How Businesses Can Adapt Their SEO Strategy for AI Search

Search is changing in a way that businesses can no longer ignore. A potential customer who once searched Google, opened several websites and compared information manually can now ask an AI-powered platform to do much of that work in a single conversation.

A buyer might ask for three software providers, compare their features, identify suitable vendors for a specific industry or ask which companies offer a particular service. The answer may come from a combination of websites, published content, business information and other digital signals.

For businesses, this creates an important question: Can your brand still be discovered when customers use AI to research and evaluate their options?

This is where the role of SEO is expanding.

Companies such as ThatWare are approaching this shift by combining established SEO practices with AI SEO, Answer Engine Optimization (AEO), Generative Engine Optimization (GEO) and LLM SEO. The objective is not simply to replace traditional search optimization, but to make a business easier to discover, understand and evaluate across a wider range of search experiences.

Search Visibility Is Becoming Buyer Visibility

Traditional SEO remains an important part of digital marketing. Technical performance, crawlability, indexation, content quality, backlinks, internal linking, search intent and user experience all contribute to how effectively a website can be discovered.

However, AI search introduces another layer.

Imagine an enterprise buyer looking for a technology partner. Instead of searching for a short phrase such as “SEO agency India,” they might ask:

“Which SEO companies in India work with international businesses and have experience with AEO, GEO and AI search optimization?”

This type of query requires more than keyword matching.

An AI system needs to understand what different companies do, what industries they serve, what expertise they demonstrate and what evidence supports their claims. It may also need to distinguish between businesses offering similar services.