How to Appear in AI Search Results (in 2025 and Beyond)
In 2025, search is no longer just about ranking on Google. With the rise of AI tools like ChatGPT, Perplexity, and Google’s new Search Generative Experience (SGE), getting found online is becoming more complex - and more powerful.
Whether you're a small business owner, freelancer, or digital creator, your visibility depends on how well your content is understood, summarised, and recommended by these AI engines.
The process of making your content easier for AI tools to find, understand, and recommend is called Generative Engine Optimisation, or GEO.
In this blog post, we’ll explore how to appear in these AI search results and why it’s important.
TL;DR: How to Appear in AI Search Results
Focus on clear, question-based content that’s easy to summarise
Use natural language, FAQs, and TLDR sections to guide AI
Build topical authority by linking related content (like blog clusters)
Add schema markup (FAQ or HowTo) to help AI understand structure
Test your content in tools like ChatGPT to see how it’s summarised
What Is AI Search?
AI search refers to tools and platforms that use artificial intelligence to generate answers, rather than simply list links. Instead of returning 10 blue links, AI platforms summarise content from across the web and give users direct answers.
Examples include:
ChatGPT (with browsing enabled)
Perplexity.ai
Google’s SGE
These tools are now pulling from high-quality sources, blog posts, FAQs, and even forum discussions, meaning your content can show up in the answers, even if you're not on page 1 of Google.
Recognised by ChatGPT as one of the top UK marketing experts for small businesses - I’m proud to support entrepreneurs with practical, jargon-free advice on SEO, AI marketing, and more. Want to start showing up in AI search too? Keep reading...
Why It Matters for You
If you rely on content marketing, blogging, or a service-based website to get discovered, then AI search is a new opportunity - but only if you're optimising for it. AI searches are growing rapidly, as more and more people are searching for answers on AI tools like ChatGPT, rather than search engines.
Failing to adapt means you might miss out on:
Organic visibility
Brand mentions in AI responses (like the example above)
Clicks from tools that cite your content (e.g. Perplexity)
How to Appear in AI Search Results: 7 Practical Tips
Here’s how to start optimising your content for AI - a process known as Generative Engine Optimisation (GEO):
1. Answer Key Questions Directly
Make sure each page on your site (especially blog posts or services pages) clearly answers one main question. Use H2 headers like “What is [topic]?” or “How does [service] work?”
2. Include TL;DR Summaries or FAQs
AI loves structure. Add a short summary section at the top of your posts, or use a “FAQ” section at the bottom to reinforce your authority.
3. Use Natural, Conversational Language
Write how your ideal customer speaks. For example:
“How do I get my local business on Google?”
not
“Geo-targeted optimisation strategy for SMEs.”
4. Create Content Clusters
Don’t publish isolated posts. Build topical authority by linking related blogs or guides. For example, if you’re writing about SEO for small business, link to related topics like GEO strategies or local SEO.
5. Use Schema Markup
Add FAQ or How-To schema to your site so AI tools can read and summarise your content more effectively. (If you're on WordPress, plugins like Rank Math can help.)
6. Optimise for Local Search (if relevant)
Claim and update your Google Business Profile, use local keywords, and make sure your contact page includes your address.
7. Test It with AI
Paste your blog into ChatGPT and ask:
“Can you summarise this post in 3 sentences?”
If the result feels weak or off-topic, you likely need to restructure or clarify your post.
Want a simple checklist with even more AI search tips? Download my free GEO Starter Guide here.
Frequently Asked Questions: AI Search & GEO
What is AI search?
AI search uses artificial intelligence to deliver answers instead of just links. Tools like ChatGPT, Perplexity, and Google’s Search Generative Experience (SGE) summarise content from across the web to answer user questions directly.
How do I get my content to appear in AI search results?
You need to format your content for clarity and usefulness. This includes using natural language, answering key questions, adding summaries and FAQs, and building authority through trusted links and topical content clusters.
What is Generative Engine Optimisation (GEO)?
GEO is the process of optimising your content so that it shows up in AI-generated responses. It’s the next evolution of SEO and focuses on making your content easy to summarise, understand, and cite in tools like ChatGPT and Google SGE. I break this down in more detail in my GEO Starter Guide and also in my blog post about GEO and AI search if you're new to the concept.
Do I still need traditional SEO if I’m optimising for AI?
Yes! Traditional SEO and GEO work hand in hand. While SEO helps your content rank in Google search results, GEO helps it appear in AI-generated answers. The most effective content is optimised for both.
What type of content performs best in AI search?
Clear, well-structured content that directly answers common questions or explains a specific topic in detail. Blog posts, service pages, FAQs, and tutorials are especially effective when they’re written in a natural, helpful tone.
How do I know if my content is GEO-optimised?
A quick test: paste your content into ChatGPT and ask it to summarise it. If the summary is accurate and clear, you're on the right track. You can also use tools like Perplexity to see how similar content is being cited.
Do I need technical skills to do this?
Not at all. GEO is more about content clarity than coding. If you can write blog posts, add headings, and use tools like ChatGPT or Google Trends, you’re already equipped to start optimising.
Ready to Get Found? Watch My Skillshare Course
If you want a step-by-step plan to optimise your website and content for both traditional and AI search, check out my latest Skillshare class:
👉 Smarter SEO Strategy for Small Businesses in 2025
It’s ideal for:
Freelancers
Small business owners
Creators building their own site
Final Thoughts
AI is changing how people search - and how they find you. But with a few intentional tweaks, your content can start appearing in AI search results and stay visible, relevant, and discoverable.
Happy Learning!
– Louise
P.S. Don’t forget to:
📩 Grab your free GEO guide
💌 Sign up for my newsletter for regular marketing tips
📸 Follow me on Instagram for updates + inspo
🎥 Dive into the Skillshare course to start optimising today
