AI has completely transformed search over the past couple of years. What worked pre-2024 is no longer viable in the age of ChatGPT and AI overviews. As a result, many businesses have noticed significant declines in their traffic stats, and very few know what to do to get it back.
The truth is, websites that optimize for organic rankings are playing by rules that no longer apply. Instead of competing for SERP position, you need to be competing for recommendations from AI systems that summarize the internet, strip away clicks and decide which products and services get mentioned by the AI overview.
If you’re not a part of that summary, you’re typically below the fold and won’t even be seen by searchers. Top organic links have seen up to 30-40% decreases in click-through rates in search, as users are getting answers directly in the search results, eliminating the need to click through at all.
The good news is that AI search isn’t random… in fact, it’s surprisingly predictable, because that’s exactly what AI does best. Google AI overviews and similar tools pull their answers from sources they trust, repeat language that they consistently see and tend to recommend products and services that are clearly defined and easy to explain.
This checklist eliminates the guesswork and focuses on what’s currently working – which is clear positioning, strong reputation signals and third-party recommendations that they see consistently online.
1. Clearly Define Your Business’s Products or Services
Before AI recommends you, they need to understand exactly who you are. This means that many of the same tactics that work for Google Business (after all, Google’s algorithm is an AI system itself) will work for other LLMs such as ChatGPT. Be sure to:
- Use consistent business name, address, and phone number (NAP)
- Clearly state what you do, who you serve, and where you operate
- Implement Organization and LocalBusiness schema
- Avoid vague positioning or buzzword-heavy descriptions
If an AI can’t describe your business in one clean sentence, it’s probably not going to recommend it.
2. Structure Your Website Content to Answer Questions Directly
Content that delivers clear, immediate answers gets priority with AI. That means you should think in terms of “answer-first” writing, not just keyword density. For each page on your website (especially the important pages):
- Use question-based headings (H2s and H3s)
- Place concise answers at the top of each section
- Follow up with explanations, examples, or steps
3. Build Topical Authority, Not Just Pages
Depth and coverage, not content volume, is what most AI models look for. Modern AI systems don’t just look at whether you rank for a single keyword—they evaluate how well you cover the entire topic around it. That’s where topical clustering really shines. Topic clusters aren’t just good for SEO in general, LLMs eat them up as well.
Why? Because topic clusters align closely with how AI search works behind the scenes. When AI responds to a user query, it doesn’t rely on a single search alone. It queries search engines for dozens of related searches, follow-up questions, comparisons, and variations (often referred to as “fan-out” queries) to understand context and build confidence in its response.
So, rather than stopping at 4-5 isolated “pillar” pages on your website, focus on building out complete topic clusters around each one that demonstrate subject-matter authority:
- Create comprehensive resources around core services
- Build supporting pages that address related questions, comparisons, and objections
- Interlink related articles and service pages so that relationships between topics are obvious
For example, if you offer marketing consulting, don’t just have one “Marketing Services” page. Build a cluster that includes content marketing strategy, paid advertising approaches, analytics and measurement, common marketing mistakes to avoid, and how to choose a marketing partner.
This approach does two things at once: it strengthens traditional organic visibility and increases the likelihood that your content gets cited when AI systems synthesize answers.
One well-developed topic cluster beats ten thin blog posts every single time.
4. Publish Content That Signals Real Expertise
Firsthand knowledge is heavily favored with AI systems. While generic content may get some visibility, it rarely earns strong recommendations. Be sure that you always:
- Share case studies and real-world examples
- Reference actual processes, tools, locations, or results
- Include author bios with relevant experience
5. Optimize for Conversational & Voice Queries
Unlike traditional search, AI search mirrors how people naturally ask questions. So always remember to:
- Write in plain, conversational language
- Target long-tail, spoken-style queries
- Add FAQ sections to important pages
If your content sounds natural out loud, you’re on the right track.
6. Earn Third-Party Recommendations
One of the most effective tactics for Google AI Overviews today is being recommended on other websites, especially in listicles and comparison content. This is true even for content posted on your own website, but really shines with content posted on 3rd party sites.
AI models love to pull from:
- “Best of” posts
- Top 5–10 lists
- Comparison and alternatives articles
These pages provide clear, structured recommendations that AI systems can easily interpret and reuse.
7. Target Listicles and Comparison Pages Strategically
Instead of chasing random backlinks, focus on acquiring recommendation-driven placements on 3rd party websites. This expands on the previous tactic by getting other websites to recommend your products and services… not just your own. In order to ensure the best results, be sure to:
- Identify listicles already ranking for your key terms
- Look at sources cited in AI Overviews
- Pitch editorial inclusion, not promotion
Remember, the goal is to be framed as a trusted option, and this method works incredibly well at giving those signals to LLMs.
8. Control How You’re Described Off-Site
Clarity matters just as much on other websites as it does on your own. When looking to acquire recommendations from other websites, be sure to encourage consistent descriptions that include:
- What you do
- Who you serve
- Location or market
- A clear differentiator from your competitors
A short, accurate description on a third-party site can become the exact language an AI uses to recommend you.
9. Strengthen Trust & Reputation Signals
When deciding who to recommend, AI systems weigh trust heavily. If your business is currently listed on Google Business or similar websites:
- Collect and respond to reviews
- Showcase testimonials and third-party validation on your own site
- Keep business profiles active and accurate
10. Use Structured Data to Reduce Ambiguity
Schema markup helps AI interpret your content correctly. For instance:
- Organization / LocalBusiness
- Product or Service
- FAQPage
- Review and AggregateRating
Structured data doesn’t guarantee visibility, but it removes confusion and makes it very clear to Google (and LLMs in general) what your business is about. Confusion kills recommendations, so make it clear with schema.
11. Keep Business Information Updated Everywhere
It’s not just your website that AI pulls data from. It looks for multiple sources, such as:
- Google Business Profile
- Bing Places
- Apple Maps
- Industry and local directories
Inconsistent or outdated info erodes AI confidence. Just like with Google local search, ensuring consistent NAP (Name, Address, Phone) makes it more confident that your business information is accurate and up-to-date.
12. Ensure Your Website Is Fast, Usable, and Accessible
Users hate slow and confusing websites, and AI systems prefer to not frustrate users. Ensure that your website includes:
- Fast load times (especially on mobile)
- Clear navigation and readable layouts
- Accessible content (alt text, headings, contrast)
- Secure and technically sound setup
Poor user experience generally means lower likelihood for recommendation, so keep your website as fast and user-friendly as possible.
Final Takeaway
To win visibility with Google AI overviews and LLMs in general, focus on:
- Clear positioning
- Helpful, experience-driven content
- Strong reputation signals
- Consistent third-party recommendations
When multiple trusted sources already recommend you, AI simply connects the dots. Your job is to ensure that those dots are easy to connect.
This blog was written by Larry Sheckell, Empirical Marketing Associate.
The Empirical team can drive your marketing efforts forward to help meet your business objectives! From building brand awareness, increasing website traffic, generating leads, and ensuring your website can be found by your target audience (and so much more!), be sure to connect with Bill Morrow at bmorrow@thinkempirical.com or (610) 994-1139.
