The AI Search Playbook Webinar Recap

In the ever-evolving landscape of global Search Engine Optimization (SEO), the integration of Artificial Intelligence (AI) in search is reshaping how we approach content creation and optimization.

In the fourth and final session of our SEO Bytes webinar series, The AI Search Playbook, Lionbridge’s Search Engine Optimization (SEO) Subject Matter Expert, Brendan Walsh, delved into AI’s impact on search and provided insights for 2025 and beyond.

How can you make your content available to AI engines? That was the central question during the webinar. Read on for an overview of the discussion. Or watch the webinar recording to gain a deeper understanding.

To view the recordings of preceding sessions in the series or other Lionbridge webinars, visit the Lionbridge webinars page for a library of offerings. Alternatively, read the webinar recaps in our series: Global SEO Ask Me Anything, Automating SEO with AI, and Global SEO Blueprint.

How Is the Rise of AI Driving Changes in SEO?

AI is becoming integral to search engines like Bing and Google, as well as dedicated AI search engines such as ChatGPT and Perplexity. These advancements require a shift in technical and content strategies.  

So, what exactly is happening? AI-generated answers and AI overviews lead to more zero-click searches, where users get their answers directly from the search engine without visiting a website. This shift makes it essential to redefine your success metrics, as traditional metrics like Click-Through Rates (CTRs) and impressions may become less relevant. Instead, focus on leads, revenue, and brand reputation.

Where should you focus your efforts in 2025? Brendan advises prioritizing technical optimization for AI Search, content optimization for AI Search, and international content and website localization.

How Can You Address Technical Optimization for AI Search?

Addressing technical optimization for AI search requires your attention on the following things:

Robots.txt and AI Accessibility

To control how AI uses your data, you can configure your robots.txt file to allow or disallow AI bots from accessing specific parts of your site. Configuring your robots.txt file helps manage both AI training and search accessibility. 

Structured Data

Structured data is crucial for AI to understand the relationships between entities on your site. Implementing structured data can enhance your content's visibility in AI search results.

Site Speed and Clean Navigation

A fast, clean site with good navigation is essential. Avoid using JavaScript in navigation to ensure AI bots can easily crawl your site.

How Can You Address Content Optimization for AI Search?

To optimize your content for AI search, tend to the following areas:

High-Quality, Comprehensive Content

Both Perplexity and ChatGPT emphasize the importance of high-quality, well-structured content. Focus on creating comprehensive, factual content that answers user questions in detail.

Conversational Tone

AI prefers natural, conversational language. Tailor your content to be more engaging and easier for AI to parse.

Metadata and Open Graph Markup

Good metadata and Open Graph (OG) markup are still important. Ensure your titles, descriptions, and OG tags are optimized to enhance how AI shares your content.

How Can You Optimize International Content and Website Localization?

Optimizing international content and website localization involves the following crucial strategies:

Localized Content

For multilingual websites, create strong, useful local content that adds value to each specific market. Go beyond translation to address local needs and preferences.

Local Research

Conduct local research to understand the users’ specific questions and concerns in different regions. Tailor your content to provide relevant answers.

What’s the Main Takeaway?

AI search is transforming the SEO landscape, but the fundamentals of good SEO still apply. By focusing on high-quality content, structured data, and local optimization, you can ensure your site remains competitive in the age of AI.

Get in touch

Ready to implement AI-driven SEO strategies? Reach out to learn more about our global SEO services to enhance your global SEO efforts and stay ahead of your competition in the evolving search landscape.

Note: The Lionbridge Content Remix App initially created the recap blog, which was then post-edited by a human.