Search Isn’t Dead. It’s Just Smarter Now.
How to win in the age of AI answer engines.
Search is evolving.
People don’t want 10 blue links anymore.
They want answers. Fast. Clear. Done.
And AI is delivering.
Whether it’s ChatGPT, Perplexity, or Google’s SGE — users are asking questions, and AI is answering. No clicks needed.
So where does that leave SEO?
Very much alive — but only if you adapt.
5 Ways to Win the New Search Game
We’ve been helping brands stay ahead of the curve, not chase it.
Here’s what actually matters now:
1. Co-Occurrence: Get Your Brand in the Right Conversations
AI tools don’t rank pages. They recognise patterns.
If your brand keeps showing up next to high-intent keywords — you win.
Do this:
Pair your brand with relevant search terms (“best life insurance + [Your Brand]”) across your site and third-party platforms
Get mentioned on trusted, high-authority sources
Think: guest content, expert roundups, feature mentions
The more often your brand co-occurs with the right terms, the more likely AI is to feature you.
2. Answer Optimisation: Cover the Questions People Actually Ask
AI rewards content that answers clearly and thoroughly.
Not fluff. Not filler. Just straight-up useful answers.
Do this:
Use tools like Google Search, SEMRush, Answer the Public to find real search queries
Add the answers to landing pages, FAQs, product pages — not just your blog
Don’t hide the good stuff
If you want to show up in answers, write like you’re giving one.
3. Citation Optimisation: Become the Source AI Trusts
AI answer engines pull from what they believe are reliable sources.
If your content is cited — directly or indirectly — your brand shows up.
Do this:
Publish original content worth referencing (think guides, explainers, data-led posts)
Build backlinks from credible sites
Pay for inclusion if it’s in a trusted space
No citation = no mention. Don’t just publish. Get picked up.
4. UGC + Local Reality: Make Up for What NZ Lacks
In markets like the US, Reddit and Quora dominate UGC. In NZ? Not so much.
That means you have to build trust another way.
Do this:
Invest in reviews, testimonials, and case studies
Sponsor content on trusted NZ outlets
Get seen where locals actually go
In the absence of organic UGC, paid visibility becomes strategic — not optional.
5. Cross-Platform Optimisation: Treat Every Surface Like Search
AI doesn’t just scrape websites. It pulls from everywhere — YouTube, TikTok, blog posts, product reviews, app stores.
Do this:
Answer common industry questions in short-form video
Optimise YouTube titles, captions, and metadata
Repurpose content across platforms with discoverability in mind
Every platform is now a search engine. Treat it like one.
Bonus:
Track AI Share of Voice
Forget rankings.
Start asking: How often does AI mention us?
Do this:
Search your keywords in ChatGPT, Gemini, Perplexity
Track how often your brand comes up
Use that data to refine what to write, where to be, and how to earn mentions
If you’re not being cited, you’re not in the game.
Final Thought:
The old SEO playbook isn’t dead. It’s just outdated.
AI has changed how discovery works.
The brands that adapt fast will win long-term — not just in search, but across trust, conversion, and awareness.
If you want to build a future-proofed, AI-optimised marketing ecosystem that actually performs?
Let’s talk.
Unfold Growth
Smarter search. Sharper strategy. Sustainable results.
#AI answer engines, #AI search engines #How to optimise for AI search engines, #How to optimise for AI answer engines, #SEO strategies for AI answer engines, #SEO strategies for AI search engines #How to increase AI share of voice.
