AI Optimization: How to Optimize for AI SEO, GEO, and More

February 3, 2025

With the rapid development of AI tools comes AI search. This means that traffic sources to our websites could be changing soon. As of now, most websites only get a small fraction of traffic from AI tools, but this number is trending up and businesses are focusing more and more on AI optimization along with their SEO optimization.

Defining AI (Artificial Intelligence)

According to AI (of course I asked ChatGPT for this definition), Artificial Intelligence (or AI) refers to computer systems and algorithms designed to perform tasks that typically require human intelligence. These tasks include things like problem-solving, learning, reasoning, and understanding language. While AI is now improving rapidly, it isn’t new. Artificial intelligence has been around for quite some time with origins stretching back to around the 1950s. But the rapid growth of AI has been accelerating which means we have more access to tools that utilize AI beyond just general chat bots and voice assistants.

What are AI Search Engines?

Now, we also have AI search engines. 

AI search engines leverage artificial intelligence, natural language processing (NLP), and machine learning to deliver search results. AI search engines analyze context, intent, and vast datasets to generate answers that closely align with user queries.

Platforms like Google’s Search Generative Experience (SGE), Bing’s AI-powered results, and independent tools like Perplexity AI are reshaping how search functions. These engines not only retrieve pages but also summarize, predict, and synthesize information, making SEO more about context and credibility than ever before. 

How do AI Search Engines Work?

Putting it simply, AI search engines use Natural Language Processing (NLP), analyzing queries for intent. They also use machine learning (learning from user behavior) and entity recognition (identifying people, places, etc. and mapping them to knowledge graphs). While traditional search engines find and index web content, AI search engines offer enhanced features like answer generation and more conversational interactions which potentially leads to an easier, more intuitive search process for the user and keeps searchers from having to click on multiple websites to find full answers and context.

How AI Search Tools are Changing SEO

Because AI search engines can provide complex answers and options, users might bypass traditional search results and participate instead in what’s known as a “clickless search.” This, in turn, would reduce traffic to websites from search.

For SEO, this underscores the importance of maintaining a unique voice in your content while also continuing to focus on technically sound websites, structured data, E-E-A-T, and optimizing for long-tail, intent-driven queries.

The Role of AI Search in Elevating Brand Awareness

As AI-driven search becomes more prominent, businesses must focus on increasing brand authority within AI-generated search results. AI engines prioritize recognized entities, so businesses must invest in brand awareness strategies to get cited in AI-generated content. Building relationships with authoritative sources increases the likelihood of AI models referencing your content. This is where digital PR, backlinks, and a solid content strategy can come into play. For more insights on brand awareness, check out our guide on why brand awareness is important.

How To Optimize for AI SEO or Generative Experience Optimization (GEO)

To improve chances of showing up in AI search, there are steps you can take. First, it’s essential to focus on topical authority by creating comprehensive, well-researched content that covers entire topics rather than just targeting isolated keywords. Make sure you have the authority to cover the topics on your website! E-E-A-T (expertise, experience, authority, and trust) are still extremely important. If the content on your blog or website isn’t relevant to your brand or expertise, get rid of it. 

Focus on enhancing user experience through improved readability, site speed, and overall UX, use structured data to ensure your website content can be understood by search engines and AI, and craft content that’s easy to digest, with clear and concise answers, well-structured headers, and bullet points. Finally, increasing brand mentions and citations from credible sources strengthens brand authority and improves visibility, as AI models often pull from established, trustworthy references.

In other words, keep doing what’s best for users and optimizing for SEO – for now. Citing sources, adding statistics, and adding credible quotes to your website can help add authority, trust, and credibility to your site and improve chances of showing up on AI search, according to a study performed by researchers at Princeton University, Georgia Tech, Allen Institute for AI and IIT Delhi.

Tracking AI Search Traffic: Why It Matters for Your Website

With AI-generated search changing how users find content, you may consider tracking AI search traffic to your website. Monitor traffic from AI search engines like Perplexity AI, ChatGPT, and other AI search tools by setting up reporting within Google Analytics. Creating a new channel group and adding a new source for AI tools can be helpful, as AI traffic is actually hidden in your referral traffic in GA4. Most websites are still getting minimal traffic from AI search and software, but this is increasing over time. If you want to see your traffic from AI tools like ChatGPT, reach out and schedule a call so we can get you set up with custom tracking.

Future Trends in Search & AI Optimization: Staying Ahead of the Curve

AI-driven search is evolving rapidly, and staying ahead requires ongoing adaptation. Key trends to watch include:

  • Increased adoption of AI-generated search results
  • Greater emphasis on brand authority and trust signals
  • Voice search growth

 

AI SEO is transforming how businesses approach search optimization. By focusing on topical authority, expertise, trust signals, brand awareness, structured data, unique, quality content with metrics, and user experience, businesses can stay ahead of the curve. As AI-powered search continues to grow, more information and recommendations will be released and we will keep this blog updated as things progress!

 

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