AI search isn’t coming – it’s already here.
Tools like Google’s AI Overviews, ChatGPT, and Gemini are now summarising information, not just indexing it. Instead of ten blue links, users are often shown one direct answer – usually sourced from a handful of trusted websites.
So if AI is writing the summary, the question for businesses becomes simple: Will your brand be named, or left out?
In our recent article, How to optimise a website for AI search, we unpacked how AI interprets entities, context, and structured data. This checklist builds on that foundation – it’s a quick, non-technical way to see if your website is ready to be recognised, understood, and trusted in an AI-first search world.
1. Be Clear About Who You Are
AI systems look for facts, not slogans. If your homepage reads like an ad without plainly saying what you do, where you’re based, and who you serve – you’re leaving machines guessing.
Ask yourself:
- Is it obvious what your company does from the first sentence?
- Are your contact details visible and consistent everywhere?
- Does each service page use straightforward, factual language?
If it’s easy for a person to answer “what does this business actually do?” – it’s easy for AI too.
2. Keep Your Details Consistent
AI doesn’t trust what it can’t verify. When your business name, address, or phone number differ between your website, Google Business Profile, or LinkedIn page, it weakens that trust.
Do a quick audit:
- Is your business information identical across all major listings?
- Do your About and Contact pages use the same details found in your structured data (if any)?
- Have you updated old pages that still list outdated addresses or directors?
Consistency acts like a digital fingerprint – when all your signals match, you’re easier to verify.
3. Write to Answer, Not to Impress
AI models reward clarity over cleverness. They look for sentences that answer questions directly. That means writing content that’s plain, useful, and unambiguous.
To test yourself:
- Does each page clearly answer common customer questions?
- Are you using natural, conversational phrasing (as if you’re explaining, not pitching)?
- Do you include a short FAQ or Q&A section where it fits logically?
The simpler your answers, the easier it is for AI to quote you correctly.
4. Build a Structure That Makes Sense
You don’t need to know code to make your site easier to read – for either humans or machines. Think of your website as a well-organised book: clear chapters, headings, and references.
Quick wins include:
- Using descriptive headings that follow a logical order (H1, H2, H3).
- Linking related pages internally, so context flows naturally.
- Adding alt text to images so content stays meaningful even when visuals are removed.
If someone can skim your site and instantly understand what you do, AI probably can too.
5. Earn Credibility Beyond Your Own Site
AI doesn’t take your word for it – it checks what others say about you. Citations, reviews, and mentions across credible local websites strengthen your reputation and help algorithms treat your information as trustworthy.
Ways to build that credibility:
- Encourage genuine reviews on Google or industry platforms.
- Partner with or contribute to reputable NZ publications and directories.
- Keep your digital footprint consistent across media, suppliers, and clients.
Every verified mention of your brand is another vote of confidence for AI to reference.
6. Keep Your Site Alive and Updated
Freshness is a trust signal too. Websites that go untouched for years risk becoming invisible, even if they still rank today.
Check these:
- Are your pages updated with current information and copyright years?
- Do you regularly add new content – insights, case studies, or company updates?
- Are broken links, outdated staff bios, and unused pages cleaned up?
Search engines – human or AI – pay attention to signs of life.
7. Keep It Human
Ironically, the best way to stand out in an AI-driven world is to sound more human. Write like a person who cares, not a machine trying to sell. Share your expertise honestly, give clear answers, and explain ideas in your own voice.
The future of search favours content that is authentic, structured, and transparent. If you start there, you’re already ahead.
Where to Go Next
This checklist is the short version. For a deeper dive into how AI systems interpret your content – including how to structure entities, schema, and trust signals – see How to optimise a website for AI search.
If you’re unsure where your website stands, Fahrenheit Digital can help assess how visible your brand is to both people and machines.