Top 10 Strategies to Rank in AI-Powered Search in 2025

Ask ChatGPT why your website traffic is down. Ask Google’s Search Generative Experience (SGE) to compare B2B lead tools. Ask Bing Copilot what software helps identify buyer intent. These aren’t search queries anymore, they’re conversations, and the way your content shows up (or doesn’t) in these AI-powered answers is rewriting the rules of SEO. If you're wondering how to craft prompts that surface your solution in these conversations, check out our guide to using ChatGPT for B2B sales (complete with examples you can steal!).

A recent Gartner report estimates that by 2026, traditional search traffic will drop by 25%, displaced by AI-generated results and chat interfaces. That means less clicking through ten blue links, and more relying on what the AI summarizes, suggests, or links directly to. In short, if AI doesn’t “see” you, then users won’t either.

And yet, most websites are still writing for Google circa 2015; stuffed with keywords, overflowing with jargon, and hoping for clicks that probably will never come. The brands getting found today are the ones adapting fast, publishing smarter, more structured content that AI finds easy to understand and quote. That means creating pages that don't just rank, but serve real business needs, especially if you're targeting specific companies or roles using an account-based marketing approach. It’s part of a much broader shift, one where AI is reshaping not just search, but the entire B2B marketing landscape.

But how exactly do you do that? This post will walk you through 10 clear, actionable strategies to help your content rank in AI search, whether it’s a featured snippet, a chat assistant’s answer, or the first suggestion in a conversational interface. From formatting tips to voice and structure, this article will cover how to make your content visible in the ever-evolving search landscape.

TL;DR: Top 10 Strategies to Rank in AI Search

Don’t have time to read the full guide? Here’s the AI-proof checklist.

AI-powered search (like Google SGE, Bing Copilot, and ChatGPT) is changing how people discover and trust content. To show up, your content needs to be clear, structured, and genuinely helpful. That means:

• Answering questions directly

• Using headers, bullets, and clean formatting

• Writing with authority and evidence

• Updating regularly to stay relevant

• Matching intent, not just keywords

To rank in AI search, we must remember that it’s no longer about tricking algorithms. It’s about creating content that helps real people and happens to be AI-friendly, too.

How AI search actually works (and why it’s different)

To show up in AI search, you first need to understand what you're showing up in. Traditional search engines like Google used to crawl websites, index pages, and rank results mostly based on keywords, backlinks, and metadata. The goal was to match a search term to the most relevant page.

AI search engines like ChatGPT, Google SGE, Bing Copilot, or Perplexity don’t just find content. They synthesize it. So, instead of listing ten results, they generate a single answer, drawing on a huge mix of sources including web pages, documentation, FAQs, forum posts, and even structured data like product specs or schema markups.

But here’s the kicker: AI doesn’t rank websites, it ranks information. So, if your content is buried in waffle, spread thin across dozens of pages, or written without clarity, it’s unlikely to be surfaced in an AI-generated answer. 

According to OpenAI, users of ChatGPT with web browsing enabled interact with content differently; they ask direct questions and expect clear, digestible answers. That’s also true in Google’s SGE, where the top of the results page is now a conversational summary.

So what does that mean for you? It means your content needs to be crystal clear, well-structured, and genuinely helpful, because that’s what AI is scanning for when it chooses what to surface and say. Remember: 

• You’re no longer just writing for humans, you’re writing for machines that speak to humans.

• AI needs to understand your content instantly, and trust it enough to repeat it.

• Style, structure, and clarity matter more now than ever.

And here’s the good news, you don’t need to play the algorithm, you just need to be helpful, specific, and structured, consistently. The only shortcut for improving your AI optimization is doing it right the first time, paying close attention to how directly you answer questions, how clearly you communicate, and how confidently your content earns trust, both from real people and the AI reading on their behalf.

How to optimise your content for AI search: 10 key strategies

Once you understand how AI search works, the next step is recognizing what you can actually do about it. And the best bit is, there’s no need for a full website overhaul or any tricky ranking hacks! Just focus on creating well-structured, trustworthy content!

Here are 10 practical strategies to help you optimize for AI search, starting with the fundamentals.

1. Answer questions clearly and directly

When users turn to AI search, they're not typing vague keywords, they're asking complete questions. If your content doesn’t respond with equally direct answers, it likely won’t be featured in the AI’s response.

Why it works for AI search:

AI models like ChatGPT and Google SGE are designed to extract concise, relevant snippets that directly address the query. The clearer and more specific your answer, the easier it is for the model to understand and quote it. These models favour text that mirrors the clarity of a helpdesk or a well-written FAQ.

How to implement it:

• Use tools like AlsoAsked, AnswerThePublic, or Google’s ‘People Also Ask’ box to find real user queries.

• Structure your content around these questions using H2/H3 headings (e.g., “What is buyer intent data?” or “How do I track anonymous website visitors?”).

• Follow with direct, one-paragraph answers, then expand with detail below.

• Use schema markup to help search engines and AI understand your structure.

As a general rule of thumb this is a great reminder to prompt yourself with: “If someone asked this question out loud, would my paragraph answer it clearly, in under 15 seconds?”

2. Use structured, skimmable formatting (headings, bullets, FAQs)

Wall-of-text web pages don’t work in the AI age. You need to break content into clear, digestible chunks that are easy to scan, for both humans and machines.

Why it works for AI search:

AI summarisation models look for patterns like headings, bullets, numbered lists, and FAQ-style formatting to help identify relevant information quickly. The more “readable” your structure, the more likely the model is to extract it accurately.

How to implement it:

• Use H2s and H3s to introduce each key idea or question.

• Break long paragraphs into 2–3 sentences max.

• Use bullets and numbered lists to highlight key takeaways or steps.

• Add a summary box or TL;DR at the top or bottom of key pages.

By improving your structure, you’ll also improve your accessibility, bounce rate, and time on page; all of which still factor into search visibility.

3. Write with authority, backed by evidence and links

AI trusts content that sounds confident, well-sourced, and informed by data, not just opinion. Anyone can claim something, but reliable sources provide supporting evidence!

Why it works for AI search:

LLMs (large language models) are trained to value factual accuracy and rely more heavily on content that’s supported by stats, expert quotes, or reputable references. This helps them avoid making things up and improves the quality of their output.

How to implement it:

• Back up key claims with data, research, or first-hand insights.

• Link to original sources, not just summary blogs or other aggregators.

• Use plain but confident language. Avoid phrases like “we think” or “perhaps”.

• Include expert quotes, industry benchmarks, or short case studies.

The more trustworthy your content appears, the more likely AI is to select it when generating answers, and so it becomes more likely to drive visibility, traffic, and ultimately, conversions for your brand.

4. Create content that’s useful at a glance

People (and AI) often decide in seconds whether your content is worth sticking with and reading. That’s why your most important insights need to be obvious, accessible, and fast to digest.

Why it works for AI search:

AI models aim to replicate human understanding, so they prioritise content that delivers immediate value. Pages that lead with clarity (think summaries, key takeaways, or feature comparisons) are more likely to be selected for AI-generated answers.

How to implement it:

• Add a “Too Long; Didn’t Read” (TL;DR) section or summary at the top of articles.

• Use intro paragraphs that clearly state who the content is for and what they’ll get.

• Embolden key sentences or phrases to help readers and models spot your main points quickly.

• For product pages, highlight specs, pricing, and value propositions clearly and near the top.

Another useful prompt you can use here is to think, if someone only read your first 100 words, would they still learn something useful?

5. Include citations and sources AI can recognise

Remember, it’s not just about what you say, but how verifiable it is. Trust is important. Clear, structured citations boost credibility with humans, and make it easier for AI to trace your claims.

Why it works for AI search:

AI prefers content that links to recognised sources, like studies, whitepapers, or authoritative sites. Cited content not only improves trust but helps models validate what they’re quoting, reducing the risk of hallucination.

How to implement it:

• Use full URLs when referencing external research or stats. Remember, anything from government sites, education platforms, or trusted publications are preferable.

• Where possible, use anchor text that clearly indicates the source (e.g., “according to this 2024 LinkedIn study”).

• Try to cite primary sources rather than third-party recaps.

• Add schema markup to help AI models parse your sources.

Think of proper citations as a behind-the-scenes signal of credibility and effort: both Google and AI models notice when you’ve done your homework, and they’re more likely to reward it.

6. Refresh and update content regularly

Stale content suggests neglect. AI tools favour recent, accurate information, especially in fast-moving industries like tech, sales, or B2B. Refreshing old content is an easy way to boost visibility, improve relevance, and show both users and AI that your insights are still worth trusting.

Why it works for AI search:

AI models crawl and rank content continuously. If your blog post hasn’t been updated since 2019, it’s less likely to be seen as relevant. Fresh content indicates that your site is not only active, but also authoritative and aware of new developments.

How to implement it:

• Set a reminder to revisit and revise core pages every 6–12 months.

• Update stats, links, and product references regularly.

• Use a “last updated” date on posts and pages - it’ll reassure both users and AI crawlers.

• Consider using tools like SurferSEO or Clearscope to identify outdated pages and content gaps.

Even a small update, like refreshing examples or swapping in a new stat, can keep your content AI-relevant. It doesn’t have to be difficult, but simple edits such as clarifying your headings, adding a recent quote, or linking to a new source can signal freshness and improve your chances of being surfaced in AI results.

7. Match search intent, not just keywords

It’s easy to chase high-volume keywords, but what matters more is understanding why someone is searching in the first place. Are they looking to compare tools? Solve a problem? Get a quick definition? That’s search intent.

Why it works for AI search:

AI models don’t just match words; they try to match meaning. If your content clearly satisfies the underlying question or goal behind a query, it’s more likely to be selected, especially in summarised results or answer boxes. 

How to implement it:

• Review the search results page (SERP) for your target query. What kind of content ranks? What format is it?

• Categorise content by intent: informational, transactional, navigational, etc.

• Use the “People Also Ask” sections in Google as clues for related intents you can also focus on answering.

• Structure pages to address different user goals in clear sections (e.g., What is it? How does it work? Who is it for?).

Once you understand search intent you can tailor your content to deliver exactly what the user is looking for, whether that's a quick definition, a step-by-step guide, or a product comparison, making it far more likely to be featured in AI-generated answers.

8. Use natural language that mirrors user prompts

When people type or speak to AI tools, they tend to use full, conversational questions, not just keywords. Your content should reflect that tone to feel more relevant and readable.

Why it works for AI search:

LLMs like ChatGPT or Google's SGE are trained on natural language patterns. This means that content that sounds similar to how users phrase their queries is more likely to be recognised, quoted, or linked.

How to implement it:

• Use headings written as questions (e.g., “What does this tool do?” or “Why is this important?”).

• Mirror phrasing from tools like Google Search Console, AnswerThePublic, or even Reddit threads.

• Avoid robotic keyword stuffing, instead aim for a human, conversational flow.

• Write like you're answering someone’s question in an email or Slack message.

AI search is getting more human—so write like one. It’s all too easy to fall into the trap of writing for algorithms, but the best results come when you write with clarity, empathy, and a real person in mind.

9. Be the original source, not just an aggregator

While summarising other content has its place, AI tools are trained to identify and reward original contributions. Whether that’s data, opinion, or methodology, being the first to say something matters.

Why it works for AI search:

AI doesn’t just look for repetition, it looks for novelty. Unique insights, firsthand experience, or proprietary data give your content an edge when models are deciding what to surface or summarise.

How to implement it:

• Share original research, stats, or survey results if you have them.

• Add commentary, analysis, or personal examples to common industry topics.

• Include screenshots, internal frameworks, or process breakdowns others can’t copy-paste.

• Use interviews or quotes from internal subject-matter experts, especially if they’re not published elsewhere.

When your content adds something new to the conversation, AI has a reason to pay attention.

10. Experiment with new AI surfaces (e.g. Chat Plugins, SGE Results, Bing Copilot)

AI search is evolving fast. New formats like Google’s Search Generative Experience (SGE), Bing Copilot, and ChatGPT plugins are opening fresh ways to appear in front of buyers.

Why it works for AI search:

These new surfaces often reward structured, specific, and well-tagged content, and because competition is still relatively low, early adopters can build visibility fast.

How to implement it:

• Optimise for featured snippets and AI summaries using tools like Clearscope, Frase, or SurferSEO.

• Explore schema markup like FAQs, HowTo, and Product to feed AI-rich results.

• Submit content to platforms that feed AI tools, like Quora, Reddit, or niche directories.

• If relevant, experiment with building or integrating with ChatGPT plugins or other AI apps.

AI search isn’t just a trend, it’s a growing ecosystem that’s reshaping how people discover and trust information. The sooner you adapt your content for these evolving tools, the better positioned you'll be to stay visible, valuable, and ahead of the curve.

Bonus tips to go the extra mile in AI search

Once you’ve nailed the fundamentals, these extra tactics can help you stand out even more in AI-generated answers, featured snippets, and other zero-click results. Think of them as the finishing touches that help machines really understand what you’re saying, and make it easier for them to serve your content when it matters most.

Use schema markup for better machine readability

Schema markup is structured data you can add to your content’s HTML to help search engines understand what it’s about. AI models and search engines rely on context to interpret pages. Schema gives them clear, structured signals, like whether your page is a recipe, a product, an FAQ, or a how-to guide. It increases your chances of being featured in rich results and summarised answers.

Use tools like Google’s Structured Data Markup Helper or plugins like Yoast or RankMath to add schema without coding. Prioritise FAQ, HowTo, Article, and Product markup depending on your content type.

Build topical authority across related posts

Instead of publishing one-off pieces, build clusters of high-quality content around a specific theme or topic. AI systems favour trusted sources that demonstrate consistent depth on a subject. When your site has multiple posts covering a topic from different angles, it signals authority, expertise, and relevance.

Map out related content ideas around a core topic and interlink them strategically. For example, if you’re writing about B2B sales intent, also cover buyer signals, account prioritisation, and outreach strategy. Try to create a mini digital library of content and resources that will reinforce your authority.

Optimise for zero-click answers

Zero-click results are summaries that appear directly on the results page, so users don’t have to click through. AI-generated answers often pull from this same kind of content. If your content is written in a way that clearly and directly answers common questions, AI models are more likely to feature it in summaries, snippets, or voice search responses.

To achieve this, use concise, structured formats like FAQs, bulleted lists, and direct definitions near the top of your posts. Answer questions like you would in a conversation - clearly and immediately.

Common pitfalls that undermine AI search performance

Even the best strategies can fall flat if they’re paired with outdated or shortsighted tactics. As AI search evolves, so do the rules, and clinging to old habits can actively work against you. Here are some of the most common missteps that content creators and marketers make when trying to optimize for AI-driven results, and how to fix them.

Mistake 1: Relying too heavily on keywords

Stuffing your content with keywords, or building pages around awkward keyword variations, might have worked in the past, but today’s AI models prioritise meaning, not repetition. Over-optimising for keywords can make your content sound unnatural and turn off both readers and search systems.

What to do instead:

Focus on clarity and intent. Use natural language that mirrors how people ask questions, and aim to answer those questions in plain English. Think about how someone might phrase a query in voice search or ChatGPT, and structure your content accordingly.

Mistake 2: Publishing thin or generic content

AI tools are great at recognising patterns and if your content reads like a copy of what’s already out there, it’s unlikely to be surfaced in summarised results. Thin content (low word count, vague ideas) gives AI nothing unique to latch onto.

What to do instead:

Offer substance. Include original insights, examples, stats, or real-world applications. Make your content worth referencing by saying something new, helpful, or unusually clear.

Mistake 3: Ignoring user experience and design

It’s not just what you say, it’s how you present it. If your page is cluttered, slow to load, hard to read on mobile, or missing clear headings, users (and AI) are more likely to bounce. Poor UX signals lower value, no matter how good your copy is.

What to do instead:

Make your content skimmable, responsive, and easy on the eyes. Use short paragraphs, clear subheadings, and bullet points. Prioritise fast load times and mobile-friendly layouts - Google’s and AI’s crawlers notice.

Mistake 4: Failing to track AI-specific visibility

Traditional SEO metrics (like ranking position or organic clicks) don’t always tell the full story anymore. If you’re not tracking how your content appears in AI-generated summaries, ChatGPT plugins, or tools like Google’s SGE, you could be missing out on a whole layer of visibility.

What to do instead:

Explore AI visibility tools like AlsoAsked, Glasp, or SGE preview dashboards. Keep an eye on whether your content appears in featured snippets or “zero-click” answers and adjust your strategy accordingly.

The bottom line: how to stay ahead in AI-powered search

AI search isn’t something we need to worry about in a distant future, it’s already shaping how people discover and trust content today. From summarised answers to intelligent ranking systems, the rules are shifting fast, but that’s not a reason to panic. It’s an opportunity.

By focusing on clarity, structure, and usefulness, you’re not just improving your chances of showing up in AI-powered results, you’re creating better content for real people, too. And that’s the kind of content that wins, no matter what the algorithm looks like.

Somewhere along the way, the rise of SEO made many forget that people, not just search engines, are the audience. But AI is flipping the script. Ironically, it’s AI (and what it’s looking for) that’s bringing the human element back to good content. When we write for people and serve their needs first, we win twice: once with our audience, and again with AI. AI is not the audience, it’s the gatekeeper to your audience.

So don’t wait. Start implementing these strategies now to future-proof your SEO, boost visibility, and build a presence that’s ready for whatever comes next.