Google vs. ChatGPT: Is Your Notary Business Ready for AI Search?

Credit where credit is due, Darren Shaw (founder of leading SEO firm, Whitespark)  recently shared some eye-opening insights about how AI-driven search (like ChatGPT) is changing the game for local businesses. And listen up notaries, we’re not immune to this shift.

We all know the basics of local SEO: Optimizing your Google Business Profile, getting reviews, and making sure your website doesn’t look like it was built in 1999. But AI search engines like ChatGPT are playing by slightly different rules.

A study by Semrush found that only 30% of searches on ChatGPT mirror traditional Google searches. The other 70% are using AI in brand-new ways.

For example, if someone needs a mobile notary, their Google search might look like this:

“notary near me”

But if they ask ChatGPT, they’re more likely to say:

• “Can you recommend a reliable mobile notary in my area?”

•  “Who’s the best traveling notary in [city]?”

•  “I need a notary who specializes in estate documents. Any recommendations?”

See the difference? It’s conversational, and they’re often asking follow-up questions.

So How Do You Show Up in AI Search?

Most of the traditional SEO strategies still work, but with a fresh twist. The future of local search is Authority + Relevance. 

The days of stuffing keywords into your website are fading fast. The new game is about building authority, staying topically relevant, and making sure your name keeps popping up in the right places.

Your notary business doesn’t just need to rank, it needs to be recognized. And that means stepping up your digital PR, networking, and reputation-building efforts.

Here’s EIGHT ways you can start doing that today: 

#1 Train AI to Recognize You

Yes, you can literally teach ChatGPT (and other AI models) about your business! The more data AI has about you, the better your chances of showing up in search results.

• AI models pull from publicly available web data, directories, and structured sources. To increase your chances of being included, make sure your website is easily discoverable and structured properly.

• Create a clear, structured "About" page on your website with your services, credentials, and location-specific details.

• Engage with AI-driven directories (like Yelp, Nextdoor, and Thumbtack) since AI often pulls from these sources.

#2 Optimize for Conversational Search

AI models don’t just scan keywords, they prioritize natural language and real-world phrasing. That means adjusting your content to match how people actually talk when looking for a notary.

Traditional SEO: “Mobile Notary in [City]” AI-Friendly SEO: “Where can I find a reliable mobile notary near me?”

• Write content in a Q&A format. Example: “What should I bring to my notary appointment?”

• Use full sentences and conversational tone. Example: Instead of “Notary services estate planning”, say “Need a mobile notary for your estate documents?”

• Structure pages for AI readability. Use clear headings (H1, H2, H3), bullet points, and direct answers to common notary questions.

#3 Add “AI-Friendly” Content to Your Website

AI pulls information from blogs, FAQs, and guides, not just static service pages. The more valuable content you provide, the more likely AI is to recommend you.

Content ideas tailored for mobile notaries:

• “How to Find a Mobile Notary Near You”

•  “What Documents Require a Notary & How to Prepare”

• “Emergency Notary Services: What to Do When You Need a Notary Fast”

• “The Difference Between a Notary Public and a Loan Signing Agent”

Use tools like Google’s “People Also Ask” and AnswerThePublic.com, and even Reddit to find real-world questions people ask about notary services.

#4 Boost Your Presence on Multiple Review Platforms

AI search engines don’t just pull from Google reviews anymore, they consider a wide variety of sources to determine credibility.

• Get reviews on Google Business Profile, Yelp, Nextdoor, Trustpilot, Facebook, LinkedIn, Gotary.com, and any local directories in your city.

• Encourage customers to use natural language in their reviews. Example: “Bill was an amazing mobile notary! I needed a last-minute notarization for my real estate closing, and he made the process smooth and stress-free.” (Most people do this anyway)

• Have a review-getting strategy in place that makes this easy for both you and your clients.

#5 Leverage Local Digital PR

AI search engines look at brand recognition across the web, not just on your website. If a website or blog mentions you, that gives huge credibility to AI models.

Ways to get mentioned online:

• Get featured on a local news site or blog. Example: “Top 5 Notary Services in [City]”

• Submit guest posts or press releases about your services. Example: “The Rising Demand for Mobile Notaries in Estate Planning”

• Engage in community conversations on LinkedIn, Alignable, and Facebook groups where people look for notary services.

#6 Claim & Optimize Your “Best of” Listings

AI search models love curating “best of” lists when providing recommendations. If you’re not on these lists, your visibility takes a hit.

• Find and apply for “Best Notary in [City]” lists on Yelp, Expertise.com, and local publications.

• If no list exists, create your own! Write a blog post on your website: “The Best Mobile Notary Services in [Your Area]” and highlight yourself (plus a few others for credibility). This is a great way to highlight your trusted referral partners and colleagues. 

• Encourage customers to tag you in “recommendation” threads on social media. AI models scan these posts too!

#7 AI-Optimized Business Listings

Make sure your business name, address, and phone number (NAP) are perfectly consistent across Google Business Profile, Yelp, Apple Maps, Bing Places, and local directories.

 Extra step: Add detailed business descriptions optimized for AI! Instead of just saying:

"Bill Soroka - Mobile Notary in [City]"

Use:

"Bill Soroka is a mobile notary and loan signing agent serving [City] and surrounding areas. Specializing in estate planning, real estate closings, and general notarizations, he provides fast, reliable service at your location. Available for urgent notarizations and after-hours appointments."

AI loves clear, detailed descriptions like this.

#8 Use AI to Audit & Improve Your Visibility

Want to know why AI isn’t ranking you? Ask it.

• Here’s a prompt for ChatGPT: “If I were a customer looking for a mobile notary in [City], which businesses would you recommend and why?”

• Here’s a prompt for Google’s Gemini AI: “Who are the top-rated mobile notaries in my area?”

If your name doesn’t show up, AI will tell you which businesses are ranking and why, giving you exact clues on what to fix.

Future-Proof Your Notary Business for AI Search

• Keep your website fresh with valuable Q&A-style content

• Write naturally so AI understands and recommends you

• Get listed on multiple directories beyond Google

• Diversify your reviews (Google, Yelp, Facebook, Trustpilot)

• Get featured in local PR, “best of” lists, and blogs

• Ensure your business info is accurate across platforms

• Ask AI how it ranks notaries, then adjust accordingly

The notaries who adapt to AI search now will dominate the next era of local business marketing. Don’t wait until ChatGPT and other AI models are fully integrated into everyday search habits, start optimizing now.

Even with AI local search, the foundations of SEO are still critically important. If you haven't yet optimized your Google Business Profile, let notary marketing expert, Jim Allen, guide you through th eprocess. He and I collaborated on the GBP Mastery course that will take you from no man's land on the internet to ranking on page one of Google results in no time. 

Make it easy for AI to find you! Learn more about the GBP Mastery course here. 

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