What IS AI SEO? (And Why Everyone's Talking About It Right Now)

AI SEO TL;DR:

AI SEO makes your content clear and accessible so AI systems like ChatGPT, Google’s AI Mode, and Perplexity can recognise it, trust it, and cite it.

Search still uses links and keywords, but AI adds a layer where machines decide what to summarise and who to recommend.

The goal of AI SEO is simple: optimise your site for retrieval so you show up in those answers.

Before you read on about AI SEO:

1. Get the AI SEO Toolkit if you want to STEAL the exact tactics we use.
2. And the AI SEO Whitepaper if you want to nerd out on the technicalities.

They’ll make everything below easier.

In this blog, we'll cover everything you need to know about AI SEO. Here's a breakdown of what we'll be covering: 

• Why Did SEO Change So Fast? 
• How AI Search Actually Works Now
• AI SEO Search Engines to Optimise For
• The New Rules of AI SEO
• How to Do AI SEO Step-By-Step
• AI SEO in Action
• Why Shorter, Focused Pages Are Gaining More Traction
•  Free and Paid AI SEO Tools Worth Using 
• When You Might Need AI SEO Services
• Final Word 
• FAQs

Why Did SEO Change So Fast? (The Real Reason Your Old SEO Playbook Stopped Working)

In recent years, search has moved toward what some call “zero-click” results: AI-generated summaries and answers appear directly in search results.

At the same time, SEO content volume exploded, and AI evaluation (credibility, context, expertise, often termed E-E-A-T) gained weight.

As a result your goal is no longer simply to rank as a “blue-link.”

You now aim to influence the answer that AI tools give.

How AI Search Actually Works Now (Plain English, No Hype)

Search has evolved through stages: first through AI-powered ranking systems like RankBrain, then BERT, later MUM, and now toward full AI overviews and answer engines.

Our AI SEO analysis and research shows three big shifts:

• Output changed: from lists of links to synthesized, direct answers.
• Optimisation changed: from ranking to answer contribution, AI tries to “pick the best answer,” not just a top link.
• Behaviour changed: from deterministic (static ranking) to probabilistic (content retrieval, embeddings, context).

That means content must be designed for retrieval over just ranking.

AI SEO Search Engines to Optimise For

Google AI Mode

Google AI Mode blends traditional ranking signals with generative answers.

It pulls from your site’s structure, schema, entities, and topical clarity. To appear here you need clean service pages, consistent entity data, strong E-E-A-T signals, and tight answer blocks that are easy for Google to summarise.

Local brands also benefit from accurate Google Business Profile data, reviews, and off-site authority signals.

ChatGPT (Browsing + GPT-4o Search Layer)

ChatGPT uses Bing as its retrieval engine and blends it with its own model.

It looks for structured, concise content with clear topic boundaries.

Short, scoped pages outperform long encyclopaedic guides.

Schema, strong headings, well-defined entities, and consistent terminology increase your chance of being cited.

Brand trust signals and unique information gain help you stand out.

Perplexity

Perplexity relies heavily on real-time web crawling, citations, and high-clarity pages.

It prefers content that is easy to quote directly, short sentences, clean sections, verifiable statements, and clear sources.

Pages with strong schema, factual clarity, and tightly scoped topics perform best.

Perplexity rewards brands that publish concise, high-trust content and maintain regular updates.

The New Rules of AI SEO (If You Only Read One Section, Make It This One)

Google is very clear: the same core SEO best practices still apply to AI Overviews and AI Mode. There are no special extra tags or hidden tricks, just solid fundamentals applied to a new, answer-first surface.

At the same time, Bing’s AI search team explains that success now depends on visibility inside AI answers, not just clicks. Impressions, citations, and placement in summaries have become conversion signals in their own right.

Effective AI SEO now follows these rules:

• Build tight, scoped pages that answer one intent clearly.
• Add short “answer blocks” at the top of sections.
• Use full schema markup and strong entity linking.
• Build topic clusters with clean internal linking.
• Focus on information gain, not word count.
• Keep content fresh and updated.
• Ensure crawlability, clear structure, and fast load speed.
• Use AI tools to speed up research, content creation, and optimisation.

These practices help content become useful to both humans and AI systems.

Rule 1: Write for AI Discovery and Retrieval

AI systems pull the clearest and most relevant chunk, not the highest-ranking paragraph on a page.

Retrieval models favour concise, tightly scoped content over broad, mixed-topic pages.

Create dedicated pages that answer one intent clearly.

This reduces noise and makes it easier for AI to select your content.

Rule 2: Make Your Answers Easy to Extract

Short paragraphs, structured lists, and clear headings help AI interpret your content.

Answer-first formatting increases the likelihood that your section becomes the chosen content snippet these are ideal for AI Mode.

A clean layout benefits both humans and machines, improving readability and citation rates.

Here’s an example of a billion dollar client we implemented these AI SEO content changes for:

Rule 3: Use Schema Like It Actually Matters Now

Schema markup tells AI exactly what your content represents.

Article and FAQ Page, HowTo, Organisation, and Person schema improve readability and contextual mapping.

Adding proper schema builds trust and strengthens how search engines understand entities and relationships, which boosts retrieval accuracy.

Rule 4: Build Clusters That Prove You’re the Authority

A hub-and-spoke structure of tightly interlinked pages signals depth and expertise.

Topic clusters help AI see you as the authoritative source on a subject, not a single isolated article.

Strong internal linking across related pages increases the probability that your content becomes the chosen answer.

Rule 5: Strengthen Off-Site Signals With Brand Mentions

AI search engines rely heavily on off-site signals to verify credibility.

Digital PR, high-quality link building, and consistent citations help AI understand who you are and when to recommend you.

Brand mentions across trusted publications, niche sites, directories, and review platforms reinforce your authority and improve your likelihood of being cited in AI answers.

How to Do AI SEO Step-By-Step (The System That Works in 2025)

Step 1: Analyse Intent Using AI Tools

Use Semrush, Ahrefs, and AI-driven research tools to find long-tail, conversational, and follow-up queries. Map user intent and spot content gaps where AI search engines need clearer information.

Step 2: Build Scoped Pages, Not Mega Guides

Create focused pages that address one question or intent at a time. Break large topics into smaller, high-clarity pages. Scoped content is easier for AI systems to retrieve and cite.

Step 3: Write Extractable Answers

Start each section with a clear, direct answer block. Follow with short paragraphs, lists, and defined headings. This makes your content easy for AI to lift into summaries and answers.

Step 4: Add Schema and Consistent Entity Linking

Use full schema markup such as Article, FAQPage, Person, Organisation, and HowTo. Keep entity names consistent across your site and link related pages to reinforce topical clarity.

Step 5: Refresh and Expand Regularly

Update pages with new data, examples, and insights. Add new scoped pages as search behaviour evolves. Fresh content signals relevance to both traditional and AI search systems.

Step 6: Grow Brand Mentions Through Digital PR and Citations

Strengthen your off-site signals with digital PR, authoritative backlinks, and consistent citations. Brand mentions across reputable publications, niche sites, and directories help AI validate your credibility and increase your chances of being cited in AI-generated answers.

We’ve run AI SEO across thousands of brands, including our own:

The pattern is clear. When a site shifts from broad content to scoped pages, adds extractable answers, strengthens schema, and builds off-site authority, AI visibility lifts fast. The same system we use for clients is the system that fuels our own growth.

Why Long Pillar Pages Don’t Always Win Anymore

Big, all-in-one pillar pages still work for classic SEO. But they often fail to surface well in AI-powered retrieval.

Here’s why:

• AI retrieval penalises long pages that cover many topics. Short, focused content is easier to parse.
• Systems using BM25, embeddings, or RAG (retrieval-augmented generation) prefer tight, coherent chunks. Long mixed-topic pages produce messy embeddings.
• Even if your pillar page ranks in Google, AI tools may skip it and pick a smaller page with a clearer answer.

In short: your massive guide may rank, but AI models might ignore it.

Free and Paid AI SEO Tools Worth Using

1. Semrush: Great for keyword research, competitor analysis, and tracking AI visibility across markets.
2. Ahrefs: Reliable for backlink analysis, content gaps, and traditional SEO data that still feeds into AI retrieval.
3. Peec.ai: Helpful for monitoring AI Overviews, tracking citations, and spotting where your content appears in generative answers.
4. SEO Gets: Useful for identifying AI search opportunities, brand mentions, and conversational keyword gaps across LLM platforms.
5. AI content tools: Speed up research, outlining, and first-draft generation. Use them for ideation, then refine with human editing to maintain accuracy and depth.
6. Schema Markup Validator: Validate your structured data, fix errors or missing fields, this improves how search engines and AI systems read and retrieve your content.

Free tools still work.

Paid versions add scale, automation, and auditing features useful for enterprise content strategy.

When You Might Need AI SEO Services

Consider external help when:

• You need consistent entity structures across many pages.
• You want GEO or AI-visibility tracking at scale.
• Your site uses multiple languages or regional content.
• Your team lacks bandwidth for regular updates or structured content workflows.

AI SEO services help implement schema, manage clusters, monitor AI citations, and scale updates.

Final Word: AI Changed the Math, Not the Mission

Search rules have evolved.

AI now mediates the consideration phase of buying.

But the objective remains unchanged: provide clear, useful, trustworthy content.

Adapt your content practices for machines and humans to stay visible.

If you want the shortcut, grab the AI SEO Toolkit.

If you want the deep dive, grab the AI SEO Whitepaper.

If you’re smart, grab both.

Then get in touch with our expert AI SEO specialists and let’s make your brand shine where customers actually search.

FAQ

What is AI SEO?
AI SEO is the process of structuring your content so AI systems like ChatGPT, Google’s AI Mode, and Perplexity can recognise it, trust it, and cite it.

What is SEO for AI search called?
Most people call it AI SEO. You’ll also hear Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO). All describe the same goal: appearing in AI-generated answers.

Why doesn’t my long-form pillar page appear in AI answers?
AI retrieval favours short, focused pages that answer one intent cleanly. Long pillar pages mix topics, create messy embeddings, and are harder for AI to extract from.

How do I get cited in Google AI Overviews or ChatGPT?
Give clear answers, use clean headings, add schema, keep entities consistent, and build a strong cluster around the topic. AI systems pick content that’s easy to parse and clearly authoritative.

What’s the first step to start doing AI SEO?
Start with intent research. Use tools like Semrush, Ahrefs, or AI-driven SERP analysis to find conversational queries. Then build a scoped page that answers a single intent directly.