Help! I Need an “Applesteel Stamp for My Birth Certificate!”

Ah, the joy of public confusion! If you’ve been in this business for more than five minutes, you’ve already heard it:

• “I need an apostle.” (Saint Peter is unavailable, but I can help.)
• “I need a notary stamp for another country.” (It’s called an apostille, and I got you.)
• “Can you legalize my birth certificate at the embassy today?” (Depends. Are we time-traveling?)

As entertaining as these misfires are, they highlight a real problem: people don’t know what they’re looking for, and AI-powered search engines are trying to help them anyway.

I just learned this from my friend Bill Soroka (Have you listened to his podcast about AI search? Check it out here). 

What’s Changing in Local Search?

AI-driven search is flipping the script on traditional SEO. I was like, oh great…I finally just figured out Google Business Profile, and now Bill has me talking to robots. 

It’s not as complicated as that though. In fact, you don;t even need to use AI in order to optimize for it. Your customers are using AI though, so it’s worthy of your attention. 

Instead of just matching exact keywords, AI is interpreting the intent behind the search, even when that intent is, well, a little… messy.

People aren’t typing “apostille agent near me” into Google anymore. They’re asking AI-powered search engines full sentences, like:

• “How do I make my U.S. documents valid in Spain?”

• “Where can I get my birth certificate legalized for Mexico?”

• “I need a fast notary for international use in Philadelphia!”

If your website, or your Google Business Profile, or even your notary directory profiles,  aren’t  optimized for these natural-language, problem-driven searches, you’re missing out on desperate, motivated clients who need your services yesterday.

3 Ways to Optimize Your Website for AI Search (So You Get Found Fast)

1.  Speak Their Language (Even When It’s Wrong)

• Include common mispronunciations and phrasing in your website’s FAQ, blog posts, and service descriptions.
• Example: “People often ask for an ‘apostle’ or ‘notary legalization stamp.’ What they actually need is an apostille or embassy legalization. We can help with both!”
• AI will connect those misspelled, panicked searches to YOU, the real expert.

2.  Answer Questions Directly on Your Site

• Create a page dedicated to common customer questions written in plain English (or whatever language they speak).
• Example: “If you’re trying to make a U.S. document valid in another country, you likely need an apostille or embassy legalization.”
• Search engines reward direct answers, so format them clearly: Q: Can I get an apostille in one day? A: Yes! If your document qualifies, we offer same-day apostille services in Philadelphia.

3.  List Your Service Area Like a Human Would

• AI searches focus on conversational phrases, not just zip codes. Instead of only saying “We provide apostille services in Philadelphia,” also include:
• “Serving Philadelphia, Center City, South Philly, and surrounding areas.”
• “Need an apostille in Philly fast? We’re right downtown and ready to help.”
• “Live in New Jersey? We handle apostilles for NJ and PA residents!”

This way, whether someone searches “urgent apostille downtown Philly” or “apostille agent in Bucks County,” you show up.

Claim Your Google & Bing Business Profiles, Like, Yesterday

AI search prioritizes business listings with complete, accurate info, especially Google Business Profile and Bing Places. If your profile isn’t up to date, you’re invisible.

• Make sure your business name, address, phone number, and hours are accurate (and consistent throughout the web)
• Add “apostille” and “embassy legalization” as services
• Regularly post updates, answer Q&As, and upload photos to keep your listing fresh

As Bill told me, the old rules of search engine optimization, especially for Google Business Profile still rule. But now we also have to account for the new player on the field (I don’t know why he uses sports analogies so much- he doesn’t even play watch sports ball). 

AI isn’t just reading keywords anymore, it’s interpreting customer intent. Isn’t that fascinating?

If your website talks like a real human, answers real questions, and shows up where customers are searching, you’ll capture more business from confused, urgent, and desperate apostille-seekers. In other words, you can help more people and make more money. 

And hey, that’s what we do best, right?