How to Get Found by AI Search: What Consultants Need to Know

SEO is dead. If you’re a consultant or expert relying on traditional search engine optimization to get found by potential clients, it’s time to face reality: the old playbook doesn’t work anymore.

Instead of mourning the loss, let’s focus on what’s next. The critical question now is: How do you get AI models to recommend you when someone asks for the top experts in your field?

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Think about it. When someone has a go-to-market problem, an innovation challenge, or needs strategic advice, they’re increasingly likely to ask ChatGPT or Perplexity: “Who are the top three consultants for this?” Your goal is to get your name on that list.

My SEO Wake-Up Call

I spent three years doing everything “right” for traditional SEO:

• Consistent blogging schedule
• Thorough keyword research
• Proper H1 and H2 tag usage
• Keywords in image alt tags
• Those exhaustive “comprehensive guides” search engines supposedly loved

You know the ones I’m talking about—where you search for a chocolate cake recipe and get a 2,000-word history of chocolate instead of the actual instructions you need.

Despite all this effort, I couldn’t break through. My target keywords were dominated by either sponsored content or massive content farms like HubSpot. I simply couldn’t compete.

That’s why I pivoted to YouTube in January. Search works differently there, and I’ve found it easier to get discovered. But I’m not naive—AI is disrupting discovery on every platform, whether you’re podcasting, blogging on Substack, or creating YouTube content.

The Truth About AI Search (That No One Wants to Admit)

Here’s something important: Anyone claiming to know exactly how AI search works is lying to you.

Engineers and researchers from OpenAI, Anthropic, and Google have publicly acknowledged that as their models grow more complex, the reasoning processes become increasingly opaque—even to the people who built them. There’s no comprehensive, real-time understanding of how large language models make decisions or select citations and recommendations.

So if someone tries to sell you a “guaranteed AI SEO formula,” save your money.

What I want to focus on instead is what we do know and how we can position ourselves to capitalize on opportunities as our understanding improves.

How AI Search Differs from Google

Understanding the fundamental differences between traditional search algorithms and AI models is crucial:

AI Models Break Content into Chunks

Unlike Google’s page-level ranking system, AI models break your content into chunks and synthesize information from multiple sources. They’re not just looking at individual pages—they’re scanning your entire web presence.

Context Matters More Than Keywords

AI models prioritize semantics, context, and user intent over exact keyword matches and backlink profiles. According to research from Perplexity, these systems are “incentivized to create conversational, context-aware summaries and answers.”

Structure Still Matters

Like Google, AI models appreciate clear language and clean formatting. They look for informational structure, but they use it differently.

What Types of Content Win in AI Search

Based on current research, three types of content perform particularly well:

1. Fact-based content with verifiable information
2. Structured content with clear organization
3. Presence across the web rather than just optimized individual pieces

The key strategic shift is this: building a unified presence across multiple touchpoints matters more than optimizing individual articles for specific keywords.

Two Critical Success Factors for Getting Found by AI

My research revealed two elements that consistently appeared in discussions about AI search optimization:

1. Consistent Authority Signals

You need ongoing content around a specific topic.

Let’s say you run a podcast where you talk about go-to-market strategy, but you also discuss your hobby of restoring old cars and occasionally share stories about your dog. This sends a weaker signal than someone who talks about go-to-market strategy “all day, every day.”

AI models are comparing chunks of information from across the web. A scattered topical focus dilutes your authority signal.

2. Unified Messaging Across All Web Properties

Your name or company name should be associated with the same message or perspective everywhere you appear online.

This is fundamentally different from how Google worked. AI models actively compare information chunks from different sources, so consistency matters tremendously.

Your website, podcast show notes, LinkedIn profile, guest post bios, and speaking engagement descriptions all need to reinforce the same core message and expertise.

The Differentiation Advantage

Here’s encouraging news: AI models appear to favor sources that offer unique insights, frameworks, or methodologies. They value distinctive analysis and original opinions.

This means your content goals should focus on:

• Consistency in topic and message
• Differentiation in approach or perspective

The beautiful thing? These are exactly the same signals that make humans want to work with you. What helps you get found by AI also helps you build relationships with potential clients.

The YouTube and Podcast Opportunity (With One Caveat)

I’m particularly bullish on YouTube and podcasts as platforms for long-form content for several reasons:

• Decision-makers increasingly look to these platforms for expertise
• Audio and video build relationships faster than text alone
• Both platforms function as recommendation engines, not just search engines

However, there’s currently a disconnect: most AI models cannot directly access what’s in your video or audio content.

They can see that the content exists. They know you created it and what the topic is. This counts toward credibility. But very few models can actually process what you’re saying in the video or podcast itself.

The solution: Make sure you’re posting detailed descriptions and enabling transcripts. This allows AI to absorb your actual insights and include them when making recommendations.

Best Practices for AI Discovery in 2025

As we move into the new year, here are the strategies I’m recommending to my clients:

Build a Focused Body of Work

Pick your primary platform—blog, YouTube, or podcast—and establish yourself as a unified source on a particular topic. This is why my Client Engine strategy emphasizes choosing one platform and going deep rather than spreading yourself thin across multiple channels.

Showcase Your Expertise and What Makes You Different

Double down on trust-building content using what I call the POV Framework:

• Your unique methods and frameworks
• Your informed opinions on industry issues
• Your relevant stories and experience

Extend this beyond your own platform through social media, podcast guesting, and media mentions. All of these signals get incorporated into AI models’ understanding of your expertise.

Be Consistent and Current

Timeliness matters. AI engines appear to value up-to-date information, so regular publishing demonstrates both expertise and relevance.

What This Means for Your Content Strategy

The death of traditional SEO isn’t a crisis—it’s an opportunity to focus on what actually matters: building genuine expertise and communicating it clearly.

The strategies that help you get found by AI are the same ones that build trust with human decision-makers:

• Deep focus on a specific area of expertise
• Consistent, unified messaging across all platforms
• Differentiated perspective that sets you apart
• Regular, current content that demonstrates ongoing expertise

I’ll continue covering this topic as best practices evolve. The landscape is changing rapidly, but the fundamentals of establishing credibility through differentiated content remain constant.

If you want a framework for developing content that builds your credibility and gets you found, check out my Expert Engine program or DM me on LinkedIn.