AI Search Optimization: Why Brands Should Get Ahead Now (+How to Do It)

“What is AI search optimization?” Marketers and startup founders everywhere are asking each other this question—and for good reason. 

For years, Google was the go-to search engine. When a user needed an answer, they’d type a few search queries into Google and scan the search engine results.

But artificial intelligence is shifting search behavior. Zero-click searches, or searches where users get answers directly from powered search engines without clicking a link, are on the rise.

While Google search hasn’t completely fallen and SEO still currently reigns supreme, for brands, that means it’s time to think beyond traditional SEO and develop a comprehensive generative engine optimization (GEO) and answer engine optimization (AEO) strategy.

In this post, I’ll walk you through a few quick ideas you can add to your content marketing strategy to target AI search optimization.

Key Takeaways:

• AI search optimization is the next evolution of search engine optimization, and early adopters have the advantage.
• A strong content creation strategy across blogs, podcasts, videos, and forums is essential for visibility in AI-powered search engines.
• Startups can improve rankings in engine results pages by combining structured data, keyword research, and multi-channel SEO strategies that align with user intent.

What is AI search optimization?

TL;DR: AI search optimization is the process of making your content easy for AI-powered search engines to find, understand, and feature it in search results.

Unlike traditional SEO, which focuses mainly on Google search rankings, AI search optimization adapts your strategy for generative engine optimization (GEO) and answer engine optimization (AEO). These systems use natural language processing and artificial intelligence to deliver summaries instead of just listing links.

That means if your website isn’t a cited source, you might not appear in engine results pages at all. As AI search becomes more popular with users, this is bad news for brands that fail to adapt their marketing strategy.

What is AI search optimization called?

Quick answer: AI search optimization is often interchangeable with the terms “generative engine optimization” or “answer engine optimization”, depending on the platform.

GEO in digital marketing emphasizes results from generative AI (think ChatGPT), while AEO focuses on answer-first AI like Google’s AI Overview.

In practice, your SEO strategies for both are similar: create structured, authoritative content that’s easy for search engines to parse and summarize.

How to do AI search optimization

TL;DR: Treat AI search optimization as an extension of your core SEO strategy, with added focus on structured, multi-format content.

I think it’s important to call out that as of August 2025, no one is a true AI search optimization expert. However, many marketers have been testing AI search strategies and sharing what they’ve learned. 

Here’s what we know so far about how to do AI search optimization.

1. Create structured, high-quality content on your own website.

I’ve spoken with a few early-stage startup founders who have asked me, “Is blogging dead?” While I understand the reasoning behind this question, you still need a blog.

SEO is still massively important, and your blog is a great strategy to focus on creating rich, high-quality content aimed at dominating the SERPs.

The biggest reason for this? AI algorithms pull information straight from Google. So, if you’re not showing up in Google’s search results, your brand will be invisible in AI search, too. 

Here’s how you should structure your blog posts:

• Use clear headings, bullet points, and structured data.
• Answer common search queries in plain language.
• Include keyword research terms naturally in your copy.

AEO writing is not much different than SEO content writing. Instead of focusing on stuffing as many keywords as you can into a blog post, consider the person reading your content. Think about the questions your audience has, and then do your best to provide a comprehensive answer.

A strong answer influences the AI summary. And it also provides audience members who discover your brand through other sources with an in-depth explanation, demonstrating your understanding of their world. 

Remember: Content has to come from somewhere. If you’re not creating and sharing, your competitors will, effectively pushing your brand to the shadows without you putting up a fight.

2. Appear on other channels to expand your authority footprint

Currently, it seems AI search draws information from multiple sources, not just blog posts that rank in Google. AI engines scrape podcast transcripts, YouTube transcripts, LinkedIn posts, and content from other places where it’s shared.

That means you need to think creatively about how to establish authority on owned and non-owned channels. 

Here’s what to do. 

1. Become a guest on podcasts and industry events

In the past, backlinks on other sites were crucial for establishing domain authority and influencing the SERPs. However, AI search engines pick up casual brand mentions, even with a backlink to your website. 

If you have a copy of Dale Carnegie’s How to Win Friends and Influence People, dust it off. Industry connections are essential, so you’ll need to work to create and maintain relationships with those within your space. 

The more you can put your brand in a favorable position with others (meaning, the more it’s naturally mentioned), the higher chance you have of gaining that coveted AI search spot.

Pro tip: Reach out to podcast hosts to see if you can be a guest on their show. Most podcast hosts post show notes and transcripts on their blog, so these casual mentions of your brand will help your AI search optimization strategy.

2. Collaborate with content creators and other brands.

Co-created content is another great way to mention your brand on various non-owned channels naturally. 

Industry reports are huge, often receiving mentions on blog posts, LinkedIn posts, and YouTube videos for years after the initial publication date. With each mention of an industry report, your brand gets a nice little boost.

Pro tip: Reach out to other brands to float the idea of co-creating content with the intent to share it across all owned channels. You’ll both benefit from appearing on each other’s spaces, helping to increase both brands’ awareness and authority.

{Need to send a cold pitch? Check out this cold pitching guide.}

3. Cross-post video content to platforms like YouTube

Speaking of cross-posting on other channels, you’ll want to take a good look at your repurposing strategy.

I’m not claiming to be an expert, but early findings suggest that AI search engines heavily rely on video transcripts. An easy way to get your brand mentioned in video transcripts is to start your own YouTube channel (or bring your channel back from the dead).

Alternatively, you can work to get your brand mentioned in your peers’ video content. But starting your own channel is easier.

Pro tip: Have someone on your team record a quick video talking about your latest blog post. Use an AI tool like ChatGPT to create a script quickly, and lightly edit it to sound more human. Record your video, optimize for YouTube SEO, and post it.

Remember: the goal isn’t perfection, it’s authority. Don’t worry so much about polishing your video if you’re short on time. Polished and raw videos both have a place in your content marketing strategy. 

{Considering diving into thought leadership? Check out these examples of brands nailing thought leadership content.}

4. Integrate your brand into community-driven platforms like Reddit.

AI tools scrape information from communities and online forums, so integrating your brand into these spaces can influence your mentions in AI search results. 

Reddit and most community forums often have strict posting rules. That means you can’t roll in and start talking about your brand like you would on LinkedIn. You’ll likely get banned on the grounds of “spamming the community.”

You’ll need to think about your Reddit marketing strategy differently. Instead of mentioning your brand continuously, provide helpful answers, and naturally mention your brand only when it’s appropriate. 

Something to keep in mind: Reddit marketing is the long game. But since Reddit threads stay active for years, posting to these threads is a smart strategy for your AI search optimization efforts.

{Pssst… Using ChatGPT’s Agent to mine information from Reddit is a creative way to inform your customer-driven marketing strategy.}

Is SEO still relevant in 2025 with the rise of AI-driven search?

AI search changes everything, but SEO isn’t disappearing. AI search optimization is the natural next step in digital marketing, and it’s helpful to think of it as another layer to your existing strategy. 

The strategies that work today are clear content, fast-loading sites, and smart keyword research. The difference is that you now have to think about how AI-powered search will read, interpret, and rank your site.

And that means, you’ll need to get creative with how and where you talk about your brand.

TL/DR: How to improve search engine optimization in the AI era

• Keep what works from traditional SEO but adapt for AI’s summarization models.
• Optimize for rich results, and include FAQs or how-to snippets.
• Publish authoritative information regularly across channels.
• Make sure your site loads quickly on mobile.
• Create partnerships with other brands to increase natural brand mentions.

AI Search Optimization is Here to Stay

As AI search optimization dominates the conversation, remember this: it’s not a replacement for traditional SEO. AEO (or GEO) is an upgrade to your existing SEO strategy. 

It’s clear that the startups that start adapting now will own more engine results when AI-powered search becomes the default for billions of users. Although that might not be for a while, behaviors are changing fast. It’s a smart idea to get a handle on your AEO strategy now, especially as new information is tested and becomes available. 

If you want to dive deeper into AI search optimization strategies for startups, check out my latest podcast episode. Found in AI is a podcast dedicated to talking about AI search trends, discussing practical optimization tips, and testing SEO and AEO strategies for the next wave of search engines.

And, soft promo: if you need help with your content strategy, email me at cassie@cassieclarkmarketing.com.

FAQ: AI Search Optimization in 2025

What is AI optimization?

AI optimization in content marketing means aligning your search optimization efforts to target AI search engines. While similar to search engine optimization, AI search optimization requires a broader content marketing strategy to win natural brand mentions and position your brand as an authority in your space. 

What is search engine optimization in digital marketing?

In digital marketing, search engine optimization is about improving site visibility in search engine results through content, structured data, and technical improvements. AI search optimization builds on this by ensuring your SEO strategies work in AI-driven search results, not just on Google search.

Does Google use AI in search?

Yes, Google integrates AI into its search algorithms and Google AI Overviews, reshaping engine results pages. This means AI-powered search will increasingly 

answer search queries directly, so your goal is to be a cited source in those answers.

Which AI search optimization tool is most intuitive?

The “best” tool depends on your site, niche, and SEO strategy. For startups in 2025, promising tools include Surfer SEO for AI content optimization and Frase for AI-driven keyword research. It’s important to remember that an AI-powered tool doesn’t replace the humans behind your content engine. You still need human oversight.

What’s the future of artificial intelligence in search engine optimization?

It’s predicted that AI will continue to shape search engine ranking factors, prioritizing user experience and authority over keyword density. Expect search engines to reward content creators who:

•  Publish multi-format content, like text, video, and audio, 
• Use structured data consistently.
• Provide clear, trustworthy information for AI-driven results.

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