Recently, I was chatting with a business owner who had tried something interesting.
She typed a question into an AI tool to see if her website would appear in the results.
It didn’t.
Her first reaction was:
"Does that mean my SEO isn’t working?"
It’s a fair question, and one that more and more business owners are starting to ask.
While people still use Google every day, many are now also turning to AI tools to ask questions, compare options, and look for advice.
But here’s the important thing to know:
Google search and AI search work in slightly different ways.
So it’s entirely possible for your website to appear in Google results but not be mentioned in an AI answer.
The good news is that the same simple principles can help with both.
Quick Answer: Why your website shows in Google but not AI searches
Your website might appear in Google but not in AI search results because Google mainly matches keywords, while AI tools look for content that clearly answers questions and explains topics in detail. If your website focuses mainly on selling services rather than explaining common customer questions, AI tools may not have enough information to reference your site.
How Google Search Works
Search engines like Google and Bing mainly look for pages that match the words someone types into the search box.
For example, if someone searches for:
“dog groomer in Swansea”
Google scans millions of pages looking for websites that include those words or something very similar.
It also looks at other signals, such as:
- whether the page appears helpful
- how trustworthy the website seems
- whether other websites link to it
- how well the page is structured
But at its core, traditional SEO still relies heavily on the words that actually appear on your website.
If a phrase someone searches for isn’t mentioned anywhere on your site, it’s much harder for Google to know that your page is relevant.
How AI Search Works
AI tools such as ChatGPT, Claude, Perplexity, and similar platforms work a little differently.
Instead of simply matching keywords, they try to understand the meaning behind a question and generate an answer.
Sometimes they provide links to sources.
Sometimes they summarise information from several websites.
This means AI tools tend to favour content that:
- clearly explains something
- answers a specific question
- is easy to understand
- provides helpful detail
In other words, they tend to favour useful information written for humans, rather than pages written purely to rank in search engines.
Why Your Website Might Not Appear in AI Searches
If you ask an AI tool a question and your website isn’t mentioned, it doesn’t necessarily mean your SEO isn’t working.
Often, it simply means your website doesn’t give the AI enough information to work with.
Here are some of the most common reasons this happens...
The question isn’t answered on your website
This is the most common issue.
You know what you offer, but your potential customers often start with questions such as:
- How much does it cost?
- How long does it take?
- What happens during a session?
- Is this suitable for me?
- What should I do before booking?
If those questions aren’t answered anywhere on your website, AI tools don’t have anything to quote or summarise.
Your website focuses mostly on selling
Sales pages are important. After all, your website needs to help people book or buy from you.
But if every page is purely promotional, there may not be much helpful information for search engines or AI tools to work with.
Phrases like:
- “high-quality service”
- “tailored solutions”
- “the best in the area”
don’t actually explain very much.
Clear explanations and useful information are far more helpful to both people and search engines.
Your expertise isn’t easy to see
AI tools tend to favour information that looks trustworthy.
That means it helps if your website clearly shows things like:
- who you are and what experience you have
- qualifications or professional memberships
- testimonials or reviews
- examples of your work
- the areas you serve
All of these signals help build trust.
Your content is difficult to read or understand
Sometimes the information is there, but it’s hard for search engines (or people) to understand.
This can happen if:
- important text is placed inside images
- pages try to cover too many topics at once
- headings are unclear
- the structure of the page is confusing
A simple, well-structured page is usually easier for both people and AI tools to understand.
How to Help Your Website Show Up in Both Google and AI Searches
The good news is that you don’t need complicated strategies to improve your chances of appearing in both types of search.
In most cases, it comes down to creating clear, helpful content.
Here are a few simple things you can do...
Answer the questions your customers already ask
If you’re wondering what to write about on your website, the easiest place to start is with the questions your customers are already asking you.
Think about the things people ask when they:
- phone you
- fill in your enquiry form
- send you an email
- message you on social media
- speak to you in person
Those questions are often perfect topics for blog posts or website pages.
For example, people might ask things like:
- What happens during a reflexology session?
- How much does a boiler service cost?
- How often should you have a massage?
- What should you expect at your first appointment?
When you answer these questions clearly on your website, you’re doing two helpful things at once.
You’re giving potential clients the information they’re looking for, and you’re helping search engines and AI tools understand your expertise.
If you'd like to explore this idea further, I talk more about it in my article “Why Answering Questions on Your Website Is the Key to Getting Found (and Chosen) Online.”
Be clear about what you do and who you help
Sometimes websites are so polite or general that it’s difficult to understand exactly what the business does.
For example:
"Helping people feel better and live well."
That sounds nice, but it doesn’t tell search engines very much.
Something clearer might be:
"I help busy mums reduce stress with reflexology sessions in Neath."
The clearer you are, the easier it is for search engines and AI tools to connect your website to the right searches.
Create helpful content, not just service pages
Your service pages are important.
But blog posts, guides, and FAQs give your website much more useful information.
They help establish you as someone who understands your customers’ questions and problems.
And that’s exactly the kind of content search engines and AI tools tend to favour.
The Big Takeaway
SEO isn’t just about keywords anymore.
It’s about being genuinely helpful online.
When your website answers real questions and explains things clearly, you make life easier for:
- potential clients
- search engines
- AI tools
And that’s exactly the type of content that the internet increasingly rewards.
So if you’re wondering what to write about on your website next, start with the questions your customers ask you every week.
If you start answering the questions your customers ask you every day, you’ll already be a long way ahead of many websites online.
Need Help?
SEO can get quite technical, but for most small business owners, the biggest improvements come from getting the foundations right.
This includes things like:
-
making sure your website clearly explains what you do
-
answering the questions your customers are already asking
-
structuring your pages so search engines can understand them
-
and making the most of tools like your Google Business Profile.
This is exactly the kind of work I help my clients with.
If you’d like a fresh pair of eyes on your website to spot any gaps or missed opportunities, you’re welcome to book a chat with me using the button below.
And if a situation ever needs deeper technical SEO support, I’m always happy to recommend trusted specialists who can help.
FAQs about AI Search and SEO
Will AI search replace Google?
Not completely. Most people still use Google, but many are also starting to ask questions in AI tools. This means websites need to be helpful and informative so they can appear in both places.
Do I need special AI SEO?
No. In most cases the same principles apply: answer real customer questions, write clearly, and show your expertise.
How can I test if my website appears in AI search?
Try asking an AI tool questions your customers might ask and see which websites are mentioned. If your website isn’t included, that can give you ideas for content you could add.
