Make your website visible in AI searches

Picture a potential customer asking a question on Google, but instead of the usual list of links, they receive a direct answer written by artificial intelligence (AI). No long scrolling, no clicking on several websites. The search engine immediately delivers what is searched for. That’s the aim of AI-powered search.  

For you as a website owner, this means that if you want to be found in the future, your content needs to be prepared for AI systems to understand it and classify it as relevant. Classic SEO rules alone are no longer enough, but don’t worry. You don’t have to be a tech professional to make your website fit for AI search. 

In this article, you’ll learn how search is changing, what it means for your website, and what simple steps you can take to stay visible. Let’s dive right into this exciting topic!  

What AI search is and its importance 

You know the classic Google search result: a list of blue links from which users select the most relevant website. But with AI search, this is changing fundamentally. Instead of just displaying links, search engines such as Google SGE (Search Generative Experience) and Bing Chat provide direct answers, often in the form of detailed AI-generated texts.  

A study by Semrush and Statista shows that some specialised websites now receive more traffic via ChatGPT than Google. This shows that AI-supported search systems are massively changing user behaviour – and those who optimise their website accordingly can benefit from it.  

How does AI search differ from classic SEO?  

Until now, search engine optimisation (SEO) has been based on optimising content for Google’s algorithm with keywords, meta tags and backlinks. In AI search, it’s understandable, well-structured and trustworthy content that counts even more. AI models analyse the entire context of a text and answer user questions directly. 

How AI search engines understand content 

AI-powered search engines work like this:  

• Reading entire paragraphs instead of just keywords: Clearly structured, understandable language is thus essential. 
• Pulling together information from several sources: Those who are frequently cited as a trustworthy source are more likely to end up in the answers. 
• Evaluating the context, not solely individual terms: Content must provide a clear answer to typical user questions. 

Why our search habits are changing 

With AI search, users can ask more complex questions instead of typing in individual keywords. An example: 

• Previous: “Best Website Builders“ 

• AI search: “Which website builder is best for self-employed people with little experience?” 

Search engines then provide direct recommendations, and this is exactly where you’ll find the opportunity for your website to stand out. If your content is precise, helpful and well-structured, the likelihood that AI models will use your website as a source increases. 

In short, the way people search for information is changing – and if you want to stay visible with your website, you should adapt.  

The basics of an AI-friendly website  

For your website to remain visible in AI search, search engines must be able to easily understand and process it. There’s no complicated technology required, as simple optimisations are often enough.  

Three basic factors will help you make your website AI-friendly. 

1. Create clear and understandable content 

AI search engines prefer easy-to-understand and precisely formulated content. While in the past long, keyword-rich texts were often created for SEO, today the most important thing is that a question is answered quickly and understandably. 

Here’s how to do it right: 

• Write simple, clear sentences without jargon. 

• Use subheadings, lists, and paragraphs for better readability. 

• Answer typical questions directly and concisely (e.g. in an FAQ section). 

• Use active language: “How to optimise your website” instead of “The website should be optimised”. 

2. Use structured data

AI-powered search engines don’t read websites like humans do. The structure of the content is much more important to an AI.  

Structured data helps to clearly label content and have it correctly classified by the search engine. 

What is structured data?  

Structured data are the special markers in your website’s code that provide additional information to search engines. For example: 

• Article: Title, author, publication date 

• Company: name, address, opening hours 

• Reviews: star ratings, customer reviews 

Here’s how to do it: 

• Use schema markup – a simple code that helps AI search engines better understand your content. 

• If you use WordPress, there are plugins like Yoast SEO or Rank Math that automatically insert structured data. 

• Check your structured data with the Google Rich Results Test (just google and enter the URL). 

3. Mobile optimisation and why it’s crucial for AI search

AI search engines prefer websites that are optimised for mobile devices. Why? Because the majority of search queries today come via smartphones. A slow-loading or difficult-to-navigate website may not even be considered by search engines in the AI-generated answers. 

To optimise your website for mobile devices:  

• Responsive design: Your website needs to automatically adapt to different screen sizes.  
• Fast loading times: Use compressed images and avoid unnecessary scripts. Google PageSpeed Insights helps you test the speed.  
• Easy navigation: Large buttons, easy-to-read font sizes and a clear menu improve user-friendliness. 

Content that works for AI search engines 

The way content is written and structured has a huge impact on whether it is picked up by AI search engines and displayed in the answers. While traditional search engines primarily search for keywords, AI systems evaluate the entire context and prefer content that is precise, well-structured, and trustworthy. 

Clear answers to typical questions 

AI search engines are looking for clear, direct answers to user questions. When your content is concisely worded, your website is more likely to appear in AI-generated responses. 

To formulate AI-friendly responses:  

• Answer directly: Give the most important information right at the beginning instead of writing a long introduction first. 

• Use short, concise sentences: AI systems prefer clearly structured statements. 

Consider asking and answering questions directly in the headline. Here’s two contrasting examples: 

• Poor: “Choosing the best website builder depends on various factors, which we explain here.” 

• Better: “Which website builder is the best?” → “The best website builder for beginners is the one from one.com because it’s easy to use and inexpensive.” 

FAQ pages and structured information 

AI search engines prefer websites that present information in a clearly structured way. FAQ (Frequently Asked Questions) pages are particularly effective because they address typical search queries directly. Here’s a few reasons why FAQ pages are ideal for AI search:  

• Question-and-answer format: AI search engines can extract answers more easily. 

• User-friendly: Visitors can find what they’re looking for faster. 

• More visibility: Google often shows individual questions from an FAQ page as a featured snippet and AI overviews.  

To create an AI-optimised FAQ page:  

• Collect the most common questions from your customers. 

• Structure the questions logically (e.g. by topic). 

• Answer each question briefly, concisely, and in simple language. 

• Use structured data (FAQ schema markup) to make it easier for Google & Co. to understand. 

Tip: Include a small FAQ section on other pages as well, not just on a separate FAQ page.  

Create high-quality and trustworthy content (Google’s E-E-A-T principle)  

AI search engines evaluate content by keywords, as well as its credibility and quality. Google uses the so-called E-E-A-T principle to evaluate the trustworthiness of content: 

• Experience: Do you have hands-on experience with the topic? 

• Expertise: Is the content written by an expert? 

• Authoritativeness: Is your website considered a trustworthy source by others? 

• Trustworthiness: Is your website safe and reputable? 

To increase your E-E-A-T rating:  

• Show transparency: Name the author of an article and include a short bio if necessary. 

• Cite sources: Link to trusted sources to support your statements. 

• Provide up-to-date content: Review and update your content regularly. 

• Use ratings & testimonials: Positive customer reviews strengthen credibility. 

Tip: If your website as a blog or advice section, add a short expert info at the end of the articles – this will improve your E-E-A-T rating. 

Technical adjustments for better AI search visibility 

In addition to content optimisations, technical factors also play a decisive role if you want to remain visible in the AI search. Fast loading times, meaningful internal linking and optimised use of images and videos help search engines to better understand and rank your website higher. 

Optimise loading speed 

AI search engines prefer fast-loading websites because users are impatient and expect immediate answers. Long loading times lead to both lower rankings in search results and higher bounce rates. 

To speed up your site: 

• Use compressed images. 

• Enable browser caching to allow returning visitors to load faster. 

• Use a content delivery network (CDN) to deliver content faster around the world. 

• Test the loading speed with Google PageSpeed Insights and implement the suggestions for improvement. 

Improve internal linking 

AI models analyse not only individual pages, but also their context. A clear internal linking structure helps search engines to better understand your content and redirect users in a targeted manner. 

Tips for meaningful internal linking:  

• Link thematically related pages to each other (e.g., from a blog article to a product page). 

• Use meaningful link texts instead of generic terms such as “click here”. 

• Create a logical hierarchy so that search engines prioritise the most important pages. 

• If possible, use an automatic sitemap to make it easier for AI search engines to crawl your site. 

Use images and videos correctly 

Search engines don’t ‘see’ images and videos like humans. Rather, they analyse the associated metadata. If you use them correctly, you will improve your visibility in AI search. 

To optimise your media for AI search:  

• Use alt text: Describe the image content clearly and concisely. 

• Choose descriptive file names: Instead of “IMG1234.jpg”, use “homepage-baukasten-vergleich.jpg”. 

• Add captions and descriptions to videos to make them easier for AI models to understand. 

• Use structured data for images and videos to make them even more visible to search engines. 

Get found in local AI searches 

If you run a local service, restaurant or brick-and-mortar store, it’s especially important that your website is optimised for local AI search. Many users are specifically looking for offers in their area – and AI models prefer to deliver precisely these results.  

Optimise your Google Business Profile 

Google uses information from the Google Business Profile (formerly Google My Business) to display local businesses in search results.  

A complete and maintained GMB profile increases the chance that your website will show up in local AI search results. Use this checklist to optimise your profile:  

• Make sure your name, address, and phone number are correct. 

• Add relevant categories, hours of operation, and a business description. 

• Upload high-quality photos of your business or service. 

• Update your profile regularly, e.g. with news or special offers. 

Use location-based keywords 

AI search engines prefer websites that specifically address local search queries. Here’s some tips for using local keywords effectively:  

• Mention your location in page titles, meta descriptions, and headings. 

• Use phrases such as “restaurant in Brighton” or “dentist in Liverpool”. 

• Create local content, such as blog articles or event announcements with a regional focus. 

Actively use reviews and customer feedback 

Customer reviews are an important factor for visibility in local AI search. Websites with positive, authentic reviews are considered more trustworthy by search engines. To use this to your advantage, you can: 

• Actively ask satisfied customers for a Google review. 

• Respond to reviews – both positive and negative. 

• Use reviews as social proof on your website (for example, as a testimonial section with customer stories). 

Use AI tools for your website 

Many modern AI tools help you optimise your website easily and without in-depth SEO knowledge. Whether it’s better content, technical improvements, or customer interaction, AI can take a lot of work off your hands. 

Simple AI-powered SEO tools for beginners 

If classic SEO optimisation seems complicated to you, there are plenty of AI-powered SEO tools that can help. 

Recommended tools for beginners: 

• SurferSEO – Helps with search engine optimisation of texts. 

• Frase – Creates SEO-friendly content and FAQs based on real searches. 

• Rank Math (for WordPress) – Simplifies technical SEO optimisation. 

Automatic content optimisation with AI tools  

AI can write texts, as well as analyse and improve existing content. Here are some practical AI tools for content optimisation: 

• ChatGPT or Claude AI – For quick ideation and text optimisation. 

• LanguageTool – For spelling and style checking. 

• Neuroflash – For content creation and optimisation.  

Extra tip: Or you can use the AI writing assistant, which is already integrated in our website builder: Turn your ideas into captivating content quickly with the help of AI. You can even test the Website Builder free of charge for 14 days – with no obligation. Test Website Builder now free of charge. 

Improve usability with AI chatbots & voice search 

Modern users expect quick answers – AI-powered chatbots for direct customer service and optimised voice search for better findability in voice assistants help with this. 

To improve the user experience with AI:  

• Integrate chatbots: Tools such as Chatfuel or Drift help to answer customer inquiries automatically. 

• Optimise voice search: Use natural language and long-tail keywords so that your website appears in the results of language searches. 

• Test interactive content: FAQs, calculators or interactive instructions keep users on the page longer. 

Improve your visibility with the right moves 

A good ranking in AI search requires both high-quality content and technical optimisation. With a fast website, meaningful internal linking, local SEO measures, and modern AI tools, you can make your website more attractive not only to search engines, but also to real visitors.