Getting Found in ChatGPT and Claude, Not Just Google

You know the old refrain: if you want customers from the internet, you need to rank high on Google. That's still true, but something has shifted. A growing share of your potential customers no longer start their search on Google — they simply type their question into ChatGPT or Claude. „Which hairdresser near me is good with curls?” or „I'm looking for a burnout coach in Rotterdam, what are my options?” And instead of ten blue links, they get a single ready-made answer with a handful of names in it.

The question for you as a business owner is simple: is your business one of those names, or does the AI only mention your competitor? In this article I'll explain how „getting found in AI” actually works, what you can concretely do about it, and why it's largely the same groundwork as being easy to find on Google — with a few important points of emphasis.

Why people increasingly search through AI

For a lot of people, searching with ChatGPT or Claude feels nicer than Google. You just ask a question in plain, everyday language, you don't have to scroll past ads and review sites, and you get a summarized answer right away. Even Google itself now often shows an AI summary at the top instead of just links.

For you, that means two things. First: a filter appears between you and the customer. Where someone used to browse ten websites themselves, they now read a single answer in which the AI has already made a pre-selection. Second: that selection isn't random. The AI draws on what can be found online about businesses. Whoever comes across as clear, findable and trustworthy on the internet simply has a better chance of being mentioned.

How an AI decides who to mention

A language model like ChatGPT or Claude doesn't „know” your business personally. It draws on two things: the enormous amount of text it was trained on and — increasingly — a live web search at the moment someone asks a question. In both cases the same rule applies: the clearer and more consistent the information about you online, the easier it is for the AI to pick you up and mention you with confidence.

In practice, a system like this roughly looks at things such as:

• Clarity. Is it stated somewhere, in plain language, what you do, who for, and where? „Manual therapy for athletes in Utrecht” is easier to place than a homepage with only a mood photo and the word „welcome”.
• Consistency. Do your name, address and phone number match everywhere — on your site, in Google, in business directories? Conflicting details make an AI (and Google) uncertain.
• Freshness. A site that changes regularly and gets new, relevant content comes across as more trustworthy than a page that has sat untouched since it went live.
• Outside confirmation. If you're mentioned in other places — reviews, a local news site, an industry directory — that reinforces the picture that you really exist and do what you say you do.

In short: there's no trick to „getting into ChatGPT”. What matters most is a well-maintained, clear online presence that gives the AI something to say about you.

What you can concretely do yourself

The good news is that this largely involves the same things you'd do for ordinary findability — just with a little more emphasis on plain language and complete information. A few concrete steps:

1. Write down, word for word, what a customer would ask. Build pages around real questions: „How much does a haircut cost with you?”, „Can I come without a referral?”, „Are you open on Saturdays?”. An AI faced with such a question prefers to reuse text that already gives the answer clearly.
2. Put the basic facts front and center on your site. Name, what you do, who for, the area(s) where you work, opening hours, prices or a price indication, and contact details. Not hidden in a PDF or an image, but as plain text.
3. Keep it current. New service, different opening hours, another frequently asked question — add it straight away. A site that moves with your business beats one that stands still.
4. Make sure you go by the same name everywhere. Check your Google Business Profile, your social media pages and any directories. Same name, same address, same number.
5. Collect honest reviews. Ask satisfied customers for a short review. That doesn't only help with Google — it's exactly the kind of confirmation an AI leans on.

You don't have to do this perfectly. Above all, you just have to do it — and keep it up. That last part is where most business owners get stuck: it takes time, and time is rarely there.

The real stumbling block: upkeep

Almost everything above comes down to one word: upkeep. A clear, current, accurate online presence doesn't appear on its own, and it doesn't stay good on its own either. Opening hours change, you start offering a new service, a question comes up that you get more and more often. If no one works that into your site, your information goes stale — and then both Google and the AI lose the thread.

That's why the most practical approach for a small business isn't „set everything up correctly once”, but making sure your site keeps moving with you. You can do that by structurally setting aside time yourself (a fixed half hour a week, say), by outsourcing it, or by using a platform that largely handles the upkeep automatically: one that regularly adds new, relevant text and keeps your basic details complete and consistent. Whichever route you choose, the point is the same: continuity beats a one-off spike.

What you should definitely not do

„Tricks” for outsmarting AI are already popping up. Don't join in. A few pitfalls:

• Don't invent claims. „The best hairdresser in the country” with nothing to back it up works against you and can damage your reputation.
• Don't stuff your site full of keywords. Unreadable text meant only for robots gets recognized and ignored by both Google and AI.
• Don't rely on a single channel. AI search is growing, but Google, word of mouth and your Google Business Profile remain important. See it as one extra entry point, not a replacement.

Frequently asked questions

Do I now have to do something completely different from what I do for Google?

No. The foundation is largely the same: a clear site, accurate details, real answers to real questions and regular upkeep. For AI, you just put a little more emphasis on understandable, complete text in plain, everyday language. If you've got your Google basics in order, you're already in a good position for ChatGPT and Claude.

Can I check whether ChatGPT or Claude mentions my business?

Partly. Ask the AI the same questions your customer would ask — „Good [your trade] in [your town]?” — and see what comes out. Do keep in mind: those answers can differ each time and aren't always up to date. Use it as an indication, not an exact ranking.

Does this cost extra money on top of my website?

Not necessarily. It's mostly about time and consistency, not expensive tools. If your website is already well maintained — by you or through a platform — you benefit automatically. The cost is in the upkeep, not in a separate „AI service”.

Is this a hype that'll blow over soon?

The specific tools will change, but the direction is clear: people increasingly search using questions in plain language and expect a direct answer. Everything you do now to come across as clear and trustworthy online stays valuable — regardless of which search engine or AI is popular five years from now.

Conclusion

Getting found in ChatGPT and Claude isn't a separate party trick, but the logical result of a site that clearly explains what you do, has accurate details and stays current. Exactly the things that already help you rank high on Google. The real difference isn't in some secret setting, but in perseverance: keeping things up to date while you run your business. Whoever sorts that out — themselves or automatically — will end up inside the answer instead of outside it.

Do you find that upkeep hard to sustain alongside your work? With nebulabookings.com your site simply keeps going when you don't have a moment to spare: new, relevant text is added regularly and your details stay complete and current — exactly the foundation you need to turn up in both Google and AI answers.