When we talk about "AI SEO", many people first think of tools such as ChatGPT or Jasper, which help to write blog articles faster, generate meta descriptions or expand keyword lists. Sure, that's part of the truth. But not our focus.
This article sheds light on something much more fundamental. Not: How do I use AI for SEO? But rather: How will I found, quoted and displayed by AI itself?
Because search behaviour is changing. People no longer just google. They ask Gemini. They chat with ChatGPT. They talk to Copilot. Anyone who doesn't appear there will soon only half exist digitally.
We have dedicated ourselves to Visibility in ChatGPT in a separate article. Now we're taking a broader look at the entire AI ecosystem - including Google Gemini, Microsoft Copilot and Perplexity.
Why AI SEO is now mandatory
Imagine going all out for a really strong blog article. Clean structure, good keywords, helpful content.
And then this: Your text appears in the Google search. But nobody clicks. Why? Because the answer is already in the search. Welcome to the world of "Zero-click searches". In addition to knowledge panels, local packs and featured snippets, AI summaries are also playing an increasingly important role here.
According to Semrush, in March 2025 AI overviews in 13 % of all search queries on. The result: According to TheLetterTwo.com, the average click-through rate drops by almost 30 %as soon as such an AI response appears.
But AI SEO is not only relevant for content marketing: Users are also increasingly using AI for direct searches for specific products or services such as ChatGPT or AI-generated responses are supported in Google and Bing. This is taken to the extreme by the new Google AI Mode, but more on that later.
What distinguishes AI SEO from classic SEO
SEO used to be like a game of chess: set keywords, optimise technology, build links. Now someone has unpacked a new game board. And changed the rules:
| Classic SEO | AI SEO |
| Optimisation for Google/Bing | Visibility in ChatGPT, Gemini, Perplexity |
| Keywords, links, technology | Context, structure, authority |
| Goal: Top ranking | Goal: To be cited |
| Text with focus keyword | Chunkable passages + clear micro-answers |
Analogy: Classic SEO is like a sign on the highway. AI SEO is like a recommendation from the concierge at the best hotel: "Go there - I've tested it myself."
Where AI is already generating search results
- ChatGPT (with Bing): Returns web results, in some cases naming specific sources.
- Google Gemini (SBU)AI Overviews provide structured answers, some with quotes, some without. Great influence on visibility.
- Copilot / EdgeAnswers in the Microsoft context, also from documents and websites.
- PerplexityTransparent source citation - good for expert content.
Classification: Gemini and Copilot are basically the next evolutionary stage of "Short Answers" - i.e. the short, immediately visible answers that used to appear as featured snippets in position 0. But now they are generated instead of extracted.
Google AI Mode: Revolution?
New & relevant: The Google AI Modecurrently (as of mid-2025) only available in the USA for logged-in users, replaces the classic search results view with a dialogue-like response button in many cases. This offers:
- Immediate answers
- Quotes from websites (but not always with a link)
- Direct options for action (e.g. booking flights, viewing products)
Shopping as a test field for AI visibility
The development is particularly visible in e-commerce: ChatGPT is now showing a strong increase in product-related questions. Structured product recommendations - with picture, price and link. The source? Usually a mixture of Bing results, Partner data (e.g. Klarna, Shopify) and structured markups.
Example: The question "Which wireless headphones are good for sport?" leads directly to a chat with specific recommendations - if you don't have them, you lose visibility.
This is no longer a dream of the future, but a reality since spring 2025.
Read more: ChatGPT and e-commerce
How you become visible in AI systems
1. chunking instead of text deserts
Write in clearly defined sections. Each H2 is like a mini-chapter.
2. anticipate questions & think promptly
Imagine each paragraph is an answer to a question that someone writes in a chat box.
Sample user question: "How do I get into the Google AI Overview?" Your text: Clear, immediately usable answer with examples and bullet points.
? Content for man & machine - not a contradiction, but a design principle
? Machines love clarity
→ Chunkable paragraphs, direct answers, entity mapping.
? People love personality
→ Storytelling, opinion, real perspectives.
? The trick: Write so that your first sentence works like a "mini-prompt" - and after that comes your "signature style".
Example: You would like to know how often the link to your contact form is clicked on your website.
H2: What is AI SEO?
AI SEO refers to strategies that aim to make content visible in generative AI systems such as ChatGPT.
In other words: you don't just want to rank in Google - you want chatbots to cite your content voluntarily.
3. incorporate entities instead of repeating keywords
AI models work with semantic vectors. Instead of keyword stuffing:
- "Google AI Overview", "Passage-Answer", "Entity-Mapping", "Zero-Click-Search"
- Using Schema.org markup with the "about" property
4. think content 2.0
People like variety - and so do AI models. Texts, yes. But also:
- Videos (e.g. "How Passage SEO works")
- Podcasts (e.g. interview with an SEO professional)
- Tools (calculator, checklists)
These formats have a decisive advantage: They are difficult to summarise in two sentences. This is precisely why they also work outside of AI responses:
- They create depth and explanation.
- They can be experienced emotionally, visually or audibly.
- They are ideal for social media, newsletters or YouTube.
5. create trust & take a stand
AI systems favour brands that are trusted. Therefore:
- Real author citation, sources, current data (possibly even own study results)
- Guest contributions, podcasts, mentions on third-party sites
6. use social media as a visibility driver
If you want to survive in the AI world, you also need to be visible where users really interact. Social media is becoming an indirect SEO weapon:
- Content is shared, saved and commented on
- Brand perception increases
- Content becomes findable and relevant for AI models (especially with viral distribution)
Example: A short LinkedIn post about your latest tool with high engagement may well appear in ChatGPT if it is reported on.
We asked ChatGPT specifically whether presence on social media leads to better visibility in ChatGTP through mentions. Here is the answer:
Bonus: How-to guide - How to get cited by Google AI Overview
1. define keywordFind a clearly defined topic with informational intent. Example: "AI SEO"
2. understand the search intentionWhat specifically do users want to know? (e.g. What is AI SEO? What tools are available? How does it work?)
3. formulate micro-questionsMake your own subheadings from sub-topics (e.g. "How does entity mapping work?").
4. start directly with the answerNo long introductions. Write like a chat reply: short, clear, helpful.
5. check passage compatibilityTest with ChatGPT or Perplexity whether your paragraphs are quoted. If not: formulate more clearly.
6. use Schema.org markupUse article, FAQ or HowTo markup with about property.
7. signalling trust: Visualise sources, author, topicality. Bonus: Expert opinions or mini-case.
8. multimedia reinforcementAdd images, audio, video to increase value and time on page.
9. linking & distributionSpread the article via social media, LinkedIn threads, newsletters and so on. This increases the chance of reach - and citation.
Conclusion: AI SEO is not an add-on - it's a new discipline
SEO has long been the king of organic reach. But the crown is now shared. With the AI.
If you want to remain visible in the age of AI, you have to design content in such a way that people love it - and machines understand it.
Not just to be found. But recommended.
Now is the time to rethink content. More structured, more empathetic, smarter. With AI SEO as a guide for visibility in a world without clicks, but with impact.
Next step? Ask yourself: "Would Gemini quote my page? Would ChatGPT quote my name?" If the answer is "No", you know what to do.
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