More people now ask AI tools questions they used to type into Google: “Which local SEO companies offer fixed prices?” or “What should a website maintenance plan include?” Those tools summarise the web and sometimes cite sources. AI SEO, also called generative engine optimisation (GEO), is about becoming one of those sources.
Key takeaways
- AI search builds on the same foundations as normal SEO.
- Clear, direct answers are easier for AI tools to quote.
- Consistent brand facts across the web reduce mistakes in AI answers.
- No one can guarantee a mention. Ignore anyone who claims otherwise.
How AI search tools choose sources
Google says its AI features, such as AI Overviews, rely on the same systems and quality signals as regular search, and that the usual SEO best practices still apply (Google: AI features and your website). Other assistants vary, but they tend to favour sources that are clear, specific, consistent and trusted.
Five practical steps
- Answer questions directly. Put a clear, one- or two-sentence answer near the top of the page, then add detail.
- Structure pages well. Descriptive headings, short paragraphs, lists and tables make information easy to extract.
- Keep brand facts consistent. Your name, services, location and prices should match across your site, profiles and directories.
- Use structured data. Organization, service and FAQ markup help machines understand your pages (test them with the Rich Results Test).
- Earn mentions on trusted sites. AI tools learn from the wider web, so reputable mentions matter.
What to avoid
- Hidden text or prompts aimed at AI crawlers. They break search guidelines and can backfire.
- Mass-produced AI content with nothing new to say. Google’s helpful content guidance applies to AI-written pages too.
- Paying for “guaranteed ChatGPT placement”. It does not exist.
How to measure AI visibility
Make a list of 20 to 30 questions your customers ask, run them through AI tools monthly, and record which brands are mentioned and which pages are cited. It is manual, but it shows whether your changes are working. Our AI SEO service does this for you, alongside the fixes.
Write pages AI tools can quote
Look at your most important service or guide page and ask: if someone asked an AI tool the main question this page answers, is there a clear two-sentence answer near the top? Is the price range, location or process stated plainly? Are facts like opening hours and services identical to your Google profile? Pages that answer directly, with specific details and consistent facts, are much easier for any system, human or machine, to rely on.
AI SEO and normal SEO work together
Everything that helps AI tools understand you also helps Google: technical health, clear structure, authority and genuinely useful content. That is why we treat AI visibility as part of a broader SEO plan rather than a separate trick. Start with the foundations, then measure how AI answers change over time.
Frequently asked questions
What is generative engine optimisation (GEO)?
GEO is the practice of making your content easy for generative AI tools to understand, trust and cite. It builds on classic SEO rather than replacing it.
Does schema markup help with AI search?
Structured data helps machines understand your pages and business details, which supports accurate AI answers. It is not a guarantee of being cited.
Should I block AI crawlers?
That is a business decision. Blocking them may protect content, but it also reduces the chance that AI tools mention or cite you.
Is AI-written content bad for SEO?
Not automatically. What matters is whether content is helpful, accurate and original. Low-value content at scale is a problem however it is written.
See how AI tools describe your business
Our AI Search Visibility Check tests real customer questions and shows where you are missing.
