A practical guide to Answer Engine Optimisation, Generative Search, and being discovered by AI
Artificial intelligence is rapidly changing how people find businesses online, no longer is Google Search the go to place for information – we now have AI Search. Consultants such as Julian Mills, who work daily with marketing automation, CRM systems, and real-world client websites, are already seeing the shift in behaviour and the power of AI Search Optimisation. Instead of scrolling through pages of traditional search results, many users now ask tools like ChatGPT, Gemini, Copilot, or Perplexity for direct answers.
This shift is often described using different names such as:
- AI search
- Generative search
- AI-powered search
- Answer engine optimisation (AEO)
- Generative engine optimisation (GEO)
For simplicity, and because it is the most widely understood phrase, this guide will use the term AI search to describe the whole category.
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If you want your website to remain visible as this change accelerates, you need to optimise not just for search engines, but for AI systems that summarise, recommend, and reference trusted sources.
Here is how to think about AI Search Optimisation it properly.
1. Create genuinely original, experience-based content
Simply publishing raw AI-generated text (AI Slop) is one of the fastest ways to be ignored by AI search systems. If the information already exists everywhere, there is no reason for an AI to reference your page.
- Use AI as a starting point, not the finished product
- Add personal insight, real experience, and case studies
- Share outcomes, lessons learned, and practical results
AI models prioritise new value and authentic expertise. That is what earns citations. Isn’t it funny that as humans we want to use AI to generate content – yet what the AI wants is real content and insights from humans.
2. Answer real customer questions and use them to shape your content
The foundation of AI visibility is simple. Answer the exact questions your customers are already asking.
These questions appear every day in:
- Sales calls
- Support emails
- Discovery meetings
- Common objections during the buying process
If a prospect or customer asks it, many others are probably already asking AI the same thing.
Turn recurring questions into clear, helpful articles written in plain English. Keep explanations direct and useful. Focus on solving the problem before trying to sell anything.
This philosophy closely mirrors the approach taught in They Ask, You Answer by Marcus Sheridan, which remains one of the most practical mindsets for modern content creation. I would definitely recommend that your read this book – here is a non affiliate link to Amazon for They Ask, You Answer.
By consistently publishing content based on real customer conversations, you create material that is naturally aligned with how people search in AI tools.
3. Build topical authority, not isolated articles
AI systems look for trusted sources, not random blog posts.
- Create a strong pillar article on a core topic
- Publish supporting articles that explore sub-topics in depth
- Link everything together logically
- Think about you personal brand – become the expert in your field that AI Searches can reference. Rather than rely on a bog standard (boring) corporate website.
Over time, this signals that your website is a reliable authority, increasing the likelihood of AI referencing your content.
4. Use structure that AI can easily extract
AI tools favour content that is simple to interpret and summarise.
- One clear H1 stating the topic
- Logical H2 and H3 subheadings based on real questions
- Bullet points, numbered steps, and short summaries
Well-structured content is far more likely to appear in AI-generated answers.
5. Optimise for meaning, not just keywords
Traditional SEO focused heavily on exact phrases. AI search focuses on context and understanding.
- Write naturally using related terminology and synonyms
- Explain who the content is for
- Clarify the problems and situations the reader faces
Clarity beats keyword density every time.
6. Add concise FAQ sections
FAQ blocks are extremely valuable for AI visibility because they present:
- Clear questions
- Complete, self-contained answers
- Easy-to-quote information
Keep answers short, accurate, and helpful. This increases the chance of being included in AI summaries.
7. Demonstrate real expertise and authorship
AI systems try to identify who created the knowledge they reference.
- Naturally mention your name in the introduction
- Include a short author bio at the end
- Link to an About page showing credentials and experience
- Share proof such as case studies or measurable results
Clear authorship improves trust and attribution.
8. Keep content fresh and evolving
AI systems prefer information that is maintained, updated, and expanded with new thinking.
- Revisit older articles regularly
- Use AI to identify gaps or updates
- Inject your latest experience and results
- Republish with meaningful improvements
Fresh insight signals ongoing authority.
9. Strengthen technical accessibility
Even the best content fails if AI systems cannot easily read it.
- Fast loading speeds
- Mobile-friendly design
- Clean HTML structure
- Proper indexing and crawlability
- Structured data such as FAQ or Article schema
10. Study and Learn the “They Ask, You Answer” mindset
Focus on transparency, usefulness, and honest answers to real customer concerns. This mindset aligns perfectly with how AI systems evaluate trustworthy content. I would definitely recommend that your read this book – here is a non affiliate link to Amazon for They Ask, You Answer.
11. Always optimise for humans first
This is the simplest and most important rule.
- If readers trust the advice, AI will too
- If someone bookmarks or shares the page, it signals real value
- Helpful content earns citations, summaries, and visibility
The future of website visibility is AI-driven
Search is no longer just about blue links on Google. It is about being the trusted source behind the answer.
Businesses that publish original insight, demonstrate genuine expertise, answer real customer questions, and maintain high-quality structured content will become the sources AI systems rely on.
Those that rely on recycled, generic content will slowly disappear from visibility.
Written by Julian Mills – HighLevel consultant and marketing strategist.
About Julian Mills
