How We’re Optimising for AI Search (And Why You Should Too)

At Rank Me Higher, we’ve been working in SEO for years, long enough to see dozens of Google algorithm updates, changing ranking factors, and new digital marketing trends. But what’s happening right now with AI-driven search is bigger than all of that. It’s not just a change to how people search, it’s an evolution of search itself.

If you’re only focused on Google rankings, you’re missing out on a growing segment of traffic that’s coming through platforms like ChatGPT, Perplexity, and Google’s own Search Generative Experience (SGE). These tools are already reshaping how users interact with information, and we’ve seen firsthand how this is affecting visibility, conversions, and strategy.

Here’s what we’ve learned, how we’re adjusting, and how you can start getting your brand in front of users on these new AI-driven platforms.

AI Search Is Not the Future. It’s Already Here.

Let’s start with the obvious: AI tools like ChatGPT are no longer niche.

They’re being used by millions of people every day, at home, at work, and across industries. What used to be a cool tool for experimenting has now become a trusted source of answers, recommendations, and insights.

What’s more, AI search traffic isn’t just high volume, it’s high intent. Users who find your brand through AI tools are usually further along in their journey. They’ve skipped generic queries and are now asking deeper, more specific questions. That means they’re often closer to making a decision.

From what we’ve seen, AI users behave differently:

They spend more time on the site.
They bounce less.
They convert more.

That kind of user behaviour is why visibility in AI search is already part of our strategy for every SEO and Google Ads client.

SEO Still Matters, But It’s No Longer the Whole Picture

We want to be clear: SEO is still critical. On-page optimisation, site speed, technical structure, and link building all still play a role.

But traditional SEO isn’t enough anymore.

AI tools don’t just pull from the top 10 Google results. They cite sources based on relevance, authority, and clarity, even if the site doesn’t rank on page one. In fact, studies show that most pages cited by ChatGPT rank beyond position 20 on Google. That flips the usual logic of SEO on its head.

What really helps improve visibility in AI-generated search results?

Frequent and relevant brand mentions
Content that’s original and well-structured
Accurate and up-to-date information
Clear formatting like FAQs, bullet points, and definitions
Expert quotes, case studies, and real data

We’ve started baking these factors into all the content we create, not just to help rank on Google, but to show up in AI responses.

A New Way to Measure Success

Traditional SEO has clear metrics: keyword rankings, organic traffic, and backlinks. But how do you track success when users find you via an AI-generated response?

Here’s how we’re measuring AI visibility today:

Visibility
We test common industry questions and keywords directly in tools like ChatGPT, Perplexity, and Google’s AI overviews to see if our brand or our client’s brand appears in the answer.
Referral Traffic
Using web analytics, we look for signs of traffic coming from AI platforms. While some tools don’t pass referral data clearly, many do, and we’re starting to see a measurable flow of users from these platforms.
Attribution
One of the most powerful things we’ve started doing is asking, “How did you find us?” on lead forms and sales calls. Increasingly, people are telling us, “I saw you in ChatGPT.”

This kind of feedback loop is crucial. It not only proves that AI search is driving leads, it also gives us new ideas for what content to create next.

Our Three-Part Strategy for AI Search Optimisation

To keep things focused and actionable, we’ve built a three-part approach to help our clients appear more often, and more favourably, in AI-powered search tools.

1. Be the Source

This is about creating content that AI engines will cite directly.

Think of it this way: AI tools answer questions by pulling in information from across the web. If your content answers the question clearly, accurately, and in a well-structured format, you’re more likely to get cited.

Here’s the kind of content we prioritise:

Product and service pages with real-world use cases
“How it works” and integration documentation
Comparison posts and listicles
Deep FAQs and “What is” style content

We also optimise these pages for clarity: using subheadings, bullet points, and schema markup to help both users and AI understand the content.

2. Be Included in the Source

If someone else is ranking or getting cited where you should be, get on their radar.

This might include:

Getting listed in roundup articles and industry blog posts
Joining relevant directories or business listings
Reaching out to partners to add mentions or links
Working with affiliates and influencers to include your brand

We actively look at where competitors are being mentioned and identify gaps. If we see that our client isn’t on a “Top 10 tools” list that keeps showing up in AI answers, we reach out to that publisher and pitch a value-based update.

3. Replace the Source

In some cases, the content that’s being cited is outdated, inaccurate, or weak. That’s your opportunity to create something better.

We do this through:

Original research and industry reports
Case studies with hard numbers
High-quality video content or step-by-step tutorials

AI tools favour fresh, credible information. If we can provide that, we can displace outdated content as a trusted source.

Content Types That Get Cited Most Often

From our testing and tracking, here are the types of content most likely to get picked up in AI answers:

Listicles like “Top 5 Tools for Local SEO”
Comparison pages such as “Google Ads vs Facebook Ads”
Product integration guides
FAQ and help documentation
Customer case studies with measurable results
Original data reports or survey findings
Thought leadership posts on platforms like LinkedIn
How-to videos or product walkthroughs on YouTube

AI models are looking for content that’s clear, accurate, and actionable. The more structured your content, the better.

A Smart Advantage for Small Brands

If you’re a small or mid-sized business, this is your moment.

Why? Because big brands are often slow to adapt. They’re limited by legal and branding policies that prevent them from mentioning competitors or being agile with content updates.

One of the easiest and most effective things smaller brands can do is create competitor-focused content. For example:

“[Brand] Alternatives for 2025”
“Best Tools Like [Well-Known Competitor]”
“[Your Brand] vs [Competitor]: Which One’s Right for You?”

These pages perform well because they match real search intent and fill gaps larger brands won’t touch. We’ve used this tactic successfully across multiple industries, and it works.

Do Brand Mentions Still Matter Without Links?

Yes. AI tools don’t rely on traditional link authority the way Google does.

Even if your brand is mentioned without a hyperlink, that mention can still be picked up and cited by an LLM like ChatGPT. Of course, backlinks are still important for building domain authority and helping your content get discovered by classic search crawlers.

But in the AI world, relevance and frequency of mentions are just as important.

Here’s how we build those brand mentions:

Outreach to bloggers and content creators
Guest contributions to high-authority sites
Social media visibility through experts and influencers
Getting quoted in relevant articles and industry reports

Think Bigger: Build a Brand That Deserves Mentioning

Everything we’ve talked about leads to this.

If people don’t talk about your brand naturally, AI tools probably won’t either.

The ultimate goal is to become the default mention in your niche, the “obvious choice” that shows up in every answer, every list, and every conversation.

That’s why we don’t just focus on tactics. We focus on brand value:

Do you answer real customer questions?
Do you provide insights nobody else does?
Do you create content people want to share?

This is what leads to sustained AI visibility, and trust.

“If people don’t recommend you, AI models won’t either.”

Final Thoughts

We’re at a turning point in digital marketing. Search is no longer just about Google rankings. It’s about being where your customers are looking for answers, and increasingly, that means AI platforms.

At Rank Me Higher, we’ve already adapted our SEO and content strategies to match this shift. We’re helping clients show up in ChatGPT, Perplexity, and Google’s AI-generated responses, and we’re seeing results.

If you want your brand to stay visible as search evolves, here’s what we recommend:

Optimise your content to be the best possible answer
Track where your brand appears in AI responses
Focus on brand mentions, both linked and unlinked
Invest in content that’s worth citing, again and again

Ready to increase your visibility in AI search? Let us help you get found in the places that matter most.

Start working with an agency that won’t break the bank and will take the time to understand your brand. We provide solutions to increase drive organic and paid traffic and to convert visitors into customers.

0800 593 0015

Local: +44 79 4036 8509

hello@rankmehigher.co