5 optimization tips for AI search

Google is no longer automatically the first reflex of a vacationer who wants to know where in Europe it is still sunny in October. Or a student looking for the best laptop also increasingly finds his answer through AI tools like ChatGPT, Perplexity and Copilot. Does this development call for a drastically new online strategy? Find out what you can do to optimize for AI search.

TL:DR

With AI search, you find answers through tools like ChatGPT, Gemini or Copilot. These AI tools cite sources from the Internet, the only way to still get organic traffic. The tactic to appear in these citations is called GEO (Generative Engine Optimization). Among other things, topic authority, structure and online visibility increase your chances of appearing in AI searches. Traditional SEO provides the foundation for GEO.

What is AI search?

With AI-search, people submit their online search questions to ChatGPT, Gemini or Perplexity, rather than through Google’s search engine. The AI tools instantly answer a personal search question, no matter how long and complicated. To do so, they gather relevant sources at lightning speed. And so they compile a very concrete answer for you. This saves the searcher frustrated click-throughs and disappointing SERP results.

From SEO to GEO?

The rise of AI search is a challenge for online marketers. In fact, the tools are driving down organic traffic to Web sites. The fact that Google’s long-awaited SERP feature AI Overviews has now also been rolled out in the Netherlands further reinforces that decline. To get organic traffic through AI search, you want your website to be used as a source. You therefore optimize content to be mentioned in generative answers. Search gurus call this GEO (Generative Engine Optimization), although other terms circulate around, such as AEO (Answer Engine Optimization) and LMO (Language Model Optimization). Whatever name you give the beast, it’s important to understand how to increase your chances of being cited.

5 tips for getting cited in AI searches

So as an SEO specialist, you want AI search engines to cite your content. It is difficult to measure when you are and are not mentioned. After all, GEO does not work with rankings, unlike traditional SEO. Also, what sources an AI tool gives varies by tool, by person and even by time of day. To increase your chances, use these tips:

Tip 1. Build topic authority

Authority is important. If the tool sees that there is a lot of informative content on a particular topic, you are more likely to be cited. So write multiple informative blogs where you answer different search questions about a topic. Link these blogs together in a natural way. These are also called pillar pages and provide topic authority.

Tip 2. Structure your content

AI search tools scour the Internet looking for answers to users’ questions. By properly structuring your content, search engines understand faster whether your content is useful. You can do this with, for example:

• A short summary (TL;DR) at the top of your content
• Listings
• Lists
• Charts
• Tables

Implementing Structured Data is an important technical way to structure your content. You use a piece of code to indicate exactly what information is where on a page. Most CMSs have extensions for this.

Tip 3. Create AI-friendly content

AI-friendly is actually about keeping it simple. With clear, simple language, AI tools understand your content faster and better than complicated jargon. Also, use clear headers, preferably with (search) questions. Then, in the paragraph, answer that question directly and clearly.

Tip 4. Work on your online visibility

AI search engines scan more than just websites. And also look at social media channels like YouTube and Instagram, for example. Review sites like Reddit also play a role in AI tools’ responses. Therefore, it is increasingly important to be visible on multiple channels and with different forms of content. Build a holistic content approach with text, video and images on different platforms.

Tip 5. Further key your traditional SEO strategy

You may have noticed: the above points are part of a good SEO strategy. Not surprisingly, because ultimately generative search engines base answers on relevant information that already ranks well in traditional search engines. Therefore, a good SEO plan is the foundation for a successful GEO strategy. EEAT principles, social search shifts, helpfull content: all important SEO developments are also relevant for citations in AI search.