How to improve AI search visibility with what you already have: small gAIns for brands

AI search is evolving fast, but most brands don’t need a full rebuild to start seeing impact. Our Senior Manager of Organic Strategy, Joe Kiely, breaks down the practical, low-lift actions that can meaningfully improve your visibility across AI platforms and LLM-powered search. From technical crawlability to smarter content structuring and digital PR signals, these are the changes you can implement with what you already have, and the longer-term priorities that will add up over time.  

If a client asked you how to increase their AI visibility with what they had tomorrow, what would you suggest?

Start with a quick audit of what you do and don’t have in place to maximise visibility in AI and LLM search.

• Ensure you have FAQs onsite and that you’re using FAQ schema so crawlers can recognise them.
• Make sure you are structuring pages with proper headings (<h1>, <h2>, etc.) and make content easily digestible for both users and crawlers.
• Investigate where and how your audience is searching. Are they over-indexing on particular LLM platforms?
• Start tracking your AI search visibility and LLM referral traffic to establish a baseline.

 

If a client asked you how to improve AI visibility over the next year, what would you suggest?

Use your initial findings to shape a long-term plan.

• Audit your structured data across the site, ensuring product, FAQs, and review schema are implemented where relevant.
• Deepen your understanding of customer pain points using internal sources such as sales teams, chatbots, focus groups, and interviews.
• Optimise FAQ content throughout the site, answering real audience questions clearly and concisely.
• Develop an editorial strategy informed by prompt research and a defined target prompt list.
• Maintain strong page structure with clear heading hierarchies.
• Write content that directly answers audience questions rather than circling around them.
• Continuously track AI visibility and LLM traffic to measure progress over time.

 

What can brands do purely from a crawlability perspective to improve their AI visibility?

Your content must be readable and indexable for both traditional crawlers and LLMs.

• Avoid heavily JavaScript-rendered content – many LLM systems primarily read raw HTML.
• Where possible, use server-side rendering (SSR) or static site generation (SSG).
• Make sure robots.txt and meta tags aren’t unintentionally blocking key content or user agents.

 

What can brands do to ensure EEAT flows through every page?

To strengthen EEAT signals, your brand must be seen as a credible, trustworthy source. The best ways to do this are:

• Ensuring your content is accurate and fact-checked, particularly in YMYL industries.
• Using relevant, authoritative, in-house spokespeople to reinforce credibility.
• Add named authors to editorial posts, ideally with links to social profiles.
• Create author bio pages that clearly demonstrate expertise and experience.

To scale these signals sitewide:

• Build a well-structured content hub with clear tagging and categorisation.
• Implement a strong internal linking strategy so users and crawlers can easily navigate.
• Link editorial and commercial content together where contextually relevant.
• Maintain a clear page hierarchy so authority flows effectively through categories.

 

How can brands improve their About Us page for AI visibility?

Your About Us page is a key signal, so treat it as such.

• Use appropriate organisation schema and highlight authoritative internal spokespeople.
• Structure content into clear, scannable “chunks” so it’s easily digestible to improve LLM citation potential.
• Maintain consistent brand messaging to strengthen brand entity across channels.
• Cite sources where relevant (awards, accreditations, etc).
• Keep the page regularly updated, as frequently refreshed sources are more likely to be cited.

 

What should brands focus on from a schema perspective across the funnel?

Missing or weak schema reduces entity clarity and trust signals. Implement detailed Schema.org markup across your site. That means implementing:

• FAQ schema on all FAQ content.
• Article schema for editorial content to clarify headlines and publish dates.
• Product schema to enable rich results (pricing, ratings) and improve CTR.
• Review schema to help search engines interpret user feedback.
• Organisation schema to provide consistent business information.
• Local schema for store or location pages where applicable.
• Breadcrumb schema to reinforce site hierarchy.

Think of schema as structured context for both search engines and AI systems.  

Can brands improve AI visibility through digital PR without launching major campaigns?

Yes, and it’s often underutilised. Digital PR drives AI visibility because brand mentions, expert commentary, and offsite sentiment all influence citations. To quickly get your offsite activity off the ground:

• Look at the types of websites which are regularly being cited for prompts relevant to your offering.
• Review the particular pieces of content which are regularly being featured in the AI overviews and LLM prompt responses.
• Use the content as inspiration and the cited domains as a target.
• Use in-house, authoritative spokespeople and first party data and expertise.
• Pitch spokesperson commentary or data stories to your target publications.

Consistent expert visibility often outperforms one-off campaigns.  

Any additional quick wins brands often miss?

A few high-impact fundamentals:

• Maintain consistent brand messaging across paid social, organic social, onsite, offsite, and Wikipedia where relevant.
• Optimise your Google Business Profile and other brand entities to strengthen recognition signals.
• Diversify PR beyond backlinks using podcasts, video, expert commentary, and thought leadership to build authoritative brand signals.

 

Putting your AI visibility strategy into action

AI visibility is a collective impact of strong technical foundations, clear content signals, and credible brand authority. By tightening crawlability, strengthening schema, and consistently answering real audience questions, brands can position themselves to be surfaced and cited more often in LLM-driven experiences. Start with the small fixes outlined here, track your baseline, and build momentum through ongoing optimization and authoritative brand building. The earlier you adapt, the bigger the gains. Get in touch to apply these insights to your strategy.