The Rise of AI Search: How to Optimise for Chatbots and Assistants

The digital world is undergoing a seismic shift. Traditional search, dominated by keyword-based Google rankings, is gradually yielding ground to conversational, AI-powered discovery. Tools like ChatGPT, Google’s Search Generative Experience (SGE), Perplexity, Gemini and Copilot are delivering refined answers directly without users clicking through multiple links. This trend reflects the growing dominance of AI Search. According to TechRadar, nearly two-thirds of users now rely on LLMs like ChatGPT or Google Gemini to find products or services.

For businesses in Surrey and beyond, this means that being visible no longer means just ranking on Google; it’s about appearing in AI-generated answers, overviews and chatbot responses. If your website is not optimised for this, you risk fading into obscurity, especially given projections that traditional organic traffic may decline by up to 50% in the next few years as conversational AI takes hold.

As a marketing and SEO agency in Surrey, Thunderbolt understands this shift better than most. We’re here to guide you through optimising for AI Search, so that your brand continues to stand out in every future digital interface.

Understanding AI-Focused Optimisation: AEO, GEO and AI SEO

Several new disciplines are emerging as core components of AI-driven visibility:

Answer Engine Optimisation (AEO)

AEO targets how content is presented within answer engines, which are AI-powered systems that deliver direct responses. It prioritises conversational, Q&A-style content supported by structured data like schema markup, helping chatbots extract clear answers.

Generative Engine Optimisation (GEO)

GEO focuses on making your content more likely to be cited by generative AI. That means building in-depth, topical, authoritative content with metadata and structures that enable AI models to reference your brand naturally.

AI SEO: Blending Traditional SEO With AI Innovation

A hybrid strategy is essential. Traditional technical foundations (fast loading, mobile-friendly, HTTPS, crawlable structure) must be combined with AI-focused tactics such as E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), structured data, conversational tone, and semantic targeting.

Optimising Your Website for Chatbots and AI Assistants

Structure Content for Direct Answers

Format key information in clear Q&A sections, headings and succinct paragraphs. AI systems favour this format when generating overviews owdt.comWikipedia. Start with concise answers to common questions, then expand with details.

Use Structured Data and Schema Markup

Add schema such as FAQPage, LocalBusiness, Service, and Article to help AI understand and surface your brand. Tools like JSON-LD make implementation more straightforward—and improve chances of appearing in AI-generated snippets.

Build Credibility and Authority

AI engines prioritise trust. Showcase case studies, credentials and author profiles. Thunderbolt, for instance, is a Google Partner, has won Surrey Digital Awards, and delivered up to 500% ROI for clients, all of which are clear signals of credibility for an SEO agency in Surrey.

Ensure Technical Readiness

Performance still matters. A fast, mobile-first site supports AI crawling and enhances user experience. Using robots.txt, even adapting llms.txt, ensures AI agents can access your content correctly.

Leveraging Knowledge Graphs and Consistency

Maintaining accurate, structured brand data helps AI respond to queries without “hallucination”. Knowledge graphs are tools for consolidating authoritative information, ensuring consistency across AI agents, platforms and search modalities.

Embrace AI Monitoring and Next-Gen Tools

New startups such as Profound, Athena, and Scrunch AI offer tools to measure how your brand appears in AI Search, track citations, and optimise accordingly. As a leading marketing agency in Surrey, Thunderbolt stays on top of relevant innovations so you don’t have to. This helps us to evolve your digital strategy seamlessly, making the most of new tools.

Why Partner With Thunderbolt?

As a leading marketing agency in Surrey and SEO agency in Surrey, Thunderbolt brings together the creative edge and technical expertise needed for AI-era success:

1. Local, integrated expertise: Based in Farnham, we deliver award-winning web design and development, digital marketing, SEO, PPC, and social media, all under one roof.
2. Demonstrable results: We’ve achieved up to 500% ROI and helped clients like Surrey County Council, Oracle and NHS stand out online.
3. Future-proof strategies: We combine traditional SEO with emerging approaches like AEO, GEO, AI SEO and knowledge graph development to keep you ahead of the curve.
4. Collaborative and approachable: Our team offers transformative ideas coupled with personable service. Whichever department you interact with, you’ll find us professional, proactive, and friendly.

If you’re ready to make your website discoverable across chat interfaces, AI assistants, and search overviews, Thunderbolt is the partner for you.

FAQs

What is AI Search?

AI Search refers to queries answered by conversational, AI-powered tools such as ChatGPT, SGE or Copilot, rather than traditional search engine result pages.

How does AEO differ from traditional SEO?

AEO targets direct answer visibility via structured Q&A and schema rather than keyword ranking alone.

Why should Surrey businesses invest in AI-optimised content?

Because AI is rapidly shifting how users find information—optimising for AI ensures you’re visible where local audiences engage digitally, not just in organic search.

How can Thunderbolt help?

As an AEO and marketing agency in Surrey, we audit, optimise and design your online presence using AI-friendly architecture, authority-building content, structured data and strategic branding.

Learn More About AI Search with Thunderbolt

Optimising for AI search is going to be essential over the next few years. By blending structure, credibility, technical excellence and future-ready tactics, your website can thrive in a conversational, AI-powered digital landscape.

Let Thunderbolt help you not just survive this evolution, but lead it. Contact us today to find out more.