AI SEO
Definition: AI SEO is an umbrella term with two meanings: optimizing a site so it appears in AI-generated search answers, and using AI tools to do SEO work such as research, auditing and drafting.
Also called: SEO for AI, AI search optimization
Updated
Two meanings, one phrase
When a vendor or colleague says “AI SEO”, it is worth asking which of two things they mean, because the work is quite different.
Optimizing for AI search. This is the same ground as generative engine optimization and LLMO: making sure ChatGPT, Perplexity, Claude and Google’s AI features can access, understand and cite your pages. The technical side covers crawler access and server-rendered content; the off-site side covers brand mentions and reputation.
Using AI to do SEO. This means using language models to cluster keywords, draft titles and descriptions, summarize audit results or write first drafts. Google says appropriate use of AI or automation to create content is not against its guidelines; what matters is whether the result is helpful (Google Search Central blog).
Where it goes wrong
The second meaning has a well-defined failure mode. Google says generating many pages with AI tools without adding value for users is scaled content abuse, a spam policy violation (spam policies). Publishing hundreds of near-identical AI pages is the fastest way to turn a productivity tool into a ranking problem.
How to judge an “AI SEO” offer
- Ask what changes on your site that ordinary technical and content SEO would not already cover.
- Ask how results are measured, and over how many prompts or queries.
- Be wary of guarantees about AI citations; no provider publishes rules for them.
Our view: most of the value sits in fundamentals that predate AI. The GEO vs SEO guide separates what is genuinely new from what is renamed.