AI search is the new top of the funnel.
For an increasing share of UK buyers, the first answer they read isn’t a Google result — it’s a response from ChatGPT, Perplexity, Google AI Overviews or Microsoft Copilot. Being visible in those answers is the new visibility frontier.
Why this matters now
AI search isn’t replacing Google entirely — but it’s already taking the top of the funnel for considered, B2B and high-trust buying decisions. That’s where most commercial research starts and most shortlists are made.
Far fewer sources cited
Where a Google SERP shows ten organic results, an AI answer typically cites three to seven. The bar to be visible is materially higher. The reward for getting there is bigger too.
Different content wins
LLMs reward clear answers, named entities, factual specificity and structured information — not keyword density or backlink volume alone. Sites built for 2018-era SEO often don’t parse well.
Trust signals are amplified
AI assistants lean heavily on perceived authority — entity signals, schema, third-party citations, professional credentials. Firms that look authoritative to algorithms get cited more often.
The four platforms that matter
Each one works differently. Each one cites differently. Each one needs its own approach — built on a shared foundation of clean content, strong entity signals and proper structured data.
ChatGPT Visibility
The most-used AI assistant by far. Cites via its web search and browsing tools, plus surfaces brand mentions from training data. The volume play.
ExplorePerplexity Visibility
Search-native, citation-heavy. Heavily used in B2B research. The platform where good entity work and structured content pays back fastest.
ExploreGoogle AI Overviews
Integrated into the Google SERP for an increasing share of queries. The closest thing to classic SEO — but the rules are shifting underneath.
ExploreGemini & Copilot
Google’s Gemini and Microsoft’s Copilot. Each piping into the products their users already use — Workspace, Microsoft 365, Edge, Windows.
ExploreHow AI search differs from classic SEO
There’s overlap — a well-structured, authoritative site helps for both. But the priorities shift, and so do the tactics.
- 01From keywords to questions and entitiesClassic SEO targets queries. AI search retrieves around questions and named entities. Your content needs to answer questions clearly, and mention entities (people, places, products, brands) explicitly.
- 02From ranking to citationYou’re no longer trying to be in the top three blue links. You’re trying to be one of the three to seven sources an AI cites in its answer. Different optimisation target, different signals.
- 03From keywords to clarityLLMs reward content that states things plainly, near the top of the page, with named entities and clear structure. Burying the answer in 1,200 words of preamble — the SEO style of the last decade — works against you.
- 04Structured data matters moreSchema is no longer optional. AI assistants use structured data to verify facts, disambiguate entities and decide whether to cite. Plugin-default schema rarely cuts it.
- 05Entity signals dominateBeing recognised as a real, distinct entity — with sameAs links, knowledge graph alignment and consistent third-party signals — matters more than for classic SEO. It’s foundational, not optional.
- 06Brand mentions count without linksWhere classic SEO valued links, AI assistants value mentions — particularly in authoritative third-party content. Unlinked brand mentions in trade press, news and industry sites carry real weight.
Who AI search work is for.
AI search work pays off most when the foundations are there and the willingness to commit is real.
You’re the kind of client this works for
- B2B and professional services where buyers research with AI tools
- Established SEO foundation already in place
- Subject-matter experts willing to be named publicly
- Three-to-six-month commitment with monthly tracking
This probably isn’t the right service for you
- You expect AI citations overnight
- You want guarantees on platforms nobody controls
- You won't publish authoritative content under named experts
- You don't see AI search as material to your buyers
Related work
AI Search Optimisation
The service: how I help UK firms get cited across ChatGPT, Perplexity, Gemini and AI Overviews.
Learn moreEntity SEO
The foundational work AI search builds on — being recognised as a real entity by Google and LLMs.
Learn moreSchema Markup
The structured data layer that makes your content parsable by AI assistants.
Learn moreWhat clients actually say.
Real reviews from firms I have worked with. 4.8 out of 5 across Google, Facebook and Yell.
“Extremely helpful would highly recommend for SEO services, my business ranking went up, and more customers started calling.”
“We have been working with Gregg for a few months now — he is really actively trying to increase our profile on Google. We always find him easily contactable and approachable.”
Want to talk this through?
Thirty minutes. No pitch deck. I’ll tell you honestly whether AI search optimisation is the right priority for your firm right now.