How to Show Up in AI Search

Aug 13

Search is evolving fast. Traditional SEO is no longer the only game in town. As AI tools like ChatGPT, Perplexity, and Google’s AI Overviews become more common, they’re changing how users find information and how businesses get discovered.

It’s not just about ranking anymore. It’s about being the answer.

So how do you make sure your brand shows up when people ask AI tools for recommendations, examples, or advice? It comes down to how you structure your site, your messaging, and your overall online presence.

What AI Tools Are Really Looking For

AI tools are trained on billions of pages of content, but they don’t treat every website equally. They tend to favor sources that are:

Clear and authoritative
Structured in a question-and-answer format
Frequently updated
Easy to parse semantically

In short, the best-performing websites are written with both people and machines in mind.

1. Structure Your Content for Answers, Not Just Keywords

While keywords still matter, AI tools want content that answers real questions. Instead of stuffing your pages with search terms, focus on clarity. Use subheadings that match the kinds of things people ask:

What makes a good brand strategy?
How much should I spend on a new website?
How do I improve my online visibility?

This makes your content easier for AI models to parse — and more useful for people reading it.

2. Add FAQ Pages That Go Beyond the Basics

An FAQ page is one of the most underrated tools for modern SEO and AIO. It gives you a place to naturally include common client questions and explain your process, pricing, and differentiators in simple language.

Plus, it sets your content up to be cited directly in AI answers when users ask similar questions.

3. Keep Your Messaging Consistent Across Platforms

AI tools pull from more than just your website. They also look at your social channels, Google Business profile, press mentions, and more. Make sure your brand voice, services, and value proposition are clear and consistent wherever you show up.

4. Use Alt Text and Metadata Correctly

AI systems can “see” your images through alt text. They also prioritize well-structured metadata. Every image, page title, and description should clearly reflect your brand, the service you offer, and who it’s for.

5. Focus on Clarity Over Cleverness

Your homepage shouldn’t require users — or search tools — to decode who you are. Plain language and strategic headings win in this new landscape. Let your creativity shine through your work, but keep your site messaging sharp and intentional.