How to rank your website in AI search

While most small businesses are fannying about trying to work out what traditional SEO actually is, the world as moved on. AI search visitors are now converting at significantly higher rates than regular search results. Recent data from Ahrefs shows that AI search visitors convert at a 23 times higher rate than traditional organic search visitors¹. That’s not just some marketing fluff, that’s a proper game changer.

The numbers don’t lie. AI Overviews now appear in approximately 13% of all Google searches as of 2025², with some studies showing figures as high as 50%³, jumping up from much lower rates in 2024. Google’s AI features are driving increased search engagement when people see them⁴. Meanwhile, ChatGPT has exploded to 400-800 million weekly users⁵, Perplexity is grabbing market share with over 22 million monthly active users⁶, and Microsoft Copilot is becoming increasingly adopted by Fortune 500 companies⁷.

Here’s what gets interesting for us nerds. AI search visitors demonstrate significantly different behaviour patterns compared to traditional search traffic. According to Ahrefs data, despite representing only 0.5% of total traffic, AI search visitors generated 12.1% of all signups¹. Why? Because AI does the hard work first, it filters out most of the results and shows people what they actually want before they even click through to your site. It’s not a matter of being on page one of Google anymore, most people aren’t even getting that far down.

When someone finds you through AI search, they’re not just browsing. They’re primed, they understand your offer, and they’re much closer to actually buying your thing.

The AI search revolution and why most businesses are missing out

Traditional SEO is becoming a smaller slice of a much bigger pie. The shift isn’t just about new platforms, it’s completely changing how people search and make decisions.

Research on over 41 million AI search results shows traditional SEO metrics barely matter for AI citations⁸. Domain authority, backlinks, keyword density, they’re all much less important than having content that’s actually structured properly and worth citing.

Think about it differently. With traditional SEO, you’re trying to rank first and hoping people click through. With AI search, you’re trying to become the source that AI confidently recommends when it’s putting together an answer. Instead of competing for position one for particular search terms, you’re competing to be the subject authority that gets quoted.

The way people search has completely changed. They’re not typing “Melbourne digital marketing” anymore. They’re asking complete questions like “what digital marketing actually works for small businesses in Melbourne” and expecting AI to analyse all the options and help them with a decision with a small set of recommendations.

You can’t just throw up a basic website with some keywords sprinkled in and expect results. Those days are done.

Each platform works a little bit differently

Google AI Overviews are now appearing more frequently, but they don’t just pick the highest ranking websites. They favour content that actually answers questions thoroughly with real facts and proper sources. YouTube, LinkedIn, and proper industry authorities get cited regularly, but so do smaller sites that demonstrate subject expertise. This is an opportunity, especially in these early days.

The key thing Google’s AI looks for is content that combines breadth with depth. Surface level keyword targeting fails because AI systems check whether your content actually helps people achieve what they’re trying to do.

ChatGPT search works completely differently. It prefers content that sounds like a knowledgeable conversation rather than corporate marketing copy. If you write like you’re explaining something to a mate who genuinely wants to understand, you’ll do much better than if you sound like a brochure.

Perplexity AI uses yet another approach with vector based analysis. It rewards content that explores topics from multiple angles and demonstrates you actually understand the relationships between different concepts, not just individual keywords.

The point is you can’t use the same approach for every platform. They’re all looking for different things.

What actually works

Generative Engine Optimisation is fundamentally different from SEO because you’re optimising to get cited rather than clicked. Research from Princeton University, Georgia Tech, and other institutions shows that proper citation optimisation techniques can boost your visibility by up to 40%⁹.

The key insight is understanding what makes content citation worthy. AI systems need to feel confident recommending your information, which means you need clear authority, comprehensive coverage, and information that’s structured so it’s easy to understand and reference.

Getting cited becomes your new goal. Unlike traditional SEO where backlinks drive authority, AI search rewards content that other authoritative sources reference and build upon. This creates opportunities for newer websites to gain visibility by focusing on genuine expertise rather than just trying to game the system.

Content structure that actually gets noticed

AI systems read content hierarchically, titles, headings, and opening paragraphs get the most weight. Recent research confirms that putting key information directly in meta descriptions increases your chances of getting cited, because AI platforms use this structured data to quickly identify good sources⁸.

Here’s where most businesses get it wrong: they structure content for people quickly scanning rather than AI comprehension. Semantic clustering is essential for AI understanding. Instead of targeting individual keywords, successful optimisation creates comprehensive topic coverage that addresses related concepts and demonstrates expertise depth.

FAQ sections consistently get high citation rates, especially for those “People Also Ask” results. But here’s the trick, your FAQs need to sound like genuine questions your customers actually ask, not keyword-stuffed SEO nonsense.

Think about how you’d explain complex topics to a customer who’s genuinely trying to understand their options. That’s the tone and structure AI platforms favour when selecting sources to cite.

Technical stuff that makes a real difference

Schema markup helps AI understand your content by providing structured context about what you do, who you are, and how topics relate to each other. Microsoft’s Bing team explicitly states that schema markup helps their AI understand content¹⁰, and Google emphasises that structured data provides clear signals about page meaning.

Most businesses slap on some basic schema and call it done. Advanced schema for AI search requires connected markup, defining relationships between different pieces of content, linking related topics, and providing comprehensive context that AI systems use for their knowledge graphs.

Co-occurrence optimisation strengthens relationships by strategically pairing related terms within your content. For example, consistently mentioning “conversion rates” near “AI search optimisation” helps AI platforms understand the business connection. This isn’t keyword stuffing, it’s natural relationship building that mirrors how experts discuss topics.

The technical foundation still matters for platforms that use traditional search indexes, but the presentation layer for AI requires additional focus on content clarity and information hierarchy.

Mastering Google AI overviews

Google AI Overviews prioritise comprehensive content that thoroughly addresses what people are looking for while being factually accurate. Analysis shows that well structured content with proper citations and authoritative information gets featured more frequently in AI Overviews².

The key is understanding how AI Overviews select and synthesise information. Featured snippet optimisation translates directly to AI Overview success because Google’s AI often references the same high quality content that earns traditional rich results.

Local relevance matters significantly for location specific queries. Australian businesses should emphasise regional expertise and local market understanding. This isn’t about stuffing “Australia” into every paragraph, it’s about demonstrating genuine local knowledge that international competitors can’t replicate.

Content that actually gets cited

Comprehensive topic coverage beats keyword targeting every time in AI Overview selection. Google’s AI evaluates whether content genuinely helps users accomplish their goals, favouring sites that demonstrate expertise through practical examples and thorough exploration.

Statistics and credible sources significantly boost citation likelihood. The Generative Engine Optimisation research found that including citations, quotations from relevant sources, and statistics can significantly boost source visibility by 30-40%⁹. When you include specific data points and authoritative references, you give AI systems the factual foundation they need to confidently cite your content. But the statistics need to be current, relevant, and properly explained.

Question focused content structure performs exceptionally well. Instead of organising around keywords, structure content around specific questions your audience asks. Address these directly, provide comprehensive answers, then expand with related information and practical applications.

Bear in mind, this isn’t about gaming the system. It’s about genuinely being helpful, which is what AI platforms are trying to identify and reward.

ChatGPT and conversational AI platforms

Conversational content structure works much better with ChatGPT’s approach to helpful dialogue. Rather than formal business language, content that explains concepts like you would to a colleague often gets higher citation rates.

Here’s what we’ve learned: authenticity beats polish every time. Content that acknowledges limitations, provides honest assessments, and shares genuine insights outperforms generic corporate messaging. ChatGPT’s algorithms favour content that demonstrates real expertise through specific examples and practical guidance.

Platform integration becomes crucial as ChatGPT search gains market share. The platform now includes citations and links to original sources by default, making it essential to optimise for visibility rather than trying to block AI access.

Creating content worth citing

Depth over breadth consistently wins with platforms like Perplexity and ChatGPT. Single topic deep dives with comprehensive coverage and practical applications outperform broader content that covers multiple subjects superficially.

Source credibility gets amplified across conversational AI platforms. Content that cites authoritative research, includes expert quotes, and references current industry data gets preferential treatment compared to unsupported claims.

The key insight is that conversational AI platforms act as filters. They don’t just index your content, they evaluate its trustworthiness, comprehensiveness, and practical value before deciding whether to cite it.

Write like you’re having a conversation with someone who genuinely wants to understand the topic. Use questions to transition between sections, acknowledge different perspectives, and provide specific examples that illustrate your points.

What advanced strategies actually work?

Topic clustering approaches yield better results than traditional keyword targeting. Instead of chasing individual search terms, establish comprehensive authority across related concept groups. Cover benefits, challenges, implementation strategies, common mistakes, and real world applications.

Platform diversification prevents over reliance on single AI systems while maximising citation opportunities. Different platforms reward different content types. Google AI Overviews favour comprehensive guides, ChatGPT prefers conversational explanations, and Perplexity rewards research backed analysis.

Measuring what actually matters

Citation tracking requires different metrics than traditional SEO monitoring. Tools like ahrefs and Semrush’s AI Overview tracker help monitor brand mentions across AI platforms, showing citation frequency and competitive positioning¹¹.

Conversion quality analysis is crucial for ROI measurement. While AI traffic converts at higher rates, monitoring the complete customer journey helps identify which platforms deliver the most valuable leads for your specific business.

The key insight is that AI search success compounds over time. Content that earns citations tends to get more citations, creating momentum for increased visibility and authority. This makes early optimisation efforts particularly valuable.

Competitive intelligence reveals opportunities by monitoring which competitors earn citations for your target topics. This analysis uncovers content gaps and authority signals worth developing.

The Australian business advantage

Australian businesses have unique opportunities that international competitors can’t replicate. Deep regional expertise, cultural understanding, and established community connections provide authentic local advantages that AI platforms recognise and reward.

Local market knowledge creates citation opportunities that generic international content can’t address. When you understand specific Australian business challenges, regulatory requirements, and market dynamics, you provide value that AI platforms confidently cite for location specific queries.

This isn’t about adding “Australia” to your content. It’s about demonstrating genuine understanding of local business conditions, competitive landscapes, and market opportunities.

Common mistakes that kill results

Over-optimisation for traditional SEO often hurts AI search performance. Keyword stuffing, unnatural phrase repetition, and generic corporate language reduce citation likelihood. AI platforms favour natural, helpful content over obvious SEO targeting.

Ignoring platform specific requirements represents another critical mistake. Content that works for Google AI Overviews might not perform on Perplexity, and ChatGPT citations require different approaches than Microsoft Copilot visibility.

Focusing on technical implementation without content quality creates websites that AI systems can parse but won’t cite. Perfect schema markup means nothing if your content lacks depth or practical value.

Generic expertise claims without supporting evidence fail to convince AI systems of your authority. Instead of stating “we’re experts,” demonstrate expertise through specific case studies and practical guidance that only genuine practitioners could provide.

Tools that actually help

Start with manual testing using ChatGPT and Perplexity directly. Ask these platforms questions your target audience would ask, then analyse which competitors get cited and what language patterns AI uses. This provides insights expensive tools often miss.

Semrush’s AI Toolkit provides enterprise-level monitoring for businesses serious about AI search dominance. The platform tracks competitor citations, monitors brand sentiment, and alerts you to opportunities¹¹.

Google Search Console data reveals AI Overview appearances for your content, though reporting is still developing. Monitor impressions and clicks for queries that trigger AI features.

Free tools can provide significant value if used systematically for research and competitive analysis.

Implementation action plan

Start with content audit and restructuring of your highest traffic pages. Add

• Clear headings
• Comprehensive FAQ sections
• Authoritative source citations.

Focus on demonstrating expertise through specific examples and practical guidance.

Technical foundation verification ensures AI accessibility across platforms.

• Confirm crawling permissions
• Site performance
• Structured data implementation meet current requirements.

Authority signal development through expert content and case studies establishes credibility foundation necessary for consistent citations. Prioritise demonstrating unique expertise competitors can’t replicate.

The window for early adopter advantage remains open as most businesses continue focusing solely on traditional SEO. Companies that master AI search optimisation while competitors adapt slowly will establish lasting visibility advantages.

Ready to get serious about AI search? Get in touch. The question isn’t whether AI search will dominate, it’s whether your business will be positioned to capture the highest converting traffic when everyone else finally catches on.

It’s happening now. You can either get on the fun bus, or get left behind at the shops.

The extra bit

References