Lately I’ve been asking myself this a lot: How can I show up in AI searches like ChatGPT, Perplexity, or Bing Copilot? And more importantly – what does it take for my content to matter there at all? I dove deep into the topic and realized: classic SEO alone isn’t enough anymore. Today it’s about clean structures, real brand presence, and writing content in a way that reads like direct answers. Structured data is an important technical part – but just as important are long-tail strategies, smart FAQs, and content that comes from real experience. Exactly where AI hits its limits, we can stand out. In this post I’m sharing my key insights with you.

AI isn’t a threat – it’s your advantage

Many see AI as a danger to their visibility. In reality it opens new opportunities: if you write clearly, structure well, and offer real expertise, you’re more likely to be surfaced – often even more prominently than in classic search results.

Structured data is the key

For AI to understand your content, it needs structured data. Use JSON-LD to mark up articles, services, people, FAQs, or events in a machine-readable way. Tools like the Rich Results Test Tool help you validate it.

Brand visibility matters more than ever

AI systems like Bing Copilot or ChatGPT tend to cite sources they consider trustworthy. That means: you don’t just need topical visibility – you also need to be present as a brand, with clear authorship, links, and social proof.

Brand switching with a long-tail strategy

The brand-switch method in SEO means taking a core topic – for example, “How do I install TYPO3?” – and systematically varying it for different providers or brands. This creates targeted long-tail keywords like “How do I install TYPO3 on all-inkl.com”, “… on IONOS”, or “… on Strato”. Especially in AI search, this not only covers the original information need but also strengthens topical relevance. With minimal extra effort, you create high-quality, context-driven content that serves different user intents very precisely.

Write content like a prompt

Ask questions – and answer them clearly. AI systems are prompt-based. If you publish content that looks like typical prompts (“What is…”, “How does…”), you’re more likely to be cited. Use FAQ markup directly on your pages, not only on a separate FAQ page.

Search behavior is getting clearer

With AI, users no longer just type “massage studio Augsburg” – they ask: “Which massage helps with neck pain?” Your content should recognize that intent and answer it in natural language – ideally with a direct answer in the first 1–2 sentences.

Lean into knowledge AI doesn’t have

AI has no real lived experience. Personal opinions, local tips, industry experience, or emotional nuance make your content irreplaceable – even for AI systems looking for “unique sources”. That’s how you stay relevant and hard to replace.

More visibility through mentions and presence

Something I’ve been noticing more and more: it’s not enough to only publish great content on your own website. If I’m mentioned in other places on the web – on industry sites, in interviews, or via social media – my overall relevance increases. That’s classic off-page SEO, and it seems to be an important signal for AI systems as well. They recognize that I’m referenced more often – and interpret it as a trust factor. Social media might even become more relevant again in this context, especially LinkedIn or topic-focused Facebook groups. Presence beyond your own website is definitely becoming more important.

Conclusion: visibility in AI search requires substance

In the end, one thing is clear: content is king. It’s not just what you write, but how you structure it. Short, clear paragraphs, direct answers, and a solid technical foundation make the difference. Of course there’s no guarantee – it’s still SEO, and that remains a game with many variables. But if you write for people instead of machines, if you provide real value and stay visible, you’ll find your place in AI search too. And that’s the point.