Artificial intelligence is changing how people search for information online. Tools like Google’s AI Overviews, Google AI Mode, ChatGPT and Perplexity AI now generate detailed, conversational answers within the search results themselves, without the need for users to click through to the relevant website.
This is a major shift: being visible now depends not only on ranking, but also on being cited or referenced in these AI-generated summaries. If your content isn’t optimised for this new environment, your competitors may capture attention before users even reach the organic results.
Our 2026 UK State of Digital Marketing Report revealed that optimising for AI-powered search results is now the biggest training need for UK businesses, so we’ve put together some tips on how to optimise for AI-powered search.
This blog will cover:
- What is AI-powered search?
- Why optimising for AI search matters
- How AI-powered search works
- How to appear in AI search results
- How to measure performance across AI-powered search
- AI Search: Frequently Asked Questions
What is AI-powered search?
AI-powered search uses large language models and advanced algorithms to interpret queries and deliver contextual answers, rather than presenting a simple list of links. Instead of typing “best accounting software for small businesses UK” and scrolling through blue links, users may now see a summarised answer generated by AI, often with cited sources and links for deeper reading.
Google describes its AI Mode as “our most powerful AI search experience, with more advanced reasoning and multimodality” and a system that uses a “query fan-out” method to break complex questions into sub-queries.
Prominent AI-search platforms include:
- Google AI Overviews and Google AI Mode
- Bing Copilot
- Perplexity AI
- ChatGPT-search with browsing features
- Brave AI Answers
All of these systems still rely on indexed web-content, meaning your website’s information is influential. The challenge is making sure your content is structured, credible and accessible enough to be used and cited by AI.
Why optimising for AI search matters
AI search doesn’t replace standard SEO, but it evolves it. Here are important reasons to optimise now:
- AI-generated summaries often appear above traditional search results, meaning your content may be overshadowed if you aren’t cited.
- Being cited in AI responses builds brand visibility and credibility.
- Users may rely on the AI answer without clicking through, meaning you need visibility in the summary itself.
- As traditional click-through rates decline, those who adapt to AI search gain a competitive edge. Businesses that ignore this risk falling behind in visibility and relevance.
How AI-powered search works
These systems scan large volumes of content to determine relevance, credibility and readability. Key factors influencing visibility include:
- Topical authority and depth of coverage
- Clear structure with headings, lists and well-formatted text
- Accurate and updated information backed by reputable sources
- Natural, conversational language aligned with user intent
For example, Google explains its “query fan-out” method in AI Mode; breaking one question into many internal queries to gather deeper insights. This means that content designed for AI needs to be machine-friendly but human-readable. The more your content fits these criteria, the higher your chance of being used.
How to appear in AI search results
1. Build topical authority
AI systems favour content that clearly demonstrates expertise. To do this:
- Publish interconnected articles that explore sub-topics in depth.
- Use internal links to connect related themes.
- Assign articles to named authors with verifiable expertise or credentials.
- Update existing content regularly with fresh data and insights.
2. Optimise for conversational queries
AI search models increasingly cater to natural questions rather than exact keyword phrases. To adapt:
- Use question-style headings (H2 or H3).
- Include FAQ sections at the end of your articles to cover common queries.
- Write in a conversational tone (the way that you would ask a question), rather than aiming to just target keywords.
3. Structure content for machine readability
Structure helps AI systems interpret and extract your content. To assist this:
- Use descriptive subheadings (H2/H3) instead of vague ones.
- Utilise bullet-lists, numbered steps, and short paragraphs to improve scannability.
- Start each major section with a clear definition or summary of what it covers.
- Implement schema markup where applicable (FAQ schema, How-To schema, Article schema). This helps the AI recognise content types.
This approach improves user experience and increases your chance of inclusion in AI answers.
4. Demonstrate Experience, Expertise, Authority and Trust (E-E-A-T)
Google’s AI Mode and others rely heavily on E-E-A-T to decide credibility. To strengthen these signals:
- Add bylines and author bios with relevant experience and credentials.
- Reference credible sources and present statistics or case studies.
- Include testimonials or case results if you’re publishing for clients.
- Ensure your site is transparent: contact info, privacy policy, about page.
Strong trust signals help AI systems view your brand as reliable.
5. Diversify content formats
AI search systems don’t just rely on text, they also process images, video and metadata. To optimise:
- Embed short videos or infographics that summarise your content.
- Provide transcripts or descriptive captions for multimedia.
- Use well-named image files and alt-text that describe visuals clearly.
By providing multiple formats and rich metadata, you increase the signals available to the AI.
6. Keep content fresh and data-driven
Freshness and relevance matter. AI systems favour recent and factual content.
- Update articles with new stats, especially UK-specific data (ONS, Ofcom, Statista).
- Add dates and versions to important pieces so AI can register recency.
- Publish follow-ups or “state of” content each year to maintain freshness.
Stale content risks being ignored, even if it previously ranked well.
7. Strengthen your brand presence across platforms
AI search pulls from many places, not just your website. To maximise this:
- Ensure your Google Business Profile is complete and accurate.
- Keep your LinkedIn and Twitter bios aligned with your website keywords.
- Make sure metadata across social and site is consistent with your target terms.
A consistent digital presence makes it easier for AI systems to identify your brand as authoritative.
How to measure performance and success in AI search
AI search platforms do not yet offer dedicated analytics, but you can still track meaningful indicators that show whether your content is being surfaced, cited, or used by AI systems. These are the most reliable methods for UK businesses:
Track referral traffic from AI platforms
Some AI engines now send direct referral visits when users click through. Monitor traffic from:
- Perplexity AI
- Bing/Copilot
- Brave AI Answers
- ChatGPT browsing (may appear as OpenAI or ChatGPT in analytics)
Increasing referrals are a strong sign that your content is being cited in AI-generated responses.
Monitor growth in long-tail and question-based queries
AI systems rely heavily on conversational and niche queries.
Look for increases in:
- “how,” “what,” and “why” searches
- multi-step, long-form searches
- specific, intent-rich keywords
This often reflects stronger alignment with the types of queries AI models pull from.
Analyse engagement on informational content
Users who click through from AI summaries tend to be highly engaged.
Useful signals include:
- longer average time on page
- deeper scroll depth
- more repeat visits to guides and educational pages
Growth here suggests your content is being surfaced for the right topics.
Track increases in branded search and direct traffic
When AI summaries introduce users to your business without a click, you may see:
- more branded searches
- more direct visits
- more people searching your brand plus relevant topics
These behaviours indicate brand visibility through AI-generated answers.
Monitor conversions that originate from informational pages
If AI is surfacing your content effectively, you’ll often see:
- more enquiries coming from blog posts
- higher CTA interaction on informational pages
- more assisted conversions tied to educational content
This shows your content is entering earlier stages of the customer journey via AI tools.
Frequently Asked Questions about AI-powered search
How is Google’s AI Mode different from traditional search?
Google’s AI Mode uses its latest Gemini model and a query fan-out technique to handle complex, conversational queries, offering multi-step answers within a dedicated tab in Search.
Does optimising for AI search mean I don’t need to do regular SEO?
No. AI search optimisation builds on traditional SEO. Technical SEO (site speed, mobile-friendly), keyword strategy and backlinks still matter deeply.
(If you’re struggling to get to grips with with SEO, then be sure to check out our SEO services).
How long before I see results?
We know it’s a typical response, but results really do vary. Some brands notice improved visibility in months, particularly if they update content and add structured data. Major impact in AI search may take longer because models update periodically.
Is AI-powered search relevant for small UK businesses?
Yes. Even local UK businesses can benefit from this change. Google AI Mode and other platforms increasingly surface local businesses and recommendations. Ensuring your content, profiles and citations are aligned helps you stay visible.
What types of content perform best in AI search?
In-depth, well-structured articles that answer questions clearly, incorporate recent data, and demonstrate expertise perform best. AI systems are more likely to cite content that shows real authority and clarity.
Final thoughts
AI-powered search is reshaping how users find information online, but it also presents new opportunities for UK businesses that adapt early. The most successful marketing strategies in 2025 will combine human creativity with the precision and scale of AI search optimisation. By building authority, adjusting your content for conversational queries, structuring it for readability and staying current, you can ensure your website remains visible not only in traditional search results but also across the major AI-powered search platforms.
If you’d like help building campaigns or optimising your content for this new environment, our team is ready to support you, contact us to find out how we can help ensure your business is visible across search and beyond.
