In recent months, AI-powered search assistants from Google’s Search Generative Experience (SGE) to ChatGPT–powered browsing have edged out traditional search in user curiosity. But how exactly do AI search assistants decide what content to show?
A groundbreaking “AI Visibility Study” by SEMrush examined thousands of prompts across industries to find out. The study concluded that some of the long-held assumptions in traditional SEO no longer hold. In fact, community-driven content like Reddit, Threads, and Wikipedia often outrank polished corporate pages even when it seems less “official.”
One particularly striking result was in finance-related queries. Reddit content is cited nearly twice per AI prompt, outperforming trusted financial experts even when the experts are clearly more authoritative.
These insights force marketers to rethink not just how we optimise content, but where and why the content is trusted and surfaced by AI search assistants. For forward-thinking brands, this isn’t just a challenge; it’s an opportunity to win visibility in a whole new kind of search ecosystem. In this article, we’ll unpack SEMrush’s key findings, translate them into actionable AI SEO strategies, and create a roadmap for brands (including those here in the North East) to rank in AI search in 2025 and beyond.
Key Findings from the AI Search Visibility Study
Community Content Wins
The SEMrush study found that Reddit, Wikipedia, and Quora frequently outrank brand websites in AI search results. These platforms dominate because their content sounds natural and community-driven, not overly polished or promotional.
AI systems are built on large language models trained to recognise human patterns of speech. This means they prioritise an authentic, conversational tone, the kind found in forums and Q&A threads, because it mirrors how people actually ask questions.
Actionable takeaway: Brands should publish content that sounds human, not robotic. Think expert Q&As, user-generated insights, or conversational blog formats. This approach aligns with Route Agency’s focus on authentic engagement and helps your business gain trust in AI SEO.
Figure 1: Community-driven platforms like Reddit and Wikipedia dominate AI search citations in ChatGPT and Google AI Mode, often outperforming brand websites (Source: SEMrush AI Visibility Study, 2025).
Experts vs Communities
Another key finding from the SEMrush study is the widening gap between expert-led content and what AI search assistants actually reference. While professional, authoritative content remains valuable, AI systems increasingly favour information that’s presented in a clear, direct, and conversational way.
In many cases, detailed or overly technical pages are being overlooked in favour of content that simplifies complex topics for broader understanding. This marks an important shift AI is not dismissing expertise, but rewarding content that communicates expertise accessibly.
Actionable takeaway: Blend authority with accessibility. Use plain language, clear examples, and short paragraphs. Readability is crucial; it’s what makes your expertise usable by AI assistants like ChatGPT and Google’s SGE.
Brand Diversity
In B2B AI search results, SEMrush uncovered a greater diversity of brands than in traditional rankings. Unlike Google’s algorithmic SERPs, which often reward established players, AI search draws from a broader range of credible sources.
For small and mid-sized businesses, this is good news: AI presents a new playing field where quality, not size, determines visibility.
Actionable takeaway: Build topical authority. Create focused, in-depth content on niche topics that answer real customer questions. At Route, we know that a technically strong and strategically focused site structure makes it easier for AI to interpret your expertise and surface your brand in responses.
Mentions vs Citations
The SEMrush study highlights a key distinction: being mentioned isn’t the same as being cited.
AI systems choose which brands to reference directly in generated answers, and those decisions are influenced by trust signals, brand consistency, and structured data.
Actionable takeaway: Strengthen your brand entity. Secure consistent mentions across local news, industry blogs, and podcasts. Add schema markup to reinforce who you are and what you do. The goal is to help AI search assistants clearly connect your brand name with expertise, increasing your chances of citation in Google AI search results.
How to Optimise for AI Search
Winning in AI SEO requires evolving how we think about content structure, credibility, and discoverability. Here’s how to start:
Answer Directly
Use short, clear statements at the top of each section. AI search assistants prioritise direct, concise answers when generating summaries.
Schema Markup
Implement structured data such as FAQ, Article, and Local Business schema.
See Google’s guide to structured data
This helps AI-powered search engines better interpret your content and associate it with relevant queries
Unique Data
Publish proprietary insights, local surveys, customer stats, or regional case studies. AI search engines favour unique data that can’t be found elsewhere, making your brand more likely to be cited.
E-E-A-T
Reinforce trust with Experience, Expertise, Authoritativeness, and Trustworthiness.
Link author bios to LinkedIn, add credentials, and highlight speaker roles or media appearances. Route Agency’s team practices this approach across client sites to strengthen credibility within AI search results.
Brand Mentions
Building visibility beyond your own website is essential in the age of AI search. Securing coverage through guest articles, podcast interviews, and thought-leadership collaborations helps reinforce credibility and establish consistent brand signals across multiple platforms.
SEO efforts deliver lasting value; unlike paid campaigns, they create sustainable visibility that continues to grow over time. This enduring presence strengthens how AI systems evaluate and reference your brand, directly influencing how often your content is ranked and cited within AI-generated search results.
Conclusion
The impact of AI on search engine rankings is clear: visibility is no longer just about keywords; it’s about conversation, trust, and connection.
At Route, we combine technical SEO foundations with forward-facing AI SEO strategies to help brands gain visibility in AI search results and future-proof their digital presence.
The future of SEO isn’t about gaming algorithms; it’s about teaching AI why your brand deserves to be part of the answer.
As AI-powered search assistants like Google’s Search Generative Experience (SGE) and ChatGPT browsing transform how users find information, the rules of SEO are shifting fast.
Instead of showing a list of blue links, AI search tools summarise answers from across the web, and community-driven content from sites such as Reddit and Wikipedia is often favoured.