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The SEO Specialists for service-based businesses

SEO to Show Up in AI Search

| Janet Camilleri | ,

SEO to Show Up in AI Search

| Janet Camilleri | ,

If you’ve noticed a shift in how people are searching online lately – you’re not imagining it. AI is changing the game. Fast!

And while traditional Search Engine Optimisation (SEO) used to be all about getting clicks from Google & Co, we’re now moving into what many are calling a “zero-click world” – where people ask a question in tools like ChatGPT, Claude, Perplexity, or Google’s AI Overviews – and get the answer instantly. No clicking required.

So where does that leave your business?

How AI is Transforming your Customers’ Behaviour

Let’s start by looking at how AI search is actually changing behaviour.

As an example, in Google, someone might search “dog-friendly cafes Brisbane” and get a list of links, a map, and a few reviews.

But in AI? The search becomes far more conversational – something more like:

“I’ve just adopted a hyperactive cavoodle named Kevin. Where can I grab a strong coffee and he can get a puppuccino without causing chaos?”

SEO to show up in AI search

Instead of a list of links, AI delivers a curated answer – complete with recommendations, context, reviews, and even little details that make it more useful (and Kevin-proof!).

That’s because AI doesn’t just match keywords. It breaks down the question, pulls information from multiple sources, and aims to deliver the best possible answer – not just more options.

How AI is Transforming SEO

Now let’s start with some good news. If you’ve been doing SEO properly (hello, white hat SEO!) – you’re already a step ahead.

With AI Search – often referred to as Generative Engine Optimisation or ‘GEO’; or ‘AEO’, short for Answer Engine Optimisation (personally I prefer the acronym SEO to represent Search EVERYWHERE Optimisation!), the fundamentals still matter. In fact, they matter more than ever.

The Four Pillars of SEO

Here at Front Page SEO, we still focus on what we call the four pillars of SEO:

  • Keywords – understanding what your customers are actually searching for
  • Onsite optimisation – creating helpful, user-friendly content incorporating your target keywords, and making sure your website functions well technically – ie stuff we do ON your website
  • Offsite optimisation – building authority and trust through external links and mentions – OFF your website
  • Google Business Profile – especially critical for local service businesses

These pillars haven’t disappeared in the AI era – they’ve evolved, and still underpin a successful GEO strategy. The key difference? While traditional SEO is largely about ranking content, AI tools don’t just rank it – they choose it as part of the answer.

And they’re not mutually exclusive. Good SEO supports good GEO, and vice versa.

From Ranking to Being Recommended

AI search tools pull information from multiple sources, break queries into parts, and prioritise:

  • Clear, structured content
  • Credible, trusted brands
  • Complete, helpful answers

In other words, your business needs to be understood, trusted, and talked about online – not just “optimised”.

You can do this by managing your online presence through things like:

  • PR opportunities
  • Discussions online via social media, forums, and third-party content
  • Content marketing
  • Reputation management

What We’re Doing as an AI SEO Agency

As an AI SEO agency, these are all things we’re actively encouraging and working on for our clients.

But let’s be honest – no one has all the answers yet. This space is evolving daily.

At Front Page SEO, we’re currently:

  • Developing better ways to report on AI visibility and success (because clicks alone don’t tell the full story anymore)
  • Implementing new LLMS.txt files to help AI tools better understand our clients’ websites, services, and expertise

It’s all about making it easier for AI to interpret and trust your business.

A Quick Reality Check (and Opportunity!)

AI isn’t replacing SEO – it’s reshaping it. And the businesses that win? They’ll be the ones who adapt early.

So, if you’re wondering whether investing in SEO to show up in AI search is worth it – the answer is simple: It already is.

Because your customers aren’t just searching anymore … they’re asking.

And the real question is – will your business be part of the answer?

Like some guidance on how to get your business showing up in AI and Google search? Why not book a free SEO check-up or a one-on-one online consult with Front Page SEO today!