As search evolves, AI tools like ChatGPT, Google AI Overviews, and Perplexity are quickly becoming new gateways to the web. Whether users are asking for product recommendations, looking for local services, or seeking in-depth research, AI assistants are now providing instant, conversational answers, often without sending users to traditional search engines.
This is where AI SEO and GEO (Generative Engine Optimisation) come into play.
✅ The good news? If you’ve been following best practices for traditional SEO, clear content, strong technical setup, and trusted authority, you’re already on the right path.
In this guide, we’ll show you how to build on those foundations and adapt your strategy for the next era of search, one where AI models decide what gets seen.
What Is AI SEO and GEO?
AI SEO is the process of optimising your website and content to be discoverable in AI-powered search platforms like:
- ChatGPT (with browsing or plugins enabled)
- Google’s AI Overviews
- Bing Chat / Microsoft Copilot
- Perplexity AI
- Arc Search
- Other emerging AI browsers and assistants
GEO (Generative Engine Optimisation) refers more broadly to ensuring your content is selected, quoted, or summarised in the answers generated by AI tools, not just traditional blue links.
The Core Pillars Still Apply
Despite the shift in how content is served, the fundamentals of SEO remain crucial. Whether you’re working with Google or GPT-4o, your strategy should be grounded in:
1. Structured, User-Centric Content
- Use clear H1-H3 headings, lists, and formatting that help both users and AI understand your content.
- Optimise for natural-language search queries like “best CRM for startups” or “how to market a dental practice.”
- Create FAQ sections and how-to guides that AI tools can easily summarise.
This is where a strong content marketing strategy is essential, you need content that answers real questions clearly and concisely.
2. Authority, EEAT, and Brand Trust
- Demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) across your site.
- Include author bios, external citations, and up-to-date references.
- Build backlinks from relevant industry sources to reinforce your domain’s credibility.
White label SEO services and external link-building can help strengthen your site’s authority signals.
3. Technical SEO and Structured Data
- Ensure your website is fast, mobile-optimised, secure (HTTPS), and crawlable.
- Use structured data markup (schema.org) for:
- FAQs
- Products
- Reviews
- Services
- Local Business Info
If your technical foundation is weak, UX and CRO services can help improve both usability and discoverability.
4. Content That Solves User Problems
- Write content that addresses intent clearly, whether it’s transactional (“buy”), informational (“how to”), or local (“near me”).
- Cut jargon. AI prefers clear, helpful language.
- Summarise key points in short, digestible formats (perfect for AI summarisation).
AI and eCommerce: Optimising for Product Discovery
If you run an eCommerce business, GPT-4o now shows shopping carousels within ChatGPT based on:
- Product relevance to the user’s query
- Structured product data (price, ratings, stock, description)
- Third-party reviews and availability
Want your products to appear?
👉 Submit your product feed to ChatGPT
And make sure your product listings use:
- Descriptive titles and bullet-point features
- Customer reviews and pricing
- Schema markup for
Product,Offer, andAggregateRating
Need help? Our team offers AI consulting and SEO strategy support tailored to AI discovery.
AI and Local SEO: What Still Matters?
AI tools still rely heavily on structured and trusted local signals when answering “near me” queries. To optimise:
- Keep your Google Business Profile updated
- Use consistent NAP data (Name, Address, Phone) across directories
- Collect and respond to Google reviews
- Add LocalBusiness schema to your site
- List your business on top directories (e.g. Yell, Yelp, Checkatrade)
If you’re a regional business, make sure you have dedicated landing pages for each location. For example, we have dedicated content for our work as a marketing agency in Beverley and SEO in Hull.
Basic Checklist: How to Optimise for AI Search in 2025
| ✅ Task | Why It Matters |
|---|---|
| Use H1-H3 headings, bullet points, and FAQs | Helps AI summarise your content accurately |
| Add schema markup (FAQ, Product, LocalBusiness) | Makes your data machine-readable |
| Write for natural language queries | Aligns with how users interact with AI |
| Strengthen EEAT with bios and citations | Builds trust with both AI and users |
| Improve page speed and mobile UX | Technical performance still counts |
| Collect and structure product reviews | Boosts relevance in AI shopping results |
| Submit product feeds to OpenAI (if applicable) | Essential for GPT-4o eCommerce visibility |
| Target long-tail and question-based keywords | Matches the way AI tools frame answers |
Final Thoughts: AI SEO Isn’t Replacing Google, It’s Expanding the Playing Field
The way users find information is evolving, but the principles of good SEO still apply. AI models like ChatGPT favour:
- Well-structured content
- Authoritative sources
- Technically sound websites
- Clear, helpful answers
If you build with those in mind, you’ll not only rank well in traditional search, you’ll become visible in conversational answers, AI overviews, and smart product recommendations.
Want to make your brand future-proof? Book a call with Peaco Marketing and let’s build an AI-optimised SEO strategy that works today and tomorrow.