Optimising content for SEO and AI tools for discoverability

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Optimising content discoverability for SEO and AI tools

By Jennifer Esty
March 25, 2025

EEATing AI for breakfast

AI is quite literally everywhere at the minute, and we would be remiss if we didn’t rise and shine with some thoughts and tips for B2B marketers… So how can B2B marketers EEAT AI search for breakfast?

What’s EEAT all about?

If you would like a light refresher, check out our blog article on Practical Tips for B2B SEO Using Google’s E‑E‑A‑T Guidelines

Or for the full English, download our EEAT guide and checklist for a takeaway on how to optimise your content for better rankings and experience

Keep your kitchen website tidy

As well as EEAT, good technical SEO hygiene like schema markup will also help you feature in AI content.

Although there has been some debate around whether AI models and LLMs (large language models) use schema or structured data, Microsoft at least have recently confirmed they do.

So, tidy, well-structured data remains essential not only to help search engines understand your content, but also to help you gain rich results in Google Search—and help LLMs understand your content.

Keeping an eye on AI

Finally, a quick note on analytics and understanding how people are discovering your B2B products and services.

As more tools come into the market, you’ll want to monitor which ones are driving traffic to your site.

If you’re using GA4, a note that the traffic won’t get picked up as SEO automatically because Google Analytics records it as a mix between referral, organic or sometimes even ‘not set’ as a medium. 

So don’t just look at source type—across our clients, we are seeing a range of AI tools driving traffic, with ChatGPT at the top but also traffic from Perplexity, OpenAI, Gemini and AskAI.

If you want to find out more about how to EEAT AI for breakfast, get in touch and one of our SEO experts will be happy to help with a free 30-minute consultation!