Anisha Chawla is the Founder and CEO of Beyond Tech Media, a global digital marketing agency.
In today’s fast-paced digital landscape, simply ranking on the first page of Google is no longer enough for brands aiming to capture audience attention. With the emergence of **generative AI** as a primary method for information retrieval, establishing **trustworthiness with AI algorithms** has become just as crucial as ranking high in search results.
According to a recent prediction by **Gartner**, search engine queries are expected to decline by 25% by next year, due to the rise of chatbots and virtual agents. Having witnessed the evolution of AI in digital marketing firsthand, I can attest that **AI-driven search** is fundamentally transforming buyer journeys and SEO strategies across various sectors. Here’s how brands can adapt!
Adapting SEO for the AI Era
One significant trend I’ve observed is that **large language models (LLMs)** prioritize credibility, consistency, and expertise in the content they favor. Brands that seek success will focus on **depth of knowledge and long-term value** rather than chasing fleeting clicks and tricks.
To thrive in this new landscape, brands must pivot their strategy. The goal isn’t simply to “trick the algorithm” but to become a **trusted authority** that AI algorithms naturally reference. Here’s how you can set your brand apart:
1. **Focus on Authority, Not Clickbait**
Establishing your authority begins with creating **thought-provoking content** grounded in real-world insights. This type of content enhances your reputation as a subject matter expert. On the other hand, superficial listicles and generic tips lack originality and don’t provide the in-depth knowledge that AI models prioritize, making them less likely to appear in search results.
2. **Harness the Power of Structured Data**
AI systems don’t just process text; they **interpret content**. Simplifying the way your information is presented makes it easier for AI platforms to recognize your expertise.
Ensure your content is clear, organized, and utilizes schema markup to enhance visibility. Additionally, optimizing your website for **knowledge panels** can help position your brand as more than just a keyword match. It enables you to be seen as a reputable entity worthy of citation.
Furthermore, do not underestimate the impact of external **backlinks** from authoritative sites, academic references, and public relations mentions. These can significantly influence AI systems’ understanding of your brand’s identity and relevance.
3. **Create Conversational Content**
AI search tools like **ChatGPT** and **Gemini** are designed to respond to natural language queries. For instance, typical questions might include:
- “What’s the best CRM for small businesses?”
- “How do I increase my sales?”
- “How can I connect with potential customers?”
To align with these queries, frame headlines and subheadings in your content as questions when appropriate. Use “versus” comparisons, FAQs, and how-to articles. This strategy not only reflects user behavior but also enhances **AI comprehension** of your content.
4. **Be Active on Multiple AI Platforms**
I encourage brands to optimize their visibility across various AI platforms such as **ChatGPT, Perplexity, and Gemini**. Each platform utilizes distinct logic for sourcing information.
For example, **ChatGPT** tends to cite editorial and branded sites, while **Perplexity** focuses on sources with clear authorship, and **Gemini** weighs structured data along with Google’s ranking factors. Familiarizing yourself with these models can help you craft a strategic approach to maximize your visibility.
5. **Build Owned Media Channels**
In an era dominated by platforms that dictate distribution, nurturing **owned content channels** such as blogs, podcasts, and newsletters is key. These channels facilitate direct relationships with audiences and guarantee that your content stays indexable across various emerging platforms.
Additionally, owned media serves as a continual source of training data for LLMs, further cementing your brand’s identity and expertise.
6. **Adopt New Metrics for AI Visibility**
The traditional approach of using clicks as a measure of SEO success is becoming outdated. In the age of AI, **visibility in AI-generated responses** represents a new form of influence.
Consider tracking metrics that reflect AI citations, such as:
- Mentions in **ChatGPT** or **Perplexity** responses
- Presence in **AI knowledge panels**
- Frequency of citation in **source-attributed AI outputs**
- Inclusion in structured summaries or conversational answers
These signals indicate brand authority in an LLM-driven search environment, even if they aren’t reflected in traditional analytics just yet.
Future-Proofing Your SEO Strategy
To thrive in this next chapter of digital search, brands must cultivate trust both with users and AI systems. Here are some actionable strategies:
- Experiment Continually: Test new formats, platforms, and prompts to see how your brand is represented across various AI tools.
- Think Ecosystem-First: Recognize that each piece of content contributes to the algorithmic representation of your brand.
- Manage Your Reputation Deliberately: AI models assess factors such as customer reviews, accolades, and press coverage to evaluate trustworthiness.
Becoming a Brand AI Trusts
McKinsey highlights that **AI is poised to transform industries** much like the steam engine reshaped the 19th-century Industrial Revolution. **SEO is no different**; this disruption presents unprecedented opportunities for those willing to be agile and authoritative.
Ultimately, SEO in this new era is no longer about gaming algorithms; it’s about forging genuine trust with users, AI models, and the platforms that govern modern attention. Businesses that create meaningful content, establish credibility, and invest in lasting visibility are positioned to shape the future of AI-driven discovery.
So, the pressing question remains: Will your brand be the one that **AI champions** in search responses or the one that fades into obscurity?
