Search is changing.
Your visibility strategy needs to change with it.

AI and LLM SEO is the practice of optimising your brand, content, and digital presence to be accurately represented, cited, and recommended by AI-powered search systems such as Google AI Overviews, ChatGPT, Perplexity, and Bing Copilot. These systems retrieve information differently from traditional search engines — they synthesise answers from trusted sources rather than simply ranking pages. Growpha builds the content architecture, entity signals, and authority foundations that make your brand a reliable source for AI systems to reference.

AI language models and retrieval-augmented generation systems draw from a combination of training data, indexed web content, and trusted reference sources. To increase the likelihood of being cited, your brand needs strong entity presence across authoritative sources — including Wikipedia, industry publications, structured data markup, and high-quality content that directly answers the questions your audience asks. Growpha maps the specific sources and signals that influence AI retrieval in your category and builds a strategy to establish your brand as a credible reference.

AI SEO shares many foundations with traditional SEO — content quality, authority, and technical accessibility all matter — but the optimisation targets differ. Traditional SEO focuses on ranking web pages for specific keyword queries. AI SEO focuses on ensuring your brand and expertise are accurately represented in AI-generated answers, which may not link to your site at all. This requires a different content strategy, entity optimisation approach, and authority-building framework. Growpha integrates both disciplines so your visibility is protected across both traditional and AI-powered search.

Google AI Overviews (formerly Search Generative Experience) draws from pages that already rank well organically, prioritising content that is authoritative, well-structured, and directly answers the query. Optimising for AI Overviews involves strong on-page structure with clear headings and concise answers, schema markup, E-E-A-T signals (experience, expertise, authoritativeness, trustworthiness), and a track record of ranking in the top positions for relevant queries. Growpha treats AI Overview visibility as an extension of its core SEO strategy, not a separate discipline.

AI search visibility is harder to measure than traditional organic rankings because AI systems do not always link to sources and there is no equivalent of Google Search Console for AI retrieval. However, proxy metrics include brand mention tracking across AI platforms, share of voice in AI-generated answers for target queries, referral traffic from AI search tools, and entity presence across authoritative reference sources. Growpha builds a measurement framework for each client that tracks the signals most likely to correlate with AI visibility in their specific market.