We're seeing AI Overviews appear for queries we used to rank well for. How worried should we be?

It depends on what kind of queries are being affected and how much of your organic revenue they drive. Not all AI Overviews displace clicks equally. For some informational queries, AI-generated answers are absorbing traffic that previously went to your site – and that traffic isn’t coming back regardless of your ranking position. For commercial and transactional queries, the picture is more nuanced: users still click through, but their behaviour is changing and the CTR profiles you’ve relied on are shifting. We start by mapping which of your high-value queries are currently triggering AI Overviews, what percentage of your organic traffic and revenue is exposed, and whether the trend is accelerating. That gives you a clear, quantified risk assessment rather than a vague sense of anxiety – and a foundation for deciding where to invest.

What can we actually do to appear in AI-generated search results?

There’s no equivalent of “ranking first” in AI search – LLMs synthesise answers from multiple sources rather than returning a ranked list. But there are clear signals that increase the likelihood of your brand being cited. Structured data, entity clarity, topical authority, and content that directly answers specific questions in a format LLMs can parse all contribute. We assess your current content against these signals, identify where your competitors are being cited and you’re not, and build a roadmap for improving your visibility across Google AI Mode, ChatGPT search, and Perplexity. This isn’t speculative – we use proprietary monitoring to track which brands are appearing in AI-generated answers for your target query set, so recommendations are grounded in observable data rather than theory.

Is this a separate workstream from traditional SEO or part of the same thing?

It’s part of the same strategic picture, which is exactly why we don’t treat it as a standalone service disconnected from your core SEO programme. The technical foundations that make your site perform well in traditional search – clean architecture, strong structured data, authoritative content, clear entity signals – are the same foundations that position you for AI search visibility. Where it diverges is in how you monitor performance, how you structure content for citation rather than just ranking, and how you allocate effort between queries where traditional rankings still drive clicks and queries where AI answers are absorbing the traffic. We integrate AI search assessment into every engagement rather than treating it as a bolt-on, because a strategy that optimises for one while ignoring the other leaves gaps in both.

How do you actually measure visibility in AI search? There's no ranking position.

You’re right – traditional rank tracking doesn’t apply. AI search visibility requires a different measurement framework. We monitor whether your brand is being cited in AI-generated answers across Google AI Mode, ChatGPT search, and Perplexity for your target query set, how frequently you appear relative to competitors, and whether citations are driving referral traffic back to your site. We’ve built proprietary tooling for this – the same LLM/AI search visibility reporting referenced in our client work with Citation Group and others. It’s not perfect yet (the space is evolving fast and no measurement framework is fully mature), but it gives you a structured, repeatable view of where you stand in AI search rather than relying on anecdote or guesswork. We report this alongside traditional organic metrics so leadership has a single view across both channels.

Our board is asking about AI search risk. Can you help us quantify the exposure?

This is increasingly the entry point for our AI search engagements – a CMO or founder who needs to present a clear picture of AI search risk to the board or investors, and doesn’t have the data to do it. We produce an AI search exposure assessment that quantifies what percentage of your current organic traffic comes from query types where AI answers are already appearing or likely to appear, models the potential traffic impact under different adoption scenarios, and identifies which revenue lines are most exposed. The deliverable is designed for board-level presentation – not a technical SEO report, but a commercial risk and opportunity assessment that leadership can act on. For PE-backed brands or investor-facing teams, this also serves as part of organic due diligence, showing whether the company’s organic acquisition model is resilient or vulnerable to the AI search shift.

AI & LLM SEO Consultancy

Search is changing. With the rollout of Google AI Mode, ChatGPT AI Search, Perplexity, and other LLMs, along with the integration of AI into search engines and user search behaviour, brands will need to understand their risks and opportunities in the evolving search landscape.

Speak to an AI SEO Consultant

WHAT changes

AI SEO Consultancy

Cutting through the hype around LLM SEO, Geo SEO, and AI SEO to focus on what actually matters: how AI systems interpret your content and decide which brands to surface.

AI Crawlability & Rendering Assessment
Understanding the technical impact of JavaScript rendering, middleware layers like Cloudflare, and server-side routing on how AI crawlers access, render, and index your content. Supported by ongoing bot-log monitoring to detect issues before they cost you visibility.

AI Answer Eligibility Audit
Identifying which parts of your site are eligible for inclusion in AI-generated answers across Google AI Mode and ChatGPT Search, and advising how to improve their suitability so your brand appears when AI answers the questions your customers are asking.

Traffic Impact & Query Redirection
Evaluating which of your informational queries are most exposed to AI Overviews and ChatGPT answers, and guiding where to redirect SEO effort so you’re investing in the queries where organic clicks still have the highest value.

Structured Data for AI Interpretation
Deploying structured data on key product and service pages to support clearer interpretation by AI systems, so when LLMs pull information about your brand, they get it right and surface the pages that matter most.

E-E-A-T Signals for AI Trust
Strengthening experience, expertise, authoritativeness, and trust signals to increase the likelihood of being selected as a trusted source in AI-generated responses. In a world where AI curates answers from multiple sources, being the trusted one is the competitive advantage.

AI Search Share of Voice Monitoring
Tracking how your brand appears across Google AI Mode, ChatGPT Search, and other emerging AI surfaces. Monitoring prompts, model outputs, and competitor presence so you know where you appear, where you’re absent, and how to close the gaps.

Leadership Education & Realistic Expectations
Educating your leadership team on what AI in search actually means for your business, what’s hype and what’s real, and how to build a strategy that stays ahead of evolving behaviours without overreacting to every new announcement.

SOUND FAMILIAR?

AI SEO Scenarios

Most AI SEO engagements start with one of these questions. Which one is keeping you up at night?

^{GETTING AHEAD OF AI MODE}Google AI Mode is rolling out globally and you want to be prepared before it impacts your traffic.

You’ve seen the announcements and the early data. AI-generated answers are starting to appear for your key queries. You want to understand your exposure, identify opportunities, and have a plan in place before the rollout reaches your market at full scale.

^{INFORMATIONAL TRAFFIC EROSION}You’re worried about losing top-of-funnel traffic to ChatGPT and AI answers in search.

Your informational content has driven traffic for years, but AI-generated answers are starting to replace the clicks. You need to understand which queries are most at risk and where to pivot your SEO investment to protect organic revenue.

^{UNDERSTANDING AI ELIGIBILITY}You want to know what qualifies your content to appear in AI and LLM-generated answers.
Your team is reading conflicting advice about what it takes to get cited in ChatGPT Search or Google AI Overviews. You need a clear, evidence-based assessment of where your content stands and what needs to change to improve your chances.

^{AI SHARE OF VOICE}You want to measure your visibility within AI-generated answers and track it over time.
You need a framework to monitor which prompts surface your brand, how model outputs compare to competitors, and where you’re absent from AI-driven results. Traditional rank tracking doesn’t cover this. You need a new measurement approach for a new search landscape.

^{BOARD-LEVEL CLARITY}Leadership is asking “what does AI search mean for us?” and nobody has a clear answer.
The CMO, CTO, or board wants to understand the business implications of AI in search. Not the technical details, but the strategic impact: what’s at risk, what’s the opportunity, and what should the company be doing about it. You need someone who can give them a straight, credible answer.

Discuss Your AI SEO Strategy

Frequently asked questions

Have questions?
We have answers.

Have more questions?
Speak to our founder, Carl

Book a call

We're seeing AI Overviews appear for queries we used to rank well for. How worried should we be?
It depends on what kind of queries are being affected and how much of your organic revenue they drive. Not all AI Overviews displace clicks equally. For some informational queries, AI-generated answers are absorbing traffic that previously went to your site – and that traffic isn’t coming back regardless of your ranking position. For commercial and transactional queries, the picture is more nuanced: users still click through, but their behaviour is changing and the CTR profiles you’ve relied on are shifting. We start by mapping which of your high-value queries are currently triggering AI Overviews, what percentage of your organic traffic and revenue is exposed, and whether the trend is accelerating. That gives you a clear, quantified risk assessment rather than a vague sense of anxiety – and a foundation for deciding where to invest.
What can we actually do to appear in AI-generated search results?
There’s no equivalent of “ranking first” in AI search – LLMs synthesise answers from multiple sources rather than returning a ranked list. But there are clear signals that increase the likelihood of your brand being cited. Structured data, entity clarity, topical authority, and content that directly answers specific questions in a format LLMs can parse all contribute. We assess your current content against these signals, identify where your competitors are being cited and you’re not, and build a roadmap for improving your visibility across Google AI Mode, ChatGPT search, and Perplexity. This isn’t speculative – we use proprietary monitoring to track which brands are appearing in AI-generated answers for your target query set, so recommendations are grounded in observable data rather than theory.
Is this a separate workstream from traditional SEO or part of the same thing?
It’s part of the same strategic picture, which is exactly why we don’t treat it as a standalone service disconnected from your core SEO programme. The technical foundations that make your site perform well in traditional search – clean architecture, strong structured data, authoritative content, clear entity signals – are the same foundations that position you for AI search visibility. Where it diverges is in how you monitor performance, how you structure content for citation rather than just ranking, and how you allocate effort between queries where traditional rankings still drive clicks and queries where AI answers are absorbing the traffic. We integrate AI search assessment into every engagement rather than treating it as a bolt-on, because a strategy that optimises for one while ignoring the other leaves gaps in both.
How do you actually measure visibility in AI search? There's no ranking position.

You’re right – traditional rank tracking doesn’t apply. AI search visibility requires a different measurement framework. We monitor whether your brand is being cited in AI-generated answers across Google AI Mode, ChatGPT search, and Perplexity for your target query set, how frequently you appear relative to competitors, and whether citations are driving referral traffic back to your site. We’ve built proprietary tooling for this – the same LLM/AI search visibility reporting referenced in our client work with Citation Group and others. It’s not perfect yet (the space is evolving fast and no measurement framework is fully mature), but it gives you a structured, repeatable view of where you stand in AI search rather than relying on anecdote or guesswork. We report this alongside traditional organic metrics so leadership has a single view across both channels.
Our board is asking about AI search risk. Can you help us quantify the exposure?
This is increasingly the entry point for our AI search engagements – a CMO or founder who needs to present a clear picture of AI search risk to the board or investors, and doesn’t have the data to do it. We produce an AI search exposure assessment that quantifies what percentage of your current organic traffic comes from query types where AI answers are already appearing or likely to appear, models the potential traffic impact under different adoption scenarios, and identifies which revenue lines are most exposed. The deliverable is designed for board-level presentation – not a technical SEO report, but a commercial risk and opportunity assessment that leadership can act on. For PE-backed brands or investor-facing teams, this also serves as part of organic due diligence, showing whether the company’s organic acquisition model is resilient or vulnerable to the AI search shift.

See the results

See how strategic SEO and AI Search consultancy turned into measurable growth.

What we did

Long-term client engagement delivering consecutive year-on-year growth and achieving market-leader status. Work included technical SEO, strategic direction, stakeholder communication, reporting, and global stakeholder management. Multi-product focus across mutual funds, 401(k) solutions, and sustainable investing.

What they said

“Working with our company is very demanding, and there are many levels of approval to go through for work to be implemented. Carl has always been very responsive and goes beyond the typical scope of any project, providing us with all angles of technical solutions and detailed recommendations for content optimisations.”

Jennifer Xiques

Global Head of SEO

What we did

Improving B2C & B2B user journeys through query intent and optimising internal page signals.

What they said

As someone who has been doing SEO for about 10 years and having worked on companies of all shapes and sizes myself, I can tell the difference between someone who gets their hands dirty and delves into the deepest regions of your site vs an SEO “expert” who pushes a button and runs a site audit report only to tell you you have “12 duplicate title tags.” Carl is definitely the former, and whenever I need a fresh set of eyes on my site, I call him.

Brendan Baker

Director of Growth Marketing

What we did

Supporting SEO strategy and execution across a number of Apax portfolio brands.

What they said

“His knowledge base expands far beyond SEO having run many successful affiliate sites in his down time. His day-to-day work of planning and implementing SEO strategies for major, FTSE 100 brands was first class. He’ll also know the very latest news on domains, ecommerce and pretty much everything else you’ll wish to mention when it comes to running a successful business online.”

David Burgess

Operating Executive

What we did

A detailed technical SEO audit assessed the platform’s architecture and server logs to uncover crawl issues and indexing gaps. The work focused on strengthening geo-specific targeting and capturing high-intent commercial queries, alongside a review of the existing JavaScript framework.

What they said

“Addressing technical SEO challenges at the global domain level requires deep expertise and strategic thinking.

Carl and his team didn’t just conduct an audit – they uncovered the infrastructure-level opportunities that were holding back our entire global platform. Their comprehensive server log analysis, technical audit, content & UX audit as well as a discovery review gave us the clarity and confidence to secure cross-divisional investment for the project.

What sets Audits.com apart is their ability to translate complex technical findings into actionable business priorities that resonate with stakeholders. Their expertise in the financial services sector, combined with their hands-on approach, turned a complex challenge into a clear roadmap for transformation across our divisions.”

Mel Poole

IG Markets (APAC+ME)

What we did

What they said

“Working with Carl has been a game changer for our SEO. He cuts through the noise, finds what really matters, and turns it into a clear, prioritised roadmap my team can execute. Within a few months we’d fixed long-standing technical issues and unlocked meaningful organic growth. ”

Oliver Garas

Head Of Digital Marketing & Website PO

What we did

Comprehensive organic search review across multiple websites within the Citation Group portfolio. Each site received a tailored analysis with prioritised recommendations, supported by group-level dashboard reporting, LLM/AI search visibility reporting via in-house technology, and content recommendations aligned to user search intent.

What they said

I’ve worked with the team at Audits a number of times over the past 10+ years. They consistently identify the key factors limiting performance and provide clear, data-led recommendations. Their support for internal teams is invaluable, and they’re always responsive, approachable, and communicate in plain English.