As artificial intelligence reshapes how people search online, SEO (Search Engine Optimisation) is no longer only about getting found in search engines like Google. Tools like ChatGPT, Claude and Gemini are changing the game – and if your website isn’t optimised for these models, you could be missing out on valuable visibility.
Josh Moore
People are bandying around all sorts of names and acronyms for this new type of optimisation: AIO (AI Optimisation), LLMO (Large Language Model Optimisation), AISEO (Artificial Intelligence Search Engine Optimisation), GEO (Generative Engine Optimisation) and more. But whatever you want to call it, how do you make sure your business is discoverable in this new landscape?
Firstly, AI models favour trustworthy sources. That means your website should feature original, well-written content that showcases your expertise. Think detailed guides, FAQs, case studies and thought leadership articles. The more useful and relevant your content is, the more likely it is to be referenced by AI tools.
Just like with traditional SEO, AI learns from patterns across the web. If your site is regularly linked or cited by respected domains – such as news outlets, industry blogs or educational platforms – it increases the chances your content will be surfaced in AI-generated responses. This means good SEO backlink strategies are still important in the world of AI.
Another key to remember is that AI thrives on clarity. Avoid overly technical or jargon-heavy writing and focus on answering questions directly. Use headings, bullet points and schema markup to make your content easier to interpret. Think like a teacher – explain concepts simply and thoroughly.
One thing that is different compared to traditional SEO is the usefulness of engaging and getting links from platforms like Reddit, Stack Overflow and Quora. These comments and links don’t help with SEO rankings, but AI models often train on the data on these platforms. Participating in these communities – and linking back to your site when relevant – can help your content get noticed. Just make sure your contributions are genuinely helpful. Spam won’t get you far.
Another difference is that people don’t talk to AI the same way they search Google. Instead of typing “best CRM software”, they ask longer questions like, “What’s a good CRM for an electrician?” Your content should reflect this shift. Using natural language and answering long-tail questions that mirror how people speak will help both your SEO and AI visibility.
In summary, good SEO will help you get found in AI answers too. The future of search is conversational, contextual and AI-driven. Investing in strong SEO today will position your business to be found not just by search engines, but by the intelligent AI assistants shaping the new way we interact with the web.
- Josh Moore is the managing director of Hamilton-based digital marketing agency Duoplus.
AI favours trustworthy sources. Photo: Tara Winstead, pixels.com
