AI SEO, or Generative Search Optimisation (GEO), has completely upended the organic search landscape. Users can now ask deep, complex, and specific questions and get rich answers from AI chatbots that pull from multiple sources to create a single response. Being visible online, then, is no longer just about appearing in traditional search results.
This evolution is an extension of traditional optimisation practices, and there is just as much emphasis on good quality, well-structured content as before. Marino helps brands focus on providing the best answers for their intended audiences through well-written copy that is built with ChatGPT, Perplexity, and Copilot in mind.
We help create new content across key pages or optimise existing copy so that it is logically structured and rich with insights that make it easy for large-language models (LLMs) to find and extract the key points, which it can then include and cite in the answer it gives the user.
Being seen as an authority is just as important for AI platforms, as that’s what they have to go on when creating answers. Features like backlinks and mentions in industry publications are all things that are still essential to AI SEO success, and all features we can help make happen.
Tracking a brand’s visibility in LLMs is developing every day, it seems, with many of the major SEO platforms now monitoring brand mentions and AI citations at scale. In our reporting to you, we’ll include an in-depth analysis of how your brand is seen and interpreted across all major AI platforms.
AI search engines focus and interpret context rather than relying solely on exact-match terms. Marino’s team helps your business create content that connects concepts and services so AI platforms understand what your brand does and when your pages should appear in relevant searches.
Thanks to these new AI platforms, search behaviour is a lot more conversational, with users now being able to ask detailed questions. We create content that mirrors how people naturally search and speak online, so your business appears for prompts that today’s users are searching for.
AI platforms assess business not just through their content, but the wider signals connected to them alone, which we strengthen through consistent messaging and authoritative references, which make it easier for them to recognise, trust, and ultimately promote your brand in their responses.
Search behaviour has shifted in what seems overnight. Users can choose not to scroll through traditional search results, which creates both a challenge and opportunities for businesses. Those with well-structured websites that emit strong authority signals from genuinely useful content are far more likely to be surfaced within AI-generated answers. Importantly, AI SEO doesn’t abandon traditional SEO practices. These still apply. It’s how they’re interpreted and summarised that’s changed.
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AI SEO refers to optimising websites so they can be understood by AI-powered search platforms such as Google AI Overviews and ChatGPT.
Traditional SEO focuses on ranking pages within search engines, whereas AI SEO focuses on making sure your brand appears with AI-generated answers and summaries.
In general, businesses should consider how they appear across platforms such as ChatGPT, Perplexity, Geminin, Claude, and Google AI Overviews. All of them are becoming increasingly important parts of the online and research discovery process for customers who are now used to using these platforms.
Yes, keywords still matter. However, AI platforms place greater emphasis on context and usefulness. Modern AI SEO focuses on answering questions effectively while demonstrating expertise rather than solely relying on exact-match terms and where they are placed.
No, certainly not yet. Traditional SEO remains essential because a majority of people still use search engines when looking for products or information. AI SEO builds on those foundations so that your content can also appear within different search environments.
It does matter, yes. AI systems favour content that is clearly organised with logical headers and well-written content that’s easy to interpret.
Being visible in AI platforms tends to develop alongside improvements in traditional SEO spaces. The timeframe depends heavily on the circumstances of the website and industry. Existing online competitions, the brand’s authority, and the strength of existing website content will all factor into that timeframe.