Your prospects are now skipping Google and going straight to ChatGPT, Perplexity, and Claude to research and compare products. AI platforms are expediting the research phase of the B2B buying journey—and if your brand isn’t showing up in those answers, you’re invisible to the next generation of B2B buyers.
Before you panic, here’s what you need to know.
Your SEO Foundation Is Still Valuable
If you’ve invested in SEO, you’re already ahead. Much of what makes you rank well in Google also helps AI engines find and cite you.
- Strong backlinks signal credibility to AI models
- Well-structured content is easier for AI to parse and reference
- Technical site health improves crawlability
- Authoritative, expert content increases the likelihood of being cited
- Your domain authority translates to trust signals AI recognizes
But here’s the thing: SEO optimizes for ranking, AEO optimizes for being quoted.
SEO vs. AEO
- SEO targets keywords. AEO targets direct answers to questions.
- SEO wants clicks to your website. AEO needs your content to be useful even when users never visit.
Your SEO work isn’t wasted—it’s the foundation you need to build on.
What Answer Engines Look For
Answer engines like ChatGPT, Perplexity, and Google’s AI Overview look for content that’s structured, authoritative, and immediately useful. Here’s what gives you an edge:
Structured Data That Machines Can Read
AI models parse your site differently than human visitors. Schema markup, proper heading hierarchies, and clean HTML help AI understand what your content is about and how to categorize it. If your product specs, installation guides, or troubleshooting resources are buried in a PDF, or your expertise is locked in image-heavy brochures, AI can’t see it.
Conversational, Question-Based Content
People don’t ask AI “industrial valve suppliers Chicago,” they ask “what’s the best valve for high-pressure steam applications?” or “how do I choose between ball valves and gate valves?” If your content answers these questions directly (the way your customers would ask it), you’re more likely to be cited.
Authority Signals AI Can Verify
Backlinks still matter, but so do citations, industry mentions, case studies, and third-party validation. AI models look for signals that you’re a legitimate expert, not just another vendor. Publishing thought leadership, getting quoted in trade publications, and maintaining accurate business listings all contribute to this.
How to Improve Brand Visibility in AI Search Engines
1. Audit your Current AI Visibility
Test your brand in ChatGPT, Perplexity, Claude, and Google AI Overviews. Ask questions your prospects would ask, including “what’s the best [your product category] for [specific use case]?” Document what comes up. Is your brand mentioned? Are competitors featured instead? Is the information accurate? This will tell you what’s working and where the gaps are.
2. Implement Schema Markup Sitewide
Schema markup is code that tells search engines and AI what your content represents.
Priority schema types for B2B ecommerce:
- Product schema: Price, availability, specifications, reviews
- FAQ schema: Common questions and answers
- Organization schema: Company info, contact details, social profiles
- BreadcrumbList schema: Site navigation structure
- HowTo schema: Installation guides, setup instructions
Tools like Google’s Structured Data Markup Helper or Schema.org documentation make this easier than it sounds. If you’re on a widely used ecommerce platform, many schema elements may already be implemented—just verify and expand them.
3. Convert Your Content to Answer Format
Review your highest-traffic pages and ask: “Does this directly answer a question?”
Product pages should answer: What is this? Who is it for? How does it compare? What are the technical specifications? How do I use it?
Service pages should answer: What exactly do you do? How does your process work? What results can I expect? How long does it take? What does it cost?
Add robust FAQ sections that include 15-20 specific questions your sales team hears repeatedly. These become citation gold for AI.
4. Make Technical Documentation Web-Accessible
If your datasheets and spec sheets are trapped in PDFs, AI can’t see them. Publish specs as HTML pages with clear headings. Don’t just list specs, explain what they mean. Create comparison charts and troubleshooting guides. Keep PDFs for download, but make the information crawlable.
5. Build Topical Authority with Content Hubs
Scattered blog posts don’t build authority—comprehensive resource hubs do. Create central hubs covering foundational concepts, buyer’s guides, implementation resources, industry applications, and technical deep-dives. Interlink pages and content strategically so AI sees clear expertise in your domain.
6. Claim Your Brand Across the Web
AI pulls from everywhere, not just your site. Maintain accurate listings on industry directories, review platforms, Wikipedia if applicable, and ensure NAP (Name, Address, Phone) consistency everywhere. Inconsistent information weakens your authority signals.
7. Monitor and Adjust Often
Run the same AI searches from Step 1 monthly. Track which content gets cited and which doesn’t. Test new question formats and refine based on what’s working. Use Google Search Console, or other AEO tools, to track AI search appearances.
Your Next Steps
The shift to AI search is happening now, and the brands that begin adapting will have a significant advantage. Once AI models learn to consistently cite your brand as a trusted source, you become the default answer for particular prompts.
Getting there doesn’t mean reinventing your entire digital strategy. You can build on what’s already working and fill in specific gaps. Start with visibility. Test where you show up today in AI platforms, identify what’s working and what’s missing, then prioritize the technical and content improvements that will have the biggest impact.
Want to see how your brand shows up in AI search? We can audit your current visibility and map out a strategy to get you cited where your buyers are searching. Let’s talk.
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