For years, "getting found online" meant one thing: ranking on Google. You optimized your website, wrote blog posts, added keywords, and hoped to land on page one.
That's still important. But it's no longer the whole picture.
More and more people are asking ChatGPT, Google's AI Overviews, and tools like Perplexity questions like "Who's a good business coach for new entrepreneurs?" or "How do I find a website designer for coaches?" — instead of typing that question into a plain Google search bar.
If your business isn't set up to be found and recommended by these AI tools, you're becoming invisible to a growing number of potential clients, even if your Google SEO is solid.
The good news? Getting found by AI search isn't complicated once you understand what's actually going on. Let's break it down in plain English.
What Is AI Search, Exactly?
AI search is any tool that uses artificial intelligence to answer a question directly, instead of just handing you a list of website links.
Some examples:
- ChatGPT — when someone asks it a question and it gives them a written answer, sometimes with sources
- Google AI Overviews — the AI-generated summary that now shows up at the top of many Google searches, above the regular blue links
- Perplexity — a search engine built entirely around AI-generated answers with citations
Instead of clicking through five different websites to compare coaches, a potential client can now just ask, "What should I look for in a business coach?" and get a summarized answer — sometimes with specific coaches or businesses mentioned by name.
That's a big shift. It means your goal isn't just to rank anymore. It's to get mentioned.
SEO vs. AEO vs. GEO: What's the Difference?
You've probably heard of SEO. These two newer terms are becoming just as important:
SEO (Search Engine Optimization)The classic practice of optimizing your website so it shows up in regular search engine results. The reward is a click.
AEO (Answer Engine Optimization)Structuring your content so AI tools can easily pull a piece of it out and use it as a direct answer. The reward is a citation or mention — even if the person never clicks through to your site.
GEO (Generative Engine Optimization)Building your overall reputation and authority so AI tools recognize your business as trustworthy enough to recommend, not just quote. This happens at the brand level, not just the page level.
Think of it like this: SEO gets you into the room. AEO gets you quoted. GEO gets you personally recommended.
You don't need to master all three overnight. But small, consistent steps toward each one will make a real difference in how findable you are.
Why This Matters for Coaches Specifically
Coaching is a trust-based business. People don't hire a coach after seeing one ad — they research, compare, and look for signs that someone knows what they're talking about.
AI tools are becoming part of that research process. If someone asks ChatGPT "how do I know if a life coach is legit" or "what questions should I ask before hiring a coach," and your content answers those exact questions clearly, you have a real shot at being part of that AI-generated answer.
If your website is vague, hard to read, or focused only on selling rather than answering real questions, AI tools have nothing useful to pull from — so they'll pull from someone else instead.
How to Get Found by AI Search: Practice Steps
Here's where to start. You don't need to do all of these at once — even one or two will move the needle.
1. Answer real questions clearly, near the top of your content
AI tools look for clear, direct answers. When you write a blog post or website page, start with a short, plain-language answer to the main question — then explain further below.
Example: If you're writing about pricing coaching packages, don't bury the answer in paragraph four. Open with something like: "Most new coaches price their packages between $300–$1,500 per month, depending on experience and offer structure." Then explain the "why" underneath.
2. Use headers that match how people actually ask questions
Instead of a vague header like "Pricing Thoughts," use something like "How Much Should a New Coach Charge?" This mirrors how people talk to AI tools and search engines, making it easier for both to find and use your content.
3. Add an FAQ section to key pages
FAQs are AI-friendly by design — short questions followed by short, clear answers. Add a few real questions your potential clients actually ask, right on your services page or in relevant blog posts.
4. Show your expertise clearly and consistently
AI tools favor content that seems credible and trustworthy. That means:
- Including your name, credentials, or experience on your About page
- Being consistent about who you are and what you do across your website, social media, and directories
- Keeping outdated information (like old pricing or old certifications) updated
5. Get mentioned elsewhere online
AI tools don't just look at your website — they also factor in what other credible sources say about you. Being featured in podcasts, guest blog posts, directories, or interviews (even small ones) helps build the kind of authority that GEO rewards.
6. Keep your content genuinely useful, not just sales-focused
If every page on your site is a pitch, there's nothing for an AI tool to "answer" with. Make sure a good chunk of your content — blog posts, FAQs, resource pages — is written to genuinely help someone, not just convert them.
A Simple Way to Check Where You Stand
Try this: open ChatGPT or another AI tool and ask a question your ideal client might ask, like "What should I look for in a life coach?" or "How do I find a coach for new entrepreneurs?"
See what comes up. Are similar businesses to yours being mentioned? Is your site being pulled from at all? This gives you a real, current snapshot of where you stand — and it's a great exercise to repeat every few months as AI search keeps evolving.
The Bottom Line
Google search isn't going away, but it's no longer the only door your future clients are walking through. AI tools are becoming a normal part of how people research and choose who to work with — including who to hire as a coach.
You don't need to overhaul your entire website overnight. Start by answering real questions clearly, keeping your expertise visible and up to date, and building genuine authority both on and off your site. The coaches who start doing this now will have a real head start as AI search keeps growing.
Want to know exactly where your website and funnel stand right now? Grab your free Website & Funnel Audit and I'll show you what's working — and what's holding you back.
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