Updated 26 Sep 2025
by Ema Fulga

In the SEO era, more content often meant more visibility, but in AI search, the rules have flipped. Platforms like ChatGPT, Gemini, and Perplexity don’t list dozens of results. They extract one or two sharp answers. That means too much, especially if it’s repetitive or generic, can actually hurt your brand’s visibility.

In a nutshell, AI engines (ChatGPT, Perplexity, Gemini, etc.) work differently from Google in the following manner:

1. Google SEO era → A single page could rank for dozens of related keywords. One long blog could cover “What is AI Search Optimisation? / What is GEO? / What is Answer Engine Optimisation? What is SEO?” and still pull traffic.
   
   

2. I search era → These tools don’t “rank” multiple results. They scan and extract the clearest, most direct answer to a single question.

So, if you bundle 5 questions into one page, AI engines might:

• Pull one answer, and ignore the rest.

• Get “signal dilution” - not sure which of the 5 questions the page is truly authoritative on.

• End up citing your competitor who wrote a dedicated entry just on “What is AI Search Optimisation?”
  
  This phenomenon is known as the Content Volume Paradox: the more you publish without structure or originality, the less chance you have of being selected.

To win, brands should:

• Consolidate overlapping pages into stronger, AI-ready anchors.

• Focus on one query per page, answered with clarity and schema.

• Prioritise originality and distinct tone of voice.

In AI search, visibility isn’t about producing more, it’s about producing smarter.