Search engine optimisation has undergone numerous transformations over the years, but what we are experiencing now is no longer a simple algorithm change. It is a shift in the entire paradigm. More and more users are moving away from traditional Google searches and turning directly to AI assistants such as ChatGPT, Gemini, Copilot and Claude.
All these AI interfaces offer more than just a search result: they provide complete answers, including links, products and comparisons. If your brand is not present in those answers, it risks becoming invisible to a growing category of users.
In May of this year, OpenAI announced that GPT Search was already generating 1 billion searches per week. This means that, in just eight months, it had reached 1% of Google’s search volume and continued to grow at an accelerated rate.
Furthermore, with the introduction of its shopping feature, ChatGPT is beginning to offer users:
In other words, AI no longer delivers only content. It delivers purchasing decisions. In this context, we are seeing the emergence of a new concept: AI SEO optimisation, meaning the optimisation of content so that it can be selected, recommended and displayed by artificial intelligence.
AI SEO is the strategy that helps you appear in AI-generated answers and remain visible to customers who begin their buying journey there.
AI SEO means optimising your website’s content and structure not only for Google crawlers, but also for AI language models such as ChatGPT, Claude and Gemini. These systems do not consider only backlinks or SERP rankings, but also:
In other words, AI SEO optimisation is not about your position in Google, but about your relevance within AI-generated answers. This difference can lead to new traffic, direct leads or customers who reach your business without going through Google.
When writing for AI, you need to remember that you are writing for questions, not rankings. This is why it is important to formulate your content so that it clearly answers questions such as:
These types of questions are common in interactions with AI. If your answer is clear, complete and well structured, you have a strong chance of appearing among the recommendations.
Another, perhaps the most important, aspect of AI SEO is authority. AI learns from patterns and citations. If your brand is mentioned by other websites, you publish well-researched articles, you are active within your community and you participate in relevant conversations, your chances of being recommended increase significantly.
Here are seven clear actions for AI SEO optimisation in 2025:
Content should be clearly structured, provide direct answers and avoid ambiguity. Use AI for drafts, keyword research and content structuring, but preserve your brand’s authenticity in the final message.
AI models frequently answer questions such as “What is the best X for Y?”. Respond concisely, comparatively and practically, especially in product descriptions.
Use conversational language, include frequently asked questions and write phrases that are easy to reproduce verbally. Create content that can be easily used by a voice assistant.
Check the internal structure, loading speed and clarity of the information. A website that is difficult to interpret will be avoided not only by users, but also by AI.
Include markup for products, reviews, stock availability, articles, authors and any other relevant metadata. This makes it easier for AI to understand your content and increases your chances of being displayed as a priority.
Create educational content, participate in events, initiate strategic partnerships and build a community. AI models learn from what others say about you.
Search for phrases such as: “Who are the best providers of X?” or “What products would you recommend for Y?”. If your brand does not appear, it is time to adjust your strategy.
Until now, the focus was only on how Google indexes your website. Today, it also matters how AI understands and interprets it. Brands that begin optimising for AI SEO early will have a clear advantage in the coming period.
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AI SEO is the process of optimising website content and structure so that it can be recognised and displayed by AI systems such as ChatGPT or Gemini, not only by Google. It is based on clarity, relevance and authority, rather than only on backlinks or SERP rankings.
Run a simple test: ask a relevant question in ChatGPT or Gemini, such as “What are the best X products?”, and check whether your website is mentioned. If it does not appear, ask why or analyse which brands appear and what may have helped them earn that visibility.
Clear, well-structured answers focused on specific questions. Product descriptions, comparison articles, FAQs and educational content are among the most effective formats.
Yes, but in a different context. AI considers who mentions your brand and in what context. Backlinks from relevant, specialised sources matter more than large volumes of links from questionable sources.
You can use AI as a tool, but not as the sole author. If you lose control of your brand tone and message, the content will become generic and irrelevant, which is exactly the opposite of what AI systems currently look for.