What is AISEO and Why Does It Matter for Your Business?

# What is AISEO and Why Does It Matter for Your Business?

The way people search for information online has fundamentally changed. Instead of typing keywords into Google and clicking through ten blue links, users are increasingly asking questions directly to AI tools like ChatGPT, Perplexity, Claude, and Google’s AI Overviews.

This shift represents the biggest change in search behaviour since Google itself emerged in the late 1990s. And if your business isn’t adapting, you’re becoming invisible.

## What is AISEO?

AISEO (AI Search Engine Optimisation) is the practice of optimising your online presence so that AI systems can find, understand, and recommend your business when users ask relevant questions.

Traditional SEO focused on ranking in search results. AISEO focuses on being the answer AI tools cite when users ask questions related to your expertise. It’s a fundamental shift in how we think about online visibility.

## How is AISEO Different from Traditional SEO?

The differences are significant. Traditional SEO has always been about keywords, keyword density, backlinks, domain authority, and your position on search engine results pages. It’s about ranking high and getting people to click through to your site.

AISEO takes a different approach entirely. Instead of targeting keywords, you’re creating natural, conversational content that answers real questions. Rather than chasing backlinks, you’re implementing structured data and schema markup to help AI systems understand your content. You’re not trying to rank on page one anymore—you’re trying to be the source that AI tools cite when someone asks a question in your area of expertise.

Both approaches matter, but the balance is shifting. AI search is growing rapidly whilst traditional search behaviour is declining. Smart businesses are investing in both.

## Why Does AISEO Matter?

The numbers tell a compelling story. ChatGPT reached 100 million users in just two months, making it the fastest-growing application in history. Google’s AI Overviews now appear in millions of searches, often answering questions directly without users needing to click any links. Perplexity, Claude, and other AI tools are increasingly replacing Google for information-seeking queries.

If your business isn’t visible when someone asks ChatGPT or Perplexity about services in your industry, you’re missing a rapidly growing audience. And unlike traditional SEO where you might slowly slip down the rankings, with AI search you’re either cited or you’re completely invisible.

## What Makes Content AI-Friendly?

AI systems look for very specific qualities in content. They want clarity and structure, with proper headings that create a logical hierarchy. They value authority and trustworthiness, looking for proper attribution and credible sources. Marketing fluff and promotional language actually works against you—AI systems prefer factual, specific information.

Schema markup is crucial because it helps AI understand exactly what your content means and how different pieces of information relate to each other. Comprehensive coverage matters too. AI systems tend to cite sources that explore topics in depth rather than skimming the surface. And freshness is increasingly important—AI systems preferentially cite recent content over outdated information.

## Practical Steps to Improve Your AISEO

**Start with schema markup.** This is the foundation of AISEO. You’ll need Organisation schema for your business itself, Article schema for blog posts, FAQ schema for questions and answers, and if you serve a specific geographic area, LocalBusiness schema. These structured data formats help AI systems quickly understand who you are, what you do, and what your content covers.

**Create comprehensive FAQs.** AI systems particularly love FAQ content because the format mirrors how users actually ask questions. When someone types “How do I optimise my website for AI search?” into ChatGPT, a well-structured FAQ with the exact question and a clear answer is likely to be cited. Add FAQ schema markup and you’re even more likely to appear in AI responses.

**Focus on E-E-A-T**—Experience, Expertise, Authoritativeness, and Trustworthiness. These are Google’s evaluation criteria, but AI systems use similar signals. Demonstrate first-hand experience with your subject matter. Show expertise through detailed, accurate content. Build authoritativeness by being recognised in your field. Establish trustworthiness through reliability and accuracy over time.

**Write for humans, not algorithms.** This might sound counterintuitive, but AI systems actually prefer content written naturally for human readers. Keyword stuffing and other algorithm-gaming techniques that might have worked years ago now actively harm your visibility with AI search.

## Common AISEO Mistakes

The biggest mistake I see is businesses ignoring structured data entirely. Without schema markup, AI systems struggle to understand the context and meaning of your content. Even if your writing is excellent, you’re handicapping yourself.

Thin content is another major issue. Those 300-word blog posts that used to pass muster? They don’t work anymore. AI systems look for comprehensive coverage and depth of information. You need substance.

Many businesses also fail to include author attribution. AI systems want to know who wrote the content and why they’re qualified to write about the topic. Anonymous content gets less credibility.

Outdated information is a killer. AI systems check publication and update dates, and they preferentially cite recent content. If your most comprehensive resource on a topic hasn’t been updated in three years, you’re losing citations to newer content.

Finally, purely promotional content rarely gets cited. AI systems are looking for informational value, not advertising. If your content reads like a sales pitch, AI will pass it by.

## The Bottom Line

AISEO isn’t replacing traditional SEO—it’s complementing it. Your business needs both to remain visible in 2025 and beyond. The good news is that many of the core principles remain the same. Create valuable content. Be authoritative in your niche. Structure your information well. Keep content up-to-date.

The difference lies in execution and technical implementation. Schema markup, structured data, and natural language optimisation require specific expertise. That’s where working with specialists who understand both traditional SEO and AISEO makes a genuine difference.

## How Okapi & Co Can Help

We specialise in making businesses visible in both traditional search and AI-powered search. Our approach includes content audits to identify gaps in your current strategy, schema markup implementation to help AI understand your content, FAQ and knowledge base development that matches how users actually search, content optimisation for AI visibility, and ongoing monitoring to track how AI systems are citing your business.

Want to discuss how AISEO applies to your specific business? [Get in touch](/contact).