The way people search online is changing.
For years, Search Engine Optimisation (SEO) has largely focused on helping websites become more visible in traditional search engines such as Google and Bing.
That remains important, but search behaviour is expanding.
People can now use ChatGPT, Google AI Mode, Gemini, Microsoft Copilot and other AI-powered tools to research products, compare services and find answers to detailed questions.
Instead of searching Google for:
“web developer Auckland”
someone might ask an AI assistant:
“What should I look for when choosing a WordPress developer for a small business in Auckland?”
Similarly, instead of searching:
“SEO company NZ”
they might ask:
“How can a small New Zealand business improve its Google visibility without spending heavily on advertising?”
This shift is important for New Zealand businesses and digital professionals.
It does not mean traditional SEO is disappearing.
Instead, I see AI-powered discovery as another layer being added to the search journey.
The challenge is therefore becoming broader:
How can we create websites and content that are useful to people, discoverable through traditional search, and understandable by AI-powered search systems?
That is where concepts such as AI Search Optimisation, Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO) are becoming increasingly relevant.
What Is AI Search Optimisation?
AI search optimization is a broad term for improving the discoverability and usefulness of website information across AI-powered search and answer experiences.
Traditional SEO generally focuses on helping search engines discover, understand, and rank webpages for relevant searches.
AI-powered search introduces another type of experience.
Instead of only presenting a list of webpages, an AI system may generate an answer using information retrieved from several sources and provide links or citations that allow users to explore those sources.
This has led to several terms appearing within the digital marketing industry:
- SEO—Search Engine Optimization
- AEO—Answer Engine Optimization
- GEO—Generative Engine Optimization
I don't believe businesses should treat these as reasons to abandon SEO.
Google's guidance around its AI search experiences continues to emphasize established SEO practices.
A more practical way to think about the change is:
Strong SEO + useful content + clear expertise + genuine authority + AI discoverability
AI search is therefore better viewed as an evolution of digital discovery rather than a replacement for SEO.
AI Search Is Becoming Relevant to New Zealand
AI-assisted research is already becoming part of the online customer journey in New Zealand.
IAB New Zealand research published in 2026 found that 55% of NZ online shoppers use AI-powered tools at least sometimes during shopping, while traditional search engines and online stores remain heavily used for product discovery and research.
This is an important distinction.
Consumers are not necessarily replacing Google with ChatGPT.
Instead, they may use several platforms during the same journey.
For example:
ChatGPT → Google → Reviews → Business Website → Enquiry
or:
Google AI → Website → Comparison → Purchase
For New Zealand businesses, this means the goal should not be:
SEO vs AI Search
A better approach is:
SEO + AI Search + Brand Authority + Useful Content
1. Start With Strong Technical SEO
Before thinking about GEO or AI visibility, I would start with technical SEO.
A website still needs to be accessible and understandable.
Important technical foundations include:
- crawlability
- indexability
- HTTPS
- XML sitemaps
- sensible robots.txt configuration
- mobile-friendly design
- good website performance
- clear URL structure
- canonical URLs where appropriate
- useful internal linking
- accurate structured data
- accessible website content
If important pages cannot be crawled or indexed correctly, rewriting the content to make it supposedly “AI-friendly” is unlikely to solve the underlying problem.
What About ChatGPT?
Website owners should also understand that OpenAI operates different crawlers for different purposes.
For ChatGPT Search discovery, OAI-SearchBot is particularly relevant.
A website that wants its public content to be discoverable through ChatGPT Search should make sure it is not unintentionally blocking OAI-SearchBot.
For example:
User-agent: OAI-SearchBot
Allow: /This should not be confused with trying to manipulate ChatGPT into recommending a business.
Allowing crawling simply makes the content technically accessible. It does not guarantee inclusion, citations or recommendations.
That distinction is important.
2. Understand New Zealand Search Intent
For NZ businesses, local relevance can be a genuine competitive advantage.
Consider this topic:
How much does a website cost?
Thousands of international websites can answer that question.
But a New Zealand business owner may actually want to know:
How much does a small business website cost in New Zealand?
That article could discuss genuinely relevant factors such as:
- pricing in NZD
- GST considerations
.co.nzdomains- local hosting options
- typical NZ SME requirements
- WordPress vs Shopify
- ecommerce requirements
- maintenance costs
- working with local developers
This is much more useful than simply taking an international article and inserting “New Zealand” into the title.
The same principle applies across industries.
A business should ask:
What does my New Zealand audience specifically need to know?
That is a much stronger starting point for content strategy than simply looking for high-volume keywords.
3. Publish Original, Experience-Based Content
The growth of generative AI has made generic content incredibly easy to produce.
Anyone can generate an article titled:
“10 SEO Tips for Small Businesses”
within seconds.
That makes first-hand experience increasingly valuable.
Useful original content might include:
- real projects
- case studies
- experiments
- original research
- screenshots
- Search Console data
- analytics
- PageSpeed results
- technical audits
- before-and-after comparisons
- implementation processes
- mistakes and lessons learned
For a web developer, instead of simply writing:
“Website speed is important for SEO.”
a stronger article could demonstrate:
“Here is a WordPress website I optimised, the performance problems I identified, what I changed and how the PageSpeed results changed afterwards.”
That demonstrates actual knowledge.
The same principle applies to SEO.
Instead of saying:
“Internal linking can help SEO.”
a case study can show the landing page, supporting content, internal-link strategy and resulting search performance.
For a professional portfolio, I think this type of content is particularly valuable because it demonstrates what you can actually do, rather than simply listing skills on a CV.
4. Build Topical Authority
Another common SEO mistake is publishing unrelated articles simply because particular keywords have search volume.
I prefer building content around clear areas of expertise.
For example, my own portfolio focuses on areas such as web development, WordPress, technical SEO, website performance, and digital analytics.
A content structure could look like this:
Web Development
- WordPress Development
- Website Redesign
- Divi Development
- Website Maintenance
- Website Performance
- Web Development Case Studies
SEO
- Technical SEO
- Local SEO
- Content Strategy
- Internal Linking
- Google Search Console
- AI Search Optimisation
- SEO Case Studies
These articles can then support one another through relevant internal links.
Instead of having 100 unrelated blog posts, the website develops several strong topic areas.
For users, this makes it easier to explore related information.
For search systems, it creates clearer relationships between pages and topics.
5. Optimize for Questions and Problems, Not Just Keywords
Keyword research remains important.
But conversational search encourages us to think beyond short keyword phrases.
Consider:
Keyword: WordPress speed optimisation
A real user problem might be:
“Why is my WordPress website still slow after installing a caching plugin?”
Or:
Keyword: web developer Auckland
A potential customer might actually want to know:
“What should I check before hiring a web developer in Auckland?”
These questions reveal much more about search intent.
Good content should therefore answer the underlying problem rather than simply repeat the target keyword.
I would still use keyword research to understand demand.
But I would combine it with:
keyword research + search intent + customer questions + first-hand expertise
This produces more useful content for both traditional and conversational search.
6. Make Important Answers Easy to Understand
Good SEO content should not make readers search through hundreds of words to find a simple answer.
If the heading asks:
How Long Does SEO Take in New Zealand?
the next paragraph should address that question.
Then the article can explain the variables, evidence and limitations.
A useful structure is:
Question → Direct answer → Explanation → Evidence → Example
Clear formatting can also help.
Use:
- descriptive headings
- short paragraphs
- meaningful lists
- comparison tables where useful
- screenshots
- diagrams
- examples
- FAQs where they genuinely help
This isn't about formatting an article specifically for ChatGPT.
It is about creating well-organised information that is easier for people and machines to understand.
7. Make Your Expertise Clear and Consistent
Websites should make it reasonably easy to understand who or what they represent.
For a personal professional portfolio, the relationship might look something like:
Person → Web Development → WordPress → Technical SEO → New Zealand
For an Auckland business:
Business → Service → Auckland → New Zealand → Industry
This information can be reinforced naturally across:
- homepage
- About page
- portfolio
- project pages
- case studies
- author information
- professional profiles
- structured data where appropriate
The goal is not to repeat keywords everywhere.
It is to maintain clear and consistent information about who you are, what you do and where your expertise lies.
8. Build Authority Beyond Your Own Website
A website is only one part of a digital presence.
Other relevant sources can include:
- professional profiles
- industry websites
- reputable NZ directories
- professional associations
- customer reviews
- business partners
- interviews
- podcasts
- publications
- events
- genuine community participation
Backlinks also remain relevant.
However, I would focus on earning links and mentions that make sense for the business rather than trying to manufacture hundreds of artificial citations.
A relevant industry website referencing your research or case study is much more meaningful than dozens of unrelated directory links.
The goal should be to build a genuine professional reputation across the web.
9. Use Structured Data Correctly
Structured data can help search engines understand specific information about a webpage.
For a professional portfolio, useful Schema.org types might include:
PersonArticleBreadcrumbListOrganizationwhere appropriate
A local business may also have opportunities to use appropriate local business structured data.
But schema should not be treated as an AI search shortcut.
Adding structured data does not guarantee that ChatGPT, Google AI or another platform will mention your website.
It should accurately represent information already available to users on the page.
Think of schema as clarification, not manipulation.
10. Strengthen Internal Linking
Internal linking remains one of the most practical SEO techniques website owners can control.
For example, imagine a website has a main page targeting:
Web Developer Auckland
Supporting content might include:
- How Much Does a Website Cost in New Zealand?
- WordPress vs Shopify for NZ Small Businesses
- How to Improve WordPress Website Speed
- Website Redesign Checklist
- Technical SEO Guide
- Web Development Case Studies
Where relevant, those articles can link to the main page.
The main page can also link to supporting guides and case studies.
This creates a structure such as:
Core expertise → Supporting content → Case studies → Related expertise
Internal linking should primarily help users navigate related information.
The SEO value follows from creating a clear and crawlable website structure.
11. Demonstrate Expertise Through Case Studies
For my own portfolio, this is one of the areas I consider particularly important.
Saying:
“I have SEO experience.”
doesn't demonstrate very much.
A case study can.
A useful SEO case study might include:
Challenge
What was the objective?
Starting Point
What was happening before optimisation?
Research
What did keyword, competitor or technical research reveal?
Strategy
Why was a particular approach selected?
Implementation
What was actually changed?
Evidence
What do Search Console, analytics or other measurements show?
Results
What changed after implementation?
Limitations
What other factors could have contributed?
Including limitations is important.
SEO rarely happens in a controlled laboratory environment. A ranking improvement after a change does not automatically prove that a single change caused the entire improvement.
Being transparent about this makes a case study more credible.
12. Measure AI Search Visibility Carefully
Traditional SEO gives us familiar metrics such as:
- impressions
- clicks
- click-through rate
- organic sessions
- rankings
- conversions
AI search introduces additional measurement challenges.
There isn't necessarily a permanent “#1 position in ChatGPT.”
Generated responses can vary depending on the question, context, available sources and platform.
Instead, I would look at a combination of signals.
Google Search Console
Continue monitoring organic visibility and the newer reporting available around Google's AI search experiences.
GA4
Look at referral traffic and whether AI-generated visits lead to meaningful engagement or conversions.
ChatGPT referrals
OpenAI provides identifiable referral information for traffic originating from ChatGPT Search, making it possible to investigate this traffic in analytics.
Bing Webmaster Tools
Microsoft's webmaster tools are also becoming increasingly useful for understanding visibility within AI-powered Microsoft experiences.
AI citations and mentions
Where measurable, monitor whether your brand or content appears for commercially relevant questions.
But avoid treating a handful of manually tested prompts as a reliable ranking system.
The important question remains:
Is this visibility generating useful website visits, enquiries, leads or other meaningful outcomes?
What About GEO and AEO?
GEO and AEO are useful terms for discussing how search is changing.
But I would be cautious about statements such as:
“SEO is dead.”
or:
“You need GEO instead of SEO.”
or:
“Follow these five steps to rank #1 in ChatGPT.”
There is no stable number-one ChatGPT ranking equivalent to a traditional Google search position.
And there is no guaranteed formula that forces AI systems to recommend a particular website.
For me, the better approach is:
SEO remains the foundation.
Then build on it with:
clear content + original expertise + structured information + external authority + AI-search measurement.
What NZ Businesses Should Avoid
The rapid growth of AI search has also created plenty of questionable optimisation advice.
I would be cautious about:
- guaranteed ChatGPT rankings
- publishing hundreds of generic AI articles
- near-duplicate pages targeting individual prompts
- keyword stuffing
- fake reviews
- manufactured brand mentions
- buying low-quality backlinks
- adding irrelevant schema
- creating content purely for AI systems
- treating
llms.txtas a guaranteed AI ranking technique
The same principle that has guided good SEO for years remains useful:
Don't optimise so aggressively for an algorithm that you make the website worse for the person using it.
A Practical AI Search Framework for New Zealand Businesses
If I were approaching AI search visibility for an NZ website today, I would use this framework:
1. Technical Foundation
Build a fast, crawlable, indexable, and mobile-friendly website.
↓
2. New Zealand Search Intent
Understand what NZ customers actually search for and need.
↓
3. Original Expertise
Publish real projects, research, case studies, and firsthand experience.
↓
4. Topic Authority
Develop useful clusters around genuine areas of expertise.
↓
5. Clear Information
Use logical headings, direct answers, and understandable page structures.
↓
6. Internal Linking
Connect related content and important commercial pages.
↓
7. External Authority
Earn legitimate links, mentions, reviews, and industry recognition.
↓
8. Structured Information
Use appropriate structured data and maintain accurate information.
↓
9. AI Accessibility
Make sure relevant search and AI crawlers are not unintentionally blocked.
↓
10. Measurement
Measure organic search and emerging AI discovery together.
The objective is not to optimize for one particular AI platform.
It is to build a stronger web presence that can remain useful as search technology continues to evolve.
What I’m Testing on My Own Portfolio
I am applying many of these principles to my own portfolio, ssejayantha.com, while continuing to develop my experience across web development, WordPress, technical SEO and digital analytics in New Zealand.
Rather than publishing unrelated articles purely to target keywords, my goal is to build content around areas where I have practical experience.
That includes:
- technical SEO
- WordPress development
- website performance
- internal linking
- content strategy
- search analytics
- SEO case studies
- AI search optimisation
I am particularly interested in documenting real projects and experiments.
For example, instead of simply writing about local SEO concepts, I can demonstrate the landing pages, internal linking strategies, Search Console data and results from projects I have worked on.
This makes the portfolio useful for more than attracting organic traffic.
It also provides evidence of how I approach web development and SEO problems.
As AI search develops, I plan to continue testing how traditional SEO fundamentals, original content, technical accessibility and clearly structured information influence visibility across different search experiences.
Final Thoughts: SEO Is Evolving, Not Disappearing
AI-powered search is changing how people discover businesses and information online, including here in New Zealand.
But I don't see this as the end of SEO.
Instead, search is becoming broader.
People may discover information through traditional Google results, AI Mode, ChatGPT, social platforms, review websites and other digital channels before eventually visiting a business website.
For New Zealand businesses, the practical response is therefore not to abandon SEO and chase the latest GEO technique.
A stronger approach is:
Technical SEO + NZ search intent + original expertise + useful content + topical authority + clear information + genuine external authority + measurement.
AI search adds another layer to digital discovery.
The goal should not simply be to find a trick that makes a website “rank in ChatGPT”.
The goal should be to build a website that is technically accessible, genuinely useful and supported by enough real expertise and authority to deserve visibility wherever people search.
For me, that is the most practical way to approach SEO in the age of AI.