More searches now end with an AI-written answer — Google’s AI Overviews, ChatGPT search, Perplexity — instead of a list of links. These tools still get their answers from websites, and they cite the pages they quote. Getting cited comes down to being easy to find, easy to understand, and easy to quote. Optimising for this is called AI SEO, or generative engine optimization (GEO).

What is AI SEO (generative engine optimization)?

AI SEO, also called generative engine optimization or GEO, is the work of making your content easy for AI search tools to find, understand and cite in their answers. It builds on traditional SEO rather than replacing it. The difference is what you are aiming for:

Traditional SEO AI SEO (GEO)
Goal Rank a link on the results page Be quoted or cited inside the AI answer
What gets used The whole page A single passage that answers one question
Success measure Rankings, clicks Citations, brand mentions, referral visits
Foundation Crawlable, fast, relevant, well-linked pages The same, plus answer-first, well-structured writing

How Google AI Overviews and ChatGPT pick their sources

AI search tools generally look for pages that:

  • already rank well, or come from sites known for the topic
  • answer the question directly, in a passage that makes sense on its own
  • are clearly structured, so the right section is easy to pull out
  • are trustworthy, with clear authorship, facts, and up-to-date information

They quote passages, not whole pages. A section that answers one question clearly is more useful to them than the same information spread across five paragraphs.

1. Lead with the answer

Open every page — and every major section — with a short paragraph that answers the question directly, in plain language. Then add the detail. If someone read only that first paragraph, they should have the answer.

2. Make each section stand alone

Use clear headings that match the questions people ask. Write each section so it makes sense without the rest of the page. Avoid “as mentioned above”.

3. Use tables and lists for comparisons

Comparisons, prices, steps, and specifications are easier for AI tools to extract — and for people to scan — as tables and lists than as prose.

4. Add structured data

Schema markup tells search engines what a page contains: your organisation, FAQs, products, articles, and authors. It removes guesswork about what your content means.

5. Let AI crawlers in

Check your robots.txt. Some sites block AI crawlers by default, which keeps them out of AI answers entirely. Decide deliberately which crawlers to allow. An llms.txt file can also point AI tools to your most important pages.

6. Build depth, not one-off pages

A single article rarely makes a site an authority. A connected set of pages on one topic — a main guide plus detailed articles, linked together — shows that you know the subject.

7. Show who is behind the content

Name authors, show your company details, cite sources, and date your content. Update pages when facts change.

8. Keep traditional SEO strong

AI answers lean on pages that already rank. Fast, mobile-friendly pages, sensible site structure, and good links still matter — they are the foundation, not a separate task.

AI SEO checklist

Step Check
Answer first Each page and section opens with a direct answer
Stand-alone sections Question-style headings, no cross-references
Structure Tables and lists for comparisons and steps
Schema Organisation, FAQ, article, and author markup
Crawlers robots.txt reviewed, llms.txt in place
Depth A linked cluster of pages on each core topic
Trust Named authors, sources, dates, regular updates
Foundation Fast, mobile-friendly, well-linked pages

Frequently asked questions

What is AI SEO?

AI SEO is optimising your website so AI search tools, such as Google AI Overviews, ChatGPT search and Perplexity, can find your content and cite it in their answers. It is also called generative engine optimization (GEO).

Is generative engine optimization different from SEO?

It builds on SEO. AI answers lean on pages that already rank, so the foundation is the same. GEO adds a focus on clear, quotable passages, structure and trust signals.

Can I pay to be cited in Google AI Overviews?

No. Being cited depends on your content and your site’s standing for the topic, not on ad spend.

How do I know if AI search is citing my site?

Search your main questions in Google and in ChatGPT search and note which sites are cited. Check your analytics for referral visits from AI tools such as chatgpt.com and perplexity.ai.

Our SEO services cover both Google rankings and AI search visibility. For the comparison with paid search, read SEO vs Google Ads, or talk to us.