How to Rank Higher in AI Search Results: Website and Content Optimization Tips

The way AI search engines work is different from traditional search engines. You cannot rank on AI engines like ChatGPT simply by targeting specific keywords. These search engines prioritize user intent and display content that is most relevant to the user's search queries. Now that zero-click searches and AI search engines are pushing down organic visibility of websites, it has become essential for SEO teams and website owners to pay some attention to generative engine optimization. To stay in the competitive race, your site must be optimized for AI search results. 

What is AI Search?

AI search refers to the search performed on AI search engines, such as ChatGPT, Perplexity AI, Google Gemini, Meta AI, etc. These AI engines provide answers to user queries based on their search intent, unlike traditional search engines that display results based on keyword targeting and other SEO factors. 

Though the accuracy of AI-generated answers and search results is still in question, these search engines are highly relied upon by modern searchers. 

So, can AI replace search engines? As of now, the answer to this question would be - No, AI cannot completely replace traditional search engines. AI overviews are not shown for all search queries, but for selected ones. Moreover, for in-depth information, users still have to go through the external websites referenced by these overviews. Even the best AI search engines like ChatGPT, Perplexity AI, Gemini, etc, use information from sources available on the traditional search engines like Google.

How Do AI Search Engines Work?

AI search engines are entirely dependent on the data they have been trained on. They analyze the vast amounts of data and display it for relevant search queries after understanding the user's intent. AI search engines use technologies like machine learning, natural language processing, etc, to understand the context of a user query and provide just the right answer that the user might be expecting. This is the reason why many users prefer AI search engines over traditional search engines now, as they get more direct and relevant answers.

How AI Works in Google Search Engine?

Google has its own intelligent search engine that analyzes all the sources available on Google and external websites to provide quick answers to user queries. This feature is called AI Overviews. When you search for something on Google, these AI overviews appear even before the top organic rankings, hence resulting in zero-click searches.

AI Overviews by Google 

You can see AI overviews for many search queries now. These overviews are generally displayed for conversation queries, question-based queries, and long-tail queries that are very specific. However, the number of search queries showing AI overviews has increased to a great extent in recent months. Now, 13% of all search queries show AI overviews. The percentage may vary depending on the category, type of search query, and other factors. 

Top AI Search Engines in 2025

Below are some of the top AI search engines that are most widely used in 2025:

- ChatGPT: This platform uses a conversational language and is popular for its human-like responses.

- Perplexity AI: Perplexity also uses a conversational model and is known for providing detailed answers to queries rather than just external links.

- Deepseek AI: The user base of Deepseek AI has increased to a great extent in recent months, making it a top AI search engine.

- Google Gemini: Gemini is Google’s AI platform, which is responsible for generative AI overviews that are displayed above organic rankings on Google’s SERPs.

- Bing AI (Copilot): This is an AI search engine by Microsoft Bing that is aimed at improving users’ search experiences through a conversational chat-like interface.

- Meta AI: Meta AI is accessible within popular social media platforms like WhatsApp and Instagram, making it another commonly used AI search engine among users today.

How to Optimize Your Website For AI Search Results?

To optimize your website for AI search results, you will have to focus on generative engine optimization along with traditional search engine optimization. Here’s how you can do SEO for AI search engines:

1. Understand How AI Search Algorithms Work

Before you proceed further to optimize your website for AI search engines, you should first understand the basics of how these AI search engines work and what factors they consider for linking to external sources. Here’s everything you need to know about the factors considered by AI search engines to display AI search results:

- Structured Data: Structured data or schema markup can help AI search engines understand the hierarchy of your content and categorize it properly. It helps search engines understand the relevance of your content and display it for the right search queries. Two popular types of schemas used in websites include the How-To and FAQ schema. These can help in structuring your website content in the right manner.

- Contextual Understanding: The most important thing to keep in mind here is to ensure contextual understanding in your content. AI search engines prioritize content that aligns with users' search intent. Therefore, your content should not just be of high quality, but also fulfil user intent. For this, make sure that you provide detailed answers to every search query. Along with direct answers to user queries, also include detailed explanations and reasoning.

Understand what the user might be expecting and include the same in your content. For example, if a user searches, ‘what does a dog look like?’, they clearly want to see an image of a dog. Rather than explaining the looks of a dog in text, include a relevant image in your content, as that’s what the user actually wants. AI overviews and search engines prioritize such content. 

- Detailed (But Relevant) Content: Another thing here is to include detailed explanations in your content. Your content should cover all relevant aspects of a search query. If you are targeting a particular keyword, make sure to include everything related to it in your content. For example, if your primary keyword is ‘xyz brand t-shirts,’ write content around the quality of xyz brand t-shirts, the price of these t-shirts, where these t-shirts are available, and everything relevant to it. 

2. Create High-Quality Content

Creating high-quality content is just as important as ever, or maybe we can say, it’s even more important now due to the increasing competition on SERPs. AI search engines prioritize content that demonstrates E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). Your content should not only be SEO-optimized, but it should also be well-written, accurate, up-to-date, and aligned with the user's search intent. 

To rank on AI search engines, you need to create AI-friendly content and keep in mind that AI prioritizes human-friendly content. So, if we say create AI-friendly content, it means creating content that aligns with user preferences and fulfills user intent. Keep in mind the following points when developing content for your website:

- Along with the main primary keyword, use semantic keywords to ensure that your content covers everything around a particular search query.

- The content should be written in a simple and easy-to-understand manner. Don’t make it too complex by using fancy vocabulary that humans can’t understand. Also, the sentences shouldn’t be too long.

- Keep updating the old content from time to time. Add the latest data to your content and update it as per modern trends because AI search engines prioritize fresh content.

- Focus on aligning your content with user intent. No matter how good the quality of content you have written, if it doesn’t fulfil user intent, it is of no use.

3. Focus on Long-Tail Keywords

Long-tail keywords are basically more specific search queries having low search volume. Such search queries often show featured snippets or AI overviews in SERPs. So, by targeting these long-tail keywords, you can increase your chances of appearing in the AI overviews or ranking on position zero. Long-tail keywords include question-based queries, detailed and specific queries, etc. For question-based queries, write direct and concise answers, and also include a detailed explanation of the same later. You can use the FAQ schema for this. 

4. Use Technical SEO & Schema Markup

Technical SEO also plays a crucial role in the overall performance and visibility of your website. As AI search engines also prioritize user experience, they will only link to websites offering a good user experience. So, if you want your website to be linked to by AI overviews as a reference, make sure that all the technical elements of your website are working properly. When it comes to technical optimization, you should take into account the following factors:

- Mobile Optimization: Most searches are conducted on mobile devices. So, in order to appear in AI search results, make sure that your website is optimized for different devices, including mobile phones. 

- Image Optimization: The images or other visual elements in your website should be of high quality and must not take too long to load. Try to reduce the file size without compromising the quality. Also, make sure that the image is optimized for multiple screen sizes. 

- Page Speed: The page load speed should be fast. Usually, pages that take more than four seconds to load are left by users, leaving a negative user experience. As mentioned earlier, AI search engines prioritize user experience, so pages with fast loading speeds are likely to perform better in AI engines. 

- HTTPS: Sites that do not use HTTPS security key are often considered less trustworthy by users, as well as the AI search engines. So, make sure that your site is secured with HTTPS if you are planning to improve your site’s generative AI SEO. 

5. Use Advanced Tools for Content Optimization

Content optimization includes various aspects. From keyword research to keyword incorporation, detailed outline, content format, etc, you need to take care of everything in order to make the content perform good on traditional as well as AI search engines. 

For keyword research, you can use advanced tools like SEMrush, Ahrefs, Google keyword planner, etc. For long-tail keywords and question-based queries, you can use tools like AnswerThePublic, which will help you identify all the relevant questions around a topic. 

Also, using AI-powered tools like ChatGPT for entire content generation might not be a good idea. But you can use these tools to create outlines, get creative ideas, and do basic research. Keep in mind that a human touch is important in the content. Therefore, the usage of these tools should be limited to ideation and outlining, but for writing, human writers are always the best choice. 

6. Keep in Mind That Ranking Still Matters

While the organic rankings have been pushed down by zero-click search results, including featured snippets, AI overviews, people also ask sections, etc, these still matter. Even AI search engines mostly prioritize websites that rank higher on Google or other organic search engines. 

As in the above image, you can see that two of the top organically ranking websites are also there among the sources linked by Google’s AI overviews. This is because sites that are ranking higher are considered more authoritative and trustworthy. 

Sites that rank higher on search engines have a higher chance of being referenced by AI overviews or other AI search engines. So, do not shift your focus entirely from ranking on search engines. A good website ranking is never going to harm you in any way. If anything, it will only benefit you directly or indirectly. 

What MadHawks’ SEO Experts Have to Say?

Creating high-quality content remains the key to ranking on AI search results. Don’t just focus on optimizing your content for specific keywords, but also on fulfilling user intent through your content. The content should be written in such a way that it directly answers user queries and also gives a detailed explanation of the same. For this, you should use schema markup like FAQ schema, How-To Schema, Article schema, etc, wherever relevant. 

While doing all this, do not forget that organic rankings still matter. Most of the sites referenced by Google’s AI overviews are among top top-ranking sites as they have higher authority. So, rather than completely shifting your focus from traditional SEO to SEO for AI, our SEO experts at MadHawks recommend following an integrated approach that helps you improve your visibility across both traditional search engines as well as AI search engines. For any further queries or SEO assistance, get in touch with us now!

FAQs

1. What role does context play in optimizing content for AI search engines?

Context plays a very important role when it comes to optimizing content for AI search engines. These AI engines prioritize content that aligns with user search intent, i.e., answers the user query after understanding the context behind it.

2. How can I structure my content to align with AI algorithms?

To align with AI algorithms, make sure that your content is properly categorized and use schema markup (aka structured data). It helps AI search engines understand the right hierarchy and context of your website content and further displays it for relevant search queries. 

3. What are the key differences between traditional SEO and AI search optimization?

Traditional SEO majorly focuses on keyword optimization, internal linking, external linking, content quality, etc. On the other hand, AI search optimization is more about creating content that aligns with user search intent rather than just incorporating keywords. 

4. How does page speed impact AI search rankings?

Page speed is an important technical SEO element that can impact organic as well as AI search rankings, as it is directly related to user experience. 

5. How can I ensure my website's content is accessible to AI crawlers?

To make your website content accessible to AI crawlers, use structured data, create high-quality content aligned with user intent, and make sure that all your website’s technical elements work properly. 

6. Which AI search engine is best?

Some of the most popular AI search engines include ChatGPT, Perplexity AI, Google Gemini, Meta AI, etc.