Customers still type questions into Google, but more of them now ask ChatGPT, Gemini or Perplexity, or read the AI overview at the top of the results page. The good news: the fundamentals that win in classic SEO are the same ones AI systems rely on.
Get the technical basics right
Search engines and AI crawlers both need to reach and understand your pages. Make sure your site is fast on mobile, uses HTTPS, has a clean XML sitemap, and does not hide important content behind scripts or logins. Check Google Search Console for indexing errors every month.
Answer real questions, clearly
AI assistants quote content that answers a question directly. Structure key pages so the answer appears early, in plain language, followed by detail. Use descriptive headings, short paragraphs, lists and tables where they help.
Show who you are
Trust signals matter more than ever. Put your business name, address, contact details and team or founder information on the site; keep your Google Business Profile complete; and publish case studies with specifics: locations, dates, outcomes.
Use structured data
Schema markup for your organisation, services, products, FAQs and reviews helps search engines and AI tools understand your content and connect it to your brand.
Earn mentions, not just links
Being cited in reputable directories, local news, industry sites and partner pages builds the authority both Google and AI models look for. Quality beats quantity.
Measure what matters
Track rankings for the searches that bring buyers, not just traffic, and watch enquiries and sales from organic search. Ask new customers where they found you, including “an AI assistant recommended you”.
SEO is a long game, but it compounds. If you would like a free check of where your site stands today, get in touch.