Search is changing. And it’s not just about Google anymore.

People are finding small businesses like yours through tools like ChatGPT, Perplexity, Claude, and Google’s AI Overviews—simply by asking real questions in plain language instead of typing keywords into a search bar.

When that happens, these tools look for content that’s easy to understand, genuinely helpful, and clearly written by someone who knows what they’re talking about. They pull answers from websites that explain things well and make it obvious what the business actually does.

Showing up in AI-powered search doesn’t mean chasing hacks or trying to “optimize for ChatGPT.” It means your content is strong enough that these tools can confidently use it to answer questions or point people in your direction.

The good news? You don’t need to create more content to be visible in AI search.

You need to create content that’s clearer, better structured, and more intentional.

Let’s walk through how to do exactly that.

Make It Clear Why You Are a Credible Source

AI tools don’t guess who the experts are. They look for crystal-clear signals.

If you want your content to show up in ChatGPT results, you need to make it obvious who you are, what you know, and why your perspective matters to the reader. That means you need to be specific, consistent, and verifiable.

Start with the basics:

• A clear about page on your website that explains what you do and who you help
• Author bios that reflect your actual experience
• Specific language around your niche (not broad titles that could mean anything)

Then carry that authority through your content. Use a consistent author bio on every blog post, so AI tools can reliably associate your expertise with the topics you’re writing about (scroll to the bottom of this blog post to see this in action!).

Specificity also matters here more than you might think. “Marketing consultant” is vague. “Marketing consultant for creative solopreneurs” gives context. The clearer your niche, the easier it is for AI models to connect your content to relevant questions.

If you want a deeper look at how authority and SEO work together in the age of AI, our post about what small business owners need to know about AI and SEO is a great place to start.

Answer Questions the Way People Actually Ask Them

AI tools scan for content that answers real questions in plain language.

Instead of optimizing for keywords alone, optimize for how people actually talk and type. Think about the questions you hear in DMs, discovery calls, emails, or comments. Those are the same questions people are asking ChatGPT.

To make your content easier for AI (and humans) to read, structure it like this:

• Use headings framed as real questions
  
  • “How do I ___?”
  • “What’s the best way to ___?”
  • “Do I really need ___?”
• Answer the question in the first one to two sentences
• Follow with context, examples, or steps
• Include a short summary or TL;DR-style section for skimmers

AI tools prioritize content they can quickly understand, summarize, and reference. If the answer is buried halfway down the page, it’s less likely to show up in ChatGPT results.

If you need help brainstorming question-based topics, Enji’s AI Idea Generator for Blogs can help you turn common client questions into clear, searchable blog ideas fast.

Make Your Content Digestible for AI (and Humans)

AI tools don’t “read” the way humans do—they scan for structure.

The easier your content is to skim, the easier it is for both AI tools and people to understand what it’s about. That means:

• Short paragraphs
• Clear headings every 200–300 words
• Bulleted or numbered lists where possible
• Defined sections that follow a logical flow
  
  • Overview → steps → examples → takeaway

Well-structured content helps AI quickly identify what your post is about and where the answers live. It also keeps human readers from bouncing when they’re skimming for specific information.

Once your structure is solid, the next step is depth (so let’s talk about that next).

Go Deeper Instead of Publishing More

To show up in ChatGPT results, consistency alone isn’t enough. AI tools prioritize depth, clarity, and usefulness over volume.

That means fewer “filler” posts and more content that actually teaches something.

Content that tends to perform well in AI-powered search includes:

• Step-by-step guides
• Niche how-tos
• FAQ-style posts based on real client questions
• “What to know before…” or “What most people miss about…” explanations
• Examples that show how you think, not just what to do

This type of content gives AI models clear signals that your site isn’t just publishing opinions—it’s publishing expert guidance.

One strong, well-structured post that answers a real question thoroughly is far more likely to be referenced by AI tools than five vague posts written just to “stay consistent.”

Make Sure Your Content Actually Circulates

Even the best content won’t show up in ChatGPT results if it never leaves your website.

AI tools are more likely to surface content that’s shared, referenced, and reused across different platforms. This might look like:

• Sharing content on social media platforms
• Pinterest (a major content discovery engine)
• YouTube (AI tools love transcripts and long-form explanations)
• Guest posts, podcast features, or collaborations
• Digital PR placements that generate backlinks and branded search

This doesn’t mean creating new content for every platform. Instead, we want you to repurpose intentionally so your best ideas show up in multiple places. 

With Enji, distribution becomes part of the workflow. Inside our marketing software for small business owners, you can:

• Repurpose blog posts into social content with Enji’s Bog Repurposing Tool
• Schedule posts consistently across platforms with Enji’s Social Media Scheduler

Write the Way You’d Explain Something to a Real Person

Clarity beats cleverness every time. (I know, womp womp.)

To improve your chances of showing up in ChatGPT results:

1. Use plain, conversational language
2. Avoid jargon (or explain it when you use it)
3. Keep sentences short and direct
4. Write the way you’d explain something in a DM or on a discovery call

Examples matter just as much as explanations. Real scenarios, step-by-step breakdowns, and “here’s what this looks like in practice” moments make your content easier to understand—and easier for AI tools to use.

Think of it this way: if someone asked you a question one-on-one, would your answer be helpful without extra context? That’s the standard AI is looking for, too.

Keep Your Best Content Up to Date

AI tools also pay attention to freshness.

That doesn’t mean constantly publishing new posts. Often, the biggest gains come from updating what you already have:

• Clarifying sections that feel vague
• Updating examples or stats
• Reworking introductions to answer questions more directly

Inside Enji, the Marketing Calendar can help you schedule these refreshes so content maintenance becomes part of your routine—not something you remember once traffic drops.

How Enji Helps You Show Up in ChatGPT Results

Showing up in ChatGPT results isn’t about doing more. It’s about doing the right things consistently—without burning out in the process.

Inside Enji, you can:

• Build authority-driven content consistently: Use our AI Copywriter to draft long-form content quickly.
• Generate question-based content ideas: The Blog Idea Generator helps you brainstorm content and then you can take those topics and include real, plain-language questions people are actually asking.
• Maintain a predictable publishing cadence: A consistent schedule signals relevance and trust. Enji’s marketing calendar and scheduler is designed to help you be more consistent.
• Distribute content beyond your blog: Repurpose posts across social platforms using the Social Media Scheduler and blog repurposing tools, so your content actually circulates.
• Track what’s working: The KPI Dashboard shows what’s working—helping you double down on what AI (and people) are responding to.

Show Up Where People (and AI) Are Looking

When your content answers real questions, demonstrates expertise, and is easy to understand, AI tools can actually use it. That’s how you get cited, referenced, and discovered in the places people are increasingly searching.

The challenge isn’t knowing what to do. It’s doing it consistently without burning out or overcomplicating your process. That’s where having the right system matters.

If you want help creating content that’s structured for both humans and AI, and actually sticking to it, Enji’s marketing tools for small business owners are designed to support exactly that. From planning and writing to distribution and performance tracking, everything works together so your visibility compounds instead of stalling.

Start your 14-day free trial of Enji and create the kind of content that shows up where people (and AI) are already looking.

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Tayler Cusick Hollman

Founder of Enji | Small Business Marketing Strategist

Tayler Cusick Hollman is the co-founder of Enji, a strategy-first marketing platform built specifically for small business owners who do their own marketing. With 10+ years of experience in small business marketing, Tayler has helped thousands of founders create clear, repeatable marketing systems that drive consistency, visibility, and revenue—without relying on agencies or complicated tools.

Her work focuses on simplifying marketing strategy, turning plans into execution, and helping small business owners replace scattered tools with one integrated system. Tayler’s frameworks and insights are used by entrepreneurs across industries to plan, execute, and evaluate their marketing with confidence.