How Brands Can Show Up in AI Answers (Without Losing Google)

If someone today asks
“Best skincare brand for oily skin?”
they might ask Google
or they might ask ChatGPT.

As a brand or marketer, the real question is:
Does your brand show up in that answer?

This newsletter is about how to do that, without abandoning SEO.

First: SEO Is Still Your Base

SEO simply means:
Making your website easy for Google to read and trust.

This includes:

• Fast website

• Clear headings

• Useful content

• Proper structure

Example:
Brands like Nykaa and Boat still rank because their pages are clean, fast, and well-organized.

AI tools also read websites.
If your site is messy, AI can’t understand you either.

So rule number one:
SEO first. Always.

Then Comes the New Layer: Showing Up in AI Answers

When AI tools answer questions, they don’t invent information.
They summarize from existing content on the internet.

They mostly pick information from:

• “Best of” articles

• Comparisons

• Reviews

• FAQs

• Community discussions

Think of AI like a student making notes from the internet.

1. Be Present Where AI Looks

AI loves structured content.

Example:

• “Top 5 budget laptops in India”

• “Boat vs JBL earbuds”

• “Best food delivery apps for late nights”
  

  

That’s why brands try to appear on:

• Comparison blogs

• Review pages

• List articles

Indian example:
When people ask AI about budget mattresses, it often mentions Wakefit because Wakefit appears in many comparison articles and reviews.

Marketing lesson:
Create or earn presence in comparison-style content.

2. Talk Where People Talk (Not Where You Sell)

AI also reads community discussions.

This includes:

• Reddit

• Quora

• Forums

Example:
If someone asks on Quora:
“Is Mamaearth actually good for skin?”

Helpful answers (not salesy ones) often get picked up by AI summaries.

Simple rule:
Don’t promote. Explain. Help. Share experience.

Marketing lesson:
Answer real questions like a human, not like an ad.

3. Create AI-Friendly Content on Your Own Website

Certain content formats are easier for AI to understand:

• FAQs (question + direct answer)

• Comparisons (Brand A vs Brand B)

• Reviews

• Simple lists

Example:
CRED explains features clearly in Q&A style.
That clarity helps both users and AI tools.

Technical word explained:
Schema = extra labels added to a website so machines understand content better.
Think of it like name tags for your content.

4. Keep Content Fresh

AI prefers updated information.

If your page says “Updated 2025” and actually has new info, AI trusts it more.

Example:
Zerodha regularly updates its guides.
That’s why it keeps showing up everywhere.

Marketing lesson:
Don’t keep creating new pages. Update your best ones.

5. Make Life Easy for AI Bots

Some AI tools struggle to read heavy, complicated websites.

Simple meaning:
If your content only loads after too many animations or scripts, AI may miss it.

Best practice:

• Important pages should load clearly

• Content should be visible without fancy effects

What This Means for Marketers 

This is not about replacing SEO.
This is about upgrading it.

For your brand:

• Be clear

• Be helpful

• Be structured

• Be present where conversations happen

For your clients:

• Suggest comparison pages

• Improve FAQs

• Participate in community Q&A

• Update old high-performing content

AI visibility is not a hack.
It’s just good marketing done properly.

If Google is the gatekeeper,
AI is the summariser.

Make sure your brand is worth summarising.