As AI-powered tools like ChatGPT and other large language models (LLMs) become an integral part of online search and content discovery, businesses and marketers have a new traffic source to tap into. Unlike traditional search engines, which rely on ranking in SERPs, LLMs provide direct, conversational responses - often pulling from various online sources.
So how can you ensure your content gets surfaced by these AI models? How do you optimise your website to be referenced in AI-generated answers? In this guide, we’ll explore how AEO works, why it’s crucial for digital marketing success, and practical strategies to optimise your content for AI-powered search engines.
The rise of LLMs
LLM’s ability to process and interpret complex queries is transforming how people make searches online, and increasingly users are turning to LLMs to answer their queries instead of heading to Google. Instead of Googling, ‘What are the best things to do in Paris’, a user might instead enter this into ChatGPT where they will be presented with a clear, concise list of recommendations. This eliminates the need to open multiple sites and helps users get instant, structured information in a conversational way.
Similarly, people now use ChatGPT for:
- Explaining complex topics ("Summarise quantum mechanics in simple terms.")
- Troubleshooting tech issues ("Why is my iPhone battery draining fast?")
- Coding help ("How do I write a Python function to sort a list?")
- Product recommendations ("Best budget laptops for students?")
Google still remains the superior go-to source for users making searches, especially with the use of their A.I. overviews, however, the use of LLMs is on the rise and we are seeing traffic and conversions from our own client’s websites from these tools.
Why should you consider AEO in your digital marketing strategy?
LLMs are transforming the way people search and consume content and so brands need to adapt their digital marketing strategies to ensure they remain discoverable. Here’s why AEO should be a priority:
- Shifting search habits - As more users turn to AI assistants, optimising for traditional search alone isn’t enough
- Authority and brand visibility - Appearing in AI-generated responses enhances your brand’s credibility and exposure
- Competitive advantage - Businesses that optimise early for AI search gain an edge over competitors who rely solely on traditional SEO
- Traffic and conversions - AI-generated answers still drive users to the source, meaning optimised content can increase website visits and conversions
As a result of this shift in search behaviour, we have seen a direct increase in traffic to our own client’s websites off the back of these AI tools.
For example, if someone is searching for the best law firm in Manchester for conveyancing, they could ask ChatGPT ‘give me a list of the best conveyancing firms in Manchester’ and then it would provide a list of the top firms with a link to their websites.
This presents an opportunity for website owners because it is another avenue for increasing relevant traffic. Instead of competing for a top position in Google’s SERPs, brands that produce high-quality, authoritative content have a chance to be cited by AI models, encouraging users to click through for further details.
Strategies to appear in ChatGPT & other LLMs
To maximise the likelihood of being referenced in AI-generated results, consider the following strategies.
Create high-quality, valuable content
Creating valuable content is essential for appearing in AI search tools like ChatGPT because these models prioritise high-quality, well-structured, and authoritative information when generating responses. Content that is well-researched, and easy to understand is more likely to be referenced, especially if it includes original data, expert opinions, or comprehensive explanations. To increase your chances of content being referenced:
- Publish in-depth, factually accurate content
- Support claims with credible sources, studies and expert opinions
- Regularly update content to keep it fresh and relevant
- Focus on topical authority by covering subjects comprehensively within your niche
Use structured and clear content
AI models prefer content that is easy to process and extract information from. Improve your content structure by:
- Using clear, well-organised headings, such as H1, H2, H3
- Writing in a concise and informative style, avoiding unnecessary fluff
- Answer common questions in a structured format, such as FAQs or bullet points
Optimise for conversational queries
LLMs often generate responses based on how users naturally phrase questions, as they process queries using Natural Language Processing (NLP) to interpret context, intent, and meaning. This means that to appear in AI-generated responses, your content should be structured in a way that aligns with how users naturally ask questions. To optimise for conversation queries:
- Identify and use long-tail, question-based keywords (e.g., “How do I optimise for AI search?”)
- Write in a conversational and natural tone to match user intent
- Use FAQ sections with clear, direct responses to increase the likelihood of AI referencing your content
Establish authority and credibility
Since AI models pull data from authoritative sources, improving your brand’s credibility can boost your chances of appearing in AI-generated responses:
- Get mentioned in high-authority publications and blogs
- Publish original research, case studies and expert insights
- Engage in thought leadership through guest posts and interviews
Final thoughts: the future of search is AI-driven
Answer Engine Optimisation (AEO) is not just a trend—it’s the future of digital marketing. With LLMs becoming a primary source of information, businesses must adapt their SEO strategies to optimise for AI-driven search.
By creating high-value, well-structured, and authoritative content, businesses can increase their chances of being cited by AI models like ChatGPT, Google Gemini, and beyond. As search continues to evolve, those who invest in AEO today will reap the benefits of enhanced visibility, credibility, and long-term digital success.
