How to Rank on AI Search Engines: The Complete 2025 Guide

AI-powered search engines, such as Perplexity, ChatGPT, Gemini, Copilot, are transforming the way people discover information online. Unlike traditional search engines that display a list of links, these platforms generate direct answers, pulling content from multiple sources and weaving it into a single response.

As a digital marketing agency, we’ve watched the conversation with our clients evolve. Where once the priority was getting to the top of Google’s first page, the question we hear now is very different: ‘How do we make sure our content is chosen and cited by AI?’ This shift demonstrates just how quickly search is changing. Like many of us, you’ve probably gone from asking Google to asking AI because it’s faster, more direct and more relevant to you as an individual. That’s exactly why it’s so important to adapt your digital strategy now.

This may seem slightly overwhelming... but do not fear! This blog unpacks what businesses need to know in order to rank in AI search engines, why traditional SEO foundations still matter and the new tactics you’ll need to adopt if you want your brand mentioned in AI answers.

What Makes AI Search Different?

Traditional search engines, like Google, have always worked by giving you a list of links to explore. AI search engines, however, aim to do the work for the user. Instead of showing ten results, they create a direct answer by pulling together information from different sources and presenting it as one summary, with references to where the information came from. In many cases, these responses may even adapt to the individual’s context. This means that two people asking the same question might receive slightly different answers based on their phrasing, follow-up questions or user profile.

So, How Can Businesses Optimise For AI?

1. Create “Answer-First” Content

AI search engines are designed to answer questions directly. That means your content should do the same. Instead of burying the answer halfway down the page, make sure you provide clear, direct responses at the top of your content.

For example, if you’re writing a blog post about “how to fix a leaking tap,” start with a short, plain-English answer that gives the essential steps. You can then expand into detail further down the page. This structure makes it easy for AI systems to pull your content into their summaries.

2. Strengthen Your Authority and Credibility

AI platforms don’t want to cite unreliable sources. They look for signals of trust, such as:

• Author expertise (is content written by someone with relevant knowledge?)
• Evidence and references (are claims backed up by reliable data or sources?)
• Mentions and links from other reputable sites.
• Reviews

Think of it as digital word-of-mouth: the more other trustworthy websites talk about you, the more likely AI is to view you as credible.

3. Make Use of Structured Data and Entities

AI search is looking to understand meaning, context and relationships between entities. Entities are “things” like people, places, organisations or concepts, and they form the building blocks of how AI interprets information. If your business isn’t clearly defined as an entity online, you’re far less likely to be recognised and cited in AI answers.

This is where structured data comes in. By adding schema markup to your website, you help search engines and AI models understand exactly what your content represents. For example, if you run a dental clinic, schema can highlight your business type, services, opening hours, location and even reviews. If you publish an article, schema can define the author, publication date and topic.

A useful way to think about it: traditional SEO is about telling Google your page is relevant; optimising for AI search is about teaching AI exactly who you are, what you do and why you’re trustworthy. The more context you provide through structured data, the easier it is for AI to connect the dots and choose your site as a reliable source.

4. Build Topical Authority

AI systems look for sources that demonstrate deep knowledge and consistency on a subject. This means that instead of publishing one or two surface-level blogs on a topic, your goal should be to build a library of content that positions you as the go-to expert in your field.

For example, let’s say you’re a landscaping company. Instead of writing a single post on “garden design tips,” you’d benefit from creating a content hub covering related areas in detail: sustainable garden layouts, seasonal planting guides, soil care, pest management, water features and so on. Each of these pieces interlinks and reinforces your authority, telling AI engines: this business really knows their stuff about landscaping.

So, when someone asks an AI, “What’s the best way to design a low-maintenance garden?”, your content has a much higher chance of being cited because the AI recognises you as a trusted authority with depth on the subject.

This approach also ties back to user trust: when clients or customers land on your site, they’ll see that you cover topics thoroughly, which makes them more likely to stay, engage and ultimately convert.

5. Build a Strong Digital Footprint Beyond Your Website

AI search engines scan the wider web to decide which sources are trustworthy and worth citing. That means your brand visibility across multiple platforms now plays a much bigger role in whether you’re chosen.

For example, if your business is regularly mentioned in industry news articles, has an active LinkedIn presence or is cited in local directories and trusted review platforms, those signals reinforce your credibility. AI systems recognise these brand mentions as proof that you’re part of the broader conversation, not just a single website trying to rank.

Practical ways to strengthen your digital footprint include:

• Getting featured in online publications and guest articles.
• Building partnerships that result in brand mentions across different websites.
• Encouraging customers to leave reviews on trusted platforms like Google Business Profile or Trustpilot.
• Maintaining an active, professional presence on social media platforms where your audience spends time.

The more touch points you create, the more data AI search engines have to pull from, ultimately increasing your chances of being cited as a reliable source.

Final Thoughts:

AI-powered search is changing how people find information but traditional SEO still matters and in fact, it supports AI optimisation. Basics like fast-loading pages, clear headings, relevant keywords, mobile-friendly design and high-quality content remain critical. These elements make your site understandable and trustworthy for both users and AI systems.

At the same time, AI search introduces new considerations. To be cited, your content should be structured clearly, define your business as an entity and provide concise, answer-focused information. A strong digital presence across websites, directories, reviews and social media also reinforces credibility in the eyes of AI.

The most effective approach is to combine standard SEO best practices with AI-specific strategies. This means maintaining a technically sound and user-friendly website while creating content that AI can recognise, understand and reference. By doing this, businesses increase their chances of being cited and improve overall visibility.

If you would like help with SEO for your business (standard or AI focused) Fountain Digital have a team of SEO experts who have years of experience working with hundreds of clients across different industries. To know more, please get in touch today!