Want to Show Up in AI Answers? Start Asking Better Questions.

by Morgan Alverson | Oct 28, 2025

TL;DR: AI doesn’t reward the loudest brands. It rewards the ones that listen. If you want to show up in AI answers, stop writing like a billboard and start writing like a conversation.

When Google first launched, you wrote for algorithms. Today? You’re writing for answer engines. Tools like ChatGPT, Perplexity, and Google’s AI Overviews don’t just rank sites; they reference them. They listen for clear, conversational content that feels human, then synthesize it into one “best” answer.

That means showing up in AI isn’t about stuffing more keywords. It’s about asking better questions.

Search Has Become a Conversation

Your buyers don’t search like this anymore:

“Best digital marketing company Atlanta”

They search like this:

“Who are the best digital marketing agencies in Atlanta, and how do they differ in client approach?”

Then they ask follow-ups. And AI remembers each one.

That’s the shift: discovery has moved from keywords → natural language.

AI builds trust by listening before it answers, so your brand should too. If your site doesn’t reflect how real people ask questions, you won’t get cited when the machines respond.

Why It Matters

AI-driven traffic is exploding. It’s growing 165x faster than traditional search. And AI-sourced visitors convert 40% more often and stay longer on your site. (More stats found in our digital white paper here)

But AI can only cite what it understands.

So, if your website still reads like a brochure with dense, jargon-heavy, and statement-driven content, you’re invisible to the tools your buyers are actually using.

How to Start Asking Better Questions

You don’t need to rebuild your entire site. You just need to make it sound more human, more curious, more conversational, and more you/your brand.

• Here’s where to start:
• Add FAQs to every core service page. And make sure you have a general FAQ page.
• Write explainer sections that clarify what, how, and why, not just what you sell.
• Use headlines in question form (“How Can We Help Companies Scale Smarter?”) so AI can map intent.
• Simplify your content. Short sentences work better than stuffed paragraphs.
• Add FAQ and How-To schema markup so AI can parse and cite you directly.

When your site starts to sound more like your best sales conversation (human, curious, clear), both buyers and AI listen longer.

The Real Opportunity

Most B2B companies are still treating AI visibility like a mystery, but it’s really not that complicated.

You don’t need to overhaul your brand. You just need to start writing for how people (and machines) actually ask questions.

That’s Answer Engine Optimization (AEO) – the layer on top of SEO that ensures your brand is the one chosen by the machines your buyers already trust.

Want to See How AEO Actually Works?

Our team put together a digital white paper, AI and the Search Landscape, that you can view here.

You’ll learn:

• Why AI visibility is already outpacing traditional SEO
• How to make your content citeable by ChatGPT, Perplexity, and Gemini
• The small website changes that create big discovery wins