The search landscape is experiencing a profound transformation as AI chat tools like ChatGPT, Perplexity, and Gemini are increasingly used to discover information, products, and services—areas once dominated by traditional search engines. This evolving user behavior is reflected in data such as rising Google Trends for AI tools and studies indicating a decline in user reliance on major search engines. However, this shift brings a new opportunity: businesses that understand how to optimize for AI-driven search stand to gain significant traffic and brand visibility. AI Search Optimisation is quickly becoming essential for marketers seeking lasting success in the digital era.
The Rise of AI Chat Tools and Search Disruption
There is a huge shift in the world of search. People are using AI chat tools such as ChatGPT, Perplexity, and Gemini to find information, products, and services that previously would have been searched for on Google. According to Google Trends, ChatGPT interest has increased by 50% in the last three months.
An Ofcom study shows that major search engines like Google are actually losing users in some areas. Marketers cannot ignore this shift. AI tools like ChatGPT are becoming comfortable recommending products, services, and businesses, providing a massive opportunity to drive traffic and sales if businesses can get these tools recommending them.
Adobe's report also showed a massive spike in traffic websites were getting from chat tools in Q3 last year. ChatGPT users have quadrupled since this point. Google has responded by adding AI overviews into its search results. Ranking on Google through traditional SEO is not enough to get visibility in the new AI search era, whether in Google’s AI overviews or in tools like ChatGPT, Perplexity, and Claude.
The Three Main Components of AI Search Optimisation
AI search optimisation consists of three main components: regular SEO, content optimisation, and shaping and increasing the sentiment and mentions of a brand, products, and services online.
Component
Description
Regular SEO
Ensuring the website ranks well in traditional search results
Content Optimisation
Structuring and enriching content for AI tools
Brand Sentiment
Increasing positive mentions and sentiment across the web
Traditional SEO Remains the Foundation
To be recommended by AI tools, it is necessary to be proficient in SEO. AI tools like Perplexity simulate web searches, pulling out content and summarizing it for users. These tools access multiple search indexes, including Google, Bing, Brave, and custom sources. When searching for “best travel backpacks,” for example, the AI tools reference content optimized for straightforward SEO phrases. Articles from The Independent, The New York Times, and other reputable sources are often featured.
Success in AI search starts with solid rankings in traditional search, forming a crucial foundation for visibility in AI-driven recommendations.
Content Structure and Firsthand Experience
AI chat tools prefer content that is concise, well-structured, and includes clear headings. Introductory paragraphs that provide summaries or direct answers are particularly effective, similar to content optimized for Google’s featured snippets.
Sharing firsthand experience, data, and statistics is essential. If content is generic or AI-generated, there is no reason for AI tools to cite it. Content that works well includes clear evidence of expertise, detailed recommendations, and up-to-date information—attributes highlighted by both Google and AI tools.
Diversifying Content Types for AI Search
AI answers frequently cite not only articles but also videos, Reddit threads, and Quora discussions. Brands producing video content optimized for various searches increase their chances of being recommended in AI-generated answers. For example, YouTube videos often appear in Perplexity results alongside written content.
Brand Mentions and Online Sentiment
Increasing mentions and improving sentiment across the web are becoming vital for AI search success. For example, when searching for the best iPad case, products with numerous positive mentions and reviews on high-authority sites as well as user-generated platforms like Reddit and Apple forums are favored. AI tools aggregate sentiment, reviews, and recommendations from these sources to inform their suggestions.
Consistency in brand messaging and clear positioning—such as focusing on durability and high-quality design—help AI tools build a coherent picture of a brand, leading to more frequent recommendations.
Digital PR and Brand Positioning
Getting products featured on technology sites that publish in-depth reviews increases the likelihood of being recommended by AI tools. Digital PR and strategic brand positioning play a key role in shaping how AI tools perceive and recommend products or services. Brands must be clear about what they want to be known for and ensure these features are highlighted consistently across the web.
Monitoring and Measuring AI Search Performance
AI search is less transparent than traditional search, as answers are generated anew each time. New tools such as the AI toolkit from Semrush allow businesses to monitor how brands are being recommended and performing across different AI search types. These tools provide insights into market share, sentiment, strengths, and weaknesses, offering actionable recommendations that go beyond digital marketing—sometimes influencing broader business strategy.
Strategic Opportunities from AI Search Data
The AI toolkit offers three types of reports: business landscape, brand and marketing, and audience and content.
The business landscape report gives an overview of market position and competitor analysis. The brand and marketing report highlights what a brand is known for and provides recommendations on what to emphasize. The audience and content report identifies content gaps and query intent, enabling marketers to produce content that fills AI knowledge gaps and influences recommendations.
Report Type
Purpose
Business Landscape
Competitive overview and market share trends
Brand and Marketing
Strengthening brand positioning and messaging
Audience and Content
Identifying content gaps and user intent
Continuous Tuning and the Future of Search
Monitoring, experimenting, and constant refinement are key to effective AI search optimisation. Adjusting content formatting or targeting can yield rapid results, while shifting brand sentiment across the internet can take months or years.
SEO remains fundamental, but the rise of AI search means marketers must adapt quickly. Those who increase their visibility in AI tools are seeing branded traffic rise, even as informational organic traffic from traditional search may decline.
The direction is clear—traditional search is being redefined. Businesses that adapt swiftly and improve their AI search visibility can achieve substantial advantages in the evolving digital marketing landscape.
