Is your website invisible to AI search engines

When a potential customer opens ChatGPT or Perplexity and asks "How much does a dental cleaning cost in Kelowna" or "Can I hire a bookkeeper part-time," they're not Googling anymore. They're asking an AI search engine. And if your website isn't set up the right way, you won't show up in the answer—even if you're the best option in town.

AI search engines work differently than Google. Google indexes links and keywords scattered across your site. AI search engines read your actual words and quote them directly in answers. If your website doesn't have clear, specific text about what you do, how much it costs, and how long it takes, there's nothing for the AI to quote. You become invisible.

How to tell if you're invisible

The easiest check takes ten minutes.

Open ChatGPT or Perplexity. Search for your service exactly as a customer would. "Accountant in Burnaby," "dental implants near me," "property management Richmond," "plumbing quotes Vancouver." Read the results. Does your business appear? Does your website get quoted? If not, you're invisible to AI search.

Now try a more specific question: "How much does it cost to file taxes as a sole proprietor in BC" or "What's the recovery time after a root canal." Again, look for your business in the answer. Most Canadian service businesses won't appear, even if they have good websites.

This isn't a failure of your website design. It's a failure of content structure. Your site might look beautiful and rank well on Google, but if it doesn't answer questions in plain, specific text, AI search engines have nothing to work with.

Why AI search sees what Google doesn't

Google learned to guess what you meant, even if you typed it wrong. Google learned to rank sites based on authority and links. AI search engines do something simpler and stricter: they read your actual words and quote them.

A Burnaby accounting firm might have a homepage that says "We handle all your tax needs," a services page that lists "tax planning" and "bookkeeping," and a blog post from 2019 about RRSP strategy. Google will rank it well. But when someone asks ChatGPT "How much does it cost to file taxes as a sole proprietor," the AI has nothing to quote. Your site has no answer to that specific question. So it quotes someone else.

AI search engines are looking for:

• Specific answers to common questions (not general claims)
• Numbers: costs, timelines, ages, experience
• Structured information (FAQs, lists, step-by-step explanations)
• Language that matches how customers actually ask

A plumber in Richmond with a page that says "We offer drain cleaning, $180–250 depending on severity, typically 1–2 hours, serving Richmond and Burnaby" will show up. The same plumber with a page that says "Professional drain solutions" won't.

What to fix, in order

You don't need to rebuild your website. You need to add answers.

Start with your service pages. Look at each one. Does it answer these questions:

• What exactly do you do (in plain words, not jargon).
• How much does it cost (a range is fine; "call for pricing" is invisible to AI).
• How long does it take.
• Who is it for (what problem does it solve).
• What happens first (what's the next step for a customer).

A 12-person software company in Gastown might have a services page that says "Custom web applications." Rewrite it:

"We build custom web applications for small Canadian businesses. A typical project costs $25,000–60,000 and takes 3–5 months from start to launch. We work with accounting firms, property managers, and clinics who need software that fits their exact workflow. First step: a 30-minute call to understand your process and what you need."

That's not marketing copy. It's an answer. AI search engines will quote it.

Add an FAQ section. Write down the ten questions your customers ask most often. Not the questions you wish they'd ask. The real ones:

• "Can you work part-time" or "Do you offer retainers."
• "How long until I see results."
• "What if I'm not happy with the work."
• "Do you work with businesses my size."
• "What's the cheapest option."

Answer each one in two or three sentences. Use the same language your customers use, not your industry language. A dental clinic in Kelowna answering "Do you do emergency appointments" should say "Yes, we keep slots open for emergencies. Call us at [number] and we'll fit you in same-day if possible. There's a $75 emergency fee on top of the regular exam cost." That's an answer AI can quote.

Check your pricing transparency. If you don't list prices on your website at all, AI search engines will note that you're harder to find. If you list ranges, you're visible. If you say "call for a quote," you're invisible. A property manager in Surrey who lists "Monthly management typically $400–600 depending on property size" shows up. One who says "Pricing varies, contact us" doesn't.

You don't have to publish exact prices. A range helps. It also helps customers decide whether to call you in the first place.

Where to start

• Search your own business in ChatGPT and Perplexity this week. Look for your name, your services, and your location in the results. Note what's missing.
• Pick your three most popular services. Rewrite each service page to include: what it costs (a range), how long it takes, and who it's for. Keep each answer to 3–4 sentences.
• Create a 10-question FAQ based on the calls and emails you actually get. Answer each question in plain language, as if you're talking to a friend. Post it on your website.