Your Total Guide To Business

What Google and AI Actually Want From Your Website

People are no longer just typing questions into Google. They're asking ChatGPT, Google AI Overviews, Gemini, Claude and other AI tools for recommendations, advice and answers. That means businesses need to optimise not only for traditional search engines, but also for AI-powered search.

The good news? Google and AI platforms are looking for many of the same signals. The businesses that provide the most useful, trustworthy and well-structured information are the ones most likely to be recommended.

Here's what they really want from your website.

Helpful, Human-Focused Content

The days of stuffing pages with keywords are long gone.

Google and AI models prioritise content that genuinely helps users answer a question or solve a problem. Every page should have a clear purpose and provide valuable information that is easy to understand.

Ask yourself:

Does this page answer the questions my customers are asking?
Is the information genuinely useful?
Would someone leave this page feeling informed?

Content written for people will always outperform content written purely for search engines.

Demonstrated Expertise

Google places significant emphasis on Experience, Expertise, Authoritativeness and Trustworthiness (often referred to as E-E-A-T).

AI systems also look for signals that your business knows what it's talking about.

You can strengthen this by:

Publishing expert advice and guides
Including author information where relevant
Showcasing qualifications, awards and accreditations
Featuring genuine customer reviews and testimonials
Sharing real case studies and example

The more evidence you provide that you're an expert in your field, the more confidence search engines and AI have in recommending your business.

Clear Website Structure

AI doesn't browse your website like a human.

It needs pages that are organised logically and easy to interpret.

That means:

Clear headings (H1, H2 and H3)
Logical page hierarchy
Descriptive page titles
Simple navigation
Internal links between related content

A well-structured website helps both users and search engines understand what each page is about.

4. Fresh, Up-to-Date Information

Outdated content can reduce trust.

Google favours websites that are regularly updated, and AI systems are more likely to recommend businesses with current, accurate information.

Regularly review:

Service pages
Pricing
Team information
Opening hours
FAQs
Blog content

Even refreshing existing content can improve visibility.

Fast, Mobile-Friendly Performance

A slow website creates a poor user experience.

Google has used page speed as a ranking signal for years, and AI tools often reference websites that are technically strong and accessible.

Focus on:

Fast loading times
Mobile responsiveness
Secure HTTPS connections
Optimised images
Clean code

Technical SEO still matters.

Clear Answers to Real Questions

AI platforms love content that directly answers specific questions.

Rather than only creating service pages, think about what your customers ask every day.

For example:

How much does it cost?
How long does it take?
What's included?
Is it suitable for me?
How does the process work?

Creating detailed FAQ sections and informative articles increases your chances of appearing in both Google search results and AI-generated answers.

Strong Internal Linking

Every page on your website should support another.

Internal links help search engines discover your content, understand relationships between topics and pass authority throughout your site.

For example, a service page could naturally link to:

Relevant case studies
FAQs
Blog articles
Related services
Contact pages

This creates a stronger overall website rather than a collection of isolated pages.

Trust Signals Throughout Your Site

Google and AI are looking for evidence that you're a legitimate, reliable business.

Include:

Customer reviews
Awards and certifications
Industry memberships
Contact details
Physical address (where appropriate)
Privacy Policy and Terms
Clear "About Us" information

Trust is becoming one of the biggest differentiators in AI search.

Original Content

AI can recognise when websites simply repeat what everyone else is saying.

The businesses that stand out share:

Unique insights
Original research
Customer success stories
Local knowledge
Personal experience
Expert opinions

Original content gives AI a reason to reference your business over competitors.

Consistency Across the Web

Your website doesn't exist in isolation.

Google and AI compare information across multiple sources, including your website, business directories, review platforms and social media.

Ensure your:

Business name
Address
Phone number
Services
Branding
Opening hours

are consistent wherever your business appears online.

The Future of Search Is About Trust

SEO is no longer just about ranking on Google.

It's about becoming the business that search engines and AI assistants trust enough to recommend.

That means focusing less on trying to "game" algorithms and more on creating the best possible experience for your customers.

If your website is informative, technically sound, easy to navigate and demonstrates genuine expertise, you'll be in a much stronger position to succeed in both traditional search and the rapidly growing world of AI-powered search.

As search continues to evolve, businesses that invest in high-quality content and trust-building today will be the ones that benefit tomorrow.

Want to know how your business is currently performing in AI search?

We've created an AI Visibility Report, showing whether your business is appearing in tools like ChatGPT, where the opportunities are, and what you can do to improve. Scan the QR Code to have a chat with Liz.

Frequently Asked Questions

What does Google look for in a website?

Google looks for websites that provide helpful, accurate and trustworthy content. It also considers technical factors such as page speed, mobile usability, website security, clear site structure and high-quality backlinks.

What do AI search engines look for?

AI search tools such as ChatGPT, Google AI Overviews and Gemini favour websites that demonstrate expertise, answer questions clearly, have a strong reputation and present information in a well-structured format.

Is SEO still important with AI search?

Yes. SEO remains the foundation of online visibility. While AI search introduces new ways for people to discover businesses, many of the same principles apply, including helpful content, authority and technical performance.

How can I make my website more visible in AI search?

To improve visibility, publish expert content, answer common customer questions, keep your website up to date, use clear headings, improve page speed, build authority and ensure your business information is consistent online.

What is Generative Engine Optimisation?

Generative Engine Optimisation, or GEO, is the process of optimising your website and content so AI-powered search tools can understand, trust and recommend your business.

Does ChatGPT use websites as sources?

Depending on the version and features being used, ChatGPT can access information from websites and other trusted sources. Clear, authoritative and well-optimised content can help improve your chances of being referenced.

How often should I update my website?

You should review your website regularly and update it whenever your services, pricing or business information changes. Refreshing key landing pages and blog content every few months can also help maintain relevance.

Does page speed affect Google rankings?

Yes. Google considers page speed and overall user experience as ranking factors. Faster websites usually provide a better experience for visitors and can perform better in search.

Why is E-E-A-T important for SEO?

E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. It helps Google assess the quality and credibility of content, particularly where accuracy and trust matter.

Can small businesses compete in AI search?

Yes. Small businesses that publish useful content, showcase genuine expertise, earn positive reviews and maintain an optimised website can compete effectively in AI search.

What is the difference between SEO and AI optimisation?

SEO focuses on improving visibility in traditional search results, while AI optimisation aims to increase the likelihood of your business being referenced by AI-powered search tools. The two work best together.

How do I know if my business appears in AI search results?

You can manually search for relevant questions in tools like ChatGPT, Google AI Overviews and Gemini, or use an AI Search Visibility Audit to see whether your business is being recommended and where improvements can be made.

About the Author

Phoebe Hooper is a Digital Marketing Executive and Account Manager at Total Marketing, with a particular passion for SEO, AI search and helping local businesses improve their online visibility. After completing her A-levels in Digital Marketing, Finance and Business Studies, Phoebe achieved a distinction in her Level 3 Digital Marketing Apprenticeship.

She specialises in creating search-focused content and stays up to date with the latest developments in SEO, Google Search and AI-powered search platforms, including ChatGPT, Google AI Overviews and Generative Engine Optimisation (GEO). By combining technical knowledge with practical marketing experience, Phoebe helps businesses strengthen their online presence and adapt to the evolving search landscape.