Top tips for optimising your content for AI search

As artificial intelligence transforms how people search for information online, traditional keyword-focused SEO has become outdated. AI-powered search tools dig deeper than simple keyword matching to understand intent, context and content quality, delivering more direct and conversational answers.

This is particularly important as, according to research by WordStream, 79% of online searchers expect to use AI-enhanced search in the next 12 months.

Optimising for AI search requires a shift in your SEO and content strategies. Your content needs to be discoverable, easily interpreted, and featured by AI search tools’ intelligent algorithms.

At Submerge, our team brings decades of combined experience from the pre-AI era. This means we understand both traditional content strategy and how to harness AI tools effectively, always with that essential human touch that separates great content from generic output.

In our guide, we’ll explain AI search optimisation, why it’s so important, and how AI search works. We will also provide practical tips to help your business’s content succeed across some of the most popular AI search tools.

 

What is AI search optimisation?

Why is optimising for AI search so important?

Isn’t AI search optimisation the same as SEO?

Do all AI search tools search the same?

General strategies for AI search optimisation

Optimising content for specific AI tools

• ChatGPT Search
• Perplexity
• Gemini
• Microsoft Copilot

Which tools can help me optimise my content?

How else can I make my business rank better in AI search?

 

What is AI search optimisation?

AI search optimisation involves tailoring your online content to be easily discovered, understood and featured by AI-powered search engines and tools.

As search technology keeps evolving, traditional keyword-based strategies won’t be enough to put your business in front of potential customers. AI search tools, such as Microsoft Copilot and ChatGPT Search, use artificial intelligence to interpret the intent behind queries, generate direct, human-like answers, and pull information from multiple sources.

Optimising for AI search means creating content that not only ranks well in search results, but is also clear, relevant and structured in a way that AI systems can easily process and present.

Why is optimising for AI search so important?

Optimising content for AI search can benefit your business in several ways, including better visibility, stronger credibility, happier users, and a content strategy that won’t become obsolete.

AI-powered search engines are quickly becoming the primary way people find information online. When you optimise your content for AI search, you’re increasing the chances of your material appearing in AI-generated overviews, summaries and direct answers.

When AI assistants and search engines showcase your content, it signals to users that your website or brand is trustworthy and authoritative. Being featured in AI-generated answers or summaries helps you establish your reputation as an expert in your field, which can lead to more engagement and stronger brand loyalty.

AI search is designed to deliver fast, accurate and conversational responses. Content that works well with this not only makes it easier for AI systems to interpret your content but also improves the experience for users who want quick and helpful answers.

Search technology is developing rapidly, and AI-driven tools are shaping the future of how people discover and consume information. By getting ahead of this trend now, you’re preparing your content for the changes to come, securing long-term relevance and competitiveness.

Isn’t AI search optimisation the same as SEO?

AI search optimisation is related to traditional SEO, but they’re not the same.

Traditional SEO focuses on ranking higher in SERPs with keywords and technical tweaks, while AI search optimisation involves making your content easy for AI systems to understand, summarise and present.

While both are after maximum visibility, AI search optimisation requires a clearer structure, deeper insights and content that addresses user intent more effectively than traditional SEO alone.

Discover Submerge’s full suite of SEO agency services.

Do all AI search tools search the same?

Nope; each platform has its own algorithms, data sources and methods for interpreting and presenting information.

For example, Google’s AI Overviews prioritises information from official and authoritative websites, while Microsoft Copilot pulls from a broader range of sources, including news sites and reputable blogs. Meanwhile, ChatGPT can draw from various online sources to provide more conversational, context-aware responses.

Because of these differences, content that performs well in one AI search tool might not do so in another.

That’s why we recommend creating consistently high-quality, well-structured content that answers questions clearly and thoroughly, which gives you the best shot at being featured across multiple AI search tools.

General strategies for AI search optimisation

If your business doesn’t have the time or resources to optimise content for every individual AI search tool, don’t worry – there are broad strategies that can help boost your visibility across all search tools.

Here’s what we have found that works regardless of the specific AI search tool or algorithm you’re dealing with:

• Write like you’re answering a friend’s question: Give direct, easily digestible answers to common questions. AI systems prefer straightforward explanations that they can pull into summaries or featured snippets.
• Make your content scannable: Break information into headings, bullet points and numbered lists. Structured content is easier for AI to understand and present accurately in search results.
• Think like your audience: Anticipate how users might ask questions about your topic, and cover related subtopics. Detailed coverage can increase the chances of your content being used for a broader range of queries.
• Write how people actually talk: Phrase content in a natural, conversational way, reflecting how people speak or type their questions. This aligns your content with how AI search tools interpret and answer queries.
• Stay current: Regularly review and refresh your content to keep it accurate and relevant. AI search tools prefer the most current and reliable information when generating answers.
• Back up your claims: Use up-to-date statistics and factual information to strengthen your content. Including statistics makes your content more credible and appealing for AI-generated summaries.
• Connect to trusted sources: Include links to authoritative, trustworthy sources within your content. Citing and connecting to reputable sites not only boosts your credibility but also signals to AI systems that your content is reliable and well-supported.

Optimising content for specific AI tools

As we explained earlier, various AI search tools operate differently, with different algorithms and information sources.

While the best practices we’ve listed above can improve your overall visibility and performance in AI search, you probably won’t find your business featured the most across every tool with just those strategies.

If you wish to target specific AI search tools, you’ll first want to know who’s using them and why…

AI search tool	Best for…
ChatGPT Search	Conversational, in-depth answers; creative tasks; natural dialogue-based queries
Perplexity	Quick, well-cited answers; researchers, students, professionals needing source transparency
Gemini	Users wanting authoritative, up-to-date info; those who already use Google products
Microsoft Copilot	Business professionals, enterprise users, and those using Microsoft 365 for productivity tasks

With this information, you can better tailor your content strategy to meet the users’ unique needs and the search tool’s requirements.

ChatGPT Search

Optimising content for ChatGPT Search involves focusing on clarity, completeness and a conversational approach.

ChatGPT is designed to provide users with direct, easy-to-understand explanations, and often pulls from sources that anticipate follow-up questions or offer additional context.

To stand out, your content should thoroughly address common questions in your niche, break down complex concepts into easily digestible chunks, and use accessible language that feels natural in conversation.

Including FAQs, examples and analogies can make your material more engaging and easier for ChatGPT to surface in its responses. Consistency in tone and structure throughout your content also helps the AI efficiently extract relevant information to answer user queries.

Remember, for ChatGPT Search:

• Break down complex topics into simple, step-by-step explanations.
• Use headings and subheadings to organise content logically.
• Write in a conversational, approachable tone.

Perplexity

Users who want clear, concise, and well-sourced answers highly value perplexity. This AI search tool is distinctive for its emphasis on transparency; it frequently cites sources directly in its responses and prefers easily verifiable content.

To optimise content specifically for Perplexity, craft content that leads with succinct, evidence-backed statements and highlights key takeaways upfront.

Check that any data, statistics or claims are supported with up-to-date references and include links to reputable sources. Because of this, you may want to regularly review your content to maintain accuracy, updating citations as needed to reflect the latest research or developments in your field.

This approach not only appeals to Perplexity’s algorithms, but also builds trust with users who are after reliable information.

Remember, for Perplexity:

• Include inline citations and reference authoritative sources.
• Provide quick, well-supported answers at the beginning of your content.
• Update statistics and references regularly to maintain accuracy.

Gemini

We’ve found that Gemini leverages Google’s huge search infrastructure and strongly emphasises authoritative, well-organised and technically optimised content.

To optimise for Gemini, combine traditional SEO tactics with AI-friendly strategies: use clear, descriptive headings, and implement schema markup, so that your site loads quickly and is designed to be mobile-friendly.

Address user intent by answering specific questions directly and thoroughly within your content, ideally in dedicated sections or with structured FAQs. Establishing your content’s authority is essential. Be sure to link to reputable, official sources and demonstrate your expertise with well-researched, up-to-date information.

Like with Perplexity, regularly audit your site for accuracy and monitor its technical health so that Gemini can easily access and trust your content.

Remember, for Gemini:

• Use structured data and schema markup to help Google understand your content.
• Address common questions in clear, concise sections.
• Link to reputable and official sources within your content.

Find out exactly what Google says about succeeding in AI search.

Microsoft Copilot

Microsoft Copilot is designed to help business and productivity tool users, often within the Microsoft 365 space.

As a result, content that supports workflows, enhances productivity or solves common workplace challenges is especially valuable. Clear, well-structured guides, templates and checklists that can be easily adapted for use in emails, reports or presentations should be prioritised when optimising this tool.

Organise your information with headings, bullet points and concise summaries to make it easy for Copilot to extract key details for business users.

Providing actionable insights, step-by-step instructions, and real-world examples will also increase the likelihood of your content being surfaced by Copilot to assist users with their tasks.

Remember, for Microsoft Copilot:

• Format content into actionable steps or checklists for easy integration.
• Use headings and bullet points for easily scannable, organised information.
• Provide practical examples or templates relevant to business scenarios.

Which tools can help me optimise my content?

Luckily, there is a number of resources available for businesses that want to undertake AI search optimisation seriously.

These tools and platforms can help you identify opportunities, improve the structure of your content and meet AI search engines’ constantly changing requirements.

Surfer SEO‘s platform analyses top-ranking pages for your target keywords and provides actionable recommendations to improve your content’s structure, keyword usage and readability. Its audit features can also help you align your content with what AI search tools are currently favouring.

If you have access to GPT-4 or ChatGPT Plus, ChatGPT’s Advanced Data Analysis allows you to review and refine your content directly with an AI assistant. You can get suggestions on clarity, structure and even simulate how AI might interpret your content for tighter future optimising.

MarketMuse uses AI to assess your website’s authority on specific topics and offers suggestions for content creation, optimisation and gap analysis. It could help you create in-depth, authoritative material that is more likely to be featured by AI search tools.

By using these tools, your business can streamline the optimisation process, helping your content to meet the latest AI search standards and stay ahead of the competition.

How else can I make my business rank better in AI search?

Beyond the core strategies we’ve already mentioned, there are a few more steps your business can take to further boost its content’s discoverability and value…

Include multimedia elements

Incorporate images, infographics, charts or short videos to complement your written content. AI search tools are increasingly able to interpret and surface visual information, making multimedia a valuable addition.

Maintain a consistent brand voice

Maintain a consistent, recognisable tone and style across all pages. This builds trust and makes your content more memorable for both users and AI systems.

Read our guide on how to define your tone of voice.

Improve accessibility

Make your content accessible to all users by using descriptive alt text for images, having clear labelling and straightforward navigation. AI tools often prioritise more accessible content for broader reach.

Optimise for voice search

Write content in a way that matches how people speak, using natural language and question-based phrasing. This helps AI tools respond to voice queries more accurately.

Encourage engagement and sharing

Add calls to action (CTAs), social sharing buttons and interactive elements to your content. Engaged users can signal to AI systems that your content is relevant and valuable.

Are you ready to optimise your business’s content for AI search, but not sure where to start? Book a free consultation with us today, and let’s plan your journey together.