Part of our guide: Why is my website not getting enquiries?.
Written by Dan Sagar, FoundationsAI. Updated October 2026.
Ask it, but not just once. Ask ten questions your customers would ask, in ChatGPT, Perplexity and Google, and write down who gets named each time. It takes about an hour and gives you a starting point to measure against.
Why one question isn't enough
AI answers change with the wording, the tool and the day. Asking 'best plumber near me' once tells you very little. Ten different questions in three tools shows a pattern you can trust. Use a private browsing window where you can, so your own history doesn't steer the answers.
The 10 questions to ask
Write them the way a customer would say them, not the way you'd describe your business.
- 4 about your main services plus your town, such as 'boiler repair in Lymington'.
- 2 about price, such as 'how much does a new boiler cost in Hampshire?'.
- 2 'best' or comparison questions, such as 'best electrician in the New Forest'.
- 1 about a common problem, such as 'why is my radiator cold at the bottom?'.
- 1 that uses your business name, to check what the tools say about you.
Record the answers in a simple sheet
One row per question and one column per tool. For each answer, note whether you were named and who was named instead. In Google, also note whether an AI answer appeared at the top. Then add up each column, for example ChatGPT 2 out of 10. Being named in 2 or 3 answers out of 10 is a normal starting point, and zero is common.
What the results tell you
Open the websites of the businesses that were named. You'll usually find the same things: a prices page, plain facts about who they are and where they work, pages that answer the exact question you asked, and the same details on Google, Bing and the main directories. That's your to-do list.
If a tool gets your details wrong, such as an old phone number or a service you don't offer, fix it at the source: your website, your Google Business Profile and your directory listings.
For what to change, see What GEO means for your business.
Ask again in 4 to 6 weeks
Make your changes, then ask exactly the same 10 questions in the same three tools. Same questions and same tools, or the comparison means nothing.
Two other signs worth watching: visits from chatgpt.com, perplexity.ai and copilot.microsoft.com in Google Analytics, and 'ChatGPT or another AI tool' as an answer to 'How did you hear about us?' on your enquiry form. Many people read an AI answer and then search your name or ring you, so asking is often the clearest measure.
Rather we did it for you? Get a free AI search check. We ask the 10 questions and send you a short video of what we find.
Common questions
Why does ChatGPT recommend my competitor and not me?
Usually because their details are easier to find and check: published prices, a page for each service and town, answers to common questions, and the same details everywhere they're listed. AI tools tend to name the clearest business, not always the biggest.
Which AI tools should I check?
At least ChatGPT, Perplexity and Google, because they draw on different sources. Microsoft Copilot answers from Bing, so check Copilot too if you've never set up Bing.
How often should I check?
Every few months, and 4 to 6 weeks after any big change to your website or listings, using the same 10 questions each time.
Want your website to answer the questions customers ask?
Book a 45-minute demo. See also our guide: why is my website not getting enquiries?