What is the customer asking?

“Where can I order kitchen furniture?” and “Who makes kitchen furniture with measuring and installation in Jelgava?” are different questions. The first person is still exploring. The second already knows where they need the service and what it should include.

Answering the second question means finding a business that offers all three: making the furniture, measuring and installing it in Jelgava. “Quality furniture at a good price” does not tell you that. Neither does a beautiful kitchen photograph tell you whether someone will visit to take measurements.

This is an invented example, but a similar question can help you check your own website. Take a question from a customer’s email and find the passage on your page that answers it. If only you know the answer, it still needs writing down.

Does your website answer it?

A business is well placed to explain its own service. A furniture workshop can say which materials it uses, where it visits customers and what an order includes. These details help both buyers and search engines.

Returning to our furniture workshop example, the service page could say: “We make kitchens to order in Jelgava and the surrounding municipality. We take measurements before production. Our quotes list the furniture, delivery and installation costs separately.”

The same page can explain how to book a measuring visit, typical waiting times and what determines the price. You do not need a separate article for every question: short answers belong on the service page itself.

Check access to the page too. OpenAI says websites need to allow its search crawler so their content can appear in ChatGPT search answers. Your website maintainer can check this.

What can be found about the business elsewhere?

A business directory or industry review can help answer a general question about service providers. It brings together several businesses, their offers and their locations. Those sources are worth examining when you review an AI answer.

ChatGPT search answers include links to their sources. Open them and check where the information about the named businesses came from.

A business being named and its website being linked are different things. ChatGPT can name a business while citing a directory. A link to a company’s article does not necessarily mean the company is being recommended as a service provider.

If the answer uses a directory in your industry, check your listing. Does it describe your current services and the towns you cover? Does the link go to the right page? Start with sources you see in answers about your industry.

What did our checks show?

On 22 September 2026, we checked how ChatGPT answers questions about AI visibility services in Latvia.

Two answers illustrate the variety of sources used. The questions below are English translations of the Latvian originals:

  • “Who in Latvia offers AI visibility optimisation (AEO/GEO) for businesses?” The prose answer named six businesses, including MOZA Agency, eComStrive and Seos. Its citations included APG Agency’s comparison of Baltic agencies and two service pages, from e-komercija.lv and seos.lv.
  • “Where in Latvia can I order an AI visibility audit for a website?” The prose answer named LocalUp.lv, Seos, Marketing Hackers and ai-labspace.eu. Its citations linked to a Marketing Hackers service page and an ai-labspace.eu terms page.

This small check shows that a source can be a business’s own page or someone else’s comparison. It does not prove that general questions always lead to directories and specific questions to business websites. Nor does it establish why a particular business was selected.

Where should your business start?

Choose one service and a question a new customer might ask about it. Leave your business name out of the question. Then:

  1. Read the answer and its sources. Record the question, date, named businesses and cited pages. Repeat the check on another day: one answer cannot tell you how often a business is recommended.
  2. Fill the gaps on your service page. Add missing answers about the offer, pricing or how it is calculated, and where the service is available.
  3. Correct information on other websites. Check the directories and industry pages cited in the answer.

If your website already performs well in Google, keep maintaining it. Google says its AI search features still rely on familiar SEO fundamentals: useful content, accessible pages and internal links. No special “AI markup” is required. Google’s guidance

For more on the initial work, read How can a Latvian business appear in ChatGPT answers? Our free audit shows how AI tools answer questions about your industry and which businesses they name.