;
• whether there is a minimum budget;
• what factors determine the price and deadlines;
• what guarantees and limitations the product has;
• what results can be verified;
• what content on the website is already out of date.

It is very often the case that a website presents a company as it was three or five years ago. During this time, services, clients, budgets and the business model itself may have changed, but the website continues to convey the old positioning.

A person can ring a manager to clarify the details. Artificial intelligence works with the information it has found. Therefore, an outdated website directly affects how AI describes the business.

4. Creating a single factual basis

Based on the results of the interview, we compile a consistent profile of the company:

• official and alternative names;
• main services;
• geographical scope of operations;
• target customer groups;
• experience;
• terms of cooperation;
• warranties and limitations;
• contact details;
• facts that may be used publicly;
• evidence to support key claims.

This information must be used consistently on the homepage, in the ‘About Us’ section, on the services pages, in publications, contact details, language versions and official external profiles.

Our task is not to come up with a more appealing description, but to ensure that the digital representation of the business is accurate, consistent and credible.

5. We analyse enquiries from potential customers

A standard list of keywords is no longer enough. People are asking AI complex questions and providing the full context.

For example:

• which solution is best suited to a large online shop;
• how a ready-made system differs from a bespoke solution;
• when it is not worth commissioning a complex corporate website;
• what factors influence the cost;
• what risks arise when migrating to another platform;
• how to choose a contractor.

We categorise these queries according to the stages of the decision-making process and check whether the website provides comprehensive answers.

We then draw up a new content map: we determine what needs to be retained, merged, updated, shortened or created.

6. We rework content

We’re not asking artificial intelligence simply to rewrite all the pages. AI helps us deal with large amounts of information, but it doesn’t know the company better than its owner does.

That is why we:

• we remove empty marketing phrases;
• we include specific facts, conditions and examples;
• we answer customers’ real questions;
• explain not only the benefits but also the limitations;
• clarify who each solution is suitable for;
• show what the price and timelines depend on;
• include comparisons where the customer actually has a choice;
• specify the date on which variable information is current;
• link important statements to evidence.

Every important section must remain clear even when the AI quotes or paraphrases it without the rest of the page.

7. We are making technical changes directly to the website

Content without proper technical implementation may remain invisible.

Our team:

• configures access for search engines and AI bots;
• checks the robots.txt file, indexing rules and the sitemap;
• resolves false blocks imposed by CDNs, WAFs and security systems;
• corrects duplicates, canonical URLs and redirects;
• checks language versions;
• implements structured data;
• modifies templates and content types;
• improves speed, the mobile version and accessibility;
• creates centralised management of key facts.

Structured data must correspond to the visible content of the page. The schema.org markup alone is not enough if the website lacks the relevant information or if it contradicts other pages.

This is no longer the job of a single SEO specialist. Analysts, editors, designers, front-end developers, programmers and system administrators are all involved in the process.

8. We are coordinating external sources

ChatGPT and other AI systems can source information from more than just a company’s website.

We check maps, directories, partner pages, official profiles and other public sources. If different names, telephone numbers, addresses or services are listed in different places, these discrepancies need to be resolved.

We do not create fake reviews, post spam or distribute identical texts across dozens of platforms. The aim is to ensure that the actual facts about the company are consistent and verifiable.

9. We check the result again

Once the changes have been implemented, we carry out a follow-up technical and content audit. We then resubmit the test queries to the AI systems.

Let’s compare:

• the frequency with which the company is mentioned;
• the search queries that lead to it appearing in recommendations;
• the accuracy of the description of services and facts;
• the pages used as sources;
• the presence of competitors;
• changes in organic traffic and enquiries.

It is advisable to analyse the initial results after around three months, with the next review taking place after six months. SEO and AI optimisation have a cumulative effect: the systems need time to rescan the pages, update their indexes and start using the new information.

What the customer receives

The client receives not a PDF file listing the issues, but the changes that have been implemented:

• an audit of the website and the company’s digital presence;
• interviews with the owner and key staff members;
• a collated set of facts;
• a map of potential clients’ enquiries;
• an updated page structure;
• edited and new content;
• technical changes directly on the website;
• structured data;
• verification of external official sources;
• initial and follow-up performance measurement.

On average, this kind of work takes two to three months, as it involves several departments and requires the coordination of a large amount of information.

Can a recommendation be guaranteed on ChatGPT?

No. No reputable company can guarantee a specific position or consistent appearance in the responses from ChatGPT, Gemini or any other AI system.

Algorithms change, and responses depend on the wording of the query, the user’s location, available sources and other factors beyond the website owner’s control.

We can guarantee the completion of the agreed scope of work: checking the website’s accessibility, resolving inconsistencies, improving the structure and content, implementing technical changes and re-measuring.

The aim of AI optimisation is to create conditions under which it is easier for systems to find, correctly understand and verify information about the company.

Who needs AI optimisation?

First and foremost, this service is relevant for companies that:

• operate in a competitive market;
• attract a significant proportion of their customers online;
• have a large or outdated website;
• offer multiple language versions;
• offer complex products or services;
• cater to a wide range of sectors and customer types;
• have changed their positioning but have not yet updated their website;
• wish to prepare for the expansion of search via ChatGPT and other AI systems.

The more complex a business is, the more important it is to explain it properly, not only to people but also to machines.

AI optimisation involves working on the digital representation of the business itself

A website is a source of information about a real company. If the facts contradict each other, services are described in general terms, the pages don’t answer customers’ questions, and key claims cannot be verified, installing a single module won’t fix this.

That’s why at Glyanec, we view SEO and AI optimization as a comprehensive effort to enhance a business’s digital presence:

from conversations with the owner and fact-checking to restructuring, content updates, code modifications, and re-evaluating the results.

If your company needs not just an automated report but comprehensive AI-driven website optimization with practical implementation of changes, contact Glyanec.

Call us at 0 800 750 751 or submit a request on our website at gl.ua

Glyanec stands for reliability. Proven by experience.