Four AIs, four strengths: ChatGPT conversational, Claude factual, Perplexity always-cites, Gemini Google-integrated. What counts for each.
There is no such thing as "AI search". There are four different engines with different strengths and weaknesses for local providers. Knowing that helps you understand why sometimes ChatGPT cites you and Perplexity doesn't — or the other way around.
200+ million weekly users. Often the first choice for local queries. Strength: conversation, context depth. Weakness: recency — training data has cutoffs. For local searches ChatGPT uses Search mode, which pulls real-time websites.
What helps: complete Google profile, website with clear FAQ structure, documented specialisation.
Growing user base, especially in B2B. Strength: factual rigour, careful answers. Weakness: often holds back on recommendations. For "which workshop would you recommend" Claude often gives general criteria instead of three names.
What helps: verified data (Trustpilot, Google), clear source attribution on your website, schema.org.
Built specifically as an "answer engine". Always answers with source attribution, often citing 5-8 websites. Strength: recency, source diversity. Whoever is in the Perplexity index gets mentioned disproportionately in local answers.
What helps: llms.txt file, RSS feed, frequent website updates. What llms.txt does for local businesses, here.
Biggest reach because integrated into Google Search. Strength: local knowledge, Maps data, reviews. Weakness: tends to favour big brands over small businesses. How AI Overviews change local SEO, here.
What helps: complete Google Business Profile, many reviews, local backlinks.
Ask the same industry question in all four engines. Compare answers. Where are you cited, where not, who is named instead? That is your gap analysis. How we optimise all four engines in parallel, here.
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