How AI Search Could Boost Your Brand Profile and What to Do About It
The way people find businesses online is changing fast. Instead of scrolling through pages of search results and jumping into dozens of websites, we are increasingly asking AI search tools like ChatGPT, Perplexity, or Google’s new AI Overviews to do the hard work for us.
The result? We’re no longer seeing a list of websites which may or may not contain the holy grail we’re seeking.
Instead, we are getting a direct answer.
And whether your business is included in that answer depends on how clearly and consistently your brand shows up online… That’s where PR comes in.
For business leaders in manufacturing, renewables, technology, and the built environment, this change matters. If your company isn’t visible to AI, you risk losing profile and influence.
Why AI Search Matters to Your Business
• Buyers are shifting: We’re researching and gathering information on potential suppliers or partners in different ways. We’re searching for detailed answers and, if your website or online media coverage can answer the searcher’s questions, you’re likely to find yourself in AI search results.
• Reputation is at stake: AI often summarises what is already out there about your company. But, if your story isn’t clear, your competitors’ stories might dominate instead.
• The winners gain authority: Companies that appear consistently in AI-generated answers will gain trust faster with customers finding them quicker.
What AI Search Looks For
AI tools don’t just look at keywords. They look at signals of authority and credibility:
• Clear, structured information on your website – to allow answers to be pulled directly.
• Consistent messaging is critical – having your story told the same way across press, blogs, LinkedIn, and news sites is vital.
• Trusted third-party mentions – such as coverage in respected outlets and industry press – is key.
• Technical accessibility is favoured – this means that a site which loads quickly, is easy to navigate, and uses the right metadata will always trump a site which doesn’t.
In short, you need to ensure your online presence is relevant, authoritative, consistent and has context.
Does your business clearly connect to the industry you serve?
PR can make a discernible difference to your online visibility and Altitude is seeing the results every day, both with our own AI search profile and with our clients.
Recently, we’ve seen a massive 160% increase in ChatGPT sessions from our own Google Analytics data. This tracks users who are landing on these very pages after searching in ChatGPT and following the citations within.
We’re seeing the same for clients whose web traffic is booming due to inclusion in AI search. These visits, which are all very trackable, are yielding results and turning into customers.
Quick Wins to Try This Month
1. Ask ChatGPT or Google AI Overviews: “Who are the leading companies in (your sector)?” and see if you appear.
2. Update your ‘About Us’ page on your website so it clearly states what you do, the problems your solve and your credentials.
3. Add an ‘FAQ’ section to your website that answers common customer questions and make sure to structure this content in way that’s favoured by AI Search – use bullet points, clear headers or question style headlines.
4. Share one piece of thought leadership with industry press or LinkedIn. Yes, Altitude can help you get started!
5. Review your last three media mentions – do they tell the story you want AI (and customers) to repeat? If not, then it’s time to rewrite how you’re approaching media relations and, potentially, your entire messaging strategy. We can also help with this.
Final Thought
AI search is not a passing trend. It’s already reshaping how businesses are found and evaluated.
If you want your company to be part of tomorrow’s conversations, you need to act now.
Strong PR and structured communications can ensure that when AI gives an answer your business is the one mentioned.
For more information about Altitude’s PR services, which drive AI search, get in touch today via info@altitudepr.co.uk