Search engine optimization (SEO) is a rapidly changing game. However, in recent years, the advent of AI—specifically large language models (LLMs) like ChatGPT, Perplexity, Claude, or Google’s Gemini—have fundamentally shifted how people search for and consume information online.

Not only are things changing, but the pace of change is accelerating. In December 2024, ChatGPT reported about 1 billion daily queries. By the end of 2025, that number had more than doubled to around 2.5 billion queries per day. Of Google’s roughly 14 billion daily search queries, about 20% now get an AI-generated summary as an answer, in addition to the normal list of links. That percentage is closer to 50% for “who, when, why” queries or queries phrased in complete sentences. All told, that’s multiple billions of daily queries feeding through AI machine learning systems that present answers in a different way than traditional online search results. 

Online search has entered a new reality. In this new reality, photographers who want to be found online need to understand how AI affects search, and how it works with traditional SEO.

Let’s first understand the difference between traditional SEO and AI search optimization, commonly referred to as Answer Engine Optimization (AEO) or Generative Engine Optimization (GEO).

• SEO focuses on improving your website’s visibility to search engines (like Google) using techniques like keyword optimization, technical SEO, content quality, and web page authority building. The goal is to show up near the top of a list of suggested links on a search engine results page.
• AEO/GEO refers to tailoring your website content and digital assets to how AI-driven platforms deliver answers. Instead of ranking on search engine results pages, AEO/GEO is about positioning your website so it can be referenced, recommended, and/or cited in conversational AI answers.

The good news is that if you’ve been focusing on your SEO over the years, then you’re in good shape. AEO/GEO doesn’t represent a wholesale departure from traditional SEO. In fact, traditional SEO forms an excellent foundation for AI models. With a few tweaks to how you present key pieces of content, you can position your website for success in both traditional and AI-generated search results.

HOW TO IMPROVE YOUR VISIBILITY IN AI SEARCH

Understand the differences between traditional search engines and LLMs. Traditional search engines rely on crawling, indexing, and ranking pages based on factors such as backlinks, keyword match, and site structure.

AI search tools work differently. They are trained on vast amounts of text and use pattern recognition to generate and retrieve answers. Instead of scanning for exact keyword matches, LLMs evaluate context and semantic relevance. The shift means that creating content that’s rich in concept clarity, structure, and conversational intent is more valuable than ever.

Recognize how AI search tools are changing user behavior. ChatGPT and similar LLM-based tools aren’t just smart browsers; they’re new interfaces for knowledge. When users ask questions, they don’t get a page of blue website links. Instead, they get an instant, synthesized answer. So, rather than clicking links to do deeper research, web users are relying on AI answer summaries as the full response to their question.

Today, people are using AI systems as research assistants, not just as a simple search engine. Queries on AI systems tend to be longer, more conversational, and they have a higher intent for a particular action. For example, a more traditional Google search might look something like this: “portrait photographers near me.” An AI query is more specific and has more intent: “If I want to have a family portrait taken in a scenic park with Lake Michigan in the background, how do I find the best portrait photographer in the Chicagoland area who specializes in that kind of photography?”

With AI search, users place more trust in the output, not the source—unless that source is cited explicitly. By summarizing the search into a concise answer, AI bots are spoon-feeding people the answers they want without requiring additional research. If you can be part of that spoon-fed answer (either through a quotation or a citation), then you’re instantly verified.

Shift your content strategy for AI. To appeal to AI bots, your content needs to be structured so it’s easy for LLMs to find, understand, and quote. Think: Concise, authoritative answers to questions versus long narratives. Here are a few useful strategies:

• Present Q&A-style content. Write in a clear, question-and-answer format that mirrors how AI delivers information. Include descriptive, question-based headings to align with user intent. In other words, think about how your clients would pose questions, and use those as the headings for blog posts and sections on your website. Then concisely answer those questions.
• Provide self-contained answers. Write content that can stand alone without requiring external context. Also, focus on clarity and readability over keyword stuffing or complex storytelling.
• Offer evidence. Include quotations or data from trustworthy sources to improve your authority.
• Provide visuals. Add images, infographics, screenshots, or examples that demonstrate your point and add to your authority.
• Think about context. Create content AI can understand, trust, and use, not just crawl. Ironically, this means writing in a more conversational style so the “robots” can understand your content better.
• Update your website content formats. FAQ sections are great for AI. So are comparison tables that explain your process and criteria, as they provide context. How-tos are also useful.

Consider other online platforms. AI doesn’t just pull info from websites. It derives answers from across social media posts, listing sites, and user-generated content platforms. In addition to posting on your website, think about other platforms where you can share your expertise and expand your digital footprint. For example, you could try posting LinkedIn articles, participating in “best-of” articles or expert interviews with industry publications, answering relevant questions on Reddit or Quora, or posting articles on Medium and Substack.

Keep up the SEO fundamentals. SEO isn’t dying; it’s evolving. Google has repeatedly said that all existing SEO fundamentals continue to be worthwhile for both traditional online search and AI-generated search. But as AI increasingly changes how your clients are searching for service providers, it’s important to adapt to the new rules of engagement. The photographers who make this change now, and stay flexible through this time of rapid evolution, will be best positioned for long-term success in a bold, new, machine-learning future.

Jeff Kent is editor-at-large.