How to Rank in AI Search Results (5 Proven Tactics)

Want to know how to rank in AI search results in 2025? Here are five strategies that are getting great results right now:

• Making sure your business website is crystal clear about what you do (in a way that AI understands)
• Building your brand authority through strategic online mentions
• Using AI-optimised press releases effectively
• Getting the right kind of customer reviews
• Leveraging YouTube search (while it’s still unaffected by AI)

I’ll explain exactly how to implement each of these, but first, let me explain why they’re so important right now.

Two years ago, my Europe relocation website was generating 90% of our enquiries through Google search. We ranked high for key terms like ‘moving to Portugal’ and ‘EU relocation services.’ Then these changes started rolling out, and our qualified leads dropped by 60%. 

If you’ve searched for anything related to relocation lately, you’ve seen exactly what I’m talking about. Type in ‘how to move to the Netherlands’ and what do you get? First, a detailed AI-generated answer explaining the entire process. 

Next comes a string of Reddit threads from subreddits like r/expats and r/iwantout. Then some YouTube videos from expats sharing their experiences. And finally, buried beneath all of that, you’ll find websites like mine.

This shift reminds me of how travel agencies had to evolve when online booking became the norm. The successful ones stopped competing with Expedia and instead focused on providing specialised expertise and personalised service that booking sites couldn’t match. 

That’s exactly what’s happening with search in 2025 – the winners aren’t fighting the AI tide; they’re learning to ride it.

Understanding AI-Powered Search

Remember the last time a friend recommended a great restaurant? They didn’t just give you its name and address – they probably also told you what to order, mentioned the amazing service, and shared their personal experience.

That’s exactly how AI search works in 2025, and it’s why traditional SEO tactics just aren’t cutting it anymore.

Let me show you what I mean. Just this morning, I tested something out. I asked ChatGPT “Who are the best construction firms in London?” 

Now, in the old Google world, I would’ve gotten a bunch of company websites, some Yelp reviews, and maybe a few ads. Then I’d spend my Sunday afternoon opening 20 tabs, comparing reviews, and trying to figure out who’s actually good at what they do.

Instead, ChatGPT instantly analysed hundreds of sources and gave me five specific recommendations, complete with a map and explanations of why each one stood out. No tab-hopping required.

This is where GEO (Generative Engine Optimization) comes in. Yes, I know – yet another acronym to keep track of. But stick with me, because this one’s actually pretty exciting.

GEO isn’t about stuffing keywords into your meta descriptions or building endless backlinks (though those things still have their place). Instead, it’s about making sure that when AI tools are scanning the internet to make recommendations, your business stands out as the obvious choice.

Here’s what makes AI search different from traditional search:

1. It looks at the whole picture – AI isn’t just reading your website – it’s scanning everything ever said about your business across the entire internet. Reviews, mentions, articles, social media posts – it’s all fair game. Think of it as building your digital reputation, not just your SEO.
2. It values clarity over cleverness – Remember when we used to write clever marketing copy that made us sound important but didn’t really say anything? AI hates that. It wants to know exactly what you do, who you help, and what makes you different. No fluff allowed.
3. It prioritises proof over promises – Traditional SEO was often about who could promise the most (“Best Service in London!”). But AI looks for actual evidence to back up claims. Real results, specific numbers, and detailed customer experiences carry way more weight than generic boasts.
4. It thinks like a human expert – Imagine having a really knowledgeable friend who’s read everything ever written about your industry. That’s how AI approaches recommendations. It’s more than matching keywords; it’s trying to understand what actually makes a business good at what they do.

But this shift isn’t just changing how people find businesses, it’s also changing what they expect from their search experience. Nobody wants to spend hours researching anymore. They want confident, informed recommendations from a reliable source that’s done all the homework for them.

The good news is that once you understand how AI thinks about and evaluates businesses, you can start positioning your company to show up as the obvious choice. In the next section, I’ll show you five specific strategies that are working right now to make that happen.

(And no, none of them involve keyword stuffing. Promise. 😉)

5 Proven Tactics to Rank in AI Search Results

Let’s get into the actual strategies that are working right now to get AI to recommend your business. And I promise, these aren’t just theoretical ideas. I’ve tested these across several different industries, and they’re consistently getting results.

Strategy #1: Crystal clear messaging (or: stop making AI guess what you do)

Here’s a story that perfectly illustrates this first strategy. Not long ago, I was working with a client whose homepage proudly proclaimed: “We partner with growing businesses to optimise efficiency and streamline processes.”

Sound familiar? It’s the kind of professional-sounding language we’ve all used at some point. But when I asked the owner to explain what they actually do – like they were telling a friend over coffee – everything changed.

Turns out, they help small law firms automate their client intake process to save time and get more cases. That’s it. That’s their whole business. So we rewrote their homepage copy to say exactly that:

“We help small law firms save 10+ hours per week by automating their client intake process.”

The result? Their AI visibility shot up almost immediately. Why? Because both AI and humans could instantly understand:

• Who they help (small law firms)
• What they do (automate client intake)
• The specific value they provide (save 10+ hours per week)

This isn’t just about having a clear homepage. Every piece of content about your business needs this level of clarity. Here’s a quick checklist to audit your own messaging:

1. Can you explain what you do in one sentence? If it takes three paragraphs to explain your service, you’ve got a clarity problem.
2. Are you using industry jargon? Words like “optimise,” “streamline,” and “leverage” might sound professional, but they make AI work harder to understand your value proposition.
3. Do you include specific numbers? “Improve efficiency” is vague. “Save 10+ hours per week” is crystal clear.
4. Is your target customer obvious? “Businesses” is too broad. “Small law firms” tells AI exactly who to recommend you to.

I know what some of you are thinking: “But my business is complex! We can’t simplify it that much!” Trust me, I hear this all the time. But if AI can’t quickly understand what you do, it’s not going to recommend you to anyone.

Try this exercise: Pretend you’re explaining your business to a smart 12-year-old. You can’t use any industry jargon or buzzwords. How would you describe it? That’s the level of clarity your website needs.

And here’s a bonus tip that’s working incredibly well right now: Create a “How We’re Different” section on your website that directly compares you to typical alternatives. This helps potential clients understand your value and gives AI clear, comparative data to work with when making recommendations.

Next up, I’ll show you how to amplify this clear messaging across the web in a way that makes AI sit up and take notice. Because having a clear website is just the foundation – it’s what we do next that really moves the needle.

Strategy #2: Building your digital authority (or: getting the whole Internet to vouch for you)

AI search tools are kind of like cautious humans. They don’t just take your word for it when you say you’re good at something. They want to see others confirming it too.

Think of it this way: if you were looking for a new doctor, would you be more likely to trust one who just has a nice website, or one who’s been quoted in health magazines, featured in medical journals, and recommended by other healthcare professionals? Well, AI thinks the same way.

But here’s where it gets interesting. AI isn’t just counting how many times you’re mentioned online (sorry, old-school SEO folks!). It’s also analysing the following:

• Where you’re mentioned
• What’s being said about you
• How consistently you’re described
• Whether different sources agree about your expertise

Let me share a quick case study that proves this point. One of my clients, an expat financial advisor, was struggling to get recommended by AI tools despite having a crystal-clear website (Strategy #1, remember?). 

When we dug deeper, we found that while his website said he specialised in retirement planning for small business owners, he was described differently everywhere else online – sometimes as a general financial advisor, sometimes as an investment specialist, and occasionally as a tax expert.

No wonder AI was confused!

Here’s the three-step process we used to fix this, and it’s something you can implement starting today:

1. Define your digital identity – Write down in exactly three sentences:
   • What you do
   • Who you serve
   • What makes you different
2. Audit your current mentions – Google your business name and note:
   • Where you’re mentioned
   • How you’re described
   • Any inconsistencies in your business description (you might be surprised by what you find)
3. Start leaving digital breadcrumbs – This is where most businesses go wrong; they wait for others to talk about them. Instead, you need to proactively create opportunities for mentions. And no, I don’t mean buying sketchy backlinks (AI can spot those from a mile away).

Here’s what’s actually working right now:

• Industry directories – Get listed on every reputable directory in your industry, using your digital identity template for consistency.
• Professional associations – Join and maintain active profiles on relevant professional association websites.
• Local business organisations – Chamber of Commerce, Better Business Bureau, and local business groups all count.
• Partner websites – Get featured on your business partners’ websites (vendors, suppliers, collaborators).

Here’s something else that really works: AI-optimised press releases. And before you roll your eyes thinking “press releases are soooo 2010,” let me explain why they’re having a renaissance in the AI age.

When crafted correctly, a press release gets picked up by hundreds of news sites and also creates consistent, authoritative mentions that AI tools love. The key is making the press releases newsworthy and data-focused rather than purely promotional.

Quick tip: Start with your best customer success story and turn it into a press release about industry trends. For example, if you’re a marketing agency that helped a client increase leads by 300%, don’t make the press release about your agency – make it about the evolving landscape of lead generation, using your success story as supporting evidence.

In the next section, I’ll show you exactly how to create these AI-optimised press releases, including a controversial tactic that’s working surprisingly well (for now). 

Strategy #3: AI-optimised press releases (or: getting hundreds of quality mentions fast)

AI-optimised press releases are one of the most powerful tools for getting your business noticed by AI search tools.

This isn’t about writing traditional press releases that nobody reads, but instead it’s about creating content specifically designed to train AI on why your business is worth recommending.

Here’s the step-by-step process that’s working right now:

1. Start with your best case study – Pick one of your most impressive client success stories – one that shows concrete, measurable results. This isn’t about just saying you’re great; it’s about proving it with real data and outcomes.
2. Transform it into an AI-optimised press release – Use an AI writing tool (I’ve found Claude to be particularly good at this) to transform your case study into a well-structured press release. The key is making sure it’s written in a way that teaches AI exactly why your business is worth recommending.
3. Distribute strategically – Use a service like Brand Featured to distribute your press release. When done correctly, your release should get picked up by hundreds of reputable websites. But here’s what makes this really powerful – each one of those mentions is teaching AI systems about your expertise and results.

Now, let me share something controversial that’s working incredibly well right now (though it probably won’t work forever): Create a detailed comparison post on your own website that lists the “best businesses” in your category, with your business as #1.

Yeah I know – it sounds a bit spammy. And yes, AI will probably get smarter about this kind of self-promotion eventually. But right now, it’s one of the most effective shortcuts to get yourself recommended by AI tools. Just make sure to:

• Make your comparisons detailed and genuinely helpful
• Include real pros and cons for each option
• Be honest about your competition’s strengths
• Explain clearly why you rank yourself #1

The key to making this work is being thorough and honest. Don’t just say you’re the best – explain exactly why, with specific examples and data to back up your claims.

Remember, AI systems are scanning these mentions to understand not just that you exist, but why you’re worth recommending. Each press release and comparison piece should reinforce your expertise and the specific value you provide to clients.

Up next, I’ll show you how to augment these efforts with the right kind of reviews and testimonials – because AI tools are looking at those too, and probably not in the way you think.

Strategy #4: Getting the right kind of reviews (or: teaching AI why you’re worth recommending)

Here’s something that might surprise you. It’s not just about having lots of positive reviews anymore. AI tools are getting super sophisticated in how they analyse reviews, and they’re looking everywhere. Not just at Google reviews, but Yelp, industry-specific review sites, and even social media mentions.

Here’s what’s really important. AI tools are heavily weighting reviews in their recommendations, and they’re looking for specific types of content within those reviews. Let me show you exactly what’s working:

Focus on detailed success stories – Generic five-star reviews saying “Great service!” don’t give AI much to work with. Instead, you need reviews that detail specific results and experiences.

Collect reviews across multiple platforms

• Google reviews
• Yelp
• Industry-specific review sites
• Social media mentions
• Professional testimonials

But here’s the key that many businesses miss: don’t just ask for reviews – guide them. When you reach out to happy customers, give them specific prompts like:

• “Would you mind sharing what specific results you got from working with us?”
• “Could you describe how our service helped solve your problem?”
• “What measurable improvements did you see after using our service?”

These kinds of detailed success stories become perfect training data for AI to understand exactly why your business is worth recommending. Think about it – when AI is trying to recommend a business, which review is more valuable?

“Great service, highly recommended!”

or

“Working with this team helped us automate our client intake process, saving us 12 hours per week and increasing our new client conversion rate by 40%.”

The second one gives AI concrete data about your value proposition and results. That’s what makes it more likely to recommend your business to someone looking for similar outcomes.

Here’s a simple process you can implement today:

1. Set up a system to regularly ask for reviews
2. Provide specific prompts that guide customers toward sharing detailed results
3. Make it easy by giving them direct links to your preferred review platforms
4. Follow up with a thank you (and maybe even share their success story, with permission)

These detailed reviews aren’t just for AI – they’re also incredibly persuasive for potential customers who are researching your business. They’re doing double duty, helping you show up in AI recommendations while also helping convert leads once they find you.

In our next section, I’ll share the final strategy that ties all of this together, and show you how to future-proof your approach as AI continues to evolve.

Strategy #5: Leveraging YouTube as your secret search weapon

While everyone’s panicking about AI disrupting Google search, there’s another platform that’s becoming possibly the best search play available long-term: YouTube. And the best part? It hasn’t been affected by AI at all.

In 2025, YouTube isn’t just the second biggest search engine anymore – it’s becoming the primary place people go to find real wisdom, not just information. And here’s what makes it so powerful right now:

• Unlike Google, the algorithm is still focused on showing the best content
• There’s no AI pushing you down the page
• No endless ads before people find you
• If you make great content that helps people, YouTube will show it to the right audience

According to my friend Salma Jafri, a YouTube coach, clients who shifted focus to YouTube are seeing 10 times the results they used to get from Google. And when I say 10 times, I’m not just talking about the number of leads – I’m talking about quality too.

When someone finds you through Google, you’re just another search result. But when they find you on YouTube and watch several of your videos, everything changes. You become someone they feel like they know and trust.

Here’s what’s working on YouTube right now, especially for search:

Start with what your clients already ask about

• Every time a client asks you a question, that’s your next video topic
• Focus on the frequently asked questions you explain over and over
• Use those exact phrases as your video titles

Make your titles match search intent

• No clever tricks or clickbait needed
• Use the straightforward search terms people actually type
• Keep it simple and direct

Align your video descriptions

• Take your exact search phrase and mirror it in your description
• Example: if your title is “beginner’s guide to home brewing coffee”
• Your description should start with “In this video I’ll walk you through a beginner’s guide to home brewing coffee”
• This simple alignment helps YouTube understand exactly what your video covers

People who are looking for videos want to learn from real experts. An AI summary can’t replace the experience of learning from someone who really knows their stuff.

Plus, remember that Google search example from earlier? Notice how many YouTube videos showed up before any website links? That means you’re essentially getting double the exposure – showing up in both YouTube and Google searches (YouTube is a search engine too).

Your action plan: how to rank in AI search results

The way people find businesses online has changed dramatically, and it’s not going back. This shift to AI-powered search isn’t something to fear, but instead it’s an opportunity to stand out, if you’re willing to adapt.

Here’s your priority checklist to get started:

Review your website messaging

• Strip out the jargon
• Make it crystal clear what you do and who you help
• Include specific results and numbers whenever possible

Start building your digital authority

• Get listed on relevant industry directories
• Create your AI-optimized press release
• Build your comparison content piece

Focus on getting detailed, results-focused reviews

• Set up a simple system for requesting reviews
• Guide customers to share specific outcomes
• Collect reviews across multiple platforms

Begin your YouTube strategy

• List out your most common client questions
• Create simple, straightforward videos answering each one
• Keep your titles and descriptions aligned with search terms

You don’t have to do everything at once. I’d suggest starting by clarifying your website messaging, as it’s the foundation everything else builds upon. Then gradually implement each strategy as you have the time and resources.

The businesses winning at search in 2025 aren’t the ones with the biggest SEO budgets or the most backlinks, but the ones who understand how to make AI tools see them as the obvious choice to recommend.

Your potential customers are still out there searching. They’re just finding businesses in a completely different way. Make sure you’re positioned to be found.