It’s our most asked question right now: how do I appear in an AI search?
At this point, we know that another mention of “Gen AI” is liable to make people break out in hives.
But its influence, and what it means for search, is unavoidable. More than that, it’s an opportunity.
SEO has always had its nuances and complexity, but in the past the formula has, on its surface, been fairly simple:
- Identify keywords relevant to your business.
- Create amazing content aligned with your objectives.
- Get to the Number One spot in search engines (the “easier said than done” bit).
- Get those lovely website clicks.
- Make sure your user experience/customer care leads to conversion.
But the advent of AI across its own platforms and established search engines is changing things.
Searches are getting more sophisticated, and LLMs are providing sophisticated, layered answers. And in this, website content is more important than ever. Just look below.
The LLM Affect
At the time of writing, if you ask ChatGPT what the best restaurants in Cornwall are, it gives you a considered, near-500 word answer, broken down into credentials, cuisines, and even what you might be in the mood for.
But the important thing is the sources it has used to produce this answer.
For this simple query, here are the sources ChatGPT shares as its reference points:
- Time Out Worldwide: 10 Best Restaurants in Cornwall, Picked By A Local – Time Out
- Wikipedia: Restaurant Nathan Outlaw
- MICHELIN Guide: The Best Restaurants in Cornwall – MICHELIN Guide
- Cornish Secrets: The Best Restaurants in Cornwall – Cornish Secrets
- The Australian: British food worth travelling for? We’ve found it
- The Times: The best places to eat by the coast: Cornwall
- Bon Appétit: Where to Eat in Cornwall, UK
- The Telegraph: The 12 best restaurants in Cornwall | Telegraph Travel
- Southwestmag: Top 10 Best Restaurants in Cornwall England | Where to Eat in 2025?
- Hellocornwall: The Ultimate Guide to the Top 50 Restaurants in Cornwall
- Selectcornwall: 28 Best Restaurants in Cornwall | Select Cornwall
- Olivemagazine: Best Restaurants in Cornwall 2025 | olivemagazine
- Thecornishlife: 10 Best Restaurants in Cornwall (A Cornish Foodie’s Guide)
- Tripadvisor: THE 10 BEST Restaurants & Places to Eat in Cornwall 2025
- Thegoodfoodguide: Best restaurants in Cornwall – The Good Food Guide
- Deliciousmagazine: My 10 favourite restaurants in Cornwall (plus 7 more to try…)
- Tripadvisor: THE 10 BEST Restaurants in Cornwall (Updated August 2025)
Our testing has demonstrated that ChatGPT is trawling company websites, web publications, review sites and even social media platforms like TikTok and Facebook.
Its recommendations are based on reams of information from across the web, and as users can ask highly specific questions and have long-running, in-depth conversations, the opportunities for your brand to be referenced have multiplied.
Don’t Fear the AI Overview
AI overview means that appearing ‘top’ in search results is becoming less about gaining quick clicks, and more about being seen. Establishing credibility. Building your brand.
In many ways, it’s transforming the digital space into something traditional marketers might recognise.
Appearing in an AI overview isn’t a waste just because it doesn’t equal clicks at the same rate that being No. 1 once did. Just like having your brand name appear in an editorial someone reads isn’t a waste because they don’t immediately call to place an order.
This is brand awareness. It’s reputation-building. Fostering positive brand sentiment. It’s traditional marketing in the digital age.
So, What do you Need to Succeed in the AI Age?
The fundamentals of SEO – and indeed, traditional marketing – are more important than ever. Content is the keystone.
- Your website content needs to be up to date, distinctive, and comprehensive. Proof points, explainers, reviews – it’s all vital. Service pages need to be supported by deeper blog content. You will only get back from LLMs what you put out there.
- Social media is more important than ever. Not only is ChatGPT trawling your social media content, but in an Internet landscape that’s rapidly moving towards a slower funnel in terms of converting customers, you also need to build your community.
- External linking is important. Think digital PR. Get your brand talked about and published on other websites – industry news, traditional news/magazines, and review sites like Trustpilot. Everything is valuable, whether it’s an award from your industry body, an interview with your CEO, a profile piece in the local paper, or a mention on Wikipedia. Invest in being seen.
- Drive traffic through other sources. You aren’t alone if you’re losing organic clicks. Up your efforts in email marketing, social media posting and other outlets to drive traffic to your website.
AI-driven search is rewriting the rules of digital storytelling. The goal is no longer just to chase that coveted number-one spot. It’s to be credible and referenced in the places AI looks.
Brands that will thrive in this new landscape are those that treat SEO, PR, and social media as parts of the same ecosystem. Invest in rich, authoritative content, nurture your online community, and get your name into the publications, platforms, and conversations that AI uses to build its answers.
Interested in knowing more about what you can do to up your AI performance? Get in touch with the team here.