AEO & GEO
How do you optimise a website for AI search?
Start with strong SEO. Make important pages crawlable and indexable, publish original and decision-useful content, state entities and services clearly, use descriptive headings, support claims with evidence, maintain accurate local information and measure whether search and AI experiences are actually sending qualified visitors.
Make the site technically accessible
Important pages need stable canonical URLs, internal links, successful HTTP responses, useful metadata and crawl access. If a page cannot be discovered or indexed by the underlying search system, specialised “GEO” tactics will not rescue it.
Create non-commodity information
Original project lessons, decision frameworks, comparisons, process detail and first-hand expertise are more defensible than generic summaries. The page should help a buyer even if it never appears in an AI-generated answer.
Answer questions naturally
Where a buyer has a clear question, answer it early and then explain trade-offs, context and next steps. Do not create hundreds of near-duplicate pages for every possible wording of the same question.
Measure and refine
Use Search Console, analytics and Bing Webmaster Tools to understand which pages and queries create visibility. AI citation data is still evolving, so focus on real discovery, qualified visits and enquiries rather than unverifiable “AI rank” scores.
KEY TAKEAWAYS
What to keep in mind.
- There is no universal “AI ranking” schema or magic AEO tag.
- Clear, original content is more valuable than mass-produced long-tail pages.
- Structured data should describe visible content accurately, not attempt to manipulate AI systems.
- Allow the crawlers required by the search and answer systems you want to appear in.