Guide: AI in business › Visibility in Google and in AI model answers
AI SEO, or AI positioning, means two things at once: search engine optimisation with the help of artificial intelligence tools, and optimisation for search engines that answer by themselves using AI. The first speeds up the work. The second changes its goal: instead of fighting for a place on the results list, you fight for a presence in the answer. We write about what has changed, what has stayed the same, how much it costs and what not to do so as not to lose what already works.
In 60 seconds What AI changes in SEO
- Two meanings: SEO supported by AI tools, and optimisation for AI answers in Google, ChatGPT, Gemini and other models.
- Who it applies to: any company that wins customers through search engines, especially B2B and services, where customers look for knowledge first.
- Cost range: tools from approx. USD 119 a year (plugin) to several hundred USD a month (SEO platforms), and the price of the service depends on the scope, not on “AI” in the name.
- Foundation: a baseline measurement and technical housekeeping, because without indexing no AI answer will find you.
- Red flag: mass publishing of AI texts without editing, which Google treats as spam.
What is AI positioning and what does AI SEO involve?
The term “AI SEO” covers two different phenomena, and it is good to separate them before you start comparing offers. The first is AI in SEO, i.e. using artificial intelligence for work that specialists have so far done by hand: grouping keywords, analysing competitors, first drafts of descriptions. The second is AI search optimisation, i.e. making sure your company appears in the answers generated by Google, ChatGPT, Gemini or Perplexity.
What does AI SEO involve in practice? The same as always: content that is good, accessible to crawlers and credible — just with a new measurement goal. Your position in the results still counts. But it also counts whether the model mentioned the brand. We break down the concepts in a separate article on the differences between SEO, GEO and AEO. For the broader context, i.e. where search fits into the overall AI picture in a company, see our guide to AI in business.
How is AI changing search engine optimisation in 2026?
There are four changes, and each of them affects the budget, because it shifts money from some tasks to others: from producing texts to measurement, from the website alone to external publications, from a rankings report to a report on presence in answers.
- An answer instead of a list. In Poland, AI Overviews have been available since March 2025, and since 8 October 2025 AI Mode in Google. According to Pew Research Center, users who saw an AI summary clicked a regular link in 8% of visits, and without one in 15%.
- More queries at once. Google describes the “query fan-out” mechanism: the model itself generates several related queries to gather material for the answer. The winner is the page that answers the whole topic well, not just one keyword.
- New places to be visible. ChatGPT, Gemini, Perplexity, Claude and Copilot use search engines, but also what others write about the brand: media, directories, forums.
- New measurement. Search Console has gained a generative features report with page impressions in AI Overviews and AI Mode. Since the end of August 2026 it has been available globally.
What stays the same, and what changes outside Google
In its guide to generative features (10 July 2026), Google states plainly that from the search engine’s perspective, optimising for AI search is still SEO. AI answers in Google use the same index as regular results, so a page has to be in the index, load quickly, be easy to read and genuinely help people. No special files or tags for AI are needed, and even the popular llms.txt file has no effect on Google results.
The difference appears outside Google. ChatGPT searches with its own OAI-SearchBot crawler and through external search providers, and when answering it relies heavily on independent sources. According to a Muck Rack study from May 2026, 84% of citations in the answers of three large models (ChatGPT, Claude, Gemini) come from earned media. That is why positioning in AI increasingly combines SEO with PR — you can read more about this in the article PR AI.
Pozycjonowanie w Google a pozycjonowanie w AI to więc nie dwa osobne projekty, tylko jeden projekt z dwoma miarami. Strona, której Google nie widzi, nie trafi też do odpowiedzi modeli korzystających z wyszukiwarki.
| Positioning in Google | Positioning in AI (ChatGPT, Gemini, Perplexity) | |
|---|---|---|
| Objective | a place on the results list | a mention and citation in the answer |
| Main source | Your website in Google’s index | Your website plus media, directories, reviews |
| Technique | indexing, speed, structure | the same plus access for AI crawlers (e.g. OAI-SearchBot) |
| Measurement | rankings, traffic, conversions, AI report in Search Console | brand presence on a fixed list of questions, traffic from utm_source=chatgpt.com |
| Pace of change | weeks to months | answers fluctuate from day to day; the trend becomes visible after a quarter |
E-E-A-T and positioning in AI
E-E-A-T is the abbreviation Google uses to describe the qualities of trustworthy content: experience (the author has done it themselves), expertise, authoritativeness (others refer to them) and trustworthiness. It is not a single “ranking factor”. It is a way of assessing trust.
In the world of AI answers these qualities carry even more weight. A model that has to choose five sources for an answer reaches for texts with a named author and specific figures with a source and date, as well as texts that others refer to. In practice this means the author’s name and experience under the article, data from your own projects and citations in trade media. This is where classic Image SEO spotyka się z pozycjonowaniem w AI. Naturalnym miejscem na takie dane jest firmowy blog, a the benefits of running a company blog rosną, gdy teksty podpisuje konkretna osoba.
Jak Commwork®AI mierzy pozycjonowanie AI obok klasycznego SEO
Raport pozycji nie pokaże, czy model AI wymienił Twoją firmę, a raport obecności w AI nie pokaże zapytań ofertowych. Commwork®AI łączy oba pomiary z danymi ze strony i z systemu klientów, więc widać, które zmiany przekładają się na sprzedaż. Pracę nad stroną i publikacjami prowadzi zespół Commplace®, a decyzję zawsze podejmuje człowiek.
- Wyniki organiczne Google 47%
- Polecenia i media 21%
- Reklamy 14%
- Odpowiedzi AI i ChatGPT 12%
- Other 6%
- Marzec 2025Przeglądy od AI działają w Polsce
- 8.10.2025Tryb AI w Google działa po polsku
- Week 4Technical housekeeping and indexing
- Week 810 najważniejszych stron przepisanych
- Week 12Pomiar z grupą pytań kontrolnych
- 01Baseline measurement
- 02Porządek techniczny
- 03Treści z odpowiedzią
- 04Mentioned in the media
- 05Pomiar po kwartale
- Łączy Search Console, analitykę, stronę i system klientów w jeden rachunek, więc obok pozycji i ruchu widać też zapytania ofertowe.
- Mierzy obecność marki w odpowiedziach ośmiu silników AI i wskazuje luki w treściach, które najbardziej opłaca się zamknąć.
- Odejmuje sezon i sprawdza wpływ grupą porównawczą, zanim ktoś nazwie wzrost sukcesem. Jak wygląda taki pomiar w praktyce, pokazujemy w tekście o AI visibility audits.
The view reproduced is modeled after the dashboards provided to customers. The names, numbers, and terms are examples and show the way the system works, not the results of a specific company.
What to use AI for in SEO work, and what not to hand over to it
SEO automation with AI saves time on analytical work, such as grouping hundreds of keywords, comparing the structure of competitors’ pages or spotting subpages without a description, but it will not replace knowledge of what customers are really looking for and why they choose one provider over another. The table shows where AI helps, where you need to be careful and what to avoid.
| Worth doing | With caution | Don’t |
|---|---|---|
| grouping keywords into topics | first drafts of descriptions and headings | mass-publishing texts without editing |
| finding content gaps against competitors | suggesting questions for an FAQ section | texts written ‘for a keyword’ with no new knowledge |
| analysing Search Console data | translating pages | copying AI answers as your own content |
| checking the consistency of company data online | an AI SEO agent carrying out tasks without supervision | making up data, quotes and reviews |
A plan for the quarter: how to prepare a website for AI SEO
Ten plan sprawdza się w firmach B2B, także u producentów maszyn i w przemyśle, gdzie klient długo zbiera wiedzę, zanim wyśle zapytanie ofertowe. Pomiar przed i po najwygodniej prowadzić w jednym miejscu. My robimy to w kokpicie Commwork®AI, który zestawia dane z Search Console z tym, co odpowiadają modele AI.
- STEP 01Baseline measurement
Record rankings, traffic, form enquiries and presence in AI answers for 20 customer questions. The method is described step by step in our AI visibility audit.
- STEP 02Technical housekeeping and indexing
Strony muszą być w indeksie i szybkie, a robots.txt nie może blokować robotów wyszukiwarek ani OAI-SearchBot. Bez tego nic dalej nie zadziała. Te podstawy porządkujemy w ramach usługi positioning of pages.
- STEP 03Rewriting the 10 most important pages
The answer in the first sentence, questions in the headings, figures with a source and date, a named author. This is what content optimisation for AI SEO looks like in its simplest form.
- STEP 04Content nobody else has
Data from your own projects, reports, process descriptions, comparisons based on experience. Models prefer the primary source.
- STEP 05Mentions in other sources
Trade media, directories, company profiles and rankings. Everywhere the same company name, the same address and the same scope of services.
- STEP 06Measurement after 90 days
The same questions and the same method, plus a group of control questions you did not touch. Only the comparison will tell you what is an effect and what is chance.
How much does AI positioning cost: tool pricing and budget factors
The question of what AI positioning costs has no single answer, because the budget depends on the scope, not on whether the service name contains “AI”. Below are the public prices of popular AI SEO tools (as of September 2026, prices in USD excluding VAT) and the factors that shape the cost of the service. When comparing agency offers, ask about the list of questions in the measurement, the baseline report and how they distinguish an effect from chance. That tells you more than the amount itself.
Jak czytać cennik pozycjonowania AI w ofertach agencji? Cena pozycjonowania w AI składa się zwykle z trzech części: pomiaru (ile pytań, w ilu modelach, jak często), pracy nad stroną i treściami oraz publikacji zewnętrznych. Oferta z jedną kwotą bez takiego podziału jest trudna do porównania. Poproś o rozbicie i o to, co dokładnie dostaniesz po pierwszych 90 dniach.
Dla skali: zestaw narzędzi AI do SEO, który wystarczy średniej firmie na start, czyli Ahrefs Lite i Semrush AI Visibility Toolkit, to około 228 USD miesięcznie (129 + 99 USD, ceny z tabeli, stan na wrzesień 2026). Narzędzia nie wykonają jednak pracy. Największą część budżetu i tak pochłaniają treści i publikacje zewnętrzne.
Chcesz wiedzieć, ile zakresu naprawdę potrzebujesz, zanim porównasz oferty? Zacznij od pomiaru bazowego. Tak w Commplace zaczyna się praca nad widocznością firmy w Google i w modelach AI: najpierw liczby, potem wycena.
Pięć pytań do wykonawcy, które szybko oddzielą konkret od obietnic:
- Ile pytań i w ilu modelach obejmie pomiar bazowy?
- Które pytania zostaną grupą kontrolną?
- Kto przepisuje treści: człowiek z wiedzą o branży czy automat?
- Czy w zakresie są publikacje w mediach branżowych?
- Co dokładnie dostanę po 90 dniach, także jeśli wynik będzie słaby?
| Item | Cost or factor | What for |
|---|---|---|
| Yoast SEO Premium (WordPress) | USD 118.80 a year | AI-generated page titles and descriptions with human approval; the free version also generates llms.txt |
| Ahrefs Lite / Standard | USD 129 / 249 a month | keyword, link and competitor analysis |
| Ahrefs Brand Radar AI add-on | from USD 199 a month | brand mentions in AI answers |
| Semrush AI Visibility Toolkit | from USD 99 a month per domain (billed annually) | tracking 25 questions in ChatGPT, Google AI, Gemini, Perplexity |
| Content scope | number of pages to rewrite and new texts | the biggest item in most budgets |
| External publications | number of expert topics and media | presence in the sources models draw on |
Who is AI positioning for, and when is it worth starting?
Pozycjonowanie AI dla firm B2B ma największy sens tam, gdzie klient zadaje pytania doradcze: „jak wybrać…”, „ile kosztuje…”, „kto w Polsce robi…”. Producent maszyn, dostawca usług IT, firma logistyczna. W takich branżach jedna wzmianka w odpowiedzi AI może zdecydować, czy trafisz na krótką listę dostawców. Te same pytania zadaje zresztą klient z każdego kanału, o czym piszemy przy metodach pozyskiwania klientów B2B.
W sklepach internetowych wygląda to inaczej. Pozycjonowanie AI dla sklepów internetowych zaczyna się od danych produktowych, a nie od bloga. Więcej zależy od danych produktowych i opinii klientów oraz od porównań cenowych, a mniej od artykułów eksperckich, więc podstawą pozostaje klasyczne SEO kart produktów i kategorii.
When should you not start? When Google cannot see half of your subpages or your services are described in a single sentence. Housekeeping first. Then the rest. A good time to start is the quarter before an important launch or sales season, because effects in model answers appear with a delay, and what you publish at the last minute may simply not make it into the sources they use in time.
Jak działa SEO AI w praktyce, czyli 90 dni w typowej firmie
Plan na kwartał opisaliśmy wyżej krok po kroku. Tu pokazujemy, jak może on wyglądać w życiu. To scenariusz poglądowy, a nie historia klienta.
Tydzień 1–4. Załóżmy, że producent maszyn pakujących ma rozbudowaną stronę, ale zapytania przychodzą głównie z targów. Pomiar bazowy pokazuje dwie rzeczy: część podstron z ofertą w ogóle nie jest w indeksie, a na 20 pytań klientów modele AI wymieniają firmę dwa razy. Pierwszy miesiąc idzie więc na porządek techniczny. Nic spektakularnego. Za to bez tego reszta nie ma sensu.
Tydzień 5–8. Zespół przepisuje dziesięć stron, zaczynając od tych, które odpowiadają na pytania o koszty i dobór maszyny. Inżynier firmy dostarcza dane z realnych wdrożeń, a marketing zamienia je w tabelę porównawczą z datą i źródłem. Równolegle idą dwa komentarze eksperckie do mediów branżowych.
Week 9–12. Drugi pomiar na tych samych pytaniach, z grupą kontrolną. Próg decyzji ustalony na starcie może brzmieć tak: kontynuujemy, jeśli obecność w pytaniach objętych pracą rośnie wyraźniej niż w kontrolnych, a liczba zapytań ofertowych ze strony nie spada. Jeśli oba warunki są spełnione, kolejny kwartał idzie na następne strony i publikacje.
Lista kontrolna, zanim zlecisz SEO AI:
- Znasz liczbę podstron w indeksie Google i wiesz, których brakuje.
- Masz 20 pytań klientów i zapisany stan obecności w AI.
- Robots.txt nie blokuje robotów wyszukiwarek ani OAI-SearchBot.
- Wiesz, które strony przepisać najpierw i kto dostarczy dane.
- Masz osobę, która rozmawia z mediami branżowymi.
- Mierzysz zapytania ofertowe, a nie tylko ruch i pozycje.
Which agencies offer AI SEO and how to choose the best one?
AI SEO services are currently offered by SEO agencies, PR agencies and specialised GEO teams. “The best AI SEO agency” is one that, before signing the contract, shows you the list of questions for measurement, a sample baseline report and its method for distinguishing an effect from chance — not one that promises “first place in ChatGPT”. Also check whether the agency can both improve the website and earn media coverage. Without both, AI positioning stops halfway.
Kto zajmuje się SEO AI dla producentów maszyn? Szukaj wykonawcy, który zna przemysł. Jeśli wybierasz agencję dla producenta maszyn albo firmy przemysłowej, zapytaj o doświadczenie w industrial marketing, because technical content requires conversations with engineers, not just keyword work. We have collected fifteen questions worth asking an agency in our guide to choosing a GEO agency. If you are mainly interested in ChatGPT, also read how the model decides whom to recommend.
Commplace® combines the website, content and media relations in four layers so that both search engines and AI models can see your company. You will find the details on the page AI search optimisation. The first meeting is free of charge, and you can book a date via the form.
How easy it is to break what was already working in SEO
Google treats many pages created mainly for rankings as scaled content abuse. You then lose the visibility of the entire domain. Recovery? Months.
AI answers in Google use the same index as regular results. A company that shifts its entire budget to “AI” undermines the foundation on which those answers stand.
Blocking OAI-SearchBot in robots.txt excludes the site from ChatGPT search answers. Distinguish crawlers that collect training data from those that show your site in answers, and block deliberately, not wholesale, because one line added at some point by an IT person “for safety” can cut the company off from an entire channel the board does not even know exists.
An automated tool that changes titles and descriptions by itself, and page content along the way, can ruin in one day what built your rankings over years. Every change must go through a person and be reversible.
Growth after implementation may be due to an algorithm update, seasonality or competitors’ moves. Without a comparison it is easy to pay for an effect that did not happen.
Questions about AI SEO we hear from boards and marketers
What is AI positioning?
AI positioning covers activities that increase the chance of a company appearing in answers generated by artificial intelligence in Google, ChatGPT, Gemini or Perplexity. The same term is also used for SEO carried out with the help of AI tools. In both cases the foundation remains good SEO: a website in the index and content that can be trusted.
Jak działa pozycjonowanie AI?
Łączy trzy rodzaje pracy: stronę przygotowaną tak, żeby model mógł z niej zacytować konkretną odpowiedź, wzmianki o firmie w niezależnych źródłach i stały pomiar na tej samej liście pytań. Model składa odpowiedź z kilku zapytań naraz i wybiera źródła, które najlepiej odpowiadają na ich części. Im więcej rzetelnych źródeł o Twojej firmie, tym większa szansa na wzmiankę.
Will AI replace SEO?
No. AI changes where people see the result, but AI answers in Google use the same index as regular results. Without good SEO a page will not make it into any of them, no matter how many tools with “AI” in the name the company buys and how many texts it generates in a month.
What is LLM SEO?
It is a colloquial name for activities that increase the chance that large language models such as ChatGPT or Gemini will mention the company by name and cite it. In practice it is the same as GEO: SEO plus work on mentions in independent sources.
How much does AI search optimisation cost?
It depends on the number of questions in the measurement and the number of models, as well as on the scope of content and external publications. The tools alone cost from approx. USD 119 a year (Yoast SEO Premium) to several hundred USD a month (Ahrefs, Semrush), as of September 2026. With us, the diagnosis and AI implementation strategy cost from PLN 8,000 net, and the first conversation is free (as of 24 September 2026). When comparing offers, ask about the list of questions, the baseline report and how they distinguish an effect from chance.
How do you prepare a website for AI SEO?
Take care of indexing and crawler access, including OAI-SearchBot. Rewrite the most important pages so that the first sentence answers the question and figures have a source and date. Name the author and add data nobody else has.
Will an AI SEO plugin replace Yoast?
SEO plugins with AI features, including Yoast SEO Premium itself, help write titles and descriptions, but they will not replace a content strategy or measurement. The plugin is a minor detail. Every AI suggestion should be approved by a person.
Which agencies offer AI SEO?
SEO agencies, PR agencies and specialised GEO teams. Choose one that can improve the website and earn media coverage, and will also show you a sample baseline measurement report. Avoid offers that guarantee a specific place in ChatGPT.
Sources
- SOURCE
- SOURCEGoogle Search Central: spam policies · 28 August 2026
- SOURCE
- SOURCE
- SOURCETabletowo: Google wprowadza AI Overviews w Polsce · 26 March 2025
- SOURCESearch Engine Land: AI reports in Search Console available globally · 31 August 2026
- SOURCEMuck Rack: “What Is AI Reading?” — May 2026 edition · 7 May 2026
- SOURCEOpenAI: Overview of OpenAI crawlers · as of 24 September 2026
- SOURCEYoast: Yoast SEO Premium pricing · as of 24 September 2026
- SOURCEAhrefs: pricing · as of 24 September 2026
- SOURCESemrush: AI Visibility Toolkit pricing · as of 24 September 2026
Read next
Łączymy SEO, treści i PR. Zaczynamy od pomiaru bazowego i wyceny zakresu, potem poprawiamy strony i zdobywamy wzmianki w mediach, a efekt sprawdzamy po 90 dniach z grupą kontrolną.
Sebastian Kopiej, President of Commplace®. In public relations since 1996. Text prepared with the help of AI tools and fact-checked by the author. Data current as of September 29, 2026.