AI optimization (also called Generative Engine Optimization or GEO) differs from traditional SEO in two fundamental ways: AI models rely heavily on pre-trained knowledge about brands, and when they do search, they use hyper-specific, conversational queries that no human would ever type. While your existing SEO efforts will help with AI visibility, you need additional strategies focused on brand mentions and creating content for ultra-specific long-tail queries.
The Common Misconception in the SEO Community
Right now the entire SEO community is talking about what it takes to rank in AI platforms like ChatGPT or Google’s AI mode. The common sentiment I keep seeing is that ranking in AI is exactly the same as ranking in Google search.
The rationale makes sense on the surface. These large language models use search engines to determine recommendations. ChatGPT runs searches using Bing when you ask for business recommendations. Gemini uses Google. Therefore, the thinking goes, you should just do the same things you’re doing to rank in those algorithms.
This is partially true. Everything you’re doing that helps with traditional SEO will also help you show up in large language models. But this perspective misses two very important distinctions that change everything about how you should approach AI optimization.
Two Key Differences Between AI Optimization and SEO
AI Models Have Pre-Trained Knowledge About Your Brand
Not all output from large language models comes from live search results. These AI systems are pre-trained on massive amounts of content from across the internet, which means they already have a deep understanding of big brands and even many smaller brands.
Try asking one of the smaller flash models about your brand without giving it internet access, and you might be surprised how much it already knows. This pre-trained knowledge base makes brand mentions incredibly valuable, since an AI can only recall what it has learned during training.
Studies show that brand mentions across the web have a far higher correlation with appearing in AI-generated answers than traditional backlinks do. In fact, researchers found that branded web mentions showed a correlation of approximately 0.66 with AI visibility, compared to just 0.22 for backlinks.
AI Search Queries Are Hyper-Specific and Conversational
Even when large language models do run live searches, they search much differently than humans do. The average AI-generated search query is around 23 words long, compared to just 4 words for human searches.
Here’s a real example: I was at Disneyland in Orlando with my wife, standing in line, and I asked ChatGPT “what are some good games that my wife and I might be able to play on our phone while we’re standing in line here at Disneyland?”
ChatGPT ran a Bing search, but the search query was “games for two players on mobile device while standing in line.” No human would ever search that way because we understand it’s very unlikely there’s an article with that exact title. But large language models search this way all the time.
This creates a massive opportunity. It’s suddenly worth creating content addressing these hyper-specific queries that humans would never type but AI systems regularly search for.
Brand Mentions Are the New Backlinks for AI
Unlike traditional SEO, it’s much less important that mentions of your brand actually link to your website. A mention alone is enough for AI systems to understand and remember your brand.
These large language models are also way less picky than traditional search engines about source quality. I constantly see them citing obscure blogs and even spammy press releases distributed by companies themselves. While we don’t recommend spam, this does mean there are more opportunities to get your brand mentioned in contexts that AI will recognize and trust.
Content Strategy for AI Optimization
The content that performs best in AI answers is material that directly and comprehensively answers specific user questions in a trustworthy way. Unlike traditional Google results where entire pages are ranked, AI-generated answers are usually assembled from multiple snippets drawn from different sources.
This means having a single standout paragraph that perfectly addresses a niche query can win you a spot in an AI answer, even if your page isn’t #1 in Google overall.
Focus on creating:
- Hyper-specific content sections that target detailed, conversational questions
- Direct answer formats that immediately state the core answer before elaborating
- Well-cited, authoritative content that includes data and references to trusted sources
- Structured content with clear headings, bullet points, and tables that make information easy to extract
Since it’s easier than ever to create high-quality content at scale using AI tools, this approach of creating content for hyper-specific queries is now more cost-effective than it’s ever been.
Press Releases and PR Work Better Than Ever for AI
Press releases can be very effective for AI optimization because they help secure credible, context-rich mentions of your brand across multiple websites.
A well-distributed press release leads to your brand name appearing on dozens of websites – news sites, industry blogs, aggregators. Each of those counts as a brand mention that feeds into an AI’s knowledge base. Even if a press release doesn’t send thousands of readers to your site, it populates the web with references that inform how AI perceives your brand.
The key is focusing on newsworthiness and substance rather than purely promotional content. AI models favor content that appears authoritative and unbiased, so getting mentioned in respected publications (even if originating from a press release) carries significant weight.
The Bottom Line: AI Optimization Requires a Hybrid Approach
While traditional SEO best practices remain important, AI optimization requires extending your strategy in two key directions:
- Focus on brand mentions across the web, not just backlinks to your site
- Create content for hyper-specific, conversational queries that AI systems actually search for
This is exactly what we’ve been experimenting with at TJ Digital – creating hyper-specific content and spreading brand mentions along with relevant terms across the internet. The results speak for themselves: our clients are showing up in AI recommendations more frequently than their competitors who stick to traditional SEO alone.
Ready to adapt your marketing strategy for the AI era? Get a free digital marketing audit to see how we can help you show up in both traditional search results and AI-powered platforms like ChatGPT.