AI is changing how people find things online.
Whether it’s ChatGPT, Google’s AI Overviews or voice search, the way people look for information (including business services) is evolving fast.
If your content isn’t built with AI in mind, you could be missing a huge trick when it comes to your sales and marketing. SEO still matters, but it’s not just about Google rankings anymore.
So how do you get your business noticed in an increasingly AI first world?
Write for your audience (and AI)
Search engines like Google favour things like backlinks and keywords. And while this is still very important, AI tools also look for clear, helpful content that sounds natural, like how people actually talk.
That means your content needs to answer questions quickly, speak in plain English, and make sense without needing context. If it’s vague, messy or hard to follow, AI (and your audience) will move on.
Structure matters more than ever
Just like other search engines, AI finds it easier to process structured content. So, make things easy to read.
Ensure your website heading styles are set up correctly, then make sure they’re used properly too.
Use a clear H1 (i.e. article and page titles) and break content up with H2s and H3s. Get to the point in your first few lines on the page and use headings that reflect real questions, like “How do I get my content found by AI?” not “Content strategy tips.”
Write for people, not systems
Yes, we’re talking about writing for AI tools, but don’t forget that what you write is just as important (if not more) as how you structure it.
Be sure to focus on relevance and be specific in your points. Use short paragraphs and cut the fluff. If your content doesn’t say anything useful or new, it won’t be promoted in the first place.
For unique takes on well-known topics, speak to the experts in your team for the specifics and turn that into marketing content.
Don’t let your site hold you back
Strong content needs a solid foundation.
If your site is slow, cluttered or hard to navigate, AI tools won’t surface your content. Prioritise fast load times, clean layouts and a mobile-friendly design.
Add structure behind the scenes too. Schema markup is a type of code you add to your site that helps search engines and AI tools understand what your content means, not just what it says. It tags key information like the type of page (e.g. article, product), the author, published date, reviews, and more.
To boost visibility, check how your site performs on a phone. If your content is hard to read or navigate on mobile, AI tools may not interpret it clearly. Make sure text is easy to read, buttons are easy to tap and all design elements work as intended.
Keep it current and focused
AI prioritises recent and relevant content, so refresh your core pages regularly. If your blog hasn’t been updated or your site includes old pages, you could be missing out.
AI tools are designed to match content to specific needs (i.e. give specific answers). So rather than trying to appeal to everyone in every piece of content, define your specific audiences and keep them in mind.
Build trust beyond your website
Tools like ChatGPT look at more than just your website when deciding which sources to reference in their answers. They pay attention to how your business shows up elsewhere too.
Publishing thoughtful content regularly helps. But so does giving people a reason to engage. If your content is shared or linked on platforms AI trusts like social media channels or established online forums, it reinforces your authority.
SEO isn’t dead. It’s evolving.
Many SEO principles still matter. Structure, clarity and authority help content perform, whether it’s ranked in a browser or summarised in ChatGPT.
What’s changed is the goal. It’s no longer just about being number one in search engines. It’s about being clear, useful and visible wherever people are looking for what they need online.
Make your content worth showing
AI has increased the value your business can get from publishing a great piece of content. The tools people use to find answers are getting smarter. So when your content is helpful, well-structured and genuinely relevant, it has a better chance of showing up.
If it’s vague, rushed or purely written for algorithms, it likely won’t make the cut.
Whether someone finds you through search or a chatbot, your job is the same. Show up clearly. Offer something useful. Be easy to understand.
That’s what being visible online looks like today.
Ready for the next step?
Whether you’re looking for more information, next steps or need to rethink your strategy, we’re here to help. Get in touch today to chat to our team.
