Have you ever asked an AI tools a simple question ? In my case like where to hire something for your event and noticed how some businesses show up instantly, while others… seem invisible?
I recently had a conversation with Google’s Gemini about hiring event equipment in my city (Johannesburg).
At first, I expected a basic list.
Instead, what I uncovered was far more interesting: a clear glimpse into how businesses either win or lose in the new [unavoidable] era of AI-powered search.
If you’re a business owner wondering why AI tools recommend some companies and overlook others, this article is for you.
The New Reality: AI Is Changing How People Find Businesses
While I believe AI won’t completely replace traditional search engines, today, large language models (LLMs) like Gemini and ChatGPT are quickly becoming the first place people turn to when they need fast recommendations.
Instead of manually sifting through Google, users just ask and trust the AI to do the heavy lifting.
But here’s the important part:
🔹 AI doesn’t create search results out of thin air (bar a few instances of hallucinations).
🔹 It still heavily relies on search engine data especially Google’s top results to recommend businesses.
This shift changes everything about how businesses need to think about online visibility.
Why Some Businesses Show Up
During my chat with Gemini, a few patterns became obvious.
Businesses that consistently appear when customers use AI tools like Gemini have a few things in common.
1. Strong Traditional SEO
Good old SEO is still the foundation.
If your website ranks well for specific, relevant services and locations, AI tools are far more likely to find and recommend you.
Some basics that still matter:
- Clear, service-specific pages
- Proper keyword optimization
- Fast-loading, mobile-friendly websites
- Clean, crawlable structure
2. Specificity Beats Generalization
Generalists get lost.
The businesses Gemini recommended were very specific:
- Exactly what they offered
- Exactly where they operated
Specific services. Specific locations. Clear offerings.
This specificity matches exact user intent and AI models recognize and reward that.
3. Strong Local SEO Presence
For location-based queries, businesses with optimized Google Business Profiles, consistent local citations, and strong location signals were prioritized.
If your business isn’t dominating local search, AI is less likely to find you even if your website is great.
Why Some Businesses Don’t
If some businesses win at AI discovery, others clearly lose and here are few reasons why this might be the case:
1. Poor Online Visibility
If your website ranks poorly or doesn’t clearly state what you offer, AI can’t “see” you.
AI discovery depends on easily accessible, clear information.
2. Vague, Generic Website Content
Many businesses fall into the trap of broad marketing language:
“We help with your event needs!”
instead of
“We hire [Search Term] for weddings and corporate functions.”
3. Weak Location Signals
If your website doesn’t state where you operate or you lack a fully optimized Google Business Profile AI won’t know you’re relevant for local searches.
Case Study: Specialized Event Equipment Rental
When I asked Gemini about renting a specific type of event equipment in my city, only a handful of businesses appeared.
Here’s what the winning companies had in common:
- Clear descriptions of exactly what they offered
- Clear mention of the location they served
- Easy-to-find service information
Meanwhile, many larger, general rental companies didn’t show up possibly because they weren’t specific enough online.
Moral of the story?:
Specialization + Clear Location Signals + SEO Best Practices = [ A good chance at AI Discovery ]
What Businesses Should Do Now
If you want your business to show up when customers ask AI tools for help, the following tips are a good starting point:
1. Optimize for Specific Services and Locations
Create clear pages that state exactly what you offer and exactly where you offer it.
Don’t hide your core services under generic language.
2. Strengthen Your Local SEO
- Claim and fully optimize your Google Business Profile.
- Collect reviews mentioning specific services.
- Build citations in reputable local directories.
- Use location-based schema markup on your website.
3. Think Like Your Customer
What would your ideal customer type into Google or ask an AI tool?
Use their language. Match their words.
4. Make Your Website Crawlable and Fast
Simplify your website’s structure, speed up loading times, and make services easy to find and read. Slow websites irritate potential customers.
AI Discovery Isn’t Random. Here Six Factors That Matter
During my interaction with Gemini, I asked:
“So what’s the criteria for companies to be surfaced during queries in interactions with you?”
Here’s the response (summarized and formatted for clarity):
- Relevance to User Query: Services must directly match the user’s specific need.
- Explicit Mention in Search Results: Services and locations must be clearly stated.
- Specificity of Services: Detailed offerings outperform broad descriptions.
- Location Information: Strong, clear local signals are essential.
- Keywords and Matching: Strong keyword alignment boosts visibility.
- Information Quality and Completeness: Detailed, informative pages perform better.
- Positive Indicators: High ratings and strong reputations help.
In short: The more specific, clear, and well-optimized your online presence is, the higher your chance of being surfaced during AI-powered queries.
See for Yourself: Screenshots from Chat With Gemini
To give you even more insight, here are screenshots from my actual conversation with Google’s Gemini showing possibly how AI tool might determine which businesses to recommend based on real-world queries. [ Actual search term was blurred out for confidentiality ]
Asking Gemini to recommend where to hire in Johannesburg
My follow up question to Gemini (How did you get this data?)
Pressing further, I asked for the criteria being used
I asked Gemini to explain further
The explanation continues
Still on the explanation
So I asked what happens if a company isn’t performing well in the Search Engine Results Page (SERPS) ?
I tried to find out if any special optimization (e.g GEO) is required?
My Final Thoughts
AI tools like Google’s Gemini and ChatGPT aren’t replacing traditional search but they are reshaping how customers discover businesses. If your business isn’t showing up in AI recommendations, it’s not because you’re doing something wrong… it’s likely because your online presence lacks the structure and specificity AI models rely on.
And yes. I agree with other experts like Eli Schwartz ” Generative Engine Optimization (GEO) is dead…. because it was never alive. ”
Recommending Reading
A guide to Semantics or how to be visible both in Search and LLMs.
👤About the Author
Nelson Isibor is an SEO Consultant & Founder of nelsonIsibor.com, helping businesses across Africa and beyond grow their digital visibility through results-focused SEO strategies. With over five years of experience, his work is a combination of deep search expertise with conversion psychology and measurable KPIs.
