We already know that the search landscape has changed dramatically in the last couple of years due to AI.
AI overviews are dominating search results, and people are increasingly looking to LLMs such as ChatGPT, Gemini and Perplexity for recommendations when it comes to making purchasing decisions.
As a business owner, this can be frustrating, because no sooner have you come to grips with SEO than you now have to understand GEO - Generative Engine Optimisation.
But do not fear. SEO is not dead. If you have your SEO foundations right, you're halfway to being found by AI search.
In this post, we'll take a look at what it takes to satisfy AI search and to start appearing in those precious LLM recommendations.
SEO Foundations
The world of keywords - the ones your clients use - meta descriptions and alt-text descriptions hasn't gone anywhere. You still need to be doing those right. You still need to do your keyword research and to place them in all the right places. Just don't overstuff your pages with them willy-nilly. Nobody likes that, especially not your website visitors or Google.
Your site speed and mobile responsiveness are also huge factors in SEO. A slow and clunky site will not get you high rankings on Google or AI search. Just fix those speed gremlins already! It could be large images or stray bits of code loading at the wrong time. Talk to a website expert, or ask your favourite LLM for help.
Lastly, is your site clearly set up and written? Can anyone tell in seven seconds who you are, what you do and who you serve?
Is your content written in plain, simple English? Or does one need a PhD to decipher it? How clear is your site structure?
Once you have your SEO foundations right, you can look at the extra bits you need to conquer AI search.
The extra bits AI search is looking for
AI loves natural language and question-and-answer structured content that flows conversationally. Add an FAQ section to every page that needs one, especially your service pages.
Use headings and break up your content into sections for easy reading, so visitors aren't faced with large blocks of text. Use plain, easy-to-understand language and don't waffle.
AI search loves to know what others are thinking of you. Being cited in other sources will get you those mentions in LLM results. Get on podcasts, guest blog, issue press releases and submit your products and services to review websites. Being mentioned gets AI to trust you.
Make sure your Google Business Profile is up to date - post your offers and sales on there regularly. Also, ensure that your NAP (name, address, phone number) is consistent across all your listings, and if you're not already collecting Google Reviews, why not? These really matter to AI.
Does your About page tell a clear, credible story - AI pulls bios and credentials to see if it can trust you.
Write about your niche specifically, not generically. AI needs to know who to show your website to. If you're a wellness coach providing services to perimenopausal women, then write about the specific problems these women experience, not just about "getting more energy".
The reality check
AI search can seem scary for many of us, but the truth is that we don't have to start from scratch.
Most of us already have our SEO foundations down pat. If you don't, that's what I'm here for.
There is work involved in adding the extra bits that AI loves, like those FAQ sections and getting mentioned in external sources, but here's where our networks come into their own. Start exchanging blog posts with your business besties. Get podcast recommendations - you never know who knows someone who's got a podcast, or a YouTube channel. Submitting Media Releases to news channels still works; you just have to choose your media. If you don't know what is considered news or how to write a release, get in touch.
Before I wrap up, try this quick check - would a stranger (or Google) visiting your website know straight away who you are, what you offer and how to work with you?
If the answer is anything but a clear Yes!, then let's get together for a Website Strategy Session and work out exactly what we need to do to whip your website into shape. It's a 2-hour session where we deep-dive into your website's structure, SEO, design and messaging to make sure it's ready for AI search. You get a clear, plain English report at the end, telling you exactly what to do. Or you can hire me to fix it for you.
