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Search isn’t what it used to be. Gone are the days when people typed in a few keywords and scrolled through web pages. Now, they’re asking full questions and AI Search tools like Google’s SGE (Search Generative Experience), ChatGPT, and Perplexity are answering them directly with summaries, not just links.
If your brand is not featured in those AI-generated answers, you might as well be invisible. And the fact is that over half of users now trust these AI summaries as much as traditional search results. You’re losing traffic, authority, and potential customers if you’re not optimising for this shift.
The good news is that you can adapt to this shift. You only need to rethink your content strategy. Let’s break down how AI search works and what you can do to stay ahead.
How AI Search Works
1. AI Pulls From Trusted, Well-Structured Sources
Large language models (LLMs) don’t just pull answers out of thin air—they scan public websites for the most relevant, well-structured, and trustworthy information. That means your content needs to be:
- Crawlable (no hidden or blocked pages).
- Clear and concise.
- Aligned with user intent (answering fundamental questions, not just targeting search volume).
You don’t need to be a household name to rank on AI search. However, you need to be useful. For instance, some brands have tried for years but never appeared in AI summaries. However, once they added FAQs and made their language more conversational, they started appearing in AI searches.
2. Conversational Content Rank Best
Google’s AI prefers natural, conversational language, like someone explaining something. AI will likely skip over your content if it sounds too stiff or formal.
Tips for Writing in Natural Language:
- Write like you’re talking to a friend.
- Use headings that match real questions (more on this below).
- Keep sentences short and simple.
How to Create AI-Friendly Content
1. Use Question-Based Headings:
Avoid the use of generic headers like “Best Keywords for SEO.” Instead, use headers like: “What Someone Would Type Into Google”
Examples:
- “What it costs to start a small business selling phone accessories in Johannesburg (or any specific location).”
- “Side effects of skipping breakfast and having only coffee, if you are above 50.”
AI summaries are far more likely to pick up texts with exact-match.
2. Put the Answer First, Then Explain:
AI loves quick, direct answers. Structure your content in the Following Way:
1. Question (as heading)
2. Short answer (1-2 sentences max)
3. Deeper explanation (details, examples, data)
This makes it easy for AI to extract and feature your response.
3. Use Schema Markup
Schema markup is an exciting tool. It helps search engines comprehend your content better. The most useful types for AI search are:
- FAQ schema (for Q&A-style content).
- HowTo schema (step-by-step guides).
- Organisation schema (to verify your brand)
Plugins like Rank Math, Yoast, or Schema Pro help in simplifying this task.
How to Boost Your Authority So AI Trusts You
1. Earn Backlinks from Reputable Sites
AI uses authority signals to decide which sources to trust. If major sites link to or mention you, your chances of appearing in AI summaries go way up.
Do the Following to Earn Backlink for Reputable Sites:
- Publish increased research (studies, surveys, original data).
- Create high-value tools (calculators, templates, free resources).
- Write guest posts for industry blogs.
Note: Do not buy backlinks. Focus on earning them naturally.
2. Get Mentioned in Authoritative Communities
AI tools also pull information from Reddit, Quora, LinkedIn, and other platforms for discussions. AI takes notice if people are talking about your brand (in a good way).
Example:
A company called Top Shelf Reputation started appearing in AI Search for product comparison after multiple users recommended them in forum threads.
3. Build a Trustworthy Online Presence
AI avoids sketchy or unclear sources. Make sure:
- Your website loads fast (use Google PageSpeed Insights).
- You have a clear About page on your website, stating who you are and what you do.
- Your social media profiles are active and linked.
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How to Optimise Your Brand for AI Search and Mentions
1. Keep Your Branding Consistent
AI needs to recognise you as a single, reliable entity. To earn a strong reputation for AI search, you must:
- Use the same name everywhere (do not use abbreviations or variations).
- Stick to one prominent tagline or description. Promote your location and contact details uniformly.
2. Highlight Your Experts
AI often pulls quotes and insights from individuals, not just company pages. If you have experts on your team:
- Create short bio pages for them.
- Include quotes, tips, or case studies in their voice.
For example, a little-known bakery added a bio page for their pastry chef, including a few baking tips. Later, AI quoted him in a food-related summary.
Track Your AI Search Performance
1. Test Your Content in AI Tools
- You can test your content on AI search tools to see if you’re showing up by asking ChatGPT or Google SGE (Search Generative Experience) questions related to your niche.
- Are you featured?
- If not, what kinds of results are appearing?
- How can you improve your content to match?
This gives you real-time feedback on what works.
2. Monitor Google Search Console for AI Traffic
If AI starts pulling answers from your site, you will notice unusual search traffic and impressions without clicks. This is a result of people getting answers directly from AI.
When you spot these, double down on those topics. Publish more similar or supporting content.
Credit: Trailblaze Marketing
AI Search is Both the Present and the Future. Nicholas Sgalitzer, founder of Sgalitzer Technologies stated: “Conversational AI is changing how people discover brands. If your business lacks clear, structured information, you’re invisible to the tools shaping modern search.”
Don’t just chase page-one rankings. Instead, focus on offering useful information. Optimise for clarity, not just keywords. Build trust so AI sees you as a reliable source. Search isn’t just about being seen anymore. It’s about being trusted in the AI era. It starts by becoming the platform where useful answers are given, not just where links are listed.