What are the 3 pillars of AI SEO (September 2025 Guide)

Why this matters today

Search is shifting from blue links to AI answers. According to Pew Research, when Google shows an AI summary, people click traditional results only about half as often compared to queries without one. Search Engine Land echoed this, highlighting that users also abandon results pages more frequently when summaries are present (coverage).

At the same time, Google confirmed that AI Overviews now reach more than 200 countries with 1.5 billion monthly users, and Semrush research shows the feature appears in more than 13% of queries, which is double the rate from just a few months earlier.

The reality: you can’t rely on traditional rankings alone. To recover traffic lost to AI, you need to focus on the three pillars below.

Pillar 1: Technical Foundation (don’t block your guest at the door)

Think of AI like a guest visiting your home. If you lock the door, they’ll never come in. If they do get in but you don’t show them where the bathroom or kitchen is, they’ll feel lost, less comfortable and potentially will leave earlier than you hoped for. You want them to feel comfortable, to know exactly where things are, and to find what they need without bothering you.

That’s exactly what a technical foundation does for your website. It ensures AI crawlers can access, understand, and extract your best information quickly and efficiently.

What this means in practice

• Open the door: Update robots.txt to allow reputable crawlers like OpenAI’s GPTBot and confirm your firewall (e.g., Cloudflare) isn’t blocking them by default (Cloudflare trends).

• Give them a map: Maintain a clean sitemap.xml, linked in your robots file, so AI can see the layout of your content.

• Offer a tour: Add a /llms.txt file that highlights your most important pages, definitions, and rules for reuse (llmstxt.org).

• Label your rooms: Use schema markup (FAQ, HowTo, Product, Review, Organization) so AI knows exactly what’s in each “room” of your site.

When you make AI’s job effortless, it’s far more likely to reuse your answers inside its responses.

Pillar 2: Authority Building (be the expert everyone trusts)

Imagine you’re buying a car. Would you trust a site that only lists a few specs, or one that explains everything: from whether a hybrid makes sense for families, to the taxes you’ll pay, to what features matter in hot versus cold climates? Naturally, you’d trust the second one.

AI works the same way. It will favour the source that covers the topic from every possible angle, because that’s the safest answer to give users.

What this means in practice

• Cover every angle: Build “topic hubs” that go beyond your brand. Answer not just “what it is” but “why it matters, how to use it, risks, alternatives, and comparisons.”

• Structure clearly: Use direct answers at the top, bullet points for steps, and expandable detail beneath.

• Go deep, not wide: AI values completeness over sheer volume. One truly comprehensive hub is better than 10 shallow posts.

A real-world example with Wandr

Wandr, a healthy café in Dubai, faced declining visibility as AI tools began answering local food queries. Working with Indexed Lab, they launched a set of articles on every angle of the lunch decision in Dubai, like:

• How to keep lunch healthy

• Where to find casual lunch spots

• Best delivery options if you’re stuck at the office

• Casual lunch in a pleasant spot near me

Because Wandr covered the topic so thoroughly, ChatGPT began citing them directly and in first place for queries like “healthy food in Dubai for lunch near me.” Within months, Wandr wasn’t just visible again, they became the top cited source in AI results, and their online deliveries more than doubled.

Pillar 3: Strategic Dissemination (prove you’re legit with outside signals)

No matter how good a provider’s website is, you’d probably still check outside reviews before buying accounting software. Whether that’s Trustpilot, G2, Wikipedia, or Reddit, external validation matters. AI is no different, as it looks for independent signals that confirm your authority.

What this means in practice

• Reference surfaces: Secure listings on Wikipedia or Wikidata, and ensure your brand data is consistent across directories.

• Community voices: Post helpful, non-promotional answers on Reddit and industry forums, which are places AI already scrapes.

• Media validation: Earn mentions in credible publications or analyst reports to build trust signals outside your own site.

By amplifying your visibility across these trusted surfaces, you reinforce the authority you’ve built on-site. AI engines see you not just as a self-proclaimed expert, but as a proven authority recognised by the wider web.

A quick summary table for your team

How to implement the three pillars in 90 days

Phase 1 (Weeks 1–2): Technical Foundation

• Update robots.txt to allow reputable AI crawlers.

• Adjust firewall settings (e.g., Cloudflare) to let through verified bots.

• Publish/refresh sitemap.xml and /llms.txt.

• Add schema markup for FAQs, HowTo, Organization, and Reviews.

Phase 2 (Weeks 3–6, continuous effort): Authority Building

• Identify 10–15 key customer questions.

• Create comprehensive Answer-Model pages with direct answers, steps, details, and citations.

• Develop one “master hub” page supported by sub-articles that cover every angle.

• Continue expanding topic hubs over time to maintain freshness and depth.

Phase 3 (Weeks 7–11): Strategic Dissemination

• Contribute useful, non-promotional answers to relevant Reddit threads or industry forums.

• Submit or update brand data on Wikidata and reputable directories.

• Pitch a neutral, educational piece to a credible industry publication.

• Encourage reviews on platforms like G2 or Trustpilot.

Phase 4 (Week 12): Feedback Loop

• Test queries in ChatGPT, Gemini, and Perplexity.

• Record which sources are cited.

• Identify gaps and refine your on-site content.

• Repeat this cycle monthly for continuous improvement.

A simple mental model (for teams overwhelmed by AI SEO advice)

AI SEO can feel complicated, but the logic is simple if you keep three images in mind:

• If the door is closed, nothing else matters. You can’t be cited if crawlers can’t enter or navigate your site.

• If your story is shallow, someone else gets quoted. AI always defaults to the source with the clearest and deepest coverage.

• If nobody else backs you up, your claim is fragile. Independent validation across reputable sites gives you staying power.

This shorthand helps teams cut through noise and focus on what truly shifts visibility.

Evidence, nuance, and counter-arguments

Will Google eventually send more clicks back?

Possibly. Some analysts believe Google will surface citations more prominently to calm publishers. But current Pew data still shows reduced clicks, and independent coverage like The Guardian confirms steep traffic drops. Betting on future fixes is risky.

Should we just block AI bots?

Blocking might protect content, but it also guarantees invisibility. The balanced approach is to allow reputable crawlers (e.g., GPTBot) while limiting unknown scrapers.

Isn’t this just classic SEO?

It overlaps, but the endgame is different. Traditional SEO optimises for rank and click; generative engine optimisation optimises for inclusion and citation. According to Semrush, LLMs disproportionately cite sources like Wikipedia and Reddit unless a brand’s content is exceptional in depth and clarity.

Examples of pillar-friendly assets you can ship this quarter

Here are a few deliverables that embody the three pillars, without needing a full overhaul:

• Technical Foundation: Add an /llms.txt that lists your 10 most important resources; refresh sitemap.xml; roll out FAQ schema.

• Authority Building: Publish a single “master guide” that answers every key buyer question in your category; add one comparison page with balanced pros and cons.

• Strategic Dissemination: Post a well-crafted, non-promotional explainer on Reddit; create or update your brand’s Wikidata entry; secure one mention in an industry blog or newsletter.

These are manageable, tangible steps that create compounding AI visibility.

Frequently Asked Questions

Is generative engine optimisation different from traditional SEO?

Yes. Traditional SEO focuses on ranking for clicks. Generative engine optimisation is about being included and cited in AI answers. With Google AI Overviews now reaching billions of users monthly, being present inside those summaries is as critical as ranking in the SERPs.

Do I need llms.txt if I already have a sitemap?

Yes. A sitemap tells crawlers what exists. llms.txt tells LLMs what to trust and reuse—your definitive definitions, glossaries, and licensing information.

What should I prioritise if my budget is limited?

Start with Technical Foundation (so AI can access your site) and one strong topic hub under Authority Building. Once that’s live, secure at least one reputable external mention under Strategic Dissemination.

Try it a home

If you’re running a business today, ask yourself. Have you tried prompting Gemini, ChatGPT, or Perplexity about your category? Does your brand show up? If not, now’s the time to start thinking about AI visibility, because your customers are already searching there.

If you are interested in knowing more about how to make your brand show up on AI models, I recommend you watch my video above talking about the basics so you can get started!

Still feeling overwhelmed?

We can help you make sense of everything, just book a free call with us!

Conclusion

The three pillars of AI SEO: Technical Foundation, Authority Building, and Strategic Dissemination are the blueprint for being mentioned in AI answers. First, open the door to AI by making your site easy to crawl and structured. Then, become the most complete source in your category so AI sees you as the safest answer. Finally, reinforce your expertise with credible signals across the wider web.

According to Pew, AI summaries sharply reduce clicks to traditional results; according to Google, AI Overviews already reach billions of people worldwide. The way forward is clear: if you want your brand to be visible in the age of AI, you need to show up inside the answer, and the three pillars are how you get there.