AI is transforming how people find information. More than 60% of Google searches now end in AI-generated summaries with no click to a website.
At the same time, tools like ChatGPT, Gemini, Claude, and Perplexity are handling billions of queries every day.
For two decades, the formula was straightforward: build a website, rank in Google, earn organic traffic. That model is shifting.
If your content isn’t referenced in AI-driven answers, you risk losing potential customers. The new objective isn’t just ranking. It’s being cited.
So, what can you do? Fortunately, you don’t need to rebuild your entire website. But you do need to be intentional.
Read on to find out where to start so that your website doesn’t get lost in the shuffle.
Start with the search essentials
1. Strengthen the fundamentals
Traditional SEO still matters. Clear page titles, thoughtful keyword usage, fast load times, and mobile responsiveness all support what’s now being called AIO (AI Optimization).
You may also hear GEO (Generative Engine Optimization) or AEO (Answer Engine Optimization). Different labels, same principle: make your content easy for machines to understand and trust.
2. Refine your content
AI systems prioritize clarity and relevance. Review your service pages and blog posts and ask:
- Are they current?
- Do they reflect how you actually describe your work in conversations with clients?
Update vague language. Replace filler with substance. Answer real questions directly.
3. Use logical heading structure
Headings create a map of your content. Each page should have one clear H1 (the primary topic). Under that, use H2s for major sections and H3s for subpoints.
For example:
H1: Commercial Roofing Services
H2: Roof Replacement
H3: Signs You Need a Replacement
H3: Our Replacement Process
H2: Roof Repairs
H3: Emergency Repair Services
Notice how the structure moves down logically without skipping levels. This hierarchy helps AI systems understand relationships between topics.
Pro tip: The free HeadingsMap browser extension makes it easy for you to visually audit any page.
Create real competitive advantage
The steps above are essential, but most established businesses are already doing some version of them. To take it to the next level, implement structured data using Schema.org markup.
Structured data explicitly tells search engines and AI systems what your content represents: a product, service, article, event, FAQ, or organization. It’s typically written in JSON-LD and embedded in your site’s code.
Schema can define:
- what your business does
- where you’re located
- which platforms represent your brand (website, LinkedIn, YouTube)
- details about your services, reviews, events, and more
Major SEO authorities including Search Engine Land, and SEM Rush recommend implementing Schema because it increases the likelihood that your content is understood and surfaced correctly.
Yet, almost none of your competitors have implemented Schema at all. That gap creates an opportunity for real competitive advantage.
CodeGeek can help with AI search
Over the past six months, CodeGeek has been researching and testing ways to help our clients gain an edge over their competitors in AI search.
If you’d like to explore how your website is positioned, or where it may be invisible, we’re happy to talk.
This post was originally published on the Focused Directions website. Republished (with minor edits) with permission.
Featured image credit: Matheus Bertelli on Pexels