How To Show Up in AI Tools Like ChatGPT, Gemini, and Claude

Large Language Models (LLMs), like ChatGPT, Gemini, and Claude, are types of AI programs. LLMs gather information that appears before you almost instantly in various ways, including:

LLMs crawl public content based on search visibility to learn patterns they can use to generate answers. To ensure it crawls your public content, it’s best practice to fact-check your information and use clear, directive headings in your web pages and blog posts.



Implementing clear headings and improving the readability of your content helps both LLMs crawl and the human user who may click your website when it appears in AI search results.

You can teach LLMs to trust your content when you have topical authority, which is your website or brand’s credibility on specific subjects, with the help of creating human-first content and following Google’s Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T).

Some ways you can implement the E-E-A-T strategy in your content to build authority with your audience and AI search include:

• Incorporating original data, statistics, or thoughts into your content to demonstrate your expertise.
• Showcasing your authority by having author labels on blog content and highlighting relevant qualifications and certifications on your site, like on your About Us page.
• Sending out Google Review requests to recent clients, which highlights your experience and trustworthiness.

After crawling your public content and understanding how your company is an authority on the subject, LLMs will generate a citation from a specific page on your site from where they learned the information.



AI tools use citations to improve their own transparency and accountability, allowing folks to understand how and where they generated the answer.

Consistent branding for your business across the web matters for AI tools and your current and target audiences, especially since AI depends on reliable patterns. When your branding is consistent across the web, it makes it easier for AI search to generate more accurate answers about your brand, products, services, and industry.

Additionally, recognizable branding helps users build trust with your business and identify it time and time again. Even in the age of AI, consumers still seek authenticity from brands.

So, ask yourself what makes your brand unique, and what are your values and mission? When those items are clear in your branding, it’s easier for users and AI search tools to understand your company.

With all the AI digital marketing tools out there, it’s tempting to plug in a prompt for a blog and publish it as it is to save time. However, we caution you from this approach. While AI tools help generate ideas and drafts, it’s imperative to edit the content so it doesn’t read like generic output from these tools. Editing content ensures it makes sense and accomplishes your intended goal.

Additionally, strong website content differentiates your business from the competition and signals local authority with various tactics, like:

• Creating localized content: For example, if you’re a historical wedding venue, create some content focused on the history of the venue and the city you’re in.
• Having a consistent NAP: A consistent NAP means your company’s name, address, and phone number are the same across web directories to avoid confusing AI tools.
• Responding to reviews: Responding to all positive and negative reviews shows you’re proactive, even when it can feel discouraging if you get a bad comment.

Beyond your website content, other essential elements can help your company show up in AI search, such as:

• Having Google reviews: Authentic reviews help bolster your credibility with leads at every stage. Sending out and receiving consistent reviews signals to consumers and AI search that your business is active and trustworthy.
• Publishing press: Creating a well-structured press release, for instance, for your business signals to AI tools like ChatGPT, Gemini, and Claude that your company is an authoritative source for information, helping to boost your visibility.
• Creating a backlink strategy: Backlinks are links that point from other websites to yours, and it’s a great strategy for AI search. These hyperlinks are another way to show that you’re a credible source in your industry and that other users trust you.
• Adding structured data: Structured data, or schema markup, organizes data in a way that makes it easier for AI search tools to understand a webpage, including your brand name, products, prices, location, and phone number.

How Creekmore Marketing is Adapting Our Strategies for AI Search

We’re already on it! Here’s how our team at Creekmore Marketing is adapting to the ever-changing world of marketing:

• Producing search engine optimization (SEO) and social media content that establishes expertise, not just traffic.
• Improving online authority signals.
• Creating content clusters around core services.
• Aligning your website messaging so AI systems clearly understand what your business does.
• Automating PPC bidding and optimizing campaigns in real time.
• Programming reputation management and generating customer insights.

Bring Your Business Into the Age of AI With Creekmore Marketing

At Creekmore Marketing, we’re a digital marketing agency equipped with a passionate and expert team. Let us focus on the technical marketing side so you can get back to what you truly love about your business.

Contact us online or call (859) 309-5987 to receive your free consultation or learn more about how we’ll bring your business into the age of AI and get the real results you’re wanting.

Creekmore Marketing has headquarters near Lexington, KY, but serves many businesses throughout the United States and Canada.