How to make your brand visible for AI

In a world where online search is increasingly powered by AI*, here are our top tips for surfacing your brand and optimising your GEO - Generative Engine Optimisation - without neglecting your SEO!

But first, what is GEO? Put simply, it’s about making sure your brand shows up when people use AI tools like ChatGPT to ask questions, not just when they search on Google.

In short: SEO helps you get found in search results; GEO helps you get quoted in AI-generated answers.

Here are our top tips to stay discoverable:

Keep your website updated and useful.

AI rewards credibility and fresh, useful content. So invest in your website, don’t neglect it. Small changes reap benefits - create blog posts that drill into one topic of expertise and keep content rooted in credible sources.

Make copy conversational.

AI likes natural language, so don’t overthink your copy to include endless key words. Explain how your brand meets a need in a human way, just as you would communicate with ChatGPT. It’s fine to use AI to assist with idea generation or structure for a blog, but it’s important to finesse it with your own personal input.

Keep your content clearly structured and concise.

AI engines love well-organised websites. Keep content easy to scan with headlines, subheadings, short paragraphs and bullet points. Populate your FAQ page with highly specific, multi-word queries.

Become an authority.

AI rewards reputable sources, so become a source of expert, trustworthy information about a topic, to improve visibility for AI search engines.

Don’t forget your socials!

While AI does not trawl through socials in the way it uses web content, social media content maintains your visibility in the moment and is vital for staying visible for users and Google.

Be curious.

There’s plenty of information out there for free - such as the AI Skills Hub or podcasts like The Marketing Meet Up’s AI series.

‘Brands that rely only on social are visible in the moment but invisible in the system. Brands that invest in a website build a durable signal that AI can recognise, interpret and trust.’

Talk to us!

We can help you strike a balance between serving AI, Google, and your IRL audience. Get in touch with us for support on how to surface your brand for humans and AI.

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*McKinsey reports that about 50% of Google searches already include AI summaries, and that this will climb to +75% by 2028