Why Isn't ChatGPT Recommending My Business? - with Matt Gaskin

About this episode

Marcus Cauchi discusses with Matt Gaskin how AI search is transforming business visibility and the importance of trust signals for online presence.

In this episode of The Inquisitor Podcast, Marcus speaks with returning guest Matt Gaskin about a shift most businesses still haven’t recognised properly: AI search is changing how buyers discover and evaluate suppliers. Matt argues that your website is no longer just a marketing brochure. It is now a trust and credibility signal for AI systems like OpenAI’s ChatGPT, Google Gemini, xAI Grok, and Perplexity AI. The conversation began after Matt shut down his Google and Facebook ads because they generated huge amounts of noise, poor-fit enquiries, and almost no conversions. That forced him to ask a difficult question: “If a real buyer asked AI who to recommend in my market, would my business even appear?” The answer was no. What followed was a six-month investigation into how AI systems evaluate businesses online, what creates trust signals, and why many websites unintentionally confuse both buyers and AI models. Marcus and Matt explore: Why visibility and recommendation are not the same thing How unclear messaging creates “entity drift” and confuses AI systems Why FAQs, buyer answers, case studies and authority signals matter more than flashy design The risks of generic “we serve…

People in this episode

Host: Marcus Cauchi

Guest: Matt Gaskin

Topics covered

• AI search
• business visibility
• trust signals
• website optimization
• buyer behavior
• AI recommendation systems

Keywords

• ChatGPT
• AI systems
• business recommendations
• website trust signals
• SEO
• buyer discovery
• entity drift

Mentioned in this episode

Organizations: OpenAI, Google, xAI, Perplexity AI

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