Three SEO strategies driving visibility in the age of AI discovery

Search behaviour is changing fast, and so are the opportunities to get your brand seen. As AI systems like ChatGPT, Gemini and Perplexity increasingly influence how people find information, the way we optimise for visibility needs to evolve too.

In a recent video, Varn CEO Tom Vaughton shared three proven strategies our teams are using right now to help clients win visibility and drive high-value traffic. Here’s a quick summary of what’s working, and how you can take action.

Large Language Models (LLMs) love concise, trustworthy data.

One client saw rapid growth in backlinks and AI citations after we helped them publish a single-page benchmark study with a downloadable spreadsheet. The page began being quoted as a data source in AI-generated answers — fast.

✅ Your action: Research and publish one focused micro-study with a clear chart or spreadsheet, then pitch it to 5–10 relevant digital media outlets.

Short, well-structured answers are being picked up more frequently in both search results and AI outputs.

For another client, we created 100-word summaries with 3–5 bullet points of supporting evidence, reputable sources and visible author credentials. These concise, credible pages were far more likely to be quoted and ranked.

✅ Your action: Add an executive summary, clear sources, FAQ section and proper schema markup to your top-performing pages.

AI-driven visitors often land mid-funnel — they already know what they need and want to act.

We tested adding interactive tools like checklists, calculators and copy-to-clipboard summaries to key pages. The result? More leads, without any increase in traffic.

✅ Your action: Add one assistive tool or downloadable resource to your top information pages and track engagement.

1. Make your pages answer-ready.
2. Publish one clear data asset.
3. Add one useful micro-tool.

You’ll earn citations, increase your visibility in both AI and traditional search, and turn today’s ‘answer-seekers’ into tomorrow’s customers.

📘 Download our free 7-day checklist to get visible online using the latest expert strategies from Varn’s Innovation, Off Page and Technical SEO teams.