5 Steps to Improve Content Visibility in the Age of AI Search

For years, marketers have toiled with search engine optimization (SEO) techniques to achieve one big goal: be one of the first links users click when they search on Google.

However, the way users search for information is quickly evolving. Users are now finding answers directly in chatbots or AI summaries before clicking on links, if they click any at all.

This rise of “zero-click searches” is reshaping how audiences discover and evaluate information, presenting a new challenge for digital marketing.

The key to staying relevant and appearing in online searches in the age of AI requires evolving your strategy from traditional SEO to generative engine optimization (GEO), which focuses on optimizing content for inclusion in AI-generated responses.

Here are five steps your organization can take to begin adopting GEO practices and ensure your content still finds a way to the users who need it. 

1. Understand How AI Is Accessing Your Content
AI agents do not consume websites the same way human visitors do. They are looking for clean, accessible content rather than interactive page experiences. That means content hidden behind heavy client-side rendering or dependent on JavaScript may be invisible to AI agents and content that is over-complicated may be ignored.

For marketing teams, this creates a simple question: Can an AI tool easily read the same information a buyer sees? The clearer your content is about what your product does or your service provides, who it serves and why it matters, the easier it is for an AI system to extract useful context.

2. Rewrite Key Content Around Real Customer Questions
AI tools are designed to answer questions. The more clearly your content supports that goal, the more likely it is to be surfaced. Start reviewing pages tied to high-intent buying questions, such as product pages, solution pages, pricing pages and core blog content.

Analyze whether those pages clearly explain your value, your audience and the customer problems you solve. If not, begin rewriting your content and focus on formats that align naturally with AI consumption:

• Question-and-answer content: FAQ-style sections make it easy for AI to extract direct responses
• Clear headings and summaries: These help systems quickly identify key points
• Concise explanations: Avoid overly dense language that makes parsing difficult

The goal is to think beyond product messaging and ranking for keywords; instead, answer practical questions that a potential buyer may have about your solution or service.

3. Structure Content for AI Consumption
If key parts of your content are generated dynamically with JavaScript, such as product details or pricing, AI crawlers will miss them. Humans see a fully rendered page, but AI crawlers typically disable Javascript. Making that information easier to access helps send clearer, more complete signals about your content.

To address this:

• Use a tool that enables the publishing of pre-rendered pages to your content delivery network (CDN) so that it can be cached to deliver fully rendered pages to AI agents. By serving CDN-cached, pre-rendered versions of your pages, you expose your dynamic content to crawlers that don't run JavaScript. The AI agent receives a fully formed page rather than a subset of the content, while human users remain directed to the dynamic pages for real-time, updated content.
• Add schema markup, also known as structured data, to your pages HTML code that defines what your page is about; identifies products, services or topics; and provides structured details like pricing, features and authorship. This reduces the burden on AI systems to interpret your content and increases the likelihood it’s used accurately. Even if users don’t see the structured data, AI systems rely on it to quickly understand and prioritize your content.

4. Measure AI Visibility, Not Just Web Traffic
Standard analytics solutions will not show how AI agents access your content as they rely on client-side JavaScript to track events and collect data. Teams should look for ways to monitor bot activity, referrals and citation patterns through CDN logs and emerging AI visibility tools.

These tools aim to show the extent to which a brand is appearing in AI-generated answers compared to competitors, where technical visibility gaps exist and where content adjustments could improve performance. Adobe’s LLM Optimizer is one example in this space, with capabilities centered on AI visibility, agentic traffic insights, referral patterns and optimization opportunities, leveraging the CDN pre-rendering approach to provide automated fixes to technical and content issues.

For most organizations, success will require collaboration across content, web and analytics teams. Marketing may own the content and messaging, but web teams often control rendering and delivery, while analytics teams measure how web traffic and referrals from all sources — including LLMs and agents — translates into conversions and revenue.

5. Test How AI Represents Your Brand
Because users don’t always click through to a source page, it’s valuable to see how your brand appears within AI-generated answers. Explore prompts that reflect how customers ask about solutions or services that you offer (even without identifying your brand), track how often your brand is cited across different AI models and analyze how that share of voice compares to competitors. Try this across different tools to help you uncover opportunities to make your content easier to recognize or use a solution that does this for you, such as Adobe’s LLM Optimizer.

By aligning your content, infrastructure and analytics with how AI systems work, your brand can stay visible in a rapidly changing landscape. More importantly, you can create experiences that meet customers’ expectations for speed, clarity and relevance.

You don't need to solve everything at once. Start by getting honest about your blind spots: Can you currently see agentic traffic? Is your most valuable content visible to crawlers that don't run JavaScript? Do you know whether AI models are citing you or your competitors?

From there, the path forward is clearer with an experienced partner. CDW helps marketing leaders evaluate tools like Adobe LLM Optimizer, audit their current AI visibility and build a GEO strategy aligned to real business goals.

The organizations that adapt early will be better positioned to show up in the channels buyers increasingly trust. In the same way SEO became a core marketing discipline, GEO is becoming part of the modern digital playbook.