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How do you get ChatGPT to recommend your business? Or Gemini, or whichever assistant your customers are actually using?
Five steps, and you can do all of them yourself.
This episode also covers schema markup, Wikidata, and the honest answer to "how do I get a Google Knowledge Panel," which is that you don't, directly, and anyone selling you one is selling something that doesn't work. Plus the correct sequence, because the wrong order wastes time: claim your handles first and polish later, since a bio can be rewritten any day of the week and a handle somebody else took is gone permanently.
Chapters
0:00 How do I get ChatGPT to recommend my business?
0:40 The three things people find when they look
1:00 Why an answer isn't a list
1:16 Step 1: One version of the truth
2:16 Writing your description at four lengths
2:35 Step 2: Inventory where you already exist
2:46 The pages you didn't create
3:00 Step 3: Make them all say the same thing
3:16 What platforms invent without telling you
3:55 Step 4: Connect things in both directions
4:16 The Google Knowledge Graph
4:46 One way links vs. two way links
5:16 Schema markup, Wikidata, and Knowledge Panels
5:46 Step 5: Verify by reading it back
6:45 Claim first, polish later
7:15 Who this moves hardest for
8:01 Close
About the show
Best Known is hosted by Brett K. Moore, Founder and Chief Executive Officer of Best Known Brand (brettkmoore.com). Co-hosted by Mike Partners, Co-founder and Chief AI Officer (mike.partners), and Russ Laggan, Co-founder and Chief Revenue Officer. Best Known Brand is at bestknownbrand.com.
Brett K. Moore and Mike Partners are the co-authors of AI or Die.
What will you do as the best known brand in your market?
Best Known is a show about AI visibility: how people and companies become the name that comes up when someone asks Google, ChatGPT, Gemini or Claude for a recommendation. Search changed shape. People increasingly ask an assistant instead of scanning a page of links, and an answer engine does not rank pages, it names the businesses and people it recognizes.
Hosted by Brett K. Moore, Founder and Chief Executive Officer of Best Known Brand (brettkmoore.com). Co-hosted by Mike Partners, Co-founder and Chief AI Officer (mike.partners), and Russ Laggan, Co-founder and Chief Revenue Officer.
Produced by Brett K. Moore and Mike Partners.
Each episode covers the practical work behind answer engine optimization: entity graphs, schema markup, Wikidata, Google Business Profile, and what actually makes a Google Knowledge Panel possible. Built for real estate agents and brokerages, speakers, authors and coaches, and executives building under their own name.
Best Known Brand is at bestknownbrand.com.
This is Best Known. I'm Brett K Moore, Founder and Chief Executive Officer of Best Known Brand.
Here's a question I get asked more than any other right now. The question is, how do I get ChatGPT to recommend my business? Or Gemini, or whichever assistant your customers are actually using.
I have five steps for you. But before we do that, here's one piece of context before we start.
If you've never looked yourself up properly, do that first. Signed out, private window, location set to your market, and then ask an AI assistant the way a customer would ask it. This might take two minutes, and it's the only honest picture you'll get, because your own browser knows you and shows you a version nobody else typically sees.
So most people find one of three things. First, almost nothing. Or plenty of profiles that quietly contradict each other. Or a beautiful website that no machine can actually read. So these are different symptoms, and there's five steps to fix this.
And it's worth being clear about why this is a different job than it used to be. Ranking on Google meant getting into a list, and a list is forgiving. Eighth place still exists. An answer isn't like that. There's no page two that people are going to honestly look at. So the problem here is you're just absent if you're not at the top.
And the industry calls this answer engine optimization. We call it AI visibility. But what you're doing is you're building a recognizable entity.
So, step one. Write down one version of the truth.
Everybody wants to skip this one, but it's the one that makes the other four work.
Open a document. Write your name exactly. One spelling, one format. If you use a middle initial, decide now and never vary it. I go by Brett K Moore. Not Brett Moore. Not Brett K. Moore with a period. That's one string, everywhere, forever.
Sounds fussy, but to a machine, Brett K Moore and Brett Moore are two different strings, which means two different candidates who might or might not be the same person. Every variant you use splits your evidence in half.
Then your title, written out in full. Not CEO. Chief Executive Officer. Full forms are unambiguous. Abbreviations aren't. CSO can be Chief Strategy Officer, Chief Sales Officer, Chief Security Officer, and a machine has to guess.
Then your company, your city, and your one website address.
Then write your description four times, at four lengths, because every platform has a different character limit, and improvising each time is exactly how the inconsistency gets created in the first place. One around 50 characters. One around 160 for most social profiles. A short paragraph. And a long paragraph, 200 words or more, for directories and business listings that give you the room.
That document's your source now. You never write a bio from memory into a form ever again.
So, step two. Inventory where you already exist.
Every platform, every directory, every profile. Include the ones you forgot about, and especially the ones you didn't create.
That last part matters more than people expect. There's a whole industry of sites that scrape professional data and they build pages about you. An old company, an old phone number, an old headshot from six years ago. Those pages sometimes outrank your own website, and most of them will let you claim or correct the listing if you just ask.
So write them all down. That's your working list.
Then, step three. Make them all say the exact same thing.
One at a time. Same name, same title, same city, same link, copied out of the document.
And watch for one specific trap, because this gets people over and over and over again. Platforms invent things on your behalf and they never tell you.
When we set up our own accounts, roughly a third of them generated something wrong. One assigned a 30 character random string as our public web address. One just made stuff up. One took our company name, split it in half, decided the first word was somebody's first name, and then totally mislabeled our publication on Substack. One handed us a username with five random digits stuck on the end.
Every one of those was live and public, and not one of those things announced themselves.
So after you create or update any account, go back and check the username and the display name. Not while you're filling in the form. After. That's where the junk hides.
So, step four. Connect things in both directions.
Almost nobody does this one, and it has more leverage than the other four combined.
Here's the idea underneath it. Google doesn't just keep a list of web pages. It keeps a graph of entities, things it recognizes as distinct things in the world. A person, a company, a book. And it stores the relationships between them. This person founded that company. That company published this book.
That's the Google Knowledge Graph, and it's what an assistant is drawing on when it decides whose name to talk about.
So relationships are the currency. Make yours explicit from both ends. If your company website says you're the founder, that's a claim the company is making about you. If your personal website also says you founded that company, now two independent sources agree. Agreement between independent sources is what turns a claim into a fact.
So one way links are assertions. Two way links are evidence.
So if you're part of a company, both ends need to say so. If you co-authored a book, your site points at the book and the book page points back at you. If you host a podcast, the show names you and your site names the show.
Here's how I know this matters. When we audited our own setup, our company site pointed at all three founders' personal websites, and not a single one of those sites pointed back. Every link was outbound. The entire network was worth a fraction of what it should have been, and the fix was just one line of code on each of the three websites.
So you're invisible until you look. But this is enormous once you find what to do here.
There's also where schema markup comes in. So this is code on your website that tells a machine what kind of thing you are, instead of making that machine infer it from your paragraphs. This is why Wikidata matters, because it's one of the public databases these systems read directly.
And let me answer the question that always comes next. How do you get a Google Knowledge Panel? Well, you don't, directly. You can't buy one, and nobody can guarantee you one. Anyone who tells you otherwise, by the way, is selling something that doesn't work. What you can do is build the conditions that make a Google Knowledge Panel possible, and that's everything in these five steps.
So, step five. Verify by reading it all back.
Don't trust a confirmation message, and I mean that literally.
I spent an entire evening watching a major platform tell me a change had saved eight separate times. Success every time, and every time it silently reverted. The interface said one thing and the record held another. And I only knew because I went back afterward and looked at what was actually published.
So after you make changes online, you have to leave, come back, and look at the live version. Sign out and look through a private window. What's public is the only thing that's really true. Everything else is a message a website decided to show you.
So here's the sequence, because the wrong order wastes a lot of time.
Claim first, polish later. If there's a platform you're not on and the handle you want is free, take it right now. Handles are first come, first served, and there's really no appeal. A bio can be rewritten any day of the week, but a handle that somebody else took, that's going to be gone permanently.
Then fix the places people actually land. Your website and your Google Business Profile. Those two carry a lot of weight, especially in a first lookup.
Then work down your inventory. Big platforms, then directories, then scraped pages that you're correcting.
Realistically, that could be a weekend if you're doing it yourself. And after that, it's a maintenance habit. Every time something changes, the title, the company, the phone number, you update the document first, then you push it everywhere. Ten minutes done right, instead of a slow drift back into contradiction.
And I'll tell you who this moves the needle for. Real estate agents, for example, brokerages, because agents compete almost entirely on name recognition, and a brokerage isn't one entity, it's a whole graph. Speakers, authors, coaches. Your name is your product. And executives building under their own name, where your personal brand and your company's credibility, they are the same asset.
So what those have in common is the name. It's the business. So this makes being known infrastructure. It's not just marketing.
And if you want the wider picture on putting AI to work in a small business, Mike Partners and I wrote a book called AI or Die. It's the plain version. It's written for owners instead of just written for engineers.
So, this has been Best Known. I'm Brett K Moore, Founder and Chief Executive Officer of Best Known Brand, and you can find me at brettkmoore.com. My co-founders are Mike Partners, he's our Chief AI Officer and Founder, you can find him at mike.partners, and Russ Laggan, he's our Founder and Chief Revenue Officer, and you can find him at russlaggan.com. And our company is bestknownbrand.com.