How to Help Your Clients Win in AI Search

Today's search landscape looks different — and it's changing fast. More people are searching on AI platforms like ChatGPT, Claude, and Perplexity — and trusting the answers they get. That means "search success" isn't just about being easy to find on Google anymore. Instead, your clients need to be able to show up everywhere their customers are searching.

To help your clients drive connections and engagement, it's important to understand why the same search can deliver different answers depending on where it's asked — and what you can do about it.

So, we ran a simple test to illustrate what's happening in search today — and what it means for local businesses. In this case, we looked at a common search by someone in need of a roofer after a storm.

The Search: "What is the best roof repair company in Nashville after a storm?"

Here's what we found when we entered the same search across three platforms.

On Google, we saw the familiar Local Pack — those map results most people recognize — and the traditional list of website links.

Google leaned on signals like:

• Proximity ("near me" keywords)

• High star ratings (especially 4+)

• Consistent, structured business information (think correct address, phone number, and services)

The tip: Having accurate listings information and strong reviews remains critical for local businesses hoping to appear in Google results.

ChatGPT skipped the links and gave a clean, conversational answer — followed by companies to contact. (Which are different from the ones Google recommended!)

The "ask anything" box at the bottom encourages follow-up questions, like:

• "Do they offer emergency services?"

• "What are their hours after a storm?"

The tip: For local businesses, their data needs to be fresh and accurate… but their content also needs to match how people naturally ask questions. AI models look at a wide variety of sources to generate answers — and then it gives those answers in a conversational, helpful way.

Perplexity also gave an in-depth, conversational answer — but added citations to back it up. It linked to real reviews, articles, and business directories to support its recommendation.

The tip: For local businesses, earning mentions in trusted publications, local directories, and review sites helps AI find and cite your clients. This should be a priority if you're supporting SMBs with their digital marketing efforts.

Same search. Different results. That's today's reality.

Sure, you might be thinking: wait, so I can't get the businesses I work with to show up near the top of the list everywhere? The answers and suggestions are all different, even for the exact same query?

But remember: this isn't all that different from what we've always dealt with in traditional SEO.

Google has never given us the full algorithm, either. But success came from building smart, consistent, structured strategies — and the same thing works today, just adapted for AI.

Here's how you can help your clients succeed:

1. Centralize client data in a knowledge graph

Keeping client information accurate across platforms is critical. A knowledge graph lets you update business details once — and have it sync across Google, AI platforms, and directories. Think of it as "speaking AI's language" so clients' information is trusted everywhere.

2. Help clients create natural, conversational content

Searches are more conversational now. Help your clients create frequently asked questions (FAQs), blog posts, and service pages that answer real questions like:

• "Who offers same-day roof repair after a storm in Nashville?"

• "How quickly can I get a roof inspection after wind damage?"

Writing the way people talk improves visibility in AI-generated results.

3. Use reviews and FAQs for content ideas

Customer reviews and FAQs aren't just helpful for users — they're prime material for AI. Update FAQs based on what customers are really asking for. A roofing business might highlight emergency services, response times, and insurance help.

Finally, AI learns from trusted third-party sources. So, help your clients:

• Earn mentions in local news and community directories

• Get listed on reputable review sites

• Share thought leadership, like storm prep tips The more credible sources talk about someone or something, the more likely AI is to trust and recommend it

In today's search world, it's not enough to win on one platform (like Google) alone.

By helping your clients organize their data, answer real questions naturally, and build authority, you'll give them the best shot at standing out — whether their next customer searches on Google, ChatGPT, Perplexity, or beyond.

Want to learn more? Become a Yext partner – or read the AI Playbook to learn three steps to position your clients for success in the age of AI.