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

Sunday, March 16, 2025

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

SEO (Old Way) LEO (New Way)
Ranking based on keywords and backlinks AI extracts the best, most structured content
Click-driven strategies (meta titles, descriptions) Content optimised for AI readability
Repetitive keyword use Context and intent matter more
Focus on human readers Structured for both AI and humans
Traditional search rankings AI-generated summaries and direct answers

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.

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)

2. Structure Matters More Than Ever

3. Schema Markup & Metadata Are Critical

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

Actionable Steps to Try This Now

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

2. Quality & Depth Matter More Than Clickbait

3. Structure & Readability Are Critical

4. Conversational, Natural Language Wins

*“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.”*

5. Structured Data Enhances AI Readability

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

1. Use Structured Data (Schema Markup)

2. Write in a Clear, Conversational Format

3. Prioritise Context & Intent Over Keywords

4. Optimise Page Speed & Mobile Experience

5. Prepare for AI-Driven Interactions

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

❌ Risky Methods That Could Get You Penalised

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:

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:

Winning in the AI-first era means:

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.