Getting Ready for LEO: The Future of AI-Optimised Search

This article expands on our last short piece about how Google has announced their new “AI Mode”, and that just like Perplexity, and ChatGPT Search before it this will change how we write websites for the future.

Search Engine Optimisation (SEO) has ruled the digital world for decades, dictating how businesses structure their content to rank higher in search results. But with the rise of AI-driven search engines like Google’s AI Overview, ChatGPT, and Perplexity AI, the game is changing. Language Engine Optimisation (LEO) is the next evolution, shifting focus from keyword-stuffing and backlinks of years gone by to finely tuned  structured, AI-friendly content that’s easily understood and extracted by AI models.

This guide will walk you through what LEO is, how it differs from SEO, and how you can prepare your website today to stay ahead in the AI-powered search landscape. - don’t panic though, if you’re already really good at modern SEO you’re already part way there, these trends are not new but an evolution of modern SEO tactics, reaffirming the need to optimise for AI readers rather than human users.

What Is LEO (Language Engine Optimisation)?

LEO is the process of optimising web content not for traditional search engine rankings, but for AI-driven search models that extract and present information directly to users. Unlike SEO, which optimises content for users to click links, LEO focuses on making content AI-readable, structured, and contextually rich so that AI can accurately retrieve and summarise it.

With AI models increasingly serving as the first point of contact between users and the web, businesses must adapt by ensuring their content is structured, machine-readable, and authoritative.

Key Differences Between SEO and LEO

Why LEO Is Becoming Critical

AI-powered search is changing how people interact with the internet. Instead of clicking multiple links to find information, users ask AI assistants direct questions and receive synthesised responses from multiple sources. This shift makes traditional SEO tactics far less effective, as fewer users will visit websites directly.

• AI models don’t rank pages - they extract answers from across the web.
• AI-driven search engines favour structured, well-contextualised content over keyword-heavy, clickbait content.
• Companies must ensure AI reads and presents their content accurately, or risk being ignored in AI-generated search results.

In the next two years, we predict that AI-driven search will dominate, making LEO essential for online visibility. We have been saying for at least 6 months now that the way people interact with the internet was about to change, with Perplexity and ChatGPT initially leading the charge. Now that we have AI Mode announced from Google, who are the biggest players when it comes to the web, it is only a matter of time before everyone follows suit. Along with that, we now have an influx of AI Agents like OpenAI’s Operator, Perplexity’s Comet, and Manus which can all do your web browsing for you, so now is the time to make sure our websites are ready.

So Should I Add a Chatbot to My Website?

If your goal is to assist human visitors already on your site, then yes - a chatbot can improve engagement.

If your goal is to reach AI-driven search users, your priority should be making sure AI models can extract and use your content effectively.

In short, don’t just build a chatbot - build for AI comprehension. If people are getting answers from AI search engines, you want to be the source that AI trusts and references.

If AI-driven search means fewer people will visit traditional websites, then simply embedding a chatbot on your own site may not be the best strategy on its own. Instead, the priority should be making sure that external AI models can accurately retrieve and present your content.

How AI Sees Your Website

Without stating the obvious, the first thing to do is to fire up web search mode in ChatGPT, or head on over to Perplexity and start asking it things about your website. What sort of results do you get, what is missing, and what could you add more of?

Another great way to test how AI interprets your content is by using tools like Gobble Bot. Check out Gobble Bot here. This tool scrapes a webpage exactly like an AI model would, extracting only the raw text, stripping away design and UX elements.

Key Takeaways From Using Tools Like Gobble Bot

1. Content Is King (Again, But Differently)

• The way AI reads and extracts information is different from how humans navigate a site.
• AI prioritises text-based content, meaning design-heavy sites with minimal written content may be invisible to AI search engines.
• Ensure key business details, product descriptions, and FAQs are in plain text, not buried in design elements or images.

2. Structure Matters More Than Ever

• AI scrapers process headings, bullet points, tables, and clearly defined sections much more effectively than long, unstructured paragraphs.
• Organise content logically with clear headings (H1, H2, H3), lists, and concise summaries that AI can extract effortlessly.

3. Schema Markup & Metadata Are Critical

• AI tools (like Gobble Bot and future AI-powered search engines) prefer structured data because it adds context to raw text.
• Use schema.org markup to label key pieces of information, like pricing, business hours, FAQs, and step-by-step guides.
• Metadata (like OpenGraph descriptions and alt text) provides AI with more signals about your content’s intent.

4. Content Should Be Written for AI Extraction

Instead of writing for human persuasion (marketing fluff), content should be optimised for AI understanding (clear, factual, structured).

Example:

Old SEO Style (Persuasive, Click-Driven)

“Looking for the best waterproof running shoes? Check out our top-rated collection, designed for ultimate comfort and durability!”

LEO-Optimised Style (AI-Friendly)

“The best waterproof running shoes for trail running include: • Nike Pegasus Trail 4 GTX – Waterproof GORE-TEX layer, 8mm drop. • Salomon Speedcross 5 – Deep lugs for grip, quick lace system. • Hoka Speedgoat 5 – Wide toe box, EVA midsole cushioning.”

This second version is precise, factual, and extractable by an AI bot like Gobble Bot.

5. Your Website Needs to Be a Data Source for AI, Not Just a Destination

• If AI chatbots like ChatGPT, Perplexity, and Google AI Overview are answering users’ questions without them clicking your site, your priority shifts to ensuring your data is correctly represented in AI results.
• Test how AI models see your site by running it through tools like Gobble Bot and tweaking content accordingly.

Actionable Steps to Try This Now

• Run your site through Gobble Bot and analyse the extracted text - if it doesn’t fully represent your business, your website isn’t LEO-ready.
• Reformat your content with clear headings, bullet points, and structured data markup.
• Think like an AI - if a bot read your website with no visuals, would it fully understand your products, services, and key offerings?
• Regularly test AI search engines (Perplexity, Google AI Overview, ChatGPT browser mode) to see how they retrieve and present your content.

What We’ve Learnt - The New Rules of AI-Optimised Content

Natural Flow, Quality Content, and Context Are Key - Not Just Keywords

The shift from SEO (Search Engine Optimisation) to LEO (Language Engine Optimisation) means that how AI reads your content is more important than just stuffing it with keywords.

In traditional SEO, the goal was to match exact keywords and get ranked based on backlinks, domain authority, and metadata signals.

In LEO, the goal is to provide structured, well-contextualised, natural-sounding content that AI can extract and summarise accurately.

1. Context Over Keywords

• AI understands intent, not just individual words.
• Instead of repeating a keyword like “best running shoes” 50 times, write naturally and include contextual information (e.g., “These shoes are great for trail running in wet conditions”).
• AI-driven search engines rely on semantic search, meaning they understand relationships between words rather than exact keyword matches.

2. Quality & Depth Matter More Than Clickbait

• AI models pull authoritative, structured content - not just pages with lots of backlinks.
• If your content fully answers a user’s query, AI is more likely to use it in a response.
• Thin, repetitive content won’t work - AI prioritises informative, concise, and detailed answers.

3. Structure & Readability Are Critical

• AI prefers organised content with clear sections (H1, H2, bullet points, tables).
• Long walls of text are harder for AI to extract useful information from.
• Using FAQs, lists, and concise paragraphs makes your content easier for AI to process and summarise.

4. Conversational, Natural Language Wins

• AI search is interactive and conversational, so content should feel natural and fluid, not robotic.

• Instead of “Best running shoes for trails | Buy trail running shoes online,” write this:

*“The best waterproof running shoes for trails include the Nike Pegasus Trail 4 GTX, Salomon Speedcross 5, and Hoka Speedgoat 5. These shoes provide grip, cushioning, and water resistance for rough terrains.”*

• AI prefers human-like content that reads like a real person wrote it.

5. Structured Data Enhances AI Readability

• AI search engines prioritise structured data (e.g., Schema Markup, FAQs).
• Using JSON-LD Schema, meta descriptions, and OpenGraph tags gives AI clear signals about your content’s meaning.
• Instead of just “hoping AI picks up your content,” you can feed it directly using Schema markup.

Here Are 5 Things You Should Do to Get Ready for LEO

1. Use Structured Data (Schema Markup)

• AI models prefer structured, machine-readable content.
• Implement Schema.org markup (e.g., FAQ, Product, Article, HowTo) to give AI clear context.
• Add metadata and OpenGraph tags to enhance AI understanding.

2. Write in a Clear, Conversational Format

• AI extracts clear, concise, and structured content more effectively than long, complex paragraphs.
• Use FAQs, bullet points, and well-labelled headings to improve readability.
• Answer questions directly within your content like you would in a conversation.

3. Prioritise Context & Intent Over Keywords

• AI doesn’t just match keywords - it understands intent.
• Write naturally and with depth, covering related subtopics to help AI understand your content better.
• Ensure your page fully answers user queries, so AI sees it as authoritative.

4. Optimise Page Speed & Mobile Experience

• AI prefers fast-loading pages with clean HTML and structured data.
• Compress images, use a Content Delivery Network (CDN), and optimise scripts to improve speed.
• Ensure your site is mobile-responsive, as AI-driven search is increasingly used on mobile devices.

5. Prepare for AI-Driven Interactions

• AI-driven search engines may bypass your website entirely - so ensure your data is structured in a way AI can retrieve it accurately.
• Use Schema Markup, FAQs, and structured metadata to ensure AI understands your content properly.
• Regularly test how AI models see your content (using tools like Perplexity, Gobble Bot, or Google’s AI Overview).

Should You Hide AI-Specific Content?

No – Completely hiding AI-optimised content is risky because it may be seen as manipulative cloaking by AI models and search engines.

Some businesses are considering hiding long-form AI-optimised content from human users while still making it available to AI models. This is risky if done incorrectly, but there are safe ways to provide extra AI-readable information without negatively impacting the user experience.

✅ Safe Ways to Hide AI-Optimised Content

• Schema Markup (JSON-LD) → Provides AI with structured data without displaying it to users.
• Expandable Content (Accordions, Read More Sections) → AI reads it, but users expand it as needed.
• Metadata & OpenGraph Tags → AI uses these for context in search results.
• Well-structured, AI-friendly visible content → optimise both

❌ Risky Methods That Could Get You Penalised

• Hiding content with display: none; or CSS tricks (Google penalises this).
• Keyword stuffing in invisible text (AI models will ignore this, and search engines may penalise it).
• White text on a white background (classic cloaking technique - don’t do it).

Example: Adding AI-Optimised Content in Schema Markup

One of the safest and most effective ways to embed long-form AI-optimised content is through JSON-LD Schema Markup. This allows you to provide key context about your website without displaying it on-screen for human visitors.

When structuring your schema, think about the common questions customers or AI chatbots may need to answer, such as:

• What services do we offer?
• What is our mailing address?
• How can customers contact us?
• What are our business hours?

If you’re unsure what information to include, AI can help generate the right structure. Try using this simple AI prompt to guide you:

“You are a specialist in Language Engine Optimisation. Your objective is to help me write JSON-LD Schema Markup for my website, ensuring AI chatbots can accurately retrieve and present key information. Please conduct an interview-style process, asking me one question at a time to gather the necessary details. Once the interview is complete, summarise the findings and generate a fully structured JSON-LD schema that I can insert into my website’s HTML.”

This approach ensures that your website is AI-ready, making it easier for chatbots and AI search engines to extract and deliver accurate information to users.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What is LEO?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Language Engine Optimisation (LEO) is the process of structuring content for AI search engines. Unlike SEO, which optimises for human clicks, LEO ensures AI models can extract and summarise content correctly."
      }
    },
    {
      "@type": "Question",
      "name": "How is LEO different from SEO?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "SEO optimises for search rankings, while LEO ensures content is structured for AI-powered results. LEO focuses on structured data, schema markup, and clearly formatted answers for AI to process."
      }
    }
  ]
}
</script>

Example: LEO-Optimised Long-Form Content in an Expandable FAQ Section

Instead of fully hiding content, use collapsible elements that AI can read but users only see when they choose to expand.

<h2>What is Language Engine Optimisation (LEO)?</h2>
<p>LEO is the process of optimising content for AI-driven search engines, ensuring that AI models can extract and present information correctly.</p>

<!-- Collapsible Section for AI-Optimised Content -->
<button onclick="toggleAIContent()">Read More</button>
<div id="aiContent" style="display: none;">
  <p>As AI-powered search replaces traditional search engines, LEO focuses on...</p>
  <p>Unlike SEO, which is based on rankings and backlinks, LEO ensures that AI...</p>
</div>

<script>
  function toggleAIContent() {
    var content = document.getElementById("aiContent");
    content.style.display = content.style.display === "none" ? "block" : "none";
  }
</script>

Rather than hiding content, use techniques that keep pages user-friendly while making them AI-optimised.

Example: Adding AI-Optimised Metadata

AI models use metadata to summarise pages when generating responses. OpenGraph (OG) tags help AI understand page context beyond visible content. Googlebot and AI-powered search engines use meta descriptions in AI-generated snippets.

<meta name="description" content="Best waterproof running shoes in 2024 for trail running. Compare top picks from Nike, Salomon, and Hoka.">
<meta property="og:title" content="Best Waterproof Running Shoes (2024)">
<meta property="og:description" content="Compare the best waterproof trail running shoes, featuring Nike Pegasus Trail 4 GTX, Salomon Speedcross 5, and Hoka Speedgoat 5.">
<meta property="og:image" content="https://example.com/images/shoes.jpg">

Final Thoughts: The Future of Search Is AI-First

The way we optimise websites is changing forever. In an AI-driven world, visibility will no longer be about ranking on a search page, but about being the trusted source AI retrieves answers from.

Authenticity, legitimacy, and real expertise will matter more than just “playing the system.”

AI isn’t looking for hacks or tricks - it’s looking for clear, structured, and genuinely useful content that provides value to users.

The Future of AI Search Rewards:

• Expertise & Trustworthiness – If AI can verify your content is authoritative, it will prioritise it.
• Authentic, Well-Structured Content – AI favours well-organised pages over SEO-optimised keyword stuffing.
• Context & Depth Over Clickbait – AI looks for complete, well-explained answers, not just catchy headlines.
• Semantic Search & Understanding – AI reads for meaning, not just word repetition.
• Genuine Brand Presence in AI – AI search results will highlight trusted sources, not just high-ranking SEO pages.

Winning in the AI-first era means:

• Writing clear, structured content AI can understand.
• Providing context, not just keywords.
• Using Schema markup and metadata to feed AI the right information.
• Ensuring AI presents your content accurately.

Make a note though, that poorly executed “LEO” tactics might get penalised by future AI search algorithms, similar to how Google penalises black-hat SEO.

But with that all in mind, the future of search will be won by those who genuinely add value - not those who game the system. If you focus on quality, structure, and clarity, AI will naturally surface your content to users.

Real expertise + AI-friendly content = Visibility in the AI era.

LEO is coming - and businesses that prepare now will dominate the AI-driven web.