Appearing in AI search results: what you need to know

Hi everybody 👋 hope you’re doing really well. It’s been a bit of a whirlwind over at HBD HQ lately (hello, new server move… and yes, I now dream of spreadsheets). But while that’s been going on, I’ve also been geeking out with some training on AI search results by some really clever people… because the robots are here, and apparently they have opinions on which websites they like best.

I’ve heard A LOT about AI overviews (those summaries you’ll spot popping up in Google) and LLMs (large language models, like ChatGPT). Then there are tools like the Perplexity search engine (which is essentially Google’s nerdy younger cousin), Google Gemini (formerly Bard) Bing Copilot, and even Anthropic’s Claude. They are all becoming increasingly sophisticated (except for Alexa) and important in how people find businesses online – including yours.

Why this matters (and why you should care)

AI overviews are a real game-changer. If your content gets chosen, your website jumps straight into the spotlight – right at the top, no scrolling required. It provides a quick answer for the user, and a golden opportunity for your business to be seen before your competitors. However, the flip side is obvious: if AI doesn’t pick up your content, you could be left out of the AI search results entirely.

And let’s be honest, AI and LLMs aren’t doing this out of the goodness of their hearts. They will probably monetise the hell out of it at some point, so getting your online presence in a good position now is a smart move. The good news is, you have the power to do this. You can take the necessary steps to ensure your business is AI-friendly and ready for the future.

The best way to prepare is by improving the clarity of your web content – because AI and search engines both rely on clear structure and meaning. If you’re not sure what that looks like, read why writing for the web isn’t like writing for anything else.

A fun experiment for you

Here’s a fun experiment for you. Instead of Googling yourself, why not pop your business into a tool like ChatGPT or the Perplexity search engine? It’s a great way to see how it perceives your business and could identify some areas for improvement.

Is your info there? Does it sound like you? Or does the AI think you sell rubber chickens?

Keep in mind that a significant portion of ChatGPT’s output is personalisation – KITT (that’s my ChatGPT’s name) delivers what it thinks I personally would like to hear. How I use ChatGPT is not necessarily how someone looking for my business will.

But it is the most straightforward way to see how these models “know” you – and to spot some easy gaps you can fill.

How to charm AI Over[lords]views

• Get your basics nailed – good SEO is still king (or queen 👑) when it comes to appearing in AI search results. Clear structure, relevant keywords, and copy that doesn’t read like it was written by a toaster.
• Show off a bit – reviews, case studies, and demonstrating your expertise help prove you’re reliable. AI prefers trustworthy sources, so ask people for reviews in the places where they are likely to look. This won’t be just on your website.
• Answer the questions – FAQs, how-tos, step-by-steps. If people are asking it, AI is scraping it.
• Check in on yourself – explore your business using AI tools to see how they’re presenting you.
• Track the sneaky stuff – I am slowly exploring new Generative Engine Optimisation (GEO) and AI SEO strategy tools, though these are all pretty new. If you’re interested in tracking your performance using these tools, just let me know, and we can discuss further.
• Watch out for blockers – security tools like CloudFlare can sometimes block AI crawlers, which stops your site being pulled into Google AI overviews. Poorly structured content can also confuse the bots.

The bigger picture

Here’s the thing: AI search is going to keep shifting. Chasing shortcuts won’t get you very far. The businesses that’ll thrive are the ones that consistently deliver genuinely helpful, people-first content (with a sprinkle of personality).

And remember, don’t put all your eggs in Google’s basket. Email, social, SEO… it all works better together. Like cheese and wine. Or tea and biscuits. Or me and coffee.

Final thought

The future of SEO and AI isn’t scary, but it will be different. The best strategy remains the same as it always has been: be helpful, be clear, and show up where your customers are. The robots will notice!

And speaking of showing up, here’s what Sarah from Presentably said about us 😍:

“Pandora was amazing at revamping our website – from the technical know how, to the design, we were clearly in safe hands.”

If we’ve worked together and you haven’t left a review yet, I’d love it if you could leave me a review. It makes a real difference for me and for how AI sees Happy by Design.