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SEO in the Age of AI-Powered Search: How to Optimise for ChatGPT and Generative AI Results

How AI is Changing Google and Bing Searches

Searching the internet is changing fast. Instead of just typing words into Google and seeing a long list of websites, many people now use AI chatbots (like ChatGPT or Google’s new AI search). These bots give you an instant answer in a few sentences — and sometimes they show a few links to the websites they used.

That means businesses who want to be noticed online have to think differently about SEO (search engine optimisation). SEO is how you set up your website so search engines (and now AI) will show it to people.

Why AI Search Matters

  • In the past: you saw “10 blue links” on Google and picked one.
  • Now: AI often gives one short answer and just a few links.
  • If your site is chosen, you’ll stand out. If not, you may get less attention.

Google and Microsoft both say they still want to send people to websites, not just keep them inside the chatbot. But to be one of the links the AI chooses, your site needs to look extra helpful and trustworthy.

Old SEO Rules Still Count

Good news: the basics haven’t changed!

  • Write helpful content that answers people’s questions.
  • Be seen as an expert (show experience, give good advice).
  • Get other good websites to link to you.

AI picks its answers from the best sites in Bing or Google, so if you rank well already, you’re more likely to get quoted.

New Things to Do for AI SEO

1. Optimise for Bing

  • ChatGPT gets its answers from Bing.
  • Use Bing Webmaster Tools so Bing can find your site.
  • Add good images and videos — Bing likes them.
  • Make sure your business info (name, address, phone) is correct everywhere online.

2. Make Your Website Easy for AI to Read

  • Load fast (1–2 seconds). AI won’t wait around.
  • Use simple HTML (not just fancy scripts).
  • Don’t block AI bots in your robots.txt file.
  • Add structured data (schema, meta tags) so AI understands your pages.
  • Put the important info at the top of the page.

3. Write Content AI Can Use

  • Use headings and bullet points so answers are easy to find.
  • Start with the clear answer, then explain more.
  • Write in normal, friendly language.
  • Add FAQ sections with common questions.

4. Build Trust and Authority

  • Show you’re an expert (add author bios, sources, case studies).
  • Get backlinks from respected sites.
  • Be listed on directories (like TripAdvisor, Yelp, or software review sites).
  • Keep your content up to date.

5. Watch Google’s New AI (SGE)

  • Google is testing AI answers at the top of search.
  • Sometimes it shows 3 sources with images.
  • To be included:
    • Write content that fully answers questions.
    • Use good images and videos.
    • Update pages often so they look fresh.
    • Focus on deeper guides (not just quick facts, since AI will handle those).

Final Takeaway

AI is changing how people search, but it doesn’t mean SEO is dead. It just means you need to:

  • Keep your site fast, clear, and trustworthy.
  • Make content that answers real questions.
  • Optimise for Bing as well as Google.
  • Stay updated as AI tools grow.

Think of AI like a super-picky librarian. If your website is helpful, easy to read, and reliable, the AI is more likely to recommend it.

Bibliography

  • White, J. (2025). AI optimization: How to optimize your content for AI search and agents. Search Engine Land searchengineland.com.
  • Made by Extreme. (2024). Generative AI in Google Search: what SGE means for your SEO & content strategy madebyextreme.com.
  • Blake, C., & Scharf, A. (2025). 87% of SearchGPT Citations Match Bing’s Top Results. Seer Interactive seerinteractive.com.
  • Berry, S. (2025). ChatGPT & AI SEO: How to Rank in ChatGPT Responses. SEO.comseo.comseo.com.
  • Capala, M. (2025). A Guide to Bing SEO: Why Marketers Must Optimize for Bing to Rank on ChatGPT. Alphameticalphametic.comalphametic.com.
  • Google. (2023). Search Generative Experience in Search Labs – Google Search Liaison via Search Engine Land madebyextreme.com.
  • Search Engine Land. (2023). Michael King’s study of SGE madebyextreme.com.
  • Symphonic Digital. (2023). SEO for AI Search: Best Practices for Google AIO & ChatGPT searchengineland.com. (Various insights on technical SEO for AI).