Written by: This article explains how AI-driven tools like ChatGPT, Claude and Perplexity are changing SEO. It focuses on how search behaviour is shifting toward “fan-out queries”, how AI pulls and cites content from search engines, and what businesses need to do to remain visible. It also covers content structure, tracking AI referral traffic, and adapting SEO strategy for AI-generated answers.
As a digital marketing specialist, managing hundreds of websites and driving traffic through SEO, I’ve been closely monitoring the growing influence of AI in search results. The more I fine-tune my SEO strategies to appear at the top of Google’s results, the more I notice traffic coming from AI-driven platforms like ChatGPT, Claude, and Perplexity. This shift is something businesses-especially small and medium-sized ones-need to pay attention to.
While I still see steady results from traditional channels like Google Ads and Facebook Ads, a new player has emerged: AI language models. These models don’t just deliver a quick answer to user queries-they are reshaping how we approach content, SEO, and traffic acquisition. Over the years, I’ve learned a great deal about how AI works in the search landscape, and today I want to share what’s actually working for me in getting my content quoted by AI, as well as how it’s driving traffic to my sites.
AI Search Results Are Just Another Layer to Google and Bing
AI-powered search tools, such as ChatGPT, Claude, and Perplexity, are often viewed as independent search engines. However, in reality, they extract information from existing search engines, such as Google and Bing. It’s a bit like when Google first emerged-it indexed data, much like a librarian finding books in a vast library. AI models are the new “librarians,” going deeper to find even more specific answers based on user queries.
However, this has led to an interesting shift. As AI tools become more ingrained in the user journey, there’s less need for users to click through to the original content. Instead, they get their answers directly from AI’s responses. For businesses, that means being quoted by AI can be as valuable-if not more so-than ranking high on Google. However, it’s not as straightforward as it once was.
The Impact of AI on Traditional SEO Methods
In the past, traditional SEO focused heavily on ranking in Google’s search results. The goal was to optimise content, gain backlinks, and make sure your page ranked at the top of the search engine results page (SERP). This is still essential, but what’s becoming increasingly clear is that AI models are looking beyond just the rankings-they’re pulling from the content available online to answer questions quickly.
If you’re getting your content quoted by AI, you might notice a change in how your traffic behaves. Organic traffic may decline, but referral traffic from AI-driven sources could rise. This is because AI often pulls data directly from Google search results, referencing high-ranking sites to build responses to user queries. So, even if users aren’t clicking through to your site, AI may still be attributing your content as a source of information, resulting in indirect traffic.
How to Optimise Your Content for AI Quoting
The key to staying competitive in this new landscape is understanding the actual queries AI tools are using. Unlike the broad search queries we typically optimise for, AI models use something called “fan-out queries”-long-tail search phrases that help narrow down results. For example, if a user asks, “What are the best boxing gyms in Sydney?”, AI tools may dig deeper into the search results to find highly specific responses.
This presents an opportunity: by understanding the types of queries AI tools are using, you can optimise your content to be more easily quoted. To achieve this, I recommend creating content that directly and clearly answers specific, niche questions. For example, instead of just writing a general guide on boxing gyms, create a blog post or guide that highlights unique aspects, such as “Top 5 Boxing Gyms for Beginners in Sydney” or “Best Boxing Gyms for Women in Sydney’s Eastern Suburbs.” These kinds of niche, long-tail queries are more likely to get picked up by AI, which prefers content that answers questions precisely.
Monitoring AI Referral Traffic
Another critical part of adjusting to this new AI-driven search landscape is tracking AI-generated referral traffic. If you have Google Analytics set up, ensure that you’re tracking referral traffic and monitoring the sources of that traffic. You’ll likely see an increase in traffic coming from AI tools, even if you’re not getting as many clicks directly from Google’s search results.
To track this more effectively, tools like Ahrefs and SEMrush can help monitor your brand mentions in AI-generated results. If you see a bump in AI traffic, that’s a good sign that language models are referencing your content. From there, you can adjust your content strategy, making sure that you’re optimising for the specific queries that AI is using.
The Importance of Skimmable, High-Quality Content
One thing that has become abundantly clear is that AI language models favour content that’s easy to digest. Skimmable content with clear structure-such as bullet points, headings, and concise paragraphs-is more likely to be quoted. The more AI can easily digest and pull from your content, the more likely it will be used in its responses.
For example, if you have a well-structured FAQ page or a comprehensive how-to guide, it’s far more likely to show up in an AI response than a long, dense article. The key is to deliver information in a way that’s not only valuable but easy for AI to process and present. AI doesn’t want to sift through a 2,000-word article; it wants clear, bite-sized information to deliver quickly.
The Risks of Misinformation and Ethics in AI
While the rise of AI in search is exciting for businesses looking to increase their visibility, there’s a darker side to consider. AI can sometimes regurgitate misinformation, especially when quoting unreliable sources or poorly written content. For example, if a health blog contains false or harmful advice, an AI model might quote it without any real fact-checking, which could lead to serious consequences.
This highlights the importance of maintaining high-quality content. If you’re aiming to get your pages quoted by AI, ensure your content is accurate, trustworthy, and supported by reliable sources. The last thing you want is for your site to be the source of misinformation that AI tools spread across the web.
The Future of AI and SEO
We’re in the early days of AI integration in search. Currently, AI is still refining its approach to utilising search results to provide users with the most accurate and relevant answers. However, as the technology matures, we can expect it to become more sophisticated and better at distinguishing between accurate and inaccurate information. For now, the best strategy is to stay flexible, adapt to the changing landscape, and ensure your content is optimised for both traditional search engines and AI tools.
As AI continues to evolve, it’s clear that businesses will need to adapt their strategies not only to rank on Google but also to get quoted by AI models. By creating skimmable, valuable content that answers niche questions directly, tracking AI-generated traffic, and staying ahead of the curve on AI trends, you can stay competitive in this new digital environment.
Real-World Case Studies
Case Study: Melbourne Dental Group – Dental Services – Melbourne, VIC
The Challenge: Despite high rankings on Google, this dental service was seeing a drop in organic traffic, as AI language models began quoting their pages more frequently.
The Strategy: To adapt, they focused on producing skimmable, unique content that AI models could easily quote, ensuring their pages were concise and to the point.
The Results: While organic traffic decreased slightly, referral traffic from AI-driven results increased by 15%, resulting in a higher volume of inbound leads.
The Lesson: Understand that AI models pull from high-authority sources, but it’s crucial to provide clear, unique content that can be quickly referenced.
Industry Application: For dentists, creating FAQ pages or concise guides to common dental issues is a great way to get quoted by AI models.
Case Study: Sydney Builders – Construction Services – Sydney, NSW
The Challenge: Sydney Builders had multiple sites ranking high on Google, but found themselves less visible when AI models began quoting other sources.
The Strategy: They created more specific, niche-based content around local construction queries and service offerings, using “fan-out” queries like “best sustainable home builders in the Inner West”.
The Results: The niche-targeted pages were picked up by AI models, leading to a 10% increase in referral traffic from AI-driven results.
The Lesson: Don’t just optimise for broad keywords-create deep, targeted content that answers specific AI queries.
Industry Application: For tradies, having guides or blogs on unique aspects of their services (e.g., eco-friendly construction, niche renovations) can make a difference in AI visibility.
