In recent weeks, Google has made contradictory statements regarding whether or not the growth of AI search tools such as ChatGPT and Perplexity is impacting their search traffic. On the one hand, they have noted that the decline is inevitable; however, on the other hand, they have claimed that despite the rise of these tools Google’s search volume is still increasing because of their constant innovation.
Regardless of Google’s claims, AI search is on the rise. According to BrightEdge Generative Parser, there has been an increase in AI Overviews since late April 2025. Geographic specific travel queries for example, have experienced substantial coverage growth of approximately 108%.
According to the Y Combinator show, a popular podcast on YouTube, the current view in Silicon Valley is that AI tools like ChatGPT have become the dominant way people seek information, potentially replacing traditional search engines like Google.
In a past blog post, we discussed how the significant drop in click-through rate across websites driven through AI tools has become evident amongst many professionals. This zero-click nature of AI tools then raises serious questions about the future of organic traffic. While Google claims it still drives massive traffic volumes, industry professionals are beginning to accept that some decline, or at least a redistribution of traffic, is unavoidable.
So what can you do?
As these AI answers begin to grow, it is important to first understand how each tool cites its information. From there, strategies can be developed on how to get cited within each tool and adapt your traditional SEO strategy accordingly.
AI tools don’t follow the same rules as traditional search results. They pull content from various sources, often paraphrasing or summarising in ways that don’t directly attribute to a single domain. This makes it harder for site owners to understand how and why their content is being selected.
How exactly does each tool cite its sources?
According to a recent study done by Rankscale.ai, which examined 8000 citations across ChatGPT, Perplexity, Gemini and AI Overviews, here is how each tool cites its sources:
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ChatGPT:
- Relies on authoritative and factual sources such as encyclopedias (mostly Wikipedia) and news articles.
- Avoids user-generated content such as Reddit and Quora and very rarely cites product pages.
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Gemini:
- Uses a blend of authoritative sources and community input, such as authoritative blog posts.
- YouTube was found to be cited most of the time by Gemini, however cites news articles as well.
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Perplexity:
- Uses trusted, expert sources as well as user-generated content from expert forums.
- Cites blog content, however only from authoritative sources.
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AI Overviews:
- Pulls from the widest variety of sources to mirror Google Search Results.
- Authoritative blog articles that are optimised for deep engagement were found to be cited the most in AI Overviews.
What to do with this information?
Now that you know how each tool cites its sources, or where it gets its answers from, you can adjust your current SEO strategy and optimise for AI-generated answers.
Here are some strategies based on the above summary:
1. Dominate third-party authority sites
- Get featured on industry-leading platforms: Proactively pitch your content or expertise to respected news outlets, review sites, and industry blogs. These sites are prime citation sources for AI tools, so being featured increases your indirect citation potential.
- Build relationships: Network with editors and contributors at these sites to secure mentions, reviews, or inclusion in authoritative listicles. The more high-quality third-party mentions you earn, the more likely AI engines will reference you.
- Diversify placement: Don’t rely on a single outlet. Spread your presence across multiple respected sources to maximise your reach and citation likelihood.
2. Build your foundational authority:
- Wikipedia presence: Ensure you have an accurate, well-sourced Wikipedia page. Wikipedia is a trusted source for AI models and is frequently cited in answers.
- Google knowledge panel: Optimise your Google Knowledge Panel by maintaining consistent, accurate information across your web properties and using structured data markup. This boosts your credibility and increases the likelihood of being cited by AI tools referencing knowledge graphs.
- Consistent branding: Keep your information uniform across all platforms, including bios, images, and descriptions, to reinforce your authority.
3. Engage in relevant communities:
- Participate authentically: Be active on forums like Reddit, Quora, and industry-specific communities. Share expertise, answer questions, and contribute valuable insights. Google’s AI engines often cite discussions from these platforms, especially for consumer-focused or trending topics.
- Leverage Q&A platforms: Use Quora and Reddit to answer niche questions and link back to your content where relevant. This not only builds authority but also increases your chances of being cited by AI tools referencing these platforms.
- Monitor community trends: Stay updated on what’s being discussed in your field to identify new content opportunities and emerging citation sources.
4. Create high-quality “category hub” content on your own site:
- Develop comprehensive guides: Build in-depth, data-driven hub pages or comparison articles that cover entire categories, including fair coverage of competitors. This demonstrates expertise and trustworthiness (E-E-A-T).
- Optimise for “Best X” queries: Structure your content for common AI-cited queries, such as “best laptops 2025” or “top project management tools.” Use clear headings, tables, and summaries to make your content easily extractable by AI.
- Ensure clarity and structure: Use proper heading hierarchy, tables of contents, and concise summaries to make your content skimmable for both users and AI systems.
5. Amplify E-E-A-T (Experience, Expertise, Authority, Trustworthiness) signals:
- Showcase author expertise: Include detailed author bios, credentials, and links to professional profiles to signal authority.
- Cite reliable sources: Reference credible, up-to-date sources within your own content, and use outbound links to authoritative sites. This not only helps users but also signals trust to AI engines.
- Keep content updated: Regularly review and refresh your content to ensure accuracy and relevance. AI tools prefer current information.
- Gather user feedback: Encourage and display positive reviews and testimonials to reinforce trustworthiness.
6. Target industry-specific trusted hubs:
- Identify key hubs: Research which sites are considered authorities in your niche (e.g., Mayo Clinic for health, TechTarget for B2B tech).
- Then secure your presence: Contribute guest posts, participate in expert roundups, or get your products reviewed on these platforms. AI engines like Perplexity tend to favor these trusted hubs in their citations.
- Diversify your web presence: Maintain a strong mix of authoritative content on your own site and endorsements or discussions on reputable third-party platforms.
In summary, getting cited by AI tools requires a holistic, multi-channel strategy. Focus on building authority both on your own site and across respected third-party platforms, optimise your content for clarity and structure, engage authentically in communities, and continuously monitor and adapt based on where and how AI engines are referencing your content
Why we care
AI search tools like Google’s AI Overviews, Gemini, and ChatGPT are here to stay. While Google’s messaging may remain inconsistent, one thing is clear: the way people discover content is changing rapidly.
Rather than resist, the smart move is to adapt. By crafting authoritative, well-structured, and concise content and by understanding what AI looks for when summarising, you’ll position yourself for visibility in this new era of search.