What does being visible in AI search actually mean?
There are several possible outcomes. An assistant could mention your business by name, cite one of your guides, or send someone directly to a service page. Those are different things, and they should be measured separately.
A mention without a link might still introduce your business to a customer. A citation could bring visitors who are researching a subject but are not ready to buy. A visit to a relevant service page may be closer to an enquiry. Looking at the whole journey is more useful than collecting screenshots of your business appearing in an answer.
SEO, AEO and GEO: where should you start?
You do not need to become an expert in three sets of initials before improving your website.
SEO, or search engine optimisation, covers making your website discoverable and useful in search. AEO, or answer engine optimisation, puts the emphasis on answering questions clearly. GEO, or generative engine optimisation, describes work intended to improve visibility in AI-generated responses. The terms overlap, and people do not always use them consistently.
Start with our AEO guide and GEO guide if you want the differences explained. If you are ready to review your website, go straight to how to rank in AI search.
Which platforms should your business focus on?
Choose the platforms your customers use, then check whether the information they can find about you is useful and accurate. You do not need a separate website for each assistant.
Our platform guides cover:
- ChatGPT: helping customers discover your business through search-assisted answers.
- Google AI Overviews, AI Mode and Gemini: understanding the different experiences and where your website fits.
- Claude: checking access and making your business information easier to retrieve.
- Perplexity: publishing useful material that people can check at its source.
Microsoft Copilot is also worth including in your measurement if customers mention it. Our AI lead-tracking guide explains how to separate visibility from visits and enquiries.
What should a small business improve first?
Look at your most important service page. Can a visitor quickly see what you do, where you work, who the service suits and how to contact you? Are there genuine examples, clear terms and answers to the questions customers ask before booking?
Consider a gym that offers day passes but only mentions them on an old social post. A dedicated, current section on its website would help someone decide whether to visit. The same principle applies to a therapist’s appointment options or a landscaper’s service area. Start by making useful information available.
If customers come from a particular area, read our local AI SEO guide. It focuses on the details that help someone judge whether your business is a good local fit.
Can anyone guarantee an AI recommendation?
No. A website owner can improve their content, accessibility and customer experience, but cannot control every response an AI platform produces. There is no single ranking position that applies to every question and every user.
Google’s guidance on AI features in Search says established SEO practices remain relevant. That is a useful starting point: improve the website customers arrive at as well as the chances of discovery.