If you have been paying attention to search over the last year or two, you have probably noticed something important. It is no longer just about ranking in the traditional list of blue links.
People are now asking questions directly in AI tools, getting summarised answers, and often discovering businesses, services and websites without following the same search journey they used to. That shift has created a lot of confusion for business owners. One of the most common questions I am hearing now is this:
How do AI search engines like ChatGPT and Gemini actually index your website?
It is a fair question. The short answer is that AI search does not replace traditional indexing altogether. In most cases, it builds on top of it.
Google’s AI search features still rely on Google Search’s existing systems and documentation says standard SEO best practices remain relevant for AI features such as AI Overviews and AI Mode. Google also notes that these AI experiences can use a “query fan-out” approach, which means they may run multiple related searches and identify supporting pages across a wider pool of content.
Good websites have always needed clear structure, strong content, credibility and technical health. AI search has not changed that foundation; it has simply raised the standard.
Traditional search engines still matter enormously because they remain the infrastructure layer for discovery. Google explains that Search works in three stages: crawling, indexing and then serving results. Googlebot discovers pages through links, sitemaps and previously known URLs, crawls them, renders the page including JavaScript where needed, and then analyses the content for possible inclusion in its index. Google also makes it clear that even if a page follows best practice, there is still no guarantee it will be crawled, indexed or served.
That matters because many AI-driven experiences still depend on that same foundation. Bing now explicitly says that Bing and Copilot search experiences rely on the same core crawling, indexing and ranking foundation as traditional search. Microsoft has also introduced AI Performance reporting in Bing Webmaster Tools, showing when a site is cited in AI-generated answers across Copilot, Bing AI summaries and partner integrations.
How does AI search actually use your website?
In practical terms, there are a few layers involved.
Layer 1: Discovery
Your website still needs to be found by crawlers. That means internal linking, clean architecture, indexable content, an XML sitemap, sensible canonicals and no accidental technical blockers.
Layer 2: Understanding
Once your content is found, it needs to be interpreted properly. That is where semantic structure becomes far more important than simply jamming keywords into a page. AI systems are much better at understanding topic relationships, intent, entities and context. A page that is well organised, clearly written and focused on helping a real user is much easier for both search engines and AI systems to interpret accurately.
Layer 3: Selection
This is where AI search differs from traditional rankings. Instead of simply showing a page as one of ten links, AI systems may pull from multiple sources to form an answer. Google says its AI features may issue multiple related searches and identify more supporting pages while generating a response. Microsoft’s new reporting for AI answers also focuses on whether your site is being cited and referenced, not just whether it “ranked” in a classic sense.
That means your page is now competing on more than position alone. It is competing on clarity, usefulness, trust and how easily key information can be extracted.
OpenAI, ChatGPT and AI crawlers
OpenAI’s official documentation explains that it uses different crawlers and user agents for different purposes. In particular, it says website owners can manage access for OAI-SearchBot and GPTBot separately in robots.txt. OpenAI states that a webmaster may allow OAI-SearchBot to appear in search results while disallowing GPTBot for foundation model training, and that these controls are independent.
That is important because it shows that AI visibility is not just one single switch. Different AI products may interact with websites in different ways, for different functions. For site owners, that means your technical controls still matter. Your robots rules, crawl permissions and indexability settings are part of the conversation.
It also reinforces a broader point: if you want your website to be discoverable in AI-driven environments, you need to think beyond old-school SEO shortcuts. You need a site that machines can access, interpret and trust.
Tips to get your website get picked up by AI search
Strong technical foundations
If a page cannot be crawled properly, it is already in trouble. Google recommends using Search Console to submit sitemaps, inspect URLs and review index coverage so you can understand how Google sees your site.
This is still the first checkpoint. Before worrying about AI search, make sure your site is technically sound.
Clear page structure
Pages with strong heading hierarchy, logical sections, helpful subheadings and well-organised content are easier to interpret. Microsoft specifically notes that clear headings, tables and FAQ sections can make content easier for AI systems to reference accurately in AI-generated answers.
That is one reason I have been recommending structured service pages, FAQs and tightly themed content clusters for years. It is not just good for users. It is easier for search systems to understand.
Topical depth, not shallow pages
Thin pages are a problem. AI systems are looking for pages that actually answer questions properly. Microsoft says pages cited for specific grounding query phrases often reflect clear subject focus and domain expertise, and that deepening related coverage can reinforce authority.
One short blog post on a topic is rarely enough anymore. A more effective approach is building out a relevant content ecosystem around your service, industry or expertise.
Trust signals and real expertise
Clear authorship, genuine expertise, transparent business information, useful first-hand insight, accurate claims and a trustworthy website experience all help support credibility.
Freshness and maintenance
Outdated content becomes a bigger issue in AI environments because systems do not just need content to exist. They need it to be current enough to cite with confidence.
Google Search Console encourages site owners to submit updated URLs and monitor index freshness. Microsoft also highlights keeping content fresh and accurate, and points to IndexNow as a way of helping participating search engines discover added, updated or removed content faster.
Consistency across your brand and website
AI systems do not only read isolated pages. They interpret patterns. If your homepage says one thing, your service pages say another, and your business details differ across platforms, that inconsistency weakens trust.
Strong businesses tend to be clear, consistent and well-signposted. The same applies online.
Why some websites still struggle?
In most cases, it comes down to one or more of the following:
- The website is technically weak.
- The content is too thin or generic.
- The page structure is messy.
- The site does not demonstrate clear expertise.
- There is little authority around the topic.
- The content has not been updated in too long.
To be honest, this is why many websites that “look nice” still underperform. A pretty design on its own is not enough. If the structure, messaging and SEO foundations are weak, neither Google nor AI search has much to work with.
Looking to Optimise Your Website for AI Search?
If your website is not showing up in AI-driven search results, there is usually a clear reason behind it.
In most cases, it comes down to a mix of technical structure, content quality, and how well your website communicates trust and expertise.
That is exactly where I can help. I work with Australian businesses to ensure their websites are not just visually polished, but properly structured, optimised and built to perform in modern search environments, including AI search.
If you would like a fresh set of expert eyes on your website, feel free to reach out and request a free quote today.
