AI Search & AI Visibility
How AI-assisted discovery is changing the way customers find local businesses — and how to improve visibility without chasing guarantees.
18 min read · Updated 2026-07-10
Customers still type keywords into Google. They also ask AI systems for recommendations: who is nearby, who is trusted, who offers a specific service, and who is accepting new patients or clients.
That shift does not make SEO obsolete. It does change what “being findable” means. A list of ten blue links lets several businesses win a click. A short AI answer compresses the market. If the system cannot clearly understand your business, it may describe a competitor instead — or name nobody useful.
This guide explains AI Search visibility in plain language for growing businesses. It is educational, not a ranking promise. CLIXERA does not guarantee inclusion or recommendation in ChatGPT, Google AI Overviews, Gemini, Copilot or any other third-party platform.
AI Search is when people ask an AI-assisted system a question and receive a synthesized answer or recommendation, instead of only scanning a list of website links.
Traditional search is a retrieval problem: the engine ranks pages and the customer chooses. AI-assisted search is often a synthesis problem: the system tries to be useful in a short answer. It may cite sources, summarize several businesses, or recommend a small set of options.
In practice, AI Search includes experiences such as AI-generated overviews in a search engine, chat-style recommendation queries, and assistant answers that combine public information about services, location, reputation and availability.
For a small business, the useful question is not “How do I game the model?” It is “If a customer asked an AI system about the job I do in my area, would that system have a clear, consistent picture of my business?”
People still use short keyword queries. They also ask longer, recommendation-style questions — especially on mobile and in chat interfaces.
physiotherapist Ottawa
Which physiotherapy clinics in Ottawa have strong reviews, offer sports rehabilitation and are accepting new patients?
AI Search visibility is the degree to which AI-assisted systems can understand and surface a business when users ask questions related to its products, services, expertise or location.
Visibility here is not a guaranteed mention. It is readiness and clarity: entity identity, services, location, proof points and answer-ready content that a system can use.
A business can rank reasonably in classic search and still look vague to an answer engine if its name, services or locations are inconsistent, or if its pages never actually answer the questions customers ask.
Both depend on public information. The job the customer is trying to finish is different.
| Traditional search | AI-assisted search | |
|---|---|---|
| Typical query | Short keywords | Conversational, constraint-heavy questions |
| Typical result | A ranked list of pages and maps | A synthesized answer or short set of options |
| How you “win” | Earn a click from a results page | Be clear enough to be used in an answer |
| What still matters | Crawlability, relevance, experience | The same foundations, plus entity clarity and answer-ready content |
| What you cannot buy | A guaranteed #1 ranking | A guaranteed recommendation in ChatGPT or AI Overviews |
Yes. SEO is still the foundation for being crawlable, understandable and findable. AI-assisted answers often draw on the same public web that search engines already use.
If your pages cannot be crawled, your services are unclear, or your location details conflict, you are harder to retrieve and harder to summarize. Improving titles, service pages, technical health and local information remains useful work.
What changes is the extra question: would a system trying to recommend a business in your category have enough consistent facts to consider you? SEO work that only chases a keyword without explaining the business can still leave that question unanswered.
No vendor can publish a complete private ranking formula for ChatGPT, Gemini or Google AI Overviews. What we can say, based on how these products are documented and how they behave, is that they use publicly available information and need a coherent picture of the business.
Where supported, the ingredients that usually help humans and machines alike include:
Google describes AI Overviews as AI-generated summaries that can appear on the search results page to help people get a starting point faster. Google has published help documentation on how these features work for users and has discussed, through Search Central, that useful, people-first content remains the responsible approach.
CLIXERA does not claim to know unpublished ranking weights inside AI Overviews. We treat Overviews as one AI-assisted discovery surface: if a customer sees a summary instead of only a list of links, clarity and competitive context still matter.
ChatGPT can answer questions using a mix of model knowledge and, depending on the product mode, browsing or search tools. OpenAI documents ChatGPT as a conversational system; it does not sell a guaranteed local-business listing product in the way a maps pack does.
If someone asks ChatGPT for a recommendation in your city, the system may use whatever public information it can access. That is not the same as “ChatGPT ranked you.” It is a reminder that inconsistent or thin public information makes you harder to describe accurately.
Gemini is Google’s AI assistant family. In some experiences it is connected to Google Search. Public documentation emphasizes helpful answers and Search as a source of fresh information — not a paid placement guarantee for small businesses.
The practical implication is the same: keep your public presence accurate, current and easy to understand. Do not treat a Gemini mention as something CLIXERA or any vendor can promise.
Microsoft Copilot can answer questions and, in web-grounded modes, use Bing. Microsoft’s webmaster guidance still emphasizes indexable, useful content for Bing — the same public-web foundations as classic search.
Copilot will not reliably “list every clinic in town.” If it names businesses, it is synthesizing from available sources. Clarity still helps. Guarantees still do not exist.
These acronyms overlap and are not universally standardized. Treat them as shorthand, not a regulated taxonomy.
SEO is search engine optimization: helping search engines crawl, understand and rank content. AEO is often used for answer-engine optimization: making content extractable as a direct answer. GEO is often used for generative-engine optimization: helping generative systems understand and cite an entity. In CLIXERA, AIO (AI Optimization) is an umbrella for readiness, clarity, authority and discoverability across AI-assisted experiences.
You do not need to pick a camp. You need a loop: compare your public presence with competitors, understand the gap, prioritize work, act, and re-test.
No.
Third-party AI platforms control their own responses. They change, they use sources you do not control, and they may not cite you even when your information is clear.
Responsible work improves the ingredients those systems can use. It does not purchase a mention. Anyone selling a guaranteed ChatGPT or AI Overview placement is overselling what the platforms actually offer.
Assessing AI visibility in a vacuum is hard. A more honest method is competitive context: compare how clearly you present services, location, proof and answers with the businesses customers actually consider.
If competitors look easier to summarize — clearer services, more consistent facts, more answer-ready pages — that is the gap. Measure it, prioritize it, then re-test after the work. That is how CLIXERA frames AI Search: as one category beside SEO, website, reviews and listings, not as a mysterious isolated score.
Visibility is relative. Customers and AI systems are comparing options, even when you are only looking at your own dashboard.
A 70 on an isolated audit does not tell you whether you are ahead or behind. The competitive gap — the meaningful difference between your digital position and the position of competitors competing for the same customers — is what turns a number into a decision.
CLIXERA is a Canadian digital competitor intelligence platform for growing businesses. AI Search is one category it evaluates alongside SEO, website, reviews and listings.
You choose the competitors. CLIXERA compares publicly observable signals, shows the competitive gap, and turns findings into Growth Hub tasks you can complete yourself, assign, or request eligible Do It For Me support for — then re-test.
That is the product role: competitive context and action. It is not a promise that any AI platform will name you.
About the author
Founder, CLIXERA
Warren Butland is the founder of CLIXERA, a Canadian digital competitor intelligence platform for growing businesses. He works with businesses that need a clearer view of how they compare with competitors across search, local visibility, reviews, websites and AI-assisted discovery.
Ottawa, Ontario, Canada
More from Warren Butland →About CLIXERA
CLIXERA is a Canadian digital competitor intelligence platform for growing businesses. It compares a business with selected competitors across search, local visibility, reviews, website performance and AI-assisted discovery, then turns those findings into prioritized actions.
Choose the competitors that matter to you and see where you’re ahead, where you’re behind and what deserves attention next.
