AI-driven search tools work in a different way to Google search. Instead of using keywords to assess what your website is about, they judge it holistically based on your content, and other key signals that mean your site appears high-quality and trustworthy.
That means:
- Pages need to be easy to understand and cite (for both humans and machines)
- Key information must be unambiguous and consistently presented
- Content should demonstrate credibility, not just relevance
- Structured data and technical health matter even more than before
Our approach combines technical SEO, content strategy, and structured data improvements to increase the likelihood your brand is discoverable, quotable, and recommended across AI-assisted search.
What is AI Search Optimisation?
AI-driven search tools work in a different way to Google search. Instead of using keywords to assess what your website is about, they judge it holistically based on your content, and other key signals that mean your site appears high-quality and trustworthy. That means:
- Pages need to be easy to understand and cite (for both humans and machines)
- Key information must be unambiguous and consistently presented
- Content should demonstrate credibility, not just relevance
- Structured data and technical health matter even more than before
Our approach combines technical SEO, content strategy, and structured data improvements to increase the likelihood your brand is discoverable, quotable, and recommended across AI-assisted search.
Our AI Search Optimisation services
AI Search Visibility Audit
We start by assessing how well your website communicates the information AI systems look for.
What we review:
- Site architecture and crawlability
- Indexation, canonicalisation, and duplication risks
- Core templates (category, product, blog, brand pages)
- Content clarity and “answerability” (what’s extractable vs vague)
- Structured data coverage and quality (schema)
- Trust and credibility signals (brand consistency, authoring, policy pages, reviews)
- Your current performing topics in AI search
- Any topic opportunities that show areas for growth
We’ll use this to create a prioritised roadmap which starts with any identified quick wins, before moving on to longer-term improvements.
Content Optimisation for AI Discovery
If your content is hard to extract, AI tools are less likely to use it. We optimise key pages so the important details are unmistakable.
Includes:
- Reworking headings and page structure for clarity
- Adding concise “best answer” sections where appropriate
- Improving internal linking (so AI and crawlers can follow topic relationships)
- Creating supporting content that reinforces authority (guides, comparisons, FAQs)
- Strengthening E-E-A-T style signals (expertise, experience, trust)
It’s work that can improve the performance of any site, but is particularly effective when applied to eCommerce category pages, brand pages, pillar content, service pages, and buying guides, all of which form the backbone of any high-performing online store.
Structured Data (Schema) Implementation
Structured data helps search engines interpret your content consistently – and can improve how your pages are understood, attributed, and surfaced.
We can implement and validate:
- Organisation, Website, Breadcrumb, FAQ
- Product, Offer, Aggregate Rating, Review (where appropriate)
- Article/BlogPosting and author markup
- LocalBusiness (if applicable)
- Collections and navigation enhancements
We’ll also sanity-check that your structured data matches what’s visible on-page (a common issue).
Technical Foundations for AI-Ready SEO
AI visibility still depends on technical SEO fundamentals – often more than ever.
We support:
- Indexation control (robots, canonicals, parameter handling)
- Performance improvements (Core Web Vitals)
- Duplicate content reduction (filters, variants, pagination)
- Better faceted navigation strategy for ecommerce
- XML sitemap and internal linking improvements
- Content rendering, JS issues, and crawl budget considerations
Content Strategy for AI + Traditional SEO
AI Search Optimisation isn’t a replacement for SEO – it’s a complimentary process that has many of the same aims, allowing you to simultaneously execute a traditional and AI optimised overhaul of your website.
We’ll build a strategy that aligns:
- What people ask (questions, comparisons, “best for…” queries)
- What you sell (commercial landing pages that convert)
- What AI needs (structured, verifiable, well-linked information)
Deliverables will include topic maps, content briefs, and editorial calendars – with practical and measurable targets.
Training on How to Optimise Content for AI Search
If your internal teams are struggling to keep up with the pace of change and would like training on how to carry out their own AI optimisation work, we can help.
We can provide:
- Live training (1-2-1 or in cohorts to suit your budget)
- Training materials
- Follow-up Q&A sessions
What results can you expect?
AI Search Optimisation is about improving the probability that your brand is selected, cited, or recommended in AI-assisted search journeys – while also strengthening your traditional organic performance.
Typical outcomes include:
- Clearer, more consistent organic visibility for high-intent queries
- Better sitewide content structure (and easier navigation for customers)
- Improved SERP performance from stronger technical and schema foundations
- Content that’s more likely to be summarised accurately (and favourably)
We’ll be honest about what’s measurable today and what’s emerging – and focus on improvements that will stand up even as platforms evolve.
Why Webselect?
We approach AI search optimisation the same way we approach ecommerce growth: clean execution, strong fundamentals, and measurable improvements.
You’ll get:
- Practical recommendations (not hype)
- Clear implementation guidance for developers and content teams
- Ecommerce-first thinking – built around revenue, not vanity metrics
- A roadmap that supports SEO, UX, and conversion together
How we work
- Discovery + goals (what matters: revenue, leads, visibility, efficiency)
- Audit and benchmarking (technical, content, structured data)
- Roadmap and priorities (quick wins first, then compounding improvements)
- Implementation support (hands-on or collaborative with your team)
- Reporting + iteration (what changed, what improved, what’s next)
Frequently Asked AI Optimisation Questions
Is AI Search Optimisation different from SEO?
AI Search Optimisation builds on SEO fundamentals, but focuses more on extractability, clarity, structured data, and the trust signals AI systems use when summarising and recommending results than it does on keywords. It’s a more complex approach, which is mandated by the way that AI search works.
Do you need to rebuild the site?
Usually not. Most gains come from improving templates, content structure, internal linking, and schema – changes that are typically incremental and low-risk. If we identify opportunities to improve your site through development while we’re working for you, we’ll let you know, but the choice on whether to update your site in accordance with the advice will be up to you.
How long does it take to see results?
Some improvements (like structure, schema, and content clarity) can help quickly once crawled, while broader visibility gains compound over time as authority and coverage improve. AI platforms constantly refresh their data, so we’ll keep you updated about where your site is being recommended and cited, and for which queries.
Can you optimise product and category pages as well as blogs?
Yes – and for eCommerce, that’s often where the biggest impact is. We prioritise templates and pages tied to revenue so that they’ve a better chance to be cited, and more importantly, recommended. As AI evolves it’s more and more likely to be the last barrier between your business and a sale, and that means increasing the likelihood of a product recommendation is essential.
How do you measure success?
We track what’s measurable today (organic visibility, crawl/indexation health, rich results, engagement and conversions). For AI-assisted discovery, we also monitor brand query trends and the consistency/accuracy of how your brand is represented. We’ll also let you know about answers that should have featured your brand, but didn’t, and help you to optimise so that it’s picked up next time.
Will this replace our existing SEO plan?
No – it strengthens it. If you already have SEO in place, AI Search Optimisation helps futureproof your strategy as search interfaces evolve. Much of the work involved is built on SEO fundamentals, which means your site will become stronger for both AI and traditional channels.
Ready to improve your AI search visibility?
If you’re noticing shifts in organic performance, or you simply want to futureproof your visibility as search evolves, we can help.
Get in touch to book an AISO audit and we’ll share a clear set of next steps tailored to your platform, content, and commercial goals.