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AI and LLM Search Optimisation Services

Optimising your site for the future of Search, with a human-first approach

The growth of AI has ushered in a new era of search. Moving beyond the traditional keywords and rankings, it’s essentially a whole new channel and potential source of traffic. And it’s only going to increase in popularity and usage as time goes on. 

Stay ahead of the game, with generative engine optimisation that gets you found, trusted and surfaced by AI search engines.

Whether you’re completely new to SEO and AI, or an established business looking to future-proof your search presence…

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What Is AI SEO?

AI SEO (also known as generative engine optimisation or GEO) is the process of optimising your content to appear in AI-generated search results, whether that’s Google’s AI overviews or AI Mode, voice assistants or when users perform searches using AI engines, such as Claude, ChatGPT or Perplexity. 

AI models rely on natural language processing and well-structured content to produce their results, both of which are essential to traditional SEO as well, so if you get AI SEO right, then you’re helping your “regular” SEO, too. 

Our strategies take these signals into account to deliver more traffic, more trust and more visibility for our clients, across all search platforms.

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Why Optimise for AI Search?

Well, put simply, if you don’t, you run the risk of:

  • Reduced visibility – if your content’s not structured for AI understanding, you’ll find yourself excluded from answer engine responses.
  • Reduced organic traffic – brands are already seeing reduced clickthrough rates from traditional search. If you don’t optimise for AI search, you’ve no prospect of recapturing any of this traffic.
  • Reduced authority, trust & perceived expertise – if you’re not appearing in AI search, users may be less likely to trust your content or view you as an authority in your industry. 
  • Competitive disadvantage – if your competitors are starting to appear in the AI space, they’re already ahead of you – the last thing you want is to fall further behind!

But if you do optimise for LLMs and answer engines, here are some of the benefits you could see:

Be a trusted source for AI engines… and a trusted resource for users

If your content is coming up in AI search, it’s a sure sign that these engines (and likely traditional search engines) trust it. In turn, searchers will be more likely to trust it, click through to your site and convert.

Increase visibility across AI platforms

Your customers are no longer just searching on Google or Bing; they’re using platforms such as ChatGPT, Perplexity and Claude to find the results that best match their needs and answer their questions. If your business isn’t appearing in these search results too, you risk getting left behind. 

Technical SEO benefits

Ensuring your pages are crawlable, indexable, well-structured and rich in structured data will help both LLMs and traditional search engines better understand your content, making them more likely to display it for relevant queries.

Improved readability

The factors that make your content easy for LLMs to understand also help your readers. We’ll create content that’s concise and clear, using keyword research to identify prompts or questions and making use of headers, bullet points, FAQs and tables to create informative, easy-to-read and visually appealing web pages. 

Strengthen your online presence

AI engines and LLMs often rely on data sources such as citation sites, best-of lists and reviews/ratings sites. Making sure that your business is listed on these trusted websites, and that your information is correct and up to date across platforms increases trust in your business from both LLMs and users.

Better quality traffic and leads

The nature of AI search means that users are often lower down the funnel than in traditional search. Being visible for those vital, high-intent queries increases conversion rates and drives more qualified leads.

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Why Partner With The Digital Maze?

  • Award-winning team with over 30 years of digital marketing experience
  • We deliver proven strategies across SEO, paid media, UX, and web development
  • We create relevant, meaningful content that gets you found, whether in traditional search, paid search, AI search or social media
  • We’re an extension of your team, using search expertise & industry knowledge to build long-term relationships with our clients
  • We continually test, refine and adapt our approach as models and algorithms evolve
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What’s the Difference between AEO, GEO and SEO?

AEO and GEO are essentially the same thing. Some sites have historically used AEO to refer to the process of optimising content for elements such as featured snippets and knowledge panels, but regardless of this, the approach is the same – focused around creating content that answers queries, whichever channel or platform is being used, and on being a relevant, accurate and authoritative source of information.

SEO is, as it ever was, the process of optimising your website for search engines. Whether that’s on-page content, technical fixes or acquiring relevant backlinks, “traditional” SEO tactics should not be overlooked. It all comes down to being the best, most accurate, reliable and trustworthy source you can be. Good SEO content will naturally also meet the needs of AEO.

Our SEO Services

While AI search might have changed the way we approach our clients’ SEO strategies, when it comes down to it, good SEO is still good SEO. And we do VERY good SEO. Here are just some of the ways we help our clients get found in all the right places:

eCommerce SEO

Selling online? We’ve got you covered. We’ll optimise product and category pages, craft compelling calls to action and make sure you’re appearing in Shopping listings, whether that’s on Google Search, AI Mode, ChatGPT or other platforms.

SEO Copywriting

Well-written, well-structured content that’s optimised for real search queries and intent will always be the cornerstone of search, whether through AI or traditional search engines. We’ll help your copy do all the talking, boosting clicks and conversions across the board.

Technical SEO

We’ll help you identify and overcome any technical roadblocks to getting your content ranked. From crawl issues to broken links and implementing structured data, we’ll make it easy for search engines to crawl, understand and index your pages.

Keyword Research

Behind every great piece of content is in-depth keyword research. We look at what your customers are really searching for and how AI platforms and search engines are interpreting that information to make sure your pages are as comprehensive and relevant as they can be.

GA4

Without the right tracking in place, you’ll never know the true value of your SEO efforts. We’ll help you set up your analytics to track where your visitors are coming from, how they’re moving through your site, and what’s converting and what’s not.

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How WE Use AI

There’s no replacement for human expertise when it comes to writing content, however we do use AI within our workflows to speed up processes, improve decision making and make sense of large amounts of data. 

Whether it’s using AI tools to enhance and expand keyword research, smarter bid management in PPC or creating interactive prototypes of new websites for clients to test, we’re always looking for new ways to bring these benefits to you.

Why Optimise for AI Search?

 

Content and technical audit

We look at your existing website and content, and how it performs against AI search benchmarks. Are there underlying technical issues? Are there content gaps? This gives us a foundation on which to build your GEO strategy.

Keyword research

We dig into what’s appearing in AI search and why. What are your competitors doing that you’re not, and how can you do it better? What questions are users asking and how are they being interpreted by AI engines? 

Content optimisation

We’ll map your existing content and make suggestions to address content gaps. Then we’ll get to work optimising your content and creating new pages to take advantage of all potential opportunities

Technical improvements

We’ll make sure that your pages are technically robust, from ensuring they can be crawled and indexed, to adding in schema to help search engines and LLMs better understand your content and how your pages are structured.

Brand mentions

We investigate the sources that AI engines are citing in their responses and identify opportunities for getting your business mentioned on these highly-trusted sites. 

Bonus – you’ll likely get some great links out of this too!

Analysis, reporting, improvement

We’ll track your performance across AI search channels and SERP features to see what’s working, what’s not and where improvements might be needed. Your monthly report will detail your traffic from AI search and offer insights and recommendations.

 

AI Search FAQs

AI overviews are dynamic, AI-generated responses to search queries that are visible right there in the search results. They’re intended to provide informative, highly contextual and nuanced answers to search queries, thereby improving Google’s search experience.

More often than not, they appear at the very top of the SERPs, above the main search results and other search features (featured snippets, videos, People Also Ask, etc), however, we’ve seen them appearing in other locations on the page, including at the bottom and within People Also Ask responses.

In theory, you can; however, we would never recommend this, and likewise, we would never provide our clients with content that’s been written using AI. Google’s E-E-A-T guidelines mean that it prioritises content that conveys experience, expertise, authority and trustworthiness, and, ultimately, this is something that AI cannot do. 

 

You can (should?) use AI to support your efforts when it comes to content ideation, keyword research or analysing data to identify trends and behaviour patterns, but nothing can replace the human factor when it comes to creating content.

In much the same way as it’s always helped with search! Schema markup helps search engines understand and make sense of your content, so that they can better serve it in search features and AI overviews. 

We don’t optimise specifically for any particular engines. What we focus on is creating well-written, well-structured content that matches search intent and addresses the questions your prospective customers will have. However, we will take into account the following platforms/models, and how they process queries and the sources they’re using when carrying out our research:

  • ChatGPT
  • AI Overviews
  • Perplexity
  • Copilot
  • Claude

… and more.

By its nature, AI search optimisation focuses on questions and conversational queries, so this also helps to optimise your content for voice assistants.

As mentioned above, all of our teams also make use of AI in various ways to speed up processes, make sense of large volumes of information and provide additional value to our clients. 

 

For example, our design team use it to

  • quickly create interactive prototypes of websites and apps to boost buy-in and engagement from stakeholders
  • analyse user behaviour on websites to determine what elements visitors are interacting with and optimise layouts
  • gain insights into industries, trends and user behaviour for clients

 

While for our paid search team, AI can help with:

  • Smarter bid management to reduce wasted ad spend
  • Data analysis for improved reporting and insights
  • Refining audience targeting

 

Finally, our SEO team use AI to help with:

  • keyword research – analysing keyword value, identifying new opportunities and uncovering how users are asking their questions
  • data analysis – identifying trends and patterns
  • brainstorming content ideas and planning topic clusters

These are just some of the ways we integrate AI into our workflows day-to-day, but there are plenty more! 

We set up AI organic search as a separate channel within GA4 for all our clients, which shows you how much traffic you’re getting, where it’s coming from and whether it’s converting. 

We also use various other tools, such as SEMRush, Sistrix and SERanking to track improvements in rankings and visibility within search features, including within Google’s AI overviews, and we’ll report on this within your monthly Looker Studio dashboard. We’ll use these results to consistently refine our approach.

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