If you’re wondering how to get your website or content to show up in AI searches, you’re not alone. With more than 70% of online searches now powered by AI, staying visible requires a new approach.
Not long ago, the big question for businesses was: How do we rank on Google? Today, the challenge is different: How do we get mentioned in AI answers?
Why AI Search Is Changing the Game
Traditional search engines, like Google, show a list of website links. Ranking number one was everything.
AI-driven platforms such as ChatGPT, Claude, Gemini and Perplexity work differently. They don’t just display results – they generate direct answers by pulling in credible sources and summarising them.
That means:
- Being ‘ranked first’ isn’t the priority anymore. What matters is being included in the AI’s answer set.
- Authority and credibility are critical. If AI doesn’t see your brand as trustworthy, you won’t be cited.
- Clarity and relevance are key. AI is more likely to reference content that answers questions directly.
Research shows the stakes are high: around 60% of AI searches result in no clicks at all, because users are satisfied with the AI’s answer (Constantino, 2025). For many websites, that means fewer visitors, leads and sales – unless you adapt.
The Rise of GEO: Generative Engine Optimisation
The solution isn’t to abandon SEO, but to expand it. Traditional SEO (Search Engine Optimisation) focuses on keywords and rankings. Now, Generative Engine Optimisation (GEO) is emerging – optimisation designed specifically for AI platforms.
AI SEO expert Will Melton explains: “AI search systems like Google’s SGE and ChatGPT reward depth, authority and clarity – not shallow content or keyword tricks.” (Melton, 2025).
In other words, success comes from writing content that AI wants to use – content that’s structured, authoritative and reliable.
How to Get Your Website to Show Up in AI Searches
Here are five essential steps to improve your chances:
1. Create authoritative, evergreen content
Thin or superficial blog posts won’t be picked up. AI looks for in-depth, high-quality writing that provides real value. Use credible sources, answer questions clearly and write with authority.
2. Add structure and schema
AI needs to ‘read’ your site in a machine-friendly way. Adding structured data and schema markup makes your content easier to process and reference.
3. Build your online authority
Appear in trusted places like Wikidata, LinkedIn and reputable industry directories. SEO expert Stephan Spencer puts it simply: your site must look ‘handcrafted, fact-checked, authoritative and trustworthy‘ (Jantsch, 2025).
4. Prioritise clarity and context
Break up your content with clear headings, FAQs, and concise answers. AI prefers structured writing that directly addresses specific questions.
5. Learn GEO strategies
This is the newest skillset for digital visibility. GEO training shows you how to adapt your SEO knowledge so your content can be referenced by AI platforms, not just search engines.
Who Needs to Adapt?
Generative AI is especially popular with Millennials and Gen Z, who often skip Google entirely and ask AI tools instead. If your website isn’t appearing in AI searches, you risk missing out on these audiences, now and in the future.
And it’s not just younger users – professionals, students, and businesses are increasingly turning to AI tools for research, advice and purchasing decisions.
Why This Matters for Writers and Businesses
If you’re a writer, marketer or business owner, GEO isn’t optional – it’s the new baseline for visibility. Brands that stick to outdated SEO methods will see their traffic decline. Those that adapt will capture more attention and leads in a fast-changing online world.
How UK Writers’ College Can Help
At UK Writers’ College, we’ve developed the Write SEO and GEO Content for Websites Course to help writers, freelancers and businesses bridge this gap.
On this course, you’ll learn how to:
- Master traditional SEO principles,
- Apply cutting-edge GEO techniques, and
- Create content that ranks on Google and gets cited in AI answers.
With the right approach, SEO and GEO work together. The brands that succeed will be those that optimise across multiple discovery channels – search engines, AI platforms and beyond.
Don’t Let Your Content Disappear
AI search isn’t a passing trend – it’s the future of online discovery. If you want your website to remain visible and competitive, now is the time to adapt.
Enrol in the Writing SEO and GEO Content for Websites Course at UK Writers’ College and gain the skills to ensure your content shows up where readers – and AI – are looking.
References
Constantino, T. (2025, April 14). The 60% problem – How AI search is draining your traffic. Forbes.
Crowe, A. (2024, June 26). How will generative AI impact website rankings and traffic? Search Engine Land.
Jantsch, J. (Host). (2024, Feb 15). Mastering SEO in the age of AI [Audio podcast episode]. Duct Tape Marketing.
Melton, W. (2025, June 08). The confidence economy: Why search is changing, and what AI really wants from you.
Stainer, J. (2025, June 26). What is generative engine optimisation (GEO)? 2025 Guide. Skale.
Quick Answers to Frequently Asked Questions
1. How do I get my website to show up in AI searches?
To appear in AI-generated answers, your content needs to be authoritative, well-structured, and trustworthy. Use Generative Engine Optimisation (GEO) strategies: write evergreen content, add schema markup, and build brand authority on trusted platforms like Wikidata and LinkedIn.
2. What is GEO in SEO?
GEO stands for Generative Engine Optimisation. Unlike traditional SEO, which focuses on Google rankings, GEO helps your content appear in AI-generated answers from platforms like ChatGPT, Gemini and Claude. It prioritises clarity, credibility, and context over keyword tricks.
3. Does SEO still matter if AI is taking over search?
Yes. Traditional SEO is still important for Google and Bing, but SEO alone isn’t enough. The best approach is combining SEO + GEO so your content can be discovered across both search engines and AI platforms.
4. How do AI platforms choose what content to cite?
AI models pull from content that appears credible, structured, and useful. They prefer sources that:
- directly answer questions,
- are fact-checked and trustworthy,
- and use clear formatting like headings and FAQs.
5. Who should learn GEO strategies?
Anyone who relies on online visibility – including business owners, digital marketers, copywriters and freelance writers. Learning GEO now ensures your content remains competitive as AI search continues to grow.
