Do You Really Need to Optimise for AI Search Engines? Here's the Truth About SEO Strategies Beyond Google

Let's cut straight to it. You've probably noticed that searching for information feels different lately. Maybe you've asked ChatGPT a question instead of Googling it. Perhaps you've used Perplexity to research a product. Or you've seen those AI-generated summaries sitting right at the top of Google before you even get to the actual websites.

The way people find information is changing. Fast.

So here's the question keeping many UK business owners up at night: do you actually need to optimise for these AI search engines? Or is this just another tech trend that'll fizzle out?

Let's break it down.

The Search Landscape Is Shifting (And the Numbers Don't Lie)

Here's a stat that should make you pause: when AI summaries appear in Google search results, users click on traditional website links only 8% of the time. Without those AI summaries? That number jumps to 15%.

Still not convinced things are changing? A 2024 study found that 58.5% of Google searches in the US resulted in zero website visits. People got their answer and moved on, without ever clicking through to anyone's site.

This isn't a blip. It's a fundamental shift in how people consume information online. And while these stats are from the US, the UK isn't far behind. We're all using the same tools, after all.

What Even Is AIO (AI Optimisation)?

You've heard of SEO, Search Engine Optimisation. It's been the bread and butter of online visibility for over two decades. Write content with the right keywords, build backlinks, optimise your meta descriptions, and hope Google ranks you on page one.

AIO, AI Optimisation, is the new kid on the block. It's about making your content visible and usable by AI-powered search tools. Think ChatGPT, Perplexity, Google's AI Overviews, and Microsoft Copilot.

Here's the crucial difference: traditional search engines match keywords to indexed pages. AI search engines use natural language processing and large language models to understand meaning and intent. They're not just looking for keywords, they're trying to genuinely understand what your content is about and whether it actually answers someone's question.

That changes everything about how you should create content.

So, Do You Actually Need to Bother with AIO?

Short answer: yes, but with caveats.

You shouldn't abandon traditional SEO. Google still processes billions of searches daily, and plenty of people still click through to websites. Your existing SEO efforts aren't wasted.

But ignoring AI search entirely? That's a risk you probably don't want to take.

Think of it this way: if even a fraction of your potential customers are now using AI tools to find services like yours, and your competitors are showing up in those AI responses while you're not... that's business walking out the door.

The good news? Many of the principles that make content AI-friendly also make it better for humans and traditional SEO. It's not an either-or situation.

5 Actionable Tips to Stay Visible in the Age of AI Search

Right, let's get practical. Here's what you can actually do to make sure your UK business doesn't get left behind.

1. Answer Questions Directly and Clearly

AI search tools are brilliant at pulling out direct answers to questions. If someone asks "How much does a website cost for a small business in the UK?" and your content clearly states "A professional small business website in the UK typically costs between £1,500 and £10,000 depending on complexity": that's exactly what AI tools want to surface.

Stop burying your answers in waffle. Put the key information upfront. Use clear headings that match common questions. Make it stupidly easy for both humans and AI to find what they're looking for.

2. Focus on Comprehensive, Authoritative Content

AI tools are trained to recognise quality. They favour content that demonstrates genuine expertise and covers topics thoroughly.

This doesn't mean writing 5,000-word essays on everything. It means:

• Covering relevant subtopics within your content

• Including specific details, examples, and data

• Demonstrating real knowledge rather than surface-level fluff

• Keeping information accurate and up-to-date

If you're a web designer in Leicester writing about local business websites, talk about specific challenges Leicester businesses face. That local expertise matters.

3. Structure Your Content for Easy Scanning

Both AI tools and humans benefit from well-structured content. Use:

• Clear H2 and H3 headings

• Bullet points and numbered lists

• Short paragraphs (like this one)

• Bold text for key points

This isn't just about aesthetics. AI models parse structured content more effectively than walls of text. They can extract and summarise information more accurately when it's organised logically.

4. Build Your Brand's Online Presence and Reputation

Here's something many business owners overlook: AI tools don't just pull from your website. They synthesise information from across the internet: reviews, social media, directories, news articles, and more.

If your brand is mentioned positively across multiple reputable sources, AI tools are more likely to reference you. This means:

• Actively managing your Google Business Profile

• Encouraging genuine customer reviews

• Being present (and helpful) on relevant platforms

• Getting mentioned in local press or industry publications

Your reputation matters more than ever when AI is deciding who to recommend.

5. Keep Your Technical SEO Sharp

The fundamentals still matter. Fast-loading pages, mobile-friendly design, proper schema markup, and secure HTTPS connections all help both traditional and AI search engines understand and trust your site.

Schema markup is particularly worth mentioning. It helps AI tools understand exactly what your content is about: whether it's a service page, a how-to guide, a product, or a local business listing. Don't skip it.

What About the Future?

Honestly? Nobody knows exactly where this is heading. AI search is evolving rapidly. What works today might need tweaking in six months.

But that's always been true of digital marketing. The businesses that thrive are the ones that stay informed, adapt sensibly, and focus on genuinely serving their customers: whether those customers find them through Google, ChatGPT, Perplexity, or something that hasn't been invented yet.

The core principle hasn't changed: create genuinely helpful content that answers real questions, and make it easy for both people and machines to find and understand.

Ready to Future-Proof Your Online Presence?

Keeping up with SEO, AIO, and the ever-changing digital landscape is practically a full-time job. If you'd rather focus on running your business while someone else handles the technical stuff, we can help.

At WebOws Design, we build websites that aren't just visually appealing: they're designed to perform. Whether you're in Newport, London, or anywhere else in the UK, we'll make sure your site is ready for both today's search landscape and tomorrow's.

Get in touch, and let's chat about getting your business found( wherever your customers are searching.)