We are currently seeing a fundamental shift in how people navigate the internet to find information.
People used to type questions into Google and click on a few different links to find an answer, but now they are asking ChatGPT or Gemini and getting the answer they’re looking for instantly.
Therefore, the traditional website marketing strategies for the “Awareness” stage of the buying cycle are being taken over by these AI models and chatbots.
This sounds concerning at first but it does present a massive opportunity for business owners who are willing to adapt.
While you might lose some traffic to your educational blog posts, the “Consideration” stage in the middle of the funnel is now wide open.
This article explores how to improve website visibility in AI search engines effectively so that tools like ChatGPT or Google Gemini start recommending your business or product to its users.
What Is An AI Search Engine?
Traditional search engines like Google relied on matching keywords to web pages.
You typed in a phrase and the search engine gave you a list of links and it was then up to you to click through and dig for the information you needed.
AI search engines do not just list links for the user to explore. They read the content on those links and synthesise a comprehensive answer, acting like a personal research assistant that has already done the reading for you.
This means your content needs to be easy for a machine to read and understand. This requires precision and clarity in your writing that traditional SEO did not always demand.
Google AI Overview and other AI tools are becoming the first touchpoint for many users. If your content is not optimised for these platforms then you are invisible to a growing segment of your audience.
Major AI search platforms, Google and Microsoft, have explicitly signalled this change in direction and have outlined what’s required to maximise your website visibility on their AI platforms.
Google released a pivotal AI search update in May 2025 which outlined the specific ranking factors their AI models prioritise. Microsoft followed this in late 2025 with their own guide on optimising content for inclusion in Bing’s AI search answers.
We’ll break down everything these two guides recommend in this article for you and provide direct strategies for you to implement on your own website in 2026 to improve your brand’s AI visibility.
How AI Search Engines Work
Large language models power all of the popular AI chatbots and tools we commonly use.
These AI models are trained on vast amounts of data from across the web so that when a user asks a question, the model can draw on all of this data to predict the best possible answer.
These AI systems do not “search” in the traditional sense every time, they simply generate responses based on patterns they have learned which is why they can often cite out-of-date information.
However, newer AI driven search engines like Perplexity and features within ChatGPT or Gemini can browse the live internet to cite sources. This is your biggest opportunity.
If your site provides high-value data then these AI tools will reference you. They want to provide accurate AI answers to their users so your goal is to be a trusted source for that accuracy.
Introducing Generative Engine Optimisation
Generative Engine Optimisation or GEO is the practice of optimising your website content specifically for generative AI and AI search tools.
Traditional SEO focuses on keywords and backlinks to rank higher on a results page. GEO focuses on context and authority to be cited in an AI generated answer.
The goals are similar but the tactics require a slight adjustment to how you structure your information.
You must stop writing solely for the click and start writing for the citation. AI search visibility depends on being recognised as an authority that the AI can trust.
This requires clear facts and a logical structure that leaves no room for hallucination or misunderstanding by the AI bot.
Why Keywords Are Not Enough
Keywords are still important but they are no longer the whole story. AI models pay more attention to semantics and the meaning behind your words.
You cannot just stuff a page with “web designer in Brisbane” and expect to win.
The AI looks for the relationship between words and concepts that belong together. If you are writing about web design it expects to see related terms like “websites”, “hosting” and “development”.
This means you need to cover topics comprehensively and avoid thin content that only targets a single keyword phrase. You need to build a web of relevance that proves you understand the topic deeply.
Target The Consideration Buying Stage
We mentioned earlier that the “Awareness” stage is being taken over by chatbots.
If someone asks “why is my website not converting” the AI will give them all the information they need to understand the problem.
However, once they understand the problem and seek a solution, they enter the “Consideration” stage. This is when they ask their AI chatbot for specific recommendations, offering a prime opportunity for businesses to secure high-intent conversions.
Users will ask “who is the best web designer in Brisbane for a real estate business” or “compare Agency A and Agency B”. This is the new battleground for traffic and conversions.
To ensure an AI chatbot or search engine recommends your product or service as the best option, you need to clearly define who you are and what you do.
Content optimisation for this stage involves clear comparisons and strong value propositions that an AI can easily digest and repeat to the user.
When an AI tool recommends your business it acts as a trusted advisor. This validation can be incredibly powerful for a user who is deciding between two options.
Losing Top Of Funnel Traffic
It is important to accept that some traffic is gone for good. Simple definition queries or basic “how to” questions are now answered directly on the search page or in the chat interface.
This traffic was often low value. Users who just want a quick definition are rarely ready to buy. They are looking for information rather than a solution provider.
Now, you can focus your content efforts on the users who are actually looking for a partner or a product.
Capture Middle Funnel Users
Users in the “Consideration” stage know they have a problem and are looking for the best solution. They are typically asking complex questions that require nuance and comparison.
To effectively target this stage, consider creating the following content for your website:
- Comparison Guides: Write honest reviews comparing your solution against major competitors or industry alternatives.
- Best-Of Lists: Curate lists of the top tools or service providers in your niche to establish yourself as a helpful connector.
- Detailed Case Studies: Publish success stories that include specific numbers and clear “before and after” scenarios.
- Pricing Breakdowns: Offer transparent information about costs to help users make informed budgeting decisions.
Use data and facts to support your claims, this is critical when building trust with AI chatbots.
If you can prove that your method is faster or more cost-effective the AI is more likely to mention that fact in its summary.
Build A Strong Brand Entity
AI platforms rely heavily on brand entities. They need to understand that “White Peak Digital” is a “Web Design & Digital Marketing Agency” located in “Australia”.
You help them understand this through consistent brand mentions across the web from authoritative external websites. This is what digital PR is all about which is why it has become a critical element in AI search optimisation.
On your own website, make sure your “About” page is robust. Clearly state your services and your location so that an AI can understand exactly where you fit in the market and when to recommend you.
Leverage Authoritative External Websites
Citations from industry publications or local news sites are invaluable since these act as votes of confidence that the AI picks up on.
When a high-authority site mentions your brand it creates a connection in the knowledge graph. The AI sees that a trusted source trusts you and this transfers some of that authority to your brand.
Actively pursue opportunities for guest posting or interviews. This off-site work is just as important as what you do on your own website.
Implement Structured Data & Schema
Structured data or Schema markup is code that lives behind the scenes on your website. It tells search engines explicitly what your content is about without them having to guess.
When an AI engine understands your content structure it is more likely to use it. This creates a higher chance of appearing in AI overviews and rich snippets on search engine results pages.
Different Types Of Schema Markup
There are different types of schema for different content. If you are a local business use LocalBusiness schema. If you are writing a blog post use Article schema.
This specificity helps the AI categorise your content by telling it immediately that this page is about a business service and not a blog post.
It also helps with specific details such as your opening hours or your pricing. This allows the AI to answer specific questions like “is this business open now” with absolute certainty.
Schema acts as a failsafe summary of a page in a format it always understands and ensures that the key information is extracted correctly every time.
Once you have added schema to your site, use Google’s Rich Results Test tool to validate your code.
This free tool will tell you exactly how Google sees your page and flag any errors that might prevent you from appearing in rich snippets.
Provide Direct Answers
AI generated responses favor content that is direct and to the point.
While traditional SEO best practices often encouraged long introductions to keep people on the page, this negatively impacts your ranking chances with AI tools.
When you answer a question, do it immediately. Give the answer in the first sentence of your page or article and expand on the details afterwards.
This increases the likelihood of your content being picked up as a direct answer since the AI sees a clear question and a clear match.
If a user asks “what is the best time to post on social media” do not start with the history of Facebook. Start with “the best time to post is between 9 am and 11 am” and then explain why.
Format Answers For AI Overviews
Google AI Overviews often present information in short paragraphs or lists. You should mimic this format in your own content.
If you are answering a “how to” question use a numbered step-by-step list. If you are defining a term, use a concise definition.
Look at how the AI is presenting answers currently and try to reverse engineer that format. If you format your content to look like an AI answer from a digital agency it is more likely to be used as one.
Structure Content For Readability
The formatting of your content matters more than ever for both humans and AI driven search.
The visual structure of your page provides clues to AI tools about the hierarchy and relationship of the information.
Use Bullet Points & Lists
Lists are easy to scan and remove the noise of conversational filler words.
They clearly separate distinct points so there is no confusion about where one idea ends and another begins. This is very helpful for an AI trying to understand a topic.
Use them whenever possible to organise information. If you are listing features, benefits or steps use a list instead of a paragraph.
Simplify Complex Information
If you have a complex topic break it down into smaller sub-headings to make it manageable. Don’t try to explain everything in one go or you risk confusing AI models.
Step-by-step guides are very popular in AI search because they are actionable and provide a clear roadmap that the AI can relay to the user as a solution.
This modular approach allows the AI to pull just one specific step if that is what the user asked for. It gives your content more utility and flexibility in how it is displayed.
Use Natural Language Patterns
User queries are becoming more conversational as people get comfortable with chatbots.
People speak to AI chatbots like they speak to a friend or a consultant. They use natural language rather than robotic keyword phrases.
Your content should reflect this shift in communication style and be written in a conversational tone that mimics how real people talk.
Natural language queries often include follow-up questions or qualifiers. Try to anticipate what a user might ask next and include that in your article to provide a complete answer.
This aligns perfectly with voice search as well which is also growing in popularity. As people use voice assistants more the line between written search and spoken search blurs.
Natural language optimisation covers both bases and future-proofs your content.
Demonstrate Experience & Expertise
Google uses the acronym E-E-A-T which stands for Experience, Expertise, Authoritativeness and Trustworthiness.
AI systems are trained to value these same metrics when evaluating content sources. They want to provide safe and accurate information to their users.
Demonstrate your experience by sharing real-world examples from your own career. Don’t just explain a theory but explain how you applied it for a client and what the result was.
This is hard for generative AI to fake because it lacks personal experience. Valuable content comes from human insight and the nuances of real life.
AI generated content often lacks depth and can feel generic. Your unique perspective is your competitive advantage in organic search results and citation frequency.
Important EEAT Signals
Author bios are important because they connect the content to a human expert. Make sure you highlight who wrote an article and why they are qualified to write it.
Link to their LinkedIn profile to provide verification of their identity and prove that a real expert is behind the keyboard and not just a content farm.
Ensure you cite your sources to show that you have done the research. If you make a claim, back it up with data or a link to a study to build trust with both the user and AI systems.
Collect Online Reviews
Customer reviews are a huge signal of trust that AI engines use to evaluate websites and businesses.
AI search engines read user generated reviews across the internet to gauge brand or product sentiment. They use this sentiment to determine if your business is a “recommended option” for their users.
Encourage happy clients to leave detailed reviews that mention specific services. These brand mentions on third-party sites validate your quality and reliability.
It tells the AI that real humans endorse your services and that you deliver on your promises. This is critical for local businesses that rely on geographical recommendations.
When a user asks for a recommendation near them the AI looks at ratings and sentiment to build its list. You need to be in that positive sentiment pool to be considered.
Do not ignore negative reviews but engage with them to show you care.
AI Technical SEO Essentials
You cannot ignore the technical side of your website even if your content is perfect. Technical SEO ensures that your site is crawlable and fast so bots can access it efficiently.
If AI tools cannot access your site they cannot learn from or cite it. Ensure the robots.txt file on your website is set up to allow bots from major AI platforms like OpenAI and Google.
Some site owners block these AI bots out of fear of their content being scraped. This is a mistake if you want to be visible in AI search results because you are hiding your content.
Website page speed is also an important factor because it impacts user experience. Slow sites provide a bad user experience which impacts AI search results.
Search engines and AI tools both prioritise user satisfaction and will avoid recommending slow sites.
Recommendation: If you need a hand with your website’s technical SEO, do not hesitate to get in touch with our team of SEO experts with any questions!
Keep Your Content Up-To-Date
Information becomes outdated quickly and AI knows this. AI search engines want the most current information to provide the best answers.
Go through your website archives and identify potential pages by looking for posts that are getting traffic but are starting to age or lose rankings.
Refresh them with new information and better formatting while adding new sections that cover recent developments in the topic and remove outdated advice that is no longer accurate.
Updating old articles or pages is often easier than writing new content from scratch. You already have the URL and the authority so you just need to polish the content.
Write With Human Personality
It is easy to get lost in the technical details of generative engine optimisation. Never forget that you are writing website copy for humans first.
AI generated summaries are great but they can be dry and impersonal. Your writing should have personality so use humor and empathy where appropriate to build a connection.
Users are typically looking to solve a problem or relieve a pain point. Try to connect with the reader on an emotional level to validate their feelings when possible.
An AI can state facts but it cannot empathise with an individual’s struggle. This emotional connection is what converts a visitor into a client.
Avoid Overused AI Terms
We have all seen them in AI generated content and articles. Phrases like “in the fast-paced world of”, “delving into” or “navigating the landscape”.
They scream “AI wrote this” and turn readers off immediately. Avoid them at all costs.
Write like you speak to a colleague or client, with direct and simple language while remaining authentic to your brand voice.
Final Thoughts
The shift to AI search is not the end of SEO, it is an evolution that rewards quality and authority.
By understanding how to improve your website’s visibility in AI search engines, you future-proof your business and digital marketing strategy. You move from chasing clicks to earning trust and citations.
Focus on the “Consideration” stage of the funnel where the intent is high. Use structured data and answer questions clearly to help AI tools understand your brand and content.
Build your authority through brand mentions and reviews to prove your trustworthiness. The traffic you get might be lower in volume but it will be higher in value.
Frequently Asked Questions
What are AI search engines?
AI search engines use large language models to understand user questions and generate direct answers. Unlike traditional search engines that list links they synthesise information from multiple sources to provide a concise summary.
How does GEO differ from SEO?
SEO focuses on ranking websites in search results to get clicks. Generative Engine Optimisation (GEO) focuses on optimising content to be cited and recommended by AI systems and chatbots.
Why is structured data important for AI search?
Structured data helps AI crawlers clearly understand the context of your content. It labels information so AI models can easily extract facts and details to use in AI generated responses.
Can I still get traffic from AI overviews?
Yes you can. While AI overviews answer simple questions directly they often cite sources for complex topics. Users in the “Consideration” stage of the buying journey often click these citations to verify information and find out more.
How do I optimise for voice search?
Optimise for voice search by using natural language and conversational phrases. Write content that answers specific questions directly as people tend to speak to assistants in full sentences rather than keywords.
Will AI replace traditional search engines entirely?
It is unlikely to replace them entirely in the short term. Traditional search is still useful for navigating to specific websites. However AI driven search is rapidly becoming the preferred method for gathering information and answers.
How often should I update my content?
You should review and update your key content at least every six months. AI search engines prioritise fresh and accurate information. Outdated content reduces your chances of being cited in ai answers.
What is the best way to build authority for AI?
Building authority involves getting brand mentions on reputable external sites and gathering positive customer reviews. This signals to AI platforms that your business is a trusted entity in your industry.
