--- title: How doris cracked AI visibility description: When parents ask ChatGPT or Gemini where to compare international schools, doris comes up first. Here's how we got there, and what it means for schools. image: https://blog.doris.school/hubfs/Screenshot%202026-05-08%20at%2019.08.23.png --- [![Doris logo 1 (2) (1) (1)-1](https://blog.doris.school/hubfs/Doris%20logo%201%20(2)%20(1)%20(1)-1.png)](https://partners.doris.school) - [Pricing](https://partners.doris.school/pricingpage) - [Our Audience](https://partners.doris.school/our-audience) - [Articles and insights](https://blog.doris.school/school-resources) - [Partner Schools](https://partners.doris.school/partners-and-case-studies) [Book a demo](https://share-eu1.hsforms.com/1SHW0ecONT3iAqYMMxABxmA2ejtrc) AI school search # How doris cracked AI visibility When parents ask ChatGPT or Gemini where to compare international schools, doris comes up first. Here's how we got there, and what it means for schools. [Giulia Ceccon](https://blog.doris.school/school-resources/author/giulia-ceccon) May 8, 2026 --- ## How doris cracked AI visibility When we talk to schools about doris, a question that almost always come up is how many parents use it, and how do they find us. The answer, as you'd expect in the sector, used to be somewhat predictable: a mix of googling, stumbling upon paid ads, blogs and guides, and social media. But since the start of the year, AI has been rising through the ranks. Because when parents ask ChatGPT, Gemini and other AI tools where to find and compare international schools in their country, doris is the first platform recommended, by name. (Go ahead and try it: we've been testing this across different prompts and different countries, in incognito mode). Like this chat on ChatGPT: ![Screenshot 2026-05-07 at 09.05.35](https://blog.doris.school/hs-fs/hubfs/Screenshot%202026-05-07%20at%2009.05.35.png?width=600&height=301&name=Screenshot%202026-05-07%20at%2009.05.35.png) Or this AI overview: ![Screenshot 2026-05-08 at 19.08.23](https://blog.doris.school/hs-fs/hubfs/Screenshot%202026-05-08%20at%2019.08.23.png?width=2832&height=870&name=Screenshot%202026-05-08%20at%2019.08.23.png) doris has cracked AI visibility, and it's very good news for partner schools, because they get surfaced too. Several partner schools have reported that they see doris regularly cited as a source of information for common search queries. ### What we did to get here As with everything in marketing, from SEO to brand building, there isn't a way to "hack" AI growth. It's a stack of things working together, and they took time to put in place. Here's what we did in the last year to get to #1. #### *1) We made the platform readable to AI engines* We applied schema markup across every school profile and structured the data so large language models can parse it cleanly. When ChatGPT or Gemini scrapes doris, it doesn't have to guess what's a curriculum, a fee, or a learning support detail: it just knows, and it had a massive impact. #### *2) We showed up where AI engines pull information from* People assume LLMs like ChatGPT and Claude cite news sites and academic papers. And they do, of course, but they also lean heavily on places like Reddit and Quora, where parents ask each other real questions. We've made sure doris is part of those conversations organically by having people in the team on there, answering questions and being generally helpful.  #### *3) We wrote content for parents, not for ourselves* This is the part that a lot of school marketing gets wrong: AI engines penalise advertorial content. They reward articles that read like proper answers to parent questions, written by someone who knows the subject *and is not overly promotional*. So that's what we publish - and aside from a CTA or two, we never mention doris.  #### *4) We shared partner content the right way* When we work with schools on promotional content, we publish it as independent, parsable pages rather than burying it inside a generic listing page. And the content needs to fit our editorial guidelines of being helpful and not overtly promotional (see point above). #### *5) We treated PR as a discoverability tool* Every mention of doris in a credible publication is another signal to the AI engines that we're a source worth citing. We've been deliberate about this, particularly in education trade press and parent-facing media. ### The job is not done We haven't "cracked" AI visibility in the sense that the work is done. The engines change, search behaviour keeps shifting, and what works today won't be exactly what works in twelve months - just like with "traditional" SEO. We're investing in AI discoverability constantly, and we'll keep adapting. But for now, when parents in our markets ask AI where to find international schools, the answer is doris. The schools on doris are the schools those parents end up considering. If you want to talk about what this looks like for your school specifically, [book a chat with us.](https://share-eu1.hsforms.com/1SHW0ecONT3iAqYMMxABxmA2ejtrc) Nik, our founder, will be happy to walk you through it. [AI school search](https://blog.doris.school/school-resources/tag/ai-school-search) ## Similar posts AI school search ### [How Rugby School Japan is using doris to win at AI-era school search](https://blog.doris.school/school-resources/how-rugby-school-japan-is-using-doris-to-win-at-ai-era-school-search) AI is driving enrolments for Rugby School Japan. Here's why the school is investing in doris to boost AI visibility and stay ahead of the curve. Giulia Ceccon Jun 4, 2026 AI school search ### [What parents can expect from doris in 2026 (and why this matters for schools)](https://blog.doris.school/school-resources/what-parents-can-expect-from-doris-in-2026-and-why-this-matters-for-schools) Discover how doris is transforming school discovery for parents in 2026, offering a better, less stressful experience that benefits families and... Giulia Ceccon Jan 2, 2026 AI school search ### [How international schools can show up in AI search](https://blog.doris.school/school-resources/how-international-schools-can-show-up-in-ai-search) Parents now ask AI to recommend schools. Here's how your international school can get found and cited in ChatGPT, Gemini and Google's AI Overviews. Giulia Ceccon Jul 21, 2026 ![Doris logo 1 (2) (1) (1)-2](https://blog.doris.school/hubfs/Doris%20logo%201%20(2)%20(1)%20(1)-2.png) ### Learn More - [About doris](https://partners.doris.school/how-doris-works) - [Parents blog](https://blog.doris.school/) - [Transparency Charter (parents)](https://www.doris.school/transparency-charter) - [Transparency Charter (schools)](https://partners.doris.school/school-transparency-charter) ### Legal - [Privacy Notice](https://www.doris.school/terms/users/privacy-notice) - [Terms of Use](https://www.doris.school/terms/users/privacy-notice) - [Cookies](https://www.doris.school/terms/users/cookies-notice) ### Product - [School login](https://www.doris.school/admin/users/login) © 2025 Doris Worldwide Ltd. All rights reserved. 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