When someone asks ChatGPT to recommend a product or service in your industry, does your business appear? If not, you’re facing a problem that’s only getting worse. With artificial intelligence traffic growing seven times since 2024, it’s quickly becoming a force businesses can’t ignore.
According to Aaron Conway, director at Ronin Management, a Singapore-based consultancy specializing in generative engine optimization, this shift represents one of the most significant changes to digital marketing in years. The firm helps brands become the default answers on AI search platforms through advanced optimization techniques that go far beyond traditional SEO.
“There’s a fundamental transformation in how people find information,” says Conway. “AI platforms are becoming the primary way decision-makers discover solutions.”
Why traditional SEO is lacking
The way people search for information has changed drastically. Instead of scrolling through pages of links, users now ask AI platforms direct questions and receive synthesised answers.
Conway explains that this change goes deeper than most businesses realize. “Traditional SEO was built around ranking on search engine results pages. You optimized for keywords, built backlinks, and hoped to land in the top positions. That playbook assumed people would click through to your website.”
The problem? 60% of searches in traditional search engines now end without a click due to AI summaries. When AI platforms provide comprehensive answers directly, users have less reason to visit individual websites.
“AI systems don’t rank websites the way Google does,” says Conway. “They synthesize information from multiple sources and present it as a single response. If your business isn’t part of that synthesis, you simply don’t exist in the answer.”
Generative AI’s impact on search
Research shows that generative AI is changing search from a link-based model to a context-based model that delivers immediate responses. This means businesses need to think beyond appearing in search results.
Conway points to what researchers call large language model optimization (LLMO) and answer engine optimization (AEO). “Studies demonstrate that GEO can boost visibility by up to 40% in generative engine responses. The businesses investing in this now are positioning themselves as authorities before their competitors even understand what’s happening.”
Legal, finance, health, small and midsized businesses, and insurance sectors account for 55% of all LLM-sourced sessions, largely because users turn to AI for complex, consultative questions in these areas. But Conway warns that no sector is immune to this shift.
How businesses can optimize for AI-powered search
Conway breaks down the optimization process into three core areas that businesses must address immediately.
Structured data
“AI platforms parse content differently than traditional search engines,” Conway explains. “They look for clean, machine-readable information. Schema markup tells AI systems exactly what your content represents, whether that’s a product, service, review, or piece of expertise.”
He recommends implementing JSON-LD structured data across key pages, particularly for articles, products, services, and FAQ sections. FAQ schema pages get disproportionately more AI citations in many verticals.
“Think of structured data as giving AI platforms a roadmap to your content,” says Conway. “Without it, these systems have to guess what your pages are about. With it, you’re explicitly telling them exactly what information you’re providing and why it matters.”
Brand consistency
Conway stresses that AI platforms aggregate information from multiple sources to form their understanding of a business. “If your brand information varies across platforms, you’re confusing the systems trying to reference you. Consistent NAP data, unified messaging, and coherent brand positioning across all touchpoints matter more than ever.”
This consistency extends to knowledge graphs and entity recognition. “AI platforms need to understand that your business is a distinct entity with specific attributes,” says Conway. “That means claiming and optimizing your profiles on platforms like Wikipedia, Wikidata, and industry-specific directories that AI systems trust.”
He adds that businesses should ensure their core information remains identical across Google Business Profile, social media platforms, industry directories, and their own website. “Even small discrepancies can prevent AI systems from confidently citing your business as an authoritative source.”
Authoritative content signals
Content depth and readability matter most for securing AI mentions and citations, while traditional SEO metrics like traffic and backlinks have little impact.
Below, Conway breaks down the key signals businesses should focus on:
1. Create answer-focused content: “Create content that directly answers the questions your customers ask AI platforms,” Conway advises. “Use a clear heading structure, short paragraphs, and definitive statements. Q&A format performs best for AI search, with structured content using headings and lists proving nearly as effective.”
2. Incorporate original data: Conway recommends incorporating original data, research, and statistics wherever possible. “AI systems prioritize sources that provide unique insights rather than rehashing information available elsewhere. If you can cite your own research or proprietary data, you become a primary source rather than just another voice repeating what everyone else says.”
3. Start with key pages: For small businesses concerned about resources, Conway offers practical starting points. “Begin with your most important service or product pages. Add schema markup, create comprehensive FAQ sections, and ensure your Google Business Profile is complete and active. These steps alone can significantly improve your visibility in AI responses.”
4. Monitor your visibility: Conway also suggests monitoring where your brand currently appears. “Tools now exist to track citations in ChatGPT, Perplexity, and other AI platforms. Understanding your current visibility helps you identify gaps and measure improvement as you optimize.”
Conway warns that businesses delaying this work are taking a significant risk. “The brands establishing authority now are the ones AI systems will reference repeatedly as these platforms become more prevalent. Waiting means watching your competitors become the default recommendations while you remain invisible.”
Photo credit: Supatman/iStock
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