Does your content even register when someone asks AI, “What’s the best …”?

We asked Mike Walker, CEO of WalkerTek, to walk us through the basics of cracking AI search.

What is an AI query and how are they affecting search engines like Google?

AI queries can differ from a traditional search query, typically when someone uses a natural language prompt to ask a question, something like “What’s the best way to boost employee productivity?” instead of just typing in keywords like “employee productivity.”

You’ll notice when you search for something on Google, you may or may not get an AI overview as an answer. Google is using the collective intelligence of the web (and potentially your website) to formulate answers using AI.

With an AI query, AI tools like ChatGPT, Perplexity and Google’s AI Overviews are designed to interpret and respond to these queries with more context. This shift is changing how search works because users now expect direct answers instead of a list of links. As a result, traditional SEO is evolving to focus more on content that’s helpful, well-structured and easy for AI systems to parse.

What types of content have the most impact on AI recommendations?

AI is typically looking for content that clearly answers questions, is well-organized and demonstrates authority. That includes things like detailed FAQs, how-to guides, in-depth explainers and product comparisons.

Structured data and metadata also help (the behind-the-scenes elements that tell AI what your content is really about). AI systems are looking for content that’s not only informative but also trustworthy and easy to break down into quick, accurate answers. If you have FAQs on your site, you should add structured data to the backend to help Google and the other AI tools index your content properly.

If you look at many news sites, you’ll see articles summarized into Key Points, or something similar. This can be used to help make the content more useful for both humans and AI.

What are the most common technical barriers preventing businesses from appearing in AI recommendations, and how can they be addressed?

Some of the biggest barriers are the same as the traditional SEO world. This includes poorly structured websites, missing metadata, slow site performance and content that’s hard for AI to read.

To fix this, businesses should focus on technical SEO basics: clean site architecture, fast-loading pages, proper use of headings, schema markup and making sure their content is accessible and indexable. A content audit can help identify where your site might be falling short.

How can small businesses with limited resources compete in AI recommendation ecosystems that favor larger brands with more digital content?

The good news is, AI doesn’t always favor size; it favors clarity and relevance. Small businesses can compete by focusing on niche topics, creating content that speaks directly to their audience, and answering specific questions their customers actually ask.

Some key things for small businesses to keep in mind:

Niche expertise beats general authority. AI systems prioritize content that appears to be the best answer for a specific query, not necessarily the biggest site. Small businesses often have deep expertise in a niche, and that’s incredibly valuable. Instead of trying to cover everything, focus on specific problems your ideal customer is trying to solve.

Answer real customer questions. Use tools like Google Search Console, ChatGPT, Answer the Public, or even your own email inbox to identify the actual questions people ask. Then build clear, direct content around those questions. This might include blog posts, short videos or even FAQ pages (with the proper structured markup). These types of content are exactly what AI systems are pulling from to generate responses. If you can become a reliable source of helpful, plain-language answers, AI will be more likely to feature your content.

Create evergreen, authority-building content. Instead of trying to constantly churn out content like the big brands, focus on creating a small library of high-quality, evergreen pages. For example:

• A comprehensive “Ultimate Guide” to a problem your audience faces
• Local resource hubs (e.g., “Best Outdoor Wedding Locations in Bergen County” for a photographer)
• Comparison guides (e.g., “Electric vs. Gas Heating: What’s Right for NJ Homes?” for an HVAC contractor)

Update these regularly and link to them from your other content. These pillar pieces can serve as anchors for AI to recognize your expertise.

Collaborate and build topical authority. You can boost your reach by partnering with local influencers, customers or other businesses to create guest content, testimonials or collaborative guides. This not only helps with backlinks and social sharing; it also tells AI that your business is part of a trusted community of sources. Just like Lisa’s doing with this content!

Be consistent and patient. AI ecosystems reward consistent content and long-term trust. You don’t need to publish every day, but aim to keep showing up in helpful ways, whether that’s blog updates, social media posts, or optimized service pages. Track what’s working, double down on successful formats, and gradually build your digital footprint.

Leveraging tools like Google’s Search Console, schema markup and even AI to help create or structure content can level the playing field. Consistency, quality and strategic use of your expertise go a long way, but don’t expect instant results. It’s playing the long game.

What metrics should businesses track to determine if their efforts to improve visibility in AI recommendations are working?

Some key metrics include organic traffic (especially for long-tail queries), impressions and click-through rates from search results, user engagement (like time on page and bounce rate), and visibility in rich results or featured snippets. We also like to track actual conversions if possible, for e-commerce it’s a sale, for B2B it’s typically how many leads they received.

For AI-specific visibility, tools that track AI are emerging, but for now, keep an eye on branded and question-based keyword rankings. Also, measure lead generation or conversions tied to informational content, since that often reflects success in the AI recommendation space.

Setting up a dashboard in Google Looker Studio is a great way to keep an eye on your site without getting bogged down in Google Analytics. And if you compare information month over month, you’ll see where you’re making progress.

Many thanks to Mike Walker for sharing his wisdom on increasing AI visibility. Have an idea for a future 5 Questions About… feature? Email askusanything@fahouryink.com and we’ll get it in the queue.