AI search is changing how Australians find information online. Tools like ChatGPT, Perplexity, and Google's Gemini don't rank pages the way traditional search does. They scan content looking for clean, quotable answers to specific questions.
If your content isn't structured for AI systems, you're invisible to them. That means you're missing traffic, leads, and customers who are searching right now.
What Is AI SEO?
AI SEO is optimising your content so AI tools can find it, understand it, and quote it in their responses. Unlike traditional SEO where you aim to rank on page one, AI SEO is about getting cited in the answer itself.
When someone asks ChatGPT "what's the best accounting software for small businesses in Australia," you want your content to be the source it quotes. That's the difference between being seen and being skipped.
The shift is happening fast. In 2025, Cloudflare reported GPTBot jumped from 9th to 3rd place in web request volume. ChatGPT traffic is climbing sharply. Perplexity, Claude, and other AI tools are pulling millions of searches away from traditional Google results.
If you're not optimising for these systems now, you're leaving real traffic and revenue on the table.
How AI Search Engines Work Differently
AI tools don't crawl and rank pages like Google traditionally does. They look for structured, quotable information they can pull into answers.
Here's what they scan for:
- Short, sourced answers to specific questions
- Headings, tables, lists, and structured data
- Clean quotes they can show in summaries
- Current, verifiable facts with context
Traditional SEO focused on keywords and backlinks. AI SEO focuses on clarity, structure, and machine readability.
Why Most Australian Sites Miss Out
AI crawlers are less efficient than Googlebot. Research from Vercel found GPTBot and ClaudeBot crawl far less often and waste hits on 404 pages and broken links.
The bigger issue: most AI systems can't run JavaScript. Google's Gemini and Applebot are exceptions, but ChatGPT, Claude, and Perplexity can't process JavaScript-loaded content.
If your site relies heavily on scripts to load content, it's invisible to most AI tools. Sites built on heavy JavaScript frameworks often miss indexing entirely. This makes understanding JavaScript SEO critical for maintaining visibility across both traditional and AI search.
Wikipedia dominates AI search results for a reason. It's built for quoting: strong headings, clean structure, plain language, well-sourced facts. That's your blueprint.
Write Content AI Tools Can Quote
Think about it this way: someone asks an AI tool a question, and it quotes one sentence from your page. That's your target.
AI systems want three things:
- A clear, direct answer
- A trustworthy source
- Enough context to verify the answer
Give them that and you'll show up in results consistently.
Answer Questions Directly
Write sections around real questions your customers ask. Then answer them straight away, no fluff.
If someone searches "how much does conveyancing cost in NSW," don't bury the answer in paragraph three. Lead with it: "Conveyancing in NSW typically costs between $800 and $2,500, depending on property value and complexity."
Then add one supporting fact. Then link to a detailed breakdown or comparison table.
Ahrefs research from 2025 shows AI-cited content is usually newer than what ranks in traditional blue links. Fresh statistics, current examples, and recent data get picked up more often. Update your key pages regularly with new information.
Use Natural Language and Long-Tail Queries
Write like people actually talk and search. AI assistants respond to conversational queries: "best cafes in Fitzroy with outdoor seating" or "cheapest home insurance for Brisbane apartments."
Match that language in your content. Use the actual phrases customers use when they talk to you on the phone or in emails.
Cluster related topics on one page and link to detailed subpages when needed. This helps AI systems understand the breadth of your expertise while keeping individual pages focused.
Keep Paragraphs Short and Scannable
Two to three sentences per paragraph works best. Long blocks lose readers and confuse AI systems trying to extract quotes.
Short sections improve quoting accuracy. They also help readers decide quickly if they've found what they need.
Start with the answer first, then explain the details. Don't make people hunt for information.
Concise doesn't mean brief. It means putting the most important information where people and AI tools can find it immediately.
Write in Blocks the Bot Can Lift
Here's a note I keep above my desk: "Write in blocks the bot can lift."
Every section should work as a standalone answer. Use clear topic sentences. Make your first sentence in each section the most quotable one.
Bad example:
"There are many factors that contribute to successful email marketing campaigns in today's digital landscape, including segmentation strategies and personalisation techniques."
Good example:
"Email marketing in Australia averages a 21% open rate across industries. Retail and e-commerce see higher rates, while B2B services typically see lower."
The second example gives AI tools something specific to quote. The first is vague corporate waffle.
Build Links That Signal Authority
Links still matter for AI search, but they work differently. AI systems don't count backlinks - they look for authority signals that indicate your content is trustworthy enough to quote.
When AI tools decide whether to cite your content, they check if reputable sites reference you. Links from established publications, industry bodies, and trusted sources carry more weight than hundreds of directory links.
Focus on Earning Citations
The best links come from content that gets naturally referenced. When other sites quote your research or statistics, AI systems notice.
Create content worth citing:
- Original research with Australian data
- Industry reports with specific findings
- Expert guides that become go-to resources
- Data visualisations others want to share
One study cited by 20 industry sites signals more authority than 200 random blog links.
Build Relationships With Authoritative Sources
AI tools prioritise content that established authorities link to. Pitch original insights to Australian business publications. Contribute expert commentary to industry reports. Get quoted when your expertise is relevant.
Editorial links from trusted sources carry far more weight than paid placements or link exchanges.
Maintain Link-Worthy Content
Check which pages earn the most links in Ahrefs or SEMrush. Update those pages with fresh data regularly. Reach out to sites linking to outdated competitors and offer your updated resource.
AI systems favour recently updated pages that maintain ongoing citations.
Links work best alongside well-structured content. A page with 50 quality backlinks but poor formatting will lose to a well-structured page with 10 good links every time.
Structure Your Content for AI Visibility
Semantic HTML helps AI systems understand your page instantly. Think of it like labelling chapters and sections in a book.
Use images and tables to explain information, not to decorate. Make facts easy to find and quote.
Use Headings, Bullets, and Tables Strategically
Clear subheadings and tight lists change how AI systems present your content in results.
Here's what works:
- Break up information with specific H2s and H3s that describe exactly what's in each section
- Use bullet points for lists of features, benefits, or steps
- Add small tables with key facts, comparisons, or pricing
- Write question-style headers when it matches user intent
- Keep everything scannable at a glance
Check Search Console to see which sections get impressions and clicks. Double down on what works.
Format for Quick Extraction
AI tools prefer content they can grab cleanly. That means:
Do this:
- One clear answer per section
- Facts with numbers and sources
- Short, specific examples
- Tables for comparisons
- Lists for steps or options
Don't do this:
- Dense paragraphs with multiple ideas mixed together
- Vague claims without supporting data
- Corporate jargon and marketing fluff
- Long-winded explanations before the answer
If it sounds like a brochure, rewrite it. AI tools skip marketing speak and look for substance.
Add Q&A Blocks Throughout
Q&A format works brilliantly because it mirrors how people search and ask questions.
Write the question exactly as customers ask it. Follow with a short, clear answer. Add one extra line if needed for context.
Example:
Do I need a building inspection before buying in Sydney?
Yes. NSW law doesn't require building inspections, but most conveyancers and mortgage brokers strongly recommend them. A pre-purchase inspection costs $400-$800 and can uncover issues worth thousands.
Short answers reduce AI quoting mistakes. They also help readers decide immediately if they've found what they need.
When in doubt: write the question, answer it directly, stop.
Use Schema Markup Properly
Schema markup shows AI systems how your page is structured. It labels content types so machines can understand what they're reading.
Structured data powers featured snippets, carousels, knowledge panels, and other result types that drive significantly more clicks than standard blue links.
Add Structured Data for Indexing
Use FAQPage schema in JSON-LD format for publisher-created Q&As with one clear answer per question. This is perfect for service pages, product pages, and how-to content.
If it's a forum discussion or multi-response thread, use QAPage schema instead. Different formats need different schema types.
Clean, consistent schema markup helps AI systems verify who wrote your content, when it was published, and what it covers. This builds trust and increases citation likelihood.
Schema Implementation Best Practices
Only mark up content that's visible on the page. Don't hide text or add schema for content that doesn't exist. Google will penalise you for it.
Watch for schema errors in Search Console. Fix them quickly. Even small errors can prevent your structured data from being used.
Stay close to official schema.org specifications, especially if your site operates in regulated industries like finance, legal, or health.
When your schema matches visible content and the page loads quickly, you're far more likely to appear in AI-generated answers.
Building fast, structured pages is only half the job. Consistent optimisation depends on good systems and regular maintenance.
Get the Technical Foundation Right
AI tools can't use your content if they can't access it or understand it. Technical SEO matters more for AI search than traditional search.
Improve Page Speed and Crawlability
Page speed signals reliability to both users and AI systems. Slow sites get crawled less often and cited less frequently.
Aim for usable content loading in under one second. Use Core Web Vitals as your benchmarks:
- Largest Contentful Paint (LCP) under 2.5 seconds
- Fast, stable layout with minimal shift
- Clean server-rendered HTML that works without JavaScript
Avoid heavy PNG files. Use modern formats like WebP or AVIF. Compress images properly before uploading.
Keep URLs clean and descriptive. Use hyphens, not underscores. Make headings match URL structure when possible.
Track performance in Search Console and GA4. Fix what's slow. Every 100ms improvement in load time can increase citations.
Ensure Clean, Crawlable HTML
AI systems prefer server-rendered HTML they can read immediately. If content only appears after JavaScript executes, most AI crawlers will miss it.
Use server-side rendering or static site generation where possible. Test your pages with JavaScript disabled to see what AI tools actually see.
Avoid infinite scroll, content hidden behind interactions, or information that only loads on hover or click. Make everything accessible in the initial HTML.
Build Topic Clusters for Authority
Topic clusters help AI systems connect your pages and understand your expertise depth. They show you're an authority on a subject, not just someone writing one article.
Start with a broad pillar page covering a topic comprehensively. Then create focused subpages that go deep on specific aspects.
Example: Your "Commercial Property Leasing" hub could link to:
- Lease agreement essentials for tenants
- Landlord responsibilities in NSW
- How to negotiate commercial rent reviews
- Tax deductions for business leases
- Breaking a commercial lease early
Cross-link obvious next steps. When someone reads about lease agreements, they probably want to know about negotiations next. Make that connection explicit.
Update small sections monthly instead of overhauling everything at once. Fresh content signals relevance to AI systems.
Internal linking helps AI crawlers understand relationships between your pages. It also keeps them on your site longer, crawling more pages per visit.
Track AI Search Performance
You can't improve what you don't measure. Tracking AI-driven traffic gives you a clear picture of what's working and what needs adjustment.
Set Up Proper Tracking
Start tracking these metrics immediately:
In Search Console:
- Impressions for AI Overview features
- Click-through rates from featured snippets
- Queries triggering knowledge panels
- Position changes for question-based queries
In GA4:
- Referrals from chat.openai.com
- Traffic from perplexity.ai
- Visits from claude.ai and other AI tools
- Engagement metrics for AI-referred visitors
Create a custom GA4 segment for AI sources. This lets you see how AI-referred traffic behaves differently from traditional search traffic.
Analyse What Sticks
Look for patterns in pages that get AI citations. What structure do they share? What format works best?
If users land on a page from AI search and click through to more content, that page is worth expanding. Create related pages or add more detail where interest grows.
Track which questions get answered by your content. Use Search Console to see actual queries. Then create more content around similar questions.
Test and Iterate
AI search is still evolving. What works today might change tomorrow. Test different approaches:
- Try question-based headings versus topic-based headings
- Compare short answers versus detailed explanations
- Test tables versus paragraphs for data presentation
- Experiment with FAQ schema versus Article schema
Track results for each approach. Double down on what performs. Drop what doesn't work.
Common Mistakes to Avoid
Writing for robots instead of humans: AI tools prefer natural language. Don't keyword-stuff or use awkward phrasing trying to game the system.
Hiding the answer: Put the most important information first. Don't bury it in paragraph five.
Using only generic content: AI tools favour specific, detailed answers. "Best accounting software" is generic. "Best accounting software for Australian tradies with under $2M turnover" is specific.
Ignoring updates: AI systems prefer fresh content. Update your key pages regularly with new data, examples, and information.
Over-complicating structure: Keep it simple. Clear headings, short paragraphs, obvious answers. Don't overthink it.
The Bottom Line
AI-generated summaries appear first in search results now. That's where attention goes. That's what people read and trust.
To win AI search traffic:
- Give direct answers to specific questions
- Structure content for easy extraction
- Use schema markup correctly
- Build fast, clean, crawlable pages
- Track performance and iterate regularly
Small formatting changes can win placements that standard content won't. A well-structured FAQ can outperform a 2,000-word article with poor formatting.
Watch your data closely. Adjust structure based on what works. Small wins stack up fast when you're consistent.
If you'd rather have a team that's obsessed with this stuff handle it for you, take a look at our AI SEO services. We track AI search trends daily and implement what's working right now for Australian businesses.
FAQs About AI SEO
What exactly is AI SEO?
It's optimising your content so AI tools like Google's AI Overviews, ChatGPT, and Perplexity can find, understand, and quote it. You need clear answers, current data, and machine-readable structure. Think of it as making your content quotable, not just rankable.
How does structured data help with AI search?
Schema types like Article, FAQPage, HowTo, and Product label your content for AI systems. Google prefers JSON-LD format. Use the Rich Results Test to confirm your schema matches visible text on the page. Proper schema increases your chances of being cited significantly.
Why should I focus on long-tail keywords for AI search?
They mirror how people actually talk to AI assistants. A phrase like "dog-friendly cafes in Northcote with outdoor seating" tells AI tools exactly what to show. Long-tail queries also convert better because they show specific intent.
Should I use tables and lists in my content?
Yes, absolutely. Tables and lists help AI systems extract information accurately. Put key facts, comparisons, and data in table format. Use bullet points for features, steps, and options. Always put the most important information first.
How do I know if AI SEO is working for my site?
Create a GA4 segment for AI referral sources. Combine that data with Search Console impressions to track featured snippets and AI Overview appearances. Watch for increases in traffic from chat.openai.com, perplexity.ai, and similar domains. Then expand content types that perform well.
Does visual content help with AI search?
Yes, if it's labelled properly. Use descriptive alt text that explains what's in the image. Add schema like ImageObject when relevant. Name image files descriptively (use "melbourne-cafe-outdoor-seating.jpg" not "IMG_4829.jpg"). This gives AI tools context to show your visuals in results.
How often should I update content for AI search?
Update key pages monthly with fresh data, examples, or statistics. AI systems favour recent content. Even small updates like adding a current statistic or 2025 example can improve citation likelihood. Track what gets quoted and prioritise updating those pages.
Is AI SEO different from traditional SEO?
They overlap but focus differently. Traditional SEO aims to rank on page one. AI SEO aims to be cited in the answer itself. You need both. Good AI SEO practices (clear structure, direct answers, schema markup) also improve traditional SEO performance.
