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Your "About Us" Page Is Gorgeous. AI Doesn't Care. Go ahead. Ask ChatGPT to recommend a dentist in your city. Notice what it says. It mentions practices with
Go ahead. Ask ChatGPT to recommend a dentist in your city.
Notice what it says. It mentions practices with educational content, recent reviews, and third-party citations.
Know what it doesn't mention? Your carefully crafted "About Us" page. Your mission statement. Your team bios with professional headshots.
Most business owners spend weeks perfecting their "About Us" page. They agonize over the founder's story. They hire photographers for team photos. They write paragraphs about their values and commitment to excellence.
Then they wonder why AI assistants never recommend them.
Here's the truth: AI doesn't recommend businesses because of who they are. It recommends them because of what they teach.
When someone asks ChatGPT or Perplexity for a business recommendation, these AI assistants need to justify their answer. They can't just say "try this place because their About page is nice."
They need evidence. Proof. Authority signals.
That evidence comes from three places:
Educational content that answers real questions. Blog posts, guides, FAQs that demonstrate expertise. If you're a chiropractor, AI wants to see that you've explained what causes lower back pain, not just that you've been serving the community since 1998.
Third-party mentions that confirm you exist and matter. Local news sites, industry directories, community platforms. When other sources cite you, AI interprets that as social proof. Your own website saying "we're the best" means nothing. Others saying it means everything.
Recent activity that proves you're currently relevant. Fresh reviews from this year, updated content, active engagement. AI checks timestamps. A stellar review from 2019 doesn't help you in 2025.
Notice what's missing from that list? Static pages about your company history.
Most business websites follow the same structure. Home, About, Services, Contact. Maybe a Portfolio or Team page.
These pages serve human visitors browsing your site. They're not useless.
But they're not what gets you recommended by AI.
Your Services page lists what you do. AI already knows what chiropractors do. It doesn't need another page explaining adjustments and wellness plans.
Your About page tells your story. That's great for visitors who are already considering you. But AI doesn't recommend businesses based on their founding story.
Your Contact page provides logistics. Important for converting visitors, but it doesn't demonstrate expertise.
These pages are table stakes. They need to exist. But creating more of them won't make AI mention you more often.
If static pages don't help, what does? Educational content that positions you as an authority.
Here's exactly what that looks like in practice.
When someone asks Meta AI "why does my shoulder hurt when I lift my arm," they're looking for answers. If you're a chiropractor who's written a detailed post explaining rotator cuff issues, you become relevant.
When someone asks Perplexity "what ingredients should I avoid in protein powder," and you've published content breaking down artificial sweeteners and fillers, you get considered.
This isn't generic content. It's specific, helpful information that demonstrates you actually understand your field.
A med spa that writes about realistic Botox expectations will get recommended over one with just a Services page listing Botox as an offering.
A real estate agent who publishes neighborhood guides with school ratings, commute times, and local insights will get mentioned over one with just property listings.
The pattern is clear: AI recommends teachers, not advertisers.
Your own website saying you're great is expected. It's promotional.
A local news site mentioning your fitness studio's community program? That's validation.
An industry directory listing your insurance agency? That's confirmation you're legitimate.
A community forum discussing your services? That's social proof.
AI tools like ChatGPT and Google AI Overview scan these external sources. They're looking for businesses that exist beyond their own website. Businesses that others talk about, reference, or cite.
This is why blog content on YOUR site needs to be paired with getting mentioned elsewhere. One pillar reinforces the other.
AI checks timestamps. A business with 50 reviews from 2018-2020 looks dormant. A business with 20 reviews from the past three months looks active.
This applies to your Google Business Profile if you're local. It applies to your product reviews if you're eCommerce.
Recent activity signals that you're currently operating, currently relevant, currently worthy of recommendation.
The chiropractor with reviews from last week gets recommended. The one whose last review is two years old gets skipped, even if their overall rating is higher.
Most businesses have this backward. They spend 80% of their effort on static pages that barely matter, and 20% on content that actually drives AI recommendations.
Flip that ratio.
Keep your About, Services, and Contact pages functional but simple. They don't need to be masterpieces. They need to exist and provide basic information.
Pour your energy into the three pillars that actually get you recommended:
Pillar 1: Educational blog content on your site. ChatGPT can't recommend what it can't read. No blog means you're invisible. Publish content that answers the questions your customers actually ask. Not promotional fluff about your services. Real, helpful information.
Pillar 2: Third-party mentions and citations. When local news sites, industry directories, or community platforms mention you, AI interprets that as authority. Your website alone isn't enough. You need external validation.
Pillar 3: Consistent fresh reviews. Recent reviews signal current relevance. Encourage customers to leave reviews regularly. Make it easy. AI checks those timestamps and factors recency into recommendations.
These three pillars work together. Your blog content demonstrates expertise. Third-party citations confirm you matter. Fresh reviews prove you're currently active.
That's the formula AI uses to decide who gets recommended.
Look at your current website. Count how many pages are static descriptions versus educational content.
If you have five pages about your company and zero blog posts answering customer questions, you're invisible to AI.
If your last blog post is from eight months ago, AI thinks you're dormant.
If you have no presence on third-party sites, AI has no external validation for your authority.
The fix isn't complicated. Start publishing educational content consistently. Get cited on trusted external sites. Keep your reviews fresh and recent.
Most business owners know they need this. They just don't have time to execute it. They spend four hours writing a generic blog post that sounds like every competitor's content.
That's where AI SEO optimization comes in. Not the technical SEO of keywords and meta tags. The strategic positioning that makes AI assistants recognize you as the authority.
When someone in your city asks ChatGPT for a recommendation in your industry, you want to be the name that comes up. That happens through educational content, third-party citations, and consistent fresh activity.
Your beautiful About page won't get you there. But the right content strategy will.
AI assistants like ChatGPT need evidence and proof to justify their recommendations, not company stories or mission statements. They prioritize educational content that demonstrates expertise, third-party citations that validate authority, and recent activity like fresh reviews—none of which your About page provides.
Three types of content drive AI recommendations: educational blog posts that answer real customer questions, citations and mentions on trusted third-party sites, and fresh recent reviews. These elements work together to demonstrate expertise, authority, and current relevance to AI systems.
AI checks timestamps and prioritizes businesses with recent activity, typically from the past few months. A business with 20 reviews from the last three months will often get recommended over one with 50 older reviews from years ago, even if the overall rating is higher.
No, these pages still serve human visitors and need to exist as functional, basic information sources. However, you should flip your effort ratio—spend less time perfecting static pages and more energy on educational content, third-party citations, and fresh reviews that actually drive AI recommendations.
Consistency matters more than frequency, but gaps of several months signal dormancy to AI systems. Regular publishing that answers real customer questions demonstrates ongoing expertise and current relevance, which are key factors AI uses when making recommendations.