ChatGPT visibility in 40 days: How Baby Sisters got their first conversion through AI Search

What was the initial situation?

While the situation for Gemini was under control, Baby Sisters had close to zero ChatGPT visibility for important prompts directly tied to their business, such as “How to find a trusted babysitter in Lisbon?” or, in Portuguese, “babysitter de confiança em Portugal.” And for Google AI overviews, the brand would occasionally appear at best, but mentions were sporadic, lacked context, and often did not hyperlink back to Baby Sisters’ website.

For a business built on trust, credibility, and discovery, this was a major obstacle. Parents were increasingly turning to AI-driven answers instead of Google when researching childcare options. Without a presence in these results, Baby Sisters risked losing out to competitors, or even to their long-time nemesis of private, unverified babysitters.

Not yet 2 months into their collaboration with Indexed Lab, we have started seeing the first results. As of the date of writting, Baby Sisters ranks first on ChatGPT for their most important prompts, featured with rich, contextual descriptions that set them apart as the trusted option. Even better, for discovery queries like “What should I look for in a babysitter’s profile to guarantee they’re qualified?” or “How much does a babysitter cost in Portugal?” Baby Sisters went from invisible to consistently hyperlinked as the primary authority.

Where did we see the most improvement?

The transformation is only getting started but is already measurable. Baby Sisters went from near-invisibility in ChatGPT to being prominently featured as the first recommended option.

This visibility breakthrough means that when parents ask ChatGPT or Google’s AI Overviews for childcare options, Baby Sisters is no longer absent. They are positioned as the trusted, expert choice.

Positive impact to the business

AI visibility didn’t just improve citations and rankings, it translated into real traffic business outcomes. In the last 28 days alone, Baby Sisters recorded 34 website visits directly originating from ChatGPT recommendations, up from zero only months earlier. Visits attributed to ChatGPT grew 96% compared to when Indexed Lab first began optimisation.

Most importantly, Baby Sisters experienced their first customer conversion originating from ChatGPT in late August. For a business built on long-term relationships with families, this early signal of ROI proves the potential of being present in AI-driven discovery channels.

CEO Margarida Menezes reflects on the journey:

“In late June I started observing a massive organic traffic drop from google search. I went into a bit of a panic mode as I was seeing the first warning signs of a negative effect in my bottom line. Luckily, I came across Indexed Lab. The team helped us get the first results faster than I thought possible. In just weeks we went from not showing up at all to consistently ranking first on ChatGPT. My website visits from AI search doubled, which is contributing for us to recover the organic search traffic we previously lost. This is just the beginning, but it already shows how critical AI visibility is for our growth.”

— Margarida Menezes, CEO

The Indexed Lab approach

So how did Indexed Lab move Baby Sisters from invisibility to first place in AI-driven results? The approach was structured around three service pillars:

Getting the basics right

We optimised Baby Sisters’ website technically so AI systems could crawl and index it correctly. In traditional SEO, steps like structured data, robots.txt clarity, and crawlability are optional. In AI SEO, they are non-negotiable.

Upgrading Baby Sisters’ content

From there, we launched AI-optimised blog articles designed to position Baby Sisters as the authority on childcare in Portugal. By answering not only transactional queries like “babysitter Lisbon” but also informational ones like “how to evaluate a babysitter profile,” we ensured that AI models cite Baby Sisters as a trusted source for parents.

Covering web surface

Finally, we expanded Baby Sisters’ “web surface.” This included enhancing their Google Business profile and strategically ensuring mentions across credible third-party platforms (like Yielp, Wikidata and expat portals in Portugal). These external signals reinforced authority in AI systems, helping Baby Sisters secure consistent placement and rich context in results.

This three-pronged approach mirrored what worked for other Indexed Lab clients, but was tailored specifically to the high-trust, parent-focused nature of the childcare industry.

AI visibility in the childcare industry

Why does this matter so much in the childcare industry?

First, this is about children. Parents are rightly cautious and will research extensively before entrusting their kids to a babysitter. They seek reassurance not just from word-of-mouth but increasingly from the increasingly reliable ChatGPT. If Baby Sisters appears as the top-cited, hyperlinked authority in those results, they gain trust from the very first query.

Second, the childcare market is fiercely competitive. Beyond established agencies, Baby Sisters also faces competition from private babysitters, which are often less vetted and less reliable. When AI results showcase agency-based services as the safer, more trustworthy choice, parents are nudged toward better options. Baby Sisters is now positioned not only as a competitor but as the gold standard for childcare in Portugal.

External research confirms the stakes. Gartner predicts that by 2028, organic website traffic will drop by 50% as AI-driven answers replace traditional search. For industries like childcare, where parents have zero margin for error, being cited early and often in AI search isn’t just advantageous. It’s essential for survival.

What you should do next

Baby Sisters’ story highlights a truth every business should take seriously: AI search is reshaping consumer behaviour faster than expected. Customers are no longer scrolling through 10 pages of Google results, but instead are relying on AI models to give them the “best” choice instantly. Brands that act now secure first-mover advantage. Brands that wait risk being invisible.

Indexed Lab helps businesses like Baby Sisters, Flash Facial, and Wandr transform invisibility into top AI placement. The playbook is proven. The inputs are measurable and the results can be tested by anyone.

We still have some spots to help new customers in 2025, so schedule a call now!

If you’d like to see another success story, read how Flash Facial went from invisible to top AI choice.