There was a time when ranking on Google was all you needed to bring in leads. Not anymore.
Search has changed, and AI-powered search engines like ChatGPT, Perplexity, and Google Gemini are rewriting the rules. Instead of showing a list of links, they deliver direct answers. If your brand isn’t being mentioned, you’re missing out on customers who never even make it to your website.
That’s why businesses need to rethink their search strategy—and fast. Understanding how you show up in AI-driven search is the first step.
HubSpot’s AI Search Grader gives you a real-time look at how AI models interpret your brand, where you’re being mentioned, and how you stack up against competitors. More importantly, it shows where you need to improve.
Let’s break it down.
Search Is Changing—Fast
The way people search is shifting, and the numbers prove it:
- Traditional search engine usage is down 11%
- AI-powered search usage is up 37%
That means fewer website visits, fewer clicks, and more answers appearing without users ever leaving the search results. If your business relies on search to bring in leads, this shift isn’t something to ignore.
Your customers are still searching—but if AI models aren’t mentioning your brand, they’re finding someone else instead.
How does your brand show up in AI search? Run your AI Search Grader report now.
What HubSpot’s AI Search Grader Tells You
HubSpot’s AI Search Grader helps you answer three critical questions:
- Are AI search engines mentioning your business?
- How is your brand being described? (Positive, neutral, or negative sentiment)
- Are competitors showing up instead of you?
Think of it as an AI visibility check. If AI-driven search isn’t including your business—or worse, if it’s misrepresenting you—you’re losing potential customers without realizing it.
The good news? You can change that.
5 Ways to Get Your Business Seen in AI Search
Once you’ve run your AI Search Grader report, it’s time to make a plan. Here’s where to start.
1. Show Up Where AI Search Engines Look for Answers
AI doesn’t just pull from websites—it pulls from discussions, reviews, and expert sources. If your business isn’t mentioned in these places, AI search engines aren’t learning about you.
- Join relevant conversations on Reddit, Quora, and industry forums
- Encourage customer reviews on Google, G2, and Yelp
- Publish high-quality, expert-backed content (whitepapers, ebooks, and research reports)
Building visibility in AI-referenced sources is key to making sure your brand gets included in AI-generated search results
2. Rethink Your Content Strategy
Google search used to be about keywords and backlinks. AI search is about context and intent. That means your content needs to be structured in a way that AI models can understand and pull from.
How to create AI-friendly content:
- Write in a conversational, Q&A-style format
- Organize content with FAQs, summaries, and clear headings
- Answer industry-specific questions thoroughly—AI models prioritize detailed, well-structured responses
Search behavior is evolving, and content strategy needs to evolve with it. And while AI search is changing the game, AI-generated content comes with its own risks and rewards. Here’s what Pivot has to say about it.
3. Keep an Eye on Your Brand’s Reputation
AI models don’t just pull facts—they analyze sentiment. If there’s negative or outdated information about your business, AI-generated search results may reflect that without you even realizing it.
How to manage your AI search reputation:
- Monitor how AI search engines describe your brand
- Respond to reviews and address negative feedback
- Publish content that highlights your strengths and expertise
AI search can shape how potential customers perceive you. The more you control that narrative, the better.
4. Publish Content That AI Recognizes as Authoritative
AI search engines prioritize expert-backed sources. That means getting cited in the right places is just as important as creating great content.
Where AI models pull expert content from:
- Ebooks, whitepapers, and research reports
- Industry blogs and thought leadership articles
- Customer testimonials and trusted review platforms
Publishing in high-authority spaces increases the chances that AI search engines pull from your content when generating answers.
5. Optimize Your Website for AI Search Engines
Just like Google uses robots.txt to understand websites, AI search engines use LLM.txt to determine what content to index.
Why LLM.txt matters:
- Directs AI models to your most valuable content
- Helps control how AI engines interpret your site
- Ensures your brand is categorized correctly in AI-generated search results
Most businesses haven’t adapted their SEO strategy for AI search yet. Updating your technical SEO is one of the smartest moves you can make right now.
Let’s Make Sure Customers Find You First
AI search isn’t the future—it’s already here. If your brand isn’t showing up where people are searching, your competitors are getting those leads instead.
That’s where Pivot comes in. We help businesses cut through the noise, show up in AI-driven search, and stay ahead of the curve. Whether you need to fix what AI is saying about you, improve your visibility, or rethink your content strategy, we’ve got you covered.
Let’s talk about how to get your business in front of the right audience. Schedule a call with Pivot.
