Search visibility expert Aaron Conway explains how AI platforms are transforming business discovery and what companies need to know about adapting their strategies.
What’s happening: AI-powered search platforms like ChatGPT, Gemini and Perplexity are changing how customers discover businesses. With AI traffic growing significantly and many searches ending without clicks to websites, traditional SEO strategies require adaptation.
Why this matters: The shift from link-based to context-based search represents a fundamental change in digital marketing. Businesses that understand how AI platforms synthesize and present information can adapt their content strategies accordingly.
When someone asks ChatGPT to recommend a product or service in your industry, understanding how that platform selects and presents information becomes increasingly important. With AI traffic experiencing substantial growth, learning how these systems work can help businesses adapt their digital strategies.
According to Aaron Conway, Director at Ronin Management, a Singapore-based consultancy specialising in Generative Engine Optimization, this shift represents one of the most significant changes to digital marketing in years. The firm helps brands understand how to become visible on AI search platforms through advanced optimization techniques that build upon traditional SEO principles.
“There’s a fundamental transformation in how people find information,” says Conway. “AI platforms are becoming the primary way decision-makers discover solutions.”
Understanding AI search evolution
The way people search for information has changed considerably. Instead of scrolling through pages of links, users increasingly ask AI platforms direct questions and receive synthesized answers.
Conway explains that this change involves deeper mechanics than most businesses initially realize. “Traditional SEO was built around ranking on search engine results pages. You optimised for keywords, built backlinks, and aimed to land in top positions. That approach assumed people would click through to your website.”
The challenge? Research indicates that a significant portion of searches in traditional search engines now end without a click due to AI summaries. When AI platforms provide comprehensive answers directly, users have less need to visit individual websites.
“AI systems don’t rank websites the way Google does,” says Conway. “They synthesise information from multiple sources and present it as a single response. If your business isn’t part of that synthesis, you simply don’t appear in the answer.”
How AI differs
Research shows that generative AI is shifting search from a link-based model to a context-based model that delivers immediate responses. This means businesses need to think beyond simply appearing in search results.
Conway references what researchers call Large Language Model Optimization (LLMO) and Answer Engine Optimization (AEO). “Studies demonstrate that GEO can boost visibility by up to 40% in generative engine responses. The businesses learning about this now are building their understanding before their competitors even grasp what’s changing.”
Legal, finance, health, SMB, and insurance sectors account for 55% of all LLM-sourced sessions, largely because users turn to AI for complex, consultative questions in these areas. However, Conway notes that no sector remains unaffected by this shift.
Conway outlines the optimization process across three core areas that businesses can explore to improve their AI platform visibility.
Implementing structured data
“AI platforms parse content differently than traditional search engines,” Conway explains. “They look for clean, machine-readable information. Schema markup tells AI systems exactly what your content represents, whether that’s a product, service, review, or piece of expertise.”
He recommends implementing JSON-LD structured data across key pages, particularly for articles, products, services, and FAQ sections. Research shows FAQ schema pages receive disproportionately more AI citations in many verticals.
“Think of structured data as giving AI platforms a roadmap to your content,” says Conway. “Without it, these systems must interpret what your pages are about. With it, you’re explicitly communicating exactly what information you’re providing and why it’s relevant.”
Maintaining brand consistency
Conway emphasizes that AI platforms aggregate information from multiple sources to form their understanding of a business. “If your brand information varies across platforms, you’re creating confusion for the systems trying to reference you. Consistent NAP data, unified messaging, and coherent brand positioning across all touchpoints become increasingly important.”
This consistency extends to knowledge graphs and entity recognition. “AI platforms need to understand that your business is a distinct entity with specific attributes,” says Conway. “That means claiming and optimising your profiles on platforms like Wikipedia, Wikidata, and industry-specific directories that AI systems reference.”
He adds that businesses should ensure their core information remains identical across Google Business Profile, social media platforms, industry directories, and their own website. “Even small discrepancies can prevent AI systems from confidently citing your business as an authoritative source.”
Building authoritative content
Content depth and readability emerge as key factors for securing AI mentions and citations, whilst traditional SEO metrics like traffic and backlinks show less direct impact on AI platform visibility.
Conway outlines the key signals businesses should consider. Create content that directly answers the questions your customers might ask AI platforms. “Use a clear heading structure, short paragraphs, and definitive statements. Q&A format performs well for AI search, with structured content using headings and lists proving nearly as effective,” Conway advises.
He recommends incorporating original data, research, and statistics wherever possible. “AI systems prioritise sources that provide unique insights rather than information available elsewhere. If you can cite your own research or proprietary data, you become a primary source rather than another voice repeating existing information.”
For small businesses considering their resources, Conway offers practical starting points. “Begin with your most important service or product pages. Add schema markup, create comprehensive FAQ sections, and ensure your Google Business Profile is complete and active. These steps alone can improve your visibility in AI responses.”
Conway also suggests monitoring where your brand currently appears. “Tools now exist to track citations in ChatGPT, Perplexity, and other AI platforms. Understanding your current visibility helps you identify areas for improvement and measure progress as you optimize.”
Conway notes that businesses taking time to understand this evolving landscape position themselves advantageously. “The brands establishing authority and understanding these systems now are the ones AI platforms will reference as these technologies become more prevalent. Learning how these platforms work helps businesses adapt their strategies effectively as search behaviour continues evolving.”
Keep up to date with our stories on LinkedIn, Twitter, Facebook and Instagram.
