Is your website invisible to AI search engines

When a potential customer asks ChatGPT or Perplexity 'who does plumbing near me in Richmond' or 'dental clinic that handles anxiety', your website either shows up in the answer or it doesn't. Most Canadian service businesses are invisible to these searches. Not because AI search is new or confusing, but because of three fixable problems.

Why you're not being found

AI search engines work like this: they read your website, understand what you do, and quote you when someone asks a relevant question. If they can't read your site, they can't quote you.

The first reason is technical. Some websites block AI search engines in a file called robots.txt, the same way they block other automated readers. This was common five years ago when business owners were worried about scrapers. Now it means you're invisible when customers search with AI. A plumbing company in Richmond might have this setting turned on without knowing it.

The second reason is vague copy. If your homepage says 'we deliver innovative solutions for modern businesses', an AI search engine learns nothing. It can't answer 'what does this company actually do' or 'do they help with my specific problem'. A dental clinic in Kelowna that says 'comprehensive family dentistry' is harder to find than one that says 'we handle anxious patients, offer same-day emergency care, and work with kids starting at age three'.

The third reason is missing answers. AI search engines favour pages that answer real questions people ask. If your site never mentions 'how much does a cleaning cost' or 'can I book online' or 'do you work with insurance', then when someone searches those things, you won't appear. An accounting firm in Burnaby that publishes answers to 'what documents do I need for a tax audit' or 'when should I incorporate' gets found. One that doesn't publish those answers stays hidden.

How to check if you're invisible

Start with robots.txt. Go to yourwebsite.com/robots.txt in your browser. If you see a file that says 'Disallow: /', you're blocked from AI search. If you see nothing, or a file that allows everything, you're clear on that front. If you're not sure, ask your web person to check.

Next, read your homepage out loud as if you're explaining your business to a stranger. If you sound like a marketing brochure, you're too vague. If you sound like you're describing a real job you do for real people, you're on the right track. A 12-person software company in Gastown might say 'we build custom tools that help accountants file tax returns faster' instead of 'we create bespoke digital solutions'. The first one is findable. The second one isn't.

Then, count the questions you answer on your site. Visit your main service pages and your FAQ section. How many customer questions do you actually answer in plain language. A property manager in Surrey might answer 'how do I report a maintenance issue', 'when will my rent be due', and 'can I break my lease early'. If those questions aren't on your site, customers will ask ChatGPT instead of calling you.

What to fix this month

If robots.txt is blocking you, ask your web person to remove the blanket block. You can still block specific files or folders if you need to.

Rewrite your homepage and service pages to be specific. Replace 'innovative' with what you actually do. Replace 'we help businesses grow' with 'we help property managers collect rent on time' or 'we help dentists reduce no-shows'. This takes a few hours and a person who knows your work well. It's worth doing because it helps both AI search engines and human readers.

Build an FAQ section that mirrors how your customers actually talk. Listen to the questions you get in emails, phone calls, and texts. Write them down. Answer them clearly on your site. A distributor in Calgary might answer 'do you deliver to residential addresses', 'what's your minimum order', and 'how do I track my shipment'. These questions are worth answering because they're the ones keeping you on the phone.

Add your business details everywhere they belong. Your full address, phone number, hours, and what you actually do should be on your homepage and in the footer. Use the same business name and phone number everywhere online. This helps AI search engines verify you're real.

Where to start

• Check your robots.txt file at yourwebsite.com/robots.txt. If it says 'Disallow: /', ask your web person to remove that line so AI search engines can read your site.

• Rewrite your homepage and three main service pages to replace vague words like 'innovative' or 'solutions' with what you actually do. Include your location, what problems you solve, and who you serve. This takes 2 to 4 hours and one person who knows your business.

• List ten questions customers ask you most, then add them to an FAQ page on your site with clear answers in plain language. Update this page every quarter when you notice new questions coming in.