How to Rank in AI Search (It’s Not Just About Google Anymore)
We’ve previously covered Search Everywhere Optimization, and how the term “Search Engine” has evolved to encompass a wider range of platforms and tools—the most significant of these being AI (Artificial Intelligence). Because of these changes, the “game” of optimization for search results has changed significantly in these past few years. Perceptive and ambitious businesses and specialists have taken note of just how much is at stake.
Ranking in AI platforms like Gemini, ChatGPT & Claude
So how does one improve their ranking in such a new landscape, especially one that is often changing and evolving? This is a lot simpler than you might think, though quite difficult to achieve!
Table of Contents
The New Age Of AI Search
Anyone who has used a search engine, or even just been on the Internet, within the past couple of years (though most prominently in the last six to twelve months) has probably noted the greater push towards the integration of AI in the tech sector. Google, for example, is one of the major players investing in Artificial Intelligence, with Gemini, AI Mode, and AI Overview being prominent new features that the industry giant is pushing.
For a long time, when you looked something up on Google, you typed in a query such as, “condos for sale in Nanaimo”, and you would be given a list of ranked matches for your search. And while this still works and is still a common practice, you will notice that the AI Overview feature has taken over what was once position number one.
This section showcases a summary, drawn from a single source or various sources, as opposed to a direct link entry. For those seeking a quick answer to a question, AI Overview has become more favourable to clicking on a bunch of links—never mind ever scrolling through to the second page of results. AEO (Answer Engine Optimization) is a strategy to help you get your page to show up as the source for the AI Overview section.
An example of Google's AI Overview results
Additionally, other AI tools, such as Claude or ChatGPT, work more on a question-based design rather than keywords. For instance, you might ask, “Where can I get good Chinese food in Vancouver?” and you will be given a casual, conversational answer. But these tools grab information from somewhere, and it is important for businesses to be aware of how GEO (Generative Engine Optimization) optimizes specifically for these conversation-based tools.
Showing up in the results across all of these platforms has become a huge focus for SEOs—hence, “Search Everywhere Optimization.”
How Sources Are Chosen By AI
Because AI works differently to traditional search engines, showing up in the results requires a slightly different strategy. But the big question on a lot of business owners’ minds is this: how does AI choose what source(s) to draw information from at all?
Instead of matching keywords, AI is a trust system that evaluates sources based on a few metrics:
- The reputation and standing of the website
- The consistency of high-quality content across different platforms associated with the website
- The relation/context of the query given to the information a website provides
- Accessibility and sound technical aspects of your website (layouts and mobile view, for example)
Essentially, the key is to have well-written content that is relevant to existing and potential clients, spread across a variety of platforms: your website, forums, social media, and more.
Chris Colgan from the Colgan Team using various platforms to improve SEO
Improving Your AI Search Results
To put it simply, AI doesn’t look only for a name—or else large businesses and corporations would be the only ones showing up in the results. Instead, AI studies how your business’ name and other relevant information appears around the web (through high-quality content, pillar pages and related text, and references), as well as the context. In essence, it is exactly what you have been doing before, but spreading outwards into different platforms, not only your website.
The internet is a large network. A real estate agency being mentioned alongside terms such as “luxury real estate”, “waterfront properties”, or “top agents in ABC city” across multiple platforms strengthens your credibility—which then pushes relevance in search results. In short, citations help you build your brand reputation across the web, also known as “entity building.”
Carly Carey Real Estate Team ranking in ChatGPT results
The answer to improving your AI search results is something that SEOs have been focused on from the very beginning: who are you wanting to attract, and what information are they looking for? Then, you develop your content strategies around EEAT (Experience, Expertise, Authority, Trust).
Closing Summary
AI tools pull from a lot of different platforms, from third-party mentions and reviews to your own business’ social media. Because of this, it is important to be present on multiple platforms and maintain consistent messaging. All of these things will help build an online presence designed to pull in the exact clients you’re looking for.
Clicks are one thing, but mentions are more valuable in this current landscape. So when seeking to rank and show up on AI platforms, it’s not just about optimizing your content, it’s also about putting out reliable, trustworthy content targeted towards your audience.
How To Rank In AI Search FAQs
How has searching changed in 2026?
2026 has seen greater AI integration, which parallels the way people search for information. Many search engines prioritize AI, and it is a common practice to use AI tools to answer queries and questions.
How does AI evaluate sources?
AI Is a trust system that pulls information from a variety of sources, then evaluates based on a number of factors, including reputation and quality of content.
Is it possible to improve my ranking in AI?
Yes, it is possible. Focusing on creating high-quality content across a variety of platforms is one of the best ways to improve your standing within AI platforms.