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Get Found by AI: The New Rules of Digital Visibility

Picture of Tara Tate

The Decline of Traditional Search

I’ve managed SEO and SEM—both in-house and agency-side—for companies ranging from local service providers to global B2B tech brands. For years, organic and paid search delivered steady, qualified traffic. But the rules are changing fast.

AI tools like ChatGPT, Perplexity, and Google’s AI Overviews are reshaping how people find information. And traditional search—both organic and paid—is feeling the impact:

  • Organic CTRs are dropping. A Search Engine Land study found that when an AI Overview appears, the top organic result’s CTR falls from 1.41% to 0.64%—a 55% decline.

  • Paid CTRs are down, too. Some industries are seeing a 15–20% drop, even when AI Overviews aren’t shown.

  • Search traffic is projected to decline 25% by 2026 as AI chatbots and answer engines grow, according to Gartner.

Let’s be clear: traditional SEO and paid search still matter. But ranking #1 on Google isn’t the only game in town anymore. Visibility now includes being cited, referenced, or summarized in the answers AI platforms deliver—often without a click.

 

How AI Surfaces Content (And Why It’s Different from Search)

Traditional search engines crawl and index content based on keywords, backlinks, and site structure. They give users a list of links to click.

AI tools don’t work that way.

Instead, they:

  • Aggregate and summarize from web indexes, real-time APIs, or pre-trained datasets.

  • Present direct answers—often without linking out or driving traffic.

  • Favor clarity and credibility, not just keyword density or domain authority.

Content that shows up in AI results tends to be:

  • Clear, structured, and written in plain language.

  • Validated by external sources—news mentions, third-party reviews, or forum discussions.

  • Frequently referenced across the web, not just on the company’s own site.

  • Positioned as helpful, not just promotional.

B2B vs. B2C: Who’s Affected and How

AI is influencing both B2B and B2C behavior, but the shift looks different depending on who you’re selling to.

B2C: Search Still Effective, But AI Is on the Rise

Consumers still rely heavily on traditional search, especially for local and transactional queries:

  • “Waxing salon near me”

  • “Best gluten-free pizza delivery”

In these cases, location and speed matter more than research depth. AI tools like ChatGPT might assist with early research, but many consumers still trust Google Maps, Yelp, or Amazon reviews to make a final decision.

That said, I’m starting to see more AI engagement in product and service discovery especially in areas like skincare, wellness, and even dog training. These aren’t just transactional needs; they involve trust, outcomes, and education. When brands show up in AI recommendations, whether it’s “best dog trainer near me” or “how to stop leash reactivity,” they gain a credibility advantage early in the decision process.

B2B: AI Is Already a Research Partner

In B2B, AI is quickly becoming a default tool for busy buyers:

  • Researching vendors or competitors

  • Summarizing RFP responses

  • Evaluating customer reviews and product performance

And AI doesn’t just pull from vendor websites. It scans third-party platforms like G2, Reddit, and LinkedIn, pulling in citations, testimonials, and public sentiment.

If your business isn’t being mentioned (accurately and positively) across the web, you’re missing opportunities to show up in AI-driven vendor evaluations.

How to Get Cited by AI: A Two-Part Action Plan

Publishing great content is still essential—but now it needs to be structured and amplified for AI discovery.

Short-Term Wins (Next 90 Days)

  • Reformat key pages. Use clear H1/H2 headers, bullets, and scannable structure.

  • Implement schema markup. Add FAQ, review, and article schema where relevant.

  • Answer real questions. Include long-tail, question-based content your audience is likely asking AI tools.

  • Show author credibility. Add author bios with links to other published thought leadership.

  • Audit brand mentions. Check where and how you’re referenced in ChatGPT, Perplexity, and search—then fill the gaps.

Long-Term Leverage (Next 12 Months)

  • Earn third-party citations. PR, guest posts, awards, or interviews on trusted sites can boost your credibility in AI results.

  • Own your niche. Build topic clusters or content hubs that establish deep authority on your core themes.

  • Seed your expertise. Publish original research, benchmarks, or insight-backed content that gets cited naturally.

  • Strengthen your reputation. Focus on consistent, authentic reviews and discussions across third-party platforms—not just your own site.

  • Use feedback loops. Monitor how AI answers evolve over time and adjust your strategy based on what’s getting surfaced.

These tactics don’t just improve AI visibility—they also future-proof your search performance, improve on-page conversions, and build long-term brand equity.

Building Your AI Visibility Strategy

The question isn’t just “How do I get found?” It’s:

When, where, and why should AI be recommending me?

Here’s how to reverse-engineer a strategy that works:

  1. Map your buyer journey. When do prospects search? When do they compare options? When do they ask AI tools for input?

  2. Research real queries. What would your buyers ask AI if they didn’t know your brand existed?

  3. Audit current coverage. What’s being pulled in today? Are competitors showing up where you should?

  4. Define your content lanes. Do you want to show up in tactical “how-to” responses? Strategic explainers? Side-by-side comparisons?

  5. Claim underserved spaces. Don’t just fight for broad listicle mentions. Aim to be the definitive source on a specific feature, industry nuance, or use case.

Companies Already Winning at AI Visibility

Some brands are ahead of the curve—whether through smart formatting, strong distribution, or reputation-backed content.

Frequently Cited by AI:

  • Harvard Business Review: Authoritative, well-organized thought leadership

  • Statista: Structured data sets pulled into countless AI summaries

  • HubSpot: SEO-forward, well-tagged content covering the full funnel

AI-Optimized Content in Action:

  • Zapier: Clear, structured explainers that show up in how-to results

  • NerdWallet: Digestible financial comparisons and user-centric content

  • Canva: Tutorial-rich pages that answer common design queries

Final Thought

AI isn’t killing search—it’s evolving how trust is earned online. Your job is to make sure that when buyers ask for help, AI knows your name.

That means being clear. Being cited. Being everywhere your audience learns, compares, and decides.

If you want help putting a visibility strategy in place—or just want a quick audit of where your brand stands in AI results—let’s talk.

 
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