How AI-powered search decides which businesses to trust – and what you can do to earn that trust online.

In AI search, reputation plays a bigger role than you might expect. Even if your site is visible, that doesn’t mean it’s trusted – and trust is what turns visibility into results. AI tools are learning to recommend not just any business, but the ones that seem credible, established, and helpful. And that means your online reputation is now a key part of how you show up in search.

In our last post, Make your brand and website visible to AI search, we looked at how to make your brand more recognisable to AI – how small changes to your website structure and branding can help AI search tools identify your business.

But recognition is just the beginning.

Even if AI can spot you online, that doesn’t mean it will trust you – and that’s where the second R comes in: Reputation.

Why reputation matters in AI Search

Think of AI tools like digital word-of-mouth machines. Their job is to recommend helpful, relevant answers which includes businesses, services, and providers.

So just like a person wouldn’t recommend a company they know nothing about, AI won’t suggest businesses that don’t seem reliable, established or real.

It’s not just about what you say about yourself, it’s what the wider internet is saying about you.

How does AI assess trust?

AI-powered search tools are trained to look for signals that show a business is credible. These signals don’t need to be flashy, but they do need to be visible, consistent, and honest.

Here are a few examples of what AI is likely to take note of:

• Testimonials and reviews
  Do customers speak positively about your work?
  Are you mentioned on Google, Facebook, or trusted directories?
• Clear, confident language
  Does your website sound like it was written by someone who knows what they’re doing?
  Is your messaging consistent across your site and social media?
• Helpful, original content
  Do you offer useful information, not just marketing fluff?
  Have you written blog posts, FAQs, or case studies that show your experience?
• Mentions and links from other websites
  Have other sites referenced your business?
  Are you featured in a local business directory, a partner site, or community page?

All of these count as trust signals – little indicators that you’re a real, capable business worth recommending.

What trust looks like on your website

You don’t need to go overboard or fake anything. You just need to make your existing credibility more visible.

Here’s where to start:

1. Add testimonials or reviews
   Even a short quote from a happy customer adds weight. Place them on your homepage, service pages, or a dedicated testimonials page. Don’t hide them away.
2. Include case studies or examples of your work
   These don’t have to be long. A paragraph or two explaining what you did, how it helped, and what the result was can make a huge difference.
3. Use a consistent tone and message
   If your homepage sounds like a corporate brochure but your social media is casual and quirky, that mismatch can feel off. Keep your voice and message aligned across platforms.
4. Be real and be findable
   Add a proper “About” page. Show your face, share your values, talk about your team. People (and AI) are more likely to trust a business that feels human.

Small businesses can absolutely compete here

You don’t need awards, media coverage, or hundreds of 5-star reviews to earn trust. You just need real signals from real people that show you care about your work and your clients.

In fact, small businesses often have the advantage here. You’re closer to your clients, more involved in your day-to-day, and often more responsive. That shows, and AI is starting to pick up on it.

Reputation works hand-in-hand with Recognition

If you haven’t read our post on Recognition, now’s the time. AI needs to understand who you are and trust that you’re worth recommending. They go together.

→ Make Your Brand and Website Visible to AI Search

And if you’re just joining us, this is part of a full series on how to get your website AI-ready. You can catch up on the others here:

→ Why AI Search is a Big Opportunity for Small Businesses
→ Why Websites Still Matter in an AI-Obsessed World

What does your online reputation say about you?

If you’re not sure what people (or search tools) find when they look for your business, now’s the time to take a fresh look.

Start small. Add one testimonial. Rewrite that waffly homepage text. Share one example of your work. You don’t need to overhaul everything — just start showing the great work you’re already doing.

Next up: Recommendations – How online chatter helps AI find you
We’ll look at the final R: how being mentioned, shared, and talked about online plays a big role in showing up in AI results.