While it is common to assume that AI SEO is exclusively the job of SEO agencies or programmers, the role of communication and marketing experts in building AI SEO is becoming foundational. Why? Because AI has pushed the market significantly forward, and now every communicator can and should take care of their company’s AI SEO hygiene. Even without programming knowledge or years of experience in the SEO sector.
Why do I say that AI SEO can be handled by any communicator, rather than just any employee? Because 70% of AI SEO work is content, knowing how to prepare it so that AI models understand it as clearly as possible. The rest comes down to leveraging specialized AI SEO tools. Fortunately, there are plenty of those available now.
Step 1: The AI SEO Audit
First, check whether AI search engines actually know your brand. While you can certainly do this manually using Perplexity, there are smarter tools available, such as GeoGen.io. This platform not only audits your brand mentions across all major AI search engines but also lets you analyze your competitors’ results and gives you specific optimization recommendations to boost your visibility. The tool is programmed to automatically provide key AI SEO KPIs for both your brand and your competitors based on your specific prompts: reach, share of voice, and citation rate. Furthermore, by analyzing market leaders, you will discover which specific channels will gain the most attention from AI searches. You may also try Peec AI tool, which recently introduced your AI SEO gaps filling function with AI help.
Step 2: The Technical Part
AI models won’t read your brand’s page if your website’s code blocks them or if they can’t understand your site structure. It might seem like you can’t get around this step without developers, but you absolutely can. The same platform, GeoGen.io, offers an LLMs.txt generator. It takes just a few minutes to upload it to WordPress, and only slightly longer if your site is built on Wix or Shopify. The only time programmers will truly be necessary is if your website is entirely custom-built with completely unique code. But who spends that kind of money these days anyway?
GeoGen.io isn’t the only tool you can use for the technical side of AI SEO. Schema.org is excellent for generating structured data (JSON-LD), which AI engines absolutely love because it makes it incredibly easy for them to parse prices, FAQs, and contact details.
Step 3: Finding AI Prompts
When building your AI SEO strategy, you cannot succeed without knowing the exact prompts your target audience is using. It is vital to track these prompts not just to create content that directly answers them, but also to organize your overall brand communication so that it is easily „digestible” for AI search engines. And most of it all precise prompts polish your AI SEO audit to the max.
The Semrush AI Visibility Toolkit has a large database of local keywords and shows exactly which queries trigger AI answers, providing you with prompts, keywords, and content ideas. If you are operating outside the local market, Otterly.ai is a highly powerful AI SEO tool. It helps you track your brand’s share of voice and generates clear tasks that allow you to cover your AI SEO hygiene within days, yielding measurable results in just a few months. Peec AI also focuses on different prompts so you could track not only most recommended brands, but also unrecommended ones and seek not to be mentioned among those.
If you are wondering why you’d look at other tools when you inevitably run into a giant like Semrush, the answer is simple: Semrush is a traditional giant trying to „tack on” AI features to an old system, whereas platforms like GeoGen are built from the ground up specifically and exclusively for GEO (Generative Engine Optimization) purposes.
Step 4: Content Writing and Adaptation for AI Search
A communicator must know that AI „reads” only content written using a specific method. Usually, this is called the „inverted pyramid” principle, using the authentic language of the audience, subheadings, content structuring, reviews sources and statistical information. A communicator who knows what this means will easily prepare the text according to the requirements; however, if difficulties arise here, tools come to the rescue, like Writesonic or Copy.ai.
Step 5: Authority
AI models build trust in your website based on citations in authoritative sources. People frequently talk about Reddit, Quora, and Wikipedia, but these are just basic examples. Every brand needs an audit to clarify which sources in that specific field and market are treated by AI as the most authoritative (as I mentioned in the first step).
For a young business building its AI SEO, certain free directories, niche catalogs, and profiles in service provider directories work perfectly. Of course, AI models also use discussions on topics relevant to the brand in chat and community channels as primary sources of real people’s opinions.
I hope you have already added taking care of your brand’s AI SEO to your to-do list!