ChatGPT and other AI tools recommend coaches based on three main factors: clarity, credibility, and consistency. Start by making your website crystal clear about who you help and what problems you solve. Use specific language like "I help burned-out professionals regain work-life balance" instead of vague phrases like "I help people find their purpose."

Next, build up your credibility with Google reviews, testimonials, and case studies. AI tools trust what others say about you more than what you say about yourself. Finally, make sure your business information—name, phone number, services, and description—matches everywhere online: your website, Google Business Profile, LinkedIn, and any directory listings.

The key is to think like a matchmaker. AI wants to connect the right client with the right coach, so make it easy by being super specific about your niche.

Traditional SEO focuses on ranking for short keywords like "life coach Boston" on Google's search results page. AI search optimization is about getting recommended inside AI tools like ChatGPT, Perplexity, and Google's AI Overviews.

The big difference? AI tools prioritize conversational, natural language and look for direct answers to specific questions. Instead of optimizing for "anxiety coach," you'd optimize for questions people actually ask like "Can a life coach help with anxiety or do I need therapy?"

You still need good traditional SEO—things like having a Google Business Profile and getting reviews. But now you also need FAQ pages, conversational content, and service pages that directly answer the questions your ideal clients are asking out loud or typing into their phones.

Think of it this way: traditional SEO gets you on the list; AI optimization gets you personally recommended.

Yes, and here's why: AI tools scan your website looking for clear, specific information. If you list all your services in bullet points on your homepage or About page, AI has a harder time understanding what you specialize in.

When you create dedicated pages for each service—like one for accountability coaching, another for burnout recovery, and another for career transition coaching—you help AI match you with people searching for exactly that service.

Each page should include an FAQ section, explain who that service is for, describe the specific problems it solves, and include testimonials or case studies related to that service. This level of detail helps both AI tools and potential clients understand if you're the right fit.

Plus, separate service pages improve your traditional Google rankings too. It's a win-win.

Make it a habit to ask for a review after every major win or at the end of a successful coaching engagement. The best time to ask is when a client shares a breakthrough or tells you how much you've helped them—their enthusiasm is at its peak.

Focus on Google reviews first since they show up prominently in both Google search results and get picked up by AI tools. Also encourage reviews on Trustpilot and Facebook. Send clients a direct link to make it as easy as possible—most people are happy to leave a review but won't do it if there's friction.

A simple message works: "I'm so glad our work together has been helpful! Would you mind sharing your experience in a quick Google review? Here's the link: [insert link]. It really helps other people find the support they need."

Aim to collect at least one new review per month if you're actively coaching. The recency and quantity of reviews both matter to AI recommendations.

Start by sharing your own story. Create content explaining why you became a coach, what challenges you've overcome, and how those experiences help you understand your clients' struggles. This builds the "experience" part of Google's E-E-A-T standards.

You can also use case studies from the coaching industry in general. For example, if you help people with career transitions, share statistics and stories about how coaching has helped others in similar situations. Just be clear these aren't your personal clients yet.

Another option: offer a few free or deeply discounted sessions to friends, family, or people in your network in exchange for honest testimonials and reviews. Make sure they leave reviews on Google and allow you to use their feedback (with permission) on your website.

Finally, highlight your credentials. Where did you get certified? What professional coaching organizations are you part of? What's your educational or professional background that makes you qualified to coach in your niche? All of this builds credibility while you're building your client base.

ChatGPT can technically find any website, but you're making it much harder on yourself without a Google Business Profile. Here's why: ChatGPT often uses Bing search data (since Microsoft owns both), and both Google and Bing prioritize businesses with complete, verified profiles.

A Google Business Profile gives AI tools structured information about your business: your exact services, location, hours, contact info, reviews, and photos. This makes it exponentially easier for AI to understand what you do and recommend you accurately.

Setting up a Google Business Profile is free and takes about 15 minutes. Even if you work from home or only offer online coaching, you can still create a profile (just choose "service area business" and hide your home address). This is one of the easiest, highest-impact things you can do for both traditional SEO and AI discoverability.

Don't skip this step—it's low-hanging fruit.

Your About page should pass the "5-second test"—can someone (or an AI tool) understand exactly what you do in five seconds or less? Here's a simple formula:

Start with a clear headline: "I help [specific type of person] with [specific problem] to achieve [specific result]."

Example: "I help overwhelmed executives avoid burnout and build positive long-term habits."

Then write 2-3 short paragraphs (2-3 sentences each) explaining your approach, your background, and why you're qualified. Use natural, conversational language like you're talking to a friend.

Add an FAQ section right on your About page with questions like:

• Who do you work with?

• What problems do you help solve?

• How is your approach different?

• What credentials do you have?

Avoid flowery language like "helping you discover your authentic self" or "empowering your journey." AI tools need concrete, specific information. Save the inspirational language for your marketing materials and social media.

Inconsistent information confuses AI algorithms and hurts your credibility. If your LinkedIn says you're a "career coach," your website says "professional development coach," and your Google profile says "executive coach," AI doesn't know which one is accurate.

This inconsistency can prevent AI tools from recommending you at all, or worse, recommend you for the wrong type of coaching. It also looks unprofessional to potential clients who might see these discrepancies and wonder if you're legitimate.

Do a quick audit: Google your name and business, then check every listing that appears. Make sure these elements match everywhere:

• Your exact business name

• Your phone number and email

• Your service descriptions

• Your location/service areas

• Your core message about who you help

You can actually ask ChatGPT to help: "Can you search for [your business name] online and tell me if my information looks consistent across different platforms?"

Fix any mismatches you find. This cleanup usually takes an hour or two but makes a huge difference.

Videos give you a significant advantage for several reasons. First, Google owns YouTube, so YouTube videos often appear at the top of search results. Second, AI tools can analyze video transcripts, so your spoken words become searchable content.

Third, and most importantly for coaches: people want to see and hear you before they book a session. Your voice, energy, and presence help potential clients decide if you're the right fit. A simple video where you introduce yourself, explain your coaching approach, and share your story can be more powerful than pages of written content.

You don't need fancy equipment. A smartphone and natural lighting work fine. Create short videos (3-5 minutes) answering common questions your clients ask. Post them on YouTube, embed them on your website, and share them on LinkedIn and Facebook.

Start with one video per week if you can manage it. Over time, you'll build a library of content that works for you 24/7. Even just adding one "About Me" video to your homepage makes a measurable difference in how many people reach out.

This isn't an overnight process, but you can see initial results within 4-8 weeks if you implement the core strategies consistently. Here's a realistic timeline:

Week 1-2: Set up or optimize your Google Business Profile, audit your website for clarity, and start asking for reviews. These are quick wins.

Week 3-4: Create or update key pages (About, Services, FAQ), ensure your information is consistent everywhere online, and publish your first few pieces of optimized content.

Week 5-8: Continue building reviews, create more content answering specific questions, and monitor how AI tools respond when you search for your services.

The coaches who see the fastest results are those who:

• Are specific about their niche (not trying to help everyone with everything)

• Get 5-10 solid Google reviews quickly

• Create dedicated FAQ and service pages

• Publish regular content (weekly blog posts or videos)

Remember, traditional SEO can take 6-12 months to show significant results. AI optimization tends to be faster because these tools are actively looking for helpful, authoritative sources to recommend. But you still need patience and consistency.

Test your progress by searching for your services in ChatGPT or Perplexity every few weeks. See if you start appearing in recommendations. That's your real-world proof it's working.