Search behaviour has shifted. Tools such as ChatGPT and Google’s AI Overview now shape how users discover content. These platforms provide answers, shortlists and explanations before a person reaches a website.
To appear in these AI results, your website must be structured for clarity, accuracy and usefulness. Traditional SEO is not enough.
Why Optimisation for AI Tools Matters
When a user asks a question, AI tools like ChatGPT generate answers based on content they trust. Google’s AI Overview collects and summarises relevant information across multiple sources. This means:
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Content that answers user questions directly is more likely to be quoted
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Sites that follow clean, structured formats are easier for AI to process
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Brands mentioned early in the AI response are more likely to win the user’s attention
Without optimisation, your content may be ignored even if it ranks in traditional search.
Five Ways to Optimise for AI Visibility
To improve your website’s chances of being featured in AI-generated search summaries:
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Use question-based content structure
Start pages with clear answers to specific user questions. Include subheadings that reflect search intent. -
Improve factual clarity
Write with precision. Avoid vague statements or unsupported claims. AI tools prefer content that shows evidence or examples. -
Use bullet points and short paragraphs
Structured content is easier for AI to summarise and present. Break complex points into digestible chunks. -
Apply schema markup
Help search engines understand your content with structured data such as FAQ, how-to, and article schema. -
Keep content updated
AI tools prioritise freshness. Review your key pages every quarter to ensure information is current and accurate.
These methods do not replace good SEO, but they increase your visibility where AI summaries are now influencing decisions.
Real-World Example: Engineering Sector Client
One of ExtraDigital’s clients, a multi-site engineering business with operations across the UK and Europe, followed this optimisation process in 2025. Within a matter of weeks, they reported measurable results:
“Just received the third lead from AI Overview – the AI SEO work ExtraDigital are doing is having an impact.”
This confirms that properly structured and targeted content can appear in Google’s AI Overview and deliver qualified leads.
How to Measure AI Performance
Visibility in AI tools is harder to track than traditional rankings, but there are still useful indicators:
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Increases in direct enquiries linked to content topics
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Referral paths that mention AI platforms or summaries
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Customer feedback referencing search tools such as ChatGPT or AI Overview
In the client example above, all three leads referenced AI-generated responses during initial contact.
Final Thought
According to Commercial Director, Emma Frewin, “Optimising for ChatGPT and Google’s AI Overview is no longer optional. It is a necessary part of digital marketing if your business wants to stay visible in front of modern buyers.”
By focusing on clarity, structure and relevance, you can increase the chance that your content is selected by AI tools — and convert that visibility into real results.
If you want to review your current AI SEO performance, speak to ExtraDigital today.
Frequently Asked Questions
What does it mean to optimise a website for ChatGPT and AI Overview?
It means structuring your pages so AI tools can quickly understand, trust, and summarise your content. This includes clear answers, clean formatting, and helpful context that matches real user questions.
Why isn’t traditional SEO enough for AI-driven search?
AI tools often summarise content before a user clicks, so rankings alone don’t guarantee visibility. Without clear structure and direct answers, your content may be overlooked even if it performs well in Google search.
What content format is most likely to be used in AI answers?
Question-led pages that answer a specific query early, supported by short paragraphs, headings, and bullet points. ExtraDigital recommends writing for clarity first, then refining structure to help AI summarise accurately.
How does schema markup help with AI visibility?
Schema helps search engines interpret your content type and structure (such as FAQs, how-to steps, or articles). This makes it easier for systems like Google to understand and present your information in AI-driven features.
How can you measure results from AI visibility?
AI visibility is harder to track than rankings, but you can monitor direct enquiries tied to key topics, referral signals mentioning AI tools, and customer feedback referencing ChatGPT or AI Overview. ExtraDigital also reviews lead quality and conversation data to confirm AI-driven discovery.
