When potential clients search for expertise in your field, they’re increasingly turning to AI platforms rather than traditional search engines. But not all AI search engines work the same way.
ChatGPT prioritises different factors than Gemini. Perplexity has its own approach to source selection. And new generative AI platforms are launching regularly.
If you’re serious about visibility in AI search, you need to understand which AI platforms to optimise for and how each one actually works.
Why LLM optimisation platforms matter
The landscape of AI platforms for SEO is evolving rapidly. According to recent data, ChatGPT receives over 3 billion visits monthly, whilst Perplexity has grown to over 100 million monthly visits. These aren’t minor channels anymore. They’re where your prospects are actively searching for recommendations.
Consider what happens when someone asks an AI platform “Who should I speak to about commercial property finance in London?” The businesses cited in that response gain instant credibility. The ones missing lose the opportunity entirely.
But here’s the challenge: each platform selects sources differently. What works for ChatGPT optimisation might not work for Gemini SEO optimisation.
Understanding these differences is what separates businesses that show up consistently from those that appear sporadically or not at all.
The AI search engines list continues growing, but focusing on the major platforms gives you the foundation needed to adapt as the landscape changes. These are the conversational search platforms that matter most in 2026.
ChatGPT: the dominant player in AI search
ChatGPT remains the market leader among LLM search engines, making ChatGPT optimisation a priority for most businesses. When people think about AI search, they’re usually thinking about ChatGPT.
How ChatGPT selects sources
OpenAI’s platform prioritises content that demonstrates clear expertise and provides comprehensive answers. When someone asks ChatGPT about pension planning or healthcare options, the model analyses content across the web looking for:
- Authoritative sources with demonstrated credentials
- Clear, structured information that directly answers questions
- Comprehensive coverage of topics rather than surface-level summaries
- Recent, up-to-date content for time-sensitive queries
A financial planner optimising for ChatGPT should focus on creating detailed guides that thoroughly explain complex topics. When you write about inheritance tax planning, for instance, you want content that addresses the topic from multiple angles rather than a brief overview.
What makes content ChatGPT-friendly
You can optimise for ChatGPT and Gemini by ensuring your content includes:
- Named authors with visible credentials
- Clear section headings that mirror natural questions
- Specific examples and scenarios
- Definitions of technical terms
- Recent publication or update dates
For a healthcare practice, this might mean creating patient resources that explain conditions, treatments, and expected outcomes in clear language whilst highlighting the medical team’s qualifications throughout.
Gemini: Google’s integrated AI platform
Gemini SEO optimisation matters because Google’s AI platform is integrated directly into the wider Google ecosystem. When someone uses Gemini for search, they’re often doing so within Google’s interface, which means visibility here connects to your broader search presence.
How Gemini differs from ChatGPT
Gemini draws heavily on Google’s existing search index and knowledge graph. This means traditional SEO signals still matter, but they’re interpreted through an AI lens. Gemini tends to favour:
- Content from established, authoritative domains
- Structured data and schema markup
- Strong alignment with search intent
- Mobile-friendly, technically sound websites
A property solicitor optimising for Gemini benefits from ensuring their website’s technical foundation is solid, whilst also creating content that AI can easily parse and cite.
Leveraging Google’s ecosystem
Because Gemini connects to Google’s broader ecosystem, businesses with strong Google Business Profiles, verified business information and quality citations tend to perform better. This makes Gemini particularly important for professional services firms targeting local clients.
Perplexity: the citation-focused platform
Perplexity AI optimisation requires understanding what makes this platform unique. Unlike ChatGPT or Gemini, Perplexity is explicitly designed as a research tool that shows its sources transparently.
How Perplexity selects and displays sources
Perplexity’s approach centres on citation credibility. When someone asks about commercial property investment returns or medical treatment options, Perplexity doesn’t just provide an answer. It shows exactly where that information comes from.
This means Perplexity prioritises:
- Primary sources over secondary summaries
- Recent publications and updated content
- Clear, quotable statements of fact
- Authoritative domains in relevant fields
For expert-led businesses, this is valuable. When a potential client sees your firm cited as the source for specific information about buy-to-let mortgage requirements, that builds credibility before they even visit your website.
Making your content citation-worthy
To succeed with Perplexity, create content that contains specific, verifiable claims rather than vague generalisations. For example, a financial adviser writing about pension annual allowances should include precise figures, dates, and regulations that Perplexity can confidently cite.
Claude, Meta AI and other emerging platforms
The landscape of GEO target platforms extends beyond the big three. Claude AI search and Meta AI search optimisation are becoming increasingly relevant as these platforms gain adoption.
Claude’s approach to source selection
Anthropic’s Claude emphasises helpfulness and accuracy. The platform tends to cite sources that provide detailed, nuanced answers rather than oversimplified summaries. For complex topics in finance, healthcare, or property law, Claude often prefers content that acknowledges complexity whilst explaining it clearly.
Meta AI’s integration with social platforms
Meta AI search optimisation matters because the platform is integrated across Facebook, Instagram, and WhatsApp. When users ask questions within these social environments, Meta AI draws on web content to provide answers. This creates opportunities for businesses already active on Meta platforms to strengthen their AI visibility.
How to prioritise your efforts across platforms
You can’t optimise perfectly for every platform simultaneously. The key is understanding which AI search platforms matter most for your specific audience and goals.
Start with usage patterns
Consider where your target audience is most likely to search. Younger, tech-savvy professionals might use Perplexity for research. More mature demographics might stick with Google and therefore encounter Gemini. Busy professionals often default to ChatGPT for quick answers.
A London-based healthcare practice targeting working professionals aged 30-50 might prioritise ChatGPT and Gemini, knowing these platforms capture the broadest audience.
Focus on fundamentals first
The good news is that many optimisation principles work across platforms. When you create clear, authoritative, well-structured content with visible credentials, you improve visibility across most LLM optimisation platforms simultaneously.
This means you don’t need separate strategies for each platform. You need one strong foundation that works broadly, then platform-specific refinements where they matter most.
Practical steps for multi-platform optimisation
Optimising for multiple AI answer engines requires a strategic approach that balances effort with results.
Create platform-agnostic foundational content
Start by building content that performs well regardless of platform:
- Comprehensive topic coverage that addresses questions thoroughly
- Clear author credentials and expertise signals
- Structured formatting with descriptive headings
- Up-to-date information with visible publication dates
- Specific examples and practical guidance
A property surveyor creating content about building surveys, for example, should ensure this content works for ChatGPT, Gemini and Perplexity by focusing on these fundamentals.
Layer-in platform-specific optimisation
Once your foundation is solid, add platform-specific elements:
- For ChatGPT: Emphasise comprehensive answers and recent updates
- For Gemini: Strengthen technical SEO and schema markup
- For Perplexity: Include specific, citable facts and primary research
- For Claude: Provide nuanced explanations that acknowledge complexity
- For Meta AI: Consider social media integration and engagement
Monitor performance across platforms
Track where your content appears by manually testing queries on different platforms. Ask questions your potential clients would ask and see which businesses get cited. This reveals where you’re visible and where opportunities exist.
A financial adviser might search “What are the tax implications of withdrawing from a SIPP?” across multiple platforms to see who gets recommended and why.
The role of technical optimisation
Beyond content quality, technical factors influence visibility across generative AI platforms.
Schema markup and structured data
AI platforms use schema to understand content context. Implementing proper schema for articles, FAQs, local businesses and services helps platforms categorise and cite your content accurately.
Site authority signals
Most platforms consider domain authority, though they define it differently. Focus on building genuine authority through quality content, professional recognition, and natural link acquisition rather than gaming metrics.
Page experience and accessibility
Platforms that draw on existing search indexes (particularly Gemini) consider technical performance. Fast loading times, mobile optimisation, and accessibility all contribute to whether content gets selected for citation.
These technical elements support your content strategy without replacing it. Strong digital foundations matter across all platforms, but content quality remains paramount.
What this means for your business
The shift towards AI search creates both challenges and opportunities. Businesses that understand how different platforms work can position themselves strategically rather than hoping for visibility.
For professional services firms in particular, being cited by multiple AI platforms builds cumulative credibility. When a potential client sees your firm recommended by ChatGPT, then finds you again through Perplexity, and notices your expertise highlighted in Gemini results, that repeated visibility strengthens trust significantly.
This isn’t about gaming systems or finding shortcuts. It’s about ensuring your genuine expertise is discoverable when prospects search for solutions you provide.
When a patient asks Meta AI about private healthcare options in West London, or when someone asks Claude about commercial mortgage brokers, you want your business in those conversations.
Making AI visibility work for you
Understanding LLM optimisation platforms is the first step. Implementation is where results happen.
The most effective approach combines platform knowledge with content quality and technical optimisation. You need to know how ChatGPT differs from Perplexity, but you also need content worthy of citation, and a website that platforms can easily access and understand.
For businesses serious about AI search visibility, specialist LLM optimisation support can make the difference between sporadic appearances and consistent citation across platforms.
The landscape moves quickly, and staying ahead requires both strategic knowledge and tactical execution. If you’re ready to position your business where prospects are increasingly searching, the first step is understanding where you currently stand across major platforms.
At Figment, we have proven expertise in AI search optimisation. Get in touch to discover how your expertise could show up when AI platforms recommend the best in your field. Because being found matters. But being consistently cited across platforms matters more.
