As a Marketing Strategist, Here’s How I Make Sure My Business Shows Up on AI Search
Showing up on AI is not as difficult as one might assume. But it’s also not the same SEO playbook we’ve been using for Google all these years. You know, the keywords, metadescriptions, title tags, approach? Sure, keywords, meta descriptions, and title tags still matter. But now we’ve got to think about both Google SEO and AI SEO.
So what is AI SEO, and how do I make sure my company ranks in AI?
What is AI SEO?
AI SEO is simply this: optimizing your content for AI tools. You’ve probably noticed that when you search on Google now, an AI Overview often shows up at the very top. That’s Google’s AI crawling through tons of content, pulling the best bits from multiple sites, and presenting a thorough answer right up front.
So how can you get your site to show up in Google’s AI Overview or in the AI platforms themselves?
Think Like Your Audience
This is not a new marketing strategy. Understanding who your audience is, what their biggest issues are, and what they are looking for to solve those issues is critical when creating a successful business. Your audience isn’t typing in vague, high-level questions. They’re asking specific, detailed ones—because they want exact solutions.
Your best strategy is to think like your audience thinks. What questions are they typing into Google, ChatGPT, Reddit, Wikipedia, YouTube, etc?
Here’s the kicker: the same questions that someone would type into Google are not the same questions they would type into ChatGPT.
Let me explain.
Let’s use the keywords “best stainless steel dishwashers.” That’s probably the exact keywords someone would search in Google.
ChatGPT, on the other hand, is being used more like a friend…someone you would have a back-and-forth conversation with. So the exact same topic would look something like this: “Give me some top stainless steel dishwasher brands. Then compare and contrast the best ones. Make sure you include dishwashers that steam clean and have a third rack.”
See the difference? When we think like our audience and can understand exactly what they’re looking for, we can create content that is much more in-depth (and answers their most important questions).
That means you can’t just build content around a single keyword anymore. You need to build content that clusters around highly-specific, intent-driven topics—and actually answers questions in depth.
Here’s how I create AI-friendly content
Include FAQs
Generic FAQ sections don’t cut it anymore. Instead, create question-based content that mirrors how people actually ask. Write full-sentence, detailed FAQs and sprinkle them throughout your site—on blogs, service pages, and product pages.
Use lists
When you organize content in lists, it’s easier for readers (and AI) to scan. Plus, it gives you the chance to phrase questions and answers in multiple ways—so you cover different variations of how someone might ask a question.
Break content down into digestible chunks
You want to make it as easy as possible for AI to process your content. If you have long paragraphs with few breaks, it’s harder for AI (and humans) to process. To keep things logical and easy to skim, use FAQs, lists, and clear H2 headings. Make it logical. Make it easy to understand.
Drill down into the details
As I pointed out earlier, when writing for AI visibility, we can no longer simply stick with keyword topics. Our audiences are looking for much more specific answers to their questions.
There is an overabundance of content around every keyword imaginable. Your goal? Drill down into the details. Create new, fresh information that people haven’t seen.
Not sure where to start? Try this:
Create content around specific attributes of your brand. What sets you apart? We’re not looking for high level here. Where looking for very specific features and benefits that will speak directly to your audience.
Build authority. Average run-of-the-mill content doesn’t work anymore. You want to include citations, expert quotes, thought leadership, and supporting data for credibility and depth.
Answer question-based phrases and long-tail keywords. You can find what your audience is searching using the pre-populated options in the Google search bar or in a platform like AnswerThePublic.
And don’t forget to refresh your content. That doesn’t just mean updating the publish date—it means keeping your insights, stats, and examples current.
Be everywhere AI looks
AI doesn’t just crawl Google. It pulls from multiple platforms. That means your content strategy needs to live beyond your blog.
You’ll want to optimize your content in multiple channels, including:
Google (blogs, web pages, reviews)
YouTube (demos, explainers, comparisons)
Forums like Reddit (conversations, original insights)
Social media (snackable, shareable expertise)
Online listings and reviews
Yes, it’s more work. But it also means more opportunities to build authority and show up where your audience is searching.
Keep monitoring and adjusting
AI is constantly changing. That’s why it’s important to always monitor how you’re showing up and making changes along the way. Tools like Scrunch, Also Asked, and Perplexity citations can show you where your brand is showing up in AI.
Work with AI to level up your business
This new world of AI search can feel overwhelming, but I see it as an opportunity. It pushes us to create content that’s more human, more personal, and more useful than ever before. And at the end of the day—that’s always been what marketing is about, right?
