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AI search is when you use AI and large language models to return direct answers to search queries, rather than links to webpages. ChatGPT, Perplexity, Google AI Overviews, Claude and Microsoft Copilot are all examples of AI search.
Instead of clicking on SERPs, users are presented with a single answer that has aggregated information pulled from around the web. Being featured in those answers is quickly becoming just as important as rankings.
AI search optimization is hard because there is no formal documentation on how it works. Major players like Google, OpenAI and Anthropic do not disclose how their LLMs rank webpages or choose citations. This means the rules are always changing, and what works today might not work tomorrow.
However, there are fundamentals you can lean on to improve your AI visibility. Things like creating clear, optimised content, building strong entity signals around your brand and ensuring your site can be technically crawled by bots are known factors. The difficult part is implementing them while the rules are constantly changing.
First, make a list of queries you know your brand should be cited for. Next, run an audit of your current AI presence with a tool like AI platforms like Profound or Otterly to see where you show up.
From there, focus on creating quality content around your topics, building your structured data and spreading awareness of your brand through mentions and structured data. Focus on 1-2 tactics at a time, prioritise them on your site and measure the improvement in AI citations.
With traditional SEO, we try to rank pages in search results. With AI search, we want our content to be cited within an answer.
AI search cares about things like entity recognition, brand authority, structured data and how well your content satisfies conversational search queries. While strong SEO fundamentals are still necessary, you'll need to shift some of your focus to understanding how LLMs select citations and how they synthesise answers.
It is unlikely that AI search will fully replace Google. However, it will likely capture a significant portion of searches. In fact, Google is one of the largest culprits behind the rise of AI answers with their AI Overviews.
Rather than picking a side, focus on building your visibility for both AI answers and traditional search. Sites that exclusively focus on one at the expense of the other will fall behind in the next few years.
The best strategy for AI search is to focus on building your brands real world authority. AI Search engines heavily rely on third-party signals to determine which brands to feature in answers.
This means you should prioritise digital PR, getting your brand mentioned on authority sites and creating high-quality, linkable content that others will want to reference. Cover your on-page fundamentals with entity optimisation and structured data, and you should start to see yourself appear in AI answers consistently. Struggling to get mentions and citations? Lets talk about how LinksThatRank can help you reach your goals.
