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INSIGHTS

AI: Search as a Summary

AI search summaries aren’t just transforming how we navigate the web - they’re redefining the very structure of the internet. Rather than visiting websites directly, the increasing norm is to skim read algorithmically filtered TLDR summaries of them. With modern life being so busy, this is a good thing right? That depends…

Traditional search

Search engines were once simple tools - type a query, get a page, read it. They acted as neutral pathways through the internet. Results are displayed mostly by relevance, popularity, and prioritised by how well content was written, linked, and structured - you know, that hard work and expertise that was invested. You’d then decide which sites to visit, compare information, and form your own conclusions. Let’s face it, we’ve all trawled through numerous webpages to find a good holiday at some point.

What is different now?

So what if that same search provided you a quick summary with hotel, flights, transfers and an itinerary? Would it be convenient? Would you trust it? AI search uses Large Language Models to understand queries and generate direct, conversational answers instead of showing a list of links. Rather than relying on keyword matching and website rankings, it pulls information from many sources, summarises it, and presents a synthesised response to a query. What this means is LLM’s are becoming curators and interpreters, distilling vast amounts of information into abbreviated answers. It’s faster and more convenient - but it also means surrendering control over what we see and who decides it.

If users get their answers directly from LLM search instead of visiting individual sites, many websites will see a drop in traffic. Fewer clicks mean fewer ad impressions, less data collection, and lower visibility for smaller businesses. This shift undermines the traditional web economy, which depends on users visiting pages and engaging with carefully curated content. High-quality information might still feed into AI-generated summaries, but the original creators may not receive credit, traffic, or revenue.

Manipulation or personalisation?

AI search offers a kind of digital intimacy - “We understand you. We’ll tailor the web to your needs” but personalisation is often just curation in disguise. Your routines, history, actions, opinions, even your mood - are all data fuel that feed the algorithms that pilot the summaries of simplicity. The grey area is - each LLM has their own methods, their own data pool, their own version of truth. How do we know what we read is ‘correct’? How do creatives and businesses become a lighthouse in the mist of AI algorithms?

Prepare for the future

AI is in rapid growth - whether this is medical research, AI agents, or just your average search, we are in a climate shift. But there are actions that can be taken to help you and your business get noticed in the realm of LLM. When it comes to being noticed by an LLM, they review these three signals; semantic, factual, and reputational.

With this in mind, here are some tips to help you get off to a good start…

 

Cater for both humans and AI agents

Think of AI agents as a different user type that navigate websites differently to humans. Since AI agents and accessibility tools depend on structure, clarity, and metadata rather than visuals, it's important to use semantic HTML, clear hierarchies, alt text, and ARIA (Accessible Rich Internet Applications) attributes to cater to both groups.

 

Use LLMS (or equivalent) on your website

Similar to how a robots file informs crawlers about accessible pages, LLMS files assist LLM’s in comprehending which content to process, exclude or handle in a specific manner.

 

Properly label and structure content

Use meta descriptions, LLM targeted page summaries and alt text that clearly explain context. ARIA attributes will also add semantic information. Clear, factual, structured hierarchical writing with appropriate <H> Heading tags will help LLM’s and Retrieval-Augmented Generation (RAG) systems read and interpret text.  

 

Add trusted reviews

LLMs often summarise what people think about a brand or product. Consistent, authentic positive reviews across Google, Yelp, Trustpilot, or social media help associate your entity with trust and satisfaction.

 

Write useful, insightful material

Produce credible, original content that showcases clear expertise. Include authorship details, references, and timestamps - AI search tools prioritise expertise, experience, authority, and trust (E-E-A-T) over keyword density. Thoroughly explore your subject matter (breadth + depth = authority), incorporate articles, FAQ’s etc to add worth. This practice not only enhances SEO but also assists LLMs, RAG’s and bots in providing more precise answers.

 

Think outside the box

LLM search draws from multiple ecosystems, not just Google. Visibility across more platforms increases inclusion in summaries. Submit your sitemap to Perplexity, Brave, Bing, and Arc Search crawlers. Business listings should also be submitted to Google Businesses Pages and Bing Places. Backlinks will also be your friend, so press releases, guest contributions and getting cited in credible knowledge bases or research will all help.

Don’t know where to start?

We can help with your website, marketing or create a strategy that works for you. Contact us today.

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[email protected]
01460 281 865
Bowdens Farm, Hambridge,
Somerset, TA10 0BP

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