Optimising your business’ blog for AI search

Why did you launch a blog for your business? Maybe to help your business grow organically, improve search rankings, or build brand awareness. These are all valid reasons. But blogging now requires a fresh approach.

Today’s search landscape is almost unrecognisable compared to even five years ago. AI-powered platforms like ChatGPT, Perplexity AI, and Google’s AI Overviews are reshaping how users find and trust information online.

It’s no longer just about ranking in the top ten results on Google. Now, it’s about whether your business is visible in AI-generated summaries, cited by Large Language Models (LLMs), and discoverable in multi-channel search experiences.

If your blog content isn’t adapted for this AI-first world, your business risks becoming invisible in new user journeys. The good news? You can adapt, and small businesses are often agile enough to do this. We explain exactly how and where to get started.

How AI search is reshaping content visibility

The old model of writing a blog post, optimising it, and hoping it will rank is no longer enough. Search engines now work differently because user behaviour is changing.

Instead of delivering long lists of blue links, Google increasingly serves up AI-generated summaries: quick, tailored answers taken from information extracted from various online sources. These are known as AI Overviews (AIOs) and they’re becoming the norm.

AI Overviews and the rise of zero-click search

AIOs are changing how visible your content is and when it is surfaced in Google results. In his talk at brightonSEO (the world’s largest conference for search marketing), Marcus Tober, SVP Enterprise Solutions at Semrush and founder of Searchmetrics, revealed 75% of problem-solving searches now generate some form of AIO.

Analysing the types of keywords that typically trigger AIO responses, Tober shared the following breakdown:

• 59% are informational queries (seeking knowledge or research-based answers)
• 35% are framed as questions
• Only 19% reveal clear commercial intent

Plus, with the ‘Show more’ button for AIOs, we see traditional organic results pushed further down the page. In fact, Neil Patel, Co-Founder at Neil Patel Digital and a top voice in marketing, highlighted in his April 2025 webinar that AIOs take up 67% of screen height.

He added that zero-click searches (people not clicking through to a website from the Google results page) jumped to 59.24% after the rollout of AI Overviews in 2024 – up from 57% previously.

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What does this mean for your business’ blog? Well, fewer users are clicking through to websites – even when your content is featured – and more people are expecting instant answers.

People are also searching differently. Google now handles 5 trillion searches per year, and these searches are getting longer and more complex. Neil Patel emphasised that:

• More than 50% of all search queries are four words or longer
• Long-tail keywords account for 70% of search traffic

This is a sign that users are becoming more precise and conversational in how they search.

Why do you need to reconsider your content strategy?

This shift in search marks a turning point for small businesses and content creators. It’s no longer just about ranking well for a single keyword. You need to optimise for visibility within AI-generated summaries, not just the top ten blue links.

Most importantly, you must produce content users actually want to click on, even in a zero-click world. That means focusing on helpfulness, authenticity, expertise, and topical relevance. Ultimately, your content’s success depends on understanding and adapting to how people search in this AI-driven environment.

What does an AI-optimised blog look like?

If you’re maintaining a blog for your small business, it’s time to rethink old habits. An AI-optimised blog post doesn’t just apply traditional SEO tactics. Here’s what a successful AI-optimised blog post does:

1. Begins with a clear, confident answer

Open your post with a direct, summarised response to the query you’re covering. There’s no time for long-winded storytelling or scene-setting. Lead with the most useful information, making it succinct and scannable (around two to three short sentences). This approach positions your blog for top-of-page visibility in zero-click features like AIOs.

2. Includes a summary 

Follow your intro with a structured list of key takeaways, clearly outlining what the reader (and algorithm) will learn. This format directly feeds the structure AIOs favour, offering a sneak peek of the valuable content in your blog post. It also enhances readability.

3. Focuses on real-world user questions and challenges

Structure each blog topic around actual queries your audience are typing – especially longer, conversational questions (including long-tail keywords, which have lower search volume and are generally 3-5 words long). As mentioned earlier, over half of all search queries are four words or more.

4. Uses clean, semantic formatting

AI rewards clarity. Firstly, use semantic headers and H tagging (H2s, H3s) that map to expected subtopics and avoid unnecessary fluff. Secondly, use short paragraphs and simple sentence construction. Where possible, break down long chunks of information into tables, numbered steps, and bulleted lists – these are all AI-friendly formats.

5. Embeds structured data and visuals

Structure isn’t just about words and sentences. Include multimedia content to present information clearly and compellingly. Use comparison tables, checklists, infographics, screenshots, original photos, or short explainer videos within your blog posts.

When it comes to technical SEO, use schema markup to help AI index and interpret your content better, and avoid pages with JavaScript, as LLMs can’t currently read this. Heemesh Vara, SEO Director at 1st Formations has this to say:

We’re increasingly seeing that content with validated structured data is more likely to appear in AIOs. It’s early days, but schema markup plays a key role in how LLMs identify and surface authoritative content.

Lastly, prioritise video. Short-form videos are increasingly cited in AIOs – especially visual demos, comparisons, and instructional content. Interestingly, Neil Patel revealed in one of his webinars on AI Overviews and brand visibility that there’s a 21% month-over-month increase in YouTube citations in AIOs.

6. Integrates credible quotes, references, and stats

This is no different to traditional SEO best practices. Aim for reliable content supported by evidence. Back your insights with trusted third-party research, quotes from experts, and data-led examples.

AI search visibility improves when your content includes authoritative sources and concrete numbers.

7. Keeps language natural, but keyword-aware

Avoid robotic keyword stuffing. Focus instead on clear, human-friendly writing that includes strategically chosen terms.

Most importantly, seamlessly include long-tail, semantically related keywords to match how people naturally phrase their search queries. Searches are increasingly specific and intent-driven, so you should write content that mirrors your audience’s goals, challenges, or pain points.

8. Ends with a helpful closing paragraph

Don’t forget to wrap up your blog post with a short recap and clear next steps for the reader. Not sure what to suggest? How about linking to a related article or encouraging your audience to check out a landing page?

The goal is to show up consistently and meaningfully – in AI-generated summaries, snippets, and conversational searches within the AI tools themselves.

How to update existing blog posts for AI search

Do your blog articles still open with vague anecdotes, bury the main points halfway down the page, or rely on outdated data? If so, it’s time to strengthen their foundation.

You don’t need to panic and rebuild them from the ground up. Start with this simple checklist instead:

Element	What to Check	What to Change
Titles	Alignment between user search phrasing and your brand language.	Reframe headers and subheads around natural and question-based user queries. Avoid overly promotional or jargon-heavy titles.
Structure	Readability, logical flow, and scannability.	Add H2s, H3s, FAQs, and bulleted or numbered lists. Use shorter paragraphs and clear formatting.
Answer first	Whether the post opens with a direct answer to the main query.	Front-load your solution or answer. Move context, backstory, or storytelling further down the page.
Freshness	Outdated stats, expired links, old screenshots, or irrelevant examples.	Update top-performing blogs every 4–6 months. Revisit evergreen posts annually.
Originality	Signs of generic AI-generated content, repetition of common ideas, no unique points of view.	Add real examples, unique commentary, first-hand experience, and subject matter expert quotes. Avoid summaries with no added value.
Linking	Broken external or internal links, missing related blog content, or product/service references.	Anchor posts around topic clusters. Guide readers along a logical user journey using strategic internal links.

Refreshing and improving your bank of content is one of the best ways to stay competitive in an AI-first search world – especially as scaled, low-value content continues to be penalised.

Marco Giordano, Web Analyst Consultant at Seotistics, emphasised the importance of refreshing content at brightonSEO. According to him, content decay is a snowball – if uncaught, decaying content gradually siphons off authority and visibility.

Common traps to avoid as AI changes content discovery

Small businesses embracing change will have new opportunities. By contrast, falling back on old-school tactics could result in the end of your blog. Here’s what to watch out for:

1. Obsessing exclusively over keywords 

You may be tempted to go after a handful of keywords to chase top rankings. However, search platforms now prioritise authority around entire topics as opposed to arbitrary keywords. Start thinking topically: what areas do you have experience or expertise in? How can you offer in-depth insight into these topics?

2. Publishing more, without structuring better

As always, it’s quality over quantity. Content that’s superficial, rehashed from a combination of other online content, or doesn’t have a clear purpose won’t be picked up by AIOs or satisfy users. Ask yourself: Does your article solve a real problem? Is it formatted logically and clearly – and is it optimised for mobile experiences? Does it provide original information that users can’t find elsewhere online?

3. Letting AI tools take over your content creation

AI can support your content marketing efforts with ideation, research, and basic structuring. In fact, AI tools can be helpful content assistants provided you give clear direction, input unique insights, and edit the content before publishing.

So, why not trust AI alone to create content? Carelessly publishing generic AI outputs without scrutiny or any human involvement will ultimately harm your business’ site. Platform algorithms, which are evolving rapidly, can detect generic patterns, and Google will penalise your business’ website if it notices mass-produced, low-quality content.

Instead, prioritise the following:

• High-quality content that’s authentic
• First-hand insights
• Founder voices
• Storytelling elements
• Proprietary research or data
• Case studies or genuine customer experiences

4. Remaining text-only

Search engine results pages (SERPs) are becoming multimodal. This means Google, TikTok, Reddit, YouTube and third-party citations all intertwine.

Conductor’s 2025 Benchmarks Report found that video content is now the fastest-growing SERP feature. Blogs that thrive in this new search environment have useful video walk-throughs, helpful explainers, or micro content hubs that extend engagement across different channels. Being found only via classic blog formats will soon hamper your company’s reach. Patrick Reinhart, VP, Services and Thought Leadership of Conductor, puts it this way:

Video is dominating search results. If you’re not thinking about how to integrate it into your content strategy, you’re already behind. And make sure you host it on YouTube – not your website or Vimeo. Google prioritises YouTube above all other platforms.

What can you expect next?

Search is changing quickly and becoming smarter. Soon, you’ll see Google’s AI becoming more like a research and conversational assistant than a simple results page.

Google’s AI Mode, currently in experimental rollout in the US, allows users to:

• Ask complex, multi-part questions
• Get follow-up, refined answers
• Compare and explore options
• Get guidance, links, and product mentions all in one place

Google’s AI Mode in action

AI Overviews for more commercial searches

AIOs already answer questions directly in search results, but now they’re expanding to cover more types of queries – not just common, informational “how” or “what” queries.

More transactional keywords (the ones people use when they’re comparing products or services or are ready to buy) trigger AIOs. However, even when AI provides a summary, people still need to click through to compare, decide, or purchase.

This is your opportunity to create easy-to-use landing pages that clearly explain your product or service. These pages help convert buyers who are already looking for a solution, even if they don’t yet know your brand.

Creating commercial pages that drive action

Content that speaks directly to a customer’s problem when they’re ready to act will perform best in this new search environment.

Here’s what to know:

• Blog content can still help with visibility, but it’s often slower to rank and less likely to convert.
• BOFU (bottom-of-funnel) pages – like service pages, product summaries, or comparison posts – are as valuable as ever. These target high-intent queries and often don’t need backlinks to rank well.
• These transactional search terms are typically less competitive, but they represent the intent to buy or engage with a product or service.

If you’re only creating blog content for awareness (top-of-funnel), you could be missing out on more valuable traffic and leads by not optimising your landing pages and targeting BOFU queries.

Other trends to watch

You can also expect Google to give priority to relatable content such as:

• User-generated content (UGC), like Reddit threads, customer reviews, and community discussions
• Video content, especially from YouTube, will remain heavily cited in AIOs – consider adding demos, product explainers, and tutorials that match high-intent queries

So, now is a great time to collect and publish authentic customer reviews, create short video explainers, and create buying guides that help people make purchasing decisions.

Your blog still matters, but it needs to work smarter

Blogging isn’t dead, and SEO hasn’t disappeared. But the platforms and algorithms that fuel online discovery – the way people ask questions, find answers, and make decisions – have changed drastically.

Stop writing more posts just to “tick the SEO box” and start rethinking how your blog delivers value. It’s about being genuinely useful – to readers, to search engines, and to AI platforms that now determine how and what gets surfaced.

The path forward is relatively simple: structure your content around real user intent, answer directly and confidently, and showcase your lived experience or expertise in a way that both humans and search platforms can understand.

Small businesses that adapt now, starting with just one updated blog or a better internal linking strategy, will have an edge while others try to play catch-up. For more advice on scaling and marketing your company, explore our ultimate guide to content marketing for small businesses.