The way users search across web is completely changing with AI tools in play. SEO agencies spent decades mastering Google's algorithms, but the new Generative Engine Optimisation(GEO) or AI SEO, however you want to call it, works a bit differently to traditional SEO. This isn't some fancy rebrand of traditional SEO; it's a fundamental reimagining of how businesses appear to the audiences in an AI-first world, and that's exactly what we are discussing in this article.
Let's start with one clear fact, if you're still playing by yesterday's SEO tricks while your competitors are embracing AI-driven search strategy, your business is not just falling behind, instead it will soon become invisible. The brands thriving in search today understand that AI-driven SEO represents a huge shift in how people discover, consume, and interact with content.
What's changing in search behaviours with AI
In simple words, how people consume content and searched for content for the last two decades is now changing. Majority of the users, who previously would write their search term in Google (or other search engines) now don't even open the browser for search anymore.
According to a report Google's share of searches dropped from 73% to 67% while ChatGPT usage tripled from 4.1% to 12.5%. This means, if the user behavior towards search is changing, as businesses our SEO strategies should be adapting to these 'new ways of searching'. This is where Generative Engine Optimisation or AI SEO has entered the chat.
Breaking down Generative Engine Optimisation (GEO)
Generative Engine Optimisation (also referred to as AI SEO) is the strategic methods of optimising content for AI-powered search platforms like ChatGPT, Claude, Perplexity and other emerging and widely used LLMs. Unlike traditional SEO strategy that focuses on ranking web pages, AI-driven SEO or GEO, centres on becoming the authoritative source that AI engines reference when generating responses for the users.
This shift of how people search today demands a completely different approach to content optimisation and generation. We're no longer competing for the top spot on a search results page, we're competing to become the trusted voice that AI models quote, reference and recommend.
AI SEO vs Traditional SEO, What has changed in the era of AI search?
The question isn't if AI-SEO or Generative Engine Optimisation will replace traditional SEO, it's how quickly businesses will adapt to integrate both strategies. Traditional search engine optimisation remains crucial for web visibility, but Generative Engine Optimisation is becoming essential for capturing the growing segment of users who rely on AI-powered search.
Here's what we're witnessing: users increasingly prefer the immediacy and comprehensiveness of AI-generated responses over traditional search results. When someone ask ChatGPT for restaurant recommendations, business advice, best web designers in their area, or technical solutions, they're bypassing Google entirely.
Why AI-led SEO is important for businesses right now
Here is how we witnessed this first-hand as a web design agency. A lot of our new enquiries are coming through ChatGPT as Sundeck Studio appeared as one of the leading web design agencies in Brisbane area. In some cases we had ChatGPT users from Abu Dhabi, finding us as a recommended web design agency in Abu Dhabi. (I posted a quick screenshot of this on LinkedIn too). These users didn't even open Google, and we didn't have to compete against 100 other web design agencies in the area.
Similar theory can now be applied to any business, including yours. However, if your content isn't optimised for these generative engines, you're missing these conversations completely.
To optimise your business website for AI search, first we have to understand how AI search works.
How AI search engines actually work
Understanding how AI SEO and search works, requires looking beyond surface-level functionality. These systems don't simply match keywords, they comprehend context, evaluate authority, synthesise information from vast datasets and sources and then generate coherent, helpful responses.
1. Where AI pulls its data from
AI models and LLMs train on diverse datasets including web content, academic papers, books, and structured databases. However, for real-time responses, they often reference recent, high-authority content that demonstrates expertise and reliability.
The key insight: LLMs and AI engines don't just crawl your website, they analyse your entire digital footprint including your:
- Industry publications
- Podcast appearances
- Presence on knowledge platforms
- Wikipedia
- Quora and Reddit
and much more
2. Natural language content writing is the key
LLMs and AI search engines excel at understanding intent behind queries. When users ask conversational questions, these systems identify the underlying needs and match them with the most relevant, comprehensive information available. This makes content written with natural language optimisation perform a lot better.
3. How AI responses are generated
AI search engines do not copy-paste existing content, they synthesises information from multiple sources to create original responses. This process favours content that provides unique insights, comprehensive coverage and clear information rather than keyword stuffing or jargon.
Top Generative Engine Optimisation (GEO) tools
When you start to put your AI SEO strategies in place, you also need to verify and check to see what's working and what's not. For that you'll need tools that can show AI visibility for your business website. Here are the standout performers to track your business visibility in AI-generated responses across LLMs
1. Otterly – best for precision GEO tracking
Otterly excels at tracking how frequently your brand appears in AI search resultsacross multiple platforms. Their precision tracking helps identify which content performs best with different LLMs, allowing for targeted AI optimisation strategies. The platform's strength lies in its granular analytics and competitive benchmarking features.
2. Semrush AIO – built for enterprise AI visibility
Semrush AIO brings enterprise-grade AI visibility tracking to large organisations managing complex content ecosystems. Their integration with traditional SEO metrics provides a comprehensive view of how GEO and SEO strategies work together. Perfect for agencies managing multiple client accounts.
3. Profound – the rising player in GEO tools
Profound is gaining traction as a specialised GEO platform with unique features for tracking brand mentions in conversational AI responses. Their real-time monitoring capabilities and sentiment analysis make them particularly valuable for reputation management in the AI search era.
How to create AI SEO optimised content to appear in ChatGPT search, Claude and other LLMs
Instead of thinking about how to use AI for SEO? What's more important is creating content that is informative. Success in AI search comes from genuine expertise, comprehensive coverage and consistent authority building across platforms.
1. Stay consistent across every platform
AI models cross-reference information across multiple sources. Inconsistent messaging or conflicting information can damage your authority profile within AI training model. Develop a comprehensive content strategy that maintains consistent expertise positioning across your website, social media, industry publications and other platforms.
2. Master cross-referencing and internal linking
Internal linking strategies become even more crucial in AI-driven search era. AI engines follow content relationships to understand expertise depth and topic authority. Create comprehensive content hubs that demonstrate mastery of specific subjects through interconnected, high-quality resources.
3. Drive user engagement signals
While AI engines don't directly measure user engagement like traditional search engines, content that generates meaningful engagement tends to get shared and referenced and that is an authority indicator for AI to reference to your content in future.
4. Folding GEO into your digital marketing strategy
Generative Engine Optimisation shouldn't exist in isolation, it works best when integrated with existing digital marketing strategy. The most successful brands treat GEO as an enhancement to their overall content strategy, not a replacement for proven tactics.
Businesses that embrace AI driven search trends aren't just adapting to change, they're positioning themselves as trusted authorities in an increasingly AI-mediated world.
The question isn't whether to adopt the new AI search features, it's how quickly you can integrate them into your existing digital marketing ecosystem.
If you would like to speak to an AI SEO expert from our team, book a free chat and we can help you with integrating AI SEO strategy into your existing ecosystem
