Not sure – we haven't thought about it until now – 22%
Feature description
Navigating the AI Reckoning: Practical steps for Professional Services
In this 45-minute session, we explore how AI is transforming the way clients find and evaluate professional services firms – and what digital teams need to do about it.
Video: Making Your Content Discoverable. Captions and transcript available on playback.
Making Your Content Discoverable
Learn how AI is reshaping digital discovery and why structured, accessible content matters. This session explores practical steps to improve visibility, drive conversions, and stay competitive in an AI-driven landscape.
Transcript: Making Your Content Discoverable
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Dig deeper into practical frameworks, implementation checklists, and insights from digital leaders navigating the AI reckoning.
Poll 2: What's the biggest obstacle to improving your content's AI search visibility right now?
Not knowing where to start – 0%
Lack of tools to measure it – 43%
Getting buy-in from leadership – 29%
Capacity – we know what to do but don't have the time – 29%
Content is spread across too many teams to fix quickly – 0%
Webinar Q&A
A good starting point is to run your own tests – search for your firm on tools like ChatGPT or Gemini the way a prospective client might, and see what comes back.
But that only tells you part of the story. Many AI search platforms don’t rely on a single query – they often expand and reinterpret questions behind the scenes, retrieving information from multiple angles to build a response. That means your visibility isn’t just about ranking for one term, but about how well your content covers the broader set of questions and signals the AI is drawing on.
Replicating that manually isn’t realistic, which is where an auditing tool can help. It can systematically assess your content across those dimensions and highlight gaps, so you know where to focus.
It’s related, but not the same. SEO is primarily concerned with visibility in search engine results – optimising for the signals that traditional search engines like Google use to decide what to show. AI search visibility is about whether your content can be understood, trusted, and used by AI search platforms when they generate a response.
Many of the principles that underpin good SEO – clear, well-structured content, logical page hierarchy, and relevance to what people are searching for – are the same foundations that AI search visibility builds on. The difference is one of emphasis: rather than focusing on rankings alone, the focus shifts to how clearly your content answers questions and how easily those answers can be extracted and used in an AI-generated answer.
The practical implication is that if your SEO fundamentals are in good shape, you are already closer to AI-ready than you might think. The additional work is about ensuring your content is complete, consistent, and explicitly answers the questions your audience is asking.
Start with a focused area rather than trying to tackle everything at once. Look at where the business stakes are highest – which practice areas drive the most revenue, or where you have the strongest competitive position. Improving your AI search visibility in three to five priority areas will deliver more impact than spreading effort across the whole site.
From there, follow a repeatable process: understand what questions your audience is asking about that topic, assess whether your content answers them, fix any gaps, and then move to the next area – adjusting priorities as you learn. With the right auditing tool to surface issues and help prioritise fixes, this can become a regular workflow rather than a one-off project.
Less than you might expect – and it doesn't have to happen all at once.
Rather than treating this as a large upfront project, the goal is to build content improvement into your regular workflow by starting with a focused section of your site, making progress there, then moving to the next. It's manageable, incremental work rather than a major resource commitment.
Having the right auditing tool makes a significant difference – it does the heavy lifting of identifying issues and prioritising what to fix first, so your team's time is spent on the work that actually moves the needle rather than manually assessing hundreds of pages.
For traditional search engines, SEO improvements can take a couple of weeks to filter through. AI is less predictable.
AI search platforms don’t publish schedules for when they update their models or incorporate new content. That means changes you make won’t necessarily appear in AI-generated answers immediately, and there’s no reliable way to know exactly when they will.
The most practical approach is to focus on consistent, ongoing improvement rather than waiting to see results from a single change. Well-structured, accurate content that directly answers questions is the strongest signal you can provide, and the more of it you have in place when your content is next incorporated into an AI search platform’s retrieval or training pipeline, the more likely it is to be reflected accurately.