How to Appear in AI Search Results

Does it ever feel like just as you’ve mastered one marketing trend, another new one comes along?

You’re not alone! It even happens to us agency folk. For many marketers, it can feel exhausting trying to keep up with every new change — and AI in search is the latest shift to get our attention.

AI is changing the way we use search engines. Instead of just showing a list of blue links, Google and Bing are increasingly serving up AI-generated “overviews”—concise answers to your questions, drawn from across the web.

So it’s no surprise that one of the questions we hear most often is: “How can my school or business appear in those AI overviews?”

The short answer: there’s no magic switch. But the good news is that the same best-practice SEO that helps you rank today also positions you for tomorrow’s AI-driven results.

First things first: some key terms

Before we dive in, here are a few quick definitions you’ll see people mentioning. We know it feels like people are currently speaking in code:

SEO (Search Engine Optimisation) – The process of improving your website so it ranks higher in traditional search results.
PPC (Pay Per Click) – Online advertising where you pay when someone clicks your ad (for example, Google Ads).
AEO (Answer Engine Optimisation) – A newer term that refers to making your content easy for AI and voice assistants to understand and present as direct answers.
GEO (Generative Engine Optimisation) – An emerging approach focused on making content more visible in AI-generated summaries (like Google’s AI Overviews or Bing Copilot). The goal is to ensure your website is seen as trustworthy and clear enough to be included when generative AI pulls together information from multiple sources.
AI Overviews – A generated summary at the top of a search results page that pulls together information from multiple websites. For a deeper dive into AI Overviews, see Google’s explainer.
LLMS – Large language models (LLMs) are machine learning models that can comprehend and generate human language text.

Why AI overviews matter

When someone searches for “best schools near me” or “top classroom planning resources,” the AI might generate a summary at the top of the page. That summary is pulled from multiple sources—but only from websites the algorithm sees as trustworthy, clear, and relevant.

Appearing in those answers increases your visibility, your credibility, and the chances of people clicking through to you.

Practical ways to improve your chances

Here are the steps we recommend:

Answer real questions – Build FAQ sections using the actual wording your audience uses. If parents are searching “how to choose a private school” or schools are asking “what are the best classroom planning tools?” have a page that answers directly. (This is classic SEO and AEO.)
Keep content clear and ‘liftable’ – Write in short, plain-English paragraphs with lists where possible. The easier it is for AI to summarise, the more likely you’ll be included. (Think AEO and GEO together.)
Show your expertise – Add author bios, case studies, and references that highlight real-world experience and credibility. AI engines are tuned to trust content that comes from a clear, expert voice.
Use structured data (schema) – Mark up FAQs, reviews, and your organisation details so search engines can “understand” your site more easily. This supports both SEO and AEO.
Optimise for context, not just keywords – Generative AI pulls from multiple sources, so having topic hubs or in-depth resource pages increases your chances of being included. This is where GEO really comes into play.
Build authority – Backlinks from trusted organisations, press mentions and positive online reviews all help AI (and humans) trust your content.
Stay consistent across platforms – Ensure your Google Business Profile, social media and directories match your website.
Balance with PPC – Paid search guarantees visibility while organic and AI search continue to evolve.

What you can’t do

It’s worth being clear: no agency (including us!) can guarantee placement in an AI overview. The algorithms are constantly changing, and sometimes your content might be used without direct attribution.

And at present, Google does not offer a “pay per play” option to buy your way into AI results. These overviews are based on credibility, authority, and clarity—not ad spend.

FAQs

Is it still worth doing PPC if AI is taking over search?
Yes. PPC ensures your organisation stays visible no matter how search evolves. Ads still appear alongside AI results, and with fewer clicks going to traditional links, PPC can be a vital way to keep traffic flowing. We help schools and businesses run targeted PPC campaigns that reach the right audience, whether they’re searching through traditional or AI results.

How much should I focus on SEO now?
More than ever! SEO builds the authority and clarity that AI overviews rely on. High-quality, well-structured content is the best way to future-proof your visibility in both traditional search and AI results. Our SEO services are designed to do exactly that — making sure your content is clear, authoritative, and discoverable.

Can I guarantee my school or business will appear in AI results?
No. No agency or platform can guarantee placement, because AI results are determined by algorithms that change frequently. What we can do is maximise your chances by building authority, clarity, and credibility.

Will AI reduce the value of my website?
Not at all. Your website is still the foundation of your visibility. AI may summarise your content, but people still need to click through to engage, enquire, or buy. The stronger your website, the better your chances of being referenced by AI. That’s exactly where our SEO and PPC strategies come in — helping you stay visible in a shifting landscape.

Future-proofing your visibility

Search is changing fast, but the fundamentals remain: be clear, be authoritative, and be useful. By investing in SEO, PPC, and keeping an eye on AEO and GEO best practices, you’re not just competing in today’s search results – you’re building the authority that AI will rely on tomorrow.

If you’d like help making sure your organisation stays visible in this new landscape, we’d love to talk.