If you’re new to the AI search game, it may feel like you’re standing in the middle of the woods with a map that doesn’t make sense. You may feel lost or confused about which direction to take to get to where you need to be.
You’re not alone — AI search is rapidly growing, which can make it hard to keep pace with the evolving changes.
That’s why I created this starter guide to AI search optimization. You’ll get all the basic information you need about AI search optimization, plus guidance on how to start (and where to start).
Skip ahead to the information you want to know:
- What is AI search optimization?
- Do I need to worry about AI search optimization?
- Tips for doing AI search optimization
What is AI search optimization?
AI search optimization involves enhancing your website and content to get it and your brand to appear in AI search engines. It involves looking at semantic search, which includes focusing on user intentions and the context of searches.
This strategy goes beyond keyword optimization — it’s about sharing the right information with AI engines to get your business cited in responses.
Do I need to worry about AI search optimization?
Yes.
ChatGPT, Perplexity, and other LLMs continue to gain popularity and see more users make the platforms part of their search journey. Google (AI Overviews, AI Mode) and Microsoft (Copilot experience) are integrating AI into their search experience to enhance traditional search.
So, not only is AI search gaining popularity and becoming more integral, but it also requires a different set of optimization techniques. While traditional optimization techniques help, AI search engines operate a little differently, meaning you need an AI search optimization strategy in place.
It may feel like AI search is a fad, but it has quickly integrated to the search experience, so it can’t be ignored.
Plain and simple, yes, you need to worry about it.
6 tips for doing AI search optimization
Want to start with AI search optimization? Here are six tips you can use to increase your visibility in AI search engines:
1. Understand AI search platforms
Before you even think about optimizing for AI search platforms, it’s important that you understand how AI search platforms work and what people use them for.
What functions AI search platforms offer
First, let’s talk about how AI search platforms work. Many of the most popular platforms, like ChatGPT, Perplexity, and Gemini, offer multiple functions users can take advantage of to conduct searches, like deep research or shopping research. It’s important to understand what they can do, so you have an idea of how users may use them.
How AI search platforms produce answers
Now, let’s talk about how AI search platforms produce answers. AI platforms aggregate information to deliver a summed up response for users. These engines are consulting dozens to hundreds of pages on the topic to generate a succinct, helpful, and informative answer.
These AI engines aren’t just consulting pages directly related to the topic — they’re using a tactic called query fan out, where they consult other related resources to give users a complete, helpful response.
How people use AI search platforms
The use cases for AI search platforms are far and wide. People often use them to:
- Ask questions and get direct answers to those questions
- Summarize information
- Conduct research on a topic
- Learn and explore new topics
- Get advice to help make decisions
2. Take the featured snippet approach to content
Another tip for doing AI search optimization is to take the featured snippet approach to content.
If you’ve ever optimized for a featured snippet, you know that the goal is to provide a succinct answer to your query. Whether it’s a definition-type query (Ex. “What is a turbocharger?”) or a specific question (Ex. “Do all cars have a turbocharger?”), the goal is to answer that question in a few direct, succinct sentences.
With AI search, the approach is the same. Both people and AI search engines want to get the answer fast. They don’t want to have to dig through paragraphs of information to find the answer to the query.
So, avoid the fluff and get to the point.
By taking the featured snippet approach, you are providing the exact information people need quickly, which makes you more likely to get cited in AI search results.
3. Build your brand authority through backlinks and mentions
One of the areas where AI search optimization differs from traditional SEO is the focus on brand visibility.
First, it’s important to note that AI-powered searches often result in people not clicking on anything from the response. In fact, zero-click searches on Google have increased since AI Overviews launched — almost 60% of searches now end without a click!
That’s why brand visibility is so important to AI search optimization. You need your brand to appear in the search results when people use AI engines to ensure that they’re still seeing your brand and learning about what you offer.
As a result, you need to focus on building your brand authority across the web.
The way to do that is to earn backlinks and mentions across the web. Backlinks have always been valuable to SEO, and they can be valuable to AI search optimization too. If you’re earning backlinks from authoritative sources in your industry, it sends a signal that you’re a trusted resource for information.
And if you’re getting brand mentions on top of that, even better.
Basically, you don’t want your website to be the only place that’s mentioning your brand. You want your brand to get mentioned through industry publications, third-party websites, directories, and aggregate lists, amongst others.
By building your brand mentions across the web, you help increase your chances of being cited in AI search results because you’ll be viewed as an authoritative and trusted source.
4. Create helpful, human-first content
At the end of the day, AI search engines want to deliver content that’s helpful to humans. If you focus on making content that appeases AI search engines, you won’t see yourself getting cited in search results. Instead, focusing on helpful content that puts users first will help you earn more citations in AI search results.
But how do you create helpful, human-first content?
First, focus on what information you need to provide to make your content helpful to the user. Think: What information would your audience want to know on the topic, or what would be helpful for them to know?
Additionally, think of areas where you could provide helpful information that your competitors aren’t supplying. This is known as information gain, and it can help you win citations over your competition.
Then, ensure you’re following readability best practices like:
- Using short paragraphs of text for easy skimming and scanning
- Leveraging bulleted and numbered lists
- Avoiding overuse of jargon
5. Leverage AI visibility tracking software
If you want to keep pace in the AI search optimization world, consider investing in AI visibility tracking software. AI visibility tracking software enables you to keep tabs on your brand’s visibility in AI search results, so you know where you’re showing up in AI searches.
Some tools you can use include:
These tools can help you track specific prompts or keywords and see if your brand appears or is cited in the search results for popular AI platforms, like ChatGPT, Gemini, and Perplexity.
6. Keep on top of AI search trends
AI search is continually evolving as AI engines get more advanced and sophisticated. That means your AI search optimization strategy will continue to evolve as these engines change and add new features.
So, to continue seeing success with your strategy, keep on top of AI search trends. When you know the trends, you can better adapt your strategy to keep pace with the changing AI SEO landscape.
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Start doing AI search optimization today
If you want to keep your search strategy agile for the future, start doing AI search optimization today. It will help your brand appear in more AI search results across popular generative engines.
Need help launching and managing your AI search strategy? We offer AI SEO services that help you improve brand visibility and reach in AI search engines. Connect with us today to see how we can help you elevate your presence in generative engines!
Beat Your Competitors Tomorrow
Be where your customers are and your competitors aren’t- AI search results. See how with OmniSEO®!
Beat Your Competitors Tomorrow
Be where your customers are and your competitors aren’t- AI search results. See how with OmniSEO®!