For most of the last two decades, SEO mostly meant one thing, where you ranked on Google (and occasionally Bing). The customer journey was familiar. Someone searched, scanned a list of links, clicked and explored. Now the journey is increasingly 'ask, get an answer, take action.' And the platforms shaping that journey include ChatGPT, Claude, Gemini, Perplexity and Google itself, which is inserting AI summaries, what Google calls AI Overviews, into search results.
When AI tools started taking off, Google faced a serious problem: the risk of its search results being flooded with AI-generated spam. If left unchecked, the world's most-used search engine would lose trust - and with it, revenue. Search drives almost 57% of Alphabet's income, totaling over $198bn annually. And that revenue was at risk. AI spam isn't like old-school SEO spam. It's better written, harder to detect, and convincing enough to fool algorithms.
Google's selection of an image preview is completely automated and takes into account a number of different sources to select which image on a given page is shown on Google (for example, a text result image or the preview image in Discover). You can influence which image gets selected by providing your preferred image through one of the following metadata sources: Specify the schema.org primaryImageOfPage property with a URL or ImageObject, or specify an image URL or ImageObject property and attach it to the main entity, or specify the og:image meta tag.
What happens when the AI companies (inevitably) encounter spam and attempts at SEO/GEO manipulation in the markdown files targeted to bots? What happens when the .md files no longer provide an equivalent experience to what users are seeing? What happens if they continue crawling those pages but actually toss them out before using the content to form a response? ...And we keep conflating "bot crawling activity" with "the bots are using/liking my markdown content?" How will we know if they're actually using the .md files or not?
AI visibility means your content is included, cited, and recommended in AI-generated answers. If you think ranking at the top of the SERPs is still the way to go, think bigger. AI has become a primary factor in online search strategy. If AI systems can't read your brand, you could become invisible. Below, I share how AI visibility differs from SEO and five strategies to make your brand AI-visible.
