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, strong 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 traditional results pages. 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 at all. We can optimise what you already have or create something new. The trick is clarity, structure, and intent — not a full rewrite. You probably just need your content tuned for how AI tools work.

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

Because tone is what makes you recognisable when you’re quoted. AI tools look for relevant, trustworthy content — and your tone helps signal that. We make sure you don’t just show up, but that you sound like you when you do.

How do I know if my brand is already showing up in AI tools like ChatGPT or Perplexity?

You can test it by asking tools directly — but we also use visibility tracking tools like Spotlight to monitor how your brand appears in AI-generated answers. Then we help you improve what’s working (and fix what isn’t).

Do you use AI tools like ChatGPT to write content?

Nope. We might use AI tools to research or speed up admin work, but the actual copy? That’s human-made. AI doesn’t know your brand — we do. Our job is to make sure your voice stays yours, even in a world full of prompts.

AIEO

AIEO vs SEO: key differences you should know about

Jun 3, 2025

Animated GIF of Yugi shoting "Time to Duel" - a playful nod to AIEO vs SEO duel

Look, people don’t search anymore. They ask.

Ask who? Not Google. They ask AI tools like ChatGPT, Gemini, Claude, or Perplexity. And they get what they need - direct answers, fast.

So, that’s it then? People don’t search anymore, so SEO is dead? Not quite.

AIEO helps you get quoted. SEO helps you rank.

You need both. But which matters more? AIEO vs SEO? Let’s find out.

TL;DR: SEO helps you rank. AIEO helps you get quoted by AI tools. People aren’t just searching anymore, they’re asking. If your content isn’t showing up in both Google and AI answers, you're missing half the picture. It’s not AIEO vs SEO, it’s AIEO + SEO. Use both, stay visible, and future-proof your content.

Traditional SEO - the OG of getting found

SEO has been around since the Titanic sank (the movie, not the real ship, it’s not that old). Except it didn’t sink (not that many didn’t think it would). It kept (and still keeps) going strong to this day.

And for good reason. It’s reliable. SEO helps your content rank on Google by playing nice with algorithms. It gets traffic. Still.

SEO dead? No, it just evolved. Google still encourages these best practices.

The catch (because there’s always a catch)? SEO wasn’t built for brains. It was built for bots. Great for SERPs, but getting quoted in AI summaries? Not so much, and unfortunately for the old-school SEOs out there, that’s the name of the game now.

Are you still churning out content like it’s 2010? Take a look at these AI-focused SEO services and see what modern optimisation really looks like.

AI engine optimisation - the new kid in school

What is AIEO all about? It’s about creating content that LLMs like ChatGPT, Claude, Gemini, and others can:

Easily understand
Summarise
Surface in their answers.

It’s not “cram as many keywords as you can”. It’s “say something clear, structured, and worth repeating.”

And the goal?

It’s not to rank in search results. It’s to show up in AI outputs.

Because users are no longer clicking, they’re asking. And you want your brand to be in the answer they find. Some tools like Perplexity even show clickable citations - see how that works.

How do you actually do that? Funny you ask, because here’s how to optimise content for AI search, so you show up.

AIEO vs SEO: the showdown

Is it high noon yet? Then it’s time for an AIEO vs SEO showdown. We’ll use a table to compare them, instead of revolvers.

Feature	AIEO	SEO
Core focus	Context, user intent, structured content, AI-readable summaries	Keyword relevance, backlinks, metadata, crawlability
Search behaviour	Conversational, multimodal, AI-powered (chat, voice, visual)	Static SERPs, keyword-based, linear
Content strategy	Clear answers, FAQs, summaries, modular content designed for AI comprehension	Long-form blog posts, landing pages, keyword clusters
Ranking signals	Topical authority, semantic clarity, source trust, author visibility	Backlinks, domain authority, page relevance, site structure
User engagement metrics	Mentions in AI answers, visibility in AI summaries, cited links, referral traffic from AI tools	Click-through rate (CTR), bounce rate, time on page

Not sure how to make AIEO work in practice? Check out this quick AIEO checklist.

So, what should you focus on? AIEO or SEO?

That’s a trick question.

This is a fight in which you want to bet on both sides.

Because you still want to be visible in search engines (that’s SEO’s specialty) and you want to be relevant with AI-powered tools (that’s AIEO’s turf).

Get these two to work together?

Everybody wins. Your brand and your users.

From Jeeves to GPT: going full circle

It’s funny how things come full circle.

SEO replaced Ask Jeeves because people stopped asking and started searching.

Now people have stopped searching and are asking again, so AI is “replacing” SEO.

SEO isn’t dead. But it can no longer pull all the weight.

You want to stay visible? You need to rank AND be quoted.

So don’t think AIEO vs SEO. Think AIEO + SEO.

Don’t wait for competitors to beat you - get both to work now.

Get in touch with decipher. and let’s future-proof your content.