More people are using AI search engines that deliver instant and more personal answers, causing Google clicks to drop. So, what does this mean for your brand, and how can you stay visible as AI search continues to grow?
It means now is the time for businesses to adapt their strategies and ride the wave of this change. We’ll show you how to appear in AI search through Generative Engine Optimisation (GEO) by creating credible, conversational content.
In this article we’ll cover:
- Why You Need to Optimise for AI Search
- How to Optimise for AI Search
- How to Appear in Google AI Overviews
- What is Google’s New AI Mode
- How Will AI Mode Affect Your Brand?
What Makes AI Search Different?
While Google ranks individual pages, AI search:
- Summarises information from multiple sources to generate tailored answers.
- It’s interactive and personalised, adapting responses in real time based on user queries.
Appearing in AI search depends more on credibility and contextual relevance than just on keywords.
Why You Need to Optimise for AI Search
AI search engines, such as ChatGPT, Perplexity and Google’s Gemini, are revolutionising how people search, shop and discover businesses. Research has shown a 34.5% drop in Google clicks due to AI overviews. It’s a clear sign that AI is now stealing the spotlight from traditional search traffic. This shift means users are getting answers without clicking, and brands must adapt fast or risk becoming invisible online.
That’s where Generative Engine Optimisation (GEO) comes in. GEO complements traditional SEO by helping your brand surface in AI-generated responses. If you’re not optimised for this, there is a good chance you’re very invisible in search.
What is GEO?
GEO stands for Generative Engine Optimisation. This strategy is designed to help your content, website and brand surface in AI-generated answers and LLMs.
Key Difference from SEO:
- SEO focuses on ranking web pages to increase traffic and clicks.
- GEO focuses on getting your brand or content mentioned in AI responses, even when no links are clicked.
How Do AI Search and LLMs Work?
Large language models such as Claude rely on training data, which forms their internal knowledge. However, their knowledge is limited to information available up to their most recent training period.
AI platforms, such as Google’s AI Overviews, Perplexity and ChatGPT, are search engines that blend live web results with LLMs to deliver accurate, up-to-date responses.
How to Optimise for AI Search
To succeed in increasing your brand’s visibility in AI search, you must blend traditional SEO with GEO strategies.
- SEO gets you ranked.
GEO gets you mentioned in AI-generated responses.
Here’s what you need to be doing:
1. Create High-Quality, In-Depth Content
AI-driven search engines, such as Google’s AI Overviews, prioritise topical relevance and content structure over simple keyword matching. To stand out, focus on:
- Well-written, unique content that demonstrates your expertise.
- Answer common questions related to your industry or niche.
This content can be pulled into AI summaries even before it ranks in traditional search results.
2. Target Long-Tail, Conversational Queries
Users are now searching more conversationally. Focus on long-tail queries such as:
- “How do I…”
- “What are the best ways to…”
These align with how people actually phrase questions and what AI engines look for in their responses. Build content that answers these with:
- Expert answers
- Step-by-step how-tos
- Problem-solving guides
- FAQ style sections
This type of content is exactly what AI platforms prioritise, especially when users are looking for trusted, actionable and specific information.
3. Publish Consistently
While AI search engines still value strong content, they prioritise meaning and relevance over keyword density.
We already know that consistently publishing helpful, high-quality content is one of Google’s top ranking factors. The same applies to AI search. Regular content creation signals that your site is active, credible and relevant. Businesses that consistently deliver value through fresh content are more likely to be pulled through by AI.
4. Use Quotes, Citations and Statistics
AI models favour content that demonstrates credibility, which includes:
- Expert quotes
- Relevant statistics
- Credible sources
Well-cited content is up to 40% more likely to be pulled into AI-generated answers.
5. Increase Brand Awareness
In the era of AI and large language models (LLMs), brand awareness and authority are more important than ever. AI-generated content highlights brands closely associated with key topics and trusted sources. Build yours by:
- Earning mentions in high-authority publications
- Getting backlinks from credible websites
- Gathering authentic reviews that boost trust
- Creating content that’s consistently shared and linked
The more your brand is connected to trusted topics, the more likely it is to appear in AI search.
How to Appear in Google AI Overviews
To boost your visibility in AI Overviews:
- Blend SEO and GEO: Use schema markup, technical SEO and structured content.
- Think skimmable: Make it easy for AI to extract useful snippets using structured headings.
- Be multi-format: Use images, videos and clearly organised text.
- Show authority: Link your sources and establish expertise.
While AI Overviews are already changing how people find information, Google’s new AI Mode takes things a step further by turning search into a fully conversational interaction.
What is Google’s New AI Mode
Google has officially launched a brand new search engine called AI Mode, transforming traditional search into a conversational, chatbot-style experience. The key features of AI Mode include:
- Conversational Search Experience: Replaces traditional link lists with personalised, dialogue-based answers tailored to the user’s query.
- Dynamic Responses: Responses can include a mix of text, images, links and videos relevant to your search.
- Deep Research Mode: Uses advanced “query fan-out” to run hundreds of searches and compile fully cited, expert-level answers.
- Conversational Follow-Ups: Continue your search naturally, as AI Mode remembers context and refines responses as your questions evolve.
AI Mode is rolling out in the US initially but will soon be introduced to other countries.
How Will AI Mode Affect Your Brand?
Once AI Mode arrives, it’s going to completely reshape how your customers find and choose brands online. Instead of spending days or weeks researching, customers can now get trusted product recommendations and answers all in one quick search. That means:
- Fewer clicks.
- More reliance on AI summaries.
- Brands that aren’t optimised will lose visibility.
For brands and businesses, this isn’t a negative if you’re aligning with AI Mode and other AI-driven search tools. To appear in AI Mode, you still need traditional SEO to rank in web searches. Your brand must appear in the sources AI Mode pulls from, too, which means investing in GEO.
Our Content Director, Jane Wardle, says:
“We’re seeing the biggest shift in SEO in over a decade. The rise of zero-click results can seem daunting, but we see it as a powerful opportunity to get discovered in the new AI-driven search landscape. Fortunately, our team has been preparing for this since ChatGPT first launched in November 2022. We’re already helping clients structure and optimise their content to appear in AI Overviews, LLMs and AI Mode, where attention is moving next.”
Get AI Search Ready with Pod Digital
At Pod Digital, we’re a leading digital marketing agency with years of experience driving business growth in the digital world.
We make sure businesses harness the power of GEO so they stay visible and relevant in AI search.
Our expert marketing team is built on innovation and a commitment to staying ahead of the curve. We closely monitor the latest developments, such as AI Mode, to adapt our strategies quickly, ensuring your business benefits from these changes immediately.
Many businesses are already leveraging GEO and AI platforms to capture more market share and build stronger customer loyalty. Don’t get left behind. Book a strategy meeting with our experts today and lead the way in AI search.
