How One Business Started Getting Leads from AI Search Tools
Search behavior has been changing rapidly over the past year. Users are no longer relying solely on Google to provide all the answers they’re looking for. Instead, they’re turning to tools like ChatGPT, Perplexity, and Gemini for recommendations on the best solutions to their problems.
In today’s ever-changing landscape, it’s imperative that businesses understand this shift in user behavior so they can begin appearing in results generated by these large language models (LLMs).
One of our clients serves a highly niche market, and as we continued working on their content strategy, we recognized an opportunity to strengthen their visibility in emerging AI-driven search tools. While traditional organic search remained important, we saw that applying Answer Engine Optimization (AEO) best practices could help position their content to appear in more AI-generated results as well.
The Challenge
The client’s digital presence relied primarily on traditional search. Paid advertising had also proven to be less reliable due to the highly specialized market they serve. As we evaluated their existing content strategy, we saw that their website wasn’t yet positioned to be easily discovered through AI-generated answers, and their visibility in those results was limited.
This presented an opportunity to strengthen their discoverability by ensuring the content we were already developing could also support AI-driven search, helping the business appear where more potential customers are beginning their research.
The Strategy: Optimizing for AI and LLM Discovery
As we continued developing new content for the client’s website, we intentionally applied our knowledge of AEO best practices to ensure the content would be well-positioned for both traditional search and AI discovery. This meant focusing on clearly explaining their services, incorporating helpful FAQ-style information, and using conversational language that reflects how people naturally ask questions in AI tools.
We also integrated expert insights from the client and included industry-specific language that reinforced their credibility. The content was designed to clearly outline the problems their clients typically face and how the company consistently solves those challenges. By combining these AEO best practices with the ongoing content strategy we were already implementing, the website became easier for both potential customers and AI systems to understand.
What Happened Next
After implementing these changes, we began seeing more leads coming through from AI discovery. Prospects were finding the business through tools like ChatGPT and other AI platforms while researching solutions in their industry.
At the same time, we also saw an increase in organic leads.
When you optimize for AEO, the benefits often work both ways. SEO remains just as important as ever, and optimizing for AEO creates an opportunity to revisit your existing SEO strategy and improve how your content answers real user questions. Over the past six months since implementing these changes, our client has seen new leads coming in, effectively changing the trajectory of their business.
What Other Businesses Can Learn
There are a few key takeaways from this experience:
- Write content that answers real questions
- Clearly explain your services and solutions
- Build topical authority in your industry
- Structure content so it’s easy for both people and AI to understand
Most importantly, businesses should know that this is a very achievable goal. Showing up in AI search results doesn’t require reinventing your entire marketing strategy, it simply requires thoughtful content, clear explanations, and the right approach to optimization.
Bring Your Business into the AI Search Landscape
AI-powered discovery is quickly becoming another way customers find businesses. If you’re looking to improve your visibility in AI search and start generating leads through tools like ChatGPT and other LLMs, Magnetic North can help. Connect with our team today to learn how our Answer Engine Optimization (AEO) services can help position your business to be discovered in the evolving world of AI search.
Frequently Asked Questions About Getting Leads from AI Search
Can businesses really get leads from AI tools like ChatGPT?
Yes. Many users are now turning to AI tools like ChatGPT, Perplexity, and Gemini to research solutions, compare providers, and ask detailed questions. When a business has clear, helpful website content that explains its services and expertise, AI tools may reference that information when generating responses. This can lead potential customers directly to your business.
What is Answer Engine Optimization (AEO)?
Answer Engine Optimization (AEO) focuses on structuring website content so that AI tools and search engines can easily understand and surface it when users ask questions. This includes writing clear explanations, answering common customer questions, organizing information logically, and demonstrating expertise within a specific topic or industry.
How can a business show up in AI-generated search results?
Businesses can improve their chances of appearing in AI-generated results by publishing helpful, well-structured content that clearly explains their services, the problems they solve, and their industry expertise. Content that answers real customer questions and demonstrates authority in a topic is more likely to be surfaced by AI tools.
Is AEO replacing traditional SEO?
No. AEO and SEO work together. The same types of content that perform well in search engines, helpful explanations, strong topical authority, and clear website structure, also make it easier for AI tools to understand and reference your business.
Do you need a completely new website strategy for AI search?
Not necessarily. In many cases, businesses can apply AEO best practices to the content they are already creating. By improving clarity, answering common questions, and reinforcing expertise within your content, you can make your website more visible in both traditional search and AI-driven discovery.
Ready to start getting leads from AI search?
If your business isn’t showing up in tools like ChatGPT and other AI platforms yet, we can help. Connect with Magnetic North to learn how our Answer Engine Optimization (AEO) services can position your brand to be discovered where customers are already searching.
Ready to start getting leads from AI search?
If your business isn’t showing up in tools like ChatGPT and other AI platforms yet, we can help. Connect with Magnetic North to learn how our Answer Engine Optimization (AEO) services can position your brand to be discovered where customers are already searching.
digital marketing specialist
ABOUT THE AUTHOR
Sarah Krengel
Since joining Magnetic North, Sarah has made a big impact through her creativity, thoughtfulness, and contagious positivity. Known for her upbeat attitude, sharp attention to detail, and deep sense of ownership, she’s quickly become a trusted partner to both her clients and teammates. She brings a high level of care to every project. Developing standout strategies, managing client relationships with ease, and leading the way with fun, engaging social content (especially on TikTok!). Sarah’s natural ability to connect with others, paired with her drive to think bigger and grow continuously, makes her an invaluable part of the team. She thrives in fast-moving environments, adapts quickly, and brings a genuine sense of collaboration to everything she does. From day one, we’ve learned that we can count on her to go the extra mile. Always learning, always contributing, Sarah is helping shape the future of our team.