What does decipher. do, exactly?

We’re a creative agency that helps your brand sound like itself and get found — especially in AI tools like ChatGPT, Gemini, and Perplexity. That means sharp copy, smart structure, and visibility in the search tools your future customers are actually using.

Is AI search different from Google SEO?

Yes — and treating them the same is where most content goes wrong. SEO helps you rank on Google. AI search tools give direct answers. We make sure your content gets picked up by both, with the right format, tone, and structure.

Do I need to rewrite everything for AI search?

Not necessarily. We can optimise what you already have or build something new. It’s less about rewriting and more about tuning your content to match how AI tools work — with clarity, structure, and intent.

Why does tone of voice matter in AI-generated answers?

Because tone is what makes you recognisable when AI tools quote you. They look for clarity and credibility — but sounding like a real brand? That’s what makes you stick.

How do I know if my brand is showing up in ChatGPT or Perplexity?

You can try asking directly — but we use visibility tools like Spotlight to track mentions across AI platforms, then help you improve what shows up (or fix what doesn’t).

Do you use AI tools like ChatGPT to write content?

Not for the actual copy. We might use AI to research or speed up admin, but the words are ours — and yours. Our job is to protect your brand voice, even in a world full of prompts.

AI search optimisation

AI content optimisation

The AI Search Optimisation checklist to help you pop up in AI searches

Mar 21, 2025

by Ema Fulga

Ema is an AI Search Optimisation expert and the founder of decipher., a creative agency that helps brands find their place in AI-powered search. With a background in copywriting and creative strategy, she’s on a mission to turn messy messaging into clear and structured content that appears in AI searches and connects with humans.

Connect with Ema on LinkedIn.

Your AI-optimised content checklist (that won’t kill your coffee break)

Ask ChatGPT | Perplexity | Claude | Google AI Mode to summarise and analyse this post.

Let’s be honest: you don’t need another 45-item SEO spreadsheet to ignore. You need something sharp, human, and actually doable. The decipher. checklist keeps your content discoverable in AI search tools like Gemini and ChatGPT, while still sounding like you.

TD;DR: Don’t let your content fade into the AI void. This AIEO (AI Engine Optimisation) checklist walks you through 5 quick monthly tasks, from tone checks and structured data to sitemaps, summaries, and smart repurposing. Optimised for tools like Gemini, ChatGPT, and Perplexity.

1. Check if your content still sounds like you

First of all, do you often tweak your website? If not, you should, and here's why:

Your audiences will start seeing it as a go-to place.
It tells search engines that it's active (so worth crawling and ranking).

Now, if you do tweak it often (and maybe in a rush), you might not have time to check if the new content fits into the style and tone. So:

Re-read your top blog posts, home page, and services. And any page you edit often.
Ask yourself: Would your audience recognise you if your logo was gone?

If not, revise, don't rewrite.

Also, be aware of how you use AI to help with content generation. Google will know. And it might hit you where it hurts most: your ranking.

2. Update your FAQ

Check to see whether your competitors appear in searches where you don't. See which prompts are used and add one of them to your own FAQ. You can use Spotlight to measure everything.

As a treat, use the code DECIPHERMETHIS20 to get 20% off for the whole year on yearly plans and 20% off for the first 2 months for the monthly plans.

Write a piece using a brand-led AI answer prompt

Use the report you just created with Spotglith (or any other AI brand visibility tracker) and find a prompt and its related topic that you haven't used in your content yet.

It can be a short blog post or a question you add to your FAQ.

Structured data check

If you’ve launched new pages or posts, make sure they’re properly marked up with structured data (JSON-LD). Include:

@type: BlogPosting, Service, FAQPage, etc.
A clear headline.
A short human-sounding description.
datePublished for freshness
And don’t forget mainEntityOfPage; search engines love clarity.

5. Is your sitemap up to date?

Your sitemap helps search engines and AI crawlers find what’s new. It should include:

All live pages.
Collection items (like blog posts).
No broken or redirected links.

If you’ve added new content, ensure the sitemap has been updated or manually ping it to trigger a re-crawl.

6. Review your summaries for AI search

Generative tools like ChatGPT, Gemini, and Perplexity often quote or summarise content based on short blurbs in your backend or metadata.

Check your content management system and review:

SEO/meta descriptions.
Summary fields.
Any visible “preview” text.

Make sure they’re:

Written like a human.
Specific (no vague “We’re a digital agency here to help” energy).
Aligned with the post/page intent.

7. Repurpose older content

Take an older piece of content and:

Tweak it (add a new intro, change the angle, etc.) and turn it into a newsletter, Medium article, LinkedIn post, etc.
Hyperlink to it in a relevant blog post you have on your blog.

AI crawlers and Google both reward content that evolves, not content that expires.

‹ Does Google detect and penalise AI-generated content?