SEO · AI Search · Entity Authority
AI SEO.Search is changing.
Search is no longer just ten blue links. Google AI Overviews, ChatGPT and other AI-powered experiences are changing how people discover businesses, brands and experts. I help businesses strengthen the foundations that make them easier for both traditional search engines and AI systems to understand, trust and surface.
The new search landscape
SEO isn't disappearing.It's expanding.
Strong technical SEO, useful content, authority, entities and structured information remain important. What is changing is where discovery happens — increasingly across traditional search and AI-powered interfaces. The goal is broader discoverability and clearer machine understanding, not just rankings.
What AI SEO means
Built to be understood.
01
Technical Foundations.
Crawlability, indexation, site architecture, performance and structured data that give search engines and AI systems a clear, reliable picture of your site.
02
Entity Authority.
Clear, consistent information about the business, people, products and relationships behind the website — corroborated across your site and relevant external sources.
03
Content & Intent.
Useful content designed around real questions, topics and customer journeys rather than keywords alone.
04
AI Discoverability.
Strengthening the signals that help search engines and AI systems understand what the brand is relevant and authoritative for.
From keywords to entities
Help machines understand who you are.
Modern search increasingly connects people, organisations, products, topics and sources as entities and relationships. Strong entity SEO means creating consistent, corroborated and machine-readable information across your website and relevant external sources.
Person
Ricky Whiting
An educational example of entity relationships — the same principle applies to your business, people and products.
AI search platforms
Search is happening in more places.
The objective is broader discoverability and clearer machine understanding — not guaranteed placement or implied partnership with any platform.
How Ricky approaches AI SEO
01
Understand.
Audit the existing search, content and entity footprint to see where discoverability is strong and where it is being lost.
02
Strengthen.
Fix technical, structural, content and entity weaknesses so the site is easier to understand and trust.
03
Connect.
Create clearer relationships between topics, people, organisations and supporting sources across the web.
04
Measure.
Track organic visibility, relevant traffic, enquiries and emerging AI-search referral and discovery signals where measurable.
AI SEO checklist
How ready are youfor AI search.
Use my free AI SEO Checklist to review the foundations that help search engines and AI systems understand your business.
Frequently asked questions
AI SEO, explained.
What is AI SEO?
AI SEO is the practice of strengthening the technical, content and entity foundations that make a business easier for both traditional search engines and AI-powered experiences — such as Google AI Overviews and ChatGPT — to understand, trust and surface. It builds on established SEO rather than replacing it.
Is traditional SEO still important?
Yes. Strong technical SEO, useful content, authority, entities and structured information remain central to how businesses are discovered. AI-powered search draws on many of the same signals, so the work that supports traditional rankings also supports broader discoverability.
Can you guarantee placement in AI Overviews or ChatGPT?
No. No consultant or agency can guarantee inclusion in AI-generated answers. The objective is to strengthen the foundations that make a business easier to understand and surface, improving the likelihood of discovery across traditional and AI-powered search.
What is entity SEO?
Entity SEO is the practice of creating clear, consistent and machine-readable information about the people, organisations, products, topics and relationships behind a website. Modern search increasingly connects these entities, so strong entity signals help search engines and AI systems understand what a brand is relevant and authoritative for.
AI SEO glossary
Key terms.
AI Overviews
AI-generated summaries that appear in search results, synthesising information from multiple sources to answer a query directly.
Entity
A distinct, well-defined thing — a person, organisation, product, place or concept — that search engines and AI systems can identify and connect to related information.
LLM
Large Language Model. Advanced AI systems that power chat and search experiences by understanding and generating language.
Structured Data
Standardised, machine-readable information (such as Schema.org) that describes the content and relationships on a page.
E-E-A-T
Experience, Expertise, Authoritativeness and Trustworthiness — signals that help search engines assess the credibility of content and its creators.
Discoverability
How easily a business can be found and understood across traditional search and AI-powered experiences.
Learn AI search
Understand the landscape.
Educational guides that break down how search is changing — what stays the same, what is new, and how machine systems understand businesses.
Go deeper
Platform & Technical Deep Dives
See it for yourself
Not sure how yourbusiness looks tosearch + AI.
Get a practical review of how clearly your website communicates its expertise, entities, content and search foundations.
AI SEO consulting
Ready forwhat's next.
Build search visibility for the way people discover businesses today — and where search is heading next.