Maritime AI: How maritime companies become visible in Bing, Google, ChatGPT, and Perplexity

In 2025, it’s clear: those who aren’t visible online simply don’t exist. But becoming visible is no longer just about optimizing for Google. The rise of AI search engines like ChatGPT, Perplexity, and Claude is changing the game. Users ask a question and immediately receive a ready-made answer. But how do you ensure that your maritime company, product, or service appears in that answer? This article explains.

The necessity: AI complements Google – but only those who are visible count

Where we used to talk about ‘ranking on Google,’ we now also talk about ‘being included in the AI response.’ This requires an expansion of your approach. AI tools don’t just get their information from your website alone but combine sources such as Bing, Wikipedia, forums, news articles, and LinkedIn. Those who think an optimized homepage is enough are falling behind.

The good news: your existing SEO efforts for Google are still a powerful foundation. But if you want to appear in AI search engines as well, you simply need to broaden that base.

1. Bing and Google – ensure a double foundation

Just as you optimize your site for Google, you must do the same for Bing. ChatGPT uses Bing as a basic source. If your website isn’t well-indexed there, you simply won’t be visible. Make sure you have an up-to-date sitemap, a clear page structure, and check your presence via Bing Webmaster Tools. Especially maritime companies with many technical products forget this.

Example: A manufacturer of ballast systems saw their products appear in Perplexity’s answer to “what are the most sustainable ballast solutions in 2025?” after optimizing for Bing.

2. Long-tail wins over generic

AI prefers specificity. Not “ship engines” but “electric ship engines for inland shipping in 2025.” Use these types of terms in your metadata, your headings, and – very importantly – in your external content.

3. Structure on your site = findability in AI

Use FAQ schemas, clear hierarchy in your content, and bundle knowledge in knowledge bases or sections such as ‘Whitepapers,’ ‘Technical information,’ etc. AI tools can then better navigate and understand your site.

4. External authority = internal visibility

The more frequently you are mentioned externally, the better your AI ranking. This works just like traditional SEO, but now LinkedIn discussions, niche blogs, and industry forums also count.

5. Smart PR = smart AI indexing

Publish news on niche platforms such as Maritiem Nederland, SWZ Maritime, or Offshore Energy. AI tools actively crawl these sources. And… don’t forget LinkedIn Pulse.

Bonus strategy: harness the power of LinkedIn Pulse

Did you know that Google indexes LinkedIn articles extremely high? LinkedIn Pulse, the article form within LinkedIn, is an SEO goldmine. Google trusts LinkedIn’s servers – and if you publish a well-written, optimized Pulse article, you have a good chance of ranking above your own website in search results.

Example: Search Google for ‘Maritime Contract Management.’ There’s a good chance you’ll immediately see a Pulse article from The Synergy Partner B.V. That article scores higher than their own website.

A smart tactic: write articles that answer a question as AI would. Use specific terms, build the article logically, and share it in the right LinkedIn groups.

Extra tip: Combine this with keywords that you also use on your website. This connects domains and increases the chance that AI makes the connection between your LinkedIn profile, your article, AND your website.

Practical tips for maritime companies

• Write FAQs about your products and technology Explain how your battery containers work, or what the benefits of hybrid propulsion are in inland shipping. Think from the perspective of questions that AI users ask.
• Optimize your indexing for both Google and Bing Use Bing Webmaster Tools AND Google Search Console. Make sure your sitemap is well-structured and up-to-date.
• Publish at least once a month on LinkedIn Pulse For example, about how your product aligns with new EU directives or sustainability requirements in the maritime sector.
• Make sure you are mentioned by others Collaborate with industry peers, get mentioned in news articles, ask customers to tag you. AI picks that up.
• Monitor your visibility Test yourself regularly in ChatGPT and Perplexity: what answers do they give to questions about your market? Are you visible? Adjust your content based on what you see.

Finally

AI is changing how customers, partners, AND clients search for information. If you wait, you disappear. If you act now, you’ll be the one ChatGPT mentions first when asked about sustainable propulsion, advanced navigation, or maritime data logging. And yes, it really works. You just need to learn how to play the game. Now you know, good luck!

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