AI search

What is changing

Where a search engine used to give a list of links, it now increasingly gives the answer itself. Google shows AI Overviews above the results, and systems like ChatGPT and Perplexity answer questions without the user ever visiting a site. That shifts what being findable means: no longer just ranking, but being cited.

What we work on

• Citable content — explicit answers to questions, not buried in a story
• Structured data — so machines understand what is on the page and who is saying it
• Entities — making your brand recognisable as a source rather than just a name
• Authority signals — authors, sources and mentions that build trust

What does and does not work

A lot is being sold on this topic that does nothing. In June 2026, for example, Google documented that the llms.txt file has no effect at all on rankings or AI Overviews — Search simply does not read it. Anyone selling it to you as the key to AI visibility is selling thin air.

What every source agrees really does count is less exciting: clear structure, explicit answers, traceable authors and mentions on credible external sites. The same things SEO already rewards, but with more emphasis on wording.

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