AI search is changing how consumers discover brands. Whether it’s Google’s AI Overviews or tools like ChatGPT, users are no longer searching and clicking on links, they’re getting answers directly from where they ask the questions. You might be wondering where do those answers come from and how can you get your brand to show up? Short answer? They’re pulled from websites that the AI’s trust. So, how can we make sure your website and the content you create be trustworthy in the eyes of the LLM’s.
Here’s a 10-point plan to help you get there.
1. Start with questions, not keywords
AI search is driven by intent. The majority of AI-generated results are triggered by informational, question-led queries, such as “how to reduce redness” or “best ingredients for acne-prone skin.” If your content isn’t answering real customer questions, it’s unlikely to appear.
Focus on:
- “How”, “what”, and “best” queries
- Long-tail, problem-focused searches
- Use real questions from customers, reviews, or from consultations
2. Create genuinely useful, in-depth content
Thin content doesn’t work. AI platforms prioritise comprehensive, solution-focused content that fully answers a user’s query, short, surface-level blogs don’t make the cut anymore. If someone asks a question, your content should feel like the final destination.
Think:
- Ingredient breakdowns
- How to create full routines
- Pros, cons, and alternatives
- Provide clear recommendations
3. Structure content so AI can extract it
AI doesn’t read like a human, it scans for clarity and keywords. Well-structured content (clear headings, bullet points, concise paragraphs) makes it easier for AI to pull and reuse your answers.
Make sure to use:
- Questions in H2s and H3s
- Short, direct answers under each heading
- Distinct formatting like lists, summaries, FAQs
4. Write like you’re answering a real person
AI search is more conversational than traditional search. Users are asking questions like they’re speaking to an expert so your content should mirror that tone.
This means:
- Natural, human tone
- Direct answers (not keyword stuffing)
- Contextual and relevant explanations
If your content sounds like a helpful expert, AI is more likely to trust it.
5. Demonstrate E-E-A-T in everything you publish
Google’s Experience, Expertise, Authoritativeness and Trustworthiness (E-E-A-T)has never been more relevant. AI tools don’t just look for relevance, they also look for credibility. Content grounded in Experience, Expertise, Authoritativeness and Trustworthiness (E-E-A-T) is far more likely to be served.
Do this through:
- Expert-led content
- Evidence-backed claims
- Demonstrating your brand positioning
- Transparent ingredient and product information
6. Optimise product pages for AI understanding
Your product pages need to “make sense” instantly and be relevant to the search. AI models often pull from clear, benefit-led summaries at the top of pages so it can be really beneficial to front-load your key information.
Include:
- What the product (or service) does
- Who it’s for
- Key benefits
- Expected results
Think of it as your product’s “AI-ready” elevator pitch.
7. Use structured data to remove ambiguity
AI thrives on clarity so this is where we know that SEO is still so important. Schema markup (Product, FAQ, etc.) helps machines quickly understand your content and therefore simplifies how information is extracted and reused.
While not a guarantee of visibility, it increases the quality and accuracy of what AI pulls from your site and therefore improves your chances or getting served.
8. Build authority beyond your own website
AI doesn’t just learn from your site, it learns from the internet. Brand mentions, reviews, and third-party validation all contribute to whether AI feels confident recommending you.
You should focus on:
- Customer reviews (on-site and off-site)
- PR and “best of” lists
- Influencer and editorial mentions
- Community discussion (forums, Reddit, etc.)
If people are talking about you, AI is listening.
9. Keep your content fresh and up to date
Newness matters. AI systems favour fresh, regularly updated content, especially for trends, routines, and product recommendations.
Regularly:
- Update key blog posts
- Refresh statistics and examples
- Re-optimise top-performing content
What ranked last year won’t necessarily hold today.
10. Get your technical foundations right
None of this works if AI can’t access your site. AI crawlers behave like search engines- they need clean, accessible, well-structured websites to process your content.
Make sure:
- Your site is crawlable and indexable
- Key content is in HTML (not hidden in scripts)
- Pages load quickly
- Your site is indexed across platforms (including Bing!)
Strong technical SEO is still the foundation- AI optimisation builds on top of it.
Our key takeaways are that AI search isn’t replacing SEO but AI IS evolving it.
The same principles still apply:
- Great content
- Strong technical foundations
- Real authority
The search landscape has completely changed, and now the bar is higher- you’re no longer just competing for rankings, you’re competing to be the answer too.