The New Search Landscape
While AI search is growing rapidly, traditional search engines still dominate. Understanding this balance is key to your strategy. The goal isn't to abandon SEO, but to enhance it for AI.
Daily Search Volume: AI vs. Traditional
Data from Exploding Topics shows Google's massive lead, but ChatGPT's 1 billion daily queries represent a significant and growing channel. Notably, a 2025 Higher Visibility study found 79.8% of Americans still prefer traditional search engines.
The 4 Pillars of AI SEO
Generative Engine Optimisation (GEO) isn't about learning a new discipline; it's about layering new nuances onto your existing SEO foundation. Here, we break down the four critical areas to focus on. Click each pillar to explore the actionable strategies within.
Writing Content That AI Loves
Use Natural, Question-Focused Language▼
Instead of just targeting keywords like 'best running shoes,' structure your headings as full questions: 'What are the best running shoes for marathon training?'. Then, answer the question directly and conversationally in the following paragraph.
Prioritise E-E-A-T Principles▼
E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is crucial. A 2024 study found that authoritative content saw up to a 37% increase in AI answer inclusion.
Embrace Semantic Richness▼
Go beyond repeating the same keyword. Use a wide variety of related terms, concepts, and entities. This creates a rich semantic context that helps AI understand the full depth and breadth of your topic.
Technical SEO & Site Structure
Ensure Crawlability in `robots.txt`▼
Your `robots.txt` file tells crawlers what they can and cannot access. Make sure you are not disallowing key crawlers like GPTBot (OpenAI), Googlebot, and Bingbot (used by ChatGPT Search).
Prioritise HTML Content▼
AI systems primarily read raw HTML. If your most important content is hidden behind JavaScript or buried in images without alt text, AI might miss it completely. Provide transcripts for videos.
The Role of Schema Markup
Organisation & Article Schema▼
Use Organisation schema to define your brand (name, logo) and Article schema for content (headline, author, date). This removes ambiguity for AI.
FAQ and How-To Schema▼
If your page has a Q&A or a step-by-step process, use the corresponding schema. This structures the information perfectly for AI to pull directly into answer formats.
Your Game Plan & Checklist
You have the strategy, now it's time for action. The big secret is that there is no secret—just a renewed focus on the fundamentals of great SEO. Use this checklist to guide your implementation.
- ✍️Content: Reframe headings as questions and answer them directly. Integrate E-E-A-T principles.
- 📊Formatting: Use clear heading hierarchies, bullet points, and tables to structure information for easy parsing.
- ⚙️Technical: Check `robots.txt` to ensure key AI bots are not blocked. Prioritise HTML content.
- 🏗️Schema: Implement Organisation, Article, and other relevant schema types to make your content unambiguous.
- 🛡️Authority: Build topical authority with content hubs and earn off-site trust signals through PR and directory listings.
- 📈Tracking: Use tools to monitor brand mentions in AI results to measure success, as clicks are less reliable.
