Building websites that are search engine optimized has always been a moving target. Over the years, I've worked with clients to create beautifully designed, high-performing websites, only to see SEO best practices shift again and again. What works one day doesn’t always work the next. And now, we have another layer of complexity—optimizing not just for traditional search engines, but also for AI-driven platforms like ChatGPT, Perplexity, and Google’s Gemini.

This shift is frustrating not just for business owners, but even for experienced marketers. How do we ensure our websites are found when AI is changing the way people search for information? The good news is, with a few strategic updates, we can adapt to this new landscape and stay ahead of the curve.

So, how can your website and content stay relevant in this AI-driven era? Let’s break it down in a simple, actionable way.

Why AI is Changing SEO

AI is transforming the way search engines work, and this shift affects how businesses need to optimize their websites. Instead of just ranking pages based on keywords, AI-powered search engines analyze intent, context, and credibility. This means that SEO is no longer just about stuffing the right phrases into content—it’s about creating meaningful, structured, and authoritative information that AI can understand and use.

1. Conversational Search is Growing – AI-powered search engines understand natural language, meaning people are searching in full questions rather than just keywords.
2. Zero-Click Searches are Increasing – AI tools often provide answers directly in search results, reducing the need for users to click on websites.
3. AI Summarizes Information – Instead of ranking a list of 10 blue links, AI synthesizes data from multiple sources to provide users with quick answers.
4. Entities Matter More Than Keywords – AI prioritizes businesses and thought leaders who demonstrate expertise, authority, and trustworthiness.

What does this mean for your website? You need to ensure your content is structured in a way that AI can easily find, understand, and reference.

6 Strategies to Optimize for AI Search

1. Get Recognized by AI Search Engines

Staying visible in AI-driven search means ensuring your website is indexed properly. AI tools pull data from a variety of sources, so submitting your site to key platforms is a crucial first step. Think of this as setting up road signs to guide AI models toward your content.

• Submit your website to Google Search Console and Bing Webmaster Tools (for ChatGPT and Microsoft’s Copilot).
• Ensure your business is listed in reputable directories and AI-driven sources like Perplexity.ai.
• Keep your Google Business Profile updated to help AI understand your brand.

2. Write in a Conversational, AI-Friendly Format

Gone are the days of keyword stuffing and robotic writing. AI search engines prioritize natural language and well-structured answers. If your content sounds like something a person would say in conversation, you're already ahead of the game.

• Use natural language and write as if you’re answering a question.
• Optimize for long-tail keywords and voice search (e.g., “How can I improve my website for AI search?” instead of just “AI SEO”).
• Include FAQ sections on key pages since AI platforms pull direct answers from FAQs.

3. Use Structured Data (Schema Markup)

AI needs structure to understand your content quickly and efficiently. Schema markup acts like a translator, making it easier for search engines to categorize and feature your information. If you’re not using it, you’re missing out on a major SEO boost.

• Add FAQ schema to pages so AI search engines can easily extract answers.
• Use Organization schema to tell AI about your business.
• Implement Article and How-To schema to improve visibility in AI-generated search results.

4. Create AI-Friendly, Authoritative Content

AI models prioritize content that’s both informative and credible. If you’re an expert in your industry, this is your chance to shine. By creating deep, valuable content, you increase the chances of being cited by AI-generated answers.

• Focus on high-quality, research-backed blog posts and guides.
• Cite authoritative sources and original data where possible.
• Create topic clusters to establish yourself as an expert (e.g., multiple articles on AI and marketing rather than just one).

5. Increase Your Brand Presence Beyond Google

Search is no longer limited to Google—AI pulls information from across the web. The more active and visible your brand is on platforms like LinkedIn and YouTube, the more likely AI will recognize you as a trusted source.

• AI search doesn’t just pull from Google—it references LinkedIn, YouTube, and other platforms.
• Regularly post AI-related content on LinkedIn to increase credibility.
• Optimize YouTube videos with transcripts and AI-related topics since video content ranks well.

6. Leverage AI for SEO Efficiency

AI isn’t just changing how people search—it’s also changing how we optimize content. Using AI-driven tools can help streamline keyword research, content creation, and performance tracking, giving you an edge in this fast-moving landscape.

• Use AI tools to help research trending topics and optimize content.
• Automate parts of your SEO workflow with AI-powered tools like Perplexity.ai and SurferSEO.
• Repurpose blogs into social media posts, podcast discussions, and video scripts to increase AI-driven discoverability.

Final Thoughts

The future of search is shifting, but with the right strategies, your business can stay ahead. By optimizing your website for AI-driven platforms, you’ll ensure that your content remains visible, engaging, and easy for AI to reference.

Next Steps: Start by implementing the simplest changes—submit your website to search engines, update your FAQ sections, and experiment with AI-friendly content formats. The sooner you start adapting, the better positioned your business will be for the future of search!

Need Help? Behind the Design specializes in strategic marketing solutions for businesses looking to stay ahead of digital trends. Contact us today to future-proof your website and marketing strategy!