SEO.

Generative AI SEO

The landscape of online search is changing rapidly. Between September 2024 and February 2025 alone, referral traffic from generative AI platforms rose by 123%. The UK continues to see an enormous increase in traffic coming from large language models (LLMs) like ChatGPT, Perplexity and Google AI Mode.

With more and more users finding your charity through these tools, and with traditional search results being taken over by AI Overviews, including Google’s AI Mode, factoring AI into your SEO strategy is quickly going from a should to a must.

Our generative AI SEO services, tailored specifically to charities, will allow you to achieve greater visibility and engagement. We make the most of the latest AI and search technologies to ensure your charity appears in AI-generated answers and conversational search results, so you can reach more supporters, donors and volunteers.

What are the benefits of combining Generative AI Search with SEO?

Increased visibility.

AI interprets user intent on a deeper level than traditional keyword mapping does. So by ensuring your content is well-optimised, marked up, and topical, you’ll have a much stronger chance of placing your charity in AI search responses, boosting your visibility to potential donors and supporters.

Demonstrate your authority as a charity.

When citing their sources, LLMs favour websites they can trust for accurate, authoritative information. Optimising your content for E-E-A-T will increase your chances of being referenced by third party websites, which AI will look at as votes of confidence in your site. Charities have a natural advantage here, especially on sensitive topics like health conditions. By optimising your content and finding high-value link opportunities, we can improve your backlink profile to place you more frequently in AI search results.

Enhanced user experience.

AI search responses take a more conversational tone than traditional search results, giving users a direct, convenient response to their query. Tailoring your copy to your target audience and addressing their specific questions is therefore paramount. People turn to AI search for specific, niche and longer form queries, so generic content simply won’t cut it.

Better audience targeting.

AI is generally better than traditional search at understanding what type of content to suggest for different stages of the marketing funnel. Good AI SEO strategy will ensure you have well-optimised content that targets all stages of the funnel.

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Our Process

To effectively compete with similar charities in AI search, we will work with you to ensure your SEO is in tip-top shape, with a focus on some key strategic areas. Our typical process to achieve this will include:

Initial AI Analysis

Before we get into the details of the specific areas that influence AI search results, we must first conduct an AI Analysis to understand your current position in the landscape. Here we will determine if you appear in AI responses, for what queries, and pinpoint opportunities for improvement. Once we understand this, we’ll collate a bespoke strategy for your charity to become more visible.

Keyword Research & Analysis

We’ll help you understand what keywords AI search tools are using to discover your charity, and which keywords are worth optimising towards to place you in front of your target audience.

Competitor Analysis

It’s crucial to have an understanding of what your competition is up to. By analysing competitor charities, we can determine what their main focuses are, where they are appearing in AI search, what they are doing to get there, and what they are missing that we can take advantage of.

Content Generation (On & Offsite)

Using the outcomes of our keyword research and the competitor analysis, we’ll determine what content you need to produce to boost visibility. We can support the creation of this content, or if you prefer to write it, we can provide content frameworks you can work from to ensure you’re covering the important SEO and AI elements.

On-Page Optimisation

If your page isn’t optimised for SEO, it doesn’t stand a chance of being referenced within AI search responses. We will ensure your on-page content is following SEO best practices, with the added enhancements needed for AI.

Link Acquisition

For AI to reference your website, it needs to be an authoritative source, the go-to source of all information around your specific cause. To be recognised as an authority, you will need relevant, trusted websites linking to your content too. We will identify those websites and work with you to become listed.

Combining strong SEO with a strategy that incorporates AI will boost your marketing efforts at every stage of the user journey. You’ll improve your charity’s visibility and brand awareness, increase your site traffic, and ultimately bring in more donations and KPI conversions.

We use a variety of analytics tools to inform our AI-SEO keyword research. One such tool is SEOmonitor:

SEOmonitor AI keyword research screenshot

We can identify which keywords have AI opportunities available, which are already showing in AI Overviews, and instances where the client is already featured in AI Overviews.

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FAQs

Will AI replace SEO?

AI will certainly take up more and more of the search landscape as it develops, however the basics of SEO will remain. To be present in AI results, your page will need to be indexable, keyword and conversationally relevant, serve the user intent and be a trusted source to succeed.

Can I use AI SEO services together?

Yes absolutely. In fact, they complement each other considerably and we would recommend combining both approaches to succeed.

Will AI generated content harm my website?

If you solely create content for your website using just AI tools such as ChatGPT, then Yes! AI tools such as ChatGPT are an incredible source of helping generate content ideas as well as content, but the content still needs to be vetted by a human! AI still gets things incorrect, so it’s best to have your content edited by a human.

How long will it take for my charity to become more visible in AI?

If you have a strong foundation – a healthy website, relevant content that is optimised and a healthy backlink profile, it shouldn’t take too long before you start seeing your combined AI & SEO efforts taking effect. We have seen a turnaround of a couple of weeks. You might actually find you are being mentioned in AI results for a handful of keywords/ questions so it’s a case of building on this and knowing what to work on.

How much budget do I need to invest?

This depends case by case. The first step would be to understand what is needed to move the dial and become more visible and we can determine this better and give you an idea of investment once we have conducted an initial AI analysis of your website.

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