Key takeaways
- AI answer engines still rely on search indexes and retrieval. If you can’t rank or be crawled, you’re unlikely to be cited.
- Pages that get cited tend to be clear, specific, well-structured and trustworthy, with direct answers that are easy to extract.
- Measure differently: track impressions, brand searches and referral traffic from AI tools, not only clicks.
Search is no longer just ten blue links. Google shows AI Overviews above many results, offers an AI Mode, and people increasingly ask ChatGPT, Perplexity, Gemini and Copilot for answers. Marketers have invented new acronyms for optimising for this — GEO (generative engine optimisation), AEO (answer engine optimisation), LLMO. The labels differ; the practical work overlaps heavily with good SEO.
How AI search engines choose sources#
Most AI search experiences work in two stages: retrieve relevant documents from an index, then generate an answer that summarises them, often with citations. That has three consequences:
- You must be retrievable. Crawlable, indexed pages with clear relevance to the question. Technical SEO still matters. Run through the technical SEO checklist.
- You must be extractable. The model needs passages that answer a question cleanly, without needing the whole page for context.
- You must look trustworthy. Systems favour sources with strong quality and authority signals, especially for sensitive topics.
Write answer-first content#
Structure each section so its first one or two sentences directly answer the heading’s question. Then expand with detail, examples and nuance.
- Use question-style or clearly descriptive H2/H3 headings.
- Give definitions in a single, quotable sentence: “A canonical tag is…”.
- Use lists for steps and tables for comparisons — formats that summarise cleanly.
- Include specific numbers, dates and named entities instead of vague claims.
- Keep each paragraph about one idea.
This is exactly why every SEO Library entry opens with an “In short” definition.
Add information gain#
If your article says the same thing as ten others, a model has no reason to cite you specifically. Original data, first-hand testing, unique frameworks, expert quotes and real screenshots give AI systems — and people — something they can’t get elsewhere. See E-E-A-T.
Strengthen entity signals#
AI systems reason about entities: people, organisations, products and concepts. Make yours unambiguous:
- Consistent name, description and links across your site, LinkedIn, social profiles and directories.
- Organization or Person structured data with
sameAslinks. - A detailed About page explaining who you are and what you’re known for.
- Mentions on reputable third-party sites — digital PR still matters.
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Cover topics comprehensively#
AI Overviews often synthesise several sub-questions in one answer. Sites with deep, interlinked coverage of a topic — a pillar plus detailed cluster pages — give retrieval systems more relevant passages to pull from. Build topical authority with a deliberate internal linking strategy.
Technical considerations#
| Area | What to check |
|---|---|
| Crawler access | Decide deliberately which AI crawlers to allow in robots.txt (e.g. GPTBot, PerplexityBot). Blocking Google-Extended controls use for Gemini training, not inclusion in Google Search. |
| Rendering | Key content in HTML, not only loaded by JavaScript after interaction. |
| Snippets | Avoid nosnippet or tight max-snippet limits on pages you want quoted. |
| Freshness | Visible “updated” dates and genuinely current information. |
How to measure AI search visibility#
- Search Console: AI Overview and AI Mode appearances are included in overall Search performance data; watch impressions alongside clicks.
- GA4 referrals: create a segment for referrers like chatgpt.com, perplexity.ai, gemini.google.com and copilot.microsoft.com.
- Brand demand: rising branded searches often follow being cited.
- Manual checks: regularly ask AI tools your priority questions and record who gets cited.
What not to do#
- Mass-producing AI-written pages hoping to be cited — this risks Google’s scaled content abuse policies.
- Hidden text or prompts aimed at AI crawlers — treated as manipulation.
- Abandoning SEO fundamentals; they’re the foundation AI search is built on.
AI search FAQ#
Is GEO different from SEO?#
It’s mostly an extension of SEO. Crawlability, relevance, quality and authority remain the core. GEO adds emphasis on extractable answers, entity clarity and being cited rather than only clicked.
Do AI Overviews reduce clicks?#
For simple informational queries, they can. Pages that offer depth, tools, original data or a clear next step still earn clicks — and citations build brand visibility.
Should I block AI crawlers?#
It depends on your business model. Publishers protecting content may block some; businesses that want visibility in AI answers usually allow the crawlers that power search features.