AI SEO describes search engine optimisation in the age of artificial intelligence. Google AI Overviews, ChatGPT Search, Perplexity, Gemini and other generative search systems are changing the way users find and consume information. Companies must therefore learn how to make content visible not only to traditional search engines, but also to AI systems. This is primarily about optimising content for AI-supported search systems.
As the industry has not yet agreed on a standardised term, various terms are currently used.
The term AI SEO is not (yet) used uniformly. Depending on the context, it can refer to different developments relating to search engine optimisation and artificial intelligence. There are basically three different meanings:
AI for SEO
In this understanding, AI helps to implement SEO more efficiently. This includes the use of ChatGPT, Gemini or specialised SEO tools, for example for: Keyword research, content creation, content briefings, competitor analyses, technical analyses, etc.
While AI has long been seen primarily as a tool for SEO, the focus is increasingly shifting. With AI Overviews, ChatGPT Search, Perplexity and other AI search systems, visibility and citation in AI responses is becoming increasingly important. AI SEO therefore primarily refers to the question: "How can companies improve their visibility in AI-generated answers?".
This is why AI SEO is increasingly understood today as optimisation for AI-supported search systems. The use of AI for SEO processes remains important, but is only a small part of the topic. This glossary therefore focuses on the question of how companies can optimise their content for AI systems and improve their visibility in generative search environments.
| Criterion | SEO (Search Engine Optimization) | AI SEO | GEO (Generative Engine Optimization) |
|---|---|---|---|
Goal | Increase visibility in search engines | Improve visibility in search engines and AI systems; considered part of GEO and often used as a synonym for GEO | Increase visibility in AI-generated answers |
Focus | Organic rankings and traffic | SEO in the age of Artificial Intelligence | Mentions, citations, and source usage by AI systems |
Main Platforms | Google, Bing, Yahoo | Google, Bing, AI Overviews, ChatGPT Search, Perplexity, etc. | AI Overviews, ChatGPT Search, Perplexity, Gemini, Copilot |
Success Metrics | Rankings, clicks, traffic | Rankings, traffic, AI visibility | Mentions, citations, source visibility |
Optimization Goal | Be found for search queries | Be visible in search results and AI-generated answers | Become part of AI-generated answers |
User Behavior | Users click on search results | Users switch between search engines and AI systems | Users often consume the AI-generated answer directly |
Content Focus | Keywords and search intent | Search intent, entities, authority, answers | Answers, expertise, trustworthiness, citation-worthiness |
Role of Keywords | High | Medium to high | Medium |
Role of Entities | Important | Very important | Very important |
Role of EEAT | Important | Very important | Very important |
Role of Backlinks | Important | Important | Supportive for authority |
Role of Brand Mentions | Relevant | Highly relevant | Highly relevant |
Structured Data | Helpful | Important | Important |
Typical Question | “How can I rank higher on Google?” | “How can I become visible in search engines and AI systems?” | “How can I become part of the AI-generated answer?” |
Visibility is primarily achieved via positions in the search results Content is primarily optimised to achieve good rankings for relevant keywords and to encourage users to click on the website.
Visibility is increasingly created via mentions and references in AIs Content is optimised to be understood by AI systems, classified as trustworthy and used as a source for answers.
Search is changing fundamentally. For many years, search engine optimisation consisted primarily of appearing as high up as possible in the search results for certain keywords. Those who achieved good rankings were able to gain visibility, traffic and potential customers. However, this has changed rapidly in recent years: AI systems are increasingly taking on the role of information broker and advisor. Visibility is therefore increasingly shifting from search engines to AI systems. With this shift towards AI SEO or GEO, the evaluation criteria, or rather their weighting, are also changing compared to classic SEO.
Today, artificial intelligence is changing the way people search for information. Users are increasingly getting direct answers to their questions without having to search through numerous search results or visit multiple websites. Instead of simply displaying links, they generate their own answers based on different sources and prepare information in an understandable way. This creates new requirements for companies and content.
The central question is no longer just: "How do I reach position 1 on Google?", but increasingly: "How do I become part of the answer?". This development makes AI SEO a strategic topic for the future for many companies.
Standalone AI search engines and response systems that answer user questions directly and collate information from various sources.
AI functions that are directly integrated into traditional search engines and add generative answers to search results. These include the best-known extensions, such as
Users often receive answers before they even click on a website. This transforms the search from a list of links to a dialogue-oriented search experience.
Many systems now combine generative AI with real-time web search. This means that AI assistants that answer questions via chat interfaces increasingly refer to current web content. This includes, for example:
Processes from RAG and Grounding are used for search performance and quality assessment.
The exact systems and algorithms differ depending on the provider. Nevertheless, current developments show that AI systems often take similar signals into account. These include, among other things
AI systems search for content that answers a question as precisely as possible and at the same time appears trustworthy.
Many users assume that AI systems generate all of their knowledge themselves. In fact, most modern AI search systems are at least partially based on external sources. They draw on websites, databases, documentation and other content to generate answers.
This creates a new form of visibility: companies not only need to be found, they need to be recognised as a relevant source. This works particularly well if they become a source themselves, e.g. with unique content.
Even if the algorithms of Google, OpenAI, Perplexity or Microsoft are not fully public, clear patterns are already emerging. Many factors overlap with traditional SEO. Others are becoming significantly more important thanks to AI systems.
AI systems often favour content that deals with a topic comprehensively, correctly and comprehensibly. Particularly important are
If you publish superficial content, it is much more difficult to be perceived as a trustworthy source.
With the increasing importance of AI searches, the brand itself is becoming more relevant. AI systems appear to consider well-known and frequently mentioned sources more frequently. Among other things, this plays a role:
The stronger a brand is perceived as an authority, the higher the probability of being considered in responses.
Trust is one of the most important factors in modern search systems. Relevant signals can be, for example
AI systems are increasingly trying to assess whether a source appears credible.
Timeliness plays an important role, especially with dynamic topics. Content should therefore be checked and updated regularly. This is particularly relevant for:
Outdated content often loses visibility.
AI systems often favour content that answers specific questions precisely. Content should therefore be targeted at typical user questions.
Examples:
The clearer an answer is formulated, the easier it can be processed by AI systems.
Many AI systems favour content that deals with a topic comprehensively.
This includes
Instead of dealing with individual keywords in isolation, companies should prepare topics holistically.
A clear structure makes it easier for both users and AI systems to process information.
Helpful are, for example
Structured content is easier to interpret and cite.
Originality is a factor that is often underestimated. AI systems need sources that provide new information.
Particularly valuable are
Those who merely rewrite existing content often offer little added value.
Many AI answers are based on compact information modules. Therefore, important statements should be formulated as clearly as possible, e.g. "AI SEO describes the optimisation of content for AI-supported search systems and the use of AI to support SEO processes."
Such precise definitions are easier to reference than complex or unnecessarily long formulations.
Entity SEO is a central component of modern AI visibility. Entity SEO refers to the optimisation of content, brands, people or companies as clearly identifiable entities so that search engines and AI systems can better understand and classify their meaning, characteristics and relationships. While traditional search engines have long been strongly keyword-orientated, modern search systems increasingly understand entities and relationships (also known as semantic search).
An entity can be, for example
AI systems try to understand:
AI systems think more in contexts than in individual keywords. For example, they recognise that ChatGPT belongs to OpenAI, AI Overviews are provided by Google or GEO stands for Generative Engine Optimisation. Companies should therefore not only optimise keywords, but also strengthen their digital identity and thematic classification around the keywords.
Companies can strengthen their visibility as an entity both on their own website and via external signals.
On their own website
Beyond your own website
The more clearly search engines and AI systems can recognise what a brand, company or person stands for, the easier it is to classify them as a trustworthy entity.
An important factor for visibility in AI systems is digital authority. Google speaks of EEAT in this context:
Even if AI systems use different technologies, similar signals play an important role. AI systems often favour content from sources that are perceived as competent, trustworthy and relevant. Companies should therefore make their expertise visible, for example through
The more expertise and authority are recognisable, the higher the probability of being considered as a source.
In addition to the content on your own website, external signals play an important role. These include in particular
AI systems are increasingly trying to recognise which sources are considered relevant within an industry. Not only classic backlinks can be helpful here, but mentions (so-called brand mentions) of a brand, a company or a person on trustworthy websites also contribute to digital reputation. The more frequently a brand is mentioned in relevant contexts, the easier it is for search engines and AI systems to categorise its meaning semantically correctly.
In addition to optimisation for AI search systems, artificial intelligence can also support SEO processes. In-house SEOs and agencies use AI for example for:
This allows many work processes to be organised more efficiently. However, AI does not replace an SEO strategy or professional quality control. Successful search engine optimisation still requires human expertise, strategic thinking and a deep understanding of user needs.
AI SEO describes search engine optimisation in the age of artificial intelligence. With AI Overviews, ChatGPT Search, Perplexity, Gemini and other AI platforms, search is changing fundamentally. Companies must therefore learn to prepare content not only for search engines, but also for AI systems.
The basics remain the same: high-quality content, specialist expertise, strong brands, trustworthy sources and a good user experience. These factors are supplemented by GEO, entity SEO and digital authority. Those who understand early on how AI systems select and process information create the basis for long-term visibility in an increasingly AI-influenced search landscape.
AI SEO refers to search engine optimisation in the context of artificial intelligence. This includes both optimisation for AI search systems and the use of AI to support SEO processes.
AI SEO is the umbrella term for search engine optimisation in the age of artificial intelligence. GEO focuses specifically on visibility in generative search systems and AI-generated answers.
Key factors include high-quality content, subject authority, strong entities, trustworthy sources and high relevance to user queries.
Yes. Backlinks remain an important signal of authority and trust. At the same time, brand mentions and digital reputation are gaining additional importance.
No. The fundamentals of search engine optimisation remain relevant. AI SEO extends traditional SEO to include optimisation for AI search systems and generative responses.
The most important systems include Google AI Overviews, Google AI Mode, ChatGPT Search, Perplexity, Gemini, Microsoft Copilot and Claude with web search.
