How to rank in AI Overviews, ChatGPT and other AI Tools

Are AI chatbots the new search engines?

Some people are using AI bots instead of traditional search, but the numbers remain relatively low. Analysis across six countries finds that ChatGPT is by far the most used generative AI tool, but only 2% of people in the UK use it every day, and 7% in the US.

Although usage will undoubtedly increase, AI’s biggest impact so far is how it’s changing traditional search. Google launched AI Overviews in response to ChatGPT while Bing has implemented a mix of Microsoft and OpenAI technology to power its AI search experience.

We’re also seeing a rise in AI-powered search engines, such as Perplexity AI, and ChatGPT search is now open to all users. Meanwhile, studies find AI Overviews now show for 47% of all Google searches.

Between new AI tools and generative AI playing a bigger role in traditional search, SEOs need to acknowledge we’re not only optimising for search algorithms – we’re also optimising for AI algorithms as the visibility opportunities from generative AI responses and results continue to grow.

The age of AI optimisation is here

Artificial intelligence optimisation (AIO) and generative engine optimisation (GEO) are the two phrases gaining traction as SEOs start optimising for generative AI tools. Whatever you call it, AI optimisation is already having an impact on visibility. Research analysing the impact of different GEO strategies has found successful campaigns can increase visibility by 40%.

However, the most interesting takeaway is that GEO can benefit lower-ranking websites the most. The same research managed to increase visibility for websites ranking in lower positions by 115%, beating larger competitors that dominate the top or organic results.

Ultimately, as AI adoption increases, more of your target audience will use these tools for their first searches. If you want to reach human stakeholders, B2B buyers, decision-makers, journalists, etc., you need to know which tools they’re using and optimise your content for them accordingly.

How to optimise content for generative AI

Generative AI is constantly evolving, but you can build visibility with three key strategies:

1. Start with traditional SEO
2. Format your content for generative AI
3. Become a reliable source of information for AI tools

The good news for SEOs is that organic rankings are one of the strongest correlations with generative AI citations.

1. Start with traditional SEO

Google still has a ~90% search market share and AI Overviews show for roughly half of all queries. This makes AI Overviews the biggest opportunity to increase visibility and the latest insights find that 75% of citations come from pages ranking in the top 12 positions.

So, the higher you rank in organic search for relevant queries, the more likely it is that your page will show in AI Overviews.

Other generative AI tools get the majority of their training data from online content. In the case of ChatGPT, OpenAI confirms that “information publicly available on the internet” is a primary source of data.

Crucially, AI tools are expected to provide accurate information in a single response. This creates a frequency bias where AI algorithms favour information that’s widely repeated, cited and accepted as accurate.

To optimise for this bias is to have a high volume of the following:

• Web content and blog posts on your domain
• High-ranking pages for target keywords
• Accurate information, stats and citations
• Content on third-party websites (with branded publisher profiles)
• Citations on relevant content, social posts, forums, etc.
• Inbound links (there’s no direct benefit, but links increase citations and organic rankings)
• In-depth topic coverage
• Question-answer content – eg: FAQs

Use content marketing and technical SEO to ensure AI algorithms have access to the right information. Meanwhile, build your online profile with link building, outreach and digital HR to associate your brand name with this information. And, most importantly, improve organic rankings for your most important keywords to increase citations in AI Overviews and AI-powered search engines.

2. Format your content for generative AI

Generative AI tools are question-answering systems and you may need to adapt your on-page SEO strategy to optimise for them. First of all, you need to know two key things:

1. Which AI tools your target audience is using
2. Which questions your audience is asking

Now, you can format pages and sections within your main content for the relevant platforms, questions and responses. Address the most important question in your page title and create a concise, complete answer in the intro or the first h2 section of the page.

You can add question-answer sections throughout the page, too – eg: definitions, summaries, explanations, FAQs, etc. Again, use h2 and h3 headings to raise your target questions with complete summary answers in the first paragraph. Then, use the following paragraphs or sub-sections to add more detailed info.

Consider intent when you’re optimising for questions, too. Determine which format will be most useful to the user: recommendation lists, step-by-step instructions, a travel itinerary, etc.

3. Become a reliable source of information for AI tools

Generative AI has a problem with accurate information. Earlier, we explained how this creates a frequency bias, which you can use to optimise your SEO and content strategies.

Now, we need to talk about establishing your brand as a trusted reliable source of information. AI algorithms love a safe bet, so make yourself a go-to source of quality data.

• Stats, quotes and sources: The same research that finds GEO benefits low-ranking sites the most also determined the three most optimisations for increasing visibility: trustworthy statistics, quotations and sources.
• E-E-A-T and YMYL: Optimise to the strictest E-E-A-T standards to maximise information accuracy – both for AI Overviews and other generative AI tools.
• Unique insights: If possible, compile your own statistics, analysis and findings – unique insights AI tools won’t be able to get anywhere else.
• Content updates: Regularly update your content to maintain information accuracy, address your audience’s latest questions, add depth, improve quality and update statistics, references, etc.
• Citations: Get third-party websites to quote your content, reference your stats, embed your content assets, etc. – ideally, with brand mentions and inbound links.

Pack your content with insights and citations, reinforced with a PR strategy that encourages third-party websites to quote your content and reference your brand. Doing this at scale establishes you as a reliable source of information. It also taps into the frequency bias of AI algorithms by increasing the volume of pages (ie: training data) citing your brand and content.

Implement AI optimisation into your SEO strategy

At this point, the best AI optimisation strategy is a comprehensive SEO strategy. Yes, the balance of “factors” is slightly different with AIO, but the core fundamentals (relevance, accuracy, etc.) are the same, as shown by the strong correlation between organic rankings and generative AI mentions.

The key difference is that AI algorithms favour information that’s widely repeated and trusted. So, you want your content to show up in as many places as possible: your website, third-party websites, social media posts, forums, etc. – ideally, with plenty of quotes, citations and links from third parties.

If you need help adapting your SEO strategy to optimise for generative AI, call us on 02392 830 281 or send us your details below and our team will be in touch.