Key takeaways
- AI answers are built on search: the fundamentals of SEO still come first.
- Clear, factual pages that answer questions directly are the easiest to cite.
- Structured data and consistent product information help AI systems understand your catalogue.
- Check that AI search crawlers are allowed in robots.txt if you want to appear in their answers.
- Mentions on trusted sites, reviews and comparisons influence which brands AI recommends.
Search is changing. Google shows AI Overviews above many results, and shoppers ask ChatGPT, Perplexity and other assistants which products to buy. To appear in those answers, your store has to be easy for AI systems to find, understand and trust. This is AI search optimisation — sometimes called generative engine optimisation (GEO).
Start with SEO fundamentals
Google says its AI features rely on the same systems as search, with no special markup required. A fast, crawlable store with good content is the foundation — see our Shopify SEO checklist.
Write content AI can quote
- Answer real questions directly, in the first sentence under each heading.
- Use clear headings that match how people ask questions.
- State facts plainly: materials, dimensions, prices, compatibility, delivery times.
- Keep information consistent across your site, marketplaces and feeds.
- Publish genuinely useful guides, comparisons and FAQs, not thin keyword pages.
Make products machine-readable
Product structured data, organised metafields and an accurate Merchant Center feed give AI systems precise facts about your catalogue — the same data that powers Google Shopping.
Let the right crawlers in
AI assistants use their own crawlers. OpenAI, for example, uses OAI-SearchBot for ChatGPT search, separately from GPTBot, which collects training data. Review your robots.txt so you aren't blocking the search crawlers you want to appear in. Proposals such as llms.txt exist, but no major search engine relies on them yet.
Earn mentions beyond your site
AI answers often draw on reviews, comparisons, forums and publications. Encourage reviews, get featured in credible roundups and keep your brand information consistent everywhere it appears.
Want your store to show up in AI answers? Our AI search optimisation service audits how AI systems see your brand and improves content, structured data and visibility, alongside our SEO services. Get in touch.
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Jay Patel