The short answer
Good SEO is still the foundation: AI tools mostly draw on pages that already rank. On top of that, let AI search crawlers in, get properly indexed in Bing (ChatGPT leans on it), answer common questions plainly on your pages, and build reviews and mentions. Ignore anyone selling guaranteed AI rankings or magic files.
How AI search decides who to mention
ChatGPT, Gemini, Perplexity, Copilot and Google's AI Overviews all work in a broadly similar way when they answer a question about the real world. They search the web (their own index, Google's or Bing's), read the pages that come back, and write an answer that usually cites a few sources.
So there are really only three questions:
- Can they reach your site?
- Are you in the indexes they search?
- Are you the clearest, most trustworthy answer?
Myth and reality
| What you've heard | What the evidence says | What we do |
|---|---|---|
| "AI search replaces SEO" | Google's AI Overviews mostly cite pages that already rank. Google says no special optimisation is needed. | Strong SEO foundations first |
| "You need an llms.txt file" | Google ignores it, and around 97% of llms.txt files got no AI requests in a 2026 log study | We add one for free, but don't sell it as a fix |
| "Only Google matters" | ChatGPT search leans heavily on Bing's index | Bing Webmaster Tools and IndexNow on every site |
| "Block AI bots to be safe" | Block OAI-SearchBot and you can't appear in ChatGPT search answers | Search bots allowed; training bots are your call |
| "Reviews are a nice-to-have" | Brand mentions and reviews show the strongest links to AI visibility | Google Business Profile and a simple review habit |
| "Publish hundreds of articles" | Page count barely correlates with AI visibility | A handful of pages that answer real questions well |
1. Let the right crawlers in
Each AI company runs different bots for different jobs. The ones that matter for being found are the search crawlers: OAI-SearchBot (ChatGPT search), PerplexityBot, Googlebot and Bingbot. OpenAI states plainly that sites blocking OAI-SearchBot won't be shown in ChatGPT search answers.
Training crawlers such as GPTBot, ClaudeBot and Google-Extended are a separate choice. Blocking them doesn't remove you from search answers.
It's worth checking: some security plugins and hosting firewalls block these bots without telling you.
2. Be in Google and Bing
- Google Search Console shows how you appear in Google, and AI Overview and AI Mode traffic is included in its Performance report.
- Bing Webmaster Tools matters more than most people realise, because ChatGPT search draws heavily on Bing. Its AI Performance report (in preview since early 2026) shows when your pages are cited in Copilot.
- IndexNow tells Bing the moment a page changes. Our sites ping it automatically every time they're published.
3. Write pages that answer questions
AI tools quote pages that give a direct answer. Put a short, plain answer near the top, then the detail. Say what you do, where, for whom and roughly what it costs. Keep it as real text on the page, not hidden in images, sliders or scripts. Structured data helps machines read the page, but it must match what people see.
4. Earn trust where AI looks for it
Ahrefs' study of 75,000 brands found the strongest correlations with AI visibility were brand mentions around the web, much more than the number of pages or domain authority. Locally, that means a complete Google Business Profile, a steady flow of genuine reviews, and your business mentioned by real local sources. BrightLocal's 2026 survey reported that 45% of consumers had used AI for a local recommendation, up from 6% the year before.
5. Make it count when they arrive
AI tools may send fewer visitors, but they arrive better informed. Your website has to turn them into calls and enquiries: clear pages, a tap-to-call number, a short form, and proof such as reviews and case studies. That's where Property Valuation Vic went from zero to five leads a week.
What we won't do
We won't guarantee AI rankings (no one can), invent "AI schema", or sell you a 300-article content plan. If it isn't backed by evidence, you won't hear it from us.
Sources
- Google Search Central: AI features and your website
- OpenAI: Overview of OpenAI crawlers
- Ahrefs: AI brand visibility correlations
- BrightLocal: Local Consumer Review Survey
- Roy Morgan: AI tools usage in Australia, March 2026
Questions people ask about AI search
Is SEO dead because of AI?
No. AI search tools mostly draw on pages that already rank in Google and Bing. What has died is the old playbook of keyword stuffing and thin articles.
What is GEO (generative engine optimisation)?
GEO is a name for making your business easy for AI tools like ChatGPT and Google AI Overviews to find, understand and cite. In practice it is good SEO plus Bing, crawler access, clear answers and reputation.
What is the difference between SEO, AEO and GEO?
SEO is being found in search engines. AEO (answer engine optimisation) focuses on being the direct answer to a question. GEO focuses on AI-generated answers. They overlap almost completely, so treat them as one job.
How do I show up in Google AI Overviews?
Google says there are no extra requirements beyond normal SEO: be indexed, be eligible for a snippet, and have helpful content that answers the question. AI Overviews mostly cite pages that already rank.
Does ChatGPT use Google or Bing?
ChatGPT search uses OpenAI's own crawler plus search partners, with Bing a major source. Being well indexed in Bing helps you appear in ChatGPT.
Should I block AI bots like GPTBot in robots.txt?
You can block training bots like GPTBot without affecting search answers. Do not block OAI-SearchBot, PerplexityBot, Googlebot or Bingbot if you want to appear in AI search results.
Does schema markup help with AI search?
It helps machines read your page, but Google says no special schema is needed for AI features, and it must match what is visible on the page. It supports good content; it does not replace it.
How important are Google reviews for AI recommendations?
Increasingly important. AI tools giving local recommendations lean on Google Business Profile information, reviews and mentions around the web. Steady, genuine reviews matter.
Will AI Overviews reduce my traffic?
For some informational searches, yes. But people who click through from an AI answer tend to be further along in deciding, so a website that converts well matters more than ever.
How can I tell if AI tools mention my business?
Ask ChatGPT, Gemini and Perplexity the questions your customers ask and see who they name. Bing Webmaster Tools also has an AI Performance report showing citations in Copilot, and Search Console includes AI Overview traffic.
How long does it take to show up in AI search?
Crawler and indexing fixes can take effect within weeks. Reputation signals like reviews and mentions build over months.
Can anyone guarantee I will appear in ChatGPT or AI Overviews?
No. No one controls what AI tools say. Be wary of anyone promising guaranteed AI rankings.