AI search optimisation means making sure your business gets mentioned when people ask questions to ChatGPT, Google AI Overviews, Perplexity, Gemini, and similar platforms. It matters because millions of people now use AI instead of Google to find businesses and get recommendations. The good news: the basics are free and you can do them today.

What is AI search?

When someone types "best accountant in Bristol" into ChatGPT or asks Perplexity "which solicitor should I use for a property dispute", those platforms read through websites, directories, and other sources to generate an answer. That answer might mention specific businesses by name.

That is AI search. Instead of showing you 10 blue links and making you click through each one, AI gives you a direct answer. If your business is mentioned in that answer, you get a potential customer. If it is not mentioned, you are invisible.

Why does it matter?

Three reasons:

People are switching. Around 40% of UK adults use AI search at least once a week. That number is climbing every month.
It converts better. When AI recommends your business, the person clicking through is already pre-sold. Conversion rates are around 27%, compared to about 2% from a standard Google search result.
Most of your competitors are not doing it. Only about 27% of UK businesses have taken any steps to appear in AI search. Being early gives you an advantage.

5 free things you can do today

1. Check your robots.txt file

Go to yoursite.com/robots.txt in your browser. If it says Disallow next to GPTBot, ClaudeBot, or PerplexityBot, those AI platforms are blocked from reading your site. Ask your web developer to change those to Allow. Full details in our robots.txt guide.

2. Submit your site to Bing

ChatGPT uses Bing to find websites. If your site is not in Bing's index, ChatGPT cannot recommend you. Go to Bing Webmaster Tools, create a free account, and submit your website. Takes about 10 minutes. See our step-by-step Bing guide.

3. Add FAQs to your main pages

AI search works by matching your content to questions people ask. Add a "Frequently Asked Questions" section to your homepage and your main service pages. Use the actual questions your customers ask. Write clear, direct answers in 2-3 sentences each.

4. Make your homepage say what you do

Your homepage title and main heading should clearly state what your business does, who you help, and where you are based. "Commercial Property Solicitors in Manchester" is useful to AI. "Welcome to Our Firm" is not.

5. Get listed on directories

AI platforms learn about businesses partly from directories, review sites, and industry listings. Make sure you are listed on Google Business Profile, Bing Places, and any relevant industry directories. Each listing is a signal to AI that your business exists and is legitimate.

When should I consider paying for help?

Do the free basics first. Then get a free audit to see where you stand. If the audit shows you are invisible across all AI platforms despite having a decent website, that is when professional help makes sense.

You have two options at that point: AI search tools (from around £50/month) that automate the technical work, or specialist agencies (from around £1,500/month) that handle everything for you. Read our honest assessment of whether AI SEO is worth the money before you decide.

AI Search Optimisation for Complete Beginners