AI Search & SEO

How to Optimise Your Website for AI Search in 2026

By Groundwork Co.Published October 18, 202618 min read

Diagram of a website connected to crawling, indexing and AI-generated search answers

By Groundwork Co. | Reviewed October 2026

You have a website. The pages are decent, your services are clear, and you have published a few blog posts. Yet enquiries are thin. When you type a question your ideal client would ask into Google, a summary sits at the top of the page, and it points to other people’s websites.

That is where a lot of founders, small teams and marketers are right now. Search has not gone away, but part of it has changed shape. Google shows AI-generated overviews for many queries, and people also ask questions inside chat-style tools. Your site can be useful and still be missed in both places if search systems cannot easily find it, understand it or trust it.

This guide covers AI search optimisation: what it means, what Google itself says matters, and a practical plan you can start this week. One honest caveat first. Nobody can promise you a place in an AI answer, and we won’t. What we can show you is the groundwork that makes your site easier to find, easier to understand and easier to trust.

The short version: Google says its generative AI features sit on top of its normal Search systems. So the basics still do most of the work: genuinely useful content, pages Google can crawl and index, a clear site structure, and a trustworthy business behind the site. Most “AI SEO” tricks add little on top of that.

What Is AI Search Optimisation?

AI search optimisation is the work of making your website easy for AI-powered search experiences to find, understand and, where appropriate, reference. Those experiences can summarise information from several sources, answer a question directly, and link to the pages they drew on.

It is not one tool or one setting. It is a mix of content quality, technical accessibility and credibility, and it overlaps heavily with ordinary SEO (search engine optimisation).

Whether your page shows up in an AI answer depends on the platform, the exact question, which sources are available at that moment and several other factors you cannot see. Treat visibility as something you improve the odds of, never something you control.

SEO vs GEO vs AEO: What Is the Difference?

Three terms get thrown around as if they mean the same thing. They don’t, though they overlap a lot.

Term	What it stands for	Main goal	Typical focus
SEO	Search Engine Optimisation	Be discoverable in search engines	Crawlability, content, links, page experience
GEO	Generative Engine Optimisation	Make useful content more likely to be understood, selected or referenced by generative AI systems	Original information, clear entities and claims, credibility signals
AEO	Answer Engine Optimisation	Give clear answers for question-based search and answer engines	Question headings, direct answers, concise formats

The overlap is the important part. A page that answers a real question clearly, loads properly, can be indexed and comes from a credible business helps with all three. If your SEO fundamentals are broken, for example your key pages are not indexed, polishing for GEO or AEO will not rescue them.

Google’s own position is worth knowing. Its guide to optimising for generative AI features says AEO and GEO are terms you may see used, but that from Google Search’s perspective, optimising for generative AI search is still SEO. That guidance is about Google. Other AI products have their own sources and rules, which is why we describe the concepts separately here.

How Google AI Overviews Affect Website Visibility

AI Overviews are AI-generated summaries that Google shows on some search results pages, with links to supporting pages. AI Mode is a more conversational experience for questions that need deeper exploration. Google’s documentation on AI features and your website says both can use a technique called query fan-out, which means running several related searches across subtopics to build an answer.

Here is what that means in practice. Say someone asks, “How do I get a research report done for my NGO’s donor pitch?” The system may quietly search for things like how donor decks are structured, what research NGOs usually include, and what such a report costs. Pages that cover those sub-questions well have more ways to be relevant than a page that only repeats the headline question.

A few points to keep straight:

Conventional results and AI references are different things. You can rank in the standard results and not be referenced in the AI summary, or the reverse. Treat them as two measurements.
Eligibility has basic requirements. Google says a page must be indexed and eligible to appear in Search with a snippet to be shown as a supporting link. Its AI optimisation guide also says a site must be included in Search generative AI features in Search Console. If someone on your team switched that off, you would not appear.
No guarantees. Google is explicit that meeting every requirement does not guarantee crawling, indexing or serving.
No special markup is required. Google says there is no special schema.org markup and no special file you need for these features.

Google also now lets you see how your site performs in these features. We cover that in the measurement section below.

10 Practical Ways to Optimise Your Website for AI Search in 2026

These are ordered roughly from most to least important. Items 1 to 6 and 9 are backed by Google’s official guidance for Search. Item 7 is useful for Search generally but is not required for AI features. Item 8 comes from Google’s helpful-content guidance, and item 10 is about measuring rather than ranking.

1. Publish original, helpful content that answers real questions

What it means: Content that adds something a reader couldn’t get from the first five results: your own data, process, experience, comparisons or judgement.

Why it matters: Google’s guide says unique, non-commodity content will likely influence your presence in generative AI search more than any other tip it lists. Content that restates common knowledge gives AI systems no reason to pick you.

What to do: For each priority page, ask what only you can say. Pull questions from client calls, WhatsApp enquiries and your inbox, then answer them with specifics.

Example: A small law firm could write about how a particular type of consumer complaint typically moves through the process, based on what its team actually sees, rather than a generic “5 things to know about consumer law” list. If you are a research-led business, this is also where doing real research first pays off. We wrote about that in why research should come before content.

2. Match search intent and cover the topic without padding

What it means: Work out what the searcher actually wants (to learn, compare, buy or find a provider) and build the page for that.

Why it matters: A page that answers a different question than the one being asked will struggle in any search system. Google also notes there is no ideal page length, so more words are not the goal.

What to do: Search your target query yourself. Note what kinds of pages appear and what questions the top results leave unanswered. Cover the related sub-questions a reader would naturally have next, then stop.

Example: For “how much does a website cost for a small business”, a reader wants ranges, what changes the price and what is usually excluded. A page that spends 600 words on the history of websites misses the intent.

3. Use clear headings, logical sections and meaningful lists

What it means: Organise pages the way a thoughtful person would: one main idea per section, headings that say what the section covers, lists only where the content is really a list.

Why it matters: It helps readers, screen readers and search systems alike. Google’s guide specifically recommends content organised in paragraphs and sections with clear headings. It also says you do not need to chop content into tiny pieces for AI.

What to do: Check each page by reading only the headings. If you cannot tell what the page says, rewrite the headings.

Example: Change “Our Approach” to “How we research your audience before writing any content”.

4. Strengthen the SEO fundamentals

What it means: Unique title tags, meta descriptions that describe the page honestly, sensible internal links, and relevant on-page content.

Why it matters: Google says its AI features rely on its core ranking and quality systems, and it lists making content easy to find through internal links among the fundamentals that still apply.

What to do: Give every important page a distinct title and description. Link to it from related pages using descriptive anchor text, not “click here”.

Example: From a blog post on market research, link to the matching service page with anchor text like “our research and content strategy service”.

5. Make sure important pages can be crawled and indexed

What it means: Search engines can reach the page, read it and add it to their index.

Why it matters: It is a hard requirement. A page that is not indexed cannot be a supporting link in Google’s AI features.

What to do: In Google Search Console, use URL Inspection on your top pages and review the Pages indexing report. Look for accidental noindex tags, blocked paths and soft errors.

Example: A site relaunch copies a staging setting that tells search engines not to index anything. Traffic drops and nobody notices for weeks. A monthly indexing check catches this.

6. Improve site architecture, canonicals and your XML sitemap

What it means: A clear page hierarchy, one preferred URL per page, and a sitemap that lists the pages you actually want indexed.

Why it matters: Duplicate or messy URLs waste crawling effort and muddy which page should be shown. Google lists reducing duplicate content among its technical recommendations.

What to do: Make sure every key page is reachable within a few clicks from the homepage. Set canonical tags properly. Keep redirected, noindexed and broken URLs out of your sitemap.

Example: If the same service page loads at both /services and /services/, pick one and make the other redirect or point to it.

7. Use structured data that matches what is on the page

What it means: Machine-readable markup (usually JSON-LD, using Schema.org vocabulary) that describes visible page content, such as your organisation, an article or a breadcrumb trail.

Why it matters: Google says structured data is not required for generative AI search and there is no special markup to add. It still helps with eligibility for rich results in regular Search, so it stays part of good SEO.

What to do: Mark up only what a visitor can see on the page. Validate it with Google’s Rich Results Test and fix errors.

Example: Organisation markup with your real name, logo and social profiles. Do not add review or rating markup for reviews that are not on the page.

8. Build credibility on the page and off it

What it means: Show who is behind the content and why they can be trusted: named authors, accurate information, cited sources, clear contact details and honest descriptions of what you do.

Why it matters: Google’s helpful, reliable, people-first content guidance asks creators to demonstrate experience, expertise and trustworthiness (the idea behind E-E-A-T). Clear business details also make it easier for systems to work out which entity you are, which is the idea behind entity SEO.

What to do: Add an author line and short bio, a visible “last updated” date, a proper About page, and links to primary sources for important claims. Keep your Google Business Profile accurate if you serve a local market.

Example: A policy research page that names the researcher, links to the original act or report and states when it was last checked.

9. Improve mobile usability, accessibility and Core Web Vitals

What it means: The page works well on a phone, can be used by people with disabilities, and loads and responds quickly.

Why it matters: Google’s guide includes good page experience and clear content-versus-clutter separation among its recommendations. Core Web Vitals are Google’s measures for loading (LCP), responsiveness (INP) and visual stability (CLS). The usual targets are LCP within 2.5 seconds, INP under 200 milliseconds and CLS under 0.1, measured on real visitors. See Google’s Core Web Vitals overview.

What to do: Run your key pages through PageSpeed Insights, compress large images, avoid pop-ups that cover content, and test on a mid-range phone, not just your laptop. If a template is the cause, that is a website development job, not a content one. This is where our website design and development work usually comes in.

Example: A homepage hero image served at four times the size it displays. Resizing it is often the single biggest speed win.

10. Monitor performance, referrals and conversions

What it means: Track what is actually happening instead of guessing.

Why it matters: AI features are still changing quickly. Evidence beats opinion.

What to do: Check Search Console monthly. Look at referral sources in your analytics, and track enquiries, calls and form submissions, since visits matter less than outcomes. Keep a simple log of changes you make so you can connect cause and effect.

Example: If a page gains impressions but few enquiries, the problem may be the page, not the visibility.

What is official, and what is just talk

Google’s guide calls out several popular tactics that you can skip for Google Search: creating llms.txt files, rewriting content only for AI systems, “chunking” content into tiny pieces, and seeking inauthentic mentions around the web. It says llms.txt files neither help nor harm in Google Search. If another service you care about asks for such files, creating one is your call. Emerging ideas such as making your site easier for browser-based AI agents to use are worth watching, but treat them as optional experiments, not requirements.

How to Structure Content for AI Answers and Featured Snippets

These formats make a page more useful to people and easier to lift an answer from. They do not guarantee a citation, a featured snippet or a rich result.

Answer the main question early. Put a plain two or three sentence answer near the top, then add the detail below.

Use question-style headings where people really ask the question.

How long does a market research report take?
What is the difference between a research report and a content strategy?
Do NGOs need a separate brand voice for donors?

Write direct answer paragraphs. Example: “A standalone market research report usually takes one to three weeks, depending on scope, the number of sources and how much primary research is involved.” One clear statement, then context.

Use numbered steps for processes. If a reader is going to follow it in order, number it.

Use a table for real comparisons. For example:

	Market research report	Content strategy
Purpose	Understand audience and market	Plan what to publish and why
Output	Insights and recommendations	Calendar, themes, voice
Best for	Before positioning decisions	After research is clear

Add an FAQ section only when readers genuinely ask those questions. Keep the answers short and honest.

Technical SEO Checklist for AI Search Readiness

Use this as a monthly check. Crawl access and indexing rules differ by platform, so do not assume one setting covers every AI product.

[ ] robots.txt: Key pages and resources are not blocked for Googlebot. Google’s crawler documentation describes its user agents and control tokens; read it before blocking anything. Other search and AI products use their own crawlers and policies, so check each one you care about.
[ ] Firewall and CDN: Bot protection is not accidentally blocking crawlers you want.
[ ] XML sitemap: Lists only indexable, canonical, 200-status URLs, and is submitted in Search Console.
[ ] Canonical URLs: Each page has one preferred version, and duplicates point to it.
[ ] Indexability: No stray noindex tags on pages that should rank. Preview controls such as nosnippet limit how your content can appear, including in AI features.
[ ] HTTP status codes: Live pages return 200, moved pages use proper redirects, removed pages return 404 or 410.
[ ] Internal linking and hierarchy: Important pages are linked from the homepage or main navigation, and no key page is an orphan.
[ ] JavaScript: If content loads via JavaScript, confirm it appears in the rendered page in URL Inspection.
[ ] Mobile and speed: Pages pass the basics on mobile. Check Core Web Vitals in Search Console.
[ ] Structured data: Valid, matches visible content, no spammy or irrelevant types.
[ ] Search Console: Site verified, no manual actions or security issues, and your property is included in Search generative AI features.
[ ] Server logs or crawl stats: On larger or busier sites, review the Crawl Stats report or server logs for crawl errors and wasted crawling.

Common AI SEO Mistakes to Avoid

Mass-publishing thin, repetitive AI-generated pages. Google’s guide warns that creating pages for every query variation primarily to manipulate results can violate its scaled content abuse spam policy.
Keyword stuffing. Repeating a phrase doesn’t make a page more relevant. Systems understand synonyms and meaning.
Separate pages for minor keyword variations. One strong page beats five near-duplicates.
Schema that doesn’t match the page. Markup must describe what visitors see.
Blocking crawlers without understanding the consequences. Blocking Googlebot removes you from Search and, with it, its AI features. Blocking a training-related token is a different decision with different effects.
Treating FAQ schema as a shortcut. Since 2023, Google has limited FAQ rich results to well-known government and health sites. Keep helpful FAQs on the page, but don’t expect markup to do the work.
Buying backlinks or making authority claims you can’t back up. Both can hurt trust.
Expecting overnight results. Indexing and serving are never guaranteed, and AI answers vary.
Ignoring the human visitor. If the page is annoying to use, optimising it for machines is wasted effort.

How Small Businesses Can Start With AI Search Optimisation

If you have limited time and budget, do this in order.

First 7 days: audit

List your 10 to 15 most important pages: services, key blog posts, contact.
Check each in Search Console: indexed or not, and any errors.
For each page, write down the question it should answer and whether it does.
Confirm robots.txt and sitemap aren’t blocking or misleading anything.

First 30 days: fix and improve

Repair indexing, canonical and redirect issues first.
Rewrite weak titles, descriptions and headings on priority pages.
Add internal links between related pages.
Improve the two or three pages closest to enquiries: add specifics, real examples, an author and a last-updated date.
Fix the worst mobile and speed problems.

Ongoing

Publish one genuinely useful piece a month from real client questions, rather than daily filler.
Review Search Console and enquiries monthly.
Update older pages when facts change.

None of this promises a specific ranking or traffic number. It makes your site easier to find and easier to trust, which is the part you control.

Frequently Asked Questions

What is AI search optimisation?

It is the practice of making your website easy for AI-powered search experiences to find, understand and reference. It combines useful content, technical accessibility and credibility, and it builds on normal SEO.

Is AI search optimisation different from SEO?

Mostly it is SEO with extra attention to clear answers, original information and trust. Google says that, for its features, optimising for generative AI search is still SEO. Other platforms may behave differently, so measure rather than assume.

How do I optimise my website for Google AI Overviews?

There is no separate method. Make sure your pages are indexed and eligible to show with a snippet, create original and helpful content, keep a clear technical structure, and check that your site is included in Search generative AI features in Search Console. Inclusion is never guaranteed.

Does schema markup help with AI search?

Google says structured data is not required for its generative AI features and that no special markup exists for them. It is still worth using accurate markup for regular rich-result eligibility. Wrong or misleading markup does more harm than none.

Can small businesses benefit from GEO and AEO?

Yes, mainly because the work is the same good practice: clear answers, original insight and a trustworthy site. A small business with real expertise in a niche can compete on specificity, which large generic sites often lack.

How long does AI search optimisation take?

There is no fixed timeline. Google says indexing and serving are not guaranteed, even when everything is in order. As a practical rule, give changes a few months before judging them, and track enquiries along with impressions.

Can AI-generated content rank on Google?

It can, but how it is made is not the test. Google’s guidance on AI-generated content says the content must meet its quality standards, and mass-producing pages to manipulate rankings breaks its spam policies. Use AI as a drafting aid, then add real expertise and check every fact.

How can I measure AI search visibility?

In Google Search Console, use the Generative AI performance report. Google launched it in June 2026, and says it shows impressions, pages, devices and dates for your content in AI Overviews and AI Mode; Google’s announcement says it reached all websites worldwide as of 31 August 2026. Bing has also announced an AI Performance report in Bing Webmaster Tools. Beyond that, watch referral traffic in analytics and, most importantly, enquiries and conversions. Be cautious with third-party tools claiming to show insider Google data; Google says no third-party tool has access to its internal systems.

Conclusion

The lesson from Google’s own guidance is simple: there is no secret layer for AI search. The things that make a site worth surfacing in AI search optimisation are the things that have always made a site worth visiting: original, useful content; pages search engines can reach and index; a clear structure; and a business people can trust.

Start with the audit, fix what is broken, improve the pages closest to enquiries, and measure honestly. That is slower than chasing a trick, but it holds up when the interface changes again.

Want to improve your website’s search visibility?

Groundwork Co. helps businesses build a stronger digital foundation through research, SEO-focused content strategy, website development and practical digital support.

Explore our services at groundworkco.in and identify the right next step for your business. If your content needs research behind it first, see our research, content strategy and pitch deck service.