The Complete Guide to SEO in 2026
Master modern SEO with our comprehensive 2026 guide. Learn the latest strategies, tools, and techniques to boost your search rankings.
Your potential customers aren't typing searches into Google anymore. They're opening ChatGPT and asking: "What's the best accountant in Bournemouth?" or "Which local marketing agency should I use?"
AISEO stands for AI Search Engine Optimisation. It's about being visible when people use AI systems like ChatGPT, Gemini, and Perplexity instead of traditional search engines.
This matters in 2026 because the way people find businesses has fundamentally changed. In this guide, you'll learn what AISEO is, why it matters, and exactly what to do about it.
What Is AISEO?
AISEO is optimising your business to appear in AI-generated answers and recommendations. When someone asks an AI system for help, you want to be the business it suggests.
Traditional SEO focused on ranking in search results. You wanted to be number one in Google's list of ten blue links. AISEO focuses on being cited, recommended, and trusted by AI systems that give one answer instead of a list of options.
Here's the difference: someone searches Google for "plumber in Dorset" and sees ten results. They click a few, compare, and decide. Someone asks ChatGPT "I need a reliable plumber in Dorset who can fix a leaking boiler" and gets one or two specific recommendations. If your business isn't cited, you don't exist to that potential customer.
We got here fast. In just 18 months, millions of people shifted from Google searches to AI conversations. The change happened while most businesses were still figuring out their Google Ads strategy.
Why Traditional SEO Isn't Enough Anymore
People are bypassing Google search results entirely. They're not scrolling through ten options. They're asking AI systems for recommendations and trusting the answer.
AI gives one answer, not ten blue links. This changes everything. Your number one Google ranking means nothing if ChatGPT recommends your competitor when someone asks for local services.
The trust dynamic is different too. When Google shows ten results, we know some are ads and we're naturally sceptical. When ChatGPT recommends a business, it feels like advice from a knowledgeable friend. People trust it more.
Recent data suggests over 40% of people now use AI systems for at least some searches. For certain queries—especially those asking for recommendations or advice—that number is even higher.
But don't panic. Traditional SEO still matters. People still use Google for high-intent searches like "emergency plumber near me" or "buy X online." AISEO isn't replacing traditional SEO—it's expanding it. You need both.
The Three Pillars of AISEO
Pillar 1: Citeable Authority
AI systems cite sources they trust. They don't recommend businesses randomly. They look for mentions across authoritative websites, press coverage, industry publications, and quality references.
Traditional link building matters more than ever, but the focus has shifted. You don't just need backlinks for PageRank. You need citations that establish your expertise and authority.
We helped a recruitment client get featured in regional business publications discussing hiring challenges. Within two months, ChatGPT started citing them when people asked about recruitment services in their area. The difference? They became a referenced source, not just another website with good SEO.
Pillar 2: Structured Data (Schema)
AI systems read structured data to understand your business. This is the technical bit that matters most, and it's non-negotiable in 2026.
Schema markup is code that tells AI systems exactly what your business is, what you do, where you're located, your opening hours, and your services. It's like giving AI a clear, formatted fact sheet about your business instead of making it guess from your website copy.
FAQ schema helps you appear when people ask specific questions. Local Business schema ensures AI knows where you operate and what you offer. Service schema defines your services.
When we implemented proper schema for a holiday let client, they went from invisible in AI search to being recommended regularly for "dog-friendly cottages in Dorset." The content didn't change. The schema made AI systems understand and trust the information.
Pillar 3: Entity Recognition
AI needs to understand your brand as a distinct entity, not just a collection of web pages. This means consistent information everywhere you're mentioned online.
Your NAP (Name, Address, Phone number) must be identical across your website, Google Business Profile, directories, and any mentions. Inconsistencies confuse AI systems.
A Google Knowledge Panel helps enormously because it signals to AI that you're a recognised entity. Brand mentions—even without links—build your entity strength. When industry sites mention your business name naturally in content, AI systems take note.
KEY POINT
AISEO isn't about gaming AI systems. It's about making it easy for them to understand, trust, and cite your business. The fundamentals are the same as traditional SEO: authority, trust, expertise. The execution is just more structured and citation-focused.
What You Should Actually Do
Step 1: Test Where You Appear Now
Open ChatGPT, Perplexity, and Gemini. Ask questions your potential customers would ask: "What's the best [your service] in [your area]?" or "I need help with [problem you solve], who should I contact in [location]?"
Document the results. Are you mentioned? Are your competitors mentioned instead? What sources are being cited? This is your baseline. Check weekly and track changes over time.
Step 2: Implement Proper Schema Markup
This is non-negotiable. You cannot do AISEO without proper structured data. If you use WordPress, install Rank Math Pro and configure it properly. If you're on another platform or need complex schema, hire someone who knows what they're doing.
Focus on the schema types that matter for your business. Local businesses need Local Business schema. Service providers need Service schema. Everyone benefits from FAQ schema for common questions.
Step 3: Build Citeable Content
Create content that AI systems want to reference. This means thorough, expert answers to real questions—not thin blog posts stuffed with keywords. Deep, useful content that demonstrates genuine expertise.
Include specific data, real examples from your work, and details only someone actually doing the work would know. AI systems favour content that shows first-hand experience and expertise.
Step 4: Get Mentioned by Trusted Sources
Pitch articles to local business publications. Contribute expert insights to industry blogs. Get featured in local press. Build genuine relationships with journalists and editors in your space.
These citations matter enormously. One mention in a trusted regional publication can do more for your AISEO than dozens of directory listings.
Step 5: Monitor Your AI Visibility
Make AI visibility checks part of your weekly routine. Spend ten minutes checking how different AI systems respond to relevant queries. Screenshot when you're mentioned. Note when competitors appear instead. Adjust your strategy based on what actually works.
Common Mistakes to Avoid
Don't ignore traditional SEO completely. Google still drives enormous traffic for many query types. You need both AISEO and traditional SEO working together.
Don't assume AI search is a fad that will pass. It won't. The shift is permanent and accelerating. Every month, more people default to AI for their searches.
Don't try to "game" AI systems with tricks and shortcuts. They're sophisticated and constantly improving. Focus on genuine authority and expertise.
Don't wait for your competitors to figure it out first. The businesses building AI visibility now are the ones being cited in six months when everyone else panics.
Don't spend money on services promising "guaranteed AI rankings." There's no such thing. Anyone claiming guaranteed results is either lying or doesn't understand how AI systems work.
The Bottom Line
AISEO isn't replacing traditional SEO—it's expanding it. The fundamentals remain the same: create good content, build authority, earn trust, help your customers. The execution has evolved to account for how AI systems discover, understand, and cite businesses.
Start now with small steps. You don't need to do everything at once. Implement proper schema this month. Build one citeable piece of content next month. Get featured in one publication the month after. Progress compounds.
The businesses winning in 2026 are those who adapted early. Not because they had huge budgets or hired expensive agencies, but because they understood the shift and took consistent action.
You don't need a huge budget, but you do need a strategy. At Okapi & Co, we help UK businesses navigate this transition every day. The clients seeing the best results are those who started six months ago with simple, consistent steps.
Need help with AISEO? We specialise in AI-era visibility for UK businesses.