Short answer: SEO is about ranking your pages in search results so people click through to you. AI search is about being included in the answer an AI tool writes, often as a named recommendation. They're not opposites. AI tools rely on websites and search indexes, so good SEO helps your AI visibility. The difference is that AI search rewards clear answers, consistent information about you across the web, and proof from other sources even more than SEO does.

By Laurie Burrows, marketing and sales strategist. Last updated Thursday 15th October 2026.

Every few years someone announces that SEO is dead. It never is. But AI search has changed the rules enough that it's worth understanding what's actually different, especially if you're a coach or service provider who doesn't want to become a technical expert.

What stays the same

• Your website matters. AI tools read websites to build their answers, and people check your site before they buy.
• Useful content wins. Content that genuinely helps your ideal client has always done well, and still does.
• Technical basics count. Fast, mobile friendly pages with clear titles and headings are easier for both Google and AI to understand.
• Trust matters. Links and mentions from other reputable sites have always helped. They help with AI too.

What's different with AI search

You're competing for a place in the answer, not a position on a page

With SEO, being fifth on the page still gets you some clicks. With AI search, the answer might mention three businesses. You're either in it or you're not.

Clear answers beat clever keywords

AI tools pull out the clearest, most direct answer to the question. That's why I start every blog with a short answer. Write like you're answering a client, not like you're trying to rank.

Consistency across the web matters more

AI builds a picture of you from lots of places. If your website, Instagram, LinkedIn and podcast bios all describe you differently, that picture is fuzzy. If they all say the same thing, it's sharp.

Fewer clicks, but better ones

Pew Research Center found people clicked a normal search result on 8% of Google visits that showed an AI summary, compared with 15% when there wasn't one. So you may get fewer visitors overall. But the people who do click through from an AI answer have often already been told you're a good fit. (source)

Being ranked isn't the same as being cited

Semrush found that pages cited by ChatGPT ranked 21st or lower in normal Google results almost 90% of the time. In other words, you don't have to be on page one of Google to be the answer AI gives. (source)

So what should you actually do?

The good news is you don't need two separate strategies. Do these and you're covering both:

1. Pick one clear description of who you help and use it everywhere.
2. Build proper service pages with what's included, who it's for and prices or starting prices.
3. Write blogs that answer real questions, starting with a short answer, then the detail.
4. Add FAQs to your key pages.
5. Get mentioned on podcasts, summits, guest blogs and directories.
6. Keep the technical basics tidy. Use the AI search website checklist.

For the full picture of how AI search fits into getting clients, read The Ultimate Guide to Getting Clients With AI. If AI search is new to you, start with What Is AI Search?

Frequently asked questions

Is SEO still worth doing in 2026?

Yes. AI search tools rely on websites and search indexes, so the basics of SEO still help you get found, both in Google and in AI answers.

What is the difference between SEO and GEO?

SEO focuses on ranking your pages in search results. GEO, or generative engine optimisation, focuses on getting your business included and recommended in answers written by AI tools. Most of the work overlaps.

Do I need a different website for AI search?

No, but your website might need some changes: clearer service pages, FAQs, text versions of your testimonials and content that answers questions directly. If you'd like a new one built for AI search, apply for a free website.