AI Optimisation

01

When this is needed

An AI answer is assembled from your site, search results, reviews and other sources. The work is needed when an AI does not mention your company in the typical questions of your field, recommends a competitor, or describes your company with outdated information. The work also goes by the name GEO (generative engine optimisation) or AI optimisation.

According to our research, 53 %* of 18 to 74-year-olds, around 2 089 000 people, use AI services at least weekly, and 98 %** of them also use a search engine at least weekly. The survey measures how often people use these services. It does not show how many ask an AI questions related to buying decisions.

02

Search engines and AI

The value of search engines is not falling, but it is changing, because the search results page itself is changing. According to our research, 74.2 % of Finns use a search engine daily and 28.2 % an AI service.*** On the results page, AI summaries, ads and other features take more and more space from links. More and more questions are answered on the results page itself.

Age mainly sets the oldest group apart in AI use. 59.3 % of 18 to 29-year-olds, around 57 % of 30 to 59-year-olds and 38.6 % of 60 to 74-year-olds use AI at least weekly.*** All age groups use a search engine daily at almost the same rate, 72–79 %. Younger people still spread their searching across more places: 56.2 % of 18 to 29-year-olds also search social media daily, such as TikTok or YouTube, compared with 12.8 % of 60 to 74-year-olds.***

That is why the goal widens from ranking to being mentioned. In search engine optimisation the question is where the page ranks. In AI optimisation the question is whether the company is mentioned in the answer and which sources the answer relies on. The foundation is the same: a page the search engine can find and that answers the question directly.

03

Checklist

We check whether search engines and AI services can reach your site and see your most important text. We look at whether each page answers one question, whether the content covers the topic's sub-questions and whether claims have a source.

Outside your site we check directories, reviews, your Google Business Profile, media coverage and other sources the answers rely on. If an AI gives outdated information about your company, we find out which source it comes from.

04

Your own content and other sources

We correct your own sources directly: the site content, the structured data and the company details you manage. An AI leans on content that answers the question directly and can be checked, so we write the content so the correct information is easy to find and the same everywhere.

Not every source is yours. When inaccurate information sits in a directory, a review site or another third-party source, we agree case by case whether we submit the correction request ourselves or guide you through making it. The owner of the source decides on the change.

05

For website builders

An AI can only use a page as a source if it can find and read it. So the page must be findable in Google and Bing, and the site must not block search engines or AI services. The most important text has to be on the page from the start, because most AI services do not load a page the way a browser does and miss content that loads later.****

Each page covers one topic with clear headings, and old addresses redirect to new ones. The company's basic details are the same on the site, in the Google Business Profile and in directories, and the site also states them in machine-readable form. A fast page serves both the search engine and the reader.

06

Tracking

Answers vary by service and by how the question is phrased, and they change over time. So the same questions are asked on a regular rhythm and the changes are recorded. We report monthly on how your visibility and your competitors' visibility in the answers has changed.

We do not promise a place in an AI answer, because the service decides that itself. You get a record of what the answers say and a list of the corrections made or requested. Tracking and content work are done by our specialists. NØRR3 Marketing Engine has an upcoming SEO + GEO + CMS app that will give recommendations. It is not part of the current service.

07

Frequently asked questions

What is the difference between AI optimisation and search engine optimisation? Search engine optimisation aims at a ranking in search results, AI optimisation at the AI mentioning the company correctly in its answer. The technical foundation is the same, but the content work and the tracking differ.

Do you need an llms.txt file? Google does not require separate AI files or special structured data for AI summaries. The file does no harm, but it matters more that the pages can be found and read.

How fast do changes show? Search engines and AI services usually pick up changes within days or weeks, but the answers change more slowly and vary from one service to another. That is why we ask the same questions regularly.

Can advertising get you into AI answers? A ChatGPT ad appears below the answer, but it does not put the company into the answer itself.

* NØRR3 Media Insights, Norstat panel, wave 9, August 2026, n = 2 022, aged 18 to 74. Question: how often people use AI services, at least weekly use. Margin of error ±2.2 percentage points. ** Same survey: at least weekly search engine use among people who use AI services at least weekly, n = 1 058, around 2 049 000 people. Margin of error ±0.8 percentage points. *** NØRR3 Media Insights, Norstat panel, wave 9, August 2026, n = 2 022, aged 18 to 74. How often people use search engines, AI services and social media search. Margin of error ±1.1–2.2 percentage points. Age groups 18–29 n = 400, 30–44 n = 514, 45–59 n = 549, 60–74 n = 559, margin of error ±1.9–4.8 percentage points. **** Vercel and MERJ, The rise of the AI crawler, 17 December 2024: the crawlers of ChatGPT, Claude and Perplexity do not execute a page's JavaScript. Google's Gemini does.