The Digital Marketing Podcast by Exposure Ninja

What is AI Search Optimisation (and How To Do It)

Jun 16, 2025

Explore the shift from traditional search engines to AI-driven tools like ChatGPT and its impact on consumer behavior. Discover how to adapt marketing strategies through AI Search Optimization, raising brand authority while maintaining solid SEO practices. Uncover the three-pillar framework driving significant increases in AI mentions, plus the content formats that resonate with AI tools. Learn through real-world success stories of brands dominating results and how strategic placements and positive sentiment management can enhance visibility in a fast-evolving digital landscape.

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INSIGHT

AI Search Shift Impact

AI search tools like ChatGPT and Perplexity are rapidly gaining popularity, challenging Google's dominance in search.
Marketers must adapt their strategies to optimize for AI recommendations instead of just traditional SEO.

ADVICE

Start with Strong SEO Foundation

Build a strong foundation with traditional SEO to appear in AI-powered search results.
Rank well on established search engines as AI tools often pull content from these results.

ADVICE

Optimize Content for AI Clarity

Optimize content for AI by using short paragraphs, bullet points, clear headings, and structured sections.
Provide in-depth, first-hand experience content to gain AI recommendations, avoiding generic AI-generated text.

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It's not just Google's game anymore. ChatGPT, Perplexity, and Claude are becoming the first or only destination for consumers today.

This consumer behavioral shift requires a marketing strategy switch, with SEO alone not being enough anymore.

Your marketing strategy must include AI Search Optimisation.

But what is it? And how does it differ to traditional Search Engine Optimisation?

In this episode, I reveal:

• The hidden mechanics behind how AI tools select which brands to recommend (including how they parse queries and build their unique search indexes)

• The three-pillar framework that's driving 100-300% increases in AI mentions within three months — including why traditional SEO remains crucial as your foundation

• Why AI tools "overwhelmingly reference list articles from high-authority websites" and how to leverage this preference across your own content, third-party publications, and user-generated platforms

• The exact content formats that AI tools favour (and why generic, AI-generated content gets ignored)

• How to systematically build brand authority through strategic mentions and sentiment management across the digital ecosystem

I'll share real-world success stories, including how we helped Zugu Case achieve "total domination" in ChatGPT results by securing strategic placements on high-authority sites and fostering positive sentiment across multiple content types.

As I explain in the podcast:

"This is a massive land grab opportunity. The same number of products and services are going to be bought in the new world as they were in the old world. So the question really is, when somebody's searching, when they're doing their research using ChatGPT, using Claude, using Perplexity, are they being recommended your business products and services, or are they being recommended your competitors?"

If you're ready to implement these strategies while your competitors remain fixated solely on traditional SEO, this episode provides your complete action plan for dominating this powerful new search landscape.

Get the show notes:

https://exposureninja.com/podcast/358/

Listen to these episodes next:

How To Rank in Google’s AI Mode

https://exposureninja.com/podcast/357/

How To Rank in ChatGPT (with Client Examples)

https://exposureninja.com/podcast/348/

How ChatGPT Shopping Works (and How to Feature in It)

https://exposureninja.com/podcast/354/